Expert Details
Marketing Strategy and Marketing Research
ID: 735318
Massachusetts, USA
Currently, Expert’s practice focuses on marketing strategy and the associated marketing research that drives actionable plans. Expert designs and conducts qualitative studies utilizing a variety of methodologies, including in-depth interviews, focus groups and mini-groups. She is equally experienced with quantitative methodologies and is passionate about using the analysis of data only to support a strategic story that is directly useful to the client.
Expert has worked with law firms to gather customer and consumer information needed to provide support for cases including but not limited to, misleading labeling, confusion at shelf and pricing perceptions.
Expert’s marketing strategy work incorporates data from custom or previously conducted primary marketing research with secondary sources to create strategies and tactics to bring products and services to market within desired timing and budgetary parameters. She maintains a keen focus on the customer to ensure that the recommendations effectively address customer needs develop insights that have inherent appeal to the target audience. She works closely with her clients to clearly define consumer requirements and develops strategies which enable her clients to adapt and grow their businesses to address current needs and anticipate future ones.
Expert’s industry experience includes, but is not limited to:
Industry
Partial Client List
Arts/Cultural
MFA, Boston Jewish Film Festival, Berklee College of Music, Newton Choral Society
Retail
Kroger, Samsung
Food/Beverage
ConAgra, Brachs, Heinz
Consumer Products
Colgate, Galderma
Business Services
Aquent
Consumer Technology
Litl
Higher Education
MIT Sloan School of Management
Prior to beginning her career in marketing and research, Expert worked as an organizational development consultant. Her experience in this area has served her well in terms of harnessing the interaction and behavior of individuals, groups and organizations to move projects forward and socialize initiatives.
Expert resides in Brookline, MA and holds a B.A. in bioengineering and psycholinguistics from Yale University and a MBA from the Yale School of Management.
Education
| Year | Degree | Subject | Institution |
|---|---|---|---|
| Year: 1988 | Degree: MBA | Subject: Marketing | Institution: Yale School of Management |
| Year: 1981 | Degree: BS | Subject: Engineering/Pscyholinguistics | Institution: Yale University |
Work History
| Years | Employer | Title | Department |
|---|---|---|---|
| Years: 1996 to Present | Employer: Undisclosed | Title: Principal | Department: |
Responsibilities:Founded marketing strategy/marketing research consulting practiceProvide strategy, branding/positioning, analysis, marketing and product/packaging/concept development and data analysis consulting services. Partner with clients to develop “voice of customer” insights, products, strategies and implementation Design, conduct and analyze qualitative, quantitative and hybrid marketing research engagements Serve clients in numerous industries, in both non-profit and for-profit sectors Work with clients of all sizes, from Fortune 500 companies to early-stage startups |
|||
| Years | Employer | Title | Department |
| Years: 2007 to 2017 | Employer: MIT Sloan School of Management | Title: Internal Consultant, Associate Director of Brand Strategy | Department: Marketing and Communications |
Responsibilities:Collaborated with the Office of the Dean on strategic projects affecting the School as a wholeCrafted strategy to manage and maximize knowledge generated through faculty research to raise the visibility of both the School and individual faculty members Led comprehensive re-branding initiative, including strategy, messaging development and visual presence guidelines Designed and conducted marketing research to externally-facing, to assess attitudes and perceptions of various target audiences Partnered with Associate Dean to develop and execute a faculty colloquium in conjunction with the 150th anniversary of management education at MIT |
|||
| Years | Employer | Title | Department |
| Years: 1995 to 1997 | Employer: Dunkin' Donuts, Inc. | Title: Director of Brand Equity, Director of Retail Business Innovation | Department: Operations |
Responsibilities:Led change management initiative to refocus the business on the customer to maximize company/Franchisee growth and profitInternal consultant to the organization to ensure Brand integrity maintained in all initiatives Responsible for design and implementation of all shop operating systems Managed content for first National Convention in 17 years to launch new retailing focus Worked with cross-functional team to develop Franchisee Leader role and Council structure Developed and managed Brand Equity Measurement System implementation and resulting action plans Supervised customer response system, with service agents in headquarters and Zone offices |
|||
| Years | Employer | Title | Department |
| Years: 1993 to 1995 | Employer: Dunkin' Donuts, Inc. | Title: Product Marketing Manager | Department: Marketing |
Responsibilities:Managed Brand group responsible for $630MM Coffee and Bakery businessIdentified, developed and launched flavored coffees and low-fat muffins Led strategy and production of numerous national and local advertising and POS campaigns Wrote and implemented Brand strategy, marketing and promotional plans Managed numerous marketing research projects dealing with new product launches and advertising |
|||
| Years | Employer | Title | Department |
| Years: 1990 to 1993 | Employer: Kraft General Foods (Pollio Dairy Products) | Title: Marketing Manager | Department: Marketing |
Responsibilities:P&L responsibility for Snack, Ricotta and Grated product lines, totaling $47MMReversed snack category and Brand declines to grow volume +3.9% and +4.8% respectively Led concept and new product development product for pipeline of new snack products Wrote strategy and produced advertising for new snack launch, increasing share +10 points Managed test markets for specialty cheese/Ricotta and rolled out successful key line extensions Total Quality facilitator for numerous cross-functional teams Developed and moderated consumer panel Oversaw all marketing research efforts for the brands under my stewardship |
|||
| Years | Employer | Title | Department |
| Years: 1989 to 1991 | Employer: Procter & Gamble Company | Title: Brand Assistant | Department: Marketing |
Responsibilities:Designed and executed quarterly promotion plans and wrote annual promotion analysis and reviewFormulated pricing strategy for jumbo SKU; SKU shipments +40%/Brand shipments +15% Created and implemented Hispanic and Anglo integrated marketing/advertising program Managed and analyzed multiple qualitative and quantitative research projects |
|||