Asha Choksi

Asha Choksi Email and Phone Number

Senior Director, Client Services @ Human Made Machine
Washington, DC, US
Asha Choksi's Location
Washington DC-Baltimore Area, United States
Asha Choksi's Contact Details

Asha Choksi work email

Asha Choksi personal email

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About Asha Choksi

I've always believed in the power of research to tell a story; watching, asking, and listening to consumers fuels that passion. For over two decades, I have managed to do the work I love for some of the world's biggest brands across technology, finance, retail, travel, healthcare, education and real estate. I continue to look for new, innovative ways to leverage research and insights to help companies build stronger brands, reputations, and connections with their customers.Key accomplishments include:LEADING INSIGHTS TEAMS: Built high performing global research functions on the both the client and agency sides. Successfully re-engineered two separate insights orgs, reducing cost, speeding up time to delivery, while increasing impact and reach.- DIGITAL TRANSFORMATION: Developed insights in highly regulated industries that were moving from B2B to B2C, using tech to empower consumers. At Pearson, insights from my team's student research led the company to accelerate its transition to digital textbooks by a year, and ahead of COVID. - STORYTELLING: Strong bend towards repackaging complex data in many compelling ways to help organizations internalize the voice of the customer. In two different companies I set up a system of newsletters, one pagers, exec show-and-tells, real-time feedback, and customer video repositories to align the company around key insights.- THOUGHT LEADERSHIP: Use customer data to engage with the outside world: the media, policy makers, industry, employees, investors, and boards. On both the client and the agency side, I successfully launched and managed multi-year, public facing studies that were extensively used by our media teams and our execs to engage with stakeholders, partners and clients.

Asha Choksi's Current Company Details
Human Made Machine

Human Made Machine

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Senior Director, Client Services
Washington, DC, US
Employees:
47
Asha Choksi Work Experience Details
  • Human Made Machine
    Senior Director, Client Services
    Human Made Machine
    Washington, Dc, Us
  • Human Made Machine
    Client Director
    Human Made Machine Jun 2024 - Present
    Mclean, Virginia, United States
  • Freelance
    Consultant, Brand Research & Insights
    Freelance Oct 2023 - Mar 2024
    Washington Dc-Baltimore Area
    Partnering with corporations, agencies, and educational institutions to develop strategy based on brand measurement, tracking and communications research, and analytics. Advising research agencies on client development, product development and growth strategies.
  • Zillow
    Senior Director, Zillow Research & Insights
    Zillow Jul 2021 - Aug 2023
    Washington Dc-Baltimore Area
    Led a 15-person B2B and B2C Insights team to inform brand, marketing and communications strategies. Built, managed and refined ongoing, always-on measurement tools (CSAT, Brand Tracking). Worked closely with cross-disciplinary experts (UX Research, Data Science, Analytics) to provide integrated insights to the organization (the what and why).
  • Pearson
    Global Vice President, Market Research & Insights
    Pearson Dec 2016 - Jun 2021
    Washington D.C. Metro Area
    Built a high-performing team to inform Pearson’s strategy as they shifted from pure publishing to online learning and employability. Drove quant and qual research to drive thought leadership, product and brand marketing, new product development and the 5-year business strategy. The team developed workshops, scorecards, micro-sites and thought pieces to disseminate insights. Regularly presented at industry events or spoke to the media, investors and customers on timely topics like how GenZ is shaping the future of education and how COVID-19 accelerated trends around globalization, hybrid learning, and alternate credentials. Senior member of Pearson's DEI task force chaired by the CEO for four years; articulated the corporate ambition and key metrics towards tackling systemic racism in course materials.
  • Krc Research
    Senior Vice President, Weber Shandwick
    Krc Research 2015 - 2016
    Washington D.C. Metro Area
    Drove a portfolio of key accounts worth $1.5M, partnering closely with Weber Shandwick / IPG integrated communications agencies (lobbying, advertising, public relations). Led qualItative and quantitative research initiatives to inform thought leadership, brand building and PR strategies to tackle corporate reputation issues.
  • Greenberg Brand Strategy
    Vice President, Humanquant
    Greenberg Brand Strategy 2012 - 2014
    Greater Boston Area + Singapore
    Greenberg was historically a qualitative research firm specializing in brand strategy, that was expanding its capabilities to quantitative and digital. Started up the HumanQuant practice in Asia, and then grew the practice stateside through a combination of thought leadership, business development, and modifications to the Greenberg brand and corresponding credentials. Launched the Greenberg Global Wire, a syndicated piece of research in 6 countries about the intersection of finance, ecommerce, retail to shape consumer needs in Asia. Specialized in ethnographic research, shop-alongs, segmentations, customer journey mapping and persona development for high-tech, eCommerce, retail, and finance clients.Vice President, Strategy | UNITED STATES | June 2013 - October 2014Director, humanQuant | SINGAPORE | July 2012 - June 2013
  • The Harris Poll
    Svp, Head Of Research & Operations, Asia Pacific
    The Harris Poll 2009 - 2012
    Singapore
    Moved to Singapore to manage all aspects of the business and teams in Singapore, Hong Kong and Shanghai. Led the P&L for the region. Sold and delivered on qualitative and quantitative projects that spanned all of Asia, Middle East and Africa. Strongly marketed online vs traditional methodologies, increasing the percentage of online work and improving scalability and profit margins as a result. Launched The Harris Poll (a branded public sentiment poll) in Asia and acted as the company spokesperson at conferences and for PR efforts.
  • Harris Interactive - Us
    Vice President, Senior Consultant, Brand And Strategy Consulting Group
    Harris Interactive - Us 2007 - 2009
    Washington D.C. Metro Area
    Senior seller/doer for the newly established Brand and Strategy Consulting Group (the acquired Wirthlin Worldwide group). Worked with an award-winning team with proven research methodologies based on political fundamentals to sell and deliver on global, brand-building insights work across industries with a strong focus in Tech.
  • Gmi (Now Kantar Research Services)
    Managing Director, Client Services, Online Research
    Gmi (Now Kantar Research Services) 2005 - 2007
    Washington D.C. Metro Area
    Hired into a growing online panel company (later acquired by Lightspeed Research / Kantar) to help bridge the gap with what was perceived as a commodity (online sample, service bureau) and speaking the "voice of the customer" to help match GMI's solutions with more sophisticated customer needs. Worked to integrate some acquisitions offering advanced analytics, and dashboarding capabilities as well as re-engineering the offshore data tabulation teams in India for greater efficiency. Managed sales, delivery, and offshore teams as well as as a portfolio of business on the East Coast and in Canada.
  • Psb
    Vice President, Corporate Polling & Strategic Communications
    Psb 2003 - 2005
    Washington D.C. Metro Area
    Leveraged political polling and messaging principles for Microsoft, acting as a strategic partner across products, geographies, and target audiences. Designed the market research approach, and in many cases the stimuli (animatics, messages, etc.) for quantitative surveys and focus groups in areas such as new product testing, concept testing, customer loyalty and retention, advertising, messaging, branding and corporate reputation.
  • Pwc Consulting / Ibm Business Consulting Services
    Manager, Business Analytics, Washington Consulting Practice
    Pwc Consulting / Ibm Business Consulting Services 1995 - 2003
    Washington D.C. Metro Area
    Held several team leadership positions within the public sector consulting practice focusing on Business Analytics. Developed a solid understanding of how to apply big data frameworks and performance measurement techniques to advise clients on strategies to improve the way they do business. Learned to code and program along the way to support these activities, including data analysis in SAS and surveys and databases in Lotus Notes. Manager, Survey Research Center (2000 - 2003): Led a team of consultants to drive business development, manage and program complex quantitative research projects, design database dashboards and develop automated scorecards for public sector clients. Consultant (1995 - 2000): Worked on several long-term operational performance measurement engagements for PwC's public sector clients. Customized proprietary frameworks for Change Integration and Management Analytics around clients' specific business issues. Designed and managed customer satisfaction programs, pricing surveys and mystery shopping tests for new products and services being offered by clients.

Asha Choksi Education Details

Frequently Asked Questions about Asha Choksi

What company does Asha Choksi work for?

Asha Choksi works for Human Made Machine

What is Asha Choksi's role at the current company?

Asha Choksi's current role is Senior Director, Client Services.

What is Asha Choksi's email address?

Asha Choksi's email address is as****@****ine.com

What schools did Asha Choksi attend?

Asha Choksi attended The George Washington University, George Mason University.

Who are Asha Choksi's colleagues?

Asha Choksi's colleagues are Hal F., Louise Hardy, Cian Wall, Al Chen, Rachel Hobday, Joe Madgwick, Andrea Majekova.

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