MRII Mission: Offer global, market-leading continuing education programs for the understanding, practice, consumption of market research, insights, and data science by developing and delivering online courses designed to fulfill the core market research educational needs of individuals and companies worldwide.Curriculum Committee Chair (2023); Former President (2021)https://blog.mrii.org/about-us/

MTM's peer-to-peer cohort program connecting leading brand executives to inspire fresh thinking and address today’s most pressing business challenges—moving the entire marketing industry forward

Responsible for defining the operational strategy and establishing process standards and best practices of the UX research team. Provide oversight of core research workflows, including participant recruitment, research execution, data collection logistics and vendor engagement.

A dedicated strategic business partner working with the client to provide consultative expertise in the management, study design, execution and acquisition of primary and secondary market research for three (3) brands. Developed and formalized guidelines and processes for research implementation and execution. Managed research supplier/partner relationships. Evaluated methodologies and technologies for adoption. Managed brand strategy/positioning, messaging and product innovation/development research to address the business objectives and support market strategies. Utilized primary and secondary data sources, to identify unmet needs, trends and opportunities to pursue for development and bring to market. Analyzed data and communicated actionable findings, implications and recommendations to key stakeholders and cross-functional audiences, including senior management, brand marketing, product innovation and channel teams.Lead a multi-phase, multi-method research initiative to uncover consumer needs, understand behaviors and emotions to improve the consumer journey/shopping experience and drive transformation in omni-channel retail environments. The insights obtained resulted in the development of four key business initiatives.

Managed the execution of market research projects to support the business strategies and drive growth for FDC merchant services and small business management solutions in domestic and international markets. Identified unmet needs, drivers of engagement and dissatisfaction to inform the development and market positioning of POS products and services. Conducted usability research to improve the UI design and refine the user experience with POS solutions/applications. Leveraged VOC studies and mystery shopper programs to identify opportunities and gaps, guide product design, support marketing strategies and business decisions and generate new business for the Prepaid Closed-Loop Program. Synthesized primary and secondary research results into actionable insights and recommendations. Developed presentations and reports for key stakeholders and decision makers. Provided data and insights to support FDC Marketing and Thought Leadership efforts promoting FDC products and services.

Designed customized market research projects to gauge consumer behaviors and inform the strategies and positioning of Cox Wireless in the marketplace.Identified unmet needs, purchase behaviors and drivers of usage to determine pricing and marketing/positioning opportunities for wireless products and services. Conducted user research to improve the user interface and feature/app design of wireless products. Utilized VOC metrics to evaluate Cox retail environments and sales force interactions to enhance customer experiences.Monitored secondary research sources for wireless trends and opportunities. Provided insights and implications on business via reports/presentations. Managed the execution of research fieldwork, data collection and reporting. Analyzed and interpreted data to report findings. Communicated actionable insights to internal clients and executive-level decision makers via written reports and oral presentations. Developed and maintained a network of research companies, agencies and industry analysts as informational resources.

Developed and managed research projects to support product design, development and market positioning of future vehicles and product features in domestic and international markets. Results directly affected design direction and market/product positioning of 13 vehicles in the market place.Evaluated market potential and opportunities, pricing, emotional appeal, imagery and value perception. Verified target market/segments and competitive vehicles. Identified strengths, weaknesses and attributes which can be leveraged against the competition for market positioning. Conducted research to evaluate user experiences with vehicles and features. Developed and designed research plans and questionnaires. Set objectives, priorities and timing for research projects. Analyzed and interpreted data to report findings and insights via written reports and oral presentations to executive-level decision makers. Managed supplier network.Collaborated with internal cross-functional teams and advertising agencies to identify product/design opportunities and development, and support marketing and advertising strategies.

Investigated cultural perceptions and emotional appeal of brands and products to effectively position and sell corporate vehicles in domestic and international markets.Managed/analyzed consumer-tracking studies to identify market trends and opportunities.Developed and managed customized quantitative and qualitative research projects to assess consumer behavior to support business needs and marketing strategies. Determined appropriate methodologies and managed the execution of research fieldwork and data collection. Analyzed and interpreted data to report findings/insights to internal clients and executive level decision makers, via written reports and oral presentations.