Last active: 1 month ago
Brand and consumer research and insights expert, with experience in media and digital media. Solid experience developing creative, custom, research-driven insights for clients and stakeholders. Specialties include:
• Digital Media
• Consumer Behavior
• Brand Strategies
• Brand Image/Perception
• Competitive Analysis
• Consumer Segments | Target Audiences
• Lifestyle Trends and Topics
• Guest Experience | Customer Feedback
• Survey Creation and Methodologies
Analytic acumen and instincts. Strong interpersonal, teamwork and collaboration skills. Can balance the need for quick turnaround with longer term strategic efforts. Problem solver; able to multi-task and work efficiently in a dynamic, demanding environment. Excellent communication skills (both verbal and written). Strong time-management skills.
• Crafting and implementing surveys for the Lower East Side Jewish Conservancy (LESJC). Key objectives: obtain guest/customer feedback on their walking tour experience, gather intelligence to support the creation and marketing of walking tours, collect data to inform organizational strategy and fundraising.
• Designing and project-managing DailyCandy’s annual subscriber study, commissioned by senior management to understand their general attitudes, as well as usage and perception of DailyCandy vs. key competitors. Relayed findings and implications to senior management and key stakeholders (Marketing, Sales, PR, Editorial, Product, Finance), providing a roadmap for the future brand activities.
• Developing custom research solutions and analyses to close ad sales deals. Example 1: Designed and executed ad effectiveness study for a new natural low calorie sweetener, interested in advertising in DailyCandy emails. Offered a custom solution that was instrumental in closing a deal worth almost half million dollars. Example 2: DailyCandy was often overlooked by marketers targeting Moms. Developing a "Mom story" allowed sales team to attract or better respond to RFPs from CPG companies.
• Managing brand research and strategy for key accounts, including Yahoo! And Time Inc. print publications, about $1M in revenue. Identifying key drivers and gaps for client brands, making strategic recommendations. For example, suggested that TIME Magazine, regarded as a “serious” news brand, could benefit from occasional lighter topics featured on the cover or in pages of the magazine. Identified potential partners and content categories that fit well with Sports Illustrated and its overall image or would help close the gap on key drivers. Both magazines implemented strategies that broadened their image and grew their readership.