Marketing Manager

ANDREA L. GOLDMAN

*** ***** ******* #****, ******* City, CA 94065 781-***-****

**************@******.*****.*** www.goldmanmarketresearch.com SUMMARY

• Experienced market researcher skilled at translating business problems into end-to-end research by partnering with key decision-makers and cross-functional teams, reporting complex results through clear, engaging storytelling

• Design, manage, and execute both quantitative and qualitative studies supporting advertising/messaging, channel evaluation, packaging, product innovation and improvement, new market evaluation, customer acquisition, conversion, on-boarding, retention, win-back decision making, go-to-market strategy, CSAT/NPS, customer journey mapping

EXPERIENCE

Goldman Market Research, Inc., Redwood City, CA

Principal 2009 – Present

• Provide market research services across business areas using quantitative (survey, behavioral), qualitative (in- depth interviews), and secondary research data to address strategic business needs and inform management decision making

• Provide actionable insights by scoping objectives, determining methodology, securing resources, developing questionnaires and discussion guides, analyzing data, developing and presenting reports

• Clients include Annie’s, Chadwick Martin Bailey, Constant Contact, Covidien, Marin General Hospital, Whole Food Markets

Constant Contact, Waltham, MA

Senior Market Research Manager (Contract, Part time) 2010 – 2016

• Manage data analysis and reporting for major research initiatives supporting Sales and Marketing, Product Strategy, Customer Support, Product Engineering, and Product Strategy

• Use Quantitative (online and telephone surveys) and Qualitative (in-depth interviews) methodologies

• Researched, recommended, and championed initiative to implement more robust Qualtrics research platform that incorporates behavioral data and has enabled more complex and rigorous research studies throughout organization

Communispace Corporation, Watertown, MA

Community Research Consultant 2007 – 2009

• Provided insights and strategic recommendations that supported long-term product planning, product innovation, customer needs assessments, advertising evaluation, and channel-distribution strategy for Colgate and Godiva

• Designed, analyzed, and developed reports for over 150 high-volume quick-turnaround studies annually including Quantitative (surveys) and Qualitative (online focus groups, discussions, brainstorms, and online and video diaries)

• Supervised and mentored 5 – 7 junior associates

• Increased Colgate account revenue by 8.5% annually and secured Colgate and Godiva renewals by serving as primary contact to develop research roadmaps

• Increased Colgate response rates by 36% and improved member engagement by developing programs that encouraged more personal involvement in the community

• Led Godiva account turnaround through improved reporting, more hands-on client management, and development of comprehensive research plans that uncovered purchase drivers for core selling seasons Kellogg Company, Battle Creek, MI

Associate Brand Manager, Wholesome Snacks 2005 –2006

• Grew portfolio revenue by 13.6% in 2005, exceeding goal by 8.7%, for $400 million 9-brand portfolio including Nutri-Grain Bars, Special K Bars, and Rice Krispies Treats by developing and executing marketing strategies

• Added 9% production capacity for capacity-constrained brand by recommending discontinuation of underperforming brand. Researched all aspects of discontinued brand including strategic role in portfolio

• Developed new best-practice models for budgeting and more accurately tracking financials while managing team’s $40+ million annual portfolio marketing budget and monthly demand forecast plan

• Exceeded Special K Snack Bites’ first-year target sales revenue by 66% by teaming with promotional agency and internal cross-functional team to develop pre-launch distribution channel communication campaign

• Developed and implemented 18 corporate-wide brand management training modules by conceiving, championing, and leading cross-functional “Project Einstein” team EDUCATION

Bentley University, Waltham, MA

Master of Science in Marketing Analytics, summa cum laude, Market Research concentration Babson College, Wellesley, MA

Master of Business Administration, summa cum laude, Marketing concentration Brown University, Providence, RI

Bachelor of Arts, magna cum laude, Art History major, English minor SKILLS

Functional: Quantitative and qualitative market research including survey design, data analysis, report development and presentation, online focus groups, discussion guides, in-depth interviews, management of online communities

Analytical: Descriptive and inference statistical methodologies including analysis of variance, regression, decision trees, factor analysis, and cluster analysis

Software:

• Business tools: Excel, Word, PowerPoint, Outlook

• Data analysis tools: SPSS, R, Nielsen, IRI

• Survey programming tools: Qualtrics, SurveyMonkey, Sparq (Vision Critical)

Contact this candidate