Ciela Kauffman Email & Phone Number

Toronto, Ontario, Canada

Toronto, Ontario, Canada

Toronto, Canada Area

At Rogers, I oversee two continuous tracking programs for Consumer Wireless and Residential Businesses, probably the biggest in Canada. I synthesize insights from these trackers and findings from various internal and external data sources, and deliver quarterly reports, deep dives and POVs that address strategic business questions – from customer profiling, understanding customer motivations and brand preferences, determining product features & benefits and marketing offers that influence buying behavior, unraveling customer pain points and reasons for churning, to discerning competitive activities and their impact to our business results.I’m also leading an important new company initiative to build an online community of frontline employees and provide a platform for them to share structured as well as qualitative feedback on important programs and launches.

Toronto, Canada Area

Ensemble Strategies is a research and strategy firm. It’s all about innovative research that ties back to business goals. We prided ourselves with visually-captivating, crisp and strategic reports. Each project, each report was bestowed with detailed attention, with all our creativity and critical thinking, so clients get a short, curated story that pinpoint critical issues and tell them how to solve these issues. At Ensemble, I collaborated with clients and research suppliers and directed research projects end-to-end. I had in-depth discussions with clients to understand their business pains and goals, made use of innovative research methodologies to address research objectives, wrote and presented dynamic visual stories to clients.

Toronto, Canada Area

My 2 consecutive roles at Rogers gave me the unique opportunity to influence strategy development, and then to witness marketing planning and go-to-market execution in action, while navigating all levels of the organization.My mandate was to ensure research was designed and delivered to influence business decisions. This involved building and maintaining relationships with stakeholders, to serve as internal research consultant and partner in strategy development. I initiated conversations with stakeholders to inquire about their business goals and concerns, and translated these into research objectives. I managed the research procurement process from scoping, design, supplier selection, and approval. I collaborated with suppliers on questionnaire design, stayed on top of timelines and budget, and was highly involved in the analysis and reporting phase. I made sure that research tied back to the business goal. At Rogers, I lead a large-scale, comprehensive, multi-phased study (usage and attitude and segmentation) that encompassed multiple businesses. To define the study objectives and research questions, we interviewed managers and VPs to uncover gaps in customer knowledge needed in strategy development. The research project involved consumer focus groups, a national online survey, and an online ethnographic study. Insights were presented in the form of workshops. My planning role involved facilitating strategy discussions among marketing VPs. This gave me a glimpse of how decisions were made at the executive level, and taught me how research can be a potent tool in persuasion. I also chaired go-to-market meetings among cross-functional teams to help ensure timely and smooth execution of marketing and sales programs.

Toronto, Canada Area

At VC, I managed accounts, serviced clients and oversaw the design and implementation of research projects. I developed questionnaires, prepared analytics frameworks and report plans, performed statistical analysis using SPSS, and presented insights to marketing clients.

Toronto, Canada Area

At Ipsos, I managed a diverse portfolio of research projects: from customer segmentation, to sales force effectiveness, usage and attitude, concept testing, pricing research (discrete choice and conjoint), customer satisfaction and corporate reputation. My biggest project was a large-scale global tracking project covering 11 countries and multiple brands. Timelines were tight, the client was exacting, but they were very pleased in the end. I was promoted shortly after.

Manila, Philippines

I've not seen a company as committed in developing people, and the results showed at Merck. Passionate, intelligent and engaging, Merck’s marketing managers and VP were my favorite clients at IMS. So, when they offered me the market research and customer insights role, I grabbed it. Each month, I prepared reports for each brand, synthesizing data from multiple sources (syndicated, government, competitive intelligence from field teams). I presented market insights and brand performance metrics to 500+ members of the Sales and Marketing teams during sales conferences and business planning events. I also did custom research. Marketing managers relied heavily on research-based strategy and tactics. Budget constraints would sometimes entail me training field interviewers (research was done in person then), hiring data coders, analyzing the data, writing and presenting the report myself. I was happy to help.

Manila, Philippines

IMS Health is a world-leading provider of syndicated data for pharmaceutical companies. With market saturation of 99% in the Philippines, they needed a growth area. I was hired to develop the custom research business. I managed research projects, developed questionnaires, analyzed the data, wrote and presented reports. We did well. We had an international consulting firm partnering with us for a sizeable project, allowing us to exceed our sales targets. IMS was where I first dipped my toes in sales and client service. This was where I learned that selling is about building relationship, and that customer retention naturally happens when you help people. Our team was a top-performer in the Asia Pacific region and was often rewarded with incentive trips. I was able to visit a dozen countries during my stint.Because I had a Master’s degree in Statistics, I also served as consultant and educated clients on our syndicated study’s sampling design and projection factors.

Manila, Philippines

Fresh out of my graduate studies in Statistics, Eastern Telecoms hired me to pioneer its research department. I hired and managed 3 analysts and taught them research methodologies and SPSS analysis. I structured the team to serve 3 functions: competitive intelligence, custom and secondary research. Out of our own initiative, we launched a searchable library of market research reports on our company Intranet.In consultation with stakeholders, I developed research budgets based on business needs. My team managed research procurement and kept on top of suppliers every step of the research process. Our team produced regular reports for marketing managers based on primary and secondary data. We worked closely with Corporate Strategy and Customer Service, provided data for Network Planning and responded to ad-hoc research requests from other units.

Manila, Philippines

Manila, Philippines

Master'S Degree, Statistics

Activities and Societies: Volunteer, UP Pahinungod (offered tutoring to disadvantaged youth)

Bachelor Of Science (Bs), Statistics

Activities and Societies: Member, U.P. Variates Member, U.P. Singing Ambassadors Member, U.P. Pahinungod

Advanced Communicator Bronze, Public Speaking