Summary
Overview
Work History
Education
Skills
Career Note
Timeline
Generic

Kelley Trost

Grosse Pointe Farms,MI

Summary

Savvy marketing research and insights professional with comprehensive research acumen and diverse cross-sector knowledge achieved through progressive agency and research supplier roles.


Skilled multi-tasker with superior work ethic and dedicated teamwork, problem-solving, interpersonal and organizational skills.

Overview

18
18
years of professional experience

Work History

Associate Director, Insights

Carat USA
10.2021 - Current
  • Key role in day-to-day support of GM Chevrolet media and brand marketing clients, successfully contributing to their audience-first, people-based marketing approach with targeted audience intelligence, and timely business and competitive intelligence.
  • Analyze proprietary and industry data that has uncovered keen audience insights and identified viable opportunities to inform strong media channel and partnership recommendations.
  • Foster collaboration to maintain strong relationships with peers, Carat Planning leads, Chevrolet clients, creative agencies and vendor partners.
  • Track key performance indicators to measure success of multiple cross-channel campaigns and custom content programs.

Market Research Consultant

Self-employed
01.2020 - 09.2021
  • Leveraged market research expertise and diverse sector knowledge to provide analytic consulting and custom research solutions to clients: Crain Communications, G&S Communications and Coleman Research.
  • Created and distributed online surveys for data collection and analysis.
  • Supported new business development efforts with secondary research - business/competitive intelligence and agile primary research (consumer and b2b).

Director Research & Data Products

Crain Communications
02.2014 - 12.2018
  • Established market research function for B2B publication to leverage successful editorial product and access to competitive intelligence.
  • Assisted with publication sales and marketing strategies to foster achievement of revenue goals.
  • Formed strategic partnerships with B2B Industry organizations and connected with advertisers and prospects to provide agile custom research solutions in support of brand health KPIs, new product development, and VOC feedback.

Senior Research Consultant

Maritz Research Inc.
10.2007 - 02.2014
  • Developed winning research proposals that contributed to $3M in custom research organic revenue, identified research objectives, created and executed custom research plans for clients in Automotive and Building Materials sectors.
  • Executed comprehensive custom research programs with proven ability to deliver actionable insights to inform on brand health KPIs and VOC at OEM brand and dealership levels.
  • Synthesized quantitative data (custom and syndicated), wrote detailed - visually appealing - reports and presented research findings to stakeholders.

Director

Clear Seas Research
03.2006 - 08.2007
  • Contributed to start-up and promotion of for-profit division of BNP Media to support b2b advertiser clients and prospects in the Architecture & Construction sector.
  • Hired and mentored analysts to assist in executing primary and secondary research for b2b advertisers and industry partners.
  • Developed relationships with industry organizations, and advertisers that resulted in delivering syndicated trackers and custom brand health studies.

Education

Bachelor of Arts - Advertising

Michigan State University
East Lansing, MI

Skills

  • Analytical and Curious
  • Client Service
  • Creative Problem-solver
  • Coaching and Mentoring
  • Data Storytelling
  • Project Management

Career Note

Sr. Research Manager - BNP Media, Project Director - RDA Group (IPSOS), Sr. Research Manager - The Mark Travel Corporation, Research Assistant - Market Opinion Research (MOR). 

Timeline

Associate Director, Insights

Carat USA
10.2021 - Current

Market Research Consultant

Self-employed
01.2020 - 09.2021

Director Research & Data Products

Crain Communications
02.2014 - 12.2018

Senior Research Consultant

Maritz Research Inc.
10.2007 - 02.2014

Director

Clear Seas Research
03.2006 - 08.2007

Bachelor of Arts - Advertising

Michigan State University

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Kelley Trost