Profile

Market research professional with hands-on experience in qualitative and quantitative research, with primary and secondary sources, domestically and internationally. Key skills include resource planning, project management, data analysis, and translation of research findings into actionable recommendations. Experienced in various industries and environments (advertising agency, market research supplier, media and corporate). Bilingual in Spanish and English.

Skills Summary

Data Analysis

Secondary Research Analysis and Interpretation

Supplier Screening and Negotiation

Project Conceptualization

Sample Design and Optimization

Budgeting and Quality Control

Professional Experience

GOLD RESEARCH –LOS ANGELES, CA

Senior Research Manager, 2012 to Present

Duties and Responsibilities

Executed all aspects (survey programming, data processing, report writing, etc.) of consumer satisfaction research projects domestically and in the Latin America region.

Managed ad hoc teams of data processing and analysts on a per-project basis.

Provided support to client’s market research department outside primary scope of work.

Specific Accomplishments

Increased volume of allocated contract hours as function of performance satisfaction.

Developed segmentation model to track which business segments drive satisfaction and brand preference metrics.

Contributed to developing standardized protocols and policies to guarantee customer satisfaction.

NUVO TV– GLENDALE, CA

Research Analyst, 2010 to 2013

Duties and Responsibilities

Developed sales collateral presentations for numerous product categories during the upfront season.

Managed and updated multiple reports to display entire network and schedule performance, featuring coverage ratings and audience across key demographic segments.

Monitored performance of competing cable networks and reported periodic changes and possible causes for performance shifts.

Analyzed performance of syndicated TV series and movies and provided top management with recommendations for programming strategy development.

Performed ad hoc research projects on local market conditions to increase market penetration through new affiliate acquisition.

Specific Accomplishments

Built ratings and audience database for over 100 cable networks and broadcast programs for the past five years across seventeen demographic segments.

Helped secure over $2 million in new business revenue from new business initiatives.

Designed multiple report templates for easy understanding of performance metrics during key time periods.

EMG– VALENCIA, CA

Market Research and Planning Manager, 2009

Duties and Responsibilities

Managed relationships with research vendors regarding prices and logistics of custom projects as well as selecting new vendors.

Executed primary research initiatives (street interviews/filming, ethnographies, etc.) and provided consumer insights in reports and in presentations.

Developed strategic POVs on market trends and timely opportunities for brands and clients.

Managed and updated the secondary research resources library of the agency.

Specific Accomplishments

Directed benchmark market research efforts for major CPG company prior to the launch of multi million dollar campaign targeted to U.S. Hispanic market.

Co-managed update of creative brief template to better inspire creative team.

Education

INTER AMERICAN UNIVERSITY – SAN JUAN, PR

Master in Business Administration- Marketing

UNIVERSITY OF PUERTO RICO – RIO PIEDRAS, PR

Bachelor in Business Administration- Marketing

Software Experience

Extensive experience with MS Windows, Excel, PowerPoint, Word, Simmons/OneView, QuestionPro, Nielsen MarketBreaks (TV ratings tool), and Decipher (survey programming platform)

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