Sales Marketing

Tommy Cormey

*** ***** ******, #**, ****** Park, NJ 07712

V: 908-***-**** *********@*****.***

Strategic Intelligence Leader

Research – Analytics – Actionable Insights

Accomplished, entrepreneurial strategic intelligence professional with 20 years of corporate, consulting, and agency

experience characterized by providing thought leadership and provocative insights for companies and brands as it

relates to the competitive environment, marketplace dynamics, and internal KPIs. Experience characterized by top

quality research and analysis designed to strengthen executive decision making, corporate strategic direction,

marketing, sales, and business development. Seasoned analyst with expertise in multiple industries, actionable

decision support techniques, and in processing large amounts of disparate data to uncover trends. Proven leader

with capabilities in team building, vast subject matter expertise, vendor/partner relations, global initiatives, and

original thinking.

• Developed and managed intelligence functions at four companies, providing strategic and tactical support to

decision makers, internal teams, and clients while following established legal and ethical guidelines.

• Executed strategic planning initiatives including war gaming, scenario analysis, target market analysis, due

diligence and supported additional strategic processes such as product development, change management,

process improvements, partnerships, divestitures, legal issues, and mergers & acquisitions.

• Possess an uncanny ability to uncover relevant and actionable intelligence from obscure and hidden

secondary sources for key insights, market trends, and opportunities.

• Results of efforts have helped support and drive a variety of business processes including new product

development, proposed product changes, customer satisfaction, customer profiling, website

changes/usability, sales support, advertising awareness, consumer mindshare, marketing campaign

effectiveness, sales lead quality, and corporate strategy development.

Key Skills & Competencies

Competitive Intelligence Data Management, Reporting & Visualization

Market Intelligence Analytics Team Leadership

• SOFTWARE: Office (Word, Excel, PowerPoint, PowerPivot), Data Processing & Visualization (Access, SQL,

Omniscope, Tableau), Statistics (SPSS), Tabulation, Content Management (Sharepoint, Open Source PHP-

based systems). Can learn new systems with ease.

• SYNDICATED DATA SOURCES: Kantar, Nielsen, Competitrack, Ebiquity, iSpot.tv, AQX, Mintel, IBISWorld,

BrandZ, IEG, WARC, MRI, Simmons, Scarborough, Hitwise, ComScore.

• COMPETENCIES: Competitor analysis, War gaming, Scenario planning, Quantitative & Qualitative Research,

Statistics, Knowledge Management, Content Management, Marketing, Advertising, Branding, Product

Management, Contracts management & negotiation, Functional leadership, Talent acquisition and

development.

Professional Experience

MINDSHARE, New York, New York 2011-2014

Director, Competitive Intelligence, Mindshare Marketing Sciences (Advertising/Media Agency)

Led and further developed the Competitive Intelligence practice which provided custom reporting and analytic

solutions surrounding paid, owned and earned media. Data centered around media spend, social sentiment, and

creative messaging. Reporting consisted of Excel, PowerPoint and dashboard visualizations. Supplemented

quantifiable data with timely and relevant qualitative research and insights on the external marketplace and

consumers. Additional responsibilities included thought leadership, subject matter expertise, and writing position

papers and point-of-views.

• Serviced clients representing more than $2 billion in annual billings across CPG, Finance, Energy, Hospitality,

Entertainment, and Technology, including Unilever, Church & Dwight, Compari, BP, Abbott Nutrition,

American Express, Motorola, LG, Lionsgate, UPS, Farmers Insurance, Sprint, Royal Caribbean, Goldman

Sachs, Con Agra, TGIFridays, and IHG.

• Managed a team of 6-8 including Managers and Associates. Continued migration of practice from a cost-

center to profit-center by creating process efficiencies, thereby providing a 55% reduction in overhead, while

increasing billings by 44% year over year.

• Liaised with the Advanced Analytics practice that provided data and market insights that fed econometric,

and marketing mix modeling engagements.

• Managed global third-party supplier relationships including discovery, RFPs, contracts, and project

engagement.

• Delivered key market and competitive insights for critical new business wins including Bacardi and Chanel,

as well as retaining Unilever and Royal Caribbean.

TOTAL INTELLIGENCE, Asbury Park, New Jersey 2009-2011

Managing Director & Founder (Consultancy)

After leveraging years of experience, founded a boutique consultancy delivering strategic intelligence and thought

leadership to clients by conducting market research and competitive analysis.

• Delivered actionable competitive and market insights to clients in the Retail, Food & Beverage, and

Technology/Mobile Applications sectors.

• Ghost-authored white papers and best practices related to social media, search engine marketing, and email

marketing.

• Provided services to The Kahuna Institute in Princeton, NJ, focusing on the connection of social media to

corporate image and brand reputation to gain a valuable understanding into the actions, abilities, and

intentions of irregular competitors (i.e. NGOs and activists). Additionally served as a key adviser on scenario

analysis and information protection engagements.

Professional Experience (Continued)

EXPERIAN CHEETAHMAIL, New York, New York 2008-2009

Manager, Market Intelligence, Product Management (Email Marketing/SaaS)

Created and launched a market intelligence function for the Product Management group to enhance the agile

development of CheetahMail’s online marketing features and delivered insights on the needs and trends of

customers, markets, competition, and technology.

• Liaised between Client and Technology teams to ensure software development stayed on target with road

map deadlines, while ticking all the boxes on required client needs and maintaining competitive advantage.

• Developed deep dive studies of competitor offerings including differentiation, pricing, and usability.

• Provided relevant and actionable insights on customer needs within the Retail space utilizing a combination

of syndicated and primary sources.

THOMAS PUBLISHING COMPANY, New York, New York 2001-2008

Competitive Intelligence Lead, Corporate Planning (Publishing/Media/B2B Advertising)

Conceived and managed a formalized competitive intelligence capability to provide global strategic intelligence to

decision makers.

• Key deliverables included competitor profiles, ad-hoc intelligence briefings, quarterly industry reports, due

diligence, and competitor deep dives utilizing primary research and trade show intelligence.

• Managed and delivered a target market analysis of emerging markets for new office openings. Data

included GDP forecasting, export volume, socioeconomic indicators, and details on the current business

environment.

• Conducted a five year scenario planning process to stress test current company strategy against a wide

array of future scenarios and instituted a trend tracking and early warning system.

• Determined the vulnerability of the company to competitive intelligence gathering and provided company-

wide training to mitigate the accidental release of information to the public.

• Conceived and managed a content management system for the internal sharing of vital documents.

ADVANTA, Voorhees, New Jersey 1998-2001

Data Analysis Manager, Marketing (Financial Services)

Delivered timely reports to sales management and senior leadership as it related to sales and marketing efforts

across multiple lines of business through the use of database management and analysis.

• Provided sales units with timely and relevant marketing information to manage their business & customer

solicitations.

• Measured and communicated all relevant business unit marketing metrics to senior management via

quarterly and annual marketing analytics reports.

• Key member of teams responsible for designing and implementing a streamlined Product Development

Process and Customer Value Analysis program.

• Designed, monitored and tracked marketing campaigns and their effectiveness.

• Conducted customer satisfaction, sales lead pre-screening, and other market studies.

• Analyzed key drivers affecting profitability including penetration rates, market segmentation, operating

measurements, competitive environment, and consumer insights.

Professional Experience (Continued)

BECKER RESEARCH COMPANY, Skillman, New Jersey 1998

Director, Multi-Client Studies (Consultancy)

Conceived and directed multi-client, global competitive intelligence studies within the Telecommunications, Financial

Services, Manufacturing, CPG, Energy, and Pharmaceutical industries.

• Utilized CRM system and existing client contacts to research current information needs and happenings in

the marketplace for project ideas.

• Through the consultancy's “no-target contact” methodology, gathered information from entities related to the

target (e.g. customers, suppliers, government authorities, etc.) to remain consistent with legal and ethical

guidelines.

• Researched and wrote an online guide of open-source secondary intelligence made available to subscribers.

• Also provided project-level support to single-client studies, as needed.

ANTHEM HEALTH & LIFE INSURANCE, Piscataway, New Jersey 1993-1998

Multiple Positions (Group Health & Life Insurance)

Held positions of increasing responsibility including client services, systems administration, but focused on market

research and competitive intelligence.

• Designed, implemented and managed a formalized competitive intelligence function that served both

strategic and tactical needs of the company including sales, marketing, and new product development,

• Components included a library, product feature database, and alert system.

• Conducted primary market research (quantitative and qualitative) on a variety of subjects including new

product development, customer profiling and segmentation, customer satisfaction, customer termination

studies, and target market analysis.

Education

ACADEMY OF COMPETITIVE INTELLIGENCE, Boston, Massachusetts 2005

Advanced Certification, Scenario Planning

ROWAN UNIVERSITY, Glassboro, New Jersey 1992

Bachelor of Science, Business Administration, Marketing Concentration

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