Welcome.

• Worked in the Corporate Strategy and Program Metrics department as the internal quantitative market research advisor, charged with ensuring timely and accurate research methodology, analysis and presentation

• Derived information from historical and new studies to provide market, competitive, economic, consumer, brand and business insights to external and internal stakeholders as well as inform Cotton Incorporated’s publications and industry presentations

• Managed market research projects with both internal employees and external vendors

• Performed customer segmentation and profiling analyses on gathered and historical data

• Built and maintained modeling tools and databases in support of research findings

• Provided voice of customer viewpoint and analysis to technical and marketing teams

• Identified and integrated both quantitative and qualitative information from multiple sources into comprehensive evaluations of market dynamics for the textile industry from producer to retailer

• Performed regression and cluster analyses on gathered and historical data to identify trends

• Recommended strategies to leverage data in support of strategic goals

Senior Insights Analyst

McKinney | 2008 - 2013

• Market Research: 
  • Created, executed, and analyzed quantitative research projects, including creative testing, consumer attitudes and usage, product concept testing and brand positioning
  • Conducted analyses of primary and secondary qualitative and quantitative data to provide insight on market segments, customer behavior, business opportunities and marketing effectiveness 
  • Performed segmentation analysis and create customer profiles based on this analysis
  • Generated comprehensive reports and present to clients, brand teams and executive committee
  • Served as project manager on market research projects, including writing proposals, working with vendors and managing cross-functional teamsd

• Web Analytics:
  • Provided campaign reports, exploratory data summaries and insights on agency’s digital media, website, social media and mobile application and present them to clients and brand teams
  • Worked with media and interactive strategy teams to optimize agency digital efforts
  • Reinvented the agency’s media reporting templates and standards
  • Tools used: Atlas, DART, Facebook Analytics, Flurry Analytics, Google Analytics, Microsoft Excel, YouTube Insights

• Management: 
  • Supervised, mentored and managed junior analysts and prioritized work load of the Insights and Analytics department
  • Led in implementing a standardized system of collecting primary and secondary consumer data for comparative and historical purposes
  • Played a pivotal role in changing data management processes resulting in file naming conventions and increased efficiency between departments

• Clients worked on: Aprica, CenturyLink Communications, Coldwell Banker, EAS, GNC, Gold's Gym and Gold's Gym Express, Lenovo, Meijer, Mizuno, Nationwide Insurance and Financial, Nike, Radio Flyer, Royal Canin, Ruby Tuesday, Samsung, Sherwin-Williams Paints, Southern Comfort, Travelocity, Tuaca, Virgin Atlantic Airlines, Virgin Mobile

Anheuser-Busch Brand Ambassador

US Marketing and Promotions | 2007 - 2008

• Perform qualitative market research of key accounts for Anheuser-Busch

• Analyze and report on the on premise environment in over 40 target accounts for the marketing department

• General management duties such as: serving as a client liaison between account staff and Anheuser-Busch regional sales managers, maintaining a monthly trade spending budget, and assisting with scheduling for employees for local territory.