Consumer Understanding
Every great strategy starts with empathy strong enough to survive a spreadsheet. I’ve built frameworks like Dell’s segmentation playbook—turning “user data” into stories people inside the company could act on—and Kmart’s first-person narratives that helped teams design for emotion, not demographics. My belief: understanding consumers isn’t about research volume, it’s about narrative clarity. When teams can see the person behind the purchase, they build better everything.
Dell
Consumer Segmentation Playbook
Dell’s consumers value and use technology in a variety of ways. Internal marketing teams needed to understand who these consumers are, their drivers and channel preferences. Guided retail marketing with clear 'entertainment vs. productivity' and 'at-home vs. on-the-go' frameworks.
Results—Shared with retail customers, the playbook streamlined communication aligning Dell's products and messages with that of the retailers, making the presentation of Dell's products unique to each retailer while adhering to established brand standards.
Kmart
First Person Future State Narratives
Using complex research and analysis from McKinsey, developed fictional character voices expressing ideal experiences with targeted merchandise categories.
Results—Cross-functional teams, merchandising, operations, distribution, marketing, store design teams, used these as reference guiding the development of new in-store experiences.
Johnson & Johnson
Oral Care Behavior Opportunity Analysis
Inconsistent brand presentation and store operations led to in-aisle product blindness. Studied primary and secondary research to develop opportunities from a concise set of strategic insights.
Results—Findings and recommendations were used to guide cross functional strategic planning, retailer engagement and retail media negotiations
