As a key partner to C-suite leadership and cross-functional stakeholders enterprise-wide, I influenced strategic development across multiple brands by enhancing the company’s competitive intelligence function. Leveraging quantitative & qualitative research, consumer experience analysis, insight reporting, and effective market positioning, I cultivated essential consumer data used to direct sales forecasting, pricing development, and long-term planning, creating a data-driven marketing culture while streamlining all aspects of the customer experience.In 2022, I guided the marketing department as Interim Vice President, building and advocating for an internal culture based on cross-divisional collaboration. I strengthened partnerships with internal and external teams to position the brand as an industry innovator and consumer champion, significantly improving brand awareness to outperform key competitors and capture market share.Key Accomplishments:► Oversaw the successful migration of the organization’s web and mobile capabilities from Adobe Analytics to MixPanel, introducing superior insights into consumer digital behavior while saving hundreds of thousands of dollars per year.► Consolidated two fragmented business units, recreating job descriptions, aligning skill sets with functional responsibility, and scaling marketing division to 24 talented brand marketing experts.► Guided team to reinvent the brand with clear market differentiation, including a new brand concept and associated campaigns – developed a new series of creative expressions used across radio, TV, and OOH channels.

I revitalized the organization’s market intelligence and consumer experience research function by building and leading a versatile in-house team from the ground up. By introducing advanced research techniques and establishing a consumer-obsessed culture across disciplines, I significantly accelerated the division’s capacity and quality output while minimizing operational spend. Notably, I integrated customer experience design strategies across all research phases, aligning product development and market expansion initiatives with consumer requirements to drive maximum impact while ensuring continued growth and loyalty.

Responsible for health plan market research and the management of research vendors. During this time, I began the organization’s pivot away from dependence on market research vendors, to an in-house market research function with our first on-line surveys, panel research, and study design.

Developed the first team responsible for analyzing market dynamics, competitive positioning and book of business segmentation. This work contributed to changing how the sales function viewed opportunities across lines of business and to the establishment of Marketing as a discipline within the organization.

Accountable for analyzing physician practice patterns utilizing SAS and SQL to identify performance outliers.

Responsible for the development, fielding and analysis of provider medical practice patterns with medical groups participating in government contracts. These studies measured compliance with contract parameters.

Developed analyses of physician practice patterns in the in-patient hospital setting, and for conducting process improvement studies. Over this period I successfully implemented a Microsoft Access database for automated performance reporting and lead a performance improvement study that resulted in a reduction in duplicate medical tests and delayed treatments for hospitalized patients.