Merridy Mitchell Email & Phone Number

Edmonton, Ab, Ca

Edmonton, Canada Area

Calgary, Canada Area

I led the market research practice and provided insights and advice to a variety of internal departments including executive, marketing, guest experience, Brand, Digital, WestJet Rewards, WestJet Vacations and Sales. Led and mentored a team in execution of projects and providing insights and recommendations. Market and Brand ResearchOversaw a wide variety of research that supported WestJet departments including consumer segment assessments, brand research, advertising effectiveness, product research, usability testing and employee engagement. My key accomplishments include:✔ Acted as a trusted knowledge source for many internal departments✔ Provided insights and recommendations for brand, marketing and market growth strategies✔ Introduced key tracking projects that informed decisions for marketing, branding and product development ✔ Led projects that provided key direction for marketing and advertising messagingVoice of the Guest ProgramLed and evolved WestJet's voice of the guest program for WestJet, WestJet Vacations and WestJet Rewards; my team tracked guest experience and identified opportunities for improving the guest experience and key areas to focus product development. My key accomplishments include:✔ Introduced text analytics and speech analytics to enable more effective analysis of feedback ✔ Led implementation of guest experience dashboards for communication of results to business units and airports ✔ Identified recommendations for the WestJet Rewards program which led to fostered improvements to program benefits✔ Provided insights and recommendations which led to improvements in flight delay processes and guest notifications

Calgary

Managed client accounts such as Petro-Canada, Mark’s, Sprint and Rogers including research planning, client liaison and research projects oversight. Led a wide variety of projects including corporate reputation/brand, advertising effectiveness, communications effectiveness, advertising concept testing and product concept testing. Accountable for business unit revenue and profitability.My key contributions included:✔ Managed Petro-Canada brand research which guided brand management strategies✔ Led brand research for Mark`s to support company re-branding✔ Provided leadership and coaching to a team of Research Associates. ✔ Proposals, project design, questionnaire design, data analysis, report/presentation development.

Calgary, Canada Area

Responsible for supporting marketing and sales efforts for various business market segments (large businesses, small/medium businesses, dealers). My key accomplishments include:✔ I managed the marketing mix for business markets including strategic and tactical planning.✔ Market analysis, customer lists, sales incentives and lead generation campaigns✔ Supported product promotions, product launches, marketing campaigns and tradeshows✔ Developed sales collateral, ads and internal information documents.✔ Provided sales support such as sales collateral, tools and presentations .✔ Implemented and managed sales channels including dealer and tele-sales channels.