Jenna Harmelin Email and Phone Number

• Manage and support design, development and execution for primary qualitative and quantitative global strategic research across the company.• Partner with Footwear, Apparel and Product Marketing Teams integrating consumer insights from briefing to throughout the go to market/marketing planning process.RESEARCH INCLUDES BUT IS NOT LIMITED TO: Exploratory, Concept/Copy/Creative Testing, Positioning or Product Development, Perception or Deprivation Studies, Brand Equity Monitoring and… Show more • Manage and support design, development and execution for primary qualitative and quantitative global strategic research across the company.• Partner with Footwear, Apparel and Product Marketing Teams integrating consumer insights from briefing to throughout the go to market/marketing planning process.RESEARCH INCLUDES BUT IS NOT LIMITED TO: Exploratory, Concept/Copy/Creative Testing, Positioning or Product Development, Perception or Deprivation Studies, Brand Equity Monitoring and Market & Trend EvaluationROLES & RESPONSIBILITIES:Consumer Segmentation, KPI Setting, Moderation, Strategic Brand Planning, Qualitative & Quantitative Research Design, Screener & Discussion Guide Development, Survey Design & Implementation, Participant Recruitment, Data Collection & Analysis, Report Writing & Debriefing, Project Management, Client & Vendor Relationship Management, Focus Groups, In-Home/In-Facility/Over Phone/On-site/Online Ethnographies, In-Depth Interviews, Shop-Along Interviews, Retail Mystery Shopping, Man-on-the-Street Intercepts, Online Journal & Video Diaries, Employee Management Show less

• Oversaw all facets of design, development and execution for primary qualitative and quantitative global strategic research across the company.• Developed multi-category integrated approaches to understand the consumers’ needs.• Refined PUMA’s new global consumer segmentation model to be socialized and implemented into all departments, business units and regions on a global level.• Led project management for the 2016 Rio Olympics.

• Oversaw all facets of design, development and execution for primary qualitative and quantitative global strategic research across the company.• Began refinement process of PUMA’s new global consumer segmentation model to align with new brand positioning.

• Moderated private online consumer communities to encourage people to share their ideas and experiences with global brands.• Managed highly engaged communities that yielded actionable insights and offered creative business solutions for clients.

• Drove production development and oversaw professional growth of the Consumer Insights Group: responsible for data gathering, subsequent analysis and delivery of insights for all current and new business clients across agency.• Founded the Hill Holliday “SnoopScoop”, an online journal platform used to engage with consumers to understand their relationship with brands.

• Managed all facets of design, development and execution for primary qualitative and quantitative strategic research across all agency accounts and new business pitches.• Conducted Hill Holliday’s TVnext’s Cord-Cutting Experiment and produced a viral consumer video about a deprivation study following five families who traded in traditional cable boxes for “connected TV devices”.

• Designed, developed and conducted primary qualitative and quantitative research for all current and new business accounts across agency.• Founded the Hill Holliday “Word on the Street Community”, providing agency access to an online national database comprised of over 1,000 members.

• Prepped pitch materials for presentation to prospective client across agency.• Assisted pitch team and senior executives from initial compilation of incoming proposal to final pitch.