About
Market Research professional with over 20 years experience in the Consumer Packaged Goods industry. First seven years as a Product Developer in Research and Engineering provided a broad understanding of the product development lifecycle and manufacturing processes. From there, moved into Marketing Research focusing on infusing the voice of the consumer into all aspects of the business by serving as a valued business partner providing actionable insights. Background encompasses a wide variety of research techniques and scope including qualitative and quantitative market research for near term product improvements as well as exploratory new product development. Specialties: Understanding sensitive target groups (i.e. Depend and GoodNites consumers), packaging research, advertising research, consumer segmentation
Experience
Consumer Insights Manager - New Product Innovation
Sargento Foods Inc. · Plymouth, Wisconsin, United States
Responsibilities include all aspects of new product development research, from ideation and concept screening, to product/concept fit, BASES II, and packaging research.
Consumer Insights Manager
Sargento Foods · Plymouth, WI
Responsibilities include all aspects of research planning, execution, communication of impact to the business, and next step recommendations for projects across the entire Sargento family of product lines. Work focused on products currently available in stores today. Projects include fundamental research to determine target consumer, advertising, and packaging communications as well as flavor sorts to determine optimal assortment. Also play a key role in socializing trends within the company. o Planned and executed a segmentation study to determine the optimal consumer target for Sargento Cheese Slices and Shreds. This will allow for tailoring communications to best appeal to those target consumers in the future. o Using a consumer lens, provided feedback to refine a new ad campaign to be more consumer friendly and relevant. Served as lead Insights manager conducting messaging qualitative and print ad quantitative testing to ensure quality advertising and communications for Sargento ch…
Associate Market Research Manager
Church & Dwight, Co., Inc. · Princeton, NJ
Assistant Market Research Manager
Worked on Arm & Hammer Liquid Laundry Detergent, OxiClean, Orange Glo, and Kaboom Brands. Responsibilities included all aspects of research planning, execution, communication of impact to the business, and next step recommendations for a large volume of projects across the entire Fabric Care and Cleaners Strategic Business Unit. Projects included fundamental research to determine target consumer, near term product improvements, and future product offering exploratory research.
Market Research Analyst Ii
Kimberly Clark Corporation
HUGGIES®, GoodNites®, and KOTEX® Brands Responsibilities included methodology development, vendor selection, sample selection, questionnaire and focus group discussion guide development, as well as analyzing quantitative and qualitative results to provide actionable consumer insights to the organization. Insights communicated via written technical reports and presentations. Types of consumers studies executed include product and concept studies as well as packaging and advertising research. Studies were a mix of both near term initiatives and exploratory research. Determined study methodology and testing plan for HUGGIES® Diapers advertising campaign resulting in the execution of the second most persuasive HUGGIES® Diaper television advertisement to date. Determined study methodology and testing plan for a shape improvement on HUGGIES® Diapers resulting in a marketable product improvement. Provided direction to marketing and the design agency for GOODNITES® packaging to update and refr…
Scientist Ii - Research and Development
Kimberly Clark Corporation
Past product developer duties included designing new products/developing product improvements and conducting consumer studies for both products and concepts near term and exploratory in nature. Additional duties included reviewing and providing input to participant screeners and questionnaires, as well as attending focus groups. Lead product developer for DEPEND Underwear. Designed product improvements and product testing plans resulting in product improvements. Designed consumer preference studies for proposed product improvements and analyzed findings providing project direction for the product development of DEPEND Underwear.
Scientist I - Research and Development
Kimberly Clark Corporation
Member of the product team. Designed and implemented a change to HUGGIES Diapers resulting in a product improvement. Aided in implementation of consumer use tests to ensure consumer satisfaction with product improvements to HUGGIES Diapers. Attended focus groups, analyzed and documented results.
Education
University of Wisconsin-Green Bay
BA, Biology
Kimberly High School
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