Summary
Highly analytical and results-driven Consumer Insights Manager with over 10 years of experience leveraging deep market understanding and data analytics to drive strategic business growth. Proven expertise in designing and executing comprehensive research methodologies, translating complex data into actionable insights, and influencing product development and marketing strategies. Adept at leading cross-functional teams to identify emerging trends and optimize consumer engagement across diverse sectors.
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