ALICIA KOLHOFF
Sparta,MI
Summary
Dynamic market research professional with extensive experience in competitive intelligence and data analysis. Proven track record in developing strategic partnerships and enhancing market reach. Adept at leveraging critical thinking and project management skills to drive business growth and deliver actionable insights.
Overview
36
36
years of professional experience
Work History
Director, Partner Management
Babel Street
Reston, VA
02.2024 - 09.2025
- Identified and evaluated potential partners, including resellers and system integrators, resulting in expanded market reach
- Developed and launched formal partnership program and partner portal, fostering improved collaboration
- Led onboarding processes, including product demonstrations and training sessions, facilitating partner success
Market Research Director
Babel Street
Reston, VA
10.2022 - 02.2024
- Expanded competitive intelligence function by creating battlecards and intel reports and onboarding outsourced CI tool
- Conducted research to support corporate initiatives, including mergers and acquisitions, go-to-market strategy, and business diversification
- Oversaw daily activities of interns, ensuring alignment with team objectives
Market Research Analyst
Babel Street
Reston, VA
11.2021 - 09.2022
- Analyzed competitor government contracts data to inform competitive pricing strategy
- Created monthly market intelligence newsletter and updated competitor and partner database
- Produced presentations and reports to address management and marketing staff requests for data and insights
Market Intelligence Analyst
Warner Norcross + Judd LLP
Grand Rapids, MI
03.2015 - 09.2020
- Conducted market research to identify target markets, market conditions, customer behavior, trends, and competition
- Developed dashboards and analyzed data on email campaigns, web traffic, and trends to inform strategic decisions
- Facilitated executive understanding of key clients, enhancing client satisfaction and identifying growth opportunities
- Designed detailed questionnaires and surveys and reported results for both external and internal use
Market Intelligence Analyst
Priority Health
Grand Rapids, MI
01.2014 - 03.2015
- Developed monthly market intelligence newsletter for key executives at Priority Health and its parent, Spectrum Health (now Corewell Health)
- Managed studies and surveys, formatting and analyzing market share data to inform business and marketing planning
- Developed presentations and reports to fulfill management and marketing staff requests for actionable data and insights
- Created and updated monthly digital marketing report/dashboard to track key performance metrics and trends
Marketing Communications Coordinator III
Spectrum Health (now Corewell Health)
Grand Rapids, MI
02.2013 - 01.2014
- Collaborated with internal clients to assess marketing needs and crafted communication plans targeting internal and external audiences through development of various marketing materials including print ads, billboards, radio spots, brochures, and events.
- Oversaw CRM provider relationship, deepening understanding of data and analytics while educating team members on best practices.
- Supported creation of competitor marketing intelligence tool/system to enhance strategic insights.
System Marketing Analyst
Spectrum Health (now Corewell Health)
Grand Rapids, MI
06.2010 - 02.2013
- Created executive dashboards using web and social media analytics, offering actionable recommendations for improvement.
- Analyzed and organized market share data for service lines and entities to inform business and marketing strategies.
- Coordinated studies and surveys to address client satisfaction needs, overseeing management of external vendors.
Market/Research Analyst
IRN Inc.
Grand Rapids, MI
01.1995 - 06.2010
- Wrote proposals and conducted in-depth research using various sources, including internet, library, and phone interviews, to support informed decision-making.
- Created and maintained spreadsheets/databases for customers, analyzing business mix and projecting future production to guide strategic planning.
- Authored custom research studies for customers and presented findings to executives, facilitating data-driven insights and strategic recommendations.
Assistant Office Manager
IRN Inc.
Grand Rapids, MI
09.1989 - 01.1995
- Typing, filing, report production, answering phones, use of office equipment (fax, copier, etc.), accounts payable and receivable, supervision and training, etc.
Education
Bachelor of Arts - Business Administration
Grand Valley State University
Allendale04.1998
Skills
- Competitive intelligence
- Market analysis
- Business strategy
- Project management
- Quantitative and qualitative analysis
- Data interpretation and translation
- Data visualization
- Critical thinking
- Team collaboration
- Business strategy
- Verbal and written communication
- Problem-solving
- Math/Statistics
- Marketing/Advertising
- Assessing data sources
- SWOT analysis
- Communication and presentation skills
- Relationship building
- Microsoft Suite
- Salesforce
- SQL
- Google Analytics
- Google AdWords
- SharePoint
- SiteMaker
- Webtrends
- Constant Contact
- ContactEase
- Vuture
- SurveyMonkey
- Manzama
- D&B
- LexisNexis
- Tableau
References
Available upon request
Timeline
Director, Partner Management
Babel Street
02.2024 - 09.2025
Market Research Director
Babel Street
10.2022 - 02.2024
Market Research Analyst
Babel Street
11.2021 - 09.2022
Market Intelligence Analyst
Warner Norcross + Judd LLP
03.2015 - 09.2020
Market Intelligence Analyst
Priority Health
01.2014 - 03.2015
Marketing Communications Coordinator III
Spectrum Health (now Corewell Health)
02.2013 - 01.2014
System Marketing Analyst
Spectrum Health (now Corewell Health)
06.2010 - 02.2013
Market/Research Analyst
IRN Inc.
01.1995 - 06.2010
Assistant Office Manager
IRN Inc.
09.1989 - 01.1995
Bachelor of Arts - Business Administration
Grand Valley State University