VALUE PROPOSITION
Experienced consumer insights leader with a background in developing custom research, competitive intelligence, and voice of customer programs. The insights I develop are used to refine marketing processes and strategy, guide sales efforts and create products aligned with market needs.
KEY SKILLS
Market Research: survey design, programming, data analysis, presentations, project management (from scope to completion), acquisition and synthesis of secondary data, development of report and data libraries.
Listening to the voice of the customer: develop voice of customer initiatives. Create data collection instruments, internal procedures, select vendors, and implement reporting to support business intelligence.
Developing the strategy: translate research findings into actionable insights for market, sales and product strategy. Develop market tests and KPIs for measuring sales and marketing effectiveness. Provide feedback to keep initiatives aligned with specific goals (ROI, profitability, share of wallet, satisfaction, etc.)
Managing the process: optimize research budgets, select and manage vendors, consult with internal and external clients to set measurable expectations. Mentor and guide team members.
Sharing the knowledge: deliver impactful presentations for staff working at all functional levels. Create content for marketing and training efforts (blogs, courses and webinars).
Multi-industry experience: technology, financial services, education, public transportation, hospitality, media, healthcare, consumer products, B2B, B2C, supplier-side and corporate research.
Remote-friendly: capable of working remotely in an autonomous fashion.
PROFESSIONAL EXPERIENCE
Off2Market – Consultant – Fawnskin, CAJuly 2017 to Present
Support all aspects of the custom research process including survey development, programming, multivariate data analytics, reporting, and client presentation.
Create and deliver online content for instructing junior insights professionals.
Global Knowledge –Research and Competitive Intelligence Manager – Cary, NC2009 to June 2017
Expanded market insights and competitive intelligence capabilities allowing a global IT training leader to increase its marketing and sales effectiveness, and position within the market.
Projects included message and advertising testing; market segmentation; brand awareness tracking studies; competitive tracking; and customer satisfaction measurement.
Provided technical support on a CRM platform transition to Salesforce.com. My role ensured that customer satisfaction data from Qualtrics flowed into the system.
Administered a multi-year study on IT salary and skills which became the organization’s top lead generator and primary source for content, public relations, and strategy.
Fostered strategic relationships with key partners such as Amazon Web Services, Cisco, Citrix, and Microsoft allowing for enhanced sharing of market data.
Reduced research budget by 25% through negotiating with key vendors supporting both domestic and international research efforts.
Developed and implemented online skills assessments for use by marketing and enterprise sales.
Supervised junior analysts and research interns.
Worked remotely from 2015 – 2017.
Guitar Center Corporate – Consumer Insights Lead – Westlake Village, CA2008 to 2009
Reduced time and costs to obtain insights by 25% through development of an online research panel. Collaborated with internal stakeholders including, sales, marketing, product, IT, finance, legal and strategic planning.
Increased effectiveness of marketing and advertising offers via a pre-launch testing program.
Established a competitive tracking program to allow marketing and store management to make more informed decisions based on a competitive landscape.
Hired, trained and supervised internal research staff.
Wilkin Guge Marketing – Research Director – Ontario, CA2005 to 2008
Formulated market research programs for external clients and agency branding.
Projects included customer satisfaction measurement; market segmentation; brand awareness; message testing; design of A/B testing for outbound communication programs, and thought leadership research for the agency.
Hired and supervised internal research staff.
Los Angeles Times – Senior Database Marketing Analyst – Los Angeles, CA2001 to 2005
Leveraged survey and transactional data to inform circulation marketing decisions. Designed retention experiments which lead to a 30% decrease in subscriber churn.
Crafted predictive models which led to average increase in conversion of 45% on acquisition efforts across multiple sales channels (direct marketing, web, call center and field sales).
Mapped customer touchpoints and developed response mechanisms. Strategies from this research were applied across the organization.
Supervised junior analysts and research interns.
Worked remotely in 2005.
EDUCATION
MastersMBA - Information Management and MarketingCSU San Bernardino
BachelorsBA - Marketing and EconomicsCSU San Bernardino
SOFTWARE and TECHNIQUES
Analytics and Presentation Packages: SPSS, Q research software, Sawtooth, PowerPoint, Word, Excel and basic experience with Tableau, ArcView, and Cognos.
Survey Platforms: Qualtrics, Inquisium (Cvent), Sawtooth, Survey Monkey
Statistical Techniques: Factor analysis, cluster analysis, regression, max-diff, CHAID, conjoint (discrete choice), survival analysis, and A/B testing
Communication Packages: Skype, Google Hangouts, GoTo Meeting, and Zoom
Research Techniques: Experienced in the following research use cases:
Brand and advertising testing/tracking
Competitive intelligence
Customer satisfaction
Customer/User experience (CX/UX)
Employee insights
Qualitative insights
Market landscape and positioning
Pre-and post-program assessments
Pricing
Product development
Marketing effectiveness research
Market segmentation
Personal Strengths
Confident, self-disciplined, creative thinker, excellent communicator, willing to learn, willing to teach
