Joyce Lu Email & Phone Number

Kirkland, WA, US

Seattle, WA, US

Seattle, WA, US

I lead deep dive custom research by leveraging marketing analytics & statistical models to unlock fundamental understanding of global audience

Burlington, Massachusetts, US

• Insights lead on the strategic task force with Data Science and Strategy to identify category growth drivers and incremental opportunities by deploying HHP model; presented results & implications to C-suite.
• Insights support for B2B marketing and market segmentation. Lead usability research for AFH specialty brewers and translated user feedback to actionable insights.
• Co-authored functional and research process documentation to ensure consumer-centricity mindset is well integrated across business functions and processes.

Burlington, Massachusetts, US

• Insights lead for brand renovation, innovation, campaign evaluation and portfolio strategy for coffee brands.
• Partnered with Brand team to revive a declining brand back to double-digit growth.
• Consulted on IoT connected data strategy and design to enable data-driven decision making.
• Applied statistical understanding to address business needs by leveraging TURF, Conjoint Analysis, DCM, Clustering, Regression etc.

Pawtucket, RI, US

• Lead the charge as 'SME'​ of Action category and uncover growth opportunities by integrating and analyzing multi-sourced market/consumer data to help shape the strategies of brand teams and the company in Product.
• Consolidate and visualize multi-sourced data reports and profile for global & regional markets through various metrics (consumer demographics, purchase dynamics, media consumption behaviors etc.) to generate actionable.
• Successfully manage research partner relationship and provide thought leadership on key projects including: foresight trend presentation, market immersion & advisory
• Present and communicate data-driven insights across all levels of the organization including senior management.
• Provide support to international markets with global overview and immersive cultural understanding (Asia Pacific). Provide advisory with cultural relevance and regional perspective.

Alexandria, VA, US

• Clients include: Mercedes-Benz, China South Airline, AIG Insurance, Guiyang Financial Center, Jin Longyu Rice
• Conduct market research for Mercedes-Benz MPV 2014 Communication Plan, China South Airline “Canton Route” Promotion, Bisquit Cognac China Launch Plan, Guangzhou Metro Brand Strategy Plan, Jin Longyu Rice 2013 Promotion;
• Market positioning for FMCG clients and promoted brand strategies;
• Analyze the market data by use of BAV (Brand Asset Valuator) and SPSS
• Assist New York office for international media auditing

Core Certification Program

Master Of Arts (M.A.), Strategic Communication

Exchange Program, Social Sciences

Bachelor Of Arts (B.A.)