About
Results-driven insights leader with a decade of market research experience, specializing in empowering global businesses to uncover actionable insights that drive innovative strategies and business growth. Strong business acumen and collaborative mindset, specializing in translating complex consumer data into strategic initiatives. Excel in leading cross-functional teams to achieve common goals and in developing long-term relationships with external and internal stakeholders to drive and sustain results. Bilingual in Mandarin Chinese, offering extensive expertise in both North America and the APAC consumer markets.
Experience
Client Insights Lead
Stitch Fix · New York, New York, United States
Present
Direct research initiatives to drive business growth and enhance omnichannel customer experiences. Create comprehensive qualitative and quantitative projects, including brand health tracking, market segmentation analysis, ethnographies, and focus groups. Guide cross-functional teams (e.g., brand marketing, UX, strategy, merchandising, buying) to ensure a holistic approach to market research, providing valuable insights for informed decision-making. Oversee vendor management, including contract negotiation, to ensure quality and cost-effectiveness of services. Manage team budgeting to optimize resource allocation and ensure projects are delivered within scope.
Chinese Language & Localization Consultant
what3words · London, England, United Kingdom
Present
Lead language consulting projects and localization efforts for China market. Collaborated with London-based localization, marketing, and UX design teams, provided professional guidance on Chinese language usage and construction for go-to-market strategies. Drove business expansion by localizing, translating, and transcreating impactful marketing materials tailored to diverse industries, accounting for cross-cultural nuances.
Global Insights Manager | Coach, Kate Spade, Stuart Weitzman
Tapestry · New York, New York, United States
Launched consumer insights function at Tapestry, incorporating consumer voice throughout business strategies. Spearheaded global consumer insights projects, conducting qualitative and quantitative research initiatives to implement market segmentations, and monitored global brand health for Coach, Kate Spade, and Stuart Weitzman. Led research efforts in both North America and APAC markets, ensuring regional relevance and strategic alignment. Collaborated extensively with executive leadership to integrate insights into strategic planning and business development.
Consumer Insights Manager
VICE Media · New York, New York, United States
Conducted end-to-end consumer insights projects to translate objectives into roadmaps, develop research plans, analyze data, and craft actionable strategies. Created thought leadership reports on youth trends to stimulate innovation. Analyzed content effectiveness / brand lift studies, to develop valuable insights for VICE's marketing, TV, and creative verticals.
Shopper Insights Research Associate
Envirosell · New York, New York, United States
Developed customized research methodologies, delved into consumer behavior, generated executive-level reports, and presented effective marketing strategies to diverse Fortune 500 clients across retail, technology, and public sectors. Clients leveraged research results to shape new retail strategies. Managed client communications and facilitated stakeholder meetings and client action plan workshops.
Designow - Brand Ambassador
NYC Alliance · New York, New York, United States
Identified marketing goals and objectives while organizing promotional events, developing marketing content, and creating social media strategies for the brand. Covered industry events and news for Designow social media followers. Built and sustained relationships with business partners, collaborators, and designers to drive brand growth.
Media Account Management Intern
Taboola · New York, New York, United States
Produced creative content and strategic plans that boost campaign optimization. Supported the Performance Media Management team and managed direct-response accounts, affiliate accounts, and arbitrage accounts. Analyzed weekly strategic reports to optimize campaigns. Assisted with advertising campaign creation, activation, management, budgeting, targeting, testing, and pacing.
Regional Production Manager - South America
Rare Editions · New York, New York, United States
Advised on design specifications with factories overseas (El Salvador, China, and the Philippines); negotiated material cost, quality, and pricing details with vendors. Managed the entire production process with three El Salvador factories, including planning production schedules, handling research, tracking inventory, assisting with product design, approving samples, placing orders, and overseeing logistics.
Production Intern - Young Men Apparel
Kohl's · Menomonee Falls, Wisconsin, United States
Developed technical product specifications, selected manufacturers, oversaw quality and helped tie in strong in-store presentation and marketing plans. Specialized in young men graphic tees: analyzed marketing surveys, compared sales reports, performed competitive shopping research, summarized the findings and provided future design directions.
Education
Parsons School of Design - The New School
Master of Science - MS, Strategic Design and Management
Parsons School of Design - The New School
Graduate Certificate, Infographics and Data Visualization Design
University of Minnesota
Bachelor of Science - BS, B.S. in Retail Merchandising, Interdisciplinary Design
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