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Manager Customer

Baltimore, MD
January 14, 2020

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Asha Parham


User Experience Research Manager

A creative professional with more than 18 years of progressive experience across a diverse range of industries. Proven ability to combine vision, strategy, leadership and thoughtful project management to lead research, insight and innovation efforts that power go-to-market strategies, new/existing product initiatives, market/brand positioning, propelling organizations forward. Areas of expertise include: Strategic Planning Focus Group Moderation/Facilitation Competitive Intelligence Project Management UX/ CX/ EX/PX Research Survey Creation Marketing Research Thought Leadership Writing Online Community Management Ideation Social Listening Strategic Research Analysis Professional Experience: Contractor

Motivate Design, New York, NY 2019- present

User Experience Researcher (Contractor)

Design, implement and manage UX studies for Motivate Design Clients. Research methodologies include in- person and remote usability testing. Key accomplishments:

Led Capital One new technology in-person usability A/B testing with 40 participants. o Research outcomes used to refine the technology and go-to- market launch decision.

Led DTCC UX/ UI review and remote usability testing. o Research outcomes helped improve site content, navigation and understanding of customer profiles and journey.

Tantus Technologies, Washington, DC 2019- present

User Experience Researcher/Designer (Contractor)

Design, implement and manage UX studies for government clients. Research methodologies include in- person and remote usability testing, UX/UI design review, UAT testing, requirements gathering and stakeholder interviewing. Key accomplishments:

Led research and design efforts to launch a new web contracting portal for NIMH. o Platform is the first web-based platform of its kind for the organization. PayPal, San Jose, CA 2019- 2019

User Experience Researcher (Contractor)

Design, implement and manage UX studies for PayPal’s Business Financial Solutions (BFS) division. Manage diverse UX research methodologies including but not limited to moderated and un-moderated usability testing, interviews, card-sorts, tree-testing, surveys for Pay Pals’ Working Capital/ Business loan and credit products and platforms. Building end user- centric (Merchant) focus while in collaboration with product management, development, design and related teams. Key accomplishments:

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Created and executed usability studies for PayPal Working Capital/ Business Loan redesign.

Conducted comprehensive competitive research utilizing secondary research sources and primary studies to better understand PayPal’s brand awareness, usage and attitudes and experience as related to the competitive set.

Designed and executed end-user segmentation and customer journey profiles to aid with end-user comprehension and strategic targeting initiatives.

Professional Experience: FTE

McKesson Technology Services, Baltimore MD 2016- 2018 Customer Experience Research Manager- VOC

Designed, implemented, and managed Voice of Customer programs utilizing project management skills spanning complete project lifecycle (project initiation, analysis, completion, stewardship and implementation). Managed a diverse set of VOC methodologies including but not limited to surveys, focus groups, roundtables, and customer interviews. Additionally, produced Customer Experience analysis providing organizational insights that are pivotal for change management and organizational success. Built customer-centric culture, connecting with other related disciplines including Employee Experience (EX), Product Experience (PX) and User Experience(UX) to create a holistic view of CX organizational impact. Build enterprise VOC programs to better understand customer sentiment, pain-points and motivations to build better internal customer facing strategic programs. Key accomplishments:

Created Voice of Customer studies for Cardiology, Radiology and Information Workflow and Enterprise solutions

Designed and execute VOC/ UX qualitative and quantitative studies for Cardiology, Radiology and Information Workflow and Enterprise Solutions.

Designed and executed NPS, CSAT and additional Customer Satisfaction measures.

Conducted analysis utilizing analytics, Customer Experience research, and Employee Experience research to create strategy for curving Customer attrition.

Created Current Customer check-ins and attrited customer program to help minimize and stop customer attrition and raise customer lifetime value (LTV)

Implemented and project manage Enterprise wide customer initiatives.

Created Customer Advocate program to build and gain customer advocacy across cross departmental lines. Transamerica, Baltimore MD 2012-2016

Senior Marketing Innovation and Research Manager

Designed, implemented, conducted, developed and managed custom research utilizing project management skills spanning the complete project lifecycle (project initiation, analysis, completion, stewardship and implementation). Created request for proposals (RFPs), moderator guides, questionnaires, sampling plans and other research related material. Utilized quantitative and qualitative methodology to deliver actionable marketing research results. Presented research results to various levels of management and acted as a subject matter expert (SME). Key accomplishments:

Conducted and pioneered User Experience Process for and other web/mobile platform for internal and external users.

Created and executed thought leadership strategies to bring research and innovation strategy findings to the organizational forefront.

Spearheaded efforts to develop and monitor innovation culture efforts, part of a $5 million-dollar organizational investment. Research includes quantitative survey research and qualitative focus groups and in-depth interview research across all Transamerica domestic sites.

Conducted ideation sessions with cross-organization department partners to mold and shape new product development efforts.

Led research to build and create TCHS (Transamerica Center for Healthcare Studies). 3 A s h a P a r h a m

Education & Certifications

Master of Business Administration (MBA), Consumer Insight, University of Wisconsin, Madison, Wisconsin Bachelor of Business Administration (BBA), Marketing University of Maryland, College Park, Maryland Riva Training Institute: Research Moderator Certificate Innovation Games: Moderator/ Facilitator Certificate Technical Skills

Adobe Creative Suite: Illustrator, InDesign, Photoshop, XD, Audition Microsoft Office: Word, Excel, PowerPoint, SharePoint, Access Research Platforms: Qualtrics,,, SPSS Project Management Platforms: Jira, Confluence, MS Project

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