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, identify growth and improvement opportunities, and drive customer retention.• 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.• Oversaw and supported quantitative and qualitative studies of customer personas, value proposition, core products, customer response to merger with HD Pro, customer churn, and employee experience. Presented opportunities to Marketing, eCommerce, Merchandising, Training, and Human Resources.• Negotiated contracts with key technology and research partners to achieve savings. Managed external consultants.

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.