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Work Background
Iris FlexFounder & CEO
Oct. 2024New York, United StatesIris Flex is a profitable research and strategy firm translating behavioral segmentation and trust signal mapping into actionable GTM, product and organizational strategies. Our methodologies drive measurable outcomes across editorial platforms, product strategy and audience engagement for mature and AI-native organizations. We partner with marketing, innovation and executive teams to accelerate transformation and guide long-term growth.
Audacy, Inc.Senior Vice President, Head of Research and Insights
Feb. 2020 - Oct. 2024New York, NYI centralized the research function and established processes to disseminate actionable insights across the sales organization. My work arms local and national ad sales teams with data-driven insights for marketing communications. I develop comprehensive research strategies aimed at driving business growth, enhancing audience engagement, and optimizing advertising effectiveness across all platforms. I oversee a team of research professionals responsible for generating actionable insights and delivering data-driven solutions to both internal stakeholders and external partners.
I structured and trained a team of analysts to ensure departmental efficiency and expertise.
I engineered streamlined processes that effectively bridge datasets, supported by a nimble team and automation tools, resulting in significantly reduced delivery times and scalable outputs, benefiting the entire company and the Audio industry. In 2023, I drove significant YOY growth metrics, achieving material increases in the team's business volume and in revenue from closed deals that employed custom research. I contributed to high-value deals with pivotal research-driven insights, underscoring the efficacy of audio strategies and media plan expansion. I pioneered thought leadership initiatives on Audio consumers, driving increased views and subscriptions to B2B content. Utilizing original research to fuel social media, press announcements, and executive speaking engagements, I positioned Audacy as a leading voice in the Audio industry. I established a data transformation process, demonstrating the impact of sports programming, automating reporting and accelerating market entry. This initiative directly contributed to a revenue stream, making the team profitable.
NielsenVP, Media Analytics Consulting
Jun. 2013 - Feb. 2020New York, New YorkI support clients in achieving their objectives by advising on advertising efficiency based on media effectiveness, optimization, and targeting exercises. I head matrixed teams for maximizing business sales and maintaining and sustaining lucrative relationships with clients during full cycle of business development. I facilitate the client in estimating reach and sales among valuable audiences by innovating and modifying custom analytics products. I design and implemented thought leadership platforms on media trends and AI-driven customer relations by collaborating with cross-functional departments. Related Skills: Client Service Management, Media Strategies Development and Execution, Customer Relationship Management, Business Development and Growth, Cross-functional Collaboration Following is highlight of the value I brought to the Nielsen: ☛ Played an integral role in transferring big data from metered television, digital, and radio panels into meaningful business assets for brands across the US, Japan and China. ☛ Accelerated portfolio revenue 10-fold within the course of five years while consistently improving YOY growth across technology, telecom, public service, and CPG sectors.
NM InciteVP, Client Development - Agency, Media and Emerging Vertical Lead
Jun. 2012 - May. 2013New York, NYIn this capacity, I increased client retention from 25 to 80 percent within six months and exceeded revenue goals in Q4 2012 by 40 percent as the Agency and Emerging vertical lead. I delivered 205 percent of monthly and 17 percent of yearly quota in January 2013.
NM InciteVP of Client Development, Advisory Services
Jul. 2011 - Jun. 2012New York, NYI spearheaded the execution of NM Incite’s first consulting projects for Visa and Pfizer, while highlighting white-space opportunities in social media and creating ROI models for social initiatives. I facilitated senior management, providing subject matter expertise on McKinsey lead engagements to TD Bank and Johnson & Johnson. Related Skills: Project Execution, Business Development, Social Media Strategies Following is highlight of the value I brought to the NM Incite – A Nielsen / McKinsey Company: ☛ Initiated the organization's first consulting initiatives, transforming it from a research to a management consultancy player working with blue-chip clients, such as Sanofi and Verizon.
AuthorImplementing Word of Mouth Marketing
Jan. 2010I published bestselling book Implementing Word of Mouth Marketing: Online Strategies to Identify Influencers, Craft Stories and Draw Customers (Wiley, 2010)
GolinHarrisSenior VP, Interactive Media
Jan. 2007 - Jun. 2011I developed, scaled, and sustained highly-engaged online communities for Playtex Baby, Hawaiian Tropic and Playtex Sport by strategically implementing audience growth strategies and measuring success. I managed the social media crisis response efforts throughout the food recalls involving the National Peanut Board and the United Egg Producers. I served on Word of Mouth Marketing Association’s board, leading on measurement and ethics. Related Skills: Online Community Management, Strategic Planning and Implementation, Social Media Crisis Identification and Resolution, Communication and Collaboration Following are highlights of the value I brought to the Golin Harris International: ☛ Expanded traditional PR plans by introducing new business opportunities across consumer, healthcare, financial, and technology practices with novel ideas. ☛ Increased the staff and organizational productivity by training and motivating Nintendo, Playtex, Olympus of America employees in social media best practices. ☛ Escalated the NY social media practice from inception to five employees, attaining the rank of second highest billable digital team across the organization.
Burson-MarstellerDirector
Jul. 2001 - Jan. 2007I escalated Burson-Marsteller’s profile in international media and marketed the company’s services in North American, European, Asian, and Latin American markets through thought leadership for attracting targeted markets. I attained the stakeholder interest and confidence by identifying clients’ influential stakeholders, using database analytics and measured the success of targeted direct-marketing efforts. I scaled the organizational marketing performance by developing panel of online influencers and introducing online survey tool on efluentials.com. Related Skills: International Business Reputation Management, Market Research and Trend Analysis, Stakeholder Relationship Management, Marketing Performance Evaluation and Improvement Initiatives
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