Ethan Keyserling
Arlington,VA
Summary
Motivated and experienced research enthusiast with an appetit for deriving actionable insights from complex data, delivering easy-to-comprehend results. Experienced in methodologies ranging from global brand tracking initiatives to interactive geofenced mobile surveys. Team-oriented leader who enjoys collaborating with both technical and non-technical members to best achieve company objectives.
Overview
6
6
years of professional experience
Work History
Senior Research Manager
Hinge Marketing
Reston, VA
03.2020 - Current
- Manager of the research team at Hinge Marketing, a marketing and research firm specializing in branding, client experience research, and marketing strategy for professional services firms.
- Worked in a client facing role, managing research projects from establishing an objective, all the way to presenting the results.
- Designed questionnaires, built interview guides, and used a variety of quantitative and qualitative research methods to best meet our clients' objectives.
- Analyzed research data with analytical tools such as Qualtrics and Excel in order to turn complex information into practical, easy-to-implement insights.
- Conducted and published Hinge's primary research reports to drive company visibility, be used as marketing content, and to showcase thought leadership in the marketplace.
Customer Insights Analyst
Hilton
McLean, VA
05.2017 - 03.2020
- Was part of the Customer Insights team within the Corporate Strategy division at the Hilton’s global headquarters.
- Analyzed customer data, demographics, preferences, and buying habits to aid in the development of marketing campaigns, innovation concepts, customer journey strategy, and new business opportunities
- Worked in a highly cross-functional environment, reporting/presenting research results to VPs and senior level executives on a variety of teams such as, product innovation, brand strategy, customer loyalty, and guest experience.
- Point of contact and manager for Hilton’s US Brand Health Tracker. Responsibilities included assembling bi-monthly key trend summaries, ad hoc data analysis, and conducting brand deep dive reports.
- Managed projects that utilized 3rd party research firms such as Nielson, Research Now, Satisfi, Hall & Partners, and Rockbridge, to gather primary data through a variety of marketing research methods, such as focus groups, 1on1 interviews, and mobile/computer-based surveys.
- Conducted quantitative and qualitative data analysis with statistical software programs such as SPSS, Ascribe, Qualtrics, Wincross and Excel.
Marketing & CRM Analyst - Intern
T3 Information Systems
Washington, DC
05.2016 - 08.2016
- Used Clickdimensions and Mail Chimp to develop email marketing drip campaigns, generating leads and potential clients.
- Analyzed click rate data from emails, websites, and demos to accurately gage customer web traffic.
- Led informational webinars on CRM functionally and capabilities of our Business Software Solutions.
- Implemented and configured Microsoft Dynamics CRM platform to the specific wants and needs of non-profit organizations such as AALU, MAPI and NASTT.
CPG Marketing Analyst - Intern
The Emerson Group
Philadelphia, PA
06.2015 - 12.2015
- Gained in-depth knowledge of the retail & consumer packaged goods industries by working with several over the counter health and beauty care brands, such as Carmex Lipcare, Salanpas, and AcneFree.
- Utilized IRI and eCRM shopper data sources to understand & analyze business situations, develop recommended strategies, and assemble thorough client presentations.
- Evaluated planograms, hurdle rates, and SKU listings across drug, food, and mass retailers to inform clients of potential areas for growth and provide up to date information on competition.
Education
Market Research Certification - Market Research
University of Georgia - Market Research Institute
Online10.2019
Masters Degree - Management (Marketing Focus)
University of Arizona - Eller College of Managment
Tucson, AZ12.2016
Bachelor of Science - Marketing
Virginia Tech - Pamplin College of Business
Blacksburg, VA05.2014
Skills
Questionnaire & interview guide development
Data visualizations
Quantitative & Qualitative research methods
Complex data analysis using Qualtrics, SPSS, Excel
Deriving and presenting actionable insights
Working in a cross-functional team environment
Publishing research content
B2C & B2B research
Timeline
Senior Research Manager
Hinge Marketing
03.2020 - Current
Customer Insights Analyst
Hilton
05.2017 - 03.2020
Marketing & CRM Analyst - Intern
T3 Information Systems
05.2016 - 08.2016
CPG Marketing Analyst - Intern
The Emerson Group
06.2015 - 12.2015
Market Research Certification - Market Research
University of Georgia - Market Research Institute
Masters Degree - Management (Marketing Focus)
University of Arizona - Eller College of Managment
Bachelor of Science - Marketing
Virginia Tech - Pamplin College of Business