About
Human insights Swiss Army knife. MBA specializing in Marketing Insights and Analytics coupled with consumer and shopper, B2B and B2C insights experience, sales data analysis and reporting, outbound marketing operations, sales operations, and people leadership experience in Market Research and Sales Management means not only having the ability to identify and quantify insights, but also understand how data and insights travels through an organization, translate those insights into a strategic plan of action, motivate others to take that action, analyze the results for effectiveness, and build relationships and partnerships to sustain that success. On many occasions have presented insights and recommendations that have changed the paradigm of the company and how it does business. Outstanding presenter and excellent story-teller, able to translate data so that it is easy to understand and easy to determine what action needs to be taken. Experienced leading cross-functional teams and direc…
Experience
Shopper Insights Manager
Present
* Leveraging shopper (Numerator), category (Circana), and consumer data to tell data-driven stories to inform key decision-making by marketing and sales * Developed frameworks for evaluating brand and retailer health as well as analyzing the success of recent category launches by leveraging shopper and category data * Uncovered potential $150M opportunity by performing a deep dive into a secondary product usage * Synthesized disparate data sources in Tableau to visualize how a restaurant brand product is performing relative to locations of their stores
Senior Market Research Manager
Job title: Senior Manager, Outbound Research and Operations * Led a team of outbound research representatives who help build pipeline, nurture campaigns, the CRM database, and the top of the sales and marketing funnels by researching companies and contacts who would be likely buyers of Zendesk's software for sales and marketing as part of the Demand Gen team. * Built processes to identify and resolve gaps, enhance efficiency, automate processes, and improve ways of working with regional and global marketing, sales/business development, competitive marketing, marketing operations, sales operations, IT, the global outbound research team, and the insights teams. * Revealed insights about the company’s own internal data that positioned me as an internal expert consultant brought in on pilot projects to consult on data quality. * Built reports and dashboards in Salesforce and Asana to track team productivity, identify priorities, and help the business development reps select the optimal acc…
Marketing Insights Manager
AbbVie · Greater Chicago Area
* Led research projects on packaging, product testing/UX/loyalty, website UX, consumer-facing materials testing, corporate reputation, brand equity, patient emotional and transactional journeys, product journey, customer segmentation, competitive intelligence, ATUs, ad testing, "jobs to be done", and social listening with patients, providers, office staff, and hospital/IDN executives within Immunology and Dermatology. * Collaborated on insights projects with many functions including marketing, market access, ethics and compliance, legal, training, finance, purchasing, data policy and more. * Device UX research saved the company millions of dollars from having to develop or acquire a new injection device. * Led first-of-its-kind corporate reputation research and presented findings to the integrated brand teams across all eight of AbbVie's therapeutic areas. * Developed a pilot program to improve negotiation skills of marketing research and media buyers; program was so successful that it…
Shopper Insights Manager
Anheuser-Busch · Greater St. Louis Area
* Leveraged and synthesized secondary data from Circana (IRi) (POS, panel, and Shopper Sights), Numerator (InfoScout), IPSOS Shopper Poll, InfoScout, GfK MRI, Mintel, Technomic, and other sources to identify insights that can support category management and sales help large format retailers grow the beer category. * Developed insights for a joint strategic partnership meeting between A-B and a large mass merchandise retailer that helped identify an over $200MM category growth opportunity and help change the mind of a senior VP at a mass merchandise company about assortment. * On several occasions, generated insights that stopped retailers from making decisions that would have negatively affected A-B's shelf space and sales * Developed framework to sell A-B's shopper segmentation and category consulting into large format retailers.
Marketing Research Analyst
University of Wisconsin-Madison
* Internship * Designed and led a concept test for the Wisconsin School of Business researching front-end whitespace opportunities leveraging qualitative and quantitative research * Performed competitive landscape research, concept writing and testing, cost research and pricing recommendations with target market using focus groups, Qualitrics surveys, and desk research, and presented findings and recommendations to WSB and a potential philanthropic donor.
Consumer Insights Analyst
Orbitz Worldwide
* Summer internship * Led mobile ethnography research project seeking the voice of the customer by capturing consumer data in-the-moment via smartphone app and geo-location information researching front-end whitespace opportunities * Led top customers qualitative research project and transformed traditional focus group research into discussions with small groups of top customers with Orbitz employees present at the table in a social setting - highly visible project attended by CEO and VP of US Consumer Business and done in collaboration with Customer Loyalty team. - Research design became the standard for future top customers research * Identified and quantified potential $10M contribution margin opportunity with top 0.1% of customers.
Market Research Analyst
* Summer internship * Led deep dive research and analysis of multiple markets to uncover potential whitespace opportunities and generate pull-through demand of ABS products/services - project helped to identify areas to push certain products/services and helped define the value proposition for ABS customers * Performed cross-analysis of new customer segmentation with technology adoption curve to help identify and target customers for launch of new product - ABS considering adding analysis to sales new hire training * Secured agreement with large milk processor to move forward with a partnership to explore ways to add value to the channel.
Manager, District Sales
Delivered top line results leading a team of sales professionals selling software and technology solutions to ambulatory health care providers in WI, MN, IL, IA, and MO; ranked #3 of 12 districts in gross bookings/revenue for CY12Q3; ranked #4 of 12 in gross bookings/revenue for CY12Q4 through November 2012.
Manager, Sales Force Automation Systems and Sales Operations
Teva Pharmaceuticals · Woodcliff Lake, NJ
* Leader and member of cross-functional teams working with Sales Operations, IT, Sales Analytics, senior leadership, external vendors, and consultants on the development, rollout, training, and management of new Sales Force Automation (SFA) systems (Siebel CRM & ASI Sales Analytics) * Created and led 19-person advisory board of TWH senior leadership, sales management, home office personnel, and sales representatives to evaluate ASI sales reports and determine TWH basic reporting and dashboard needs. * Collaborated with Sales Operations to create and lead 21-person Field Technical Experts team of representatives to facilitate Siebel CRM training * Created revenue analytics reports that changed the paradigm of TWH from focus on unit sales to revenue
Manager, Regional Sales
#2 in nation (of 36) in ParaGard intra-uterine device sales growth from 2007-2010 (>$1,500,000); presented data and insights at national managers meeting that resulted in Marketing undertaking a study of switching at the pharmacy level; managed/developed first Gold Cup winner in the history of the district; developed three sales reps into promotions to Institutional Sales Representative positions and one sales rep into Regional Sales Manager position; selected to represent company at national ACOG conference.
Sales Representative
Selected to give Managed Care presentations at regional POA meetings, and selected to be region Managed Care point person. Selected to be region CRM point person after sales force automation in 2001. Recommended by Area Sales Director to train other reps via field rides. Promoted to Regional Sales Manager based out of Los Angeles in April of 2004.
Education
University of Wisconsin-Madison
Master of Business Administration (M.B.A.), Marketing Research
University of Wisconsin-Whitewater
Bachelor’s Degree, Marketing
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