About
I am a seasoned Consumer Insights leader with over 15 years of experience in marketing research, shopper insights, and consumer analytics across global brands in retail, QSR, consumer electronics, the outdoors, and specialty apparel. Recognized for demonstrating a natural aptitude for uncovering the “why” behind consumer behavior, as well as translating complex data into clear business strategy, I have a verifiable history of contributing directly to brand growth, innovation planning, and commercial decision-making throughout my career. Professional focal points include consumer segmentation, decision journey mapping, white-space opportunity identification, qualitative and quantitative research leadership, brand and shopper strategy, and cross-functional influence. Most recently, I served as the Softgoods Consumer Insights Lead at Burton Snowboards. In this role, I designed and deployed global consumer research initiatives that deepened understanding of key customer segments and c…
Experience
Customer Journey & Experience Insights Lead
Burton Snowboards · Burlington, VT
Owned the consumer insights strategy across global softgoods and rider experience initiatives by embedding deep cultural, behavioral, and journey-based insights into innovation, merchandising, and brand decision-making. Devised and operationalized Burton’s global consumer learning framework to deepen understanding of core snowboarder segments, synthesizing qualitative immersion, retail intercepts, and community-based research into scalable, actionable segment definitions. Piloted in-depth qualitative explorations into snowboarder motivations, identity expression, and cultural belonging, translating nuanced human insights into strategic rider profiles used to inform product positioning, storytelling, and category architecture. Developed comprehensive shopper journey maps across retail and digital channels, identifying high-impact friction points and influence moments that shaped go-to-market planning and merchandising strategies. Conducted global retail interviews to uncover evolving sh…
Shopper Insights Lead
Bose Corporation · Framingham, MA
Directed the global shopper insights agenda across retail and digital ecosystems, serving as a strategic thought partner to marketing, e-commerce, innovation, and sales leadership. Built and led a comprehensive shopper insights roadmap designed to strengthen enterprise understanding of path-to-purchase dynamics across key global retail partners. Crafted retailer-specific shopper profiles and decision trees that informed merchandising strategies, assortment prioritization, and promotional planning. Integrated multiple data streams, including primary research, syndicated data, retail performance metrics, and behavioral feedback, to identify emerging shifts in consumer expectations and category trends. Led cross-functional research initiatives beyond core shopper remit, including UX research on digital audio experiences, brand equity tracking, and new category exploration. Completed advanced qualitative moderation to uncover underlying motivations, barriers, and unmet needs influencing pu…
Consumer and Business Insights Manager
McDonald's Corporation · Westwood, MA
Managed quantitative and qualitative marketing research projects including insights creation and results presentation. Interpreted multiple data sources including sales metrics, primary and secondary marketing research, traffic share, economic trends and competitor strategy to educate franchisees and internal partners on current business climate.
Manager, Customer Insights
Staples · Framingham, MA
Oversaw primary market research projects, both qualitative and quantitative, for the retail, delivery, contract and international channels including brand research, tracking studies, customer segmentation research, concept and message testing, product development, copy testing and exploratory research. Directly managed an internal research panel of more than 30K members; including strategy development, vendor relations, survey design and execution, data analysis, site revamps, panelist recruitment and internal associate usage.
Project Manager Marketing Strategy
Staples · Framingham, MA
Consumer Analyst
Daymon Worldwide at Stop & Shop · Quincy, MA
Utilized consumer and syndicated data tools to answer key business questions concerning consumer brand loyalty and category expansion, and provided support and training to the Daymon team for these data platforms. Gathered and integrated data from various secondary research sources as it related to key trends, industry performance, competitive activity, and consumer behavior within the grocery retail environment.
Sr. Research Analyst
Stop & Shop · Quincy, MA
Conceptualized and initiated various primary research projects both quantitative and qualitative, including but not limited to brand reinvention and tracking, segmentation studies, concept testing, ad testing, packaging testing, and in-store intercept testing. Conducted an in-depth review of customer satisfaction tracking study results periodically and quarterly, and outlined research reports for regional and district level meetings through clear summarization of research findings and presented the implications in a compelling and informative manner.
Panel Manager
STS Market Research now The NPD Group · Cambridge, MA
Managed a consumer research panel of 10,000+ members by overseeing all navigation aspects of the research website including overall panel health, daily maintenance, category addition, design revamps and panelist incentives. Oversaw ad-hoc research plans by creating questionnaires, managing surveys, evaluating results, and composing reports.
Education
Suffolk University - Sawyer Business School
MBA, International Marketing
University of Cincinnati Carl H. Lindner College of Business
BBA, Marketing/International Business
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