Manager Management

Karla Costa

Email: abox2v@r.postjobfree.com

Address: *** ******** **

City: evanston

State: IL

Zip: 60202

Country: USA

Phone: 847-***-****

Skill Level: Senior

Salary Range: 140

Willing to Relocate

Primary Skills/Experience:

See Resume

Educational Background:

See Resume

Job History / Details:

KARLA SONSIN RIBEIRO DA COSTA

500 Sheridan Rd, 3E, Evanston, IL USA 60202

e-mail: abox2v@r.postjobfree.com

skype: ksrcosta

Mobile +1-847-***-**** Home +1-847-***-****

PROFESSIONAL PROFILE

18 years of Market research experience: Knowledgeable on Quantitative &

Qualitative researches from planning, management, execution and delivery of

key insights, cross-regions, leveraging a holistic view of global

learnings. Have influenced business decision-making, collaborating on

strategic regional meetings. Excellent skills on Communication/Brand Equity

techniques. Strong consultancy to Marketing, Product, Sales, Trade

Marketing and Business Intelligence teams leveraging the Voice of Consumer.

Presented research data directly to customers in support to the internal

sales and marketing teams. Managed a team of 3+ people that handled

America's related studies. Strong coaching approach across multi-cultural

teams to guarantee great synergy & cohesive structure within the

organization.

PROFESSIONAL EXPERIENCE

Motorola, 12/2004 - 08/2012

Sr. Manager Americas (North America & LatAm) - Consumer and Market

Insights in Libertyville, IL, USA. 01/2011 - 08/2012. Support of America's

business needs on its entire scope, with the following responsibilities:

. Accounted for an annual research budget of $4 million

. Managed internal and external resources

. Planning, coordination and execution of market research studies

. Guidance on effectiveness (ROI) around Above The Line and Below The

Line marketing investments

. Media mix modeling as well as an extensive communication understanding

. Retail experience (Mystery Shopping)

. Portfolio Optimization

. Advertising Effectiveness & Brand impact

. Brand Equity & Retail Equity

. Syndicated studies: installed base consumer panel, media audit and

market share

Global Brand Strategy and Web Sr Consultant Manager - Consumer and Market

Insights in Libertyville, IL, USA. 06/2008 - 01/2011. Responsibilities

include:

. Enhance the communication effectiveness for all product launchings

Above The Line globally: guarantee the alignment of the product

positioning with the Brand strategy/ Value Proposition

. Provide guidance on TV Copies prior to go on air: Impact,

Communication, Branding, Motivation

. Usability Website testing to maximize consumer experience and

consequently influence in the overall Brand Imagery for quality,

loyalty and relationship improvement

. Track of Consumer Web Satisfaction as well as WOM (Buzz online),

pointing out key issues in a weekly basis for rapid business response

and quality purposes

. Responsible to spread relevant and constructive secondary & primary

data in both areas: Brand and Web, aiming to impact the business

decision making

Manager of Consumer & Market Insights for Brazil and LAS (Argentina, Chile,

Peru & Ecuador) - Based in Sao Paulo, SP, Brasil. 12/2004 - 05/2008.

Responsible for planning qualitative and quantitative researches as well as

provide consultancy for accurate understanding and neat usage of key

learnings. Responsibilities include:

. Managed a team of 4 people in support of LATAM activities

. Price elasticity and the impact of the functional elements of the IDs

that drives sales;

. How to maximize the investments of the media and help choose the best

advertising, help analyze the competition and the efficiency of the

communication in short and long term

o Pre-test the advertisement from scratch/creative idea,

animatic/finished edition

. Tracking of Consumer & Retail Equity - Brand positioning/ Brand Health

- strategic info

. Ideation process for the understanding of the consumer needs for the

Taylor development products

. Evaluation of the effectiveness of purchase process at POS, including

internet, outdoor advertisings, print media and mass media

. Category management

. Evaluation of new product and services concepts for the development of

future devices

. Tracking of trends in the fashion market, as well as where consumer

use to express themselves

. Sell-out panel analysis to support short-mid-long term strategic

decision makings

. Market share Installed Base panel analysis (consumer panel) to support

mid-long term decision makings

Millward Brown do Brasil, 07/1999 - 11/2004

Senior research analyst, Sao Paulo, SP, Brasil. Worked with several

multinational companies from diverse segments: food, automotive,

telecommunications, personal Hygiene and advertising. Responsibilities

include:

. National and international account management, giving strategic

solution for market research that elevates the brand, monitoring of

trends and competition in the market, analysis of media communication

and the impact in Brand health (Awareness e Trial) and Brand

positioning; Copy-testing and Brand Equity test executions

. Strategic research market plannning (quantitative & qualitative)

. Delivery of added value analysis and presentations to the customers,

with strategic recommendations, based on a solid knowledge of the

marketing issues

. Management and training of junior analysts as well as for customers

about Millward Brown techniques

. CATI experience (Computer Assisted Telephone Interview)

. Managed a team of 2 people

Insight Assessoria e Pesquisa Ltda., 08/1994 - 02/1998

Junior analyst, Sao Paulo, SP, Brasil. Responsibilities include:

. Responsible for setting up and managing the field of qualitative

research (Focus Groups/Clinics); checking the recruiting with the

support of ANEP

. Support of quantitative research: initial briefing build up through

field work

. Report's development

. Management of mailing list updates, freelancers and supplier's

. Customer management (national and international clients), targeting in

resolving issues pointed out in the market research take outs.

EDUCATION

Graduate degree Post Graduation in Marketing, E.S.P.M.- Escola Superior de

Propaganda e Marketing - Sao Paulo, SP, Brasil. 12/2000

Undergraduate Business Administration, E.S.A.N.- Escola Superior de

Administracao de Negocios - Sao Paulo, SP, Brasil. 12/1996

High School Instituto de Educacao " Boni Consilii " 12/1991

COURSES - ACCOMPLISHMENTS - AWARDS

"Best Researcher of the Year" - Motorola Mobility AWARD. 12/2009

II ABA ROI Forum - Better Practices, Better results. 05/2006

ESOMAR - Guest lecturer of a White paper about 'Seizing the Opportunities'

- The paper's theme was 'Is Perception Reality

', based on Usability and In-

Depth interviews methods. 10/2006

MIR Consultoria - Project management. 08/2003

ANEP - Market Research I. 11/2003

ABA - III International Forum on Info Management and Market Research.

08/2001

ABA - Research as a strategic tool in the decision taking process. 04/2001

ABA - Branding - Building Strong Marks. 06/2002

ABA - Product Management - 'Differentials for an Innovative Management'.

04/2003

E.S.A.N. - Building a company. 1993

LANGUAGES

Portuguese Native

English Fluent speaking, reading & writing

Spanish Very good speaking & writing

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