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Work Background
Maru/MatchboxSVP, Insights
Mar. 2020 - Oct. 2021Global
sparks & honeyVP, Cultural Strategy
Dec. 2016 - Aug. 2018sparks & honey is the first and best cultural intelligence consultancy helping organizations understand explosive and immediate cultural shifts. Created the Cultural Relevancy Index, as well as Cultural Roadmap, both firsts for sparks & honey and McDonald's. Led the cultural strategy group and work alongside partners from CM, DDB, Alma, and Burrell. Award-winning and business growth ideas like Rick & Morty, Shambow and Where does Coke taste best?--a risky, unbranded yet ultimately award-winning SEO idea
The DAME CollectiveFounder/CSO
Aug. 2015Worldwide• Fractional C suite consultancy for fintech, gaming, CPG, healthcare. • Created Brand from beginning as contract VP, Brand for new fintech brand
• Designed qualitative + quantitative studies that shaped new brand platforms and go to market plans.
• Partnered with leadership teams to build 3 year growth roadmaps and integrated marketing strategies.
Pitch partner for multiple agencies; creative brief whisperer, fractional CSO
GSD&MStrategy & Insights Director (Contract)
Oct. 2014 - Mar. 2015Austin, Texas AreaSuccessfully finalized a 6-month contract with GSD&M to successfully launch new campaign for PetSmart.
BrainJuicerEVP, Global Insights
Jan. 2012 - Aug. 2014GlobalLed global research team; helped create internal innovation programs for companies like P&G; Developed mobile and social listening tools, as well as real-time consumer qualitative tools; Led research/marketing programs for clients in Russia, Turkey, Mexico, Japan, South Africa, South America, the EU and the US; trusted consultant for senior clients.
BrainJuicerSVP, Juice Generation
Jan. 2012 - Jul. 2014AustinBrainJuicer is a Behavioral Economics based research and consultancy firm
• Led global team of qualitative research consultants (London, Shanghai, Sao Paulo, Austin, Netherlands); resulting in 24% growth of business the first year • Part of a 3-person US executive team that gained new clients, grew business and helped to solidify year over year growth between 19% and 30%
• Drove the improvement of qualitative tools, all based on Behavioral Economics • Developed and managed overall budget.
• Led innovation work for my highly valued clients, specifically Procter & Gamble - Panama, Russia, Brazil, Turkey and the US
• Led the redefining and energizing a 25-year old laundry brand in Mexico, identifying seven new consumer needs and developed an actionable go to market strategy for new product and new marketing.
• Helped lead a rapid prototyping product development team that designed a new incontinence product by understanding the consumer needs and market demand and addressing the gaps in the market place
GSD&MSVP, Director of Strategy & Insight
Jun. 2000 - Jan. 2012Austin, Texas, United StatesIn addition to leading the planning function at agency, I led strategy and insight function on specific accounts including Southwest Airlines, Kohler, Cancer Treatment Centers of America, The US Air Force, BBVA Compass and more.
--Created a business round table of notable subject matter experts for agency and clients
--Led groundbreaking interaction with virtual worlds --Led foray into connections planning as well as knowledge teams For Southwest Airlines, I was part of the team that helped grab close to $900 million and 1% market share by NOT charging for bags. For BBVACompass, the team successfully launched a new bank in a culture that wasn't too happy with banks and bankers by focusing efforts on a typically underbanked segment.
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201253 people
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CEO / Leadership Coach / Career Strategist / Instructional Designer / Curriculum Consultant @ Expanding Leaders
15
Project Manager, Consultant
15
Production Assistant