Rebecca Roth Email and Phone Number

Continuing to lead global teams in insights, strategy and innovation projects that make an impact. Growing the business by deepening relationships and fostering new ones -- and solving client's challenges by understanding the people they serve, first. Guiding and mentoring teams and creating opportunities to grow, as professionals and as people. Experiences include: using jobs to be done to inform product portfolio development for a major technology brand, uncovering new roles and responsibilities in the age of covid for an alcohol brand, as well as exploring one brand's stretchability in a fast-moving category.

Lead the strategy function in Dragon Rouge New York. Experiences include: hand-in-hand collaboration with creative teams to modernize a legacy brand facing stiff competition, as well as reimagining the portfolio architecture for a brand to create a more unified experience for consumers. Clients include Mondelez, Kellogg's, Trojan, Kahlúa and Baby Bell.

Lead teams in global consumer insights, brand strategy and product innovation assignments for the world's most impactful brands. Experiences include: illuminating target segments for a technology brand through storytelling and film, co-creating a new product with consumers (shark-tank style), impacting a luxury brand's business strategy via foresight development and scenario planning, to name a few.

Branding champion, advising how the brand strategy is extended into marketing activities, content strategy and design systems. Projects include coaching marketers about manifesting brand values in the real-world for a major professional services company and leading content strategy for a major website overhaul. Key contributor to new business and developing the brand strategy function within the agency.

Responsible for crafting brand stories, buyer personas and journeys for complex markets and hard-to-reach targets of global companies in the B2B space -- Including ADP, CBOE, Centurylink and Intralinks.

Senior Ethnographer for the Cyber Census Project, the first longitudinal ethnographic study about the impact of technology on culture, identity and behavior. Responsible for documenting the ethnographic process, as well as producing short films regarding consumer attitudes for proprietary use. Topics include music 2.0, text versus visual communication, and googlization. Clients include Verizon Wireless, Verizon FiOS and the National Association of Recording Merchandisers.

In-field project manager for "Stone & People," an anthropological film project that studied a local community navigating contemporary life in a landscape of cultural heritage. Additional contributions include photography, filming and database management. The film won Best Documentary Short at the Carmel International Film Festival in 2012. See trailer at https://vimeo.com/79923710The full film at https://www.youtube.com/watch?v=pKDRb2Y9VgA#t=59See On-Site Productions website for more: http://www.onsiteanthroproductions.com/.

Market analyst in the construction, power generation, and industrial equipment markets. Deliverables include market size and segmentation, new product opportunity assessment, current product situation assessment, competitive analysis

Ethnographer and for the Cyber Census Project, the first longitudinal ethnographic study of cyber lives, studying how people mesh cyber space with physical space.

A proud graduate of Kansas State University with a B.A in Anthropology. Early participant in the one of the first programs in digital ethnography in the country and contributed to locally and internationally recognized projects concerning the frontiers of ethnographic research, digital consumer behavior and media ecology.