Projects 

These projects represent a sample of my cross-industry experience.  My work has covered both B2B and B2C and spans verticals including technology, financial, manufacturing, non-profit, and retail, enabling firms to create long term strategic roadmaps, design new customer experiences, develop new products, rethink marketing approaches.  

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End to End customer experience

Managed cross functional teams to design and implement client centered experiences for  the initial go to market for SendPro┬« Pitney Bowes's first broadly released SaaS application.  This involved bringing a deep understanding of client behavior, expectations, and needs to the development of new business process and workflows 

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SMall business typology

Cross analyzed data from hundreds of interviews and observations of small businesses in order to understand their orientations toward different types of products and services.  The final typology focused on their growth trajectory and digital orientation, and was used to develop the basis for a worldwide small business segmentation used by corporate marketing.

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Consumer finance

Established a program of research to understand how consumers manage their personal finances and interact with financial institutions.  The results included a model of needs and behaviors based broadly on life stages and provided actionable insights on technology usage that were incorporated into strategic business planning across business units. 

Specialty Grocery Store

Using in-store observations, interviews, surveys, and demographic analysis, enabled a grocery chain to understand their target segments in a new market. The work demonstrated that their target segment did not include a group that had the potential to become their most valuable customers, shifting the go forward marketing plans.