Strategic market research professional with experience in corporate, agency (research and advertising) and media environments. Proven effectiveness in leveraging research, marketplace data and cultural trends to deliver insights which guide marketing decisions and business priorities. Build and manage relationships with business partners, research suppliers and ad agencies and by establishing trust, open communication and positive work ethic.
REVLONJanuary 2014 to CurrentDirector NEW YORK, NEW YORK
Lead key research efforts globally, supporting both new business/brand development work as well as current brands and businesses.
Work closely with cross-functional business partners to develop and execute on strategies based on the insights.
Lead consumer insight generation for our brands through the alignment of an annual strategic learning plan focused on developing world class advertising, effective packaging, engaging brand ideas and new product propositions.
Drives category learning and thought leadership through shopper based insights and informs customer selling stories and joint business planning.
Lead research projects to inform and develop our portfolio strategy and drive portfolio-wide initiatives, including transforming the in-store experience, identifying white space opportunities and creating new cross-branded propositions.
Ensure our foundational research is consistently up-to-date and informs our enterprise planning process.
BAYER HEALTH CAREJanuary 2011 to January 2014Global Insights Head, Bayer Diabetes Care WHIPPANY, NJ
Led global new product development/alliance and tracking research to formulate business strategy, tactics and actions for Bayer Diabetes Care globally (including North America, Latin America, Europe and Asia Pacific.) Provided a holistic view of ongoing business performance and potential by synthesizing insights from multiple primary marketing research sources and integration of secondary syndicated data (e.g.
IMS) and business analytics.
Contributed to the 2015 brand health development/planning process by creating the Situation Analysis, which assesses and updates the global blood glucose monitoring landscape.
Situation Analysis used to as input for setting strategic business priorities, planning the deployment of global resources for the next three years and providing a strategic foundation for country business plans Consulting and research for new product development impacted strategy and feature set development Ensured implementation of learning plans for Bayer Diabetes Care Global Division, encompassing existing and next generation products as well as Portfolio and Business Development efforts Re-designed the Global Tracking Program, conducted in 22 countries, by partnering with country, regional and global teams to more effectively leverage the tracking research to meet their needs and drive business results.
This led to enhanced customization of targets, leverage points, consistency of KPIs and $600,000 cost savings.
SYNOVATEJanuary 2010 to January 2011Account Group Manager New York, NY
Managed $2 million US based tracking for American Express Cardmembers.
Set direction of all phases of market research studies ensuring that activities were accurate, efficient, within budget and timely.
Managed heavy volume of daily client ad-hoc requests and integration of custom and tracking research needs.
Redesigned consumer and small business tracking programs.
Managed staff of three direct reports; trained junior to senior level staff.
IPSOS ASIJanuary 2008 to January 2009Vice President Parsippany, NJ
Led $2 million in US Ad Tracking and Brand Equity research for Johnson & Johnson and LG.
Provided strategic insights and actionable recommendations to positively impact advertising/media effectiveness and business results.
Optimized media and advertising strategy, resulting in increased consumer engagement, ad recall and sales.
Managed and developed staff of four to build cross-product knowledge, ad agency orientation, and unique client/industry perspective to advance insights and presentation capabilities.
AMERICAN EXPRESSJanuary 1997 to January 2008Senior Research Manager New York, NY
Consulting and research expertise spanning consumer teams, small business teams and managing customer satisfaction tracking studies across multiple business portfolios.
Led re-development of benefits prioritization and positioning for Charge Card Portfolio.
Provided insights into the values, lifestyles, attitudes, and purchasing behavior of affluent consumers resulting in higher customer retention when card fees increased.
Drove branding and positioning decisions of multiple card portfolios through actionable insights into rational and emotional drivers of acquisition and loyalty.
Led product line strategy development for OPEN: The Small Business Network by implementing small business segmentation research.
Gained insight into product design targets and optimized portfolio management for new and existing products.
Leveraged unique insights from emotional connections research and customer satisfaction surveys to influence loyalty and acquisition communications development for the American Express Costco Card.
Additional American Express Organizational Experience Member of Partner and Process Management team (focused on vendor relations, list management, global compliance, and benchmarking best practices).
Received numerous leadership and functional excellence awards for outstanding performance.
CAMPBELL MEDIA ALLIANCEJanuary 1995 to January 1997Vice President New York, NY
Designed and managed agency's proprietary, syndicated and secondary market research programs.
Collaborated with agency media buyers and planners to infuse customer insights in media planning and strategy.
Created and implemented segmentation study for recipe dissemination advertising programs.
Developed proprietary research, combining Spectra geo-demographic data with Nielsen television ratings, resulting in more targeted and efficient media buys.
SCHOLASTIC INCJanuary 1990 to January 1995Research Manager New York, NY
Managed quantitative and qualitative research, including attitude and usage customer satisfaction and media research.
McCANN-ERICKSONJanuary 1988 to January 1989Research Account Executive New York, NY
Conducted strategic analysis of copy tests and quantitative research.
Clients: Coca-Cola, Heublein, R.J.
Reynolds, Manufacturers Hanover, Lea and Perrins.
DECISIONS CENTERJanuary 1985 to January 1987Project Director New York, NY
Developed, designed and managed custom research including concept, product, attitude and usage and tracking.
BARUCH COLLEGE, ZICKLIN SCHOOL OF BUSINESSMBA: Marketing ManagementMarketing Management
STATE UNIVERSITY OF NEW YORK AT NEW PALTZBS: Speech CommunicationsGPA: Cum LaudeSpeech Communications Cum Laude