Senior Director

• May 2022 - Present

Independent Strategy and Insights Professional

• Nov 2018 - May 2022

I am dedicated to delivering breakthrough insights and innovative strategies to agencies, brands and individuals, across a broad spectrum of industry categories and marketing disciplines. Core areas of work: - Developing strategies for agencies and brands. - Mining research results for actionable insights. - Executing primary research across a wide range of terrains, including consumer, client, competitor, category, channel, and culture. - Focus group conception, management, moderation and reporting. Show less

Vice President, Insights & Strategy

• Oct 2017 - Oct 2018

Annex Experience is a Havas Global agency, formerly known as Havas Impact. - Head strategist of experiential marketing division of a global marketing and advertising agency - Member of agency leadership team - Liaison with Havas national strategy group - Contributed to agency repositioning and business strategy - Led strategic direction of business development team; contributed to wins with: Moen, Novartis, Puma, UBER (JUMP Bikes) - Led strategic direction of agency’s existing client roster, contributing to incremental growth of clients, including: General Motors, Keurig, Nature’s Bounty, Peet’s Coffee, Reckitt Benckiser - Instilled creative and communications work with insight-driven strategy - Contributed to industry-facing thought leadership initiatives - Maintained relationship with research vendors Show less

Independent Strategy and Insights Professional

• Sep 2016 - Sep 2017

- Contributed to multiple product development initiatives with Chicago-based spirits brand - Worked with brand and venture capital partner on a series of category and competitive explorations - Developed go-to-market strategies for potential new brand launches - Contributed to multiple product development initiatives with Chicago-based spirits brand - Worked with brand and venture capital partner on a series of category and competitive explorations - Developed go-to-market strategies for potential new brand launches

Senior Director, Strategy & Insights

• Oct 2014 - Aug 2016

Head strategist of privately held experiential marketing agency; member of senior leadership team; contributed to agency’s business strategy Led strategic direction of business development team; contributed to key wins with Airbnb, Char-Broil, Huneeus Vintners, Maserati North America, Small Town Brewery/Pabst Brewing Company, Smithfield Foods, The Wine Group Led strategic direction of agency’s existing client roster, contributing to incremental growth of clients, including: Anheuser-Busch InBev, The Cosmopolitan of Las Vegas, E.&J. Gallo Winery, General Motors (in partnership with Jack Morton Worldwide), Illinois State Lottery, Treasury Wine Estates Contributed to evolution of agency’s Strategic Experience Design Process Instilled creative and communications work with insight-driven strategy Contributed to industry-facing thought leadership initiatives Initiated and maintained relationship with research vendors Key stakeholder in agency internship program Show less

Senior Director of Strategy

• Apr 2013 - Oct 2014

Lead strategist charged with comprehensive roster of clients and brands with focus on Aspen Marketing’s CPG Vertical, including ConAgra Foods, Inc. (Alexia, Banquet, Bertolli, Chef Boyardee, Egg Beaters, Hebrew National, Hunt’s, Kid Cuisine, Manwich, P.F. Chang’s, PAM, Reddi-wip, Rotel, Snack Pack), Pernod Ricard USA (Absolut, Campo Viejo, Chivas Regal, Jameson, Kahlua, Martell), Saputo Cheese USA Inc. (Frigo Cheese Heads) Contributed to Ryan Partnership’s ongoing relationship with Darden Restaurants, leading strategic development of key incremental business win with Olive Garden (kid’s platform) Lead strategist on multicultural efforts, within and without CPG vertical; primary emphasis on Hispanic consumers; strategic development on new business initiatives led by multicultural team Focus on consumer promotions, social media and experiential marketing Strategic lead at multi-agency consortium planning sessions Charged with identifying and negotiating strategic partnerships for consumer promotions with leading entertainment properties including DreamWorks Animation, Fox, Nickelodeon and Paramount Maintained relationships with agency research vendors and services, including Datamonitor, GfK MRI, IBISWorld, Iconoculture, Mintel International Group Ltd., Path To Purchase Institute, Qualtrics Show less

Planning Director

• Jul 2011 - Mar 2013

Led strategic direction of business development team initiatives that successfully added the following companies to the agency’s list of clients: Cabela’s Inc., Crown Imports LLC (Corona Extra, Corona Light, Modelo Especial, Negra Modelo, Pacifico, Somersby Cider, Tsingtao), Mozido (white label financial solutions), Outback Steakhouse, TracFone Wireless, Inc. (Net10, Straight Talk, TracFone) Executed strategic planning and research projects for existing clients, including GE (Kitchen Appliances), L'Oréal Paris, Mondelēz Global LLC (formerly Cadbury/Kraft – Green & Blacks), Navistar, Pernod Ricard USA (Absolut, Beefeater, Chivas Regal, Malibu, Jameson, Kahlua),Sears Holding Corporation (Kmart, Sears) Focused on experiential/consumer engagement marketing, social/digital strategy Contributed to industry-facing thought leadership initiatives Member of internal team charged with developing agency’s multicultural initiative, with primary target of Hispanic consumers Developed, executed and managed array of proprietary qualitative and quantitative research projects with national scope Worked on senior management team and committees related to employee satisfaction, new business strategy and agency growth Managed agency planning department, including employee training, project management, evaluation Maintained relationships with agency research vendors and services, including Iconoculture, Mintel International Group Ltd., MRI (Mediamark Research, Inc.) Show less

Freelance Account Planning Director

• Mar 2011 - Jul 2011

Clients included: Citi (B2B – Retail Partner Cards strategy development and competitive review; B2C – lead planner charged with day-to-day duties related to active suite of direct mail campaigns and loyalty programs), Groupon (competitive review, digital strategy) Sprint (B2B – contact and messaging strategy for core business verticals, B2C – lead planner charged with day-to-day duties related to an active suite of direct mail and digital campaigns) Clients included: Citi (B2B – Retail Partner Cards strategy development and competitive review; B2C – lead planner charged with day-to-day duties related to active suite of direct mail campaigns and loyalty programs), Groupon (competitive review, digital strategy) Sprint (B2B – contact and messaging strategy for core business verticals, B2C – lead planner charged with day-to-day duties related to an active suite of direct mail and digital campaigns)

Freelance Account Planner

• Mar 2010 - Oct 2010

Clients included: Beam Suntory (as Beam Global Spirits & Wine, Inc.: DeKuyper, Jim Beam, Jim Beam Black, Jim Beam Devil’s Cut, Jim Beam Red Stag, Maker’s Mark, Sauza 100 Anos, Sauza Blanco, Sauza Hornitos, Sauza Tres Generaciones; lead planner charged with day-to-day duties related to annual planning initiative and strategic and creative development) Dairy Management Inc. (cross-category/competitive rhetoric study) Heineken USA (Heineken, Heineken Premium Light, Dos Equis, Newcastle Ale; category and competitive research; comprehensive on-premise study) The Kraft Heinz Company (as Kraft Foods, Inc.: lead planner across multiple brands and product lines at Meijer, Safeway, Target and Walmart; oversaw annual multi-agency planning initiative; strategic refresh of “Kraft Lunch Spot” at Meijer Procter & Gamble (Pringles; retail strategy) Show less

Founding Partner

• Aug 2003 - Dec 2009

Launched strategic planning and research consultancy with two DraftWorldwide Consumer Intelligence department colleagues Assisted agencies and brands with decoding and interpreting consumer, industry, and cultural trends Designed and executed traditional and non-traditional consumer research; executed short and long-term account planning exercises Key areas of involvement included account planning; new business development; client services lead; social media strategy, development and listening; qualitative research development, execution and management; competitive research; ideation leadership; trend research (consumer trends/popular culture); focus group moderation Client roster included: 426 Inc. (Turtle Wax) Apostrophe Brands (Kilo Kai Rum) B. Champion Associates, Ltd. (Advanta [B2B]), Draftfcb (Brown-Forman Corporation, DeVry University, Kellogg's, Procter & Gamble, SC Johnson, Sony, Walmart), Frankel/Arc Worldwide (Coca-Cola [Sprite, Nestea Iced Tea]), Grow Marketing (qualitative research) Kaart (R.J. Reynolds Tobacco Company) Kinetic (business development strategy) Legacy Marketing Partners (Burger King, Pernod Ricard, R.J. Reynolds Tobacco Company) Mirrorball (Heineken USA [Dos Equis, Heineken]) Piledriver Marketing, Inc. (DSW, Motorola), TBA Global (Nestle Waters, New Balance) Tribal DDB (Tropicana) Wire Stone (Beam Global Spirits &Wine, Inc. [DeKuyper shots, cordials and liqueurs, Jim Beam, Jim Beam Black, Vox Vodka], Motorola [B2B]) Show less

Account Planner

• Jun 1997 - Apr 2003

Planning, research, new business development; lead strategic partner with creative team, charged with leveraging planning and research expertise to bring relevant advertising communication campaigns to market Built proprietary planning model focused on developing measurable consumer experiential programs Secured business growth within existing client base by identifying key opportunities, and by adding value, utilizing the planning discipline Created an in-house, proprietary popular culture “trend bank,” utilized for delivering consumer intelligence to clients Authored over 500 issues of an in-depth, subscription-based popular culture tip sheet, Daily Dose, used extensively by DraftWorldwide, IPG and its international affiliates, competitive agencies, clients, vendors, and the public Developed, managed, and executed qualitative research projects, including more than 150 focus groups. Sessions included traditional focus groups in research facilities as well as non-traditional sessions in venues more natural for participants, including nightclubs and restaurants. Responsibilities included comprehensive brand research, discussion guide development, moderation, client debriefing, and report writing Managed quantitative and qualitative research projects Executed strategic planning and research projects for diverse clients, including: Anheuser-Busch (180 Energy Drink), Adidas, Audi, Burger King, Coca-Cola (Coke Classic, KMX Energy Drink, Barq’s Floatz), Coors Brewing Company (Coors Beer), DeVry University, Diageo/United Distillers and Vintners (Baileys Original Irish Cream, Jose Cuervo Tequila, Guinness Draught in Bottles, Malibu Rum, Smirnoff Ice, Smirnoff Vodka, and Stolichnaya Vodka), General Motors (Cadillac), Masterfoods/M&M Mars (Milky Way Midnight, Sour Skittles, Peanut Butter Twix), Nike, Pernod Ricard (Bushmills Irish Whiskey and Chivas Regal Scotch Whisky), R.J. Reynolds Tobacco Company (Camel, Winston), Sprint, Questia.com, Unilever (Salon Selectives) Show less