LEYLA DOANY
Washington DC,DC
Summary
Data-driven storyteller passionate about one purpose: helping brands tell the stories that matter most to their customers. Over 6 years of experience leading award-winning market research and consumer insight projects at Kantar, Unilever and Hasbro. Currently pursuing a Master's Degree in Marketing at Georgetown University, learning how to help brands reach the right consumers with the right message at the right time.
Overview
5
5
years of professional experience
Work History
Market Research Analyst (Graduate Intern)
Hasbro (Subsidiary: Wizards Of The Coast)
06.2023 - 08.2023
- Led a strategic consumer insight project for marketing leadership of collectible card game ‘Magic: The Gathering,’ positioning a $100M+ core product launch. Identified research objectives and business questions, using advanced statistical analysis of survey data with SPSS to uncover relevant insights about consumer attitudes and behaviors.
- Presented key findings to senior stakeholders: combined data-driven recommendations with storytelling to define value proposition, audience segmentation and purchase drivers.
- Built relationships with senior stakeholders in Product Design, Marketing, Partnerships and Economics to identify business priorities and opportunities for impactful research.
Senior Consultant
Kantar
11.2018 - 07.2022
- Senior consultant within Unilever's Consumer & Market Insights department leading 40+ award-winning consumer research and insight projects in the CPG categories for senior stakeholders.
- Managed briefs from start to finish: identifying strategic research questions, analyzing consumer and market data, presenting key findings and making strategy recommendations. Recognized for exceptional performance and leadership at Kantar by being promoted to Senior Consultant in less than one year.
- Consistently nominated for most impactful consumer insight projects in 2019, 2020 and 2021: personally nominated for Unilever's Research Partner of the Year 2019 recognizing excellence in individual agency partners. Led an award-winning project in 2021 identifying NPD opportunities worth $4.4 million >40% GM for Unilever's Innovation team by highlighting unmet consumer needs in the Spices & Seasonings category.
- Led projects requiring a deep understanding of consumers, brands and markets in CPG categories through digital analytics (social listening and search data), market research (sales data and product launches) and business context (brand purpose and marketing objectives).
- Specialized in storytelling: selected to lead multiple storytelling training sessions teaching junior colleagues and senior stakeholders at Unilever and Kantar how to create compelling brand narratives. Skilled in connecting the dots between complex consumer and market datasets to form impactful and actionable stories for senior stakeholders.
Education
Master's Degree - Integrated Marketing Communications
Georgetown University
Washington DC, USA 05.2024
Master of Arts - English Literature
University of Edinburgh
Edinburgh, UK06.2015
Skills
- Consulting & Brand Strategy
- Consumer Insights
- Market Research
- Storytelling
- Quantitative & Qualitative Data Analysis
- Presentation & Public Speaking
Timeline
Market Research Analyst (Graduate Intern)
Hasbro (Subsidiary: Wizards Of The Coast)
06.2023 - 08.2023
Senior Consultant
Kantar
11.2018 - 07.2022
Master's Degree - Integrated Marketing Communications
Georgetown University
Master of Arts - English Literature
University of Edinburgh
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