Summary
Overview
Work History
Education
Skills
Websites
Accomplishments
Certification
Panels And Committees
Personal Information
Timeline
Generic

Karla Kirtland Anderson

Danbury,WI

Summary

Accomplished marketing and research professional, recognized for superior communication and collaboration skills. Reputation for strong focus on clients, resulting in client retention and re-engagement. Expertise and skills include: - Consumer, market, competitor, and trend research - Profiling: demographic, psychographic, and behavioral - Measurement: market penetration, customer retention, satisfaction, and productivity - Broad and pinpoint marketing strategy formulation - Copywriting for digital and print marketing, newsletters, RFPs - High-impact, concise reports and presentations - SWOT analysis, strategy and action planning facilitation

Overview

38
38
years of professional experience
1
1
Certification

Work History

Principal

Kirtland Consulting
01.1997 - Current
  • Approach client with coherent, actionable, and fact-based data/recommendations appropriate to their business needs. Provide business insights to address any gaps and/or opportunities and create value for the client
  • Create concise, user-friendly reports, SWOT implications, and presentation decks.
  • Serve as a strategic thought partner, delivering synthesized insights across diverse data sources (custom research, syndicated data, secondary, etc.) that reveal growth opportunities to guide strategy.
  • An effective storyteller, communicating complex insights to company leaders, cross-functional teams in a way that gets stakeholders to think differently and inspires them to act.
  • Experience facilitating workshops and ideation sessions to translate insights about client needs into business opportunities.
  • Create marketing collateral leveraging market intelligence, brand and competitive positioning.
  • Deliver client and audience presentations.

Vice President of New Business Development / Director of Research

General Growth Properties, Inc.
08.1992 - 12.1996
  • Directed cross-functional teams while managing RFP processes
  • Developed and delivered new business presentations
  • Wrote strategic assessments to enhance the value of owner assets including competitive analysis, leasing, merchandising evaluation, redevelopment opportunities, and marketing recommendations;
  • Facilitated strategic planning meetings for internal teams and external clients
  • Interfaced with industry experts on financial, competitive and consumer trends
  • Provided research services to asset clients, executive management and other key stakeholders
  • Developed strategic and implementation plans with the charter to enhance company's ability to service clients.

Manager of Consumer Research / Senior Research Analyst

MPSI, Inc.
01.1986 - 01.1992
  • Managed accounts and developed business growth strategies for supermarket and convenience store chains, shopping centers, financial institutions, and franchise and corporate owned retailers
  • Coordinated study objectives, developed research methodologies, provided written analysis and compelling presentations.

Education

MBA -

University of St. Thomas
01.1995

BA -

St. Cloud State University
01.1986

Skills

  • Consumer, market and competitor analysis
  • Data synthesis, action-oriented insights
  • Concise reports, SWOT analysis, strategy
  • Strong analytic ability to mine diverse data sets and connect the dots to identify key insights
  • Excellent written and oral communication skills
  • Experience with power point and storytelling
  • Independent, deadline-driven, communicate effectively across levels of teams and leadership
  • Passion for learning at all levels and being the voice of the customer

Websites

Accomplishments

Convention Chairperson and Research Advisory Force, ICSC (International Council of Shopping Centers), Round Table Discussion Leader, Lead Researcher for Syndicated, Industry-wide Consumer Attitude and Behavior study.

Presenter, numerous conferences and conventions on topics such as: consumer benchmarks, market segmentation, and promotion/advertising effectiveness.


Certification

Facilitator Certifications, Institute of Cultural Affairs

Panels And Committees

  • Convention Chairperson and Research Advisory Force, ICSC (International Council of Shopping Centers), Round Table Discussion Leader, Lead Researcher for Syndicated, Industry-wide Consumer Attitude and Behavior study.
  • Presenter, numerous conferences and conventions; on topics such as: consumer benchmarks, market segmentation, and promotion/advertising effectiveness.

Personal Information

Title: Strategic Marketing & Research Professional

Timeline

Principal

Kirtland Consulting
01.1997 - Current

Vice President of New Business Development / Director of Research

General Growth Properties, Inc.
08.1992 - 12.1996

Manager of Consumer Research / Senior Research Analyst

MPSI, Inc.
01.1986 - 01.1992

MBA -

University of St. Thomas

BA -

St. Cloud State University

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Karla Kirtland Anderson