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Work Background
Entrepreneurship for All (EforAll)Mentor & Guest Lecturer
Jan. 2021 - Jun. 2022Longmont, Colorado, United States
Canna-Curious Insights (now under Fordis Consulting)Co-Founder
Dec. 2020 - Dec. 2021Denver Metropolitan AreaCanna-Curious Insights helps cannabis companies boost revenue and customer loyalty using brand strategy and custom market research. Our innovative process leverages the landmark CannaCurious Insights Survey data, budtender focus groups, edibles taste tests, self-administered video ethnographies, in-home use tests, and other market research techniques that get to the heart of understanding consumers, potential consumers, and cannabis industry professionals. We define the canna-curious as people of all legal age who are interested in trying cannabis but aren’t currently doing so. The 2021 CannaCurious Insights survey was completed by over 10,000 people in legal marijuana states — a combination of current cannabis consumers and the canna-curious. Our landmark survey identifies the most impactful drivers for canna-curious customers compared to the traditional THC consumer market. Dispensaries, retail brands, and marketers leverage the data to position themselves to seize the largest un-captured audience and potential net new consumers — the canna-curious.
ThinkNowResearch Director
Jun. 2013 - Jan. 2018Burbank, California* Responsible for handling all aspects of qualitative research from proposal to end delivery.
* Managed overall client relationships and business development, designing research studies, developing and pricing proposals, overseeing the execution of the research projects, and providing consulting services along with analytical insights and recommendations to clients.
* Hand-on project management with constant client interface.
Fordis Consulting: Market Research SolutionsChief Insights Officer
May. 2013Denver Metropolitan AreaI am recognized for strategizing and executing on creative, scrappy, outside-the-box projects and delivering actionable results for clients whose products range from controversial to conventional. My experience spans industries as diverse as cannabis, apps and software, food, alcohol, and other CPG industries. My goal is to be a go-to market research partner committed to delivering Fortune 500 quality insights no matter what your size, stage or industry. Clients choose Fordis Consulting to:
* Boost revenue: Turn more prospects into consumers
* Discover your ideal target consumers: Spoiler alert! They often are different than expected.
* Stand out from the competition
* Optimize new — and existing — products and services Clients rely on me as a thought partner because I deliver results by listening and understanding a client's goals, then reverse engineering a solution and customizing a plan to achieve goals on time and on budget. This custom plan may include live virtual focus groups, one-on-one interviews, and/or online surveys. I get products and concepts in front of your potential consumers so you can gain clarity on how to maximize your next steps.
Q-InsightsDirector Of Operations
Apr. 2011 - Apr. 2013Los Angeles Metropolitan Area
Insightlink CommunicationsResearch Director
Jun. 2008 - Apr. 2010Glendale, California
Pelegrin Research Group, Inc.Director of Research & Operations
Mar. 2000 - Jan. 2008* Designed and maintained quality assurance standards for client deliverables that include qualitative reports and presentations to ensure standards for content, aesthetics and consistency that resulted to strengthening of the company’s brand image.
* Effectively handled client accounts and saved valuable time of the moderators and company principals by reorganizing and prioritizing workloads.
* Flawlessly performed in-person and phone interviews for Fortune 500 companies and other organizations.
* Strategically coordinated functions of research staff while aligning client service with all qualitative research needs.
Marketing MatrixResearch Analyst & Asst. Focus Facility Manager
Sep. 1996 - Jan. 2000Los Angeles, California* Conducted, analyzed and reported findings from interviews with financial advisers and mutual fund shareholders (including top-producing brokers and high net worth investors) as part of an ongoing syndicated mutual fund sales literature study. * Wrote RFPs, secured contract, conducted focus groups and wrote interim reports as part of an economic development grant for the San Fernando Chamber of Commerce. * Created and implemented successful recruiting strategies to increase respondent cooperation while significantly reducing costs. * Supervised research production staff as interim focus facility manager and provided clients service for all qualitative research needs.
Tori SpellingCelebrity Personal Assistant
Mar. 1995 - Mar. 1996Los Angeles, California, United StatesServed as personal assistant to actress on the hit show, “Beverly Hills, 90210.”
CONGRESSMAN Henry A WaxmanCongressional Intern
Jan. 1984 - May. 1984Washington, District of Columbia, United StatesServed as intern to the head of the Congressional Subcommittee on Health and the Environment whose district was in Los Angeles County and based in West Hollywood.
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