Yuliya Grinberg
Hastings-on-Hudson,NY
Summary
I am Sr. UX Researcher with over 10 years of experience across qualitative research, marketing brand strategy, and education. I apply my interdisciplinary knowledge and skills to help companies understand and connect with consumers as people, not just data points. I have also published extensively on the topics of digital culture, self-tracking, and wearable tech. My goal is to build impactful brands and products by guiding companies to think holistically, critically, and ethically about consumer behavior and user needs.
Overview
20
20
years of professional experience
Work History
Assistant Professor of Marketing and Anthropology
Drew University
01.2020 - Current
- Teach original courses on user-centric research, brand strategy, and the ethics of big data and AI
- Lead and train collegiate teams in crafting marketing communications campaigns for major brands as part of nationwide competitions hosted by Effie and the American Advertising Federation (AFF)
- Impact: mentor 100+ students yearly, helping to grow the marketing major to 6th largest on campus; led marketing teams in winning “Best Human Truth” award for consumer insights work on Tide (via AAF) and reaching the semi-finals for advertising communications plan developed for Ally Financial (via Effie).
UX and Qualitative Research Consultant
YG Ethnography
01.2016 - 01.2020
- Conducted end-to-end ethnographic and qualitative research for Fortune 500 companies
- Applied diverse research methodologies, including participant observation, diary studies, card sort, survey analysis, ethnographic interviewing, semiotics, and contextual analysis
- Identified and presented insights on cultural patterns that shape user behavior to cross functional teams
- Impact: research informed development of quantitative surveys, employee training manuals, consumer segmentation studies, and user personas.
Ethnographic Researcher
Columbia University
01.2012 - 01.2018
- Managed a multi-sited ethnographic study of the self-tracking sector funded by a Wenner-Gren grant
- Collected and analyzed data from 100+ participants using interviews, participant observation, and discourse analysis
- Conducted literature review of 300+ academic sources
- Impact: research resulted in the publication of 1 book (forthcoming from Cambridge University Press), 2 academic articles, 5 blog posts, and 15+ academic conference presentations.
Brand Strategist
BBDO
01.2007 - 01.2009
- Developed brand strategy for Campbell’s Condensed Soup and Campbell’s Kitchen, working in concert with client partners, account managers, marketing researchers, and creative teams
- Contributed to 3 ethnographic projects and analyzed data from 20+ marketing and trend reports
- Impact: produced an enhanced understanding of Campbell’s key consumer: mom, helping to reposition the brand and develop an updated set of brand guidelines.
Brand Strategist
StrawberryFrog
01.2006 - 01.2007
- Supported strategy team with research, competitive analysis, and brief development for Sam’s Club and A&E.
Assistant Account Executive
Saatchi & Saatchi
01.2004 - 01.2005
- Contributed to all aspects of advertising development for Cheerios; participant of KidCulture research group.
Education
Ph.D. - Anthropology
Columbia University
01.2019
M.A. - Anthropology
Columbia University
01.2011
B.S. - Marketing
New York University, Leonard N. Stern School of Business
01.2004
Skills
- Applied research – ethnographic interviewing, observation, competitive and contextual analysis, discovery
- Strategy – brand positioning, creative brief development, presenting & reporting to clients
- Management – mentorship and advising, vendor and participant recruitment, client relationships
- Public Speaking
- Project Management
- Qualitative Research
- Cultural Competency
- Ethics in Research
- Diversity awareness
- Active Listening
- Mentoring
- Critical Thinking
- Research and analysis
- Discussion Planning
Co-Organizer of Business Anthropology Salon
blah blah blah
Languages
Russian
Native or Bilingual
Timeline
Assistant Professor of Marketing and Anthropology
Drew University
01.2020 - Current
UX and Qualitative Research Consultant
YG Ethnography
01.2016 - 01.2020
Ethnographic Researcher
Columbia University
01.2012 - 01.2018
Brand Strategist
BBDO
01.2007 - 01.2009
Brand Strategist
StrawberryFrog
01.2006 - 01.2007
Assistant Account Executive
Saatchi & Saatchi
01.2004 - 01.2005
Ph.D. - Anthropology
Columbia University
M.A. - Anthropology
Columbia University
B.S. - Marketing
New York University, Leonard N. Stern School of Business
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