Berkeley, California, United States
Seasoned practitioner with 15+ years in public opinion research focused on narrative framing and positioning. Proficient in quantitative (A&U, ad evaluation, brand strategy, corporate reputation, creative and message testing, segmentation) and qualitative (focus groups, IDIs, usability testing) methodologies. Exceptional communication and relationship management skills.
Managed content marketing initiatives by expanding and sharing our knowledge base within the field of higher education and technology. Developed, designed and analyzed surveys that measured college administrators’ perspectives on how data and technology impact student enrollment, retention, and success. Deliverables included white papers, blog posts, webinars, and conference presentations.
Responsible for design and execution of international survey research for a Big Five company. In response to the Covid-19 pandemic, constructed a message-testing program to combat the narrative around the treatment of frontline workers. Quick-turn insights allowed client to proactively neutralize negative press. Message-testing efficiencies implemented company wide, including improvements to sampling design, programming syntax, and data visualization. Managed a team, focusing on professional development in questionnaire design, sampling plan, and statistical analysis.
Managed and executed end-to-end research for multiple projects, which included writing proposals, developing budgets, negotiating contracts, recruiting interview and survey participants, sourcing and contracting with vendors, managing cross-functional relationships, conducting research, synthesizing data and delivering findings to target audience that meet project goals. Developed and nurtured relationships with funders across the education and edtech landscape to secure new research opportunities.
Collaborated on the development of a predictive model to calculate students' likelihood to enroll at institutions based on their interactions with Schools App product. Oversaw pre- and post-launch product marketing by generating email campaigns, ebooks, videos, and white papers to illustrate the value of incorporating real-time, social behavioral data into college enrollment models. Led content marketing initiatives to increase our thought leadership within the higher education and technology space. Developed, executed, and analyzed survey research designed to better understand our student users. Deliverables included white papers, fact sheets, blog posts, infographics, webinars, and conference presentations. Partnered with product to design A/B experiments and analyze results in order to measure the impact and success of released product features and identify opportunities for product improvements. For example, tested email subject lines and push notification messaging to determine which copy generated the highest student reengagement with Schools App product.
Managed a portfolio of client accounts both global and domestic, primarily situated in the tech, media/entertainment, and CPG sectors and part of the Fortune 500 companies. Grew key client accounts by providing insights to action, which helped develop strong, trusting partnerships. Managed a team, responsible for coaching in the areas of client engagement, problem solving, and storytelling. Partnered with business development team to secure new business, which included project scoping, sampling design, and sourcing costs.