SW&A is a boutique strategy & insights consulting firm. As a key member of a high-performance team of 10 consultants reporting directly to the Managing Director, I lead a broad range of strategic engagements for Scotiabank, Danone, Molson, Church & Dwight, Canada Bread, Burnbrae Farms, Sobeys, Canadian Tire, and Sport Chek.- Types of projects included brand positioning, market segmentation, consumer usage & attitudes, product development, advertising & brand tracking, pricing… Show more SW&A is a boutique strategy & insights consulting firm. As a key member of a high-performance team of 10 consultants reporting directly to the Managing Director, I lead a broad range of strategic engagements for Scotiabank, Danone, Molson, Church & Dwight, Canada Bread, Burnbrae Farms, Sobeys, Canadian Tire, and Sport Chek.- Types of projects included brand positioning, market segmentation, consumer usage & attitudes, product development, advertising & brand tracking, pricing, promotion, and package evaluations.- Leveraged data mining tools such as SQL and SPSS for analyzes, and multiple quantitative and qualitative research solutions and methodologies such as Implicit Association Tests (IAT), Driver Analyzes, Thurstone Case V Analyzes, Conjoint Analyzes, MaxDiff, and Discrete Choice exercises to improve data accuracy and insights.- Set-up and led top-to-top meetings with clients and stakeholders, acting as a strategic counsel and thought partner for senior executives – both within the context of strategy projects and on an ongoing basis.Main accomplishments:- Supported Scotiabank & Sobeys successfully implement and expand their Scene+ loyalty program across Canada. This multi-phased initiative was comprised of several qualitative and quantitative research, and ongoing management of strategic planning across different business lines to ensure alignment with their strategic plan.- Delivered a consumer-lead growth plan to Sport Chek, grounded in high potential targets and how to win with them. The project helped the retailer galvanize its value proposition, align priority categories, and reposition the brand to win in a post-pandemic environment.- Helped Danone understand the usage & attitudes and drivers & barriers of plant-based dairy alternatives. The project identified the growth opportunity, and the core demand spaces for the category and delivered an actionable and clear path for the company to become the #1 manufacturer of plant-based dairy in Canada. Show less

MARU/ is a tech start-up and advisory firm specializing in consumer intelligence. As one of its first employees, and manager of the CIBC, Coca-Cola, Kraft Heinz, Johnson & Johnson, and Roger accounts, I helped the company establish itself as an innovative market research player and expand globally. Delivered over $2M in strategic projects annually across 13 countries. Reported to the Sr. VP of Consumer & Shoppers Insights. Managed three analysts. - Helped CIBC become the absolute… Show more MARU/ is a tech start-up and advisory firm specializing in consumer intelligence. As one of its first employees, and manager of the CIBC, Coca-Cola, Kraft Heinz, Johnson & Johnson, and Roger accounts, I helped the company establish itself as an innovative market research player and expand globally. Delivered over $2M in strategic projects annually across 13 countries. Reported to the Sr. VP of Consumer & Shoppers Insights. Managed three analysts. - Helped CIBC become the absolute top-of-mind brand associated with Toronto Pearson. Managed the set-up of a brand tracker and the delivery of quarterly insights reports that helped the bank effectively improve awareness and impact of its advertising and expand its branches and services in the airport and the UPX train.- Identified the size and profile of different coffee consumers segments in Asia. The study defined 8 priority target groups which also helped validate 12 coffee consumption hypotheses, allowing Coca-Cola better identify entry opportunities and the right product for each consumer market.- Managed multiple qualitative and quantitative studies to understand consumer needs and preferences for a new telecom product and provided a recommendation to Rogers’ leadership on the best strategies to support the new product’s launch.Corporate contributions:- Assisted the Chief Research Officer lead the company’s “Elevating Insights” initiative across the global Maru organization. Created documents, implemented, and improved processes to inform projects’ analyzes and design.- Created and delivered different trainings, including “Developing a Consultative Mindset” and “The SCQA Model for Analytical Thinking” to over 100 associates in North America.- Convinced the leadership team to implement a standard customer feedback survey for delivered projects. The initiative helped us better understand and address expectations and inform strategic account planning. Show less

NielsenIQ is the world’s leading consumer intelligence company. As Account Manager, I was accountable for the overall management and delivery of over $10M in strategic projects and solutions annually to Kraft Heinz, Mondelez, Unilever, and Procter & Gamble. Reported to the VP of Client Service. Managed five analysts.- Identified savings opportunities of over $1.5M for Procter & Gamble after analyzing the ROI and promo efficiency of their pre-vendor agreement with retailers.-… Show more NielsenIQ is the world’s leading consumer intelligence company. As Account Manager, I was accountable for the overall management and delivery of over $10M in strategic projects and solutions annually to Kraft Heinz, Mondelez, Unilever, and Procter & Gamble. Reported to the VP of Client Service. Managed five analysts.- Identified savings opportunities of over $1.5M for Procter & Gamble after analyzing the ROI and promo efficiency of their pre-vendor agreement with retailers.- Convinced Mondelez not to convert its Base gum to White (a $300K savings) after using quantitative and qualitative data sources to point out the risks/implications of the transition.- Helped Kraft Heinz brand managers successfully launch a new pizza product, adding $600K in monthly sales.Corporate contributions:- Won 3 “Commitment to Excellence” awards (2012-13-14) for consistently delivering exceptional work to clients.- Awarded Nielsen’s “Core Value Associate of the Year” in 2015 for providing outstanding value to clients with actionable recommendations and ROI aligned with their strategic objectives at the core of analyses.- Granted the title of ‘Risk Taker’ by Mondelez for managing day-to-day activities and communications with key stakeholders, creating a smooth, seamless experience for them during their spin-off phase from Kraft Heinz. Show less

- Defined clear strategies to drive more snacking occasions for Kraft Heinz. Conducted 3 quantitative and qualitative studies to understand consumer need states and trends. Identified 8 priority occasions to drive sales and provided recommendations on how to execute each one.- Led the development, implementation, and delivery of syndicated reports to help Unilever better identify white space opportunities and mis-priced items. It included price architecture, incentive curves and value maps,… Show more - Defined clear strategies to drive more snacking occasions for Kraft Heinz. Conducted 3 quantitative and qualitative studies to understand consumer need states and trends. Identified 8 priority occasions to drive sales and provided recommendations on how to execute each one.- Led the development, implementation, and delivery of syndicated reports to help Unilever better identify white space opportunities and mis-priced items. It included price architecture, incentive curves and value maps, and highlighted pricing opportunities to improve value segmentation and prevent trading down and cannibalization effects.- Managed a multi-phased project to understand the drivers behind the gum category decline and Mondelez’s share losses to develop growth strategies. Assessed economic & social trends, snacking, channel & retail landscape, and enterprise wide category/brands to propose an action plan to address the key drivers of decline. Show less

Itaú is Latin America’s largest bank and most valuable brand. Helped the bank successfully enter the Japanese market and surpass its financial goals in three years by leading business insights & analytics, strategy, product development, process improvement, and marketing & sales initiatives for several products and services. Reported directly to the General Manager of Japan. Managed two analysts.- The department successfully delivered multiple studies including market sizing estimates… Show more Itaú is Latin America’s largest bank and most valuable brand. Helped the bank successfully enter the Japanese market and surpass its financial goals in three years by leading business insights & analytics, strategy, product development, process improvement, and marketing & sales initiatives for several products and services. Reported directly to the General Manager of Japan. Managed two analysts.- The department successfully delivered multiple studies including market sizing estimates, competitive analysis, product development and marketing campaigns, acquiring over 35K customers and $68M in deposits in the first year.- Developed and managed several corporate strategic reporting/dashboards that integrated and leverage existing and new data sets. Data, recommendations, and insights facilitated the decision-making process of the CEO, C-Suite, and Senior Management.- Played a significant role in the acquisition of a foreign bank operation through qualitative and quantitative research, economic, financial & operational analysis, and creation of key data and insights for the decision-making process and strategy. Show less

As key member of Itaú’s strategic projects division, I contributed to the creation of the bank’s middle market segment, acquiring 45K+ clients in one year by launching differentiated products/services/branches, improving service channels, and implementing marketing/sales insights and analytics to develop the ‘Personnalité’ brand.- Actively designed and carried out research to understand the market, create the brand and develop products/services to cater to the needs and desire of the… Show more As key member of Itaú’s strategic projects division, I contributed to the creation of the bank’s middle market segment, acquiring 45K+ clients in one year by launching differentiated products/services/branches, improving service channels, and implementing marketing/sales insights and analytics to develop the ‘Personnalité’ brand.- Actively designed and carried out research to understand the market, create the brand and develop products/services to cater to the needs and desire of the target group.- Led projects that improved the segment’s service channels (ATMs, Website, Phone, and Internet Banking). Added new features and simplified navigation, decreasing costs by 12% and enhancing client security and satisfaction. Show less

Assisted Itaú and America Online (AOL) acquire 400K+ Internet Banking users in one year by managing products & brands, implementing, and coordinating strong acquisition channels, and extensive marketing research and campaigns.- Conducted and managed research to assess the impact of internet-based innovations on the personal finance service industry and identified strategic threats and opportunities for the bank on the national arena.- Increased sales by 34% after instituting a… Show more Assisted Itaú and America Online (AOL) acquire 400K+ Internet Banking users in one year by managing products & brands, implementing, and coordinating strong acquisition channels, and extensive marketing research and campaigns.- Conducted and managed research to assess the impact of internet-based innovations on the personal finance service industry and identified strategic threats and opportunities for the bank on the national arena.- Increased sales by 34% after instituting a comprehensive monthly report, highlighting the project’s budget, economic, market & sales performance, products price & costs structuring and forecast scenarios. Show less