Areas of Expertise

  • Marketing Strategy
  • Market Research
  • Web Usability
  • Content Development
  • Segmentation
  • Relationship Marketing
  • Customer Experience
  • Pricing Strategy
  • Competitive Analysis
  • Sales Strategy
  • Presentations
  • Product Management
  • Qualitative Moderating
  • Direct Mail
  • Branding


Internet marketing strategist with over 10 years of experience leading successful business initiatives.

Consumer insights expert with a track record of providing customized research and strategic counsel to clients in a variety of industries.

Achiever with a wide range of market research design, implementation, and analysis expertise that meets clients’ needs and exceeds their expectations.

Work History

Work History

Marketing Analyst

Firm's only full-time marketing employee; managed advertising agency relationship, implemented marketing initiatives, and collaborated with the part time marketing consultant.

  • Created and managed tracking survey to rate satisfaction of brokerage firm's 300,000+ customers
  • Directed ongoing competitive analysis encompassing firm's 15 major competitors
  • Designed online customer service application that reduced email volume by 18% and improved average response time by 30%
  • Earned Series 7 license
Aug 2007 - Mar 2009

Director, Strategy & Marketing

Strategist providing insight and guidance to leaders in four Midwest divisions attempting to capitalize on the worst housing market in decades. Conduct primary research and analyze economic data to determine feasibility of current land holdings and new opportunities. Manage region's email campaign management system; liaison for technical issues, training, support, and custom reporting and analysis.

  • Save divisions tens of thousands of dollars by simplifying and restructuring market-wide supply and demand analyses, while continuing to provide actionable insights and recommendations
  • Boost traffic and sales by utilizing market research and data analysis to gauge customer perceptions, needs, and trends to set pricing and sales targets
  • Inject the "voice of the customer" to lead the development of new floor plans and elevations
  • Streamline regional processes for product development, competitive data gathering and reporting, mapping, and market analysis
Nov 2005 - Jun 2007

Director, Strategic Marketing

Pulte Homes

Division president's strategic counsel; conducted primary market research and utilized economic, demographic, and competitive data to assess depth of demand, price, and sales pace. As the housing market began to falter, provided daily feedback and analysis of market conditions, pricing, and marketing strategy in an effort to stay ahead of the competition.

  • Increased sales and enhanced customer relationships by evangelizing Pulte's proprietary customer segmentation model as an essential tool for everyone in the organization
  • Saved the Florida region thousands of dollars by creating maps with ArcGIS rather than outsourcing them; spearheaded unique methods for displaying housing and economic data that appealed to visually-oriented company leadership
  • Improved traffic and sales by implementing an online advertising strategy that included Google AdWords and targeted email campaigns
Sep 2003 - Oct 2005

Strategic Marketing Manager

Consultant to the division president; provided insight and analysis in the evaluation of land opportunities, product development, and marketing strategy. Employed qualitative and quantitative research and amassed economic data to inform decision-making. Maintained ongoing competitive analysis; managed information gathering and reporting. Managed seven-figure annual budget.

  • Increased traffic and sales by providing actionable insights about consumers' needs and wants
  • Saved division thousands per year by redirecting money from print to online advertising, which provided higher ROI
  • Enhanced brand awareness via home giveaway promotion broadcast during Detroit Lions game on Thanksgiving Day
  • Steadfastly opposed land deals that lacked sufficient demand; saved the company potentially tens of millions in write-downs
Feb 2002 - Sep 2003

Manager, Usability Research & Website Analytics

Directed all of the company's usability research initiatives; employed such methodologies as usability studies, competitive analysis, best practices, and heuristic evaluation. Played key collaboration role on project teams to ensure implementation of research findings. 

  • Critical player in the design and content of the company's website; contributed expertise in customer experience, market research, and site traffic data
  • Saved thousands of dollars per year by optimizing company's Google and Overture keyword purchases
  • Led the effort to bring the company's website into compliance with W3C accessibility standards; avoided costly litigation
Mar 2000 - Feb 2002

Research Analyst

Researcher and consultant for clients such as ABC, Barnes &, Dick's Sporting Goods, Elsevier Science, GE Appliances, Hallmark, MetLife, NBC, and Xerox. Designed screening instruments, questionnaires, and discussion guides; created tab plans and analyzed data; authored reports, presented findings to clients, and fielded follow up questions.

  • Skilled qualitative researcher praised as "the most artful moderator [clients] have ever seen" with expertise ranging from one-on-one interviews to focus groups, ethnography, usability testing, and dial testing
  • Improved clients' website design and content via consultation, heuristic evaluation, best practices, competitive analysis, and secondary research
Aug 1999 - Mar 2000

Director, Customer Experience

Designed and implemented the firm's strategy for all customer-facing communications; member of customer service management team responsible for development and growth of over 50 employees.

  • Created's public persona via email content, phone scripts, collateral pieces, and presentations
  • Developed consumer research plan for growing online financial services firm
  • Identified need for a customer relationship management (CRM) solution; evaluated and recommended technologies