Kasia Piekarz
Maplewood,USA
Summary
An insights and analytics expert who combines proactive stakeholder management, integrated insights, and memorable storytelling to inspire organizational transformation.
Overview
24
24
years of professional experience
Work History
Brand Building Insights Lead, Sour Patch Kids
Mondelez International
East Hanover, New Jersey
05.2025 - Current
- Formulated 2028+ innovation strategy utilizing qualitative, quantitative, and AI-driven insights; resulted in creation of four new insights-led innovation platforms through concept and consumer testing
- Oversaw multi-step insights workstream to improve communications and pack/price alterations focused on removing artificial dyes, featuring claims testing, price and pack size choice model, and in-home consumer testing.
- Identified critical share loss drivers by combining insights from key macro trends with understanding of consumer, market, and competitive landscape using internal, external, and syndicated data sources
- Synchronized category drivers, brand health, and consumer behavior for annual media strategy enhancement
Digital Measurement, Insights, and Analytics Lead
Mondelēz
East Hanover, NJ
09.2023 - 04.2025
- Developed and led multi-year digital measurement and reporting strategy for U.S. market.
- Drove 150 basis points share growth through media spend reallocation for U.S. and Global strategic planning.
- Created organic search attribution model with external data science team, identifying $2 million in growth opportunities.
- Implemented dashboard development, unified data integration, and insights activation across commercial business.
Shopper Insights Senior Manager
Mondelez International
East Hanover, NJ
03.2021 - 08.2023
- Achieved Global Sales Award by creating simple, engaging consumer decision tree narrative adopted by omni sales teams for effective customer activation.
- Collaborated with stakeholders across sales and marketing to establish foundational path to purchase research; final scope encompassed qualitative and quantitative primary research, secondary sources, and sales data; insights utilized in customer meetings across channels, at national sales meeting, and strategy discussions
- Developed decision-backed problem framing, storytelling, activation trainings for 100+ U.S. Insights & Analytics team
VP, Consumer, Brand, Strategic Insights
LRW/Material
New York, NY
01.2015 - 02.2021
- Led two sequential consumer segmentations for a $1B global health and beauty brand that has been the cornerstone of its product, sales, and brand strategy since 2014; included stakeholder engagement across the organization and with the C-suite
- Pioneered a social media brand health tracker that reduced costs by $1M and increased coverage by 30% for a global videogame company
- Demonstrated YouTube's critical role in the beauty shopper journey with research that proved the same stimulus can drive up to two times more conversion on YouTube vs. Instagram because of a deeper, more authentic platform experience
- Used academic research on habit formation to design a quantitative assessment of the lasting impact of food and beverage habits transformed by the pandemic for Google’s sales development team (client pitches, webinars, public think pieces)
- Guided a major U.S. bank to reconsider its functional-benefit approach to social media targeting through empathy-focused insights highlighting the importance of fear in consumer decision-making
- Founded a non-profit business unit, where junior researchers led pro-bono projects
- Managed a group of 10+ researchers
Research Director
LRW/Material
New York, NY
01.2013 - 01.2015
- Designed a bespoke in-store communications testing methodology for one of the world's largest beverage and snacks companies that combined less-conscious and traditional inputs
- Decreased costs by 20% on a $600k global brand tracker (5 markets worldwide) through streamlining project processes and automated reporting tools while adding more 'so what' analysis
Senior Research Manager, Research Manager, Research Associate
LRW/Material
New York, NY
06.2010 - 01.2013
- Managed day-to-day execution of quant and qual research projects from kickoff through final reporting, including segmentation, brand positioning, creative testing, and attitudes/usage
Marketing and Distribution Services Manager
TOKYOPOP
Los Angeles, CA
09.2006 - 06.2010
Special Sales Representative and Marketing Associate
Independent Publishers Group, IPG
Chicago, IL
01.2003 - 08.2006
Editorial Intern
Sphinx Publishing, an imprint of Sourcebooks, Inc
Naperville, IL
08.2002 - 01.2003
Teaching Fellow
Nanjing University Attached Middle School
Nanjing, China
09.2001 - 08.2002
Education
MBA - Business Administration
UCLA Anderson School of Management
Los Angeles, CA06.2011
BA - English and Political Science, Honors
Grinnell College
Grinnell, IA05.2001
Skills
- Insights-led strategy
- Advanced analytics management
- Long-term insights planning
- Research design
- Data analysis
- Actionable reporting
- Stakeholder management
- Integrated insights
- Dashboard development
- Data integration
- Quantitative analysis
- Consumer segmentation
- Strategic planning
- Stakeholder engagement
- Market research
- Predictive analytics
- Data storytelling
- Executive presentation
- Cross-functional collaboration
Volunteer Experience
- Treasurer of SOMA Justice, a grassroots community-based organization focused on reducing local racial inequity through education, activism, and mutual aid.
- Co-founded and co-chair New Jersey’s first suburban police board, focused on promoting equity in the criminal justice system.
Endorsements And Awards
- Global Sales Award for Actionable Insights
- Diversity, Equity, and Inclusion Award
- Employee of the Year Award
- Six Report of the Quarter Awards
- I'm very inspired, haven't seen this before. —co-founder of one of Silicon Valley's most disruptive companies referring to custom advertising attribution research
- The ‘so what' value is sky high; this [report] has lots of actionable insights that I believe can have significant business impact. —Market Research Manager, global entertainment company
- Honestly, could not have asked for more on this project. Do them all like this. :) —SVP, Global Insights, Fortune 100 CPG Company, referring to global beauty brand segmentation
Affiliations
- Treasurer of SOMA Justice, a grassroots community-based organization focused on reducing local racial inequity through education, activism, and mutual aid
- Co-founded and co-chair New Jersey’s first suburban police board, focused on promoting equity in the criminal justice system
Timeline
Brand Building Insights Lead, Sour Patch Kids
Mondelez International
05.2025 - Current
Digital Measurement, Insights, and Analytics Lead
Mondelēz
09.2023 - 04.2025
Shopper Insights Senior Manager
Mondelez International
03.2021 - 08.2023
VP, Consumer, Brand, Strategic Insights
LRW/Material
01.2015 - 02.2021
Research Director
LRW/Material
01.2013 - 01.2015
Senior Research Manager, Research Manager, Research Associate
LRW/Material
06.2010 - 01.2013
Marketing and Distribution Services Manager
TOKYOPOP
09.2006 - 06.2010
Special Sales Representative and Marketing Associate
Independent Publishers Group, IPG
01.2003 - 08.2006
Editorial Intern
Sphinx Publishing, an imprint of Sourcebooks, Inc
08.2002 - 01.2003
Teaching Fellow
Nanjing University Attached Middle School
09.2001 - 08.2002
MBA - Business Administration
UCLA Anderson School of Management
BA - English and Political Science, Honors
Grinnell College
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