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...
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