Using diverse data sources such as radio, streaming, music charts, and social media, I craft insights for campaign strategies, marketing segmentation, and creative development. Leveraging tools like Music Connect, Mediabase, and Chartmetric alongside deep industry knowledge and fan insights ensures comprehensive market insights for record labels, broadcasters, artist management, and live music venues.I identify and forecast trends within the music industry by analyzing historical and… Show more Using diverse data sources such as radio, streaming, music charts, and social media, I craft insights for campaign strategies, marketing segmentation, and creative development. Leveraging tools like Music Connect, Mediabase, and Chartmetric alongside deep industry knowledge and fan insights ensures comprehensive market insights for record labels, broadcasters, artist management, and live music venues.I identify and forecast trends within the music industry by analyzing historical and current data to anticipate shifts in music consumption. I employ advanced analytics and machine learning techniques with R, Python, and SQL tools throughout this process to predict changes in listener behavior and equip our clients with actionable insights, aligning with the dynamic nature of music preferences and market movements, ensuring they remain competitive and responsive to industry evolution.I gather insights directly from listeners and music consumers through modern data collection techniques, including online music testing, in-depth media consumption surveys, and analysis of on-demand streaming data. This allows me to deliver nuanced strategies to deepen and enhance my clients' listener relationships to ensure that the music and content strategies are finely tuned to resonate with specific audience segments, optimizing engagement and aligning with current listener trends and preferences.My role is more than analyses. I translate intricate data into actionable insights, fostering strategic conversations with industry leaders at all levels. I also draw on input from my network—I value their perspectives and expertise to craft well-rounded, data-informed strategies that ensure optimal outcomes. I deliver tailored reports that provide a detailed analysis of music performance and listener engagement. These customized insights support informed decision-making and strategic planning for our clients. Show less

As a tenured associate professor at a flagship university, my appointment included teaching, research, and outreach.While at Texas A&M University, I established the radio broadcasting program and created a media research group to provide students with real-world experiences to work with industry experts and maintain strong ties with industry.Teaching:I developed and taught various undergraduate and graduate courses encompassing social science research methods, broadcasting, and… Show more As a tenured associate professor at a flagship university, my appointment included teaching, research, and outreach.While at Texas A&M University, I established the radio broadcasting program and created a media research group to provide students with real-world experiences to work with industry experts and maintain strong ties with industry.Teaching:I developed and taught various undergraduate and graduate courses encompassing social science research methods, broadcasting, and journalism. My teaching philosophy centered on imparting practical and theoretical knowledge, skills, and abilities to prepare students for successful careers in the evolving media landscape.In my courses, I integrated the latest industry trends and technologies, ensuring the curriculum was relevant, engaging students, and to the highest standards.Research:I spearheaded research projects in the Digital Media Research & Development Lab that focused on improving and enhancing media consumption strategies across various digital platforms, terrestrial radio, and live entertainment venues.We employed a mix of data collection methods and research designs, from surveys to focus groups, to inform the development of targeted marketing strategies and content personalization, driving deeper engagement and activation.Some of our partnerships included the Houston Livestock Show and Rodeo, Cheyenne Frontier Days, Rodeo Austin, and Country Radio Broadcasters/CRS.Outreach:I established and maintained strong relationships with key industry stakeholders, including terrestrial radio and satellite programmers, record labels, editors at trade publications, digital marketers, and media/consumer research companies. These partnerships were essential in staying at the forefront of music and media consumption trends.Additionally, I organized and facilitated workshops for industry professionals, offering valuable training and networking opportunities to foster industry-wide collaboration and innovation. Show less

I spearheaded multidisciplinary teams executing comprehensive media research to elevate campaign strategies, focusing on optimizing direct mail, email marketing, CRM, and lifecycle marketing initiatives. This included leveraging loyalty/rewards programs, targeted cohort analysis, and conversion optimization to refine engagement strategies across digital platforms, with applications extending to radio broadcasters and live entertainment venues.My teams focused on customizing content… Show more I spearheaded multidisciplinary teams executing comprehensive media research to elevate campaign strategies, focusing on optimizing direct mail, email marketing, CRM, and lifecycle marketing initiatives. This included leveraging loyalty/rewards programs, targeted cohort analysis, and conversion optimization to refine engagement strategies across digital platforms, with applications extending to radio broadcasters and live entertainment venues.My teams focused on customizing content, appeals, and activations for different consumer segments, highlighting the critical role of segmentation and personalization. This tailored approach significantly boosted campaign effectiveness, ensuring our strategies were flexible and resonated with broader audiences.We used a robust mix of data collection methods and research designs to underpin our strategy, ensuring solid insights backed our engagement tactics into consumer behavior and preferences. This foundation allowed us to develop highly targeted marketing strategies that resonated more personally with audiences, driving higher engagement and satisfaction across platforms.I provided strategic guidance to stakeholders on various research initiatives. This included designing and implementing surveys, conducting secondary data analysis, and employing qualitative methods to deepen our understanding of potential and existing customers. My expertise spanned a range of data collection methods and research designs—surveys, focus groups, auditorium testing, A/B testing, and randomized experiments—ensuring our research strategies were both practical and versatile.I managed projects that delved into key consumer and audience behaviors, trends, and insights, providing actionable recommendations and informing business decisions. My role also entailed the efficient management of research vendors, overseeing the RFP process, vendor selection, and ongoing project management to ensure the delivery of high-quality research services. Show less