Darleen Franklin

Director, Consumer Insights

Ariat International · San Leandro, CA

Present

Lead Consumer Insights at Ariat International to inform strategic roadmaps, drive data-informed decision making, and unlock growth across product, brand, and channel initiatives spanning wholesale, DTC, and international markets. * Partner cross-functionally with Product, Marketing, Ecommerce, and Sales to translate consumer research and behavioral data into actionable insights that shape key business decisions. * Build and scale insights capabilities, including primary research (quantitative, qualitative, and user research) and advanced analytics to support priority initiatives. * Embed the voice of the consumer into product innovation, brand strategy, and end-to-end customer experience to drive measurable business impact.

Director, Research, Analytics, and Strategy, End to End Delivery, Spark Driver App

Walmart · San Bruno, CA

Lead the Driver Research, Analytics and Strategy teams to inform strategic roadmaps, data driven decision making, influence strategic planning, and opportunities to expand growth within the Spark Driver App for the Last Mile Delivery team - Spark Driver is responsible for 80% of Walmart's deliveries. This is a growth engine for the company, and operates similar to a start-up tech business. * Started and scaled a research team to conduct primary research including quantitative, qualitative, user research and usability testing, as well as innovation studies. * Led a team of data analysts and data scientists to support urgent requests, reporting, modeling, AI usage and automation, fraud and abuse detection, KPI tracking, and data-driven insights for the teams' priority projects. * Stood up and scaled the program management of a large scale tech transformation project, leading work across 5 workstreams, 60+ initiatives, and executive share outs - highlighting wins and mitigating roadblocks…

Director, Consumer Insights

Gap Inc. · San Francisco, CA

Head of Insights Banana Republic and Gap Brands Sept 2022+ Director, Consumer Insights, Banana Republic and Athleta brands Sept 2021-Sept 2022 Director, Consumer Insights, Old Navy Brand Aug 2019-Sept 2021 Sr. Manager, Corporate Strategy and Consumer Insights, Sept 2017-Aug 2019 Work with executive leadership and cross functional teams to support data driven decisions, build empathy, and co-create alongside customers. Research projects include segmentation, brand equity, concept testing, human centered design, tracking studies, ad testing, UX research, customer experience tracking, product testing, in-depth interviews, behavioral research, as well as pricing strategy to support key brand initiatives. Seasoned people leader known for building talent, new functions, team culture, and partnerships across teams and orgs.

Senior Manager of Consumer Research, National Market Research

Kaiser Permanente · Oakland, California

Senior Manager (February 2016 - August 2017) Senior Consultant I and Senior Consultant II (November 2011 - February 2016) Consultant I and Consultant II (July 2008 - November 2011) Analyst and Senior Analyst (July 2003 - July 2008) Managed the Consumer Research team for National Market Research. - Oversaw primary quantitative and qualitative consumer research studies including member satisfaction, product testing, usability testing, concept testing, brand positioning, marketing communications testing, and competitive intelligence. - Responsibilities include data analysis, focus group and other qualitative research, data modeling, national tracking studies, segmentation, retention analyses, advanced statistics, competitor analyses, survey design, vendor management, team management, and budgeting. - Worked with senior executives and cross functional teams to deliver key insights that drive business strategy and decision making.