AMERICAN EXPRESS
++Director, Marketing Insights | 7 years
Individual contributor for Consumer and OPEN new card acquisition & retention teams; promoted to Director managing Global Brand Advertising and Merchant Insight teams.
• Designed and executed end-to-end strategic insights resulting in revenue growth and product/service
enhancements across various lines of businesses e.g., Consumer & Corporate Cards, Merchants,
Enterprise Growth (Amex’s entrepreneurial unit), Banking and the Global Brand & Advertising teams.
• Led research initiatives that launched new to market products, including Mercedes Benz Amex Card, Amex
Walmart Bluebird card as well as actively participated in negotiations with potential cobrand partners.
• Optimized tracking studies for Membership Awards, merchant NPS study and global creative
optimization. Resulted in boosting deliverables by 3 weeks to 24 hours plus savings of $1M.
• Directed Experience Research on key service launches such as ReceiptMatch, Bluebird.
• Managed research budgets to ensure high ROI, drove decision making such as refinement, optimization,
go/no green decisions.

++Senior Manager, Research Operations | 8 yrs
Responsible for innovation & best practice operations to elevate insights.
• Implemented new agency framework to optimize relationships while reducing audit needs. Saving $300K.
• Sourced new research agencies to support Amexʼs strategic goals and ensure a competitive insights advantage.
• Codified product development methodologies to enhance efficiency and effectiveness of insights.
• Designed and developed a new to Amex tech platform to democratize insights across the organization.
• Provided governance, audit, compliance, and operational oversight to ensure best in class insights.

AVON
++Senior Manager, Marketing Insights | 2 years
• Managed $4M budget and a global team covering all cosmetic initiatives from brainstorming, concept
screening, concept refinement to product formulation testing, BASES (Price Advisor, ReStager) and
packaging/naming studies. Resulted in launch/no launch decisions, product and comms refinement.
• Part of Steering Committee; responsible for 4-year cosmetic insights plan.
• Optimized all Avon SuperHit advertising (expected revenue of $20M each), leading to a submission for an Effie Award. Won Avon’s Hello Tomorrow Activation & Testing award.

ALTRIA CORPORATE SERVICES
++Senior Manager, Opinion Research | 2 years
Oversaw a cross functional team of ten for the first-ever Compliance & Integrity Worldwide Employee
survey for Kraft, Philip Morris and Philip Morris International. Resulted in new employee training &
communication.
• Delivered on time and on budget external research projects such as advertising testing, litigation
communication testing using Perception Anaylzer™ technology and brand reputation studies.