Rick Baca Email & Phone Number

San Diego, Ca, Us

Expertise in multiple-methodologies to translate business questions into actionable insights - for timely, strategic and tactical insights:► Lead qualitative and quantitative research program for high-growth market leader in multi-billion dollar market. Insight methodologies used: video interviews, eye-tracking, self-explicated conjoint. ► Orchestrated greenfield competitive intel program for technology leader - including win/loss interviews, battlecards, white paper, Board materials, C-suite dashboard, company-wide newsgram, sales pitches, and investor deck focused on competitive acquisition.► Lead development and maturation of market intelligence function, initiating market insights newsletter, improved competitive targeting, real-time insights, and consolidated insight dashboard.► Managed global video-diary program to generate insights and solidify client's thought leadership in white papers, conference materials, and marketing campaigns.► Lead twenty-three country segmentation research to generate attitudinal and behavioral clusters - for marketing, product development, market sizing, and competitive insights.

South Jordan, Ut, Us

► Established best practices SaaS B2C business, enabling realtime market, customer, and competitive knowledge- Managed team in deployment of analytical best practices and insight triangulation- Initiated companywide Executive news to drive market and competitive insights throughout organization- Orchestrated new methods of quantifying win/loss to drive global insights

San Diego, Ca, Us

► Innovated market intelligence deliverables to drive sales and product-related successes for SaaS B2C business- Developed new win/loss customer survey to quantify key elements to deepen market knowledge and drive sales wins and product improvements- Developed dynamic battle cards to ensure up-to-date, easily accessible competitive and market intelligence- Initiated companywide Market Intelligence News to drive insights throughout organization - with bi-directional feedback

Carlsbad, California, Us

► Managed market intelligence function including hiring and staff development; market, competitive, and customer analysis and insights; lead multi-country market research; monthly and semi-annual reporting cycles for Executive leadership- Managed market intelligence budget, selected vendors, negotiated contracts - aligned with ongoing companywide reporting as well as ad hoc analysis- Lead brand evaluation market research with Executives, customers, channel partners - presented insights and recommendations to Executive team- Lead quantitative longitudinal market study in key global markets and adjacent qualitative market research to deepen insights- Designed and lead advertising testing to optimize ad placement and messaging

Projects included:- Discrete choice/trade-off research - quantified customer insights on digital technology to optimize new product development, focusing ~$10 million development budget on market-centric features.- Qualitative assessment of new cell phone technology for consumer and business customers to optimize positioning and complement long-term corporate strategy.- Competitive pricing/market analysis - culled competitive pricing and managed customer data collection to strengthen Quick Service Restaurant market position in most profitable markets, projecting increased return on investment by >20%.- Naming & positioning for U.S. market - enabling the optimization of a new automotive naming convention for multi-billion dollar business.

Palo Alto, Ca, Us

► Set customer and market focused strategy for variety of digital photography and other consumer products► Lead name and icon development for sub-brand which was deployed worldwide► Lead China initiative which resulted in market focused products, yielding 300%+ growth► Identified new consumer opportunity which included:- Developing overall customer, market, and channel strategy- Lead research to investigate product concept, name, position, pricing and placement- Defined family of products, based on target customer, user install base, geography, and channel- Developed market sizing, product forecast, financials and conducted SWOT and ROI analyses- Developed channel sell-in pitch, including value proposition, competitive position, and seasonality

► Established new department with worldwide intelligence responsibilities for the data storage market- Hired and managed team of research and competitive intelligence professionals- Managed $1+ million market intelligence project budget- Coordinated with local and regional management to develop and prioritize key intelligence needs- Evaluated and negotiated competitive, primary and secondary research contracts- Established business intelligence data repository and weekly intelligence newsletter- Presented intelligence throughout organization including senior management and Board of Directors► Leveraged Strategic and Competitive Intelligence Professionals (SCIP) organization best practices► Oversaw qualitative and quantitative domestic and international projects (consumer and commercial)► Drove learning's from specific projects into product marketing best practices► Moderated focus groups on behalf of company► Lead marketing best practices workshops based on "Jump Start Your Business Brain" materials

Ba, Psychology

Graduate Fellowship, Sociology