Leading insight generating efforts across core product lines and product creation UX. Managing market sizing, brand equity tracking, concept testing, and advertising research programs. Designing and optimizing customer satisfaction program. Introducing Jobs-to-be-Done concepts to organization.

Provided executive-level leadership and “voice of the consumer” input to the Marketing and Innovation departments for the world’s largest mattress manufacturer. Developed strategy and budget for all consumer and dealer research and analysis. Directed all research activities relating to market sizing and forecasting, new product development and go-to-market activities. Designed and managed brand equity tracking studies for the Serta and Simmons family of brands. Implemented a combined qualitative and quantitative ad testing program along with a database for results. Created a centralized library of research reports and presentation slides. Managed multiple research vendors and data suppliers.

Designed and managed market research projects for large consumer product companies. Led research and analysis teams in identifying relevant data and strategic insights for numerous Equifax client companies. Developed strategies, solutions, and plans to improve consumer marketing, strategic planning, product development, competitiveness, or customer satisfaction. Oversaw projects from conception to design to completion and presentation, as well as managed on-going, syndicated studies. Directed cross-functional teams in developing web-based products. Coached and trained new analysts in project management, insight development and report production.

Produced managed care sales reports- Developed a customized sales reporting system- Functioned as troubleshooter during transition to a SAP-based sales tracking system

Conducted set-up and analysis of market research projects for marketing consultant group focused on the home improvement industry. Managed multiple market and business research projects simultaneously from conception to completion. Prepared and delivered presentations at projects’ conclusions. Led different types of quantitative and qualitative research that measured market size, share estimates, consumer segmentation, concept tests, test markets, and analyzed sales history.