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Independent Consumer Insights and Market Researcher with over 25 years experience in leading FMCG/CPG Consumer Insights teams and projects for Fortune 500 organizations including PepsiCo, Canada Dry Mott's, Beam Global Spirits and Wine, Research in Motion, and TD Bank.

Within PepsiCo consumer and customer insights are integral to strategy, pricing, and brand marketing decisions. The insights manager for alternative channels works with channels such as Convenience and Gas as well as all Foodservice channels. This is a unique role that bridges both foods and beverages and therefore covered all Pepsi, Frito Lay, and Quaker products. Consumer/Shopper Insights Associate Manager Alternative Channels Key Accomplishments• Delivered consumer insights… Show more Within PepsiCo consumer and customer insights are integral to strategy, pricing, and brand marketing decisions. The insights manager for alternative channels works with channels such as Convenience and Gas as well as all Foodservice channels. This is a unique role that bridges both foods and beverages and therefore covered all Pepsi, Frito Lay, and Quaker products. Consumer/Shopper Insights Associate Manager Alternative Channels Key Accomplishments• Delivered consumer insights to inform the strategic plan to gain share in the immediate consumption category in foods and beverages across all channels, including retail. • Delivered insights on price sensitivity, and combo pricing for foodservice customers to increase baskets, in particular focusing on takeout/delivery, where the greatest benefit to increase traffic and dollars awaits. • Developed a comprehensive landscape of the Convenience and Gas channel which lead to an understanding of “Leverage the Beverage” in this channel in order to build baskets for customers.Key Responsibilities• Scope, develop, and execute custom research projects as needed by the sales and marketing team. • Source secondary and creditable data for channels that have limited resources. • Support the sales and marketing teams as they develop business plans, meet with clients, pitch renewals or pitch new business RFPs. Show less

Within Canada Dry Mott’s the Manager Market Research and Consumer Insights is responsible for bringing the customer and consumer perspective to influence brand strategy, brand positioning, communication strategy, targeting, and product innovation. • Developed a new communication platform using qualitative and quantitative research to build an advertising campaign that re-launched and existing in 2014.• Develop and deliver quarterly Brand and Advertising tracker results including… Show more Within Canada Dry Mott’s the Manager Market Research and Consumer Insights is responsible for bringing the customer and consumer perspective to influence brand strategy, brand positioning, communication strategy, targeting, and product innovation. • Developed a new communication platform using qualitative and quantitative research to build an advertising campaign that re-launched and existing in 2014.• Develop and deliver quarterly Brand and Advertising tracker results including value-added insights from industry expertise and secondary sources. • Introduced innovative qualitative research techniques to uncover root cause consumer behaviour changes impacting a flagship brand and category. Results influenced the 2015 strategic direction of the brand as well as identified tactical initiatives for the marketplace.• Own the market research agenda across all brands to support the 3-5 year strategic goals including an innovation pipeline to fill white space opportunities in the market.• Develop and maintain strong partnerships with external vendors to deliver the highest quality value added research.• Work closely with brand and field sales management teams to deliver shopper insights to influence sales conversations with retail and bottler partners. Show less

Within Beam Global Spirits and Wines the Consumer and Marketplace Insights Manager works closely with the brand marketing team to ensure that consumer and competitive insights are incorporated into brand marketing plans. - Developed individual brand KPI’s based on consumer insights that were incorporated into the 2013 brand strategy plans and will be used to measure the success of the plans, and strategic initiatives for 2014 brand plans. - Identified, synthesized, and… Show more Within Beam Global Spirits and Wines the Consumer and Marketplace Insights Manager works closely with the brand marketing team to ensure that consumer and competitive insights are incorporated into brand marketing plans. - Developed individual brand KPI’s based on consumer insights that were incorporated into the 2013 brand strategy plans and will be used to measure the success of the plans, and strategic initiatives for 2014 brand plans. - Identified, synthesized, and presented consumer research and insights leveraging primary and secondary data sources to ensure marketing initiatives were best targeted to the consumers of interest.- Delivered key consumer insights from new annual brand tracking studies, which informed the brand teams on effective tactical use of 2013 business investment across brands and regions.- Participated in initiatives to understand consumer trends and their effects on brands globally and locally, including development of a knowledge portal to harness findings from global consumer insights and innovations projects. - Delivered the consumer viewpoint on brands, categories, and innovations to build effective brand marketing strategies.- Led the consumer research agenda, including all aspects of qualitative and quantitative research projects, and identified and managed external research vendors to support market research initiatives.- Scoped, developed and led insights projects that supported the 2-3 year innovation pipeline. Show less

Within Research in Motion the Consumer Insights and Customer Information team played a pivotal role in transitioning RIM to a consumer-centric business model by providing a global consumer point of view for both acquisition and retention initiatives.- Delivered consumer insights ensuring business decisions had a consumer lens utilizing consulting skills.- Identified consumer profiles to understand how segments perceive and use mobile devices to inform acquisition and retention… Show more Within Research in Motion the Consumer Insights and Customer Information team played a pivotal role in transitioning RIM to a consumer-centric business model by providing a global consumer point of view for both acquisition and retention initiatives.- Delivered consumer insights ensuring business decisions had a consumer lens utilizing consulting skills.- Identified consumer profiles to understand how segments perceive and use mobile devices to inform acquisition and retention strategies. - Identified mobile device upgrade opportunities for BlackBerry when consumers migrate up and down the mobile device landscape.- Initiated regular communications with global counterparts to facilitate and encourage collaboration. Show less

Within TD Bank Financial Group the Customer Knowledge and Insights (CK&I) team contributed to business results by delivering customer insights based on a holistic understanding of the customer. * Associate Manager – Brand and Product Research Team (2007- 2010)- Provided customer insights into the development of a new savings product “Simply Save”. Within a few months Simply Save helped Canadians significantly increase their savings. - Delivered customer insights to… Show more Within TD Bank Financial Group the Customer Knowledge and Insights (CK&I) team contributed to business results by delivering customer insights based on a holistic understanding of the customer. * Associate Manager – Brand and Product Research Team (2007- 2010)- Provided customer insights into the development of a new savings product “Simply Save”. Within a few months Simply Save helped Canadians significantly increase their savings. - Delivered customer insights to ensure re-designed TD online home pages and the TD mobile smartphone application met consumer expectations and mitigated any experience concerns.- Developed a holistic view of the Small Business Banking (SBB) customer in order to target products and marketing messages to this key segment.* Associate Manager – Customer Experience Reporting Marketing Research Team (2007)- Managed customer experience index (CEI) reporting for phone and online customer service channels.- Implemented CEI program for groups that provide internal bank support. Show less

Advanis is a research-based consulting company that breaks down complex issues and develops customized research solutions to address those issues. Expertise in technology, telecommunications and financial services.* Account Manager (2006-2007)- Consulted with clients to identify business needs and acted as a subject matter expert for marketing research methodologies with key technology and telecommunications clients.* Marketing Research Consultant (2002-2007)-… Show more Advanis is a research-based consulting company that breaks down complex issues and develops customized research solutions to address those issues. Expertise in technology, telecommunications and financial services.* Account Manager (2006-2007)- Consulted with clients to identify business needs and acted as a subject matter expert for marketing research methodologies with key technology and telecommunications clients.* Marketing Research Consultant (2002-2007)- Executed marketing research initiatives by interpreting, synthesizing, and communicating customer insights that converted information into revenue enhancement strategies. * Project Manager (1998-2007) - Managed all phases of market research initatives from external vendor identification and management, scoping, survey design, analysis, and reporting. - Proven track record at bringing both small and large projects in on time and on budget with an emphasis on managing the details in all phases of a project. Show less

Tilley Endurables is a manufacturer, distributor, and retailer of travel and adventure clothing. - Developed and tracked a $1 million advertising plan to inform marketing strategies for mail order, wholesale, and retail divisions internationally.

Deliotte is a management consulting firm with expertise in numerous functional areas of consulting. - Market Research consultant to both the North American and the International Development Agricultural consulting practice, which supported research for international development agencies including The World Bank and the Canadian International Development Agency.

- Developed a research initiative including survey design, data collection and analysis, to estimate the range of financial support local residents would be willing to pay for cleaner water in the local Burlington Bay area. - Aggregated two industrial water databases that was used to calculate a cost formula for industrial water use. Results were used to develop public policy based on the cost formula to encourage efficient use of water by this sector.