Emily Arbour
Simpsonville,SC
Summary
Strategic leader with 15+ years of experience leading consumer research, leveraging insights to drive business value. Skilled in working with executive leadership and fostering collaboration to achieve organizational goals and deliver exceptional results. Passionate about continuous learning, team development and uncovering new ways to understand consumer behavior for competitive advantage.
Overview
14
14
years of professional experience
Work History
Senior Research Manager
Smarty Pants
03.2021 - Current
- Design, scope and successfully execute custom research initiatives (qualitative, quantitative, secondary, strategic work sessions) to identify actionable insights to address clients' key business challenges, both within the US and globally.
- Source and manage innovative research tools to uncover richer insights, increase agility and identify ways to reduce costs
- Execute qualitative approaches – from virtual interviews, in-person focus groups, to digital diaries – bringing strategic thought leadership and utilizing expert moderating skills to ensure highly informative insights, while being adaptive to client requests and participant responses.
- Utilize my background in agency and corporate research to quickly identify implications and actionable insights, as well work with clients to develop final deliverables that can be used to integrate insights across the organization.
Associate Director, Brand Strategy & Insights
Community Coffee Company
01.2019 - 03.2021
- Strategic thought leader and change agent for custom marketing research and brand KPI tracking / performance metrics, including having an active role in development and presentation at quarterly board meetings
- Provide research interpretation and recommendations on brand evolution, product innovation, consumer feedback, and business strategy
- Redirected RTD innovation pipeline strategy to capitalize on trending categories and repositioned the brand to be distinct while appealing to new audiences
General Manager, Brand Strategy & Insights
Community Coffee Company
02.2016 - 12.2018
- Executed 5 year innovation plan, product strategy, and integration of marketing research to align with overall company strategy, including the development the insights roadmap
- Leveraged consumer research to evolve brand positioning and creative from highly rational to emotional appeal, leading both internal and external creative teams to execute packaging and communications rebranding
- Primary contact for advertising agency of record, including strategy, creative and media campaigns across B2C and B2B channels, in which time led an initiative to redefine the media targeting approach to increase reach and effectiveness of media spend
Brand Manager, Consumer Insights & Innovation
Community Coffee Company
09.2013 - 02.2016
- Drove brand evolution through custom marketing research and brand strategy initiatives, including brand tracking, package testing, creative testing, product concept testing, consumer needs-state and pain point mapping
- Drove significant value through new product development and SKU rationalization of over 80+ items
- Evaluated, sourced and managed research partners to explore major white space areas for future growth and lead all custom research initiatives, including brand tracking, creative testing and new product evaluations
- Collaborated cross-functionally with Sales, Marketing, Customer Service and Operations to optimize product portfolio and launch new items
Strategic Planner
The Martin Agency
11.2011 - 09.2013
- Led brand strategy and insights including custom research projects, advertising strategy, and campaign measurement & reporting for B2B and B2C clients
- Specific research projects included marketing mix modeling, database segmentation, voice of the consumer, consumer journey mapping
- Led analysis for consumer identification/insights for new business pitches
Education
Masters of Mass Communication - Advertising Research
Louisiana State University
Baton Rouge, LA05.2010
Bachelor of Business - Marketing
Louisiana State University
Baton Rouge, LA05.2008
Skills
- Strategic Thought Leader
- Corporate Strategy
- Consumer Insights
- Executive Communication & Presentation Skills
- Research Design
- Brand Management
- Relationship Building
- Sales Presentation Customization
- Creative Problem Solving
- Project Management
Digital Resume
www.linkedin.com/in/emilyarbour
Timeline
Senior Research Manager
Smarty Pants
03.2021 - Current
Associate Director, Brand Strategy & Insights
Community Coffee Company
01.2019 - 03.2021
General Manager, Brand Strategy & Insights
Community Coffee Company
02.2016 - 12.2018
Brand Manager, Consumer Insights & Innovation
Community Coffee Company
09.2013 - 02.2016
Strategic Planner
The Martin Agency
11.2011 - 09.2013
Masters of Mass Communication - Advertising Research
Louisiana State University
Bachelor of Business - Marketing
Louisiana State University
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