William Hecht Email & Phone Number

Boise, Idaho, Us

Responsible for leading research for the loyalty team as well as consulting with marketing teams to support growth initiatives.•Re-imagined loyalty tracking to provide a more relevant view of the competitive set using NPS as well as perspective on the impact of brand on loyalty program engagement.•Brought a needs-centered approach to path to purchase research in order to inform marketing efforts as well as how to best utilize existing communications. •Managed the consumer panel to provide the company with a fast and reliable way to deliver shopper insights to teams.

Houston, Texas, Us

Designed and managed research to support innovation for and the positioning and marketing of the custom clothing business as well as managing research for legacy businesses. •Advocated for and ultimately led a needs-based research initiative to provide the company with insights that let the organization differentiate the custom clothing business both from competitors and the company’s existing tailored clothing lines.•Designed, programmed, implemented and provided reporting using Qualtrics to meet the need for or more consistent consumer input in the decision-making process.

Consulted with clients to define business needs and then design and manage appropriate qualitative and/or quantitative primary or secondary research.•Quickly learned new businesses from corporate training to consumer electronics and more to allow better identification of client and audience needs•Worked extensively with company leadership as well as research suppliers to ensure insights from data are turned into compelling, audience-appropriate deliverables•Reviewed existing primary and secondary research to provide an assessment of the custom clothing market for a leading retailer•Improved the actionability of B2B and B2C customer satisfaction research by improving respondent experience and better aligning questions with business needs•Designed, programmed and reported on surveys using Qualtrics and Decipher

San Francisco, California, Us

Designed and managed research to support innovation, positioning and marketing of emerging brands, improved performance of the Payments business and growth of China • Shaped corporate innovation priorities that ultimately led to launch of services like reserve in-store and ship from store by providing foundational qualitative and quantitative insights • Managed research to improve cardholder communications and card design• Developed and managed panel to support pilot loyalty program• Worked with China team to improve actionability of tracking research

San Francisco, California, Us

Led research for Piperlime and Payments businesses as well as building out the Gap Inc. Direct consumer panel using Qualtrics to provide timely insights for all Gap Inc. brands.• Managed consumer segmentation for Piperlime to allow for better targeting of consumer groups as well as informing merchandising and advertising• Developed brand and customer satisfaction tracking for Piperlime and the Payments businesses to allow each business to refine its marketing efforts• Designed qualitative research to help Piperlime refine advertising as the brand expanded beyond shoes• Supported development of loyalty concepts that led to pilot market for innovative loyalty program for Gap brand

San Francisco, California, Us

Designed and managed all research to guide the successful launch of the new Forth & Towne brand including advertising and communications, branding and positioning and store design in addition to revisiting cross-brand-experience research

Walnut Creek, Ca, Us

> Led qualitative and quantitative research for redesign of label for Del Monte brand > Led marketing research efforts to reposition brand by leveraging national macro trends> Managed consumer insights to help develop first-ever new product pipeline> Streamlined research plans to meet more aggressive timelines and reduced budgets

Walnut Creek, Ca, Us

> Managed canned tomato business for the Del Monte brand> Ensured productivity and goal attainment during 4-month period of understaffing> Led teams composed of cross-functional and agency business partners to drive product development and communications efforts> Adeptly evaluated success of Hispanic-targeted marketing initiatives and viability of proposed ethnic product line> Met or exceeded sales and profitability goals for the business

> Key member of cross-functional team, provided insights to inform decision-making> Directed research for successful upgrade to children’s toothbrush line, which aligned product with childhood developmental stages> Guided Web agency in development and maintenance of corporate Web site, resulting in tightly focused content that drove continuous traffic increases

Oakland, Ca, Us

> Led research for KC Masterpiece, cat litter, Brita and insecticides> Defined/developed pricing/positioning recommendations for premium insecticide product> Selected to product-development team to expand two top-shelf product lines> Analyzed and advised Marketing on consumer purchasing habits to support category management> Defined cost-control recommendations for best sourcing options for pet product

> McNeil Consumer Products Company (J&J) – Led research for children’s analgesics> Wyeth-Ayerst International – Managed global research on anti-depressants and birth control products

> GE Advanced Concepts Center – Managed marketing support and sales for global technical training organization> Triple-I, Inc. – Managed sales of technical consulting services for Mid-Atlantic region> Datazone, Inc. – Inside sales representative for computer hardware sales to Fortune 500 companies in the Philadelphia region

Mmr, Marketing Research

Bba, Marketing