Tricia McCracken
Portland, OR
currently: Here to network
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Work history
Sr. Research Analyst
tags:
public relations
• digital + online media + cons...
• market research analyst
How would you describe your time at Waggener Edstrom Worldwide?
* Most relevant brands: Microsoft, Amazon.com, T-Mobile, MasterCard, Starbucks, St. Vincent de Paul
* Public Relations
o Created PR plan strategy research, press releases, and measurement analysis
o Managed research for PR efforts
* Designed and managed Harris Polls for MasterCard and T-Mobile to create press releases. Results included placement in the New York Times
* Conducted focus groups for Microsoft and St. Vincent de Paul to aid in PR strategy
* Analyzed secondary research and media coverage for market and audience insight
* Digital Media/Marketing
o Designed and managed large, proprietary new media consumption study to understand how digital information is shared, accessed, and consumed (such as blogs and social networking)
o Partnered with the agency's Digital Strategies Group to support Digital Storytelling practice
o Built ranked blog lists for PR plans based on a "social authority index" methodology
o Conducted Amazon.com concept research on a strategic online promotion: "Indie Film Festival"... 
Consumer Marketing & Advertising - Beverage Industry
tags:
marketing
• market research analyst
• advertising
How would you describe your time at Diageo & J. Walter Thompson?
Alcohol Beverage Industry - 3 years (Diageo & J. Walter Thompson Advertising, Mar. 1997 - Jan. 2000)
* Advertising and brand-strategy development for client, Diageo, on their wine brands Beaulieu Vineyard,
Glen Ellen, and Blossom Hill while working at J. Walter Thompson advertising agency
o Conducted positioning research for each wine brand resulting in print and TV
* Consumer marketing role at Diageo for Rums and Prepared Cocktails Portfolios
o Developed marketing plans for both portfolios
o Guided agencies for advertising and promotional collateral development
o TGIF Prepared Cocktails
* Redesigned packaging to educate consumers and break through on the shelf
* Developed collateral for the trade. Educated sales force on brand changes
* Created promotions to support new TGIF package, including FSI coupon
o Malibu Coconut Rum
* Developed advertising strategy for Malibu Coconut rum
* Prepared presentation to pair Malibu with diet coke for the US
* Aided management of sponsorship and presence at large scale events including
Black & White Symphony Ball/SF and Gay Pride/SF
o Managed marketing calendar and budget for all portfolios
o Managed shipment and depletion data for brands utilizing IRI syndicated data...
Account Planner - Sr. Account Planner
tags:
market research analyst
• advertising
How would you describe your time at Advertising: J. Walter Thom...?
Advertising & Brand Strategy - 5+ years (J. Walter Thompson, Leo Burnett, Euro RSCG,
Aug. 1996 - Nov. 1998, Jan. 2000 - Jan. 2004)
* Most relevant brands: Sprint, Clorox, The Sierra Club, Charbroil, Reckitt-Benckiser, Delta Dental
* Consistently held a brand strategy role
* Identified the interesting brand communication problem and the interesting consumer insight solution by exploring the market, the product and consumer behavior
o Primary research experience incorporated both qualitative and quantitative methodologies
o Secondary research profiled the market and audience using tools like Factiva, and Simmons data
* Responsible for writing strategic creative brief and presented research analysis and creative brief to client. Communicated brief to creative team to inspire advertising development...
Education
QRC
April 1998 to the present
Qualitative Skills Workshop
B.S. Merchandising Management
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