Summary
Overview
Work History
Education
Skills
Additional Information
Timeline
Generic

Heather Cope

Commerce,MI

Summary

Highly accomplished Consumer Insights and Analytics Manager with a proven record of elevating insights and analytics functions across multiple industries. As a strategic leader, I spearheaded and transformed the CMI department at The Taubman Company, driving direct NOI generation across 17 shopping centers. With my past careers, I possess a deep interest in the automotive sector and am excited to leverage and develop further skills in the ASD space. With a passion for innovation, I am well-equipped to lead Bose's CMI function and influence long-term business strategy. Together, let's amplify success in the Automotive System Division and hold true to the statement that 'Sound is Our Superpower'.

Overview

7
7
years of professional experience

Work History

Manager, Consumer Insights and Analytics

Taubman
01.2020 - Current
  • Pioneered and strategically developed an insights and analytics function serving marketing, sponsorship, leasing, and operations departments at Taubman, ensuring alignment with consumer trends, market insights, and competitor analysis.
  • Spearheaded the transformation of consumer insights and dedicated CMI analytics tools, propelling Taubman to a world-class insights function and gaining a competitive advantage among REITs.
  • Established interactive dashboards for traffic, sales, customer satisfaction, and per-center ad-hoc research, empowering stakeholders with critical insights and actionable recommendations through self-serve reports and comprehensive insights deliverables.
  • Orchestrated the management of research vendor relationships, budgets, and cutting-edge research initiatives, acting as a pivotal liaison between internal clients and external vendors to stay ahead as technology evolved.
  • Regularly presented inspiring data through thought leadership to internal executives, delivering strategic insights to drive direct NOI generation across Taubman's 17 centers in the US portfolio, each positioned as an independent brand.

Sr. Analyst, Digital Site and CRM Performance

MRM//McCann
08.2019 - 01.2020
  • Managed internal relationships among account, consumer strategy, creative development, and analytics to successfully implement, monitor and make optimization recommendations for digital initiatives (website and CRM communications for 5 accounts: Buick, Cadillac, Chevrolet, GMC, and GM Cross-Divisional Rewards).
  • Responsible for measuring digital performance, and the overall engagement of key performance indicators specific to the My Rewards program. With that, finding new and innovative ways to create a seamless user experience both online and offline by partnering with various internal programs, agencies, and vendors.
  • Served as the primary lead for both digital business strategies and CRM success, with the overall goal of maximizing impact of marketing efforts, digital operations and optimization, and outreach strategies (based on micro and macro segments, owner lifecycle, targeted demographics, etc.).
  • Primarily accountable for gathering, interpreting, and visualizing data gathered from Adobe Analytics, Tableau and Decibel Insight to present insights to key clients and stakeholders, and to provide strategic and actionable recommendations for future program success.

Analyst, Performance and Analytics Optimization

MRM//McCann
10.2018 - 07.2019
  • Lead strategist and subject matter expert for Decibel Insight Analytics Tool, providing strategy ideation for General Motors Tier 1 through Tier 3 cross-brand divisions (Chevrolet, Buick, GMC, Cadillac).
  • Frequently conducted cross-brand deep dive analyses to better understand the digital user experience and to develop recommendations for website function and usability optimization per client request.
  • Responsible for visualization of large data sets, and presenting the research results directly to clients and stakeholders, ensuring that the data is shared in an easily-digestible format and that the insights provide actionable recommendations.
  • Proactively managed multiple research projects at one time, as well as efficiently managed the Decibel Insight Analytics account, serving as the primary point of contact for all contract and account needs for both supplier and client.

Associate Account Strategist

Google
03.2018 - 07.2018
  • Managed a dedicated portfolio of clients cross-industry who actively partner with Google to maximize their digital marketing and advertising presence through Google Search, Display, and YouTube Properties.
  • Established strong relationships with senior level executives and stakeholders to work in collaboration with them to identify near and long term growth opportunities, and create realistic roadmaps for achieving their unique business goals.
  • Directly responsible for 150 clients per quarter, actively analyzing account performance to recommend data-driven optimizations and bringing rich industry-expertise to clients who are looking to maintain a competitive edge with digital campaign creation and execution strategies.

Research Coordinator

Gongos
09.2016 - 12.2017
  • Responsible for coordinating all pre and post project management logistics for various research methodologies (focus groups, ethnographies, in depth interviews, online quantitative surveys, online qualitative discussion boards, etc.). These efforts lead to $6.3 Million in recognized revenue for Quarter 3 of 2017.
  • Collaborated on a daily basis with cross-functional teams to develop and execute strategic market research approaches to best meet our Fortune 500 clients’ needs, while gathering and interpreting quantitative and qualitative data to answer specific business challenges with actionable insights, utilizing SPSS and Excel.
  • Cultivated creative ideas with our design team to successfully create, visualize and implement valuable insights and key performance indicators into easily-digestible reports prior to client review and executive presentations.
  • Moderated online communities to gather deep dive insights for General Motors, Fiat Chrysler, Dr. Pepper Snapple Group, and Mars Wrigley Confectionery leading to a $250,000 increase in budget retainers for future project proposals.
  • Demonstrated professional, yet interpersonal communication skills as being the primary contact for all project related sample suppliers to ensure quality and accuracy of timelines, financials and project expectations.

Customer Experience Insights Intern

Stellantis (Formerly FCA)
05.2016 - 08.2016
  • Lead the Mopar Express Lane Customer Experience Research Project.
  • Designed and programmed a Customer Experience online AAU survey, reaching over 1,000 current FCA vehicle owners.
  • Analyzed consumer insights data utilizing SPSS and Excel to identify areas of improvement and opportunity, further providing actionable recommendations to the product planning team and Mopar customer service department.
  • Collaborated with the Brand and Product insights team to conduct ethnographic research as well as focus group research in Los Angeles, California for the Muscle Car Research Conflict Study. Insights were then presented to tell the story of who loves muscle cars, what prompts them to purchase, and what types of innovative features should be considered for future vehicle models.

Education

Master of Science - Marketing Research

Michigan State University
East Lansing, MI
12.2016

Bachelor of Arts - Marketing

Michigan State University
East Lansing, MI
05.2016

Skills

  • Consumer Insights
  • Quantitative and Qualitative Research
  • Storytelling
  • Research Management
  • Innovative and Critical Thinking
  • Strategic Vision
  • Detail Oriented
  • Highly Organized
  • Complex Problem Solver
  • Ability to Navigate Ambiguity
  • Employee Coaching and Mentoring
  • Cross-Functional Collaboration

Additional Information

Included But Not Limited To: Microsoft Office Software, Qualtrics, PowerBI, Tableau, SPSS, Nielsen PrimeLingo, ESRI, Placer.ai, OpenAI, Google Analytics, Adobe Analytics Workspace, Decibel Insight

Timeline

Manager, Consumer Insights and Analytics

Taubman
01.2020 - Current

Sr. Analyst, Digital Site and CRM Performance

MRM//McCann
08.2019 - 01.2020

Analyst, Performance and Analytics Optimization

MRM//McCann
10.2018 - 07.2019

Associate Account Strategist

Google
03.2018 - 07.2018

Research Coordinator

Gongos
09.2016 - 12.2017

Customer Experience Insights Intern

Stellantis (Formerly FCA)
05.2016 - 08.2016

Master of Science - Marketing Research

Michigan State University

Bachelor of Arts - Marketing

Michigan State University

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Heather Cope