YOLANDA KARPEL
Manhattan Beach,CA
Summary
A dynamic leader with 25+ years of experience driving sales through unmatched consumer insights and business development strategies and enthusiasm. Skilled in crafting compelling narratives to inspire and inform across all organizational levels. Possesses strong presentation, interpersonal, and research abilities for bottom-line results. Expert in consumer-focused intelligence solutions for success across a wide-ranging portfolio across markets and verticals.
Overview
31
31
years of professional experience
Work History
Marketing, Strategy, and Research Consultant
Market & Consumer Insights Consultancy
10.2017 - Current
- Founded and leads firm, designing and executing research projects to gather insights into consumer behavior, trends, and competitor activities, serving as POC for clients and leading primary research
- Administered primary research projects for US and global Fortune 500 companies, directly working with company CMOs, VPs, R&D leaders, and other Executives from program design to reporting
- Collaborates with clients on research development plans, research design, annual market research plans, and other strategic initiatives, all informed by desired outcomes and needs of the enterprise
- Translate the business needs into actionable analytic-focused initiatives to provide solutions and recommendations to enable business success, wider consumer adoption, or increased sales
- Leverages research insights to prepare brands for global launches, acquisitions/sales of portfolio assets, and product specific adjustments: packaging, advertising, functionality, or material design
- Maintains vetted vendors/service provider relationships, enabling comprehensive access to industry research data, rigorous marketing insights, and the flexibility to reallocate saved research funds
Vice President of New Product Development and Acquisitions
Playtex (later acquired by Energizer)
02.2013 - 10.2017
- Oversaw the strategic direction, annual vision, and execution of new product launches and acquisitions; managed marketing research functions infrastructure, including learning agenda and a $5M budget
- Oversaw day to day operations, developed and executed all consumer insights research and analytics for Playtex, delivered qualitative/quantitative insights on marketing goals and strategies
- Established a research center of excellence, facilitated efficient knowledge management, saving resources; avoided redundant tests and exploited historical research for new insights and strategies
- Shaped all pathway to purchase insights for big box consumers, managed sales cycle with buyers achieving significant shelf wins and ensuring growth across brand equities and private label sales
- Managed retailer relationships and partnerships, optimized aisle configurations based on clients products; deepened further opportunities for acquisition and retention growth across all categories
- Evaluated and presented trends, financial risks, and proof-of-concepts for go/no-go launch decisions
Research Director
Playtex (later acquired by Energizer)
09.2007 - 02.2013
- Executed market research strategies, leveraging both qualitative and quantitative methodologies to translate key research findings and insights into informed decision-making and strategic initiatives
- Pioneered an innovative and cost-effective consumer panel method, reorienting research towards a pool of local consumer voices to cut brand research costs and simplify user testing timelines
- Optimized research tools and workflows, refining the overall internal research processes, leading to a more efficient workforce, reduced wait times, and a complete strategic research experience for all
Global Consumer Insights Manager
Playtex (later acquired by Energizer)
01.2004 - 09.2007
- Led a cross-functional team in analyzing market trends, consumer behavior, and competitive landscapes to drive strategic decision-making, synthesizing data from diverse sources for actionable insights
- Spearheaded large-scale segmentation initiatives for strategic market positioning, leveraged insights to fine-tune products, optimizing value propositions and addressing unmet consumer demands
- Developed comprehensive line optimization strategies with select brands, increasing exposure or new products, refining target markets, and phasing out less cost-effective brands
Senior Research Analyst
Playtex
04.2001 - 01.2004
Senior Account Executive
Millward Brown
01.2000 - 01.2001
Account Executive
Millward Brown
01.1999 - 01.2000
Senior Client Coordinator
NFO Research (TNS)
01.1998 - 01.1999
Research Coordinator
NFO Research (TNS)
01.1997 - 01.1998
Senior Research Associate
Moskowitz Jacobs
01.1996 - 01.1997
Research Associate
Moskowitz Jacobs
01.1994 - 01.1996
Education
Executive Master of Business Administration (MBA) -
Pace University
New York, NY01.2003
Bachelor of Arts (BA) - Major: Marketing/Advertising
Pace University
New York, NY01.1996
Skills
- Shopper Insights
- Pathway to Purchase
- Market Segmentation
- Brand Health Tracking
- Market Intelligence
- Needs Assessment
- New Product Ideation
- Ethnography
- Concept & Packaging Testing
- Pricing
- Ad & Positioning Testing
- Shelf Optimization
- Satisfaction & Loyalty
- Competitive Assessment
- Data collection
- Qualitative research
- Research design
Professional Highlights
- Established a research Center of Excellence, facilitated efficient knowledge management, saving resources; avoided redundant tests and exploited historical research for new insights and strategies.
- Administered primary research projects for US and global Fortune 500 companies, directly working with company CMOs, VPs, R&D leaders, and other Executives from program design to reporting.
- Directed strategic vision, new product launches, and acquisitions while managing marketing research functions, managing budgets between $1M to >$5M for research initiatives.
Industries Served
- Consumer Healthcare
- Feminine Care
- Beverage
- Apparel and Footwear
- Logistics and Shipping
- Coffee and Quick Service Restaurants
- Automotive
- Home and Kitchen Products
- Food and Grocery
- Entertainment and Events
- Toys and Games
- Sun Care Products
Brands Supported
- Johnson & Johnson
- Coca-Cola
- Nike
- McDonald's
- FedEx
- Dunkin Donuts
- Volvo
- Pepperidge Farm
- Rubbermaid
- Kraft Foods
- Tropicana
- Swanson Foods
- Radio City Music
- Baby Magic
- Hall/Madison Square Garden
- Parker Brothers
- Banana Boat
- Hawaiian Tropic
- Schick
- Diaper Genie
Timeline
Marketing, Strategy, and Research Consultant
Market & Consumer Insights Consultancy
10.2017 - Current
Vice President of New Product Development and Acquisitions
Playtex (later acquired by Energizer)
02.2013 - 10.2017
Research Director
Playtex (later acquired by Energizer)
09.2007 - 02.2013
Global Consumer Insights Manager
Playtex (later acquired by Energizer)
01.2004 - 09.2007
Senior Research Analyst
Playtex
04.2001 - 01.2004
Senior Account Executive
Millward Brown
01.2000 - 01.2001
Account Executive
Millward Brown
01.1999 - 01.2000
Senior Client Coordinator
NFO Research (TNS)
01.1998 - 01.1999
Research Coordinator
NFO Research (TNS)
01.1997 - 01.1998
Senior Research Associate
Moskowitz Jacobs
01.1996 - 01.1997
Research Associate
Moskowitz Jacobs
01.1994 - 01.1996
Executive Master of Business Administration (MBA) -
Pace University
Bachelor of Arts (BA) - Major: Marketing/Advertising
Pace University
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