About
Yes…I’m that guy who cries at the end of La Bohème, every single time. It’s that deep attunement to the human condition that keeps me anchored in people research. I use my curiosity and sensitivity to humanize the business by putting the consumer front and center of all decision making. When we can empathize with the consumer, and create ways to enhance their life, it’s transformative for everyone and the planet. I nurture my affinity for the arts through my volunteer work, participation and support. As a leader, I have supported managers to boldly drive an insights agenda that transforms the business. Together, with this approach, we have supported the creation of new products, services, and communication. I have extensive experience in new product and service development, brand management, brand positioning and architecture development, advertising evaluation, persona development, customer journey development, brand measurement and marketing mix analysis. I look forward to connecting…
Experience
Senior Manager Consumer Insights
E. & J. Gallo Winery · Modesto, California, United States
Present
Provide strategic counsel by conducting consumer research and data analysis to support Barefoot, the world’s largest wine brand • Led a research community pilot to collect consumer feedback for positioning, communication, and innovation initiatives which yielded significant cost savings while cutting deliverable timelines in half • Designed Gallo Family Vineyards exploratory research program that led to brand repositioning, label redesign and a communication partnership resulting in a sales increase in launch month
Senior Manager, Customer & Market Insights
Salesforce · San Francisco
Contracted to provide customer satisfaction and marketing insight support • Surveyed World Tour event attendees and identified environmental factors most impacting overall conference satisfaction
Manager, Customer Research & Insights
Nordstrom · Seattle, Washington
Managed three direct reports supporting Marketing, Store Operations, and e-Commerce business teams • Reviewed customer satisfaction measurement program and recommended consolidating it from three to one vendor which resulted in significant annual cost savings upon implementation • Conducted catalog impact study which found that the catalog did not enhance specific consumer perceptions. Results were used to support cost-cutting by eliminating issues and reducing circulation • Designed and moderated focus groups which uncovered consumer confusion around flash product sales on Nordstromrack.com site. The website was redesigned to enhance the visual prominence of flash sales for Nordstrom Rack shoppers
Insights Director
Post Foods Inc · Parsippany, New Jersey
Managed four direct reports in the US and Canada • Identified profit generating opportunity for a leading cereal brand by modeling media allocation scenarios that shifted funds from day-time to prime-time TV spots resulting in a sales increase • Designed in-house qualitative and quantitative survey capability by engaging innovative vendors to deliver faster, more affordable insights
Senior Manager, Insights
Post Foods Canada Corp. · Toronto, Ontario, Canada
Provided consumer, shopper and strategic insights to support business development • Identified significant profit upside by modeling price scenarios that increased each brands’ regular sales price while balancing commodity cost increases without exceeding pricing thresholds in 2011 • Led qualitative research message exploration for TV campaign and quantitatively evaluated copy to support creative optimizations before airing. Nielsen analysis attributed positive baseline dollar growth to business between March 2013 - February 2014
Shopper Insights Manager & Consumer Insights Manager
Kraft Canada Inc. · Toronto, Canada
Selected to build Kraft Canada’s Customer & Shopper Insight team by: fostering relationships between Marketing and Sales, conducting shopper research, and translating findings to support retailer business development • Designed, managed and authored dairy aisle research studies for Canada’s two largest grocers resulting in a significant sales increase and incremental linear feet for Kraft products
Information Analyst
New Zealand Department of Labour · Wellington, New Zealand
Worked on the job vacancy survey program to analyze and publish findings • Developed and analyzed the survey of IT Professionals, where the findings were published in Wellington’s Dominion Post newspaper (December 2005) • Outsourced the Job Vacancy Monitor Program survey collection to a market research company to improve data quality and reduce costs for the Department of Labour
Director, Market Research
Wave Communications · Toronto, Canada
• Established a profitable new research practice at Wave Communications in the first six months of operation • Cultivated and secured new business opportunity with a leading CPG company for Wave’s Advertising practice
Research Associate
Northstar Research Partners Inc. · Toronto, Canada
• Created a virtual foodservice operator panel for Kraft Canada that provided actionable findings at a significant cost savings • Built a new high margin revenue stream for Northstar Research Partners by leveraging Lexus-Nexus data to write reports for the Canadian petroleum industry
Market Research Analyst
Statistics Canada · Ottawa, Canada
• Leveraged survey findings to influence senior management’s decision to implement a new fee structure on Statistics Canada’s online information service portal • Authored reports using the Annual Survey of Manufactures data that appeared on Statistics Canada’s website
Education
Rutgers Center for Management Development
ESSENTIAL MANAGEMENT SKILLS, Personnel Management
Queen's University
MA, Sociology
Carleton University
BA, Sociology
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