Project Manager Marketing

Competitive/Market Intelligence and Research Analyst

Experienced practitioner, consultant and theorist in the research,

acquisition and analysis of information that provides corporate

intelligence leading to a business competitive advantage. Assess business

environment dynamics to develop action plans and recommendations to support

senior executive decision makers. Ability to develop innovative and

creative approaches in the use of information required for problem

resolution. Conduct skillful negotiations that provide information for

teams to develop plans that lead towards corporate competitiveness while

cultivating relationships with clients and vendors to facilitate timely

deliverables. Ability to transition skill set across industries domains.

Results-driven and client-focused manager with effective project

management, leadership and coaching skills.

Professional Highlights

Metropolitan Life - Bridgewater, NJ

Manager - Market Intelligence & Metrics

2004 - 2010

Responsible for support of the organizations decision-making needs through

the identification, synthesis, and analysis of information from competitor,

marketing and customer research. Analyze and interpret information to

provide insights and predictions at a macro (corporate strategy) and micro

(product, sales and marketing initiatives) level. Drive meaningful insights

through value-added reports/presentations that summarize findings and make

recommendations. Output of this position is used by Senior Management,

Strategic Planning, Corporate Development/M&A, Investor & Public Relations,

Treasury, Global Brand & Marketing Services, Retirement Strategies Group

and Lines of Business for making strategic business decisions with the

objective of gaining marketplace leverage, and optimizing business

opportunities.

. Managed vendor to provide research-based project support to Corporate

Advertising and Brand teams, with some emphasis on supporting

Multicultural efforts through management of Brand Preference Tracking

Studies.

- Conducted 15 waves of research measuring the impact of MetLife

advertising on consumer preference as well as key brand metrics and

attributes among target segments.

- Identified the drivers of preference and engagement, and supported

the implementation of them in campaign execution. This resulted in

an increase of consumer visits to MetLife.com by 19% and an

increase in total lead generation by 184%.

. Implemented a corporate marketing ROI model to quantify MetLife's

marketing's impact on financial results and maximize ROI through

effective marketing mix adjustments.

- Recommended change in advertising flighting schedule that resulted

in an increase of total lead generation by 33% and TV advertising

effectiveness by 32% while maintaining the same level of media

spending as previous year.

. Integral part of team charged with implementation of Prizm Segmentation

target analysis.

- Worked with vendor to construct Prizm segmentation based on current

customer base and determine impact of new segmentation on media

planning initiatives.

. Primary author and owner of key Market Intelligence deliverables and

activities, including:

. Competitive Media Positioning & Spending Analysis; Industry

Landscape Update; Market Share Compendium; Scenario Planning

exercises; Non-Linear Shifts/Mega-Trends Category Review;

Enterprise Strategy Review.

. Provide ongoing tracking of key competitors.

. Provide ad-hoc support to Global Brand & Marketing Services covering

knowledge management in branding, eBusiness, consumer trends and other

relevant topics (innovation, diversity, etc.).

. Identify MI innovations: new data sources, enhanced analysis/reporting,

process automation.

. Serve as subject matter expert on future, economic, marketing/branding

and consumer trends.

JPMorgan Chase - New York City, New York

Consultant - Market Intelligence & Competitive Analysis

2003 - 2004

Developed, populated and maintained industry news database which allowed

for rapid retrieval of competitive information. Increase the effectiveness

of our data platform by appending information from network intelligence

sources and employee debriefing sessions. Attend tradeshows and industry

events observing targeted competitors to collect predetermined information.

Employ use of knowledge management software solutions to effectively manage

the internal and external intelligence gathering, evaluation and

distribution processes. Provide strategic and tactical competitive

intelligence to support decision-making of senior management and

relationship/product management organizations.

. Provide coverage for 15 core and non-core competitors. Created and

maintained quarterly profiles that detailed SWOT analyses, financial

condition, new product development initiatives, organizational

structure, and product/service offerings.

. Identified, analyzed and published segment-relevant news and

implications via weekly e-newsletter to a distribution of 600+

recipients globally.

. Conducted ad hoc industry event-driven research and analysis.

Disseminated findings through "special briefing" documents.

. Developed and presented intelligence briefings to senior executives,

sales and marketing, and technical personnel prior to tradeshows and

industry events in order to elicit assistance in competitive collection

efforts and to prevent disclosure of company information to

competitors.

AT&T - Morristown, New Jersey

Project Manager - Market Intelligence & Competitive Analysis 2000 - 2003

Provide data and intelligence through translation of competitive messaging,

media investment, direct marketing tactics, customer satisfaction,

advertising awareness, customer churn and strategy into meaningful

actionable information. Communicate findings for briefings to Executive,

Marketing, Product and Operations teams. Support team through management of

Competitive Price/Offer Test Calling Studies, Advertising/Channel Alerts,

Weekly Status Scorecards, War Gaming, Syndicated and Employee-based Direct

Mail Panels, Web Monitoring Platform and Secondary Research Analysis.

. Supported the attainment of 300K bundled sales worth $18M in revenue by

coordinating teams in developing holistic competitive analyses to

launch services in 15 new local markets.

. Tracked and analyzed competitor's direct mail, media and pricing

initiatives. Communicated findings through weekly status reports to

distribution of 200+ recipients.

. Managed 100+ ad hoc request projects and collaborated on competitor

strategy evaluations for internal clients that identified and

interpreted key market, competitive and promotional trends used in

presentations to leadership teams.

. Optimized information gathering processes to realize a 10% cost

reduction from prior year

. Led team to develop corporate competitive intelligence website and

coached peers in use of competitive research tools.

AT&T - Dallas, Texas

Marketing Manager - Consumer Acquisition & Retention Marketing 1999 -

2000

Supported five member team responsible for offer product development,

market sizing, research, business and financial planning, pricing, business

metrics and customer satisfaction. Supported Director by developing

executive presentations.

. Created corporate market planning calendar integrating internal &

external research, forecasting, and market action plans. Recommended

marketing strategies and tactics.

. Partnered with product managers to develop strategic business plans,

offer development, messaging and program implementation.

. Managed reporting, variance analysis and forecasting. Evaluated

customer satisfaction feedback and benchmarked Company against industry

standards.

. Developed focus group questionnaires, written reports, proposals and

competitor evaluations.

. Supervised sales tool project to advise call center reps about

competitor offers. Led process from conducting contract negotiations

through end-user training.

EDUCATION & PROFESSIONAL DEVELOPMENT

. MBA, Monmouth University, West Long Branch, NJ

. BA, Psychology, Monmouth University, West Long Branch, NJ

AFFILIATIONS

. Society of Competitive Intelligence Professionals; American Marketing

Association

Contact this candidate