Expert in consumer and marketplace research, strategy, and integration, with a focused background in the sports and outdoor industry. Proven track record of helping well-known consumer brands uncover insights, communicate learnings, develop strategic growth opportunities, and drive innovation.Representative Clients: Urban Outfitters, Murphy Research (supporting two CPG clients), Confidential (large outdoor brand)Key Expertise:CONSUMER AND MARKETPLACE RESEARCHExecute and communicate market research to help clients understand consumer behavior, marketplace trends, and competitive landscapes, for several industry-leading brands.INSIGHTS INTEGRATIONPartner with clients to identify key consumer insights and trends, and then develop tools to turn insights into actionable strategies across the organization.WORKSHOP FACILITATIONCreate and lead insight, innovation, and strategy workshops to help teams unlock their potential and achieve business results.CORPORATE EDUCATION Design and facilitate training programs that equip teams with the tools and knowledge necessary to conduct consumer research and drive strategic decision-making.HIGHER EDUCATIONDesign and facilitate training programs that equip teams with the tools and knowledge necessary to conduct consumer research and drive strategic decision-making.SPORTS AND OUTDOOR THOUGHT LEADERSHIPAuthor of The Field Report on Substack, focusing on the latest trends in the sports and outdoor industry. Regularly featured guest on the Second Nature podcast and Backcountry Marketing podcast.

Responsible for curriculum development, teaching, and student engagement for two courses (in-person and virtual) on market research methods to drive product creation. Taught over 370 graduate students. Awards include:• Excellence in Education Award for leadership and teaching (2024) • Faculty Award for exceptional teaching, mentoring, and care of students (2022)

Responsible for enhancing Nike’s ability to read and react to competitive threatsPRODUCT INSIGHTSDirected the development and implementation of competitive product research strategy, tools, and analysis. Partnered with data science and product analytics to develop key assessment tools INDUSTRY AND MARKETPLACE ANALYSIS Led the team in developing quarterly consumer, brand health, and marketplace reporting, as well as triangulating data points to identify key threats for seven quarterly business reviewsTREND FORESIGHTINGCo-led the identification of consumer foresights that drove Nike’s long-range strategic planCOMPETITIVE ANALYSISLed several high-visibility marketplace and competitor research analyses, simplifying complex data from various sources into specific insights and actionable recommendations for the businessFUNCTIONAL INTEGRATION Oversaw the identification, integration, and staffing support for 30+ learning agendas topicsOPERATIONAL MANAGEMENTManaged $3M+ budget of primary and secondary research tools RESEARCH VENDORS AND TOOLSExperience with vendors and data sets, including but not limited to Circana, Material+, Morning Consult, YouGov, Murphy Research, Edited, Qualtrics, Euromonitor, Statista, Placer.ai, and Google Analytics

Responsible for leading the enhancement of consumer insight generation, communication and integration BRAND EQUITY TRACKINGLed the measurement and reporting of brand equity tracking, surveying annually over 60,000+ participants in 12 global cities, and presented quarterly findings to the CMO and brand leadership teamTOOL ENHANCEMENTEnhanced Nike’s brand tracker by improving rigor, relevance, and impact with stakeholders. Key actions include modernizing the survey, developing Tableau dashboards, and conducting rigorous statistical analyses such as financial linkage, campaign impact and KPI drivers analysis – achieving $3M cost savingsNEW TOOL DEVELOPMENTCreated the leading global sports participation tracker and presented key findings annually INFLUENCE MANAGEMENTGuided the pilot for dedicated stakeholder consumer research support to drive consumer centricity, leading to widespread integration of 20+ researchers into the broader business in 2020MARKET RESEARCHOversaw the vendor selection, methodology and communication of qualitative and quantitative research projects, driving new product development, product line plan architectures and brand plansMARKET RESEARCH CONSULTINGAdvised stakeholders on 50+ research projects to improve insights and maximize budgetVENDOR SELECTIONIdentified key consumer knowledge gaps and sourced new vendors to deliver deeper, richer insightsTEAM LEADERSHIPManaged, motivated, and mentored Consumer Strategy and Insights team members

Responsible for increasing stakeholder understanding, adoption and usage of data analytics to drive cooperate strategiesCONSUMER ANALYTICS AND INSIGHTSDrove incremental revenue by developing descriptive statistics (leveraging Nike.com and app data), identifying strategic insights, and effectively communicating recommendations to stakeholdersMANAGEMENT REPORTINGCollaborated with stakeholders to identify and regularly measure category KPIs, enabling the organization to read and react to consumer shifts more effectivelyEXPERIENCE TESTINGDirected A/B testing of brand concepts and recommended brand strategy shiftsTARGETED COMMUNICATIONDeveloped and executed targeted communication strategy and audience selection, driving improved e-mail click-through and open ratesDASHBOARD DEVELOPMENTCreated member data visualization tools to improve stakeholder understanding and adoption

Responsible for driving store awareness, brand engagement, and consumer demand for Nike Stores division and Nike.com, achieving 40%+ yearly revenue growth from 2013 to 2015BRAND STRATEGYCreated, aligned, budgeted and executed annual and seasonal brand plans for Nike StoresTEAM LEADERSHIPTeam Leadership: Managed team of nine people in Geography Brand, Territory Brand and ExperienceCAMPAIGN LEADERSHIPLed cross-functional NADTC teams in the execution of key initiatives, including the Nike+ Run Club launch, Nike Women’s Half-Marathon (SF/DC), Super Bowl XLVIII and Nike Free initiativeNEW STORE DEVELOPMENTDirected in-store brand elements and store opening/re-opening activations for Nike San Francisco, Nike Santa Monica, Nike Boston, Nike Running Stanford, Nike Fashion Island, and Nike Union Street

Responsible for driving brand heat, consumer engagement and demand across Footwear, Running, and Women’s Sportswear initiatives, including 2012 Olympics, Nike Track and Field, Running Sucks, Women’s Dunk Sky Hi, Sneaker Boots, Nike Women’s Marathon, Air Max and AF1, generating mid-single digit to mid-teen revenue growth from 2010 to 2013BRAND STRATEGYLed the development and implementation of long-range, annual, and seasonal Brand strategiesPROJECT MANAGEMENTCoordinated functional/category teams to deliver impactful consumer experiencesGLOBAL COORDINATIONFacilitated alignment with the geography teams to execute seasonal plans

The MDP is a leadership accelerator that provides broad exposure to Brand Management over a two-year period with the purpose of creating a well-rounded marketing leader through exposure to multiple brand functions. Experiences included: _Global Consumer Cultures (Consumer Insights)_Global Brand Strategy (Global Categories)_Global Brand Management (Global Tennis)_Global Digital (Training)_Global Retail Brand Presentation (Running)_Central & Eastern Europe Brand Strategy

Responsible for developing consumer-centric strategic plans to drive financial growth of the Women’s Training business CONSUMER TRENDS AND EXPANSION STRATEGY Co-authored the three-year category strategy across product, brand, and sales SHOPPER INSIGHTS AND RETAIL STRATEGYConducted KPI analyses and delivered recommendations on Nike Women’s doorsINNOVATION IDEATIONFacilitated product, marketing and brand brainstorming sessions to acquire and retain consumers

STRATEGIC PLANNINGLed the development of a national retail expansion plan for Optical Shop of Aspen (OSA) BUSINESS DEVELOPMENTEvaluated and presented to senior management two potential strategic acquisitions

Responsible for the development of consumer analytics and modeling to securitize multiple $1bn+ student loan ABS

Executed equity and debt offerings, and provided strategic advice on mergers and acquisitions within the Health Care sector