Caitlin Kelley Email & Phone Number

New York, New York, Us

New York, New York, Us

Kitchener, Ontario, Ca

Established and directed the consumer insights research discipline at a small, teen-focused messaging app startup. • Analyzed and disseminated findings from the company’s first-ever large scale market landscape and segmentation study, creating the foundation for Kik’s new brand strategy to guide product, communications, and marketing initiatives• Explored young people’s relationship with and attitude toward money management and mobile transactions to inform strategy for Kin, Kik’s newly minted cryptocurrency• Designed and analyzed the first wave of Kik’s quarterly brand tracking study, monitoring the evolving messaging landscape and measuring the impact of Kik’s product launches and marketing tactics• Leading new qualitative research studies to guide product initiatives, ranging from co-design projects on emojis to in-depth chat interviews on Kik’s Public Groups feature• Launching Kik’s first user survey panel in Qualtrics, and supporting the Beta Tester Community, to quickly inform and validate decisions throughout Kik’s new product development process• Educating and guiding the product and design teams on how and when to leverage various consumer insights methodologies to better understand the dynamic user base

Los Angeles, Ca, Us

Develop a deep understanding of audience attitudes and behaviors as well as the digital media landscape to effectively communicate the consumer voice to decision makers, ultimately influencing content, design and product strategy.• Design, moderate and analyze qualitative research studies with core 6-11 audience, including focus groups, in-home ethnographies, in-depth interviews, open-ended surveys and user testing, fielding on average once a week• Design several quantitative research projects from questionnaire development, to data analysis with SPSS, to data storytelling and infographics to be consumed by middle and upper management in business strategy and production• Direct dozens of co-design projects conducted with KidsTeam partners at the University of Maryland’s Human-Computer Interaction Lab to inspire and guide future Nick Digital games, apps and websites• Launched and oversee a monthly KidsTeam-inspired program providing opportunities for engineers, designers and content creators to directly collaborate and interact with kids• Identified three key market segments based on cable and/or video streaming subscriptions to clearly communicate the shifting media environment and the implications it has for Nick’s digital strategy• Guide product development in new areas for the company such as artificial intelligence and podcasts • Collaborate with UX designers to create personas and scenarios in order to seamlessly integrate synthesized insights into the design process• Recommend A/B test ideas based on insights and provide further explanations with follow-up usability tests

Los Angeles, Ca, Us

Implemented, reported and analyzed traffic to Nickelodeon websites and apps including Nick.com, SpongeBob.com, Nickjr.com, TeenNick.com, Nicktoons.com and the Emmy Award-winning Nick App for iOS.• Conducted and reported the department’s first thorough deep dive into user retention data to understand differences based on show and content type consumption, establishing baseline benchmarks for future analysis• Developed new cross-platform reporting standards to efficiently disseminate weekly traffic trends to department executives• Taught analytics and Omniture skills to empower content, programming and production teams

Los Angeles, Ca, Us

• Generated weekly and monthly reports based on internal data from Omniture, as well as competitive data from ComScore, on key Kids & Family sites’ performance.• Produced and presented updates for marketing clients on the digital performance for Nickelodeon show properties.• Define and QA analytics tracking, both for new product launches like the Nick iOS app, as well as reporting enhancements of existing products• Reported campaign data in real time to help the marketing team optimize• Created and maintained trended data ranging from referral types to property traffic

Los Angeles, Ca, Us

Wrote reports and analyzed traffic data to Nickelodeon websites, including Nick.com, SpongeBob.com, iCarly.com, Nicktoons.com, NickJr.com, TeenNick.com and ParentsConnect.com.

New York, Ny, Us

Supported communications efforts of progressive nonprofit researching and advocating for the rights of refugee women and children.• Supported the management of event planning, including report launches at the United Nations and the annual Voices of Courage Awards fundraiser luncheon.• Managed travel arrangements, including visas and hospitality for international visitors as well as security support for staff traveling overseas.• Managed outreach to environmental and foreign desk press to generate coverage for “Get Beyond Firewood” campaign.• Provided support for womensrefugeecommission.org; helped build the structure of and provided all media content for dedicated campaign site getbeyondfirewood.org; updated Facebook pages and Twitter accounts.• Oversaw production of final print materials.

Boston, Ma, Us

Post-production assistant

As a camp counselor at a recreational day camp on Cape Cod, I supervised children ages 6-14 in a team setting, planning and instructing activities. In 2006 I was awarded as “Senior Counselor of the Year” and have been recognized for my positive enthusiasm.

Chronicled events for the fest21.com blog and on-site promotion for Cannes Film Festival panel sessions at the Marché du FIlm.

Master Of Arts (M.A.), Youth Media Culture

Ba, Social Science, French, Women'S Studies

Education record