We have one mission:
Solve the business problem!
Brand Strategy, Marketing, and Consulting
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Proven success across Brand Strategy and Marketing.
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B2C/B2B Brand development, brand strategy, marketing strategy, and advertising.​
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Omnichannel planning (advertising, digital, social, PR, events, etc.), channel integration and optimization.
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​Multi-faceted (3D) segmentation, journey/engagement mapping, and shopper traffic mapping and analysis.​
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New product development, new packaging design, and brand evolution/extension.
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Direct response marketing, customer relationship marketing, and loyalty programs.
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Revolutionizing organizations' approaches to research, insights, and planning.
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Effective innovation, such as "Activation Workshops," "Engagement Pathway Planning," "IRI Cross-Match Integration," and "Dynamic Segmentation."
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360-degree empathy.
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​Having been a brand and marketing leader on both the agency- and client-side, I understand business leaders and marketing stakeholders...because I've run marathons in their shoes.
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Outside of standard employment channels:
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I have also served as a strategic brand and marketing advisor, for highly demanding and competitive brands, such as Honda, Duke Energy, Volkswagen, Transamerica, PepsiCo, The Colombia Ministry of Tourism, and Tropicana - Las Vegas.
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Insights-Driven Foresight
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Better Insights = Better Decisions = Better Results
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Examples include: ​​​
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​Makers Mark: Unearthed a vital emotional performance-driving framework ("Occasions, Relationships, and Conversations"). Surpassed 67% of all 3-year goals within six months. Improved brand recall by +41%. Boosted case depletion by +29%. Pioneered one of the first successful digital CRM programs in the spirits category (lifting Ambassador membership by more than 89%).
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Heart Imaging: Identified the Adonis Complex and statistical relationships among potential heart attack victims that not only multiplied the actionable target audience by 4x, but also drove a +400% increase in qualified call volume and +350% revenue growth.
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Little Debbie: Uncovered and leveraged the human tension between "being the adults we have to be vs being the kids we really want to be." The resulting strategy and work delivered a nationwide boost in purchases +7% / +$73 million, especially among moderate consumers and highly coveted Millennial Moms.​
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Click here to learn more about my work, transforming business problems into real-world results.
Actionable Qualitative Intelligence
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Fieldwork that's stretched from Los Angeles to Louisville, from Toronto to Tokyo.
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​I have designed, led, moderated, and mined insights from more than 5,000 individual engagements, 900+ group sessions, and over a dozen ethnographies - ranging from the Pacific Rim to Europe to South America, as well as every major DMA in the United States.​
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A wide array of methodologies, both virtually and in-person:
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Both RIVA and Burke certified, I have extracted vital customer, brand, and category insights from IDIs, intercepts, focus groups, digital diaries, social, friendship network groups, UX/CX, communities and panels, mass collaborative chat, observer/ participant, ethnographies, and more. ​
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Never failing to uncover powerful and actionable human insights, I have worked across a wide-variety of challenges and engagements, for example...
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International Apparel: Conducting market immersion in Japan, Germany, and the UK, to expand U.S. apparel sales overseas.
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Utilities: Absorbing heart-wrenching stories after the tragic 2021 Texas deep freeze for energy providers.
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CPG / Retail: Collaborating with insights and design teams to create new and profit-driving packaging designs for a wide variety of new and revamped CPG and retail products.
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Ladies Intimate Apparel: Crafting 'Girlfriend Groups' to explore intimate apparel designs.
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Hospitality: Mapping Las Vegas casinos to optimize traffic flows and maximize revenue.
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Energy: Crawling through consumer basements during a Rhode Island winter in order to improve tech platforms for energy workers.
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Government Services: Deeply immersing myself with African American families throughout Mississippi to improve social programs for the Mississippi Department of Human Services.
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Actionable Quantitative Intelligence
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A mix of right-brain creative problem solving and left-brain business practicality.
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This allows me to transform hardcore quantitative and third-party statistical data into truly actionable human insights. ​​For an example of this, check out the Heart Imaging case story.
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Powerful foresight gained from over 200 different quantitative studies.
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I have crafted, deployed, and delivered mission-critical insights across multiple methodologies, including NPS, CES, CSAT, Multivariate Regression, Max-Diff, Van Westendorp, etc.
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With graduate certificates in both Quantitative Methodology and Business Analytics, I am also certified in Qualtrics, and have SPSS experience.
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Dynamic Storytelling and Deliverables
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Market intelligence and strategy are only as good as they are user-friendly.
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​Is the new direction a 'cool idea'...or is it a true business solution? Does it offer data...or does it provide direction? Is it just informational...or is it inspirational?
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Great Storytelling depends on successful Story-Finding.
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The goal should be to find the story that tells...and sells...itself. Emerging from ‘Disruptive’ ad agencies and succeeding with ‘Challenger Brands,’ I have been on the leading edge of the Storytelling movement throughout my career.
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My work features concise 3D actionable analysis, innovative deliverables with clear vision, delivered by an engaging and inspiring presenter - all weaving a tapestry of insights straight toward our KPIs.
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The best deliverables don't just report information, they stimulate great thinking in others.
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PowerPoint. Video deliverables. Interactive. Vizi. Tableu. Crafting new experiences. Doing whatever is needed to make insights come to life, help us internalize the strategy, and drive us to live the brand.
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