Look the Part® is an innovative mobile app and marketing platform that connects audiences with brands and products seen on their favorite TV shows. • Growth initiatives successfully led mobile app to be downloaded in 40+ countries• Drove on-cycle engagement to over 1M/month on Instagram through strategic SEO and social media marketing (focus on Instagram, Pinterest, TikTok)• Designed U/I of mobile app and directly managed full cycle development teams for mobile app, web application, and CRM tool• Acquired partnerships with top retailers and brands in the world including Nordstrom, Macy's, Amazon, Revolve, SKIMS, and many more in the Fashion, Beauty, and Home Goods categories• Managed cross-functional teams including Product Development, Marketing, Business Development, and PartnershipsTo inquire about being featured in our app, please ping me or send us a business inquiry via our website.

Overview: Full-service strategist focused on research, brand strategy, and product offerings.Brand Strategy Work:• Brand Positioning• Brand Health• Value Prop and USP Testing• Audience Segmentation & Deep Dives• Building Strategy from Existing Research• Synthesizing Data Platforms and Multi-Method ResultsQualitative Research Services:• Focus Groups (e.g. moderation, discussion guides, developing recruitment screeners)• Ethnographies• In-Depth Interviews (IDI)• Friendship Studies• User Research and U/X Product Studies (all phases of product development)Quantitative Service Types: • Survey Design​• Data Analysis (synthesizing 1st and 3rd party sources)• Survey Logistics (choosing your sample, determining screen outs & term points, fielding, weighting)• Building Reporting DashboardsMisc: • Consumer Panel Management• Brand 360 Reports• Social Media Listening• Presentation and Deck DesignIndustry-Specific Expertise:• Tech Startups & Small Business: Planning and executing custom studies, analyzing and providing context to existing data sources, product optimization (websites, mobile apps), and invigorating investor pitch decks• Consumer Retail: Unlocking the customer journey, boosting traffic and conversions, interpreting insights (e.g. Shopify, BI dashboards)• Music: Working with artists and managers to elevate their profile, record labels looking to break new artists, and companies considering a music integration• Apps & Video Games: Helping indie developers and major publishers break barriers to entry through usability testing, positioning studies, competitive analysis, and monetization strategyAbout the Company: Here at Backstage Strategy, we aren't on the outside looking in. We aim to be a part of your team and absorb your needs as our own, developing strategy behind the scenes to help your business succeed. We are here to provide innovative solutions to take your products, brands, and clients to the next level.

• Led U.S. team overseeing research and insights across UMG’s business units and 55+ record labels including Island Records, Republic Records, Capitol Records, Interscope, & Def Jam.• Represented UMG on the Recording Industry Association of America (RIAA) research committee.• Worked cross-functionally with Marketing, Brand Partnerships, A&R, Product, and Streaming (i.e. Spotify, Apple, Amazon) departments.• Partnered with top Executives to inform strategic initiatives; from developing briefs to executing full cycle research and presenting findings to major stakeholders.• Key business objectives included brand tracking, audience profiling, campaign effectiveness, single/radio release strategy, and brand partnerships.• Brand projects include: M&M's "Spotlight" campaign (ft. DNCE & Carly Rae Jepsen), Shawn Mendes x PaperMate, Bud Light Platinum, American Airlines, among others.• Negotiated all new vendor contracts for syndicated tools and qualitative resources (e.g. comScore, Crimson Hexagon, Cassandra Report, etc). • Managed UMG's proprietary 20k+ consumer research panel.• Supervised team of Analysts and Managers in both NYC and Santa Monica.

Achievements:• Designed wearable prototypes to improve accuracy and reporting in mobile usability tests. Was subsequently invited to Apple HQ to present research and findings (2014).• Innovated and developed new methodologies to uncover evolving user behaviors and trends. Introduced assisted usability testing (2013), consumer segmentation / customer profiling studies (2013), and brand insights studies (2013). • Founded 10,000+ consumer research panel for proprietary market research and focus group recruitment using guerrilla growth tactics and incentivized referral programs.Job Functions: • Managed global research initiatives including strategy, planning, execution, analysis and reporting. • Oversaw research for 20-30 digital products annually, including TV and film IP from Marvel (most notably The Avengers franchise), ABC, CBS, Disney, Fox, NFL and others.• Published ad hoc intelligence reports utilizing syndicated data and analytics tools (i.e. App Annie, Nielsen, Google Analytics, Facebook Audience Insights).• Research methodologies included focus groups, usability tests, brand insights (health, tracking surveys), competitive benchmarking and beta testing.• Strategized with R&D, Marketing and Business teams to establish research objectives and agendas.• Managed relationships with third-party vendors (e.g. Critical Mix, Recruit + Field, Qualtrics).• Direct reports included Analysts, Moderators, Research Recruiter and intern(s).

Achievements:• Implemented long-term beta testing to address retention and monetization issues in F2P products. This was accepted as official company process in July 2012.• Created propriety consumer research panel with direct input on website design, registration and panelist profiles, query module, recruitment process, screener templates and marketing campaigns.• Developed standardized focus group procedures for F2P and premium products• Designed cross-sectional studies to evaluate mass market appeal.Job Functions:• Conduct primary research to evaluate usability, marketing, and branding for our digital products including original and licensed IP from Marvel, NFL, ABC, CBS, and films such as Spider-Man, Iron Man, The Dark Knight, Harry Potter, Cars, and others.• Platforms included mobile (smartphone and tablet), console (handheld and nextgen), desktop and Facebook. • Methodologies included focus groups, usability testing and online surveys. • Supervised full-time Recruitment Coordinator, as well as hired and trained part-time department intern(s).

Job Function:• Moderated 400+ focus groups and usability tests for approximately 200 Gameloft properties (a continuous role over 6 years). • Main objectives included optimizing user experience based on consumer feedback throughout the product lifecycle.• Demographic specializations: adults 18-49, millennials, kids, teens, families• Tested original IP's and licensed titles including The Avengers, Iron Man, Spider-Man, Harry Potter, Batman, Avatar, Skee-ball, The Oregon Trail, Uno and major film franchises• Analyzed quantitative and qualitative results from participants surveys and discussions.• Presented insights and actionable recommendations in 10-20 page reports for upper management.

• Redesigned and formatted a 40+ page nationally-distributed fundraising magazine. • Designed feature advertisements on behalf of leading magazines and publishers for use in the publication. • Managed and negotiated client contracts for subscription prices and renewals.