Rob Hernandez Email & Phone Number

Libertyville, Il, Us

Chicago, Illinois, United States

Manage and lead the qualitative practice. Support client engagements and provide strategic consultation.

Chicago, Illinois, United States

Executed research and consulting on assigned accounts and developed new business for the Consumer and Commercial Brands division. Led small qualitative team and acted as brand strategist to clients as well as managed several strategic account relationships.+ Uncovered new brand position for independent brewery that helped re-establish their craft leadership position.+ Streamlined brand architecture for leading hearth products manufacturer paving way for winning growth strategy. + Contributed to many project wins including a product innovation effort for a jewelry/keepsake outfit, an enhanced digital offer for a national fitness chain, and a breakthrough brand affinity framework for a leading snack company.

Chicago, Illinois

Operated as engagement lead and consultant for assigned accounts. Provided design input and drove project execution and delivery to ensure client objectives were met and business results achieved. Also responsible for business development and thought leadership. Managed 3 direct reports. + Delivered nearly $1M in revenue in less than a year via projects for a healthcare system (segmentation, CLV, customer journey), gaming company (experience tracking, A&U), and leading e-commerce company (usability).+ Co-led activation and socialization work for retail client that resulted in new product and service innovation. + Collaborated with Fortune 10 technology company to modernize their Discrete Choice Modeling for greater predictive accuracy and business value.

Chicago, Illinois

Led the account service function for the CPG and Financial Services sectors ($32.5M in annual revenue) at the world’s largest qualitative research practice. Primary duties included new business development, client relationship management, and strategic consulting. Drove the overall strategy for the sectors and coordinated the go-to-market approach. Collaborated with key functional areas within the qual practice as well as other service lines across Ipsos to deliver breakthrough research solutions for our clients. Managed five direct reports and a total staff of 12. + Increased sales and revenue in first full year (2018). + Instituted new approach to business development with emphasis on sub-sector categories with growing demand. + Developed marketing collateral to clarify our value proposition for a more compelling selling story. + Drove rebound of a key UU account after years of decline – sales went from $140k to over $1M in a year.

Chicago, Il

Led the strategic innovation and qualitative insights practices for GfK in North America providing consultation and support to a matrixed organization including four product groups and half a dozen industry verticals. Beyond management, also handled direct project work on strategic engagements and played a key role in business development. Increased revenue and improved profitability during tenure. Managed two product teams with four direct reports and a total staff of 20.

Chicago, Illinois, United States

Chicago, Illinois, United States

Crafted the strategic direction for $100M+ global qualitative research company. Ensured the sharing of best practices to create global consistency and improve service delivery. Part of the global management board who helped drive the product offer and go-to-market strategy. Touched nearly all aspects of the business from finance to HR to operations to marketing.

Chicago, Illinois, United States

Conducted primary research for Millward Brown’s NA qualitative research and insights unit. Responsible for research designs, moderating/interviewing, analysis and reporting/delivery, for a diverse range of Fortune 500 companies (e.g., Microsoft, Capital One, Kraft, P&G). High revenue generator – averaged $1.3M/year over 8 years – with 90%+ repeat business rate.

Chicago, Illinois, United States

Ran my own research and insights shop offering everything from creative ideation to account planning to brand strategy and advertising research.

Chicago, Illinois, United States

Oversaw all strategic planning and insights delivery for agency clients, including adidas, Sprite, Verizon, H-P, and Western Union. Key member of new business team. Managed staff with four direct reports.

Chicago, Illinois, United States

Directed day-to-day brand planning on assigned accounts and responsible for providing consumer/brand insights and strategic planning on new business assignments. Supervised staff with one direct report.

Chicago, Illinois, United States

Managed account planning and advertising research on assigned accounts. Key member of new business team responsible for providing strategic planning on assignments. Supervised analytic staff with one direct report.

Hoffman Estates, Illinois, United States

Directed strategic market and consumer research for national retailer, including the Kenmore and Craftsman brands as well as strategic events and sales promotions and multicultural marketing.

Chicago, Illinois, United States

Executed research and planning on wide variety of accounts including Allstate, Disney, Reebok, and Tropicana. Worked with creative and account teams by uncovering and applying consumer insight to develop stronger brands and winning advertising.

Ma, Communication

Ba, Political Science