Emory University - Goizueta Business School

Community Manager  -  Consumer Insights  -  Market Research  -  Brand Strategy

Mondelēz International

Senior Associate Manager, Customer Growth Insights

In the spring of 2023, I was promoted to be an Associate Manager on the Supplier Insights and Audience Science team. I continued my role as data consultant for key suppliers, this time focusing on the beauty and personal care spaces, which included securing the renewal of three contracts totaling $1.4M in annual revenue. I also maintained my role in auditing/approving pricing and providing thought leadership in commercializing our team's data subscriptions.

The new role has also brought new opportunities. In partnership with a key supplier, I spearheaded an initiative to develop a HIPAA-compliant model to target potential HPV vaccinators, which included the development of customer profiles for key segments. I also took on a role in supporting supplier-funded market research projects leveraging the Walgreens customer panel of over 20,000 customers, such as a category/aisle reinvention project with 3-phases of qualitative and quantitative research leveraging various methodologies.

Walgreens

Associate Manager, Supplier Insights & Audience Science

I joined Walgreens to take a new approach to generating consumer/shopper insights. Serving as a data consultant to key companies in the beverage, snack, confectionary, and battery spaces, I provided guidance on using sales and transactional data from the myWalgreens loyalty database of over 100 million customers (housed on IRI/Circana) to sharpen promotional analyses, pricing strategy, assortment recommendations, and customer profiling.

Furthermore, I took on the task of maintaining and updating my business unit's pricing policies for the $20M+ annual revenue data subscription business. I served as the final audit on all pricing requests for new and existing subscribers to ensure fair, accurate pricing that adhered to our commercial guidelines.

Senior Analyst, Supplier Insights & Audience Science

In the spring of 2019, I joined the SMX Division of Ipsos, a leading market research agency, to ingrain myself in market research as a Community Manager. I was assigned to the division’s largest client, a Fortune 50 company who’s a leading player in the financial services space, and later supported leading brands in the energy and CPG industries.

In my role, I led the design, execution, and analysis of consumer-driven research, often managing multiple projects on very tight time timelines. As a community manager, I leveraged a consumer panel with over 5000 members to recruit and conduct qualitative and quantitative research on topics ranging from foundational research on consumer segments, creative evaluation, and shopper/retail trends.

Furthermore, I served as a main point of contact for my client, handling day-to-day client requests and communications. I frequently presented findings over e-mail and in virtual presentations, improving my ability to distill data into key findings and succinctly explain complex data.

Ipsos

Community Manager

At the end of 2017, I transferred to the Consumer Marketing Insights (CMI) team to pursue my burgeoning interest in market research. I supported the pen and mechanical pencil categories, specifically, Paper Mate and Sharpie (combined annual sales over $1.2 billion).

I led consumer testing for new pen concepts and product ideas. Valued at $22.6 million in new annual net sales, this was tabbed as the top priority for Newell’s Writing business. At the conclusion of testing, over 80% of all concepts and ideas passed action standards to warrant further development. I worked on numerous other research projects, including several concept-led product tests (CPTs), and provided research summaries and recommendations on innovation idea tests, qualitative exploration reports, and new market entry.

In addition to completing research projects, I constantly worked with the brand development team as an expert on consumer research, ensuring their plans were aligned with consumer needs/wants. I also directed the Consumer & Shopper Connect program, managing a budget of $11,000 to connect cross-functional colleagues with users and choosers of Newell products.

Newell Brands

Associate Manager, Consumer Marketing Insights

At the start of 2017, I was promoted to be an Associate Brand Manager on the Coloring and Mr. Sketch team.

I led the development of new adult coloring kits to continue leveraging the adult coloring trend. Working with seven internal teams and two outside vendors, these new kits contributed over $6 million in new net sales, with margin improvements by over 1800 basis points from the previous launch.

For Mr. Sketch, I used POS data from NPD to size the youth art category and make strategic pricing recommendations. Using IRI household panel data, I gained some information on the youth art category shopper. To better understand the category consumer, I kicked off a massive research project to understand what drives brand choice. In addition, I worked on new innovation projects to create larger packs for our customers as well as a large-scale packaging/graphics overhaul to generate cost savings and stand out on shelf.

Associate Brand Manager

I began my tenure at Newell Brands as an Assistant Brand Manager on the North American Writing Activation team, chiefly supporting the Sharpie and Prismacolor brands.

A key responsibility of mine was data analysis. Using IRI syndicated data, I created numerous ad hoc point of sale (POS) reports to diagnose business challenges and unearth opportunities, several of which I reported to business leadership. I developed performance trackers for the 2016 innovation launches on the Sharpie and EXPO brands. Updated weekly with IRI data, these trackers monitored sales, distribution, pricing, and promotions. They were sent to both the Writing business leadership team as well as C-Suite executives, including the company CEO.

I worked on several consumer promotions and PR initiatives on Activation. In the fall of 2015, I assisted in the reactivation of the Sharpie and Prismacolor brands on social media. I also helped create content on the Sharpie Facebook page, including several giveaways. In the spring of 2016, I led the creation of over 50 photo and video assets to be featured on brand social media accounts and retailer web sites. At the back to school season, I launched a national coupon program to drive trial of key innovation launches.

Assistant Brand Manager

The German Studies department selected me to be their designated peer tutor for other German students. In that capacity, I assisted students struggling with German language acquisition, developing individualized lesson plans and material for each session.  This role stirred within me a desire to help colleagues when in need, something I continue to strive to do to foster a collaborative, supportive work environment.

Emory University

German Tutor

As an intern in the accounting department of the InterContinental Hotel in Frankfurt, Germany, I conducted internal audits to ensure guests were properly billed and updated the hotel’s accounts receivables. Working in an office where a foreign language was spoken taught me the value of patience and to not be embarrassed to ask questions, while also offering an enriching opportunity to immerse myself in another culture.

Steven Quirk