Tomás Gilbert Email & Phone Number

Manage and execute primary research, including working closely with external vendors, internal partners, leadership teams and key stakeholders to develop research methodologies, analysis plan and reporting deliverables.Asses each research initiative with a critical eye to ensure that it provides incremental learning, actionable insights and a positive and meaningful ROI for industry leading brands, knowing when to recommend research and when to recommend against it.

Greater San Diego Area

• Informed brand strategies and priorities by identifying critical key performance indicators and providing regular deep dives into critical business areas, trends, and opportunities – such as evaluating four years of advertising metrics and performance across key demographics by ethnicity, income, and generation to craft actionable insights.• Steered a team in successfully determining awareness and potential interest in products/services by executing and analyzing qualitative, quantitative and sensory consumer research and current level of competition to strengthen both the Jack in the Box (JIB) and Qdoba brands, products, and services.• Acted as the "voice of the consumer" for your key internal clients by driving the consumer insights plan to address business objectives and ensure all research is ultimately telling a cohesive and actionable story.• Compressed the three phases of a detailed qualitative/quantitative focus initiative into one study supporting the launch and success of the Brunchfast platform and menu.• Outlined Hispanic needs and guided the transformation of marketing and advertising to improve market share for this segment.• Headed quarterly ideation sessions with agencies and senior leadership and guided initiatives and product development based on data.• Leveraging key secondary research and attending conferences informed company leaders with quarterly reports on industry trends, consumer needs, menu gaps, trend analysis, competitive landscape, and innovation opportunities.

San Diego, Ca

Design, develop, and execute qualitative and quantitative market research projects that address key business issues for fortune 100 clients with various budgets up to 450K.Design and Strategy: Collaborate in the design and strategy of robust research proposals by analyzing research objectives, business issues, success criteria and industry trends thoroughly to determine groundbreaking methodologies across numerous categories and consumer segments. Execution and Implementation: Direct and manage multiple full-depth research projects simultaneously from inception to final deliverables.Deliverables and Presentations: Utilize best practices that distill findings in a storytelling, insightful and visual format that inspires clients and motivates future initiatives presented in word reports, PowerPoint reports, video reports and in-person or web-based presentations.

Buenos Aires, Argentina

In-depth ethnographic research conducted in Argentina: The Emergence of Hip-Hop Culture in Argentina as a Tool of Social Inclusion, Self-Identity Formation and Social Activism for Marginalized Youth. • Implemented a non-conventional methodology by combining grounded theory and contemporary grounded theory, which allowed me to get insights from in-context, participatory research and observatory research.• Documented, interviewed and observed youth culture trends by interviewing over 60 artists, fans, producers, journalist and professors to unearth tension points, motivations and influencers that generated insights on purchasing behavior of aspirational brands from a total market perspective. • Quantified social media listening data to strengthen qualitative insights of an emerging sub-culture by measuring growth through various social media platforms and content. • Conducted most interviews and assisted in the execution and production of the first documentary regarding the art of free styling in Argentina, “A Cade de Perro Zoo – La Pelicula” with over 525k YouTube views.

San Diego, Ca

Organized, scheduled, and managed all logistical aspects to ensure simultaneous research projects were successfully executed in accordance with organization priorities and client needs. • Conducted 100+ projects for Fortune 100 companies with budgets as large as $550,000.• Developed a consumer segmentation that incorporated heritage and lifestyle dynamics into understanding brand relationships, and this has been adopted by companies such as Nielsen Research, General Mills, Kraft, and Procter & Gamble.• Determined that Pampers was losing market share to Huggies in the bicultural Hispanic segment because the brand lacked a holistic approach including education and community outreach.• Studied youthful ethnographies that identified with the outsider status associated with Mountain Dew and Pepsi brands and defined better marketing initiatives to target this segment directly.• Collaborated with the ALMA agency to conduct McDonald’s largest study of U.S. Hispanics and directly impacted the 2016 campaign strategies.• Conceived and facilitated diverse studies from immersion to online focus groups and ethnographies for clients such as Procter & Gamble, General Mills, Nestlé, Anheuser-Busch, Kraft, PepsiCo, Kellogg’s, Georgia Pacific, Kimberly Clark, McDonald’s, Jack in the Box, Constellation Brands, etc.• Generated more than $500,000 in repeat and referred business.• Presented research findings and recommended actions in insightful stories using PowerPoint presentations, video reports, web-based expositions and in-person training and seminars.• Managed 100+ research projects including budgets and logistics to deliver final reports.• Conducted 200+ ethnographies such as cook-a-longs, shop-a-longs, friendship triads, consumer connect session, family potlucks, activity-based research, teen research, etc.

Santa Clarita, Ca

Supervised and managed staff of over 30 employees while demonstrating excellent customer service skills while significantly increasing revenue through online and grassroots marketing strategies. • Developed street marketing campaigns and health oriented community events to create awareness that increased gym revenue by 10 percent and reduced expenses by 5%.

Marketing Communications. & Spanish

Latin American Studies | Sociology