Meesha Branch

Meesha Branch

Studies at:

University of California - Irvine

Location in:

Greater Los Angeles Area, United States

Meesha Branch

Meeshas connections

Currently

Studies at:
University of California - Irvine
Location in:
Greater Los Angeles Area, United States

Bio

CONSUMER INSIGHTS PROFESSIONAL
Consumer & Shopper Insights • Innovation • Market Intelligence
Client-Side • Supplier-Side • Consultative
Consumer Product Goods • Telecommunications

 Consumer and Market Insights Professional with a passion for solving complex business challenges through developing strategically thoughtful studies using strong business acumen to drive revenue growth and brand awareness in worldwide markets.
 Formally trained with Fortune 500 Companies (Nestle Purina, General Mills, LG Mobilecomm, Mar’s Food) in understanding fundamental primary research roles on both the client- and supplier-sides through strong story-telling and in-depth insight generation to influence business strategy.
 Expertise in project management at various brand life stages (brand defense, margin maintenance, new product launch) and forming strong relationships across external and internal business partners at all levels of an organization.

Quantitative Research Skills: Brand Equity Tracking • Copy Testing • Segmentation • Legal Claims Test • Concept Testing • Virtual Store • Syndicated Data (IRI Impact & Xlerate, Nielsen AOD and Panel) • Online Data Collection (Confirmit, Qualtrics) • Exposure to SPSS, Minitab and SAS

Qualitative Research Skills: Focus Groups • In-depth Interviews (IDIs or One-on-one’s) • Ideation Sessions • Ethnographies • In-Store Intercepts • Led various Creative/Innovation Sessions to uncover White-Space in the Marketplace

Specialties: Quantitative & Qualitative Research, Insights Generation, Concept Development

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Work

2013 – present

Assoc. Manager, Insights Marketing

Mars
  • As a team of one for the entire Uncle Ben’s brand, managed all levels of the CMI department while Sr. Manager was out on 6 month leave. The role consists of being the voice of the consumer for Marketing from brand development inquiries to advertising, leading concept, Hispanic U&A and BASES II tests for the Innovation team, uncovering Shopper’s Insights for Category Management and Sales, maintaining the 2.8MM research budget and representing the US Food Division during the global transition from IRI syndicated database to Nielsen AOD.
  • • Lead the US Food Division globally-mandated transition from IRI syndicated data to Nielsen AOD. Including custom database development and validation, coordinating associate training and database socialization.
  • • Enhanced the Marketing team’s ability to make faster, more informed decisions about their brands at lower costs through leveraging personal vendor relationships and a well-developed research tool-kit.
2011 – 2012
(Mar – Sep)

Senior Brand Strategist

DB5
  • Built dynamic relationships with clients by providing custom solutions to specific business needs with the goal of being a strategic partner versus a vendor offering cookie cutter approaches. Gained an extensive research tool-kit full of new quantitative and qualitative research techniques that are faster, more cost efficient and tailored to meet strategic business issues.
  • • Analyzed large sets of quantitative data to distill actionable insights to influence client business initiatives.
  • • Managed all stages of the research Project Management process including responding to RFP’s, questionnaire development, external vendor management, final analysis and presentation.
2010 – 2011
(Oct – Mar)

Consultant/Senior Account Manager

MILLWARD BROWN- INC
  • Assisted Client Service Team with advanced analytics and report writing for an International Brand Equity study that required 19 individual country reports, four regional roll-up reports for both men and women samples (total of 46 full decks). Sought out by Senior Vice President of West-coast Operations for my expertise in international studies with high-maintenance clients that require senior staff.
2010 – 2011
(Aug – Mar)

Principal Consultant

Branching Out Analytics
2008 – 2010

Associate Marketing Manager: Insights Marketing

LG Electronics
  • Succeed in fast-evolving environment of telecommunications to deliver strategic quantitative and qualitative research for new product development. Achieve buy-in for critical projects by building strong rapport with key internal and external clients. Collaborate with Seoul R&D team to ensure North American consumer voice drives device development. Manage $1.8M consumer research budget for North America’s Mobile Communication Division.
  • • Identified successful product features for design, color, and user interface by emphasizing qualitative methodologies.
  • • Championed “voice of the customer” across marketing divisions and agencies to guide a successful brand strategy within a highly competitive market.
  • • Implemented an insights generation process that translated consumer observations into new product ideas shared with Seoul Insight Marketing and R&D teams.
2008
(Mar – Dec)

Consumer Insights Associate: Pillsbury Convenient Frozen Foods Division

General Mills
  • Elevated competitiveness of Toaster’s Strudel and Totino’s Pizza brands with strategic consumer research, managing $1.1M budget and all new product launches. Directed creation and administration of in-home usage research, legal claims tests, focus groups, ethnographies, and market segmentation studies. Partnered with Frozen Breakfast/Pizza cross-functional teams on product development, product design, packaging, positioning, and advertising. Conducted presentations for executive team on demographic findings and product recommendations.
  • • Led rollout of products including 2 flavors of Toaster’s Strudel designed to capture market share from Kellogg’s “Pop Tarts” brand.
  • • Recognized with “2008 People Development and Inclusion Award” for dedication to diversity in the workplace and for spearheading Dialoging on Inclusion Series.
2006 – 2008

Consumer Insights Associate: Center for Learning and Experimentation

General Mills
  • Identified strategic opportunities as project manager directing marketing research studies. Swiftly built relationships with cross-functional teams to deepen understanding of their business needs, resulting in frequent requests to lead their studies.
  • • Maximized market gains by using foundational market structure maps to identify highest-potential products.
  • • Innovated new platform areas and drove ideation of new packaged meal products by restructuring the quantitative market structure study for the Meals Division.
2004 – 2005
(Apr – Dec)

Senior Research Executive: Nestle Purina On-site Consultant

MILLWARD BROWN- INC
  • Relocated to St. Louis, MO to a client-facing role directing market research for 26 Nestle Purina Pet Care brands across 7 categories with 14,000+ annual participants. Propelled ad awareness for Purina products, resulting in increased funding for targeted media plans. Conducted frequent client presentations to convey findings and served as liaison communicating client needs to Chicago office. Managed $1.3M budget.
  • • Achieved 7% increase in brand awareness for Beggin’ Strips by overhauling media campaign following effective analysis of 14 years of product advertising data.
  • • Coached Assistant Research Executive to master market research skills, resulting in promotion to Research Executive within 12 months.
2000 – 2004

Senior Research Executive: Disney Key Project Manager

MILLWARD BROWN- INC
  • Hired into entry-level position and quickly gained a solid foundation in market research principles and project management. Promoted within record 6 months to Research Executive managing global brand equity study for Disney Corporation in up to 21 countries with 10,000 participants. Became Subject Matter Expert in international studies. Managed 1 direct report.
  • • Promoted transformation in Disney’s business practices by producing illuminating brand equity studies.
  • • Played key role in expanding a Disney study from 6 to 21 countries translated into 15 languages plus 2 multicultural sub-segment targets in the US.
  • • Created 40-minute questionnaire with translation into 9 languages, correcting mistakes in 6 versions to prevent $500K loss.
  • • Selected to serve as project manager guiding international studies for LA office, a high-profile assignment given the studies’ significant revenue generation.

Work

2013 – present

Assoc. Manager, Insights Marketing

Mars
  • As a team of one for the entire Uncle Ben’s brand, managed all levels of the CMI department while Sr. Manager was out on 6 month leave. The role consists of being the voice of the consumer for Marketing from brand development inquiries to advertising, leading concept, Hispanic U&A and BASES II tests for the Innovation team, uncovering Shopper’s Insights for Category Management and Sales, maintaining the 2.8MM research budget and representing the US Food Division during the global transition from IRI syndicated database to Nielsen AOD.
  • • Lead the US Food Division globally-mandated transition from IRI syndicated data to Nielsen AOD. Including custom database development and validation, coordinating associate training and database socialization.
  • • Enhanced the Marketing team’s ability to make faster, more informed decisions about their brands at lower costs through leveraging personal vendor relationships and a well-developed research tool-kit.
2011 – 2012
(Mar – Sep)

Senior Brand Strategist

DB5
  • Built dynamic relationships with clients by providing custom solutions to specific business needs with the goal of being a strategic partner versus a vendor offering cookie cutter approaches. Gained an extensive research tool-kit full of new quantitative and qualitative research techniques that are faster, more cost efficient and tailored to meet strategic business issues.
  • • Analyzed large sets of quantitative data to distill actionable insights to influence client business initiatives.
  • • Managed all stages of the research Project Management process including responding to RFP’s, questionnaire development, external vendor management, final analysis and presentation.
2010 – 2011
(Oct – Mar)

Consultant/Senior Account Manager

MILLWARD BROWN- INC
  • Assisted Client Service Team with advanced analytics and report writing for an International Brand Equity study that required 19 individual country reports, four regional roll-up reports for both men and women samples (total of 46 full decks). Sought out by Senior Vice President of West-coast Operations for my expertise in international studies with high-maintenance clients that require senior staff.
2010 – 2011
(Aug – Mar)

Principal Consultant

Branching Out Analytics
2008 – 2010

Associate Marketing Manager: Insights Marketing

LG Electronics
  • Succeed in fast-evolving environment of telecommunications to deliver strategic quantitative and qualitative research for new product development. Achieve buy-in for critical projects by building strong rapport with key internal and external clients. Collaborate with Seoul R&D team to ensure North American consumer voice drives device development. Manage $1.8M consumer research budget for North America’s Mobile Communication Division.
  • • Identified successful product features for design, color, and user interface by emphasizing qualitative methodologies.
  • • Championed “voice of the customer” across marketing divisions and agencies to guide a successful brand strategy within a highly competitive market.
  • • Implemented an insights generation process that translated consumer observations into new product ideas shared with Seoul Insight Marketing and R&D teams.
2008
(Mar – Dec)

Consumer Insights Associate: Pillsbury Convenient Frozen Foods Division

General Mills
  • Elevated competitiveness of Toaster’s Strudel and Totino’s Pizza brands with strategic consumer research, managing $1.1M budget and all new product launches. Directed creation and administration of in-home usage research, legal claims tests, focus groups, ethnographies, and market segmentation studies. Partnered with Frozen Breakfast/Pizza cross-functional teams on product development, product design, packaging, positioning, and advertising. Conducted presentations for executive team on demographic findings and product recommendations.
  • • Led rollout of products including 2 flavors of Toaster’s Strudel designed to capture market share from Kellogg’s “Pop Tarts” brand.
  • • Recognized with “2008 People Development and Inclusion Award” for dedication to diversity in the workplace and for spearheading Dialoging on Inclusion Series.
2006 – 2008

Consumer Insights Associate: Center for Learning and Experimentation

General Mills
  • Identified strategic opportunities as project manager directing marketing research studies. Swiftly built relationships with cross-functional teams to deepen understanding of their business needs, resulting in frequent requests to lead their studies.
  • • Maximized market gains by using foundational market structure maps to identify highest-potential products.
  • • Innovated new platform areas and drove ideation of new packaged meal products by restructuring the quantitative market structure study for the Meals Division.
2004 – 2005
(Apr – Dec)

Senior Research Executive: Nestle Purina On-site Consultant

MILLWARD BROWN- INC
  • Relocated to St. Louis, MO to a client-facing role directing market research for 26 Nestle Purina Pet Care brands across 7 categories with 14,000+ annual participants. Propelled ad awareness for Purina products, resulting in increased funding for targeted media plans. Conducted frequent client presentations to convey findings and served as liaison communicating client needs to Chicago office. Managed $1.3M budget.
  • • Achieved 7% increase in brand awareness for Beggin’ Strips by overhauling media campaign following effective analysis of 14 years of product advertising data.
  • • Coached Assistant Research Executive to master market research skills, resulting in promotion to Research Executive within 12 months.
2000 – 2004

Senior Research Executive: Disney Key Project Manager

MILLWARD BROWN- INC
  • Hired into entry-level position and quickly gained a solid foundation in market research principles and project management. Promoted within record 6 months to Research Executive managing global brand equity study for Disney Corporation in up to 21 countries with 10,000 participants. Became Subject Matter Expert in international studies. Managed 1 direct report.
  • • Promoted transformation in Disney’s business practices by producing illuminating brand equity studies.
  • • Played key role in expanding a Disney study from 6 to 21 countries translated into 15 languages plus 2 multicultural sub-segment targets in the US.
  • • Created 40-minute questionnaire with translation into 9 languages, correcting mistakes in 6 versions to prevent $500K loss.
  • • Selected to serve as project manager guiding international studies for LA office, a high-profile assignment given the studies’ significant revenue generation.

Education

2012 – 2015

University of California - Irvine

MBA Candidate
1993 – 1998

University of California- Los Angeles

Bachelor of Arts

Additional Info