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Work Background
Performance Branding ConsultantsHead of Brand Strategy
Apr. 2023United States- Primary market research, Qualitative and Quantitative
- Leadership problem framing Workshops
- Brand Strategy Development
- Brand Campaign Development
LogitechGlobal Head of Brand Planning
Nov. 2021 - Apr. 2023San Francisco Bay Area · RemoteLed CMO’s vision to become an iconic brand by driving strategic marketing transformation throughout the global org through brand strategy, creative execution, audience development, and drive the BUs growth goals.
- Revamped the internal creative process to translate individual BU product marketing goals into creative challenges to drive business growth
- Instituted a Planning Team intro roadmap, immediately impacting the broader Brand Team engagement process, exposing the global org to strategic brand thinking
- Established a unified target audience with associated KPI frameworks, instituted global brand tracking and distributed research platform
Russell ResearchVP Strategy
Nov. 2016 - Nov. 2021Greater New York City AreaRussell is a custom research consultancy. We are a team of insights professionals and strategists who help you navigate your unique market to address audience needs, optimize customer experience, and see around corners to capitalize on what’s next. Our Leverage Our HumanLens Approach to Drive Brand Growth:
- Understand deep-seated emotions and non-conscious drivers of choice
- Place events and patterns into underlying systems and mental models
- Go beyond traditional category definitions to directly address user needs
- Identify meaningful signals of cultural and behavioral change
- Isolate the touchpoints and inflection points that hold the primary opportunity for brand involvement.
HugeVP Research
May. 2013 - Nov. 2016Brooklyn, NYLed a team of 15 direct reports, managing research globally across the entire footprint of the company including the US, South America, Europe, and Asia, creating apps and websites, developing products, driving strategies, and assessing campaigns, improving the profile of market research within large organizations across the globe Established an engagement process, emphasizing human-centered strategy and consulting for digital, physical, and strategic products, placing the individual consumer is at the center of the process, strengthening the relationship with the client, and ensuring that the custom needs of each client are met Created client-facing mixed methodology insight tools, combining qualitative and quantitative data with a single investigation or sustained program inquiry, developing the tools and delivering them to clients, providing a single tool to gather more complete and accurate data Oversaw researching strategy, understanding staffing needs and ensuring those needs were met, growing profitable staff utilization from 60% to 85%, and expanding Direct Reports from 2 to 12 over 3 years Executed Problem Framing workshops and Design Sprints tactics, a decision-making process involving an innovative, human-based method of assessment, empathizing, defining, co-creating product details, developing prototypes, testing products with users, gathering feedback, and improving the product based on feedback, ensuring high-quality products
Russell ResearchDirector, Qualitative Research Practice
Apr. 2005 - May. 2013Built and launched the stand-alone qualitative research facility, Focused Crossroads, leading a team of 2 direct reports and 15 recruiters, growing this sector of the organization to 1/3 of billing Partnered with Global CPG and technology clients to establish Customer Experience Programs, developing internal research departments, analyzing data, driving the value impact on products, and improving customer interactions and perceptions Impactful in researching and launching advertisements for major companies including Verizon’s “Can You Hear Me Now” campaign, testing these advertisements qualitatively and analyzing feedback, improving the overall effectiveness of the campaign
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