Columbia Business School

Duke University

Consumer Insights Expert, Award-winning Screenwriter

Greater New York City Area

Mar 2020 - present> Lead multi-market customer research strategy, methodology, and execution in partnership with product owners of Citi's high net worth client products, such as Citigold and Citigold Private Client> Research topics include understanding the upgrade experience and testing messaging around offers and products> Methodologies include co-creations; in-person moderated usability testing; remote moderated and unmoderated usability testing; focus groups; online communities; eye-tracking; quantitative surveys2018 - Mar 2020> Led multi-market customer research strategy, methodology, and execution in partnership with product owners, designers, and developers in the US Consumer Digital team, all within an agile development environment ($1MM+ budget)> Launched new and innovative digital products in the Payments and Money Movement space to increase propensity to spend on Citi cards and promote Citi products across lines of business> Research topics include creating a new online and mobile payments experience, a new customer-facing tool for debt management, and adding new payment methods

Citi

VP, Customer Experience Research Manager

- Formerly the Research and Consulting division of Vision Critical> Led qualitative and quantitative market research projects for clients including Capital Group American Funds, Bank of the West, BB&T, Fiserv, TD Canada, and Selective Insurance ($1.8MM+ book of business, a YOY increase of 40%)> Recruited and managed research team focused on concept and product testing, brand image studies, consumer segmentation, consumer target and needs gap identification, UX and CX studies, brand health tracking analysis, and advertising and copy testing

Maru/Matchbox

Research Director

- Led qualitative and quantitative market research projects for clients including Yahoo, Gucci, Aetna, Manulife, and Diageo ($1.4MM+ book of business)> Directed a team to develop private market research online communities, increasing research subject engagement by 30%

Vision Critical

- Burkhart Marketing: worked on a variety of market research projects for an independent marketing agency based in Indianapolis> The New England Journal of Medicine: wrote in-depth research reports on physician behavior> C Space: synthesized complex data into succinct research reports for clients in the financial services sector> Think Now Research: developed new reporting template for client-facing research reports for a Los Angeles-based market research firm with a Hispanic focus

Consultant

Market Research Consultant

- Led qualitative and quantitative market research projects for more than 20 clients including HP, Nestle, Giant Foods/Stop & Shop, Mattel, and Citi to understand consumer behavior and sentiment> Reviewed writing and data analysis samples from potential hires and advised internal team on how to revamp the analysis segment of the hiring process> Created internal customer insights and reporting coaching program

C Space

Community Manager

- Managed Journal Watch brand in print, online, and at medical conventions, enabling consistent brand growth and positive ROI> Led multivariate research projects in an agile design environment to improve internal efficiencies and online user interface> Created online marketing and customer acquisition campaigns for Journal Watch, increasing annual subscriptions by 65%

NEJM Group

Brand Manager and Online Marketing Manager

- Developed new cross-sell and donor strategies and native advertising programs and led cross-functional design, circulation, and operations teams for People Magazine (left early due to family relocation to Boston, MA)

Time Inc.

Associate Marketing Manager

- Led cross-functional design, technical, and editorial teams managing over 25 branded web sites to implement strategic site improvements for both new business and renewals, leading to annual increases in subscription revenue, in addition to employing innovative marketing strategies that earned the 2006 Bronze Echo Award from the Direct Marketing Association

Primedia Consumer Magazines

Assistant Marketing Manager

- Developed new infrastructure for product search, improving the online and in-store sales customer experience and increasing purchases by at least 20% for more than ten clients including Nike, Ford, Radio Shack, Martha Stewart, Williams-Sonoma and E*trade

Nina Kentsis

Nina Kentsis