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Click here or scroll down to respond to this candidateCandidate's Name
Street Address - PHONE NUMBER AVAILABLE EMAIL AVAILABLESUMMARYMarket research experience in CPG & OTC, Consumer & Shopper Insights, Media, Domestic & International Research. Strategic planning and brand building, encompassing corporate, supplier and consulting areas in primary & syndicated/secondary research. Managing all phases of market research which include superior study design, questionnaire development, sampling, report & analysis, interpretation and presentation of results.EMPLOYMENT & PROFESSIONAL EXPERIENCEKimberly Clark Corporation, Chicago, IL (Currently in Bridgewater, NJ) October 2012 PresentBaby Care Category - Global Manager, Marketing Research & AnalyticsThis global role supports strategic initiatives directed by the Baby & Childcare category by defining information needs, developing and executing research strategies that meet business objectives. Develop the appropriate Consumer & Sensory Insights learning plans for existing and new product development and product launch platforms to evaluate hypotheses that can assist in meeting business objectives by utilizing appropriate analytic techniques to develop and test hypotheses, draw relevant inferences and create recommendations to define business opportunities. Synthesize, interpret, and apply information/data to establish facts and develop insights to provide new perspectives on the category, consumers, shopper insights, and innovation pathways. Plays key role in shaping creative strategies and executions for testing new ad campaigns, line extensions, shopper insights promotions, and new product innovation introductions. Monitor Brand Measurement and Tracking prepare reporting via Scorecards, Dashboards, Qtr. reports, etc. Coordinate and execute creative and marketing strategies based on qualitative and quantitative research including product innovation, packaging, concept testing, brand development, ad testing, sensory insights, etc.Key responsibilities: Provide business and product consultation, as well as customized analysis on across all areas of marketing (i.e., new products, pricing/promotion, shopper insights, brand strategy, packaging, digital, etc.). Work in unison internally with cross functional teams, regional and local market research representatives. Supervised and managed 2 MR Analysts and Summer Interns.Amway Corporation, Grand Rapids, West Michigan October 2008 September 2012Nutrition (Health & Wellness) Category Team Lead/Supervisor, Global Consumer/Shopper & Market InsightsResponsible for scoping and preparing strategic solutions. Leveraged information to generate insights for enhanced brand and brand/ad performance. Specializing in quantitative and qualitative research methodologies coupled with creative projective techniques in brand equity, consumer behavior and competitive landscape analysis to develop optimal product & brand strategies. Designed and executed continuous studies across Amway Nutrilite brands; shape analysis and provide numerous strategic business-building recommendations. Developed and support long & short-range product innovation plan via ideation workshops, identifying white-space opportunities via consumer unmet needs, preparing concept optimization process to facilitate NPD and alignment across functional teams. Conducted all phases of new brand/product development research (from concept to test market) for various trends used in short- & long-term product planning.Designed and conducted a variety of research programs, developing conclusions, implications, and recommendations based on results. Supervised and managed a team of 2 Assistant Managers and 2 MR Analysts.CNN, New York, New YorkDirector of Market Research September 2006 October 2008Consulting in all areas of primary research for media clients. Primary contact for client service activities; responsible for establishing trusted advisor role to initiate and plan additional business, and road map strategic and tactical research needs for Marketing, Ad Sales and Advertisers.Managed accounts and costs, set priorities, execute projects, interpret data, provide strategic direction and present results to clients. Assumed a leading role in survey design ensuring appropriate ad research methodologies are employed. Integrated data from various sources and channels to identify new business opportunities, optimize rate card and quantify ROMI. Addressed key client business needs to support: Brand Assessment, Communication & Media Evaluation, Ad Sales, Performance Tracking, Target Audience Intelligence, Segmentation, Marketing Mix Modeling, and Database Management. Provided comprehensive counsel on Market Evaluation, Brand Management, Concept Testing and New Product Introduction. Prepared detailed analytic plans, highly focused top-lines, reports and presentations.Lead multiple complex projects, managing project staff/clients to ensure timely and effective delivery of end products and value-added services. Analyze project results, identifying marketing implications and developing recommendations. Managed 2 MR Managers.Novartis Consumer Health OTC, Parsippany, New JerseySenior Manager, Global Market Research August 2004 September 2006Dermatologic (Lamisil & Fenistil brands), G.I. (Maalox, Gas-X, Ex-Lax & Prevacid brands) categoriesExperienced marketing research professional, consumer & shopper insights, brand and advertising strategist.Provided management research-driven recommendations for product development, increasing product adaptation, usage, shopper insights, and improving marketing communications for OTC brands. Provided strategic guidance for research initiatives to improve marketings short- and long-term brand/product development. Supervised all aspects of custom quantitative and qualitative marketing research studies from proposal to budget estimate through final reporting and presentation using a variety of methodologies. Studies include Segmentation, Attitudinal, Behavioral, and Awareness & Usage Studies, Concept/Product Testing, Volumetrics, POP and Package Testing via Regional & International based research. Liaise with Brand Management to ensure all project, questionnaire design, analysis, and report specifications were being met. Designed and prepared in-depth comprehensive reports based upon data findings and recommended actions based upon internal client business interests.Oversaw all primary & syndicated research (Nielsen & IRI) which includes Industry Analysis, Competitive Analysis, Advertising Effectiveness programs, Online Panels and partnering with Agency to assist with development of copy/creative executions.Cond Nast Publications, Inc., New York, New YorkSenior Group Manager of Custom Research, Corporate Market Research December 1999 August 2004Group Manager of Custom Research, Corporate Market Research July 1999 - December 1999Responsible for all areas of primary & syndicated/secondary research for strategic planning and brand building for CNP group titles, which include Vogue, Gentlemens Quarterly, Cond Nast Traveler, Vanity Fair, Mademoiselle, Wired, The New Yorker, Allure, Teen Vogue, Womens Sports & Fitness and Details. Directed research across new & established CNP titles to develop advertising strategies via positioning, competitive intelligence, awareness, usage/readership habits, attitudes, perception and behavior. Assisted Editorial/Marketing to improve on-line/internet strategy by creating research plans for websites and panels. Handled a variety of high priority business-to-business corporate assignments and requests from top management. Managed a $2 million dollar budget work-plan across all titles within group on a yearly basis. RIVA qualified moderator focus groups, one-on-ones, cover testing, ad campaigns, etc.Enhanced stature of Corporate Market Research Department by bringing strategic focus, upgrading suppliers, techniques, methodologies, improving quality and timing of research.ORC/Macro International, New York, New YorkAccount Manager, Marketing Research & Client Services Division June 1997 July 1999Managed, designed, development, implementation, analysis of domestic and international market research projects.Client base included: Chase, Unilever HPC, Lipton, Chesebrough-Ponds, Navy, First Brands, Pharmacia, Bell Atlantic andTV Guide. Extensive research experience in a variety of studies including customer satisfaction, segmentation, competitive product testing, customer brand loyalty, market share, market value and tracking studies. Played key role in shaping strategies and executions for numerous client base account studies. International and domestic research specializing in opinion, awareness & usage, concept/product testing, and corporate image measurements. Contributed numerous strategic business-building ideas, identified learning needs and created research plan for group. Managed all research needs for numerous brands, assignments on new product development, test marketing and established brands. Consulted on majority of client projects by working with media ad sales and marketing materials and presentations. Organized/effectively manage multi-project work-plan for capabilities and development.Primary responsibilities included involvement in overall research design, sampling and weighting, survey design, management of multiple projects and direct client communications.Audits & Surveys Worldwide, New York, New YorkAccount Manager, Marketing Research & Client Services Division February 1995 June 1997Involved in design, development, implementation and analysis of international & domestic market research studies.Client base included The Coca-Cola Company, Visa, Warner Lambert, AT Cross, Merck, Dannon, Campbell Soup,3M, United Airlines, Harlequin Books and LG Group. Responsibilities included involvement in proposal writing, client contact, and project administration from inception to completion (including questionnaire development, tab specs, analysis of data, report writing, charts and graphs).BBDO (Ad Agency part of Omnicom), New York, New YorkMarket Research Analyst, Consumer & Shopper Insights Division September 1991 February 1995Assisted in supervision to support account base, which included IBM Corp., American Express Co., General Motors Corp. and Viacom. Controlled target consumer market research scheduling procedures in coordination with Account/Media Planners.United States Naval Reserves, Ft. Hamilton, N.Y.Lieutenant Junior Grade May 1987 May 1996Assistant Communications Officer for Fleetwide OperationsEDUCATIONM.B.A., Marketing Management, B.B.A., International Marketing, Bernard M. Baruch CollegeHONORS AND AWARDSDeans List 1987 1991, Cum Laude 1987 1991SKILLSMicrosoft Word, Microsoft PowerPoint, Microsoft Excel, SPSS, and Euromonitor, Circana - Nielsen, IRI, IMS, Verispan and Wolters Kluwer data sources.REFERENCES Available upon request |
