Carlos L. Garcia https://www.linkedin.com/in/carlos-garcia-6914006/

E-MAIL: ad0bw6@r.postjobfree.com PHONE: (M) 203-***-**** (H) 203-***-****

PROFESSIONAL SUMMARY

Dynamic and detail-oriented Consumer Insights professional with a proven track record of developing and leveraging data-infused strategies to drive company growth and set future direction through extensive research experiences (CPG, Media) and excellent communication skills.

SKILLS

Qualitative and Quantitative Research Methods, Trend Analysis, Customer Segmentation, Survey Design, Consumer Behavior Analysis, New Product Development, Syndicated Data Research Platforms: YouGov Suite, MRI Simmons Catalyst, GWI, Custom Insights Planning, Primary Research, Competitive Intelligence

EMPLOYMENT

WWE (World Wrestling Entertainment), Stamford, CT 2014 to present

Senior Director, Insights & Analytics 2022 to present

Director, Market Research 2014 to 2022

Responsible for all custom fan-facing research and most syndicated data solutions / vendor contracts during timeframe where WWE net revenue increased from $542 million to a record $1.3 billion

Led a WWE Fan Council community (15,000 members) and conducted ongoing surveys to inform creative strategy and new concepts/opportunity assessment (140+ annual surveys)

Compiled Fan Profiles and collaborated on a new WWE Audience Segmentation to refine strategic opportunities and improve marketing communications

oConducted CRM survey to understand WWE fan engagement and retrofit respondents into audience segmentation system using a typing tool

Developed multiple custom trackers which uncovered actionable insights related to a) Fan usage of WWE content touchpoints, b) WWE Perceptions/Drivers/Barriers/Opportunities relative to other U.S. based sports leagues, and c) WWE Shop (ecommerce platform) user experiences

Implemented a new program for evaluating sponsor campaigns in partnership with IPSOS. These evaluations led to marketing funnel impact diagnostics for clients and subsequent deal renewals

Developed an ongoing post-live event attendee feedback program across weekend / televised shows and premium live events leading to optimized spend on event awareness spend and refining VIP offerings. 100+ surveys conducted annually

Oversaw onsite WWE Fan Event research to continually improve fan experience/engagement and to understand opportunities/barriers for WWE Network (streaming platform) sign ups

oModerated focus groups breakouts during many events

Conducted international deep dive A&U research in 11 priority countries (India, UK, France, Germany, Italy, Spain, UAE, Saudi Arabia, Mexico, Japan, Australia)

Leveraged syndicated data platforms to inform pitches/opportunities/renewals via fan sizing

Invited to consult with MRI, YouGov, Vision Insights and share my industry expertise to help refine their syndicated product offerings

Pepperidge Farm, Norwalk, CT 2005 to 2014

Senior Group Manager, Snacks Consumer Insights 2010 to 2014

Group Manager, Cookies & Snacking Innovation Consumer Insights 2006 to 2010

Manager, Cookies Consumer Insights 2005 to 2006

Led research on projects leading to multiple new product introductions (which contributed nearly $300 million in topline sales)

Presented annual situation assessments/lessons learned on the business which contributed to strategic five-year planning and annual operating plans

Refined new product development through Sweet & Savory Snacking Landscape Assessments: Snacking Choice Drivers, Need-states, Product Associations, Consumer Segmentation

Co-developed Size of Prize tool for new items (T&R Benchmarks, Distribution & Velocity Refinements, Monthly Adjustments, Assignment of Final KPI metrics)

Evaluated a spectrum of advertising creative across TV, Print and Website media using a mixture of quantitative, qualitative and biometric (i.e. “non-conscious”) methods

Contributed to Milano and Goldfish Brand Architecture Development (Brand Pyramid, Product Frame of Reference, Target, Insight, Emotional and Functional Benefit, Reason to Believe, Character, Essence) and led new research on positioning/re-positioning for many brands

Provided numerous IRI Scanner & Panel evaluations including Brand Switching, Trial & Repeat, Demographics, HML, Marketplace Assessments, Brand Profiles, New Trier Surveys

Conducted extensive Concept “Exploratories” and Tests/Flavor Sort/TURF Evaluations/Line Optimization/Perceptual Mapping; Drivers Analyses

Enhanced PF Cookies/Crackers shelf presence through various packaging design evaluations using a mixture of qualitative and quantitative shopping simulation methodologies

Information Resources Inc. (IRI), Norwalk, CT 1997 to 2005

IRI Director (on site at Pepsi) 2001 to 2005

IRI Manager (on site at Pepsi) 1999 to 2001

IRI Project Manager (on site at Unilever) 1997 to 1999

Supplier-side researcher supporting Pepsi and Unilever brand teams, along with Packaging, Innovation, and New Platform Group teams with access to full suite of IRI data and insights solutions

EDUCATION

UCONN School of Law, Hartford, CT 1994 to 1995

Connecticut College, New London, CT 1990 to 1994

B.A. History, G.P.A. 3.59 Cum Laude

CERTIFICATIONS & INTERESTS

CERTIFICATIONS: Leading Innovative Change, UC Berkeley Executive Education, October 2022, Intermediate SQL, DataCamp, May 2023, Intermediate R, DataCamp, October 2023

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