SUMMARY

Marketing and Consumer Strategy Leader with talent for creating insights from disparate sources of data to promote sales, business development, and growth. Leverages entrepreneurial business acumen to synthesize data, creative analytical solutions, and actionable findings to provide credible consultative direction. Recognized expert in discipline of Strategic Analysis, who collaborates well with diverse talents. Motivated by quality of process, business intelligence and insightful, impactful analytics.

Core Competencies

Professional Experience

Confidential

Director of Market Research

• Directs research and analysis for development and growth of brand and product marketing programs. Manages primary research, secondary research and vendors to support vertical marketing efforts. Interacts daily with domestic and international digital marketing to provide competitive analysis. Identifies and communicates critical insights through internal knowledge portal and presentations to communicate KPI and metric benchmarks for domestic and international marketing efforts impacting retention, conversion and effectiveness.
• Analytical skills include market sizing, testing, case analysis, strategic alignment and brand/product iteration and positioning recommendations for product launch.
• Synthesizing data through analysis, visualization and reporting are key roles in advising vertical product managers, managing/regional directors, business development, functional leaders and CXO's.
• Supports CMO and business development teams with actionable positioning and messaging insights.

Key Results

• Developed processes for conducting and tracking competitive analysis data and tracking process for project requests
• Created and maintained knowledge base in SharePoint for communicating internal market intelligence and industry data
• Managed market analysis workflow to provide vertical product, sales and territory managers actionable data to produce leads

Confidential

Market Research Manager

• Refined research and analysis processes to support sales, sponsorship, and program managers by gathering and analyzing primary and secondary research data to address industry trends and grow business internationally. Developed new procedures for data management, analysis, and reporting to enable direct and efficient communication of actionable information to management.
• Consulted with chief executives and business unit managers to define business insights strategies
• Developed and executed marketing research plans and advised senior leadership on customer satisfaction metrics
• Supervised staff and vendors in qualitative and qualitative project management of domestic and international projects using online surveys, focus groups, and interviews to collect actionable data internationally
• Analyzed consumer trends and delivered reports summarizing key findings
• Made recommendations for applying key findings to business strategies, where applicable

Key Results

• Realized significant budget improvement 80k through efficiency of project management
• More than doubled productivity in projects managed over previous two-year period
• Implemented new customer satisfaction index and tracking procedures

Confidential

Market Research Manager

• Implemented entire research function as an internal strategy consultant for directors of marketing, sales, management, and industry business partners. In my role, I am responsible for initiating projects to develop customer insights at the direction of the director of marketing and executive director CEO .
• Managed all primary and secondary research from inception to completion
• Managed online surveys, primary research vendors, secondary research, consumer segmentation, and industry research
• Planned project time lines, staffing, and budget requirements
• Developed instruments such as questionnaires and discussion guides, and programmed online surveys
• Reported key findings of analytical, strategic, and economic impact modeling studies to constituents

Key Results

• Named the organization's Rookie of the Year in 2009 for developing Economic Impact Models
• Served on the Employee Activity Committee

Confidential

Research Project Manager

• As a key member of the division's research and evaluation team, I independently consulted with, and managed projects aimed at growth strategy for programs and products like Boys' Life and Scouting magazines, as well as camp and outdoor programs.
• Consulted with brand and product line vertical decision makers to determine their strategic objectives
• Defined internal requirements and contracted with external suppliers to field projects according to budget and timeline
• Maintained internal research data assets to support national and regional offices
• Supported Strategic Marketing Communications with data such as segmentation and competitive market data
• Contributed to internal training and programs knowledge base to support various divisions

Key Results

• Recognized with special award from Director of Innovation Strategy for automating demographic reports
• Special recognition from Chief Executives for implementing a demographic study to improve retention

Confidential

Manager of Field Operations

• Managed regional operations for a full-service market research supplier. The responsibilities of this role included managing project timeline, budget, and market research objectives for clients.
• Advised research, brand, and category managers on research design and methodology, instruments, and protocol
• Managed full and part-time staff of project managers, supervisors, and interviewers for market research field service
• Conducted surveys, concept testing, product testing, awareness studies, focus groups, and interviews for clients

Confidential

Product Analyst

• Analyzed product mix and pricing strategy for the content development division of multimedia broadband service provider. Collaborated with a business analyst and a technology analyst on a cross-functional product development team to analyze bundle, plan and product offerings to increase retention, average revenue per user and customer satisfaction.
• Contributed to proposals driving product development guided by strategic planning committee
• Conducted competitive product and marketing-mix analysis
• Analyzed ad-hoc reports, and recurring research to generate demographic and marketing data
• Utilized consumer behavior, purchase and customer satisfaction data to provide strategic insights
• Derived Internal performance metrics from queries of web-based and database reports to analyze usage/bandwidth
• Developed surveys and other research instruments and manages vendor relationships to ensure customer satisfaction

Key Results

• Contributed to the introduction of new broadband bundle pricing plan through customer analysis and research
• Assisted technical services team in tiered lineup rebuild with data from customer surveys and decreased churn 6

Confidential

Managing Director-Market Research

• The Managing Director oversees local operations and business development for a national market research supplier to deliver actionable custom market research data to clients in various industries from consumer packaged goods, technology services, retail clients, and other enterprises. Client service, project management and business development are the integral functions of the managing director.
• Managed research operations for retail audits, intercepts, web-based surveys, product placement, focus groups, in-depth interviews, ethnographies and product placement for CPG's and other industries
• Managed two full-time project managers and up to thirty part-time staff and supervisors
• Additional accountabilities included oversight, quality control and client satisfaction
• Maintained research panel database for sampling of ethnic and other target demographics

Key Results

• Improved profitability ratios for first year since 2003
• Recognized as White Gloves industry service award for outstanding operations 2005

Confidential

Senior Field Research Representative

Collected and analyzed data from a large national syndicated panel to provide clients with consumer and product insights. Managed quality-control for field data collection and analysis and trainer, mentored junior associates. Provided reports for clients to access and aggregate data through queries and requests.

Key Results

• Nominated to Field Council on Quality for recommending improvements to data collection procedures
• Served on Field Job Description Review Committee, Field Training Council and Field Incentive Committee
• Company recognitions included: Field Rep of the Month 2002, 2005 1999 Field Rep of the Quarter 1998 Field Council on Quality Award 2001 and Fab-Five Award for Outstanding Field Operations performance FCOQ 2003