Hazelden Betty Ford Foundation

Customer Insights Director

Ignite 360

I drove organizational excellence in a dynamic and fast-paced client service consultancy leading an ensemble of insights directors, designers and project managers located across the country.  Identifying opportunities, setting goals and developing plans are my forte.  Gaining alignment and empowering my teams to turn plans into action, I brought accountability through communication and a dogged attention to collective purpose.  I delivered inspiring consumer &  shopper insights, cultural and market trends and data to inform business strategy for an impressive list of Fortune 500 clients.  I facilitated best-in-class innovation, shopper and core consumer profiling initiatives spanning CPG, retail, entertainment, healthcare and technology sectors.  I'm fluent in BtoC and BtoB and am skilled at creating and rolling out learning programs and processes to yield deeper insights, attention-grabbing creative solutions, and superior strategy.  I am a skilled moderator,  facilitator,  researcher and story crafter. Passionate about bringing the voice, behaviors, needs and values of customers into business and brand decisions, I believe in the power of guiding business teams through listening and learning experiences to build new, better, more meaningful -- and yes, more profitable -- product and service solutions.

Insights Leader / COO

Starbucks

As a founding member of Starbucks FDMC shopper insights team, I served an integral role as the driver of foundational learning, data solutions, capabilities building, knowledge management and research processes for the entire channel organization.  Key accomplishments include:

Led path to purchase insight identification to inform transformational aisle reinvention, optimal assortment and shopper marketing programs at Tier 1 and Tier 2 retailers.  Featured in Dec. 2012 issue of Shopper Marketing Magazine  http://www.shoppermarketingmag.com/2012-12/

Designed and executed in-market test protocol for Starbucks Signature Aisle pilot at retail.   

Took on additional marketing responsibilities outside scope of insights role to advance use of interactive digital touchscreen technology in grocery as a way to increase shopper engagement, coffee category education and improve shop-ability.  

Developed annual strategic learning plan addressing priority knowledge gaps for FDMC channels and all brands.  

Created framework and activated best-in-class post-promotion analysis program to include ROI measurement, shopper and retailer deep-dives on key initiatives and predictive shopper marketing tactic testing.

Partnered with global consumer insights in execution and roll-out of behavioral & attitudinal segmentation adopted across the channels organization to identify highest value consumer and shopper targets.

Led broad market structure initiative to identify consumer switching behavior, uncover white space for innovation and drive Starbucks portfolio strategy in channels

Shopper Insights Manager

General Mills Inc.

Provide consumer insights leadership in support of bakery & restaurant solutions for General Mills.  Work in partnership with marketing, category management and sales to drive growth within our largest customers.  

Led 5 person team supporting in-store research for all brands and business units.  Team focused on designing and executing observational and qualitative research to address new product development, promotion and packaging needs.  Efforts were applied to retail customer, category and aisle growth initiatives in partnership with Sales, Category Mgmt and Shopper Insights teams.

Manager - Consumer Insights

*Conduct proprietary qualitative research to provide shoppers' perspectives to division brand teams.
* Review and integrate past research to develop cohesive insights story and drive business action.

Sr. Consumer Insights Associate

GfK Custom Research Inc.

Research Manager

Specialties: Innovation & new product development, customer target i.d. and segmentation, customer experience and journey mapping, qualitative, shopper and retail experience, use-ability, package evaluation, observation/ethnography, survey design & development, sample management, consumer co-creation, brand stretch & brand renovation, facilitation, messaging strategy, method development, training

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