Gretchen Murcott Email & Phone Number

New York City Metropolitan Area

• Provide strategic direction and manage the entire lifecycle of custom qualitative and quantitative research projects for top beauty and luxury brands, delivering actionable insights that drive transformative business.
• Understand client learning objectives and design custom studies for brands including Chanel, Shiseido, Drunk Elephant, NARS, SkinCeuticals, Tata Harper, Victoria Beckham Beauty, Cadillac, Mondelez, Nestle, Hershey.
• Lead global studies including attitude & usage studies, brand equity tracking, journey mapping, shopper insights, product testing, creative and messaging feedback, and competitive benchmarking.
• Execute all phases of research projects, including recruitment, study design, programming, and analyzing qualitative and quantitative data.
• Skilled and nuanced moderator of groups, online discussions, and in-depth interviews.
• Engage C-level audiences with compelling storytelling and multimedia presentations that bring consumer segments to life, illuminate emerging trends, reveal unmet needs, and provide actionable recommendations.

Greater New York City Area

• Developed, built, and managed the data resources that marketers need to drive strategic decision making, identify white space, and inform marketing plans, using data assets from retail stores, consumer receipts, and.
• Launched Scentiments, a product which provided biannual, nationally-representative data on fragrance, including attitudes and usage of scented products and tracked longitudinal brand awareness and ownership data.
• Supported launch with a steady pulse of content, collateral, presentations and social media posts that conveyed thought leadership, generated leads, and drove sales.
• Served as fragrance industry expert and conducted custom analysis. Maintained deep knowledge of the beauty industry through analysis of NPD sales data, consumer research, desk research, store visits, and industry events.
• Mentored 3 team members and organized social and volunteer activities to enhance team culture.

Greater New York City Area

• Consulting RolesBrand Strategist & Visual Storyteller | GRETCHEN MURCOTT STUDIO (2008-2016)
• Differentiated small businesses by crafting compelling brand messaging, conducting custom photo shoots, building effective websites, creating a dynamic social media presence, and designing print collateral.Account.
• Directed creatives and developers to produce clear, compelling, and compliant videos to train sales teams.
• Coordinated with cross-functional team of brand, legal, and agency partners; delivered on time and budget.Marketing Director | PILOT Employee Benefits, benefits brokerage company (2012-2014)
• Refined brand identity to reflect unique value proposition and demonstrate thought leadership.
• Hired and directed agency teams to align the website, social media messaging, and email marketing program with updated visual codes and voice. Project increased new business leads by 30%.Account Supervisor & Strategist.

New York, New York, United States

• Managed $45M lip product portfolio (lipsticks, lip gloss, and lip liners), including forecasting, SKU rationalization, and ongoing analysis of consumer trends, sales performance, and the competitive landscape.
• Created 360° calendar of support for each product line, partnering with cross-functional teams in advertising, PR, interactive, retail events, and sales education.
• Presented monthly business updates to senior management and seasonal launch updates at sales kickoff events.
• Developed US-specific shades and designed limited-edition retailer-exclusive packaging based on market research, prestige beauty trends and competitive analysis, P&L implications, and forecast potential.

MBA Summer Associate at Lancôme, in L'Oréal's Luxury Group. Analyzed prestige self-tanner market and supported launch of Hypnôse fragrance.

• Unilever food and personal care brands - Website, Direct Mail, Television, Print, Email
• Managed CRM program involving 25 CPG brands, online and direct mail channels, and diverse client stakeholders.
• Increased consumer engagement and purchase intent through ongoing performance analysis and creative iteration.
• Led 20-person team in accelerated national launch of Carb Options, a reduced-carb food brand, delivering an integrated marketing campaign of television, print, website, e-mail, and online advertising in four months.

New York, New York, United States

• IBM and Purina accounts Led multi-disciplinary teams to create an engaging brand presence for both B2C and B2B brands
• Built an online presence for 4 pillars in Purina’s cat care portfolio, ensuring each reflected its brand heritage and resonated with the unique psychographic profile of its target consumer segment. Exceeded conversion.
• Creatively extended IBM’s viral “Peace, Love, & Linux” ad campaign elements on e-server website, and provided information-rich landing pages that resonated with C-level decision-makers and generated new business leads.

Mba, Marketing, International Business

Activities and Societies: President, Marketing Association of Columbia. Member of Columbia Women in Business, Retail & Luxury Goods.

Ba, English

Activities and Societies: President, Zeta Alpha Literary SocietyGraduated Cum Laude with BA in English. Wrote thesis on the influence of.