Objective

Helping clients move their businesses forward through strategic application of market based information

Summary

I am a career consumer insights professional with extensive experience across multiple sectors and disciplines, in small boutique agencies and large multinationals, working mainly in Asia. As a researcher  and strategist I have been responsible for both small and large teams, and for growing local and regional accounts.

As a consumer insights professional driving insights generation for Asia's most successful media agency, I have been heavily involved in pitching for and winning business worth 10s to 100s of millions of dollars.

Having worked in Asia since 1997 I believe I have a very strong understanding of consumer needs, wants, motivations, hopes, dreams and ambitions and how these vary according to the different cultures and different levels of experience of and exposure to consumer culture across our region

My main areas of expertise are:

  • FMCG
  • Technology
  • Retail
  • Finance
  • New Media
  • Travel and Tourism
  • Social Marketing and 
  • Public Policy

I am a generalist who has worked extensively with both traditional and new techniques for exploring consumer motivations. This includes qualitative and quantititative research techniques, as well as ethnography, cultural anthropology, econometrics, behavioural economics, social listening and unlocking the power of big data. More importantly I understand how to turn data into insights that are actionable and usable by clients, agencies and partners

Aside from account management and development, I believe my particular strengths are in problem solving. I take pride in helping clients to find practical, actionable solutions to the problems and challenges they face, and in many cases this goes beyond "research" but is based on an understanding of the needs and motivations of Asian consumers and transcends category specifics. Researchers we need to  use our knowledge of consumers and consumer drivers to help clients identify future opportunities and potential problems, add value by going above and beyond the specific requirements of a project, help the client to disseminate information internally, and above all make the client feel smart and informed. The same philosophy would apply to internal clients

I am also heavily involved in training and building the technical and consulting skills of our junior staff, and this another way in which I believe I can add value.

Interest

Work History

Work History
Feb 2009 - Present

Director Communications Insights APAC

Omnicom Media Group

In early 2009 I moved from research into media, for the opportunity to have a closer relationship with clients and to have the opportunity to create actionable insights leading to the implementation of successful communications planning strategies

As head of insights across Asia Pacific for OMD and PHD  I am responsible for the following main areas of activity

1. New business pitches. I was an integral part of the pitch team that either won or defended global and / or regional business for J&J, Sony, Fonterra, Standard Chartered Bank, Levis and Carlsberg for OMD, and Unilever and ANZ Bank for PHD

2. Development of and championing of strategic planning and media planning tools. One of the global steering committee developing Vision, OMDs new global operating system and communications planning process

3. Client research. Clients include McDonalds, ANZ, GSK, Google, Standard Chartered Bank, Singapore Health Promotions Board, Estee Lauder, J&J, Hilton, Visa, Pepsi

4. Proprietary Consumer Research. In the last 3 years I have commissioned and developed Asia wide research looking at, amongst other things, the impact of mobile on retail (The Mobile Love Affair), Millenials (Asia's First Global Youth Generation), Regional Trends (11 for 11) as well as the impact for brands of events such as the London Olympics, the 2011 Cricket World Cup etc. 

5. Proprietary Media Research. Looking at, amongst other things, multiscreen reach and impact, advertising impact in different positions and pages in newspaper, banner ads vs rich media etc

5. Econometric Modelling. I run OMG's econometrics offer,  Brand Science     http://www.brandsciencenetwork.com . Clients include Standard Chartered Bank, J&J, Pepsi, McDonalds

6. Social Media Measurement and Monitoring I developed OMG's proprietary social media listening framework and measuring system, Antenna. This is now used globally across most clients 

7. Platform Speaking. in 2012 I have been a platform speaker at Spikes Asia, a member of the the jury for the I:COM big data awards to be held in Rome in October as well as a mentor at Mediaworks 

Jan 2008 - Jan 2009

Director, Client Service & Insights

TNS Singapore & Hong Kong

In January 2008 I was promoted to Director Client Service & Insights TNS Singapore & Hong Kong. There are 3 main components to this role

1. Primary responsibility for strategic account development and key pitches in Singapore and Hong Kong

2. Adding value and insights to reports, presentations, workshops and other deliverables

3. Working with key clients to resolve business issues, and implement strategic recommendations

4. Developing technical and consulting skills within the Hong Kong and Singapore offices

5. External PR and marketing

I work across all sectors of the business, but with a particular emphasis on our Consumer, Finance, Business Services and Qualitative offers

AREAS OF RESEARCH INTEREST: FMCG, Shopper Research, Early Adopters, Web 2.0, Youth Marketing, Bottom of The Pyramid, Motivational Research, Ethnographic and other qualitative research techniques based on cultural anthropology

May 2006 - Jan 2008

Head of Consumer Sector

TNS Singapore & Hong Kong

TNS is a sectorised business, focusing on 4 key sectors; Consumer, Technology, Automotive and Finance. In this role, I was responsible for the Consumer Sector, and for consumer research generated through our Singapore regional hub. This involved managing, growing, and ensuring the profitability of a 10 million dollar business and workig with clients in many countries including Japan, China, Korea, Taiwan, Hong Kong, Thailand, Malaysia, India, Philippines, Vietnam, Indonesia, Australia and Singapore. This not only developed my business management skills but developed a good understanding of consumer dynamics and drivers in Asia and the different cultural contexts that drive behaviour in these markets

Specific responsibilities included:

  • New business development
  • Setting and achieving growth targets
  • Account Management
  • Account Growth
  • Training
  • Competitive tenders and proposal writing
  • Development of credentials documents and credentials roadshows
  • Research reports and presentations

KEY CLIENTS: P&G (Regional Director), Visa (Regional Director), McDonalds (Regional Director), Diageo, Heineken, Reckitt Benkiser.

AREAS OF RESEARCH INTEREST: FMCG, Shopper Research, Early Adopters, Web 2.0, Motivational Research

Jan 2003 - May 2006

Director, Quantitative Research

Stancombe Research & Planning

Stancombe Research & Planning is a boutique research agency based in Sydney Australia.In this role, I developed a quantitative research offer from scratch - Stancombe was previously purely a qualitative agency -  managed a team of 4 quantitative researchers and also managed a Healthcare/ Pharmaceutical team. Most of my work was in new product development, pricing and bundling and other forward looking, strategic projects. 

In my time, the quantitative business at Stancombe developed from zero to be 40% of the total business

Specific responsibilities of this role included

  • New business development
  • Setting and achieving growth targets
  • Account Management
  • Account Growth
  • Training
  • Competitive tenders and proposal writing
  • Development of credentials documents and credentials roadshows
  • Research reports and presentations

KEY CLIENTS: Optus Communications, GE Money, Lend Lease, Coca Cola, Red Bull, Nokia, Bundaberg Rum, Lend Lease, Foxtel, News Limited, Nickelodeon, MTV, ING, Retire Invest, Suntory, Mt Franklin Water, Boots, Merck Sharp Dohme, Sanofi Aventis, Novartis.

AREAS OF RESEARCH INTEREST: Technology and Finance, Youth Marketing, Proprietary Panels, Future Focus / Early Adopters, Healthcare, Public Policy and Planning, Internet Research

May 1999 - Jan 2003

Group Account Director

Millward Brown Australia

At Millward Brown I was regional “champion” ultimately responsible for the design and implementation of all customised research. I was also responsible for all stakeholder research in the region, through our Walker CSM licence, and also headed up Millward Brown’s Internet research offer (especially evaluation of the effectiveness of online advertising) for the Asia Pacific.

In addition I ran a team of up to 10 researchers in Sydney and for a time was also acting Managing Director of the Millward Brown Brisbane office.

  • New business development
  • Product Development
  • Setting and achieving growth targets
  • Account Management
  • Account Growth
  • Training
  • Competitive tenders
  • Development of credentials documents
  • Research reports and presentations

KEY CLIENTS: Coca Cola, Microsoft, BT, Yahoo!, Unilever, Goodman Fielder, Arnotts Campbells, Integral Energy, Air New Zealand, Australian Tourist Commission, Universal Studios, Standard & Poors, Price Waterhouse Coopers, Westpac, NineMSN

AREAS OF RESEARCH INTEREST: Stakeholder Research, Business to Business Research, Advertising Research, Corporate Sustainability and The Triple Bottom Line, Tourism Research, Internet Research 

Jul 1997 - Jul 1998

Head of Research

Consumer Probe

In this role, with a small local agency I had overall responsibility for the design, implementation and reporting of all qualitative and quantitative projects, in Singapore and Malaysia. I conducted and reported research throughout Asia for a range of clients and was responsible for all staff training

  • New business development
  • Account Management
  • Account Growth
  • Training
  • Proposal writing
  • Research reports and presentations

KEY CLIENTS: Disney, DBS Bank, M1 Communications, Procter & Gamble (Shampoo, Personal Care, Body wash), British Airways, Castrol, Van Houten, Goodyear, Honda (Motorcycles), Phillips, Sony, L’Oreal (Lipsticks)

Mar 1991 - Jul 1997

Account Director

Donovan Research

Donovan Research was a Perth based research agency that had its heart in social and public policy research, but approximately 50% of revenue came from commercial clients. It is now TNS Perth

In this role, with a small agency, I started as a junior executive mainly responsible for questionnaire design, field management, coding etc and progressed to an Account Director with client management as well as project management responsibilities

  • Proposal writing
  • Data analysis, elementary and advance statistics
  • Field Management
  • Report preparation
  • Presentations
  • Design and implementation of qualitative and quantitative projects
  • Moderation

KEY CLIENTS:  Australian Government, West Australian Government, WA Lotteries Commission, ion Nathan Breweries (all Lion Nathan Brands),Harpic, Preen, Mortein, Aerogard, Jiffy, Pine – O – Cleen, BankWest

MY MAIN FOCUS: Social and public policy research, customer satisfaction and stakeholder management research, qualitative research

Mar 1987 - Dec 1989

Research Executive

Roy Morgan Research Centre

In this role with a large agency, I was a junior executive, and my main responsibilities where the running, analysis and reporting of large data sets

  • Data analysis, elementary and advance statistics
  • Questionnaire Design
  • Field Management
  • Gallup Poll analysis
  • Report preparation
  • Relatively limited client contact

Education

Education
1980 - Present

Hollywood Senior High School

Skills

Skills

Technical Market Research Skills

 I’ve had extensive experience in the following types of research and am well grounded in all methodologies relevant to these types of research:   Usage & Attitude Studies Pricing and Bundling Research New Product Development Research Concept and Strategy Development Advertising Testing Packaging Research Advertising Tracking Stakeholder Measurement and Management (Customer, Employee etc) Sustainability Research Public Policy Development and Evaluation Motivational research Choice Modeling Segmentation