Established consumer foresight function for Disney Parks, Experiences and Consumer Products businesses, including management of all “outside-in” insights capabilities across multiple sites and lines of business; Responsible for establishment and implementation of internal futures scenario planning, weak signal analysis and trend monitoring, as well as incorporation of unstructured data as a source for opportunity identification * Identify future consumer targets for Disney products and experiences through segmentation, external landscape analysis, competitive intelligence, as well as emerging methodologies* Lead consumer analysis for global business development, product development and Imagineering (Disney product planning) efforts via product concept testing, attitude and usage studies and segment sizing and valuation studies* Guide internal partners on marketplace insights and trends to identify areas of business growth, as well as ensure current and future consumer relevance* Advise chairman and senior management on futures consumer scenarios, fueling corporate planning decisions* Leverage AI and machine learning to analyze unstructured and social listening data for insights into current and future product and service needs* Manage all qualitative and secondary insights across multiple lines of business, focusing on innovative methodologies and paths to deep consumer understanding* Formed Identity & Cultural Insights area to sharpen focus on DEI-specific learning and opportunity identification

Consumer insights and strategy for North America, with responsibilities covering all key business and brand strategy decisions for the US, Canada and Mexico for both the Nissan and Infiniti brands; Standing member of regional management and operating committees* Led repositioning of Nissan & Infiniti marketing communication based on deep consumer insights, resulting in highest historic market share (9.2%) and improved consumer perception of key brand attributes* Worked together with internal partners to launch sales and marketing analytics tool, allowing for actionable marketing strategies at the DMA level, leading to marketing spend efficiency of upwards of 10%* Oversaw all marketplace intelligence—both primary and secondary research—for the internal Nissan & Infiniti stakeholders* Cultivated shift in departmental vision from insight generation to foresight generation, re-focusing efforts toward identifying new, forward-looking opportunities for brand and sales growth * Reignited focus on multicultural and diversity markets within Nissan, leading to over-indexing sales and brand performance among LatinX and Black communities

Responsible for development and implementation of regional brand strategy for key growth markets in Brazil and Latin America, as well as management of regional consumer insights practice; Member of regional management and operating committees; Key internal consultant to global and local executives * Led upstream product insights process for the first Nissan vehicle designed and built in Brazil—the Nissan Kicks—via consumer mindset segmentation, ethnographic and trend research, as well as product demand studies and volume projection for lifecycle sales* Partnered with local and global sponsorship teams on brand positioning for the 2014 FIFA World Cup and 2016 Summer Olympics—Nissan’s first global events of this size, impact and caliber* Represented the customer voice in all key business forums; Validated company strategic initiatives and functioned as key internal brand ambassador and guardian * Oversaw all brand planning, KPI development and monitoring for 40 countries

Relocated from the US to reorganize and reshape the Brand and Market Intelligence function to align with global standards; Transitioned the area from “information gathering” to consumer insights and strategy development; Managed the launch of the Infiniti brand in Mexico, Chile and Panama * Championed shift in brand and communication strategy based on consumer insights and marketplace intelligence, moving Nissan market share from 16% to 25% and first place in sales in Mexico* Created new Market Intelligence organizational structure, developed new research practices and formalized project management and reporting processes

Responsible for creative development for Versa, Sentra, Cube, Z and GT-R; Led LatinX advertising efforts and go-to-market strategy for the full Nissan portfolio; Headed launch communication activities for GT-R, including product placement and gaming partnership with EA Games* Responsible for all above-the-line communication assets for small cars and sports cars* Conducted final sign-off on all creative—traditional and non-traditional—prior to execution* Ensured consistency for all Hispanic communications, above the line and below the line, regional and digital* Key stakeholder in media selection across portfolio for LatinX consumers

Managed all marketplace insights for Nissan’s Truck and SUV portfolio, including product, pricing and advertising research including launches of Murano, Rogue, and Pathfinder

Lead researcher for Nissan’s entry into the small car segment; Conducted large-scale product portfolio clinics for the launch of Versa Sedan and Hatch, as well as dynamic and pricing studies* Created the Versa nameplate, as part of name generation study

Country Manager for Mexico research practice supporting GM, Toyota, and LVMH; Responsible for all business development and account management, including client consulting, study development, and results presentation workshops