Expert Details

Expert in Marketing Strategy and Marketing Research

Expert ID: 735318 Massachusetts, USA

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Expert has over 30 years of experience in marketing research and marketing strategy. At major companies such as Procter & Gamble, Kraft Foods and Dunkin’ Donuts, she worked across disciplines, including marketing research, branding/positioning, new product/concept development, brand management, marketing strategy and operations.

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 Responsibilities
Years: 1996 to Present Employer: Undisclosed Title: Principal Department: Responsibilities: Founded marketing strategy/marketing research consulting practice

Provide 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: 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 whole

Crafted 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: 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 profit

Internal 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: 1993 to 1995 Employer: Dunkin' Donuts, Inc. Title: Product Marketing Manager Department: Marketing Responsibilities: Managed Brand group responsible for $630MM Coffee and Bakery business

Identified, 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: 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 $47MM

Reversed 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: 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 review

Formulated 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

Fields of Expertise

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