Joanna Frankowski Email & Phone Number

Smyrna, GA, US

Purchase, NY, US

• Lead the market research function at Teladoc Health, a B2B2C organization, managing the research roadmap and studies to provide insights to inform brand & creative, marketing and product strategy.
• Oversee quarterly consumer brand tracking to evaluate Teladoc Health’s funnel performance and perceptions against competitors and uncover opportunities to optimize messaging to stand out in the market to attract and.
• Initiated company’s first employer brand study to understand Teladoc Health’s competitive standing across service lines and identify how we can increase our presence and consideration in the market
• Created a quick-turn, standardized in-house creative testing capability to gather consumer feedback to optimize email and direct mail assets
• Launched chronic condition management positioning study to guide product and communications strategies, utilizing Kano analysis to prioritize product features based on consumer preference drivers and expectations
• Inform the development of personas based on primary research insights, including segmentation and custom projects

Atlanta, Georgia, US

• Consumer Insights mat leave coverage for a global weight loss and wellness company
• Implemented market sizing research to evaluate the opportunity and identify the target market for partnerships in a new area within the health and wellness product space in collaboration with New Ventures team
• Developed generative qualitative research to inform communication strategy for major shift in company vision related to de-stigmatizing perceptions about obesity
• Co-led ad hoc research to provide direction for Marketing campaign to convert a competitor’s members
• Guided creation of biweekly social listening reporting to monitor organic conversation and identify trends developing in the category

New York City, US

• Built a Research function for Turner Classic Movies (TCM) and FilmStruck (Turner’s 1st SVOD), using DIY and vendor-led research, digital analytics and social listening to guide strategies for marketing, brand.
• Monitored brand health to understand the value of TCM competitively, gauge the impact of a re-brand and uncover ways to grow audiences
• Supported TCM brand extensions team with concept testing to expand current offerings such as ecommerce and satisfaction studies to optimize the experience for existing extensions such as TCM’s cruise, podcast and film.
• Managed research for TCM’s innovation pipeline, including ideation and opportunity sizing, with the goal of generating $10M
• Launched and managed in-house insights panel of 5K members as a 25% cost-cutting, quick-turn research tool to conduct 1-3 studies per month
• Led research for the 2021 virtual TCM Classic Film Festival on HBO Max, including concept testing and post-performance evaluation across social, surveys and first party analytics

London, CO

• Led and managed domestic and global quantitative research projects consisting of copy testing (including Super Bowl ads), brand equity tracking, AAU studies and custom projects
• Directed and grew over $1M in key client accounts across CPG, pharma, retail, financial services, delivery services and advertising publishers via a strategic account planning process, consulting on study design.
• Oversaw all aspects of client service across two to four account teams at one time, including administration and pricing, design, execution and management, client communication, quality control, analyses/deliverables.
• Partnered with the Analytics team on advanced analysis approaches such as market mix modeling, discrete choice and max-diff studies
• Developed solutions capabilities presentations and proposals for new business for prospective clients
• Managed and mentored a total of three direct reports

Atlanta, US

• Provided research support for CNN.com initially before moving into role as lead researcher providing insights to help build CNN's mobile business
• Developed strategic, insightful ad hoc presentations and analyses for CNN Digital management to assess the success of key business initiatives across platforms and identify potential areas of improvement using.
• Managed usability via IDIs to gauge consumer reactions to and identify ways to optimize CNN’s iPhone and iPad apps at initial launch and a proposed $1M+ re-design of CNN.com
• Delivered concise reporting to monitor performance trends of CNN’s multiple mobile products vs. competitors and cross-platform consumption growth trends, which resulted in re-prioritization of product development to.
• Spearheaded analytics tagging requirements and testing for mobile products with developers and product team
• Collaborated with Public Relations in crafting monthly press releases and generating claims about breaking news events based on mobile performance data

Atlanta, US

• Updated and analyzed regularly scheduled audience metrics reports to monitor performance of CNN.com
• Developed reports to measure success of partnerships using metrics from OpinionLab, Nielsen NetView and Omniture SiteCatalyst
• Responded to ad hoc data requests for internal clients across all levels of the CNN Digital organization
• Worked with CNN.com public relations team to assist in crafting monthly press releases and generating claims based on research data points

Vienna, VA, US

• Managed an assortment of custom online and telephone quantitative research and qualitative projects, including customer satisfaction tracking for a utilities client, television copy testing for an advertising agency.
• Designed questionnaires, handled daily project management, including client communication and planning schedules, as well as analyzed data and wrote reports with actionable recommendations and concise summaries
• Anticipated and forecasted solutions to project-related issues and proactively provided suggestions for resolution to internal team members and external clients

Chicago, Illinois, US

• Served as on-site liaison between Harris Interactive and The Coca-Cola Company, managing client expectations and addressing research needs related to a highly visible, multi-million dollar online beverage consumption.
• Assisted with day-to-day project management and maintained regular communication with clients
• Advised clients in multiple business units at The Coca-Cola Company on the appropriateness of using tracking study data
• Aided in the development and extensive testing of a proprietary database tool to be used for responding to ad hoc data requests and provided clients with data analyses to support the annual brand planning process

Atlanta, Georgia, US

• Consulted with product and service marketing clients to identify business objectives and determine the best research approach to address the objectives provided
• Managed research vendors and led quantitative research centering on syndicated Domestic and Transatlantic airline product and service evaluations and quarterly industry and competitor trends
• Completed qualitative studies about fare programs for students and satisfaction levels among ‘million milers’

London, CO

• Coordinated and managed multiple quantitative research projects end-to-end for CPG, photographic products, telecommunications and vision care clients, acting as key client contact for brand health/advertising tracking.

Ba, Psychology

Study Abroad