Chris Kidd Email & Phone Number

Glen Allen, Va, Us

Richmond, Va

Richmond, Virginia Area

Director of Consumer Insights, 2015 - 2019Directed a team of five analysts with a $3MM primary research budget, in support of multiple lines of business within the credit card sector.• Designed research to develop, screen, position, and communicate new product and service experiences for customers ranging from the low end of the credit and income spectrum to more affluent consumers and small business owners.Senior Consumer Insights Manager, 2009 - 2014Guided a team of two analysts with a primary research budget of $2MM in support of new credit card acquisition and existing card customer management lines of business.• Uncovered insights to drive the launch and marketing evolution of Capital One’s flagship Venture, Quicksilver, and Savor product lines.• Developed segmentation of credit card customer base to enable a sales operations engagement model and cross-sell team product targeting.

Richmond, Virginia Area

Led a team of two analysts and a research librarian to provide secondary and syndicated consumer and market insights, market share analysis, and category forecasts to support marketing, merchandising, financial planning, and store operations teams.• Conducted ethnography to profile targeted consumer segments, sharing insights across the organization, including senior leadership.Led a team of two analysts and a research librarian to provide secondary and syndicated consumer and market insights, market share analysis, and category forecasts to support marketing, merchandising, financial planning, and store operations teams.• Led new store concept development research, gauging consumer impressions of a pilot store that improved the concept roll-out.• Tracked monthly and quarterly market share for senior management and product buying teams.

• Consumer Research Manager: Led team of 2 senior consumer research analysts providing insights supporting strategy, marketing, distribution, operations, and merchandising teams. Directed new store concept research, from pilot store evaluation to test market pre/post analyses that led to national program rollout.• Merchandise Planning Manager, New Store Concept team: Led team of 2 budget analysts to provide category sales analysis for new store concept team, supporting the merchandising team with open-to-buy budget development and tracking.• Market Research Analyst: Developed and executed primary consumer research studies and point-of-sale data analysis in support of product business units. Developed statistical models to estimate new store volume based on trade area demographics and store characteristics.