SR. PLANNER, ADVERTISING AND MULTICULTURAL PRODUCT
Summary
Accomplished advertising and product researcher with experience in qualitative and quantitative study methodologies. I excel at balancing the management of vendors and stakeholders to deliver quality insights to support organizational communication and product objectives and goals.
Highlights
Cross-functional team leadership
Multicultural Research
Non-Luxury and Luxury Research
Market segmentation
Excellent written and verbal communicator
Quantitative analysis
Qualitative analysis and moderation
People management
Accomplishments
Play a key role in conducting product and advertising research for launch and sustain vehicles across the luxury and non-luxury categories, and among General Market and Multicultural demographics
Experience
09/2014 to Current
Sr. Planner, Advertising and Multicultural ProductNissan Motor Corporation － Franklin, TN
Responsible for managing advertising research projects for Nissan and Infiniti
Analyze data, prepare and present results and offer recommendations to assist management in strategic decision making
Act as consultant and strategic partner to Marketing management on critical decisions
Independently lead the design and execution of pre-concept testing, concept testing, copy testing, and ad tracking; evaluate and select appropriate vendor and manage vendor activity in these areas
Analyze data obtained from research; measure customer preferences, perceptions or acceptance of targeted products
Prepare reports summarizing conclusions of studies and present to management and stakeholders
Monitor the effectiveness of advertising programs and take a leadership role in the set up of processes for ongoing assessment of such programs
Manage vendor to develop new study methodology and sample specifications
Analyze consumer and automotive industry trends and other relevant data to support internal partners
Act as consultant and strategic partner to marketing and product management
Responsible for fiscal year budget creation and negotiations with vendors and internal purchasing/finance department
Manage Market Intelligence Moderator Team with internal and external moderating opportunities
Moderate internal and external focus groups
Manage Employee Diversity Panel
Conduct multicultural research for Product and Advanced Planning
Develops and executes product research projects for viability/consumer appeal of all aspects of prototypes and products.
Identify USPs, COE, target customers and volume projections
Coordinates research activities with stakeholders: Marketing Pricing Product Planning, Brand, Design and Product Development Teams
Interpret, develop and present research findings to internal stakeholders both US and Global
Responsible for managing and supervising the work of multiple suppliers and vendors
Responsible for managing contract employees.
09/2012 to 09/2014
Advertising Research PlannerNissan Motor Corporation － Franklin, TN
Responsible for managing advertising research projects Analyzed data, prepared and presented results, and offered recommendations to assist management in strategic decision making Acted as consultant and strategic partner to Marketing management on critical decisions Independently led the design and execution of pre-concept testing, concept testing, copy testing, and/or ad tracking; evaluated and selected appropriate vendor and managed vendor activity in these areas Analyzed data obtained from research; measured customer preferences, perceptions or acceptance of targeted products Prepared reports summarizing conclusions of studies and presented to management Monitored effectiveness of advertising programs and took a leadership role in the set up of processes for ongoing assessment of such programs Ensured advertising study questionnaires reflected the brand and current vehicle positioning.
Managed vendor to develop new study methodology and sample specifications.
Analyzed consumer and automotive industry trends and other relevant data to support internal clients.
Maintained and monitored the integrity of databases Responsible for fiscal year budget creation and negotiations with vendors and internal purchasing/finance department Managed Market Intelligence Moderator Team for internal and external moderating opportunities Worked with internal partners to understand scope and project needs Delegated assignments to team members Researched and schedule training opportunities Scheduled regular, and as needed, meetings for follow-up and debriefs Moderated internal and external focus groups Managed Employee Diversity Panel Recruited employees to participate in panel to review advertising (print, radio, TV) Moderated focus groups to gather opinions of advertising Analyzed results from Diversity Panel and translate participant feedback into qualitative insights.
07/2010 to 09/2012
Advertising Research AnalystNissan North America － Franklin, TN
Analyzed qualitative & quantitative information to support and review new and existing marketing strategies
Facilitated and participated in advertising concept and copy testing focus groups planning with various departments and agencies (Purchasing, Market Communications, Strategy, and ad agencies)
Independently organized, facilitated and managed vendor interaction between Market Intelligence and departments
Oversaw the development of all project materials (e.g., screeners, discussion guides, questionnaires, topline and full reporting)
Presented findings and recommendations of concept and copy tests to internal partners
Managed Employee Diversity Panel
Recruited employees to participate in panel to review advertising (print, radio, TV)
Moderated focus groups to gather opinions of advertising
Analyzed results from Diversity Panel and translate participant feedback into qualitative insights
Communicated Diversity Panel evaluation results to internal and external partners
Edited Market Intelligence Bi-monthly newsletter, The Researcher
Authored weekly communication to senior executives and teams evaluating television advertising using syndicated information
Managed MI Moderator Team with internal and external moderating opportunities
02/2009 to 07/2010
Product Research AnalystNissan Motor Corporation － Franklin, TN
Participated in product clinics and marketing communications focus groups
Assisted in questionnaire development
Coordinated and oversaw vendor activity
Researched and analyzed data obtained from groups or from consumer trend surveys that measures customer preferences, perception or acceptance of targeted products.
Assisted in reporting findings and summarizing conclusions of studies.
09/2007 to 02/2009
Infiniti Parts Operations SpecialistNissan Motor Corporation － Franklin, TN
Provided support for Infiniti dealer parts personnel and responded to regional inquiries on all facets of the ASR system, including system training and troubleshooting / problem resolution
Evaluated daily ASR dealer transmissions and system generated offers, identified ASR process and ASR system problem areas, and made necessary adjustments to system Resolved ASR order discrepancies and followed up with InfinitiNet support and programmers
Scheduled, processed, tracked, followed up and coordinated with dealers, regional and PDC personnel on ASR dealer quarterly parts returns
Worked with InfinitiNet support and regional staff during dealership buys/sells to ensure smooth transition
Identified and resolves any buy/sell issues affecting ASR performance at new dealership.
02/2006 to 09/2007
Executive SpecialistNissan Motor Corporation － Franklin, TN
Responded to customer inquiries that reach Nissan and Infiniti Division Executives Tracked and identified trends with Consumer Affairs agents and reported findings to supervisors for process improvement and training Assisted with goodwill decisions.
Ensured claims did not surpass spending budgets Negotiated settlements with customers on behalf of the Arbitration Department Responded to the Better Business Bureau and consumer advocacy agencies regarding customer concerns.
Education
2005
BBA: Business, Management,Marketing, and Related Support ServicesBelmont University － Nashville, TN, USA
Skills
MS Office, RIVA Moderator Trained (2012), Multicultural Product and Advertising, Vendor Negotiating,
