- Hamburg US-NY
Leadership of the agency's market intelligence, marketing strategy and brand strategy development, based on the best practices of information-based strategic planning. Direct all market research and competitive intelligence activities, including branding and strategic planning for agency clients domestically and internationally.
Founded company to satisfy my entrepreneurial spirit. Provided executive level consultation to clients and worked synergistically with executive teams, client marketing teams and client advertising agencies. Earned a role as a trusted consultant, often presenting to executive and board-level teams.
Directed the agency's market research and strategic planning function, and managed a staff of two. Designed and directed all custom quantitative and qualitative research projects for all clients.
Designed and directed all research initiatives for flagship client, BellSouth.Strengthened client relationships and mined incremental business through higher, more strategic level of client engagement and consultation.
·Managed the development and rollout of proprietary research offerings, including system automation for providing regular feedback on sales and customer service reps
·Managed a staff of 12, with three direct reports
·Maximized revenues by increasing process efficiencies, which also strengthened customer service by decreasing turnaround times to the client
·Leveraged a variety syndicated data, including Claritas (segmentation), P$YCLE (part of Claritas), Experian and Millward Brown (for concept evaluations) to develop comprehensive segmentation models and supplement primary research
Promoted to Operations Manager to stabilize the "Automated Products Center," a standalone service center experiencing declining sales and deteriorating morale as a result of a recent reorganization that consolidated five regional data centers into one, based in Atlanta.
Analyzed, reported and presented market research findings to key clients, including Unilever (Shedd's Spread), R.J. Reynolds (Winston, Camel, Sterling), General Motors (Pontiac), CBS Television, Domino's Pizza. Managed all facets of projects, developed questionnaires, coded in SPSS and SAS, and excelled at statistical and multivariate analysis, metric multidimensional scaling and content analysis. Provided detailed analysis of syndicated data, including NFO, IRI (now SymphonyIRI) and Neilsen.
Integrity is the foundation upon which leadership is built. No person can claim to be a leader, or can be pointed to by others as a leader if they fail even one time to exhibit the trust and integrity a leader must have. It takes a lifetime to build a reputation and one incident to destroy it.
If integrity is the foundation of leadership, then Excellence is it's core building block. This is why the captain of most professional sports teams are typically that team's best player. People WANT to follow excellence.
Much is made of leadership, and while many leadership "traits" can be learned, INTEGRITY and EXCELLENCE must be intrinsic in the individual in order to be widely recognized as a leader.
When you review my references, I believe that you will see that these two character traits will stand out the loudest and the clearest.
The Mentholatum Company, a subsidiary of Rohto, was introducing a brand of eye drops into the US.
As a strategic partner to Mentholatum, I developed the methodology and led the planning process, which included:
Per the Director of Marketing for Mentholatum, the US introduction of the Rohto brand was the fastest growing product in the entire Rohto portfolio, and the fastest growing brand of eye drops in the US.
As a result, all global business units were directed to utilize the methodology approach that I developed for Rohto for all new product introductions.
After years of pushing an expansion strategy, Lockport Savings Bank determined that they had outgrown their name and image.
I was hired to develop the re-branding model, supporting it with relevant market intelligence.
The market intelligence methodology I developed included:
All market evaluations match internal sales levels and all anecdotal evidence that proves the re-branding was a spectacular success.
Visionary, strategically-focused marketing executive with significant national and global brand experience and an impressive track record of cross-functional marketing leadership. Innovative, creative-thinking change-agent, expert at leveraging market data to develop broad-based strategic plans. Passionate about identifying strategic marketing implications and developing on-point marketing solutions designed to strengthen brands and organizations. Generalist, capable of operating easily across categories, but with intense experience in consumer packaged goods, healthcare, financial services, B2B industries and telecommunication technology. Widely recognized as an expert and thought leader in all primary research methodologies - qualitative, quantitative and ethnographic.
Technologically advanced, operating on the cutting edge of research methodologies and marketing strategy. Son of the world renowned Dr. Joseph Woelfel, the leading pioneer in the development of cognitive measurement. Co-developer of the Galileo System and CatPac, an advanced cognitive measurement system, with software placed on Universities around the world.
Accomplished focus group moderator, with over 1,000 focus groups and IDIs conducted. An unmatched ability to connect with focus group participants, gaining their trust in order to be able to elicit great depth of emotional responses. Developed proprietary techniques for ethnographic exercises and projective techniques.
Skilled at performing high-end statistical analyses, including linear and multiple regression, discriminant analysis, factor analysis, cluster analysis, conjoint and metric multidimensional scaling.Specialties
Strategic planning and brand strategy development New product introduction / product positioning Market research / consumer insights Marketing communications and message strategy development
Separate from my career in marketing I enjoy a number of interests.
My family has always come first. As a result, I've chosen a life of stability for my family, spending the past 15 years in Buffalo, New York.
I am passionate about rare and antiquarian books, collecting and reading classic literature, philosophy and theology. Archeology, ancient Egypt, Greece and Israel offer exceptionally fascinating histories, and I look forward to the day I can spend significant time exploring the ruins in these countries.
Learning is a lifelong endeavor, one that I have embraced almost to a fault. I share this passion with kids, having coached youth baseball, basketball and soccer, and volunteering my time working with the Buffalo Public Schools, where I perform literacy assessments as part of team that is attempting to increase the literacy levels in Buffalo. I also teach at a local University and lecture at virtually all the major Universities in Western New York.
I have a lifelong passion for competitive athletics, and am fortunate to still be able to compete at a high level, and win. I play football, basketball, softball and golf. One day I hope to be competitive at golf.