Translating data into actionable insights. Areas of expertise:• Consumer & category trends• Market sizing• Performance marketing measurement• Competitive intelligence• Social listening & media measurement• Training & process automation

Led the analytics team in the discovery and delivery of data-driven insights to drive performance in digital commerce.• Identified merchandising tactics that resulted in over 200 bps improvement in conversion rate.• Designed and implemented performance marketing KPI reporting and analysis capabilities.• Fine-tuned checkout conversion based on behavioral differences of key consumer segments.• Created repeatable blueprint to ensure UX changes and A/B tests meet rigorous measurement standards.• Recommended specific actions during peak seasons that balance sales conversion with margin per unit.

Created end-to-end measurement programs that fuel communications, marketing, and social media campaigns for industry-leading technology and consumer brands. Collaborated cross-functionally to deliver unique insights that elevate brand conversations in earned, owned, and social media. • Identified and recommended new social media influencer partners to expand reach and engagement.• Implemented new analytics environment that delivers real-time social listening and earned media insights. • Uncovered unique and ownable storytelling opportunity for brand repositioning campaign.• Leveraged audience segmentation to optimize messaging and channel strategy.• Drove significant process innovation of flagship Quarterly Scorecard by adding 4 regional views and enhanced data visualizations while reducing overall delivery times by 2 weeks.

Led strategic and marketplace insights for multiple geographies to address key performance indicators (KPIs) and identify emerging market and consumer trends, opportunities, and competitive threats.• Launched new insights platform in China, balancing quantitative and qualitative research to enable focused decision-making.• Collaborated cross-functionally to drive the global Women's Epic Growth Opportunity initiative.• Reimagined quarterly trend reports, resulting in 2.4X increase in opens.• Oversaw development of new proprietary data analytics tools (e.g., PowerBI app, Tableau dashboards), providing enterprise-wide access to point-of-sale (POS) and consumer panel data.• Managed agency relationships, including contract negotiation and portfolio optimization that saved over $590K.• Partnered closely with Global Strategic Planning on BOD, Investor Relations and executive leadership presentations, improving decision-making by synthesizing and translating disparate data into measurable insights.

Drove product management, marketing, and commercial strategy for $14MM syndicated B2B retail and shopper insights product portfolio. Oversaw website development team.• Developed new product pricing strategy, growing revenues by 5% in a flat market while exceeding margin targets.• Championed key initiative to add e-commerce to the company’s flagship platform, boosting incremental revenue, increasing operational efficiency, and resulting in higher client satisfaction (TRI*M score increased from 65 to 71).• Launched new Shopper Insights product in Canada, resulting in strong pipeline of new CPG clients.• Created and executed social media marketing for Kantar's syndicated product portfolio.• Drove innovative customer experience enhancements to KRiQ website, including site rebranding, improved navigation, one-click access to popular content, and new data integrations.• Established and moderated client focus groups, ensuring key initiatives are infused with customer feedback.

Orchestrated all qualitative and quantitative secondary research initiatives for Hasbro globally. Synthesized a variety of inputs into actionable insights ranging from brand opportunities to corporate and business unit strategy. Led and mentored team of junior analysts and seasoned researchers.• Transformed secondary research into strategic foresight, elevating team from support function to critical pillar of corporate business unit and brand-level strategic planning processes.• Drove cross-functional 5-year strategic planning process, resulting in entry into Digital Gaming, expansion in the Arts & Crafts category, and increased Preschool investment.• Advised executive leadership on dozens of potential licenses, resulting in successful deals with Marvel, Sesame Street, and Disney Princess, advising on M&A opportunities based on financial and strategic fit.• Selected for leadership development program that included sponsorship of Executive MBA.

Managed all aspects of secondary and syndicated research for Hasbro’s US Toy business unit.• Uncovered whitespace opportunities, addressing marketplace needs and capitalizing on competitive gaps, resulting in expansion of Girls toy portfolio and creation of a new Vehicles segment.• Collaborated on innovation workshops, resulting in new brand concepts, including line extensions for Monopoly®.• Managed $4.0 MM budget within 99% of target, negotiating global contracts saving $330K+ annually.

Established company's dedicated secondary and syndicated research function focused on both tactical and strategic decision-making.

Developed and executed brand and product strategy through actionable intelligence on competitors and future-focused industry and consumer trends.• Established centralized competitive intelligence function that delivered marketplace insights to inform and drive product and marketing plans.• Recommended new packaging designs based on channel-specific needs and innovative consumer research.

• Quantified and prioritized new revenue opportunities in non-traditional channels (e.g., airports, home improvement).• Partnered cross-functionally to drive entry into the Grocery channel. Developed new business model that balanced corporate and franchisee objectives.