About
I have 15 years of experience in Data Science, Marketing Analytics, and Consumer Insights. I've worked in every aspect of the research process from data collection, data ingestion, data cleaning and manipulation all the way to thorough story telling. I thrive on finding the big insights in large datasets. I've also conducted research in every industry, with expertise in CPG, QSR, Bev-Alc, Apparel, Auto, and General Merchandise.
Experience
Senior Consumer Insights and Strategy Manager
V&V Supremo Foods Inc · Chicago, Illinois, United States
Present
Marketing Analytics Manager
• Managed all Analytics requests for the Simply Good organization, spanning across key brands such as Quest, Atkins, and OWYN. This includes understanding consumer brand sentiment, price elasticity, product incrementality, cross-purchase, household penetration, and point of market entry. • Led the integration of a new Marketing Mix provider into the organization (Keen). • Developed and presented key insights and recommendations for business strategy utilizing Circana POS and Panel data, Numerator panel data, as well as custom survey analyses. • Highly involved with business strategy, including identifying areas for acquisition or partnership. o Identified the top brands for acquisition, which led to acquiring OWYN. • Forecasted the business outlook with a focus on New Buyer estimates, shifts in Retained Buyer consumption, and competitive threats. • Served as the business leader on the definition of the Nutritional Snacking category. o Responsible for developing and maintaining the Circ…
Senior Consultant
• Utilized the world’s largest omni-channel panel to help clients develop strategy in a variety of sectors including QSR, General Merchandise, Bev-Alc, and CPG. • Managed a variety of custom research projects, from guiding questionnaire development, to analyzing results, and presenting to clients. • Projects included concept testing, customer satisfaction, purchase triggers, market share estimates, new lapsed retained shopper analysis, leakage analysis, source of volume, and new item tracking • Conducted quality control checks on incoming data.
Consultant- Consumer Insights
Numerator · Greater Chicago Area
Providing leading clients within the QSR, General Merchandise, and CPG industries with data insights needed to drive their business forward in the increasingly competitive economic environment.
Consultant, Data Science
IRI · Chicago, IL
• Lead for IRI panel scanner data methodology. • Managed methodology for IRI survey data sampling and weighting procedures. • Led major weighting upgrade for IRI panel data within first few months on the job. • Managed workload for analyst located in IRI’s India office. • Assisted with the enhancement of one of IRI’s trip segmentation programs utilized by all clients.
Manager, Research Sciences
The NPD Group · Rosemont, IL
• Research Manager for the Foodservice Practice and Food and Beverages Practice. • Managed/led the calibration and projection of all consumer data within the U.S. Foodservice area. • Improved the data weighting process for the Quick Service Restaurants (QSR) Market Monitor product, reducing process completion time by 80%. • Led the transfer of NPD databases into a new management system, enabled on-time data delivery despite major system change; proactively bridged several data gaps during short transition. • Conducted industry forecasts and provided comprehensive reports for Fortune 500 and other major clients such as Burger King and Wendy’s; led to improved customer satisfaction scores for NPD. o My DMA level forecasts were selected for publishing in QSR Magazine. • Constructed a source of change analysis for a major client; project led to additional Analytics & Modeling sales from the client and increased business for NPD. • Member of the Survey Review Committee, responsible for eval…
Research Analyst, Research Sciences
The NPD Group · Chicago, IL
• Assisted Client Development with research project specifications and managed calibration of consumer reported data for all corporate U.S. Foodservice products. • Assisted Analytics & Modeling team with segmentation, forecasting, and source of decline projects. • Quickly recognized as a leader by selection as Research Science Manager within one year.
Marketing Research Intern
Ralcorp Holdings, Inc
Assist the Frozen Breakfast Division with analysis of Scanner Data. Major projects include Price Gap Analysis, Sales Trend Analysis, New Product Reviews, and analysis of Custom Research Projects. Worked closely with Symphony IRI Group to construct a new syndicated database.
Local Government Intern
Assisted with the writing of the annual budget, filing of insurance claims, follow-up of claim dispositions, hiring for local government positions, and preparation of ambulance bills for collection. Assisted with utilities billing. Wrote history synopsis of Collinsville to be included in the annual budget.
Audio Visual Branch Summer Intern
Assisted in graphic design for printed and electronic brochures and set up audio-visual equipment for international conference speakers. Civil Service GS-1 pay grade.
Education
Southern Illinois University Edwardsville
Master of Marketing Research (MMR), Marketing Research
Southern Illinois University Edwardsville
Bachelor of Science, Psychology, Business Administration
Southern Illinois University
Bachelor of Science, Psychology
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