Chris Couch Email & Phone Number

Harrisburg, Pa, Us

Carlisle, Pennsylvania, United States

-Collect, study, and utilize data reflecting customer behaviors, sentiments, trends, and preferences to support business decisions for The GIANT Company and Giant Food brands, two US-based Ahold Delhaize grocery retail brands with about $15 billion in annual sales.-Leads insights team in market research initiatives focused on using customer, sales, brand, industry trends, and other data in statistical analysis-Design and implement qualitative and quantitative research projects including focus groups, interviews, and surveys that yield data required for developing insights to measure customer perceptions and satisfaction

Carlisle, Pennsylvania, United States

-Collect, study, and utilize data reflecting customer behaviors, sentiments, trends, and preferences to support business decisions for The GIANT Company, an Ahold Delhaize brand based in central PA with over $8 billion in annual sales

Carlisle, Pa

• Lead the insights function whose services were shared across Ahold Delhaize’s 6 US brands (Stop & Shop, Food Lion, Giant Foods, Giant/Martin’s, Hannaford and Peapod), with annual sales of over $43 billion (15th largest retailer in the world).• Establish methodology and report design for 4 large annual quantitative research tracking studies. Synthesize those findings with loyalty card customer analysis to tell a cohesive story of market dynamics. Communicate findings to Ahold Delhaize leadership team.• Regularly collaborate with analytic (Nielsen, IRI) and syndicated research (Mintel, Kantar, Hartman Group) vendor partners to discuss best practices and identify opportunities for further partnership. • Provide leadership, coaching, and technical mentoring for four direct reports. Oversee resource allocation and project prioritization to best achieve the company’s strategic objectives.

Carlisle, Pa

• Led the evolution of marketing strategy by identifying personalized customer marketing campaigns that favorably influenced customer purchase behavior through a comprehensive test and learn approach. • Integrated together online campaign performance trends, key website and engagement metrics, and in-store customer behavior to develop a comprehensive understanding of customer behavior to inform Ahold USA’s multi-channel customer strategy.• Developed a dashboard to enhance the organizational understanding of digital customer behavior across numerous touchpoints (web, mobile, social).

Carlisle, Pa

• Analyzed loyalty card and financial data using tools including SAS, SQL, APT, and MicroStrategy. Summarize insights and present findings and recommendations to the client and other business leaders.• Managed analytic projects related to marketing, advertising, CRM, and merchandising. Oversee resource allocation and project prioritization to best achieve the company’s strategic objectives. Mentored one direct report and one indirect report. • Created a promotional toolkit that allowed key stakeholders to better understand the effectiveness of frequently utilized mass and targeted customer promotions in relation to one another, thereby improving the effectiveness of promotional budget.• Recommended a change to the structure of largest ongoing customer loyalty program that drove an increase of nearly $30 million in annual sales with a minimal increase in promotional expense.• Subject-Matter Expert for Ahold USA in the areas of loyalty and targeted marketing program design, customer response, ROI maximization and customer lifetime value. Evaluated current analytical processes and provided thought leadership for new techniques that improved upon existing methodology.

Carlisle, Pa

o Develop market insights relating to customer behavior. Develop customer profiles based upon past behavior in relation to competitive incursions and promotional activity. Apply profiles to future events to project impact on customer base in terms of loyalty and sales.o Analysis of the impact and effectiveness of all Customer-Specific programs. Make recommendations to improve the opportunities to improve program performance and to maximize customer relevance.

Carlisle, Pa

o Provide value-added analysis to marketing/merchandising departments regarding mass promotional activities including circular front page, themed mass events, triple and store coupons, and other mass incentives.o Assist with the analysis of the impact and effectiveness of all Customer-Specific programs. Provide post-promotional sales impact, costs, customer impacts and EVA/ROI calculations as appropriate.