Eduardo Diaz Email & Phone Number

Atlanta, GA

• Directed team of Customer Insights and Customer Experience professionals responsible for Voice of the Customer program and market research projects across six B2B verticals. Managed team to develop actionable insights.
• Gained senior leadership approval to redesign Voice of the Customer (VOC) program.
• Launched new VOC listening posts and relationship survey, increasing completed surveys. Rolled out new real-time dashboards that aligned key metrics to experience outcomes.
• Merged VOC program for HD Supply and Home Depot Pro to a single, online platform.
• Established closed-loop process, reducing churn. Led monthly reporting to senior leadership. Helped achieve highest Net Promoter Score in past five years.
• Developed roadmap to align customer insights projects with business goals and internal stakeholders.

Greater Atlanta Area

• Led marketing insights and analytics initiatives for 2,000 US stores. Supervised $2MM of primary research. Integrated consumer insights into marketing plans. Analyzed national promotions. Tracked performance metrics.
• Oversaw Hispanic segmentation study and Millennial path-to-purchase research. Informed relaunch of Hispanic website, leading to increase in traffic. Recommended electronics opportunities for annual plan.
• Overhauled Aaron’s brand health tracking study. Increased target segments and competitors tracked, while reducing cost.
• Drove the development of a marketing mix model for Aaron’s. Leveraged model to optimize marketing spend and increase sales. Created and led review of dashboards to improve marketing ROI.
• Launched consumer advisory board. Proposed digital and multicultural opportunities to grow sales.

Greater Atlanta Area

• Produced shopper insights for marketing plans for US grocery retailers. Led improvement of insights capability.
• Generated insights from online military shopper community. Developed Coca-Cola and Powerade programs for Military Commissaries, lifting sales.
• Headed commercialization of Shopper360 study. Trained associates on insights tools. Improved Coca-Cola’s shopper insights survey rank. Nominated for Coca-Cola’s Commercial Excellence Award.

Greater Atlanta Area

• Enhanced national plans with regional consumer and trade programs. Increased number of outlets executing Coca-Cola promotional displays.
• Directed price promotions for peak-selling periods, driving an increase of profitable sales.

Greater Atlanta Area

• Devised immediate consumption solutions that lifted sales Kroger stores.
• Launched beverage-sampling vehicle in China and 19 other countries, adding to profits.

Greater Atlanta Area

• Led cross-functional team that launched tools to reduce sell failures, the top customer-satisfaction issue.

Greater Atlanta Area

• Redesigned R&D function for South American broadband firm, growing profits.

Mba, Strategy And Entrepreneurship

Activities and Societies: Hispanic Business Student Association, Stanford GSB Hi-Tech Club.■ President, Hispanic Business Student.

Bas, Double Major In Economics And Computer Science

Activities and Societies: Alpha Phi Omega, Leadership Conference of the Americas, International Club■ Awarded best essay (out of 60.