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Operating Manager, Findley Associates, LLC (2004-Present)
Projects to date have fallen into two broad areas: 1) helping market research firms more clearly understand their target markets and develop, sell and deliver services that meet client needs, and 2) test design and analysis, marketing mix analysis and forecasting for a wide variety of clients.
Information Resources, Inc (1985-2003)
IRI is the 3rd largest market research firm in the U.S. It provides scanner data based services to help consumer packaged goods companies understand what drives their business, and to identify opportunities for improved performance.
Executive Vice President, Testing Business Development (2001-2003)
Responsible for building the testing services business nationwide. Worked with the client service organizations to identify and close sales opportunities.
- Grew the business by over 12% in the first full year, after years of flat sales.
Executive Vice President, Analytic Product Management and Development (1997-2001)
Responsible for development and management for IRI’s analytic products including market structure analysis, marketing mix, new product forecasting and testing services.
- Launched three major new products:
- Mix Drivers, a new marketing mix model that uses Bayesian Shrinkage to increase the accuracy and actionability of the results.
- Mix Planner, a simulation tool that allows brand managers to get monthly forecasts based on their monthly marketing plan.
- Attribute Drivers, which applies Logit Analysis to household panel data to accurately determine the importance of product attributes.
President, Testing Services Division (1994-1997)
Responsible for all aspects of the testing service business, including the BehaviorScan markets.
- Developed IntroCast, which provides earlier year-one forecasts for new products. IntroCast is also able to simulate the impact of alternative marketing plans.
- Built a sales support system that became the model for all of IRI’s services.
- Grew the Matched Market and Controlled Store Testing business by over 200%
Executive Vice President, Region Manager (1988-1994)
Responsible for sales and delivery of IRI’s syndicated tracking services. (InfoScan)
- Grew revenues by 15-20% per year.
- Drove the installation of IRI’s first-ever quality control system.
Executive Vice President, Analytic Services Product Management (1985-1988)
Responsible for the Consumer Research and Market Response Analysis services.
- Integrated IRI’s and MDS’s analytic services.
- Grew market response analysis revenues by 20% per year.
Management Decision Systems (Acquired by IRI in 1985) (1973-1985)
MDS was an M.I.T. spin-off, founded in 1970 by three marketing professors who wanted to apply their ideas to the real world. Joined as the 7th employee, when annual revenues were under $1 million. By 1985 MDS had 250 employees and revenues were $25 million.
Senior Vice President, General Manager, Consumer Research Division (1982-1985)
Responsible for this autonomous division whose services included Assessor (pre-test market forecasts), Perceptor (market structure analysis), Sprinter (test market analysis) and other survey research based services.
- Grew revenues 10-20% per year.
- Expanded services into new markets, outside of consumer packaged goods.
Other Key Positions at MDS
- Vice President, Marketing Decision Support Systems
- Director Client Service
- Senior Management Scientist
U.S Army Combat Engineer Officer (1967-1971)
A company commander in Vietnam, responsible for all engineering work for a 20km sector of the country. Supported Special Forces operations near the Laos/Cambodia border. Airborne. Ranger.
EDUCATION
MS, Sloan School of Management, M.I.T. (1971-1973)
BS, U.S. Military Academy (West Point) (1963-1967)
A frequent speaker at industry functions. A guest lecturer at Columbia, Cornell, Dartmouth, Duke, Northwestern, Wharton and Yale.
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