About
Consumer/Business Insights professional with over 25 yrs experience applying quantitative and qualitative research skills across media, technology, retail and consumer products. Passion for using data to “tell a story” that can be easily translated into actionable findings for marketing and business strategy.
Experience
Sr. Director, Global Consumer Insights
Present
Responsible for building and leading the global consumer insights function at Deckers, working across its brand portfolio (UGG, Koolaburra by UGG, HOKA, Teva and Sanuk). Positioned as an insights evangelist, working to embed the consumer insights, business intelligence and market/competitive data in strategic decision making.
Director of Media & Audience Research
Lead a cross-functional team of market researchers and user experience researchers within the NA Audience team. Responsible for global product research within key Yahoo! Media properties including Y! News, Y! Finance, Y! Sports, Y! Games, Y! Entertainment (Music, Movies, TV) and Y! Marketplaces (Travel, Shopping, Personals).
Corporate Customer Insights Strategy
Lead all marketing research efforts for Yahoo! corporate initiatives – including Brand Strategy, Brand Strength, Brand Positioning, New Product Development/Ideation and overall Customer Motivations. Support brand marketing team to optimize market response and efficiency of advertising/promotional efforts against both creative and strategic objectives. Work with business unit research/marketing teams (Search, Media, etc) as well as international teams/partners to solicit input and build consensus around all corporate level research initiative.
Media Customer Insights
Design and manage proprietary and customized research strategy surrounding Yahoo! Media Group business units. Collaborate with designers and product managers on viability of new products, concepts and features, while partnering with other business units and corporate to support effective business strategies. Monitor and analyze internal and external marketing activities with the goal of improving BU performance.
Sr Marketing Research Manager
Oversaw the design and implementation of primary research projects (both qualitative & quantitative) such as... the multi-faceted research surrounding the launch of a new kids brand (DisneyXD), transition of ongoing kids/parents tracking study to an online survey methodology, testing new program promos online prior to launch to measure interest and perceptions prior to their premiere, partnered with programming executives on program development (pilot/concept testing), launch of quantitative pilot testing (both stateside and international).
Sr. Programming Research Analyst
Responsible for all overnight, weekly, monthly and quarterly ratings reports. Used ratings data to evaluate scheduling and program development decisions.
Education
California State University, Northridge
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