Ashley Daisley Email & Phone Number

Washington, District Of Columbia, United States

Atlanta, Ga, 30328, Us

In this role, I lead primary qualitative marketing research projects that achieve high-quality results for global industry leaders, while in parallel, I lead the creation, development, and implementation of new and existing multi-cultural research initiatives aimed at bringing all consumer’s voices to forefront for our clients.I am the face of TLG to our clients and have the autonomy to guide clients as they learn about their customers and to build brands that speak to a diverse population of consumers. Primary responsibilities include:✔ Wield marketing research experience to design, execute and report world-class qualitative research studies, with Diversity, Equity, Inclusion and Belonging (DEI&B) in mind.✔ Expertly moderate qualitative research sessions (in-person, online/webcam, telephone, bulletin boards, etc.) around a variety of topic areas, including but not limited to those with multi-cultural objectives.✔ Manage multiple projects with little or no partner involvement as the client’s primary contact point, not only for existing projects, but for consultation and potential new business.✔ Use my attention to detail to design screeners and discussions guides that elicit insightful conversations and takeaways.✔ Collaborate with clients and my project team to deliver actionable insights and impactful recommendations that bring the voice of the customer to life.✔ Work collaboratively with senior leaders across The Link Group to advance our core value of inclusion and strategic DEI&B goals within the company, in our communities, and with our vendors and clients.✔ Lead, mentor, and grow junior researchers in research skills and general client & project management.

Seattle, Wa, Us

Orchestrate a research schedule that impacts customer segmentation, brand and category success metrics, and long-term strategy across the Amazon Kitchen private brand and fresh prepared foods (FPF) category across Amazon Fresh Grocery, Amazon Go and WFM.Key Contributions:✔ Orchestrate shopper research schedule to support omni-channel FPF market strategy✔ Develop iterative A/B testing to approve and optimize merchandising plans✔ Assess shopper decision trees given in-store and online merchandising/pack design

Led a successful school board campaign by conducting community research, developing campaign strategy, and managing a team of community volunteers to achieve electoral victory.Key Contributions:✔ Successfully orchestrated a groundbreaking school board campaign, resulting in the historic election of the first POC board member to hold this seat in Ward 6.✔ Conducted comprehensive community surveys to identify key voter concerns and inform campaign messaging.✔ Developed and implemented targeted outreach strategies to engage diverse voter segments.

Cincinnati, Ohio, Us

North America Market OperationsContribute to the end-to-end enterprise strategy by providing advanced data analytics and rich shopper-focused insights that drive profitability and consumer value.Key Contributions: ✔ Execute shopper focused research to increase consumer & customer value across a $XXX-million-dollar enterprise✔ Refine cross-category management systems and lead in-store and digital insights strategy throughout the business cycle✔ Train peers as insights expert, leveraging qualitative and quantitative, design thinking and lean innovation methods

Cincinnati, Ohio, Us

North America Fabric Care - Tide and GainOptimized product innovation by creating/managing extensive commercial learning plans, reporting insights cross-functionally to non-researchers, and recommending improvements to leadership. This work is integral to the creation of meaningful impressions for over 100 million U.S. households.Key Contributions: ✔ Led various qualitative, quantitative research studies that are shared and reapplied broadly throughout the organization, in just the past year my findings have identified over $50 million in incremental return for investments made in innovation projects✔ Operationalized insights from Total Unduplicated Reach and Frequency (TURF/MMM) testing, maximum differential testing (MaxDiff), fast cycle learning, A/B testing, Concept Testing, MVP trial learning experiments, Jobs to Be Done (JTBD) research, and contextual inquiry, increase buy-in with input for sell-in stories, journey maps, and personas✔ Guided peers as the category expert for qualitative research and primary contact for human/consumer insights, user experience, large-scale packaging design research, design thinking and lean innovation practices across the development cycle

Cincinnati, Ohio, Us

Organizational Upskilling Lead Jul 2017 - Apr 2021Design Thinking and Lean Innovation, Global Fabric Care Cincinnati, OH | Geneva, CH | London, UKSpearhead quarterly sprints and design summits for +90 product development stakeholders; implementing a range of tools, including deep dives in human factors and internal/external literature review, to reframe initiative masterplans across the fabric organization. User Experience (UX) Design & Research Lead Oct 2019 – Feb 2020New Product Launch, US Tide Cincinnati, OHAccelerated 2D/3D redesign for a product launch valued at over 25% of North America Fabric Care’s 2021 product bundle. My learning team shaved our 6-month timeline down by 6-weeks. My iterative learning plan, designed with a curated mixture of qualitative and quantitative research, usability testing and co-creation sessions, unveiled an additional $15 million opportunity.User Experience (UX) Research Lead Dec 2018 - Jan 2019Pollution Solutions, India Ariel Chennai, IN | Mumbai, IN | Delhi, INDesigned contextual inquiry research to answer questions about the user experience. Drove user penetration via relevant jobs and increased GM% above goal via premium worthy propositions. Deployed findings to key stakeholders for global activation.

Cincinnati, Ohio, Us

Global Fabric Care - Tide, Downy, Lenor, Gain and BoldInspired consumer-led innovation and bridged global learning gaps by creating global ethnographic studies and meta-analysesKey Contributions: ✔ Moderated in-depth interviews (ZMET, focus groups etc.) to support global updates to our sensorial screening criteria✔ Identified regimen shipping insights that increased appeal and value share at 120 indexes for Germany Downy innovation✔ Managed global competitor analysis, consumer learning and symbiotic reporting to executives across Fabric Care✔ Honored with a Rising Star award in 2018 for my work on the African Ancestry New Hire’s leadership team.

Cincinnati, Ohio, Us

Global Fabric Care - TideSustained consumer-led development on disruptive innovation, driving insights into actionable, measurable product UX goalsKey Contributions: ✔ Overdelivered small bet to $48 million projection, used lean shipping insights to drive positive impact to user experience✔ Conducted diary studies and managed pivots to ensure innovation pipeline delivers incremental growth opportunities✔ Defined critical assumptions, crafted discussion guides, and developed fast-cycle learning drive speed in decision making

Cincinnati, Ohio, Us

Global P&G Professional (PGP) - Salvo, Maestro Limpio, Dawn, CascadeShaped global shipping strategy and leveraged qualitative research to drive engagement methods for key product stakeholdersKey Contributions:✔️ Influenced strategic direction for an initiative valued at $94 million, that has doubled PGP’s North American business✔️Initiated a data evaluation process to optimize diary study flow from field representatives to internal multifunctional teams✔️Strategized geographical whitespace opportunity to enable PGP’s successful first launch in Mexico, professional Salvo

Cincinnati, Ohio, Us

Global P&G Professional (PGP) - Maestro Limpio, Dawn, CascadeImplemented the first global ‘Change Point Analysis', pushing the boundaries of what was possible for distributor partnershipsKey Contributions:✔️ Designed unique methods using quantitative and qualitative techniques (i.e. TURF Modeling, Contextual Inquiry) to play an integral role in new product launches, unearthing $150 million opportunities across LA and U.S. Automatic Dish markets ✔️ Designed and facilitated a creative simulation to drive multifunctional and senior-level alignment on strategic trade-offs. ✔️ Organized a creative offsite modeling session to drive multifunctional and senior-level alignment on strategic trade-offs✔️ Partnered with multidisciplinary teams from Makro, Staples and Office Depot/Max to action professional and small-business shopper insights

Cincinnati, Ohio, Us

North America Hair Care - PanteneTransformed commercial and technical team understanding of the consumer’s personal relationship with beauty brands, igniting consumer-led innovation, optimized communication, and improved value perception across prime consumer targetsKey Contributions:✔️ Delivered a qualitative learning plan with $0 budget allocation that revitalized Pantene’s on-shelf performance, growing Pantene’s sales for the first time in nearly 10 years. Pantene collections had been declining in sales, losing over $150,000 each year. This work highlighted the need for a 2D/3D packaging step change that can still be purchased in market.✔️ Tracked shipping and consumption results for category initiatives, highlighting whitespace opportunities and emerging forms; via data analysis, moderating sessions and concept tests this work exposed $285 million in incremental opportunity✔️ Improved e-commerce data quality with an org-wide e-tracker restructure that received commercial lead team alignment✔️ Completed a multicultural knowledge audit; highlighting existing equity opportunities and cultural gaps between P&G hair care and U.S. Hispanic/African American groups. I started this passion project within my first year at P&G.

Baltimore, Md, Us

✔ Second Vice President and Executive Committee Member | NAACP Cincinnati, OH | Dec 2015 - Dec 2017✔ Coach & Mentor | Careers in Business Initiative | Procter & Gamble Cincinnati, OH | May 2013 - Present✔ Campaign Manager | Shawn Butler for Cincinnati City Council Cincinnati, OH | Jun - Nov 2013✔ Ambassador | HYPE Cincinnati Cincinnati, OH | Summer 2013

Worcester, Massachusetts, Us

As part of my major qualifying project, I incorporated lean innovation principles in collaboration with a small team of biomedical engineers and project advisors (including UMass Memorial Hospital neurosurgeons, colorectal surgeons, and hospital simulation center) to design and create a biomimetic anatomical model. The full research summary of this 14-week study is found in WPI’s online record (link shared below). Key Contributions:✔ Created a three dimensional biomimetic spinal anatomical model, allowing medical professionals to hone their skills performing the AxiaLIF spinal fusion surgery.✔ Tested materials for 26 custom made surgical tools to ensure biomimetic properties; evaluating how their mechanical properties compared to those found in an actual patient. ✔ Designed the model to include the lower spine, highlighting spinal discs L3 through S5, and give the learner feedback reducing the occurrence of surgical complications in future operations. ✔ Acted as the project design lead, ensuring the project adhered to tight timing and budget requirements resulting in final design in three months and under the team budget of $450✔ Presented the design process and final product to the biomedical engineering faculty and staff at WPI

Worcester, Massachusetts, Us

Developed WPI’s first student-run organization to identify on-campus “entertainment insights”. My studies led an increase in relevant entertainment on-campus, which increased appeal for premium on-campus dining options and amplified student engagement levels. The management of this organization is now a salaried entry level position at Worcester Polytechnic Institute. All work completed under the direction of James McLaughlin.Key Contributions:✔ Single point of contact for entertainment, performance and event booking at the Goat’s Head Restaurant and Pub✔ Balanced the restaurant’s entertainment budget, verified contracts and maintained the restaurant’s event calendar✔ Created public relations material including but not limited to event flyers and campaigns on social networking sites✔ Implemented a ‘Student Insights System’ to get student feedback on scheduled and upcoming entertainment✔ Collaborated with students and faculty members regularly, in a group setting, to improve shows and events

Cincinnati, Ohio, Us

Key Contributions:✔ Leveraged a scaled approach to Identify and optimize principles and product assortment for our female beauty products✔ Assessed the market landscape for P&G's strong female beauty brands while identifying key knowledge gaps ✔ Initiated a learning plan to fully dimensionalize consumers shopping for scale solutions in the female beauty category✔ Shared key learnings and actionable recommendations with scale beauty multifunctional teams

Cincinnati, Ohio, Us

Selected out of ~10,000 applicants to participate in a consumer strategy workshop with 8 other professionally diverse candidates.Key Contributions:✔ Completed a case study regarding the habits of Olay personal care and cleansing consumers✔ Lead consumer research via quantitative analysis and qualitative consumer interviews✔ Presented findings to Olay managers and previous Chief Executive Officer Bob McDonald

Master Of Business Administration (M.B.A.), International Business

Bachelor Of Science, Biomedical Engineering