Laurel V.

Consumer Insights Senior Manager

Catalyst Brands LLC

Present

- Manages Consumer Insights across 6 retail brands (JCPenney, Lucky Brand, Nautica, Aéropostale, Brooks Brothers and Eddie Bauer) - Creates and presents insights & recommendations to key business stakeholders, primarily C-Suite executives - Directs primary research projects applying excellent timeline and vendor relationship management - Consults with key client groups to scope projects and relay pertinent information - Utilizes a variety of quantitative and qualitative research methodologies to solve identified problems and answer internal stakeholder questions - Analyzes and synthesizes multiple sources of primary and secondary data to formulate actionable insights - Manages the JCPenney Insiders customer panel - Moderates focus groups, in-depth interviews and shop-alongs and programs surveys utilizing Qualtrics

Consumer Insights Manager

JCPenney

- Oversees all Marketing and Strategic primary consumer research, including brand health, advertising & new concept testing as well as all Home, Beauty, and Jewelry research - Creates and presents insights & recommendations to key business stakeholders, primarily C-Suite executives - Directs primary research projects applying excellent timeline and vendor relationship management - Consults with key client groups to scope projects and relay pertinent information - Utilizes a variety of quantitative and qualitative research methodologies to solve identified problems and answer internal stakeholder questions - Analyzes and synthesizes multiple sources of primary and secondary data to formulate actionable insights - Manages the JCPenney Insiders customer panel - Moderates focus groups, in-depth interviews and shop-alongs and programs surveys utilizing Qualtrics

Consumer Insights Senior Analyst

JCPenney

Consumer Insights Analyst

JCPenney · Plano, Texas

Research Coordinator

The Dallas Marketing Group · Dallas/Fort Worth Area

- Programmed online surveys using Sawtooth SSI Web, utilizing HTML, CSS, Perl and Javascript - Managed all aspects of communication with panel companies and external vendors - Coded open-end responses to aid in analysis - Performed quality assurance checks on data to confirm legitimacy - Created tables using Survey System and graphs using Excel for analytical client reports - Managed client databases to send survey invitations to potential respondents

Inside Sales Representative

Lanyon · Dallas, TX

- Sold $200,000+ in first year contract value of SaaS software, marketing, & business intelligence products to 140 new accounts, exceeding sales goals - Responsible for working with global hotel chains, management companies, and individual properties within the Western United States, Asia & Australia, utilizing Salesforce to log activities - Developed marketing collateral, wrote copy, and directed email blasts to prospect for new clients and assist in sales efforts - Created, developed and distributed a survey to research the hotel preferences of meeting planners and travel managers - Consulted with customers on how to best utilize their KPI reports to make decisions - Utilized Excel to extract relevant data points - Worked with multiple departments within the organization, including Marketing, Support, Product Development, Renewals, & Legal in order to close deals - Trained new hire classes on product knowledge and sales techniques

Admissions Assistant

Dallas Baptist University · Dallas, TX

Bank Teller

JP Morgan Chase · Grand Prairie, TX