Jay W. Heisler

**** ******** *****, *******, ******* 30028

Cell: 770-***-****, Email: adz3mr@r.postjobfree.com

SUMMARY:

An accomplished, results-oriented marketing professional with extensive experience in delivering consumer insights, developing consumer communication messaging & strategic planning.

Known for excellent time management skills and the ability to manage multiple projects and teams simultaneously.

SKILLS:

Marketing Research/Primary Research (Quant/Qual)

DIY Research (Qualtrics/Toluna Platforms)

Shopper Journey Research

UX Research & Consumer Engagement

Advertising (copy) Testing

New Product Concept Testing

Test Market Protocols (A/B Testing)

Marketing Segmentation Research

Consumer Behaviour & Attitudes Research

Advertising & Brand Awareness

Net Promoter Ratings/Consumer Satisfaction

PROFESSIONAL ASSOCIATIONS:

Member of American Marketing Association, Analytics/Research Special Interest Group

Advertising Research Foundation

Member of Board of Directors, Cole Innovation Forum, Atlanta, GA (Testing Protocol)

Toastmasters International Certification

SYSTEMS EXPERTISE:

SPSS and SAS (Segmentation, Multivariate Regressions, and Data Modeling), Qualtrics (Programming Surveys) Microsoft Office 365 (Excel, Access, PowerPoint, Word, Visio, Project)

Fluency in Portuguese and Spanish, working knowledge of French.

EDUCATION:

MBA, International Management/Marketing, Thunderbird Graduate School of Global Management

oGLENDALE, AZ – Dean’s List

BA in Linguistics, Minor in Chemistry, University of Southern California

oLOS ANGELES, CA – Dean’s List

PROFESSIONAL EXPERIENCE:

Liberty Mutual Strategy Lab Division, Boston, MA Mar 2023 – Sep 2023

Sr. Marketing Research Manager (Contract), supporting strategic initiatives through primary research (Qual & Quant).

Provided insights to website development for Appliance maintenance & risk prevention for Home Insurance policy owners. Developed moderator guide and facilitated group discussions.

Launched international quantitative study for EU, evaluating EV (electric vehicle), adoption & car insurance needs unique to EVs. Used Max-Diff and scenario building to determine customer preferences.

Evaluated insurance purchase journey on multiple sites & conducted UX navigation study in Spain & US, to enhance websites.

Used Qualtrics to program, launch, analyse (export to SPSS) and report findings (PPT) to shape insurance product and website development. Launched a total of 8 studies and reported from VOC (Voice of the Customer) to Trade-Off analysis, Naming, Attitude & Awareness, and UX navigation studies.

AARP Strategy Support Division, for Healthcare & Aging, Washington DC Oct 2022 – Mar 2023

Sr. Analyst (Contract), Media Planning and Adoption of Smart Home technology to support marketing initiatives.

Covered for a Sr. Manager’s maternity leave.

Supported 5 Industry Verticals B2C, worked with multiple stakeholders.

Reported findings from major Syndicated Research Suppliers: MRI/Simmons, GfK, and Forrester.

Focused on the Sr. Adult consumer to understand health conditions, medical and community support needs and media analytics.

HUMANA Health Insurance, Louisville, KY Aug 2021 – Jun 2022

Sr. Manager (Contract), Competitive Intelligence and Media Planning for Digital Management Division & Retail Account Planning to improve customer engagement.

Identified & tracked Consumer Digital Journey.

Spearheaded Ease of Navigation project planning for Humana’s Retail and Medicare insurance policies.

Captured UX activity to identify areas of opportunity.

Actively managed two vendors Syndicated Research (Forrester) and Digital Behavioural Tracking (ComScore) to drive Competitive insights.

Worked with Wellness team to develop consumer facing tools to increase customer engagement.

SCIENTIFIC GAMES, Alpharetta, GA Dec 2017 – Mar 2021

Sr. Manager, Consumer Insights & Business Development supporting State Lottery initiatives.

Implemented retail research testing protocols [test & control] by trade channel to improve consumer engagement.

Managed 4 Panel Communities each with 900+ participants, plus published blogs on sites (for consumer engagement). – Panels hosted on Toluna, a platform using a Qualtrics-type programming logic interface.

Programmed weekly/monthly surveys launched on these Consumer Panels. - Responsible for analysis & reporting.

Conducted strategic surveys, implementing state of art segmentation & persona research, in addition to quarterly behavioral tracking studies.

Evaluated game concepts twice annually on each panel platform.

Used SPSS to run the data for all surveys for frequencies (Mean & Mode), plus ran correlations and R2 -– to compare behavioural results. Plus, used a Typing Tool to segment audience (on behaviour, attitude, and awareness). Had 10 to 14 studies concurrently running on 4 consumer panels (National, Ohio, Colorado, & Georgia).

Employed Syndicated Research studies: GfK and Simmons/MRI to better understand the gaming market.

Protiva Consulting, Alpharetta, GA Aug 2016 – Nov 2017

Active Board Member (non-paid)

Helped a startup company, wrote articles for the newsletter to support Digital Media & website development.

AT&T -TELECOMMUNICATIONS - CRICKET WIRELESS PREMIUM PREPAID, Atlanta, Ga Sep 2014 – Aug 2016

Lead, Sr. Manager Consultant Business Development Small & Medium Businesses

Communicated Corporate and Brand Strategies planning and executed Quant/Qual Studies, including shopper journey/messaging mapping, copy testing, brand architecture/positioning studies and customer experience (NPS).

Employed Consumer Segmentation and Consumer Life Cycle (CLC) projections to populate quarterly budget forecast.

Utilized SPSS Classification and Regression Trees, cluster, factor analysis, and significance testing. Created A/B market product testing for new promotional initiatives.

Utilized Customer Satisfaction, NPS, and Foresee website interception to measure & improve customer engagement.

At AT&T, used SAS enterprise to understand relationship of device purchase (cell phones) to demographics and geography. Later used SPSS to analyse NPS data about device usage (Qualtrics surveys).

AT&T -TELECOMMUNICATIONS Wireline Apr 2014 – Aug 2014

AT&T - Digital Channel, Atlanta, GA - Sr. Manager, IT Analytics Consultant (Contract) - Supported online channel, supply chain and agile marketing/software process, & consumer usability. Traced purchase path from initial order to fulfillment (mapped process in Visio).

AT&T - YP (YELLOW PAGES), Atlanta, GA Feb 2013 – Jul 2013

Sr. Analytics Consultant, Customer Retention (Contract)

Measured effectiveness of Digital Media Advertising support for YP advertisers, NPS ratings improved 10% over six months period.

Reported NPS ratings and monthly customer churn in a weekly dashboard, thus measuring customer engagement. Used Qualtrics platform for programming, launching, & reporting results.

Fundamental Research Philadelphia, PA Aug 2010 – Jan 2013

Vice-President, new business development & responsible for primary research/consumer insights

Developed and maintained relationship with key clients.

Conducted qualitative and quantitative primary research for IPG industrial tape company (fielded research, analysed results & reported findings).

Facilitated Discussion Groups with IPG Senior Manager to identify greatest needs for research.

Moderated Consumer Focus Groups among retailers and corporate owners of small to mid-sized companies in three cities (Toronto, Atlanta, and Houston).

Infor Global Solutions, Atlanta, GA Mar 2009 – Jul 2010

Senior Finance Analyst (Contract) – Special Projects

Identified and corrected errors found within inter-company foreign exchange transactions.

Created a summary master of all corporate transactions for 5-years.

BBDO ADVERTISING, Atlanta, GA Jul 2006 - Sep 2008

Director Account Management, & Advertising Planning for Digital Media

Supporting Tele-communication Clients

Managed consumer analytics and customer insights for all agency clients, including new business to drive clients’ sales.

Provided Market Mix (time series) models for Agency clients: Capital One, ING, Bayer, and Dell. Advised clients where should spend marketing dollars.

Account Planner for Bayer Advanced (Lawn & Garden). Created new product concept testing protocols and advised client on best messaging for digital (online), social media, sponsorships and broadcast TV and Radio.

Also, worked with Pharma OTC product research & efficacy tests.

All seven clients required deep analysis, often used CHAID, and hierarchical regression – used SPSS, in addition to PCA and Cluster analysis. We analyzed primary research.

On New Business pitching team, at least quarterly fielded surveys on Qualtrics on Qualtrics to study a new industry vertical (natural gas utility, hotel (travel & entertainment), banking (commercial & retail), and hardware/big box store.

UNITED PARCEL SERVICE, CORPORATE, Atlanta, GA May 2000- Jun 2006

Corporate Senior Manager, Business Development using Marketing Analytics & Consumer Insights

Provided analytical and consumer insight support to corporate strategic planning teams and ad agencies to retain and grow customer sales. Facilitated analytical and research projects throughout the UPS Enterprise (US, International, and Subsidiaries). Managed a 10 -member team.

Provided primary research and analytical support to corporate initiatives to reduce churn of UPS customers by redirecting primary research efforts on retention instead of churn. These efforts resulted in an overall improvement of customer churn by 2%.

Ran SPSS to first see frequencies, later used factor analysis, PCA or other means to reduce data, then used cluster analysis to find new groupings, plus tried ANOVA. We had consumer satisfaction tracking studies using PLS (also used SPSS). Utilized SPSS Classification and Regression Trees, Structural Equations, Multi-Regression and Significance Testing for analysis.

Explored opportunities for UPS in the Healthcare/Pharmaceutical sector, interviewed hospital staff, physician groups, and pharmaceutical manufacturers to ascertain transportation needs of temperature sensitive materials.

THE COCA-COLA COMPANY, Atlanta, GA Feb 1997- Jan 2000

Global Senior Manager, Marketing Strategy, & Retail Account Planning

Facilitated knowledge management of consumer insights across the entire organization through leading ideation sessions. Managed a 5-member team.

Appointed to strategic planning teams - Consumer Direct initiative (sponsors were CPG, food and beverage, retail, and IT companies).

Globally managed advertising (copy) testing for all brands in US, Asia, Latin America, and Europe.

Worked with major supermarket chains to measure effectiveness of respective shopper card rewards program and to better understand the shopper experience. Increased shelf space significantly (15%) for Coca-Cola, Diet Coke, and Sprite.

Used SPSS to analyse consumer tracking studies n=250,000 across multiple years (for trending), ran frequencies, factor & cluster analysis to create new segments, plus compared to existing segments. In addition, to advertising tracking to better understand which features of ads worked best for the respective brands.

LANCE SNACKS, INC., Charlotte, NC April 1991 – Jan 1997

Marketing Director, Grocery Retail Channel Expansion, Advertising/Media planning, and Consumer Insights.

Managed Ad Agency and merchandising support vender relationships for development of Grocery Retail programs.

Set up 4 Test Markets (Two Control and Two Expansion markets) for validating a comprehensive marketing plan which included corporate supermarket retail presentations, merchandising, promotional support, and advertising communications.

oSuccessful consumer programs in the test markets were rolled out to Lance Snack distribution network (nationwide). – Increased nationwide Lance snack sales by +15% for the Grocery Retail channel.

oIncrease sales in the Expansion test markets by 110% and 43% in the Control (mature) grocery retail markets.

Responsible for International Sales to the Caribbean.

Managed a team of 5 Sales and Operations managers to develop concepts for new snack products.

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