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Work experience

May 2008Apr 2010

Consumer Insights Director

Startsampling, Inc

•  Consult with clients on Startsampling hosted e-sampling promotional programs to create measurable benchmarks, analytic touch points and research guidelines for client branded microsites (heavy emphasis on word-of-mouth marketing, key influencers, brand communities & user generated content)

•  Amplify the voice of the consumer by synthesizing social media & traditional market research metrics; site traffic, page views, media channel mapping, blogs, Viewpoints online feedback, etc.

•  Design campaign measurement tools to verify results and conversion ROI

•  Uncover usable customer insights (awareness, brand intelligence, frequency of usage, etc.) at point of engagement and again after product usage to give clients the information about the “why behind the buy” and repurchase intent statistics

•  Consult clients on the most effective tactics for mobilizing consumers to communicate online about their brands and/or a specific product: Facebook, blogs, Twitter, vlogs and customer reviews

•  Translate and interpret quantitative and qualitative data into simplified, user friendly information that can be used for actionable results

•  Oversee entire project lifecycle (research design, data collection, analyzing data and interpreting results, create analytical reports and presentations, present findings, and provide analytical consultation)

May 2007May 2008

Account Manager, Consumer Insights

General Growth Properties/National Research Network

•  Managed research studies for consumer insights group specializing in shopper insights, customer development and marketing strategy

•  Research Projects included: Advertising Research and Tracking, Brand Equity Research, Brand Name Testing, Buyer Decision Process Research, Concept Testing, Copy Testing, Customer Satisfaction Studies, Distribution Channel Audits, Event/Promotion Measurement, Marketing/Communicating Effectiveness Impact, Positioning Research, Online Panel Development, Shopper Insights, Store Audit, Test and Sample Marketing

•  Consult with potential clients regarding their business problems and answer research-related questions from clients regarding sampling methodology, project timelines, pricing, survey design, administration, and analysis capabilities

•  Ran virtual “pop-up” stores to see how consumers react to an actual new product – tested “live” shelf set, placement and category testing in the last “10 feet”

•  Helped develop new product utilizing psychographic segmentation, personality type testing and personas

Jun 2005May 2007

Consultant/Custom Research

Information Resources, Inc

•  Primary client contact and market research expert

•  Client facing consultant worked with CPG clients to design, execute and analyze custom research studies

•  Integrated survey results with behavioral purchase data, granular store level POS data and panel household data to provide decision-makers with a comprehensive view of the consumer

•  Leveraged shopper insights and consumer/marketplace trends to develop expertise in a client’s product/service and the category

•  Developed new hybrid survey for recalls using pre-designed set of questions in conjuction with client custom questions for quicker data turnaround and lower cost

•  Guided and advised on the development of client proposals, research methodologies, questionnaire design and analysis of primary and syndicated data

•  Researched the “why behind the buy”: uncovered and articulated consumer needs

•  Created and delivered presentations that provided impactful, actionable customer insights, customer strategy and recommendations

•  Worked on AttitudeLink--linking attitudes and behaviors, ShopperLink--combining ethnographic and intercept data to interpret shopper product purchase behavior, Individual User survey--analyzing household user product consumption, U&A, Satisfaction, New Trier and New Product surveys

Jul 2000May 2005

Client Service Manager

Retail Quality Assurance, Inc

Client Service Manager  CPG consultant that specialized in designing and executing custom product recalls, consumer retrievals, surveys and product quality research in retail conditions including; Food, Drug, Mass, Warehouse, C-store and throughout supply chain 

•Worked with retailers and manufacturers to investigate high level product complaints to prevent liability. Collected information about adverse product events from various manufacturers and coordinated product retrieval from consumer and to independent labs for investigation.

•Recalls/Crisis Management: worked with CPG clients to facilitate large scale food, beverage and retail product recalls. Highly advanced capabilities in product recall, returns, global communication and retrieval technologies

•Designed merchandising and quality audits to check product in retail conditions, planograms, fixtures, distribution, location, facings, promotions, pricing, SKU checks, POP displays and competitive product intelligence  

•  Crisis Management: worked with CPG clients to facilitate large scale food, beverage and retail product recalls. Highly advanced capabilities in product recall, returns, global communication and retrieval technologies

•  Recruited, managed and trained field force of independent contractors and mystery shopping agents. Mobilized contractors for retrievals and crisis projects

•  Executed complex and large scale reverse logistic projects working with TDLinx, distribution and reclamation centers; trained national field force in product retrieval guidelines

•  Created, ramped-up and rolled out nationwide brand intelligence program for major CPG manufacturer to combat product counterfeiting in the US and Canada

•  Responsible for 3 full-time reports and up to 25 temporary contractors for short-term contracts and developing all training materials; created written field personnel SOPs



Bachelor of Science

Iowa State University