Versatile researcher, strategist, and trusted advisor to clients. I live and breathe their business. I use primary research, other data sources, and analytics to find compelling insights, tell the story and guide their brand growth and improved performance.

Led IDC’s Consumer Pulse, a comprehensive insights / research program which provided brand and product strategists and marketers in B2C businesses with impartial data-driven guidance for building and managing a thriving consumer brand. Global program using quarterly surveys in seven countries to understand the trends in tech attitudes, behavior, and spending of the global Future Consumer across eight areas of their lives. Grounded in robust, replicable, research practices which analyze consumers' engagement with technology and digital experiences. Designed IDC's US Brand Trust Index (covering 40 tech brands) and US Consumer Tech Purchase Index. Led Future Consumer research which identified trends in consumer behavior, including an assessment of user-generated content and its impact on online advertising.

Brand Strategy in Action is a small brand strategy, custom market research, and consumer insights firm. The company serves brands, marketers, market research companies, advertising agencies, and analytics firms.We also provide fractional account management and business development for companies targeting entry into one of our areas of specialty: Automotive, Tech, Brazil / Latin America

Transitioned from external consultant to staff role in Symantec’s Consumer Business Unit (CBU), supporting Norton and LifeLock brands globally via insights / research and analysis in Cybersecurity and Identity Theft Protection. • Led advertising claims research in support of new product launch campaign; found most compelling triggers, benefits, and reasons to believe (RTBs) to drive optimal messaging. • Led Brand Health Tracking: Category, Brand, and Advertising Metrics; Ad Spend and Creative Impact.• Delivered on competitive intelligence, analysis, and media and creative monitoring (Competitrack).• Led company to more clearly recognize competitive threats, merging of categories and impact. • Key contributor to RFP process for revamped Consumer Experience (CX) program.

Led growth, development, and diversification of consultative BSP, built around brand health tracking and strategy. Thought leader and strategist. Wide range of custom qualitative and quantitative research methods. Led ROI partnership (unified measurement approach).Grew revenue (sales) from $3M to $12M over a 5-year period. • Data-driven storytelling and guidance for strategy• Ensured clients received appropriate consumer insights and analytics to guide their strategy.• Growth driven by strategic plan, SWOT analysis, continuous improvement, and innovation• Included both organic growth (retention) and new business development• Collaborated with various advertising agencies: Team Detroit/GTB, Zubi, .and UniWorld. • Partnership to drive optimization of client’s media budget, media plan, and creative rotation, both for online and offline media (i.e. an omnichannel approach).• Focused on people-based marketing matching the right message to the right target in the right media at the right time at the right cost; strong enabler of programmatic advertising, audience-based targeting. • Grew Ford’s U.S. brand health tracking study into a truly global, 50-country program. • Successful globalization led to unprecedented alignment and consensus on company-wide KPI.Promoted from Vice President to Senior Vice President.

Customer-facing lead for GM's Brand Portfolio segmentation, targeting, and positioning research. Enabled GM to assess alternative strategies, guiding optimal brand differentiation, market coverage.Grew revenue (sales) from $1.5 million to ~$4 million dollars.Nurtured and expanded existing relationship with client• Successfully developed Global Best Practice for Customer Segmentation and Brand Positioning with application in U.S., Europe, Latin America, Asia, and the Middle East.• Seamlessly worked with Analytics team, leveraging predictive modeling and other techniques to deliver insights and data-driven strategy guidance• Leveraged trusted adviser relationship with GM headquarters to drive expansion globally. • Served as single point of contact internally and externally; coordinated across internal departments to ensure customer needs and expectations were met. • Educated customer on additional products, services, and solutions that would meet customer’s needs and achieved customer adoption.• Took customer needs to internal teams and developed new solution to satisfy unmet customer needs. • Successfully met customer expectations in each region, driving referrals and advocacy in other markets.

Led Sao Paulo office of research-based consultancy with full bottom line responsibility. Diversified company’s core business, extending automotive client base and expanding into telecom and other industries. Significantly grew company’s quantitative business, aligning business mix with the marketplace.• Led all strategic research (qualitative and quantitative) for Ford, serving as a trusted adviser.• Collaborated with Ford Brazil to develop market-changing new products on a single platform, making brand much more relevant and compelling to Brazilian consumers.• Influenced segmentation and target customer selection to drive positioning and communication strategy for make, models, and captive finance arm.• Spearheaded Ford’s Marketing Tracking study in Brazil and Argentina, driving more impactful positioning and communications strategy for primary brand and models.• Partnered with Fiat to test and optimize its retail advertising.