Sam Sherwin Email & Phone Number

Chicago, Illinois, Us

Joined this world-class publisher to steer CX strategy and lead customer research to inform marketing initiatives, shape product development and improve customer satisfaction for 70+ Media News Group and Tribune publications.• Owned the customer research strategy and roadmap, spearheading over 24 qualitative and quantitative studies each year, including surveys, interviews, focus groups, card sorting and usability studies to support initiatives company-wide. • Launched a formal VoC Program, re-energizing information gathering, utilizing data and survey insights, and identifying opportunities to resolve customer concerns, plan long-term CX improvements and build customer loyalty. • Served as a trusted Subject Matter Expert (SME) for executive leadership, collecting, compiling and analyzing data, summarizing trends and delivering meaningful business solutions to meet customer needs. • Implemented ongoing CX and tenure-based surveys to track NPS, identify strengths and pinpoint improvement opportunities across digital journeys, products and markets. • Commissioned development of an internal CX dashboard that tracked and synthesized themes from unstructured customer comments across customer service interactions, social media, on-site feedback and app reviews. • Served as a coach and advocate for the customer research team, nurturing continuous development and promotions.Material contributions include: • Designed a multi-stage plan to address customer pain points with login and site access; reduced login-related customer service calls by 40%.• Rolled out a modified ad map for paid subscribers with the product and ad operations teams, cutting ad complaints by 67% and made marked improvements in satisfaction related to the ad experience while maintaining ad revenue. • Contributed to an average increase of at least 14% per year in digital subscriber volume and revenue.

Chicago, Illinois, Us

Hired by this leading automotive digital marketplace to create and run a VoC program and institutionalize a customer-obsessed culture. Conducted customer research with a focus on CX to develop insights, influence improvements and create top-tier customer journeys and touchpoints for 18k+ dealerships and online consumers.• Built the VoC program from the ground up, including customer surveys, feedback review procedures, alerts, dashboards and monthly presentations for executive leadership and key business units. • Designed surveys, set up listening posts and conducted interviews to assess customer experiences, pain points and unmet needs; analyzed results and outlined action steps to raise satisfaction scores. • Evangelized VoC and effectively educated executive leaders on the impact of VoC metrics on site traffic and revenue, which led to the inclusion of VoC metrics in company goals and enhanced traction on CX initiatives.• Spearheaded key website updates based on customer feedback. Created a more positive customer experience through adding new vehicle search options, improving site performance, and making the site easier to navigate; site improvements contributed to increased lead generation, improving dealer satisfaction and overall revenue.• Took charge of the RFP process for a new survey platform—a single, cohesive solution delivering $200K in annual savings.• Presented on the topic of building a successful VoC program at the 2018 Qualtrics Summit and NextGen CX Conference.• Received the Excellence in Marketing Award (out of 100+ eligible employees) and Data Strategy MVP Award (out of ~30 eligible employees) for expert development and execution of the VoC program.

Deerfield, Il, Us

Joined the newly formed CX function within this Fortune 50 retailer. Synthesized and evaluated VoC and operational data to identify and execute opportunities to improve customer experiences and loyalty across the chain of 9,000+ stores.• Built a business case and generated buy-in for proposed initiatives, selling the value-add to executives and generating solid estimates for the results to measure success. • Implemented initiatives from inception to launch, enhancing store procedures, technology and team performance.• Worked closely with field training and communication teams to ensure new initiatives and operational changes were clear to 270K+ store employees.• Contributed to marked improvements to customer basket size and visits.

Deerfield, Il, Us

Promoted to lead a team of 6 analysts who conducted category research and assortment planning for the Health & Wellness Division across the chain of 9,000+ stores.• Synthesized analysis and insights across departments to support divisional leaders with the strategic development of their businesses.• Led monthly business review meetings with leaders to discuss category health, elevate insights and recommend improvements.• Developed customized assortments to fit the needs of specific markets, unique groups of stores and acquisitions.• Enhanced and automated reports to reduce analysts’ time spent pulling & assembling data by approximately 4 hours/analyst/week.• Served as a coach and advocate for the analysts, nurturing continuous development and multiple promotions.

Deerfield, Il, Us

Promoted into this senior analyst role to take on the following responsibilities in addition to the responsibilities of a junior analyst.• Created and maintained a daily front end revenue and gross profit plan for company executives.• Aided category managers and CPG vendor partners in setting and maintaining fiscal year sales, profit and inventory plans.• Assessed monthly performance against plan and conducted analysis to identify key factors that drove differences.• Advocated strategies and tactics to achieve fiscal year plans, improve ROI and reduce inventory costs.• Worked with IT to develop enhancements to the proprietary business planning application, which resulted in a more usable interface.• Recruited and managed interns; assisted in training and developing junior analysts.

Deerfield, Il, Us

Hired by this Fortune 50 retailer to perform annual strategic reviews of front-end departments for the chain of 9,000+ stores.• Used fact based analysis to challenge operating procedures and produce recommendations to improve ROI.• Evaluated existing planogram performance, market basket, customer insights, syndicated data, items not carried and upcoming item/brand launches to optimize assortments.• Presented insights to category managers and divisional leaders.

Schaumburg, Il, Us

Hired to recruit new students to American InterContinental University (AIU) and guide them through the admission process.• Contacted and interviewed individuals that requested information about the distance education programs.• Recommended qualified prospective students for admission.• Acted as the liaison between students and internal departments (Financial Aid, Degree Planning and Academics).• Generated referrals through relationships with students.

Elgin, Illinois, Us

Joined this high-end building materials manufacturer to measure their effectiveness at meeting the needs of branch level clients in the Midwest.• Designed and implemented a primary research plan which consisted of surveys, in-person interviews and assortment display observations.• Presented results and a modification proposal to company executives.