Deborah Walker Email & Phone Number

Keller, Tx, Us

Irving, Texas, Us

Leads Consumer Insight team at Michaels. Designed and built systems for in-house research capabilities for brand health, customer journey mapping, shop ability, perceptual maps and concept testing. Created Michaels in-house research community for agile insights on customers. Modified VOC collection to identify pain points and white space for all customer touchpoints with the brand. Also, helped structure the social scrapping function within the organization for crisis management, trends and competitive analysis.

Irving, Texas, Us

Consumer Insight Solutions is a full service research and analytics shop, focused primarily on cost effective state-of-the-art research techniques. Our research helps drive unique online and offline strategic decisions from the customer’s point of view. What sets Consumer Insight Solutions apart from other research providers is that we truly provide custom approaches and solutions to answers our clients’ questions and provide for their needs. Each survey method, survey and back end analytics plan is created from scratch to assure proper fit of the information with the project goals.

Frisco, Texas, Us

Responsible for consumer insights, program satisfaction metrics and loyalty plan concept testing/validation.

Managed primary and secondary research functions as well as the competitive intelligence arm of an interactive engagement agency. Collected, analyzed and reported on consumer insights, created new billable research products, managed a staff of three analysts, bid and managed projects for a diverse brand set including CGP, travel and leisure, pharmaceuticals, services and retail sectors. Managed on and offline research used to create personas, identify website experience issues, understand customer satisfaction, test product and advertising concepts and profile database customers into segments. Determined and carried out in-house detailed research methods and analysis plans including psychographic profiling, onsite exit surveys, A/B website tests, card sort exercises, bulletin boards, online panel, database surveys and hybrid quant/qual. concept testing approaches.Used online tools to perform competitive audits including traffic generation, demographic profiling, website change detection, social media "organic" buzz measurement, advertising spending effectiveness and e-marketing campaign evaluations.Generated and presented executive reports on the status of outside influences on general business trends by using secondary research solutions merged with primary research findings.Managed staff of 3-4 analysts and produced highest revenue per head and for company leading employee satisfaction ratings.

Conducted direct marketing assessments including strategic recommendations to provide companies with powerful and proven tools to increase effectiveness of direct marketing activities. Worked with advertising agencies and media buyers to understand clients' customers and develop media recommendations.Generated strategic reports on national mystery shopping programs for sales and training teams to provide direction and focus for future training.

Functioned simultaneously as Marketing Research Manager and Direct Marketing Manager. Responsible for consumer research, managing 7.0M record customer database, marketing and website performance evaluations, nationwide mystery shopping program, real estate site evaluations and the bridal brand.Marketing ResearchDeveloped monthly metrics for analysis of private label credit card and the Helzberg.com website. Provided company with voice of the customer through primary research studies including awareness tracking, company positioning, shopping behaviors, target demographics differences, concept testing, website usability, media usage that provided valuable insight to customer wants and expectations.Interviewed 200+ store managers annually on store level needs and presented actionable information to executive team that impacted business decisions for Marketing, Merchandise, Sales and Training.Worked with Sales and Training Departments to create and oversee nationwide Mystery Shopping Program to improve customer satisfaction and increase sales conversion.Direct MarketingCreated customer database segmentation strategy and improved direct marketing targeting strategies that increased repeat buyer rates and increased customer lifetime.Analyzed performance of all direct marketing and mass media promotions including proforma expectations, target market analysis, gross margin analysis and made strategic marketing recommendations to senior management.Created and managed Bridal Brand including creation of strategic marketing plan, the Guy's Engagement Manual*, Love in Bloom bride's guide, www.bridalheadquarters.com website and in-store promotional materials..Implemented new system detailing purchase patterns of target demographics that directed the multi-million dollar advertising budget for mass media messaging and placement, which drove new profitable customers to stores.

Responsible for marketing, sales and product inventory for a new home community.Created and implemented marketing strategies and follow-up sales systems used to increase traffic and sales resulting in $4.1M in net sales to become Top Sales Person for 1996.Developed advertisements and point-of-purchase sales center displays and promotional materials, which increased community awareness/traffic and helped customers envision owning a Pulte home.

Responsible for product development, research, feasibility studies for land acquisition, competitive analysis, subdivision performance metrics and strategic marketing.Managed primary and secondary research activities including projects on product design, site selection, image awareness and customer service that provided the company with customer's needs yielding customer-directed strategies that increased profitability.Determined the feasibility of all new market opportunities that led to five straight years of increased market share and company profitability. Designed performance metrics for 30 operating units used to create of individual strategic plans.Performed market-wide competitive analysis used to determine pricing model that increased GM 20%.Managed product development process from consumers' point of view used to create several award winning and top selling product designs.Wrote annual Business Plans delivered to the corporate office providing the strategic directive for our division for the coming year that determined $100M+ funds allocation annually for future projects.

Mba, Research And Small Business Consulting

Bba, Marketing, Economics And Finance