Asha Choksi Email & Phone Number

Washington, Dc, Us

Mclean, Virginia, United States

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.

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).

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.

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.

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

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.

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.

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.

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.

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.

Ba, Journalism, Political Science

Master Of Business Administration - Mba, Marketing