Michelle Hum Email & Phone Number

New York, Ny, Us

New York, New York, United States

Clients: Fashion: TimberlandCPG: Mars-Wrigley

New York, United States

- Conduct and manage primary research studies to be translated into inspirational brand stories that guide holistic brand strategies--- Clients ---Fashion: Bauer, Vans, Keds, River Island, VFMedia: Netflix, SpotifyRestaurant: Walk-On's Sports BistreauxElectronics: MarshallHealth: WWHospitality: AirbnbB2B: Cargill

Greater New York City Area

New York

- Conduct custom qualitative and quantitative research studies on Gen Z and Millennial preferences- Analyze behavioral tracking data and create dashboards / stories using Tableau- Create Monthly and Quarterly surveys on Millennial lifestyle, technology usage, shopping habits, and marketing preferences- Created and maintain Ypulse's Ybrands dashboard with Tableau- Restructured the Ypulse Question Library into a searchable databaseClients: Fashion: Victoria's Secret Media: Google, Spotify, Comedy Central, Facebook, Verizon Go90CPG: ChapstickQSR: DelTacoTech: CanonFinance: FidelityB2B: The HartfordNon-Profit: Everytown for Gun Safety, Confidence Code for Girls

Greater New York City Area

Researched and wrote trend reportsConducted expert interviewsCoordinated conference speakersFacilitated innovation workshopsManaged international scout network Reports: Future of Retail 2015, Future of Connected Life, Future of Travel 2016, Innovation Debrief: BostonClients: Cisco (Tech), Google (Tech), Target (Retail), Sabre Hospitality (Travel), Red Bull (CPG), Architizer

Developed and analyzed qualitative research studies (interviews, focus groups, and ethnographies)Prepared client deliverables (Summary deck, posters, and highlight reels)Clients: Boston Scientific, Tactile Medical (medical devices), Pfizer (pharmaceutical), Allianz (Insurance), and financial

Greater Minneapolis-St. Paul Area

Researched competitive landscape to identify novel opportunities for brands to connect with consumersIntern Project: Developed brand platform for a Kickstarter projectClients: Wilson Sporting Goods, Target (CPGs), pitches in auto parts, beer, coffee, fashion, film, and television

Greater Minneapolis-St. Paul Area

Developed, administered, analyzed, and revised studiesCompleted magna cum laude thesis with S. Cantu and V. Griskevicius on the effect of sex ratio on food preference Labs: Attention, Memory, and Thinking (W. Koutstaal), Romantic Relationships (J. Kim and J. Simpson), and Consumer Psychology (S. Cantu and V. Griskevicius)

Greater Minneapolis-St. Paul Area

Researched competitive landscape and target market to create strategyCompiled a literature review of women in CPG advertisingDeveloped orientation program with other internsClients: Hormel (CPG), Schwann's (CPG), pitches in spirits and sporting goods

Montpellier Area, France

Provided insight on American culture to tailor tours and web featuresTranslated and edited texts in English for website, print, and media kitsPrepared English versions of newsletters and media kits

Ba, Professional Strategic Communications - Advertising, Psychology (Magna Cum Laude), French Minor, Graduated With Distinction

Activities and Societies: University Honors Program, NSAC, AdClub, Judo Club, Welcome Week Leader, Phi Beta Kappa

Study-Abroad, Psychology, French

Completed integrated language immersion program with courses in Psychology