Summary
Experience
Consumer Insights ManagerPepsiCo
- Led quantitative research for 5+ new product launches, resulting in a 15% average increase in market penetration for key snack brands.
- Developed and implemented custom consumer segmentation studies, identifying underserved groups and informing marketing campaigns that boosted engagement by 20%.
Senior Research AnalystNielsen
- Designed and executed over 50 large-scale quantitative surveys for Fortune 500 clients, informing product development and advertising effectiveness.
- Utilized advanced statistical modeling (regression, conjoint analysis) to uncover key drivers of consumer preference, leading to an average 8% improvement in client product ratings.
Research AssociateKantar
- Assisted in data collection and analysis for brand equity and customer satisfaction studies for global clients.
- Contributed to 20+ qualitative focus groups and in-depth interviews, synthesizing consumer sentiment for strategic reports.
- Prepared detailed reports and presentations, translating complex findings into clear, actionable summaries for client delivery.
Campaigns & Projects
Global Beverage Innovation Tracker
- Developed and maintained an insights dashboard tracking emerging trends across 10+ global beverage markets, informing R&D pipeline.
- Reduced time-to-insight by 25% through automated data integration and visualization of competitive product launches and consumer sentiment.
- Provided monthly strategic recommendations to product teams, contributing to a 10% increase in successful concept tests.
Subscription Box Retention Optimization
- Led a deep dive into churn drivers for a major subscription box client, identifying key touchpoints for intervention through advanced analytics.
- Recommended personalized engagement strategies based on consumer lifecycle, resulting in a 7% reduction in subscriber churn.
- Implemented A/B testing framework for new communication strategies, optimizing messaging for maximum retention impact.
Customer Journey Mapping for E-commerce
- Mapped end-to-end customer journeys for 3 distinct e-commerce platforms, identifying critical pain points and moments of truth.
- Presented actionable insights to improve user experience, leading to a 12% increase in conversion rates for identified customer segments.
- Collaborated with UX/UI teams to implement design changes based on qualitative feedback and quantitative behavioral data.
Education
New York UniversityM.S. in Marketing Analytics
- Graduated with Distinction, specializing in predictive consumer behavior models.
- Completed thesis on leveraging unstructured data for market trend forecasting.
University of MichiganB.A. in Psychology (Minor in Statistics)
- Achieved Dean's List for all semesters (GPA: 3.8/4.0).
- Awarded University Research Grant for behavioral economics study.
Skills
Research Methodologies
Quantitative ResearchQualitative ResearchSurvey DesignA/B TestingFocus GroupsEthnography
Data Analysis & Tools
SQLPython (Pandas, NumPy)RSPSSExcel (Advanced)Tableau
Marketing & Strategy
Market SegmentationBrand StrategyProduct DevelopmentCompetitive AnalysisGo-to-Market StrategyConsumer Behavior
Communication & Leadership
Cross-functional CollaborationStakeholder ManagementPresentation SkillsTeam LeadershipMentorshipStrategic Planning