Leadership

Dwight Mitchell (Mitch) Barns is President, Nielsen Greater China for The Nielsen Company.  In this role, Mitch leads Nielsen’s business initiatives within this growing market. 

Most recently, Mitch served as Global President, Consumer Panel Services, overseeing Nielsen’s Homescan, Spectra, and Nielsen Loyalty practices.  Prior to that role, Mitch was President of the BASES and ACNielsen Analytic Consulting business units within Nielsen. 

Mitch began his career at Procter & Gamble, where he spent 12 years in marketing research and brand management.  He held various positions in the Foods and Paper products divisions, as well as management positions in Advertising Research and New Products Forecasting. 

Mitch joined BASES in 1997 holding various positions of increasing responsibility in client service and marketing.  In 2000, he relocated to Europe (Brussels) where he served as Senior Vice President and Managing Director of BASES Europe, Middle East and Africa (EMEA), leading the start-up of BASES’ local operations in that region.  In 2002, his role expanded to include Asia-Pacific and Latin America.  In mid-2004, Mitch moved to Chicago and became head of the ACNielsen Analytic Consulting business globally while also leading its North American operations.