Amy Raihill Email & Phone Number

-- Manage marketing research agencies and processes to deliver decision-support and insights generation for the Shell family of consumer motor oils, including Pennzoil, Quaker State and Helix. -- Deploy a $3M budget to support analyses of ATL and BTL spending efficiencies via global consumer tracking of brand health in 20+ countries. Also responsible for global advertising tracking. -- Work closely with providers and Procurement to identify cost efficiencies. Delivered a Plan for an estimated annual savings of $100,000 per year over three-year term (2009-2011).

-- Deployed a $2.5M budget and team of three to deliver the information needs of the NA Consumer Lubricants Team. Proved effective liaison between Global Management and Region. -- Represented the business’ interests by delivering category knowledge and industry insights in direct engagements with a variety of key customers, such as Wal-Mart, Pep Boys, Jiffy Lube and more. -- Directed communications effectiveness research, including message optimization, copy testing and advertising tracking, towards the delivery of effective, targeted advertising for multiple brands. -- Employed syndicated research to identify key consumer and customer trends leading to growth opportunities; successfully championed efforts to reinvigorate Hispanic-marketing efforts.

-- Joined Pennzoil-Quaker State to participate in a unique opportunity to build a state-of-the-industry research team within the automotive aftermarket. Responded to the need for insights, rather than data, using expertise in both syndicated and custom research. -- Established Customer Satisfaction Program, including”top-to-top” executive interviews with retail buyers to deliver candid insights uncommon in the aftermarket. -- Reduced costs of in-market trackers (general market and Hispanic) by migrating online from telephone tracking and by working in partnership with providers towards cost-effective delivery.

-- Designed and directed all phases of custom research for consumer and business-to-business endeavors, using both quantitative and qualitative techniques. Employed a variety of methods, including but not limited to: retail audits, online focus groups, intercept interviews and online research. -- Translated data into marketing information towards actionable decision-making for a variety of clients, including Pennzoil-Quaker State.

Provided consultation and analytic support to NPD automotive clients, including Pennzoil-Quaker State, Valvoline, Texaco and more. Supported both syndicated and custom research.-- Handled client communications, including newsletters, technical advisories and in-depth client interviews. Represented NPD at trade shows and industry functions. Participated in employee recruiting and hiring; supervised and motivated professional development of junior staff

Mmr, Marketing Research

UGA was and remains nation's premier graduate school in marketing research.

Abj, Advertising, Behavioral Science

Activities and Societies: Cum Laude