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Eleana Collins Hinrich Global Trade Leader At Duke University

Eleana Collins


United States


Duke University
Durham, North Carolina, United States
Master of Business Administration, Class of 2022


Associate Brand Manager, Lay's
PepsiCo, Texas, United States
“The Hinrich Foundation brings together people from a diverse set of backgrounds and experiences. I can’t imagine a better community from which to learn.”

Scholar background 

Eleana is an Associate Brand Manager on the Lay's team at PepsiCo, one of the world's most successful food and beverage companies. With a bachelor's degree in Foreign Affairs from the University of Virginia and an MBA from Duke University, Eleana's has a strong passion for business.

Eleana's extensive experience in marketing began before business school when she worked as a Marketing Manager for the Hinrich Foundation in Hong Kong. During her tenure, she focused on digital marketing strategies that increased public awareness and generated leads while enhancing corporate branding.

Eleana's skill sets were further enhanced during her tenure as an Account Director for two agencies in the Baltimore and Washington, DC areas, where she worked across multiple industries.

Personal statement

Post-MBA, I plan to pursue global brand management in a multinational organization. My professional marketing experience has shown me how brands have the power to bring people closer together. Whether it’s a Japanese candy that becomes widely-loved in the US or a Chinese cell phone that becomes popular in the EU, companies have the ability to help people better understand each other’ cultures.

I hope to employ the global reach of brand to unite people around positive values that inspire curiosity and empathy for each other’s differences. In addition, I envision creating an inclusive brand that celebrates diverse people and perspectives and makes a long-lasting positive impact on society.

The Hinrich Foundation network is incredibly diverse and brings people from a variety of backgrounds and interests together. I’ve always believed in the value of learning from different perspectives and being a part of the Hinrich Foundation community will broaden my perspective of the world.

In addition, having the opportunity to better understand the intersection of business and global trade will be essential in thoughtfully shaping a brand’s impact on the world.