Kelly Repass
Director, Global Research at International Association of Amusement Parks and Attractions (IAAPA)- Claim this Profile
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Bio
Heather Danks
Kelly is a great marketing research partner and a true advocate for her business. She is a natural leader! As one of Kelly’s suppliers for the last five years, I always appreciate her depth of industry knowledge and willingness to collaborate. Kelly flawlessly manages projects, with both an eye for the big picture and more granular details. One of her strengths is customer experience, where she demonstrates a true compassion to understand drivers for improvement and then works within to execute change. Kelly would be an asset to any team!
Toni Caracciolo
I've worked with Kelly for several years at SeaWorld Parks & Entertainment both at the corporate level and park. Kelly's skills, talent and insights are simply the best in the business. She proved time and time again that her work in ensuring the correct methodology was as well hands on commitment to each research project resulted in actionable action steps. Kelly's leadership as a research professional is proven as she's experienced working with all levels of company management, including leading research projects for the CEO as well as Board of Directors.
Heather Danks
Kelly is a great marketing research partner and a true advocate for her business. She is a natural leader! As one of Kelly’s suppliers for the last five years, I always appreciate her depth of industry knowledge and willingness to collaborate. Kelly flawlessly manages projects, with both an eye for the big picture and more granular details. One of her strengths is customer experience, where she demonstrates a true compassion to understand drivers for improvement and then works within to execute change. Kelly would be an asset to any team!
Toni Caracciolo
I've worked with Kelly for several years at SeaWorld Parks & Entertainment both at the corporate level and park. Kelly's skills, talent and insights are simply the best in the business. She proved time and time again that her work in ensuring the correct methodology was as well hands on commitment to each research project resulted in actionable action steps. Kelly's leadership as a research professional is proven as she's experienced working with all levels of company management, including leading research projects for the CEO as well as Board of Directors.
Heather Danks
Kelly is a great marketing research partner and a true advocate for her business. She is a natural leader! As one of Kelly’s suppliers for the last five years, I always appreciate her depth of industry knowledge and willingness to collaborate. Kelly flawlessly manages projects, with both an eye for the big picture and more granular details. One of her strengths is customer experience, where she demonstrates a true compassion to understand drivers for improvement and then works within to execute change. Kelly would be an asset to any team!
Toni Caracciolo
I've worked with Kelly for several years at SeaWorld Parks & Entertainment both at the corporate level and park. Kelly's skills, talent and insights are simply the best in the business. She proved time and time again that her work in ensuring the correct methodology was as well hands on commitment to each research project resulted in actionable action steps. Kelly's leadership as a research professional is proven as she's experienced working with all levels of company management, including leading research projects for the CEO as well as Board of Directors.
Heather Danks
Kelly is a great marketing research partner and a true advocate for her business. She is a natural leader! As one of Kelly’s suppliers for the last five years, I always appreciate her depth of industry knowledge and willingness to collaborate. Kelly flawlessly manages projects, with both an eye for the big picture and more granular details. One of her strengths is customer experience, where she demonstrates a true compassion to understand drivers for improvement and then works within to execute change. Kelly would be an asset to any team!
Toni Caracciolo
I've worked with Kelly for several years at SeaWorld Parks & Entertainment both at the corporate level and park. Kelly's skills, talent and insights are simply the best in the business. She proved time and time again that her work in ensuring the correct methodology was as well hands on commitment to each research project resulted in actionable action steps. Kelly's leadership as a research professional is proven as she's experienced working with all levels of company management, including leading research projects for the CEO as well as Board of Directors.
Experience
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IAAPA
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United States
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Non-profit Organization Management
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100 - 200 Employee
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Director, Global Research
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Oct 2021 - Present
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The Walt Disney Company
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United States
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Entertainment Providers
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700 & Above Employee
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Consumer Insights Manager
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Apr 2020 - Oct 2021
Led research and insights related to digital & technology initiatives. Collaborated with cross-functional teams to support business strategies with data-driven insights. Managed all aspects of quantitative and qualitative research to help drive strategy, identify opportunities and enhance the guest experience. Oversaw project management, methodology, survey and sample design, data collection, analysis, reporting and presentation. Led research and insights related to digital & technology initiatives. Collaborated with cross-functional teams to support business strategies with data-driven insights. Managed all aspects of quantitative and qualitative research to help drive strategy, identify opportunities and enhance the guest experience. Oversaw project management, methodology, survey and sample design, data collection, analysis, reporting and presentation.
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Royal Caribbean Group
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United States
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Travel Arrangements
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700 & Above Employee
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Manager, Market Research & Consumer Insights
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Nov 2018 - Apr 2020
Headed global research and insights program for Celebrity Cruises to guide strategy, marketing, operations, product development and capital planning. Partnered with senior leaders and stakeholders to turn insights into business strategies. Executed all aspects of primary research in key source markets as well as onboard the ships. Optimized budget and managed vendor contracts and relationships. Oversaw brand health tracking study to evaluate advertising effectiveness and brand performance. Conducted advertising testing and monitored marketing content performance. Distilled and disseminated relevant trends and competitive intelligence to strengthen marketing and sales strategies.Managed comprehensive guest satisfaction program. Partnered with operations, revenue management, entertainment and product development teams to improve guest experiences and business performance.
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SeaWorld Parks & Entertainment
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United States
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Entertainment Providers
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700 & Above Employee
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Senior Director, Consumer Research & Insights
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Aug 2007 - Aug 2018
Led global research & insights strategy for company-wide initiatives and 12 theme parks (SeaWorld, Busch Gardens, Aquatica, Discovery Cove and Sesame Place brands). Directed quantitative and qualitative research, competitive assessment, analytics and actionable insights to support business objectives and growth opportunities.Collaborated with corporate and park leadership to establish a consumer-centric culture leveraging research, internal data and external trends to evolve business strategies and improve customer satisfaction, attendance and revenue. Guided and executed all aspects of primary research in key markets as well as in-park. Actionable insights steered strategic planning, evolved marketing communication, guided product development and maximized the guest experience. Oversaw comprehensive guest satisfaction tracking program to optimize the guest experience in all 12 parks. Incorporated online dashboard to increase data access and utilization as well as reduce reporting cost. Added key driver analysis and NPS to enhance value and prioritize areas for park investment. Designed and executed critical brand reputation research to guide company turnaround. Implemented a corporate reputation study, consumer sentiment research and a quarterly tracking study for the SeaWorld brand. Concept tested advertising, attractions, ticket products, loyalty program offerings and new business opportunities to guide product development and positioning.
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Visit Orlando
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United States
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Travel Arrangements
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200 - 300 Employee
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Senior Director, Research & Insights
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1996 - 2007
Championed global research, analysis and insights for Orlando's destination marketing organization. Designed and executed global research related to tourism marketing, convention sales programs, brand strategy, advertising campaigns, economic impact, member satisfaction, competitive assessment and consumer travel behavior. Directed all aspects of consumer and business partner research, including project and vendor management, study design, implementation, analysis, reporting and presenting results with actionable insights. Information supported destination planning, communications, advertising campaigns and member engagement. Partnered with executive team on strategic planning and brand management to ensure Orlando’s position as a premiere leisure and convention destination. Consulted with member organizations on their marketing plans and capital development opportunities to maximize their business success.Regularly presented research insights and industry trends to member organizations, community partners, government leaders and board of directors. Frequent speaker at travel industry conferences. Led Research Committee consisting of community research and marketing professionals to foster communication and share best practices. Analyzed secondary data and competitive intelligence to strengthen programs and strategies. Authored visitor profile reports and other summary documents to communicate destination performance.
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Universal Orlando Resort
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Entertainment Providers
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700 & Above Employee
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Research Manager
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1994 - 1996
Collaborated with executive team on strategic planning and business development initiatives. Conducted research and feasibility for the beginning stages of expansion from one theme park to a second park and entertainment complex. Executed all phases of quantitative and qualitative research. Managed on-site research partner and oversaw all operations for in-park research. Managed the guest satisfaction tracking study, including methodology, survey design, trending and analytical tools, reporting and vendor management. Initiated action planning sessions with leadership to utilize results for marketing programs and operational improvements to maximize satisfaction, attendance and revenue.
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Education
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Penn State University
Bachelor of Science - BS, Commercial Recreation & Tourism, Business Administration
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