Experience

California Mobility Center

• United States
• Automotive
• 1 - 100 Employee

• Director of Marketing And Public Relations

  • Nov 2020 - Present

  •Agency & Team Management: Direct 8 team members in a fast-paced clean transportation start-up; streamline planning and execution of marketing, public relations, and events, fostering collaboration across departments, partners, and executives. •Strategic Leadership: Elevated to leadership team to shape corporate strategy, leveraging insights to influence company direction and contribute to success. •Budget: Managed contracts and budget of $1.7 million over 3 years.•Branding: Innovated CMC's brand platform from scratch, establishing memorable brand identity across all communication channels, driving recognition and loyalty.•Communication Plans: Devised comprehensive plans and calendars for digital and traditional channels, delivering cohesive messaging, brand imagery and creative concepts that resonated with targets, boosting exposure. •Channel Growth: Created content and grew all social channels, website, and traditional marketing (media/video production, collateral, etc.) for the launch and growth of CMC. Created positive imagery and aligned with strategy and met objectives. •Media: Leveraged limited budget for effective paid media strategy, driving 2,500,000+ impressions and 21,000+ website sessions in 2021- 2022, amplifying brand visibility. Monitored, tracked, and analyzed the impact of spend and lift.•Public Relations: Distributed 15 releases in 2 years, capturing media attention, resulting in 9+ earned articles, 500+ syndicated pieces, numerous social posts, and coordinating interviews with press and executives. Orchestrated high-profile CMC press events, bolstering company reputation, and fostering relationships.•Executing Events: 20+ mobility events, overseeing booth design, panel coordination, and speaker support, enhancing CMC's brand and network. Conceptualized and executed CMC Showcase '22 in 3 months, successfully attracting 330+ attendees, managing press and all aspects of showcase from planning to execution, showcasing client products. Show less

• Manager Marketing and Public Relations

  • Jul 2019 - Nov 2020

  Launched company’s first marketing and communication strategy for a fast-paced hyper-growth non-profit start-up focused on commercializing clean/future mobility products and services. Proven ability to work in a start-up environment with limited spend on complex and innovative initiatives with internal departments, board members, leadership, and external partners. •Team Development: Hired advertising agency and contractors to grow a high-performing team while directing the work of contractors and external vendors. Served as a mentor to direct team while building processes and products across business units.•Brand Identity: Worked with small boutique agency to understand the unique value proposition that the CMC provided by interviewing stakeholders, members, and industry leaders. Conducted primary and extensive secondary marketing research to develop brand identity elements and logo that resonated with target audience and conveyed the essence of the CMC. For complete brand guidelines and logo suite visit download site listed below.•Work Examples: https://www.californiamobilitycenter.org/ and https://www.californiamobilitycenter.org/download-center and https://www.linkedin.com/company/8264408/admin/ Show less



SMUD

• United States
• Utilities
• 700 & Above Employee

• Senior Strategic Planner, New Business Development

  • Dec 2017 - Present

  •Created a new net revenue program, Infrastructure as a Service, a full-service program to assess, design, construct and maintain electric vehicle chargers for residential and commercial customers.•Conducted conjoint research to understand customer profiles and preferences for internet services and define market share and distribution for each provider, including SMUD potential market take rate as a new business opportunity. Price, speed, and brand were choice attributes.•Developed business cases for new energy products and services that leverage SMUD's intellectual property and expertise to generate new revenue streams. Skills included contract negotiation, business model development, competitive analysis, market, and financial evaluation. •Created executive steering committee charters and presented complex information and recommendations to executives. Managed strategic directive tracking report for board members to review and understand business opportunity risks, revenue potential, P&L actuals versus budget and key performance indicators (KPI). Show less

• Prinicipal Marketing Research Specialist (Analytics and Insights)

  • Jul 2007 - Dec 2017

  •Primary Research Analysis: Performed comprehensive qualitative and quantitative research, evaluating programs and services to inform data-driven decision-making and strategy formulation. Various statistical methods for generating actionable analysis and insights. •Rebranding Research ($1.7B Company): Assisted with writing RFP and evaluating proposals. Served as qualitative and quantitative research lead for company-wide rebranding effort, collaborating with Siegel + Gale and internal stakeholders, and actively contributing to successful implementation. Conducted brand evaluation and identity work and tested creative visual and verbal platforms. Helped implement new brand platform across SMUD.•Market Studies: Delivered actionable insights to optimize offerings and drive growth by spearheading and leading numerous studies concentrating on segmentation, product development, and customer marketing programs, including electric vehicle research.•Contract & Vendor Management: Cross-leveraged relationship building and interpersonal skills to effectively manage $1M research contract and multiple vendors, ensuring timely delivery of high-quality results and fostering strong, productive relationships.•Knowledgable on all aspects of research design from research briefs, screeners, moderator guides, questionnaire development and sampling plan design. Show less



Intel Corporation

• United States
• Semiconductor Manufacturing
• 700 & Above Employee

• Senior Marketing Researcher (Analytics and Insights)

  • Jan 2005 - Jul 2007

  •Campaign Evaluation: Charged with complete oversight of $2M continuous quantitative in-market tracking study, evaluating Intel's $98M direct campaigns (marketing, media, and communication analytics) for business and consumer products across multiple countries. Explored effectiveness of campaigns to understand recognition, brand reach, brand linkage, motivation, messaging and more. •Product Development Research: Managed and developed numerous qualitative and quantitative research for new product development for specific market segments, focusing on current and future mobile platform products (handhelds and laptops) worldwide. Trained in Voice of the Customer research focusing on turning customer feedback into action that drives business results. •Quantitative Location Aware Research (US, UK, and Japan): Quantitative study to understand the needs around location awareness of consumers and to prioritize needs to generate compelling ideas of related use cases for future platforms (prior to iPhone). Recommended focus on locating places, shopping and product information, destination information, and locating friends. •Qualitative Use Case Development & Testing: Better understand the needs around location awareness of end-users in US, UK, and Japan. Prioritize needs among end-users to generate compelling ideas of related use cases to potentially enable in future platforms. •Brainstorming & Concept Development: Conducted brainstorming sessions with Intel teams and “lead consumers” to address needs around GPS. Designed product concepts to address end-user needs to be tested in marketplace. •Global Product Launch Collaboration: Collaborated closely with Intel's agency (McCann Worldgroup) and cross-functional teams across geographies, effectively launching products worldwide and strengthening the company's market presence. •Panel Information: Tech panel to understand usage on platforms and measure consumer electronics penetration across segments. Show less



Sega of America, Inc.

• United States
• Computer Games
• 200 - 300 Employee

• Senior Consumer Marketing Researcher (Analytics and Insights)

  • Jan 2000 - Apr 2002

  •Consumer Research: Primary researcher using qualitative and quantitative methods for consumer insights, analytics, communication studies, and retail processes and operations in the U.S. market. Understand all aspects of research design. Examples below, but not limited to: •Commercial Ad Testing: Conducted quantitative testing to evaluate new commercials for Dreamcast video games. The executions were tested on how engaging they were and on relevant messaging. Other components were likeability, importance, and brand impression. •Innovative Research: Conducted in-home gaming studies and immersion research with panelists to provide authentic messaging and product development. Created a gaming panel of 400 gamers in over 4 cities in the United States for research projects. • Segmentation: Employed gamer segmentation to create profiles of demographic and behavioral traits of the ideal game buyer. Dreamcast Packaging Testing: Tested design concepts for Dreamcast hardware and game design packaging for retail environment. Worked with internal stakeholders, FCB creatives and content generators to test design concepts with research vendors. •Trends and Market Analysis: Determined market potential specific to electronics, retail, and consumer markets, guiding strategic decision-making. Collaborated with sales and analysts to report on industry trends in retail & electronic devices, staying ahead of market shifts. •Worked with vendors and advertising agencies such as, but not limited to: Foote Cone and Belding, IPSOS, Forrester, Q scores, Jupiter Research, etc. Show less



Levi Strauss & Co.

• United States
• Retail Apparel and Fashion
• 700 & Above Employee

• Marketing Researcher (Analytics and Insights)

  • Jan 1995 - Jun 1997

  •Consumer Research: Served as primary researcher using qualitative and quantitative methods for numerous studies such as customer/gamer insights, analytics, communication studies, and retail processes and operations in the U.S. market. •Levi’s Jeans for Women Packaging System Research: Provided consumers new packaging and POS that communicated size differences. Conducted study that provided recommendations on packaging and size stickers, new product locator system, and cut communication. •Shopping Studies: Conducted qualitative research to determine how target searches for casual sportswear when shopping in store, understand how consumers perceive and respond to clothing sold in department, and attitudes and shopping for their clothes. •Syndicated Research: Used NPD (now IRI) and other data to understand women’s bottoms market for category trends. •Innovative research techniques with ethnography research including video diaries, in-home studies, and secret shopper research for LS&Co. •Created and managed a panel of over 1000+ trendsetters in the U.S. and UK to evolve marketing and product development for LS&Co. Competitive assessment, industry trends, and SWOT analysis experience for LS&Co. Show less


Pacific Gas and Electric Company
• United States
• Utilities
• 700 & Above Employee
• Marketing Researcher/Program Manager

  • Jul 1993 - Jun 1997