Kim Eason Email & Phone Number

Carlsbad, California, Us

Conducted Hardgoods and Softgoods segmentation analysis and created distinct consumer profiles for the core golf population. Collaborated with product developers and marketers to identify best areas of opportunity and maximize product and communication strategies. Established and standardized successful methodology for new concept testing and implemented process globally. Served as primary research liaison for International Teams in Europe and the Pacific and conducted many international research projects focusing on consumer product preferences. Implemented Global brand health tracking process to monitor strength of the Callaway family of brands, and track consumer perception of Callaway Golf versus the competitive set. Created consumer profiles for all key Callaway categories and Brands. Implemented process to measure and track product satisfaction for all Callaway inline products. Results helped inform new product strategy.Tracked and reported on social media strategy. Made recommendations to social media team in the areas of content creation. influencer targeting, and partnership opportunities. Analyzed key metrics including market potential, competitive landscape, customer segments, pricing, and brand strength and made strategic recommendations based on trends.

Carlsbad, California, Us

Directed market research studies including product development evaluations, customer satisfaction, brand & advertising, concept testing, competitive positioning, and market optimization.Developed surveys to allow business to understand and track customer experience. Analyzed results and made recommendations to grow customer satisfaction. Launched “Callaway Golf Advisory Staff”, Callaway Golf’s first member based on-line interactive community. Website aimed at increasing customer loyalty and served as a forum where customers communicate opinions, ideas, and suggestions to Callaway Golf.Responded to ad-hoc requests from internal clients, utilizing primary and secondary research sources. Designed, programmed, tested, and fielded approximately 50 surveys each year. Distilled data and delivered results when quick turnaround times were most often required.

Carlsbad, California, Us

Led all proprietary research activities; including development, execution, and analysis of all Callaway Golf consumer studies. Coordinated “From Couch to Cash Register; the Process of Buying a Driver” research with Golf Digest, a project whose results prompted many significant changes to resource allocation and a better optimization of marketing dollars.Tracked market acceptance and demand of new Callaway Golf product launches against their competitive set and interpreted customer response. Data captured for Callaway Golf’s “ERC Fusion driver”, resulted in the formulation of more effective strategies to market new, high-tech innovations.Tested new product concepts and obtained “voice of the customer” feedback through focus groups, golf course intercepts, and online methodologies to ensure product launches conformed to market standards and consumer preferences.Identified regional areas of opportunity to grow the Callaway product portfolio through geo-demographic analysis of golf’s largest retailer’s and golf participation rates throughout the US.Managed relationships with research vendors; including Golf Datatech, the National Golf Foundation, Golf Digest, Darrell Survey, and Sports Marketing Surveys.

· Managed quantitative research projects with 3rd party and industy research vendors and provided insights to guide shopper strategies and tactics.· Assisted with analytical deep dives to assess effectiveness/ROI of various aspects of direct marketing, ecommerce, and other promotional campaigns and initiatives.· Prepared summary presentations for Sr. Managment on relevant consumer trends.· Analyzed traffic, business, and industry patterns in US and Canada and supported strategic planning process with findings.

Master'S Of Pacific International Affairs, Mba Coursework Combined With Latin American Region Of Focus

Bachelor Of Arts - Ba, Psychology