Q. What was your background before joining Dig Insights?
I started my career on the supplier side of market research, learning the fundamentals and specializing in ad tracking, brand equity, and innovation forecasting at Ipsos and Nielsen BASES. I shifted into client side insights, working at Cadbury (pre-Mondelez. I’m dating myself now), and then at Coca-Cola, gaining experience in not only executing and using all types of qualitative and quantitative research, but in putting all of the pieces together to help solve business problems – what I truly became passionate about.
I moved into Senior Brand Management and Strategy roles at Coca-Cola where I developed brand and portfolio growth strategies and executed consumer-centric marketing plans (packaging, pricing, creative strategy and development, and innovation commercialization). This experience showed me the realities of business constraints, the power of cross-functional collaboration and problem-solving, and the importance of compelling, fact-based storytelling.
I was most recently the Director of Marketing at ASICS Canada, where I built the Marketing practice from the ground up, gaining valuable non-CPG industry experience as well as digital, social, and ecommerce data analytics capabilities.
Q. How do you think market research will change in the next 3 years?
As a previous user of research who was tired of 100-page decks that regurgitated obvious data points, I feel extremely passionate about how the market research industry MUST evolve in order to stay current and relevant. It was this passion that attracted me back to research and to Dig, who I saw as true business partners who were interested in going beyond a data point or methodology, and who wanted to solve complex problems in creative ways. There is a plethora of data available to Marketers now, and as insights and data specialists, we need to lead and act as complex data interpreters, solutions experts, facilitators, and storytellers. We need to put the pieces of the puzzle together.
Q. If you were not in market research, what work would you want to do?
Surfing in Costa Rica or training for an Ironman.