Professional History
Experience
Principal Consultant, Owner
AHAS & HOOPLA I 2021 - 2024
· Insights and Brand Strategy in CPG w/ The Sound
· Qual-based Thought Leadership in Social Media w/ Talk Shoppe
· Quant-based Targeting in Gaming w/ MarketCast
· Alumni Engagement Research w/ Stanford U GSB
· Quant-based Whitespace Exploration in Fin Serv w/ Coherency
· IDI-based CX in Mental Health w/ hims & hers
· Brand Positioning & CX in Media w/ Sibling Rivalry
· Insights Consulting w/ The Family Room
· Thought leadership & Training at Big Village/Engine
· Strategic Storytelling Training at Screen Engine/ASI
Vice President, Insights & Brand Strategy
C Space I 2019 - 2021
· Practice Lead of C Space Americas, overseeing highest performing strategists within the org and development of industry-leading approaches and deliverables.
· Global leader in brand strategy, consumer insights, strategic storytelling, innovation, and thought leadership.
· Senior client partner and strategic lead of C Space's premier technology accounts.
· Growth partner focused on revenue opportunity identification, proposals and contracts.
· Business manager responsible for team resourcing, budget and scope management, ensuring profitability and target margins.
Clients: Apple, Google, Adobe, PayPal, Zillow.
Senior Director, Strategy & Insights
Interbrand NY I 2018 - 2019
Tasked by Global CEO with revitalizing Interbrand’s offerings, infusing traditional approaches to brand and communication strategy with best-in-class consumer insights practices. Led executive programs consisting of:
· Brand essence, positioning, values and promise development.
· Naming, tone of voice, visual and experiential development.
· Brand architecture strategy.
· Consumer-driven product and service innovation.
· Brand experience design.
· Category disruption and new category development strategies.
Clients: Google, Samsung, Major League Baseball, Colgate, Accenture.
Vice President
(Director, Associate Director, Senior Consultant)
C Space NYC, Boston I 2009 - 2018
· Practice lead of C Space NYC; helped grow office to highest performing portfolio team in the Americas
· Lead strategist for insights-driven brand and marketing strategies for marquee clients.
· Global leader in customer insights methods, analysis and strategic storytelling.
· Pioneer of C Space customer co-creation and innovation methodologies.
· Author of insights-driven thought leadership across industries, segments, media channels and consumer touchpoints.
Clients: L’Oréal, Samsung, Spotify, Viacom, PetSmart, AB InBev, Heineken, Pepsi-Gatorade, Live Nation, Colgate, Hill’s Pet Nutrition, Unilever, Hilton, Citi, Wells Fargo.
Market Research Project Manager
Citizens Bank (MA) I 2006 - 2009
Research Consultant
Nielsen IAG (NYC) I 2004-2005
Research Associate
Spectrum Associates Market Research, Inc. (CT) I 1998 - 2002
Expertise
Insights
Qualitative & quantitative research
(primary, secondary, online, offline, ethnographic)
Needs-based/JTBD analyses; Human truths exploration
Category audits & visions
Creative testing
Brand tracking
Purchase and consumer journey mapping
Iin-depth, psychological, attitudinal, emotive techniques and analysis
Strategy & Activation
Brand & communications strategy
Positioning & brand architecture
CX & brand experience design
Product & service innovation
Creative, comms & experiential brief development Brand playbook creation
Leadership
Team leader, manager & mentor Business portfolio lead
Activation workshop facilitator
Cross-team connector & collaborator
Master storyteller
Thought leader
Education
Boston University
M.A. Sociology I 2002 - 2004
B.A. Sociology I 1996 - 2000