Leading the Strategic Customer Insights team to drive executive decision-making and optimize GTM strategy across the organization, while solving business challenges like AI feature prioritization, micro-segment targeting, industry verticalization, and more through customer research and strategic assessment.• Directed development of a new customer segmentation focused on driving near-term growth in FY25, leveraging distinct and targetable “micro-targets” to grow the business and increase the effectiveness of sales outreach and marketing activities• Led team to identify the value of and optimal approach to expand the business within a new target vertical, driving the company towards a series of concrete actions to achieve growth objectives• Implemented new processes to drive efficiency in conducting customer research, resulting in reduced turnaround time for stakeholders, increased team satisfaction by establishing clear priorities, and action-oriented analyses that directly impact business decisions

Directed the Customer & Market Insights team within the Commercial Strategy & Operations group, bridging product strategy and customer insights across five key business lines to drive strategic growth and innovation at NCR, a leader in enterprise technology for retail, hospitality, and banking.• Instrumental in shaping the company’s growth strategy by overseeing pricing, market analysis, and competitive intelligence programs, working cross-functionally with organization heads and executive leadership team• Oversaw market research activity including primary research, secondary research, internal and syndicated data analysis, and more across all internal organizations• Promoted from Senior Manager to Executive Director for building out, leading, and coaching the Customer Insights team consisting of 6 managers and analystsSelect highlights in customer and commercial strategy:• Optimized pricing and maximized profit for NCR’s ATM-as-a-service offering by overseeing a pricing study that mitigated internal disagreement between executives on pricing strategies• Identified a 10X market opportunity in the retail self-checkout sector for convenience stores by leveraging inhouse and secondary research to capitalize on four key growth areas• Refined product strategy, pricing, and feature analysis for a SaaS back-office suite for hospitality customers• Led a strategic overhaul of the Professional Services organization's approach to sales funnel tracking, leading to a more accurate assessment of revenue potential and identification of critical lead generation gaps

Served as key consultant for Georgia Pacific (leading pulp & paper company), leveraging big data to drive strategic decisions for three product lines and contributing to $3M in annual business. Worked alongside the company’s executive decision-makers.• Increased marketing effectiveness by 10% for the client’s Angel Soft brand by revising customer segmentation and targeting strategies and utilizing POS and consumer panel data to better identify receptive audiences• Improved launch performance of a new product by 20% within six months by identifying and implementing specific promotional opportunities and addressing key trial rejection issues through detailed sales and demographic trend analysis• Identified over $500M in growth opportunities for the napkin category, prioritizing five strategic areas with targeted promotions to double annual purchase frequency among infrequent buyers• Upsold $1.5M in additional billable hours to Georgia Pacific over the course of five years• Managed and mentored an analyst, delegated tasks, and guided them through analytical projects

Established a new CPG brand from the ground up, oversaw strategy and operations, and secured strategic partnerships that facilitated the brand’s expansion into expanded into 200 retailers like Whole Foods and Kroger• Strategically navigated the challenges of building a new brand, planning and enacting essential projects ranging from product and brand identity development to distribution, legal, marketing, and pricing decisions• Secured $750K in funding from investors, scaling the business and building a team that included a partner, director of sales, director of marketing, and support staff• Conducted comprehensive market research and feasibility studies to pinpoint the value proposition, target demographic, ideal pricing structure, and optimal channels of distribution

Key point of contact for two major clients, Coca-Cola and Georgia Pacific, overseeing the delivery of market research services while managing the work of one analyst.• Promoted from analyst to associate manager and finally client manager in the span of three years due to a strong grasp of analytics and exemplary leadership abilities• Key driver in the development and launch of Coca-Cola’s Dasani Drops brand by identifying the impact of a new competitive flavored water product and providing competitive analysis and product positioning strategy• Provided recommendations that prevented Georgia Pacific from cannibalizing existing sales through acompetitive analysis and risk assessment on a proposed low-cost paper plate offering

Led market analysis projects within the retail sector and developed presentations on retail market trends and consumer insights, facilitating key decision-making processes for clients