At Common, we provide business intelligence consulting to analytics and finance leaders for DTC and B2B brands ranging from start-ups through the mid-market.

-- Selected to manage the MeUndies membership program in addition to the Analytics & Insights team. Responsibilities include leading a cross-functional team of 10+ colleagues, setting and executing on the program roadmap, and owning KPIs.-- Launched advanced research including product concept testing and conjoint analysis to ensure the best possible products are brought to market. -- Oversaw analytics advancement that resulted in more visibility and insight into inventory metrics, order composition, marketing attribution, and contribution margin.

-- Hired to build out the BI/Analytics and Consumer Insights teams and set the strategy for analytics evolution at MeUndies.-- Stood up Looker as the company’s first-ever self-service data and automated visualization tool. Looker continues to be used daily by all levels of the organization to track real-time performance as well as advanced reporting across ecommerce and membership metrics.-- Supervised the architecture and build-out of MeUndies’ first data warehouse by leveraging both internal and external resources.-- Pitched and implemented new insights infrastructure using the Qualtrics platform to make consumer feedback more automated, visible, and actionable. -- Led and managed MeUndies' first-ever customer segmentation project by partnering with a third-party growth strategy firm. This large-scale initiative was completed on-time and on-budget. Directed a cross-functional task force to infuse segmentation learnings into brand, creative, marketing, and product strategies.-- Managed a high-performing team of three analytics and insights professionals. Emphasized team members' individual development and career progression resulting in two team promotions in under two years.

-- First Director hired on a new team established to provide analytical expertise and support for a data-driven national sales organization.-- Led digital campaign analytics for CPG vertical and Central Region agency business; partnered with sales executives to win new business and grow key accounts.-- Managed campaign measurement process, crafted presentations, and presented regularly to clients. Created and delivered 100+ client presentations.-- Enhanced insights capabilities by developing Tableau reporting requirements and solutions with BI and Product teams.-- Established digital campaign benchmarks by industry vertical (e.g. CPG, QSR, Travel)-- Provided subject-matter expertise for third-party solutions including closed-loop sales measurement, store traffic, and brand effect studies.-- Built and managed automated Excel-based tool to reduce the time required to craft frequently requested analyses and prevent human error.-- Mentored junior team members and provided training on Excel, Tableau, and measurement approaches.-- Developed external reporting templates to ensure a consistent look-and-feel and improve delivery time. Trained 30+ Account Managers in new approach and associated measurement methodologies.

-- Conducted all primary quantitative and qualitative research supporting launch of Women’s line extension. Managed third-party researcher on in-home ethnographic study. Launched and continuously optimized two post-purchase surveys. Provided Women's leadership team with recommendations on how to improve customer pain points.-- Identified customer cohort trends in Men’s LOB that resulted in renewed marketing focus on retention versus acquisition strategies.-- Led insights integration with parent company (Nordstrom) to ensure consistent customer feedback methodologies and segmentation approaches.-- Co-chaired a cross-functional team responsible for investigating viability of new line of business. Designed series of consumer-facing tests and built unit economics model to estimate full P&L implications. Presented weekly updates to senior leadership team.-- Enabled more efficient customer trend analyses by providing Tableau cube requirements to Business Intelligence team; process allowed for automation of previously manual work and publication of timely Tableau dashboards.

-- Worked closely with company co-founders to establish new function responsible for collecting, synthesizing, and sharing actionable insights with leadership.-- Served as marketing analytics lead in addition to owning consumer insights. Measured ROI of new acquisition channels such as Direct Mail and TV; supported Activation and Loyalty teams in understanding impact of key initiatives.-- Published monthly Tableau dashboards featuring behavioral trends and results of five post-purchase surveys across three lines of business.-- Supervised direct report in building bottoms-up consumer demand model used to forecast revenue for Men’s LOB.-- Recommended website sign-up flow changes to Product and Data Science teams based on customer research insights.-- Collaborated with service team to create closed-loop system for customer post-purchase surveys; developed protocol for handling customer feedback based on NPS rating.

-- Promoted to establish new insights team responsible for supporting executive leaders and internal stakeholders across Marketing, Product, FP&A, Purchasing, and Sales teams. Leveraged database analytics, custom primary quantitative and qualitative research, and home entertainment syndicated data.-- Presented to and interacted regularly with senior leadership, including department VPs, SVPs, and President. -- Managed three direct reports, six external vendor relationships, and an annual research budget of $1MM+.-- Helped transform Redbox’s understanding of its customers by serving as core team lead on customer segmentation engagement with third-party. Spearheaded adoption of segmentation internally to influence 2014 marketing communication strategies, personalization efforts, and product roadmaps.-- Led engagement with third-party to create comprehensive home entertainment market segmentation and investigate merit of acquisition vs. customer retention strategies. Results led to increased focus on current high-value customers.-- Improved the organization’s insights capabilities by creating a weekly customer panel providing real-time research on the opinions and home entertainment habits of core Redbox users and the general US population.-- Oversaw development, launch, and analysis of 75+ custom online surveys and 15+ focus groups. Research supported marketing initiatives, studio strategies, and concept testing for gifting and loyalty programs.-- Partnered with VP to craft discounting strategy guidebook to gain cross-functional alignment on the incremental value and scale of promotional tactics through channels such as text, email, and social.

-- Played central role in pricing strategy project that ultimately resulted in Redbox’s first DVD price increase.-- Developed customer-centric model forecasting weekly traffic, frequency, and basket size. This forecast was a key component used for setting internal budgets, estimating 5-Year plans, and communicating guidance to investors.-- Built margin simulation model and designed three kiosk allocation tests to measure incremental value of Blu-ray.-- Created what-if scenarios to estimate potential revenue impact in the event of losing a contract renewal with top 10 client; materials used in Board meeting.-- Partnered with BI to create dynamic KPI Tableau dashboards used by executive team to keep real-time pulse on the business.-- Utilized SPSS to create video game renter segmentation that identified drivers of customer profitability. -- Established S&A interview processes and on-boarding procedures; trained 12+ analysts during S&A tenure.

-- Created and successfully instituted a new metric used to measure Redbox network density. This metric has been essential in measuring kiosk performance and prioritizing thousands of installs and removals since early 2010.-- Invented customer “roll-up” SQL procedure as workaround methodology to view renters as true customers instead of individual credit cards. Trained analysts in procedure to enable more accurate measurement of marketing activities.

-- Analyzed findings of qualitative research interviews with software and technology experts. Collaborated with managers to create final report that discussed software pricing structures, discounting tactics, and customer segmentation strategies.-- Analyzed and presented findings on an incentive compensation benchmarking survey encompassing the pharmaceutical, high tech, and medical products and services industries.-- Leveraged market research knowledge to determine key factors related to job and incentive compensation satisfaction through regression analysis.-- Managed client and research vendor relationships to successfully launch online survey to 400 physicians. Analyzed results and collaborated with project team to develop recommendations for a prominent pharmaceutical client preparing for a new drug launch.-- Determined optimal locations for sales representatives while minimizing customer disruption. Created final deliverables for district, regional, and national sales managers.-- Provided ad-hoc support for a client with a software license for one of ZS’ proprietary products. Conducted multiple client meetings with middle and upper level management.-- Trained junior associates how to utilize the firm’s proprietary software for market research and territory alignment.

-- Served as sole Logistics Management Intern at Lodi, CA plant. Performed duties of full-time employee and identified unique project opportunities throughout internship.-- Planned outbound transportation for all finished product using SAP tools. Achieved 100% case fill for Direct Plant Shipment customers.-- Identified $20k in annual energy savings and created audit sheet for team to monitor energy usage upon completion of internship.-- Redesigned bulk sugar planning Excel workbook to increase accuracy of needs and capture potential detention fee and overtime cost savings.-- Trained colleagues in Excel best practices to prevent future planning errors.-- Presented summary of internship experience to Operations & Logistics executives at Minneapolis headquarters. Extended full-time offer.