Freelance Writer - Cincinnati, OH May 2009 to Present
Write articles for various online sites, including eHow Money, Chron.com and Livestrong. Write copy for sales letters, brochures, ads and radio commercials. Available for long-term assignments or contract work.
MSA Research & Consulting - Cincinnati, OH Marketing Research Director May 2002 - 2009
Conducted and managed all marketing research activities—both primary and secondary.
Specialized in customer service, ATU tracking, product, advertising and pricing research.
Wrote detailed marketing research reports, executive summaries and presentation pieces for all client companies.
Helped start-up companies with their advertising and marketing plans. Worked on projects for many large corporations, including P&G, Reader's Digest, the Houston Chronicle, US Bank and The Berry Company.
TOTO USA – Atlanta, GA Marketing Research & Strategy Manager Oct. 30, 2000 - May 2002
Initiated and executed strategic planning and marketing research activities, including customer and dealer satisfaction, ATU and brand awareness, Internet, qualitative, market trends and segmentation, advertising/lead conversion and new product studies. Conducted extensive competitive analysis and reported all initiatives to the president and executive management team each week.
Served as liaison to our attorney for all product naming and trade name research.
Responsible for new product and promotional ideas for company’s bath and kitchen line.
Developed ten-year forecasts of all bath and kitchen products for executive management team.
Managed $500,000 research budget and all secondary, exploratory and ad hoc requests.
Long John Silver’s – Lexington, KY Marketing Research Manager
Feb. 2, 1998 – Oct. 13, 2000
Managed primary marketing research projects (quantitative and qualitative) through suppliers for Business Development, Brand Marketing, Advertising, Operations, and for all calendar events and Beta tests. Coordinated and managed the CREST database and determined content of quarterly presentations. Product flow: budgeting, proposals, supplier selection and supervision, questionnaire design, data and sales analysis, report writing and presentation of results.
Coordinated and managed ongoing ATU Event Tracking study for measuring brand/advertising awareness, usage, purchase intent, competitive tracking, attribute ratings, etc. Also executed and managed all Beta Test ATU, Advertising/Media, Product Concept, Target/Segmentation, Promotional, Secondary and Ad Hoc research projects.
Tracked sales, traffic trends, occasion segments and demographic volumetrics for LJS and major competitors to assist Brand in strategic marketing. Served on Business Review team to assess each Sales Event and formulated new strategies for future product offerings and promotions. Presented findings to upper management.
Managed secondary research requests and CREST information needs, special requests and information requests. Accountable for MBO objectives, deadlines and budget management, and initiating special projects for further understanding of the brand and its position within the QSR segment. Wrote a detailed report on QSR Behavior which was used throughout the organization to plan calendar sales events.
R.S. Consulting – Columbus, OH Marketing Research Consultant 1996 - 1998
Started marketing research consulting through supplier and personal contacts. Questionnaire and concept design, data/sales/market share analysis, report writing.
Conducted field research, mall intercept and ATU studies, focus groups, advertising research and secondary data procurement for companies such as Checkfree, CompuServe, AOL, ADP, GTE, Taco Bell, Safeway, Wendy’s, Bank One, Southwestern Bell, KFC, Coca Cola, Keebler, Gillette, Procter & Gamble, Kraft, etc.
Acquired Ross Products Division as a full-time contract client (July 7-September 24, 1997). Responsible for managing product concept and primary research for their Medical Nutritional division (brands: Ensure and Jevity, and devices such as pumps and tubes, enzyme test kits, urinary incontinent devices, etc. Managed secondary research and market share tracking – monthly IMS Hospital Audit.
Checkfree Corporation – Columbus, OH Marketing Research Manager 1995 – 1996
Reported to Marketing Director and essentially ran the three-person Marketing Research department. Executed and managed all primary and secondary marketing research studies for six diverse business units—both consumer and business-to-business. Extensive questionnaire design, queries, data analysis, report writing and presentation of results.
Rapid execution of nearly 80 projects/quarter to meet demands/needs of all internal clients in explosive Electronic Bill-Pay industry. Budget management and project planning, scheduling and meeting due dates, supplier selection and supervision, questionnaire design, analysis, report writing and presentation of results to upper management.
Types of research included customer and product satisfaction; implementation studies; qualitative Alpha and Beta research such as one-on-ones and focus groups; target marketing and market segmentation; conjoint analysis; product concept and advertising research; competitive and sales analysis. Also managed secondary research needs through Jupiter, Simba, Gale Research, Forrester and National Family Opinion (NFO).
Project load nearly sextupled during my 14 months at Checkfree. Product managers, directors and engineers started to see real benefits of marketing research once I learned their business and started completing projects for them. Elimination of our department due to merger was highly unexpected. Company used an outside supplier for awhile to conduct all research, then decided they needed a research department afterall. They are now based in Atlanta with some functions still in Columbus.
Miami University. Oxford, Ohio. BS Business – Marketing
California Coast University. Santa Ana, CA. MBA 2000
(G.P.A. – 3.75)
COMP. SKILLS: All Microsoft/Lotus Suites; SPSS; UNIX; Graphic Packages;
ACTIVITIES/ Weightlifting, karate (black belt), reading, writing, sports.