Michelle Dickens Email and Phone Number

Doing what I love to do: Spending time with people to understand what they care about so I can find ways to help brands solve their problems and grow. Industries include technology, entertainment, financial services, health insurance, retail, and durable goods.

Courses: - Intro to Account Planning - Advanced Strategic Planning- Research for Public RelationsCertification: Online Course Design and Development

Provide strategic planning and qualitative research for marketers, advertising agencies, and quantitative research partners. Engagements include qualitative research for positioning, creative strategy, purpose/brand belief development. Workshop development and moderation. My goal is to help companies find creative solutions that will help grow their brands through deeper connections with their customers. From multi-prong global research to scrappy quick-turn insight mining, I tailor solutions to the needs of each client. Open to collaborating with other research partners. Categories include: B2C: CPG/FMCG, Education, Home Improvement, Pet Care, Restaurants (QSR, Fast Casual), Retail, Real Estate, Travel, Financial Services, Durable GoodsB2B: Technology, Food Services, Retail, Human Resources, Colocation, Networking

Lead all brand-level strategy, including purpose/vision design, positioning, consumer insight development (quantitative and qualitative), and the design of marketing and creative strategies. Responsible for driving collaboration across agency and client teams to develop solutions across the total brand experience, from product development to communications to user experience. 2014- 2016: Lead brand strategy for Popeyes Louisiana Kitchen across all consumer communication touchpoints, from traditional advertising to online brand experience to new products and services. Developed KPIs for brand equity, oversaw strategy development for online creative development, including social and paid digital. Key Accounts: Walgreens, Sysco, Popeyes, Trust for National Mall. 2012-2014: Developed an overall multi-year strategy for Walgreens to help evolve the brand from awareness as a big drugstore to a meaningful brand that is bringing health and 'happiness' closer to everyone everyday. This covered all touch points from offline communications to online touchpoint including the mobile app.Pro-Bono: For the Trust for the National Mall in DC, created a strategy that led to the creation of a 'virtual mall' where anyone could contribute their or a loved one's story to the ongoing story of our nation via virtual monuments that could be created and experienced online.Accomplishments:2014 Gold Effie Winner for 'At The Corner of Happy and Healthy' brand platform. 2015 Silver Effie: Developed Walgreen's first ever 'Give Back' platform, Shot at Life. This UN partnership provided immunizations to children in need whenever someone received their yearly immunizations from Walgreens. This also earned us the 2014 Best Health Halo Award.

Aided in Ogilvy West's transformation into an integrated communications agency. Trained in Fusion, Ogillvy's cross-discipline planning system. Strategic planning lead on Cisco Systems, Linksys, and Tabasco. Created and managed integrated brand strategies. New Business wins including Nesquik.Executed and lead across phases of quantitative and qualitative research, including initial design, data collection, vendor management, survey development, analysis and presentation of actionable findings.Accomplishments:Developed a 'human' narrative strategic platform that centered on real Cisco customer success stories to illustrate Cisco’s business transformations on the Cisco Cloud Intelligent Network. By developing a customer experience journey, I provided content direction at all stages from intrigue to demand generation to advocacy. Primarily developed for the US, this strategy was rolled out to Asia/Pac and Western Europe business divisions.New business wins: Nesquik, LinksysTools EmployedQualitative and quantitative research. Customer journey development. Case Study Development. Personas. Measurement plan creation and implementation. Branded utility strategy (i.e. apps).

Dedicated to the creation of disruptive ideas and strategies that turn static brands into those that do something for people. Created relationships between people and brands through meaningful brand behaviors and experiences. Development of strategic platforms and user experiences based on how people live with and digest technology and media in their lives. Focused on developing holistic brand experience strategies from advertising to reputation to advocacy.Veteran Disruption workshop architect and moderator. Experienced in developing and leading Media Arts Exchanges. Quantitative and qualitative research design and management.Key Accounts:'08-Aug '11: Pedigree, Whiskas, Dentastix, The Goodlife Recipe, TemptationsJune - Nov '11: Tostitos, Stacy's Pita Chips, PUR Water, Pepsi TM. Member of new business teamAccomplishmentsAlongside Global Planning Director, led efforts to help define the first global brand strategy for Pedigree by leveraging the nuances of dog lovers around the world.Repositioned the Stacy’s Pita Chip brand to connect with consumers more deeply by leveraging the company’s distinctive, independent spirit.Skills UsedQualitative and quantitative research. Content calendar development. Social media monitoring and analysis. Influencer strategy development. Customer journey development. Measurement plan creation and implementation, including brand equity. IRI/Nielsen data analysis and reporting.

Provided brand vision and strategic insight to translate brand ideas into new product development, advertising, online, point-of-sale, promotions, and retail presence. Developed and lead branding workshops using agency proprietary branding process, Spherical.Key Accounts: The Home Depot, ArcLight Cinemas, American Greetings, Go RVing Coalition, Lone Star College System of Houston, Victory Park Neighborhood Development.