Zachary Carlson
Jacksonville,FL
Summary
Senior consumer research and project management professional with nearly 10 years in sports and consumer marketing, audience development and insights, and cross-functional team management. Known for reliability in defining and meeting KPIs, and effectively communicating insights with internal and external stakeholders.
Overview
11
11
years of professional experience
Work History
Senior Manager, Fan Research
Pga Tour
Jacksonville, FL
03.2017 - Current
- Leading a team executing 40+ research activities annually, quantifying social media analysis, and building data visualizations for up-to executive level distribution
- Deploying $500,000+ annual budget to maintain program health and manage multiple vendor relationships for data-driven insights
- Implementing Qualtrics experience management at PGA TOUR to gain insights on fan behavior, professional player sentiment, tournament feedback and employee satisfaction
- Built and managed a VIP research community of 12,000+ fans using audience segmentation to create personalized consumer experiences
Senior Account Executive
Leo Burnett / The Abundancy
Chicago, IL
09.2015 - 03.2017
- Coordinated Strategy, Analytics, User Experience, Technology and Creative teams to meet project deliverables while actively identifying new business outside current scopes
- Managed comprehensive development of media supporting SunPower Solar flagship products including print, video and digital assets
- Measured key performance metrics and resources / budgets as they relate to project scopes
- Curated and built content for U.S. Cellular content hub microsites
Project Manager
Meclabs
Jacksonville, FL
07.2013 - 09.2015
- Advanced from analyst to project manager in four months
- Expertise in digital optimization and online A/B and multivariate test design leading data-driven innovation for clients
- UX and project lead building a custom Content Management System for the New York Times home delivery ecommerce website
- Strategized email marketing calendars including cadence, design and development for Bose's list of 2.2 million recipients
Education
Bachelor of Science - Management Information Systems
Florida State University
Tallahassee, FL05.2013
Some College (No Degree) - Management Information Systems
Bradley University
Peoria, ILSkills
- Strategic Planning
- Insight Reporting
- Market Analysis
- Project Management
- Data-Driven Decision-Making
- Cross-Functional Team Leadership
- Client Relationship Management
- Audience Development
- Budget Oversight
- User Feedback Collection
- Product Vision and Strategy
- Usability Studies
- Vendor Management
- KPI Tracking
- Requirements Gathering
- Customer Segmentation
- Website Optimization
- Wireframing
- A/B Testing
- Stakeholder Communication
Timeline
Senior Manager, Fan Research
Pga Tour
03.2017 - Current
Senior Account Executive
Leo Burnett / The Abundancy
09.2015 - 03.2017
Project Manager
Meclabs
07.2013 - 09.2015
Bachelor of Science - Management Information Systems
Florida State University
Some College (No Degree) - Management Information Systems
Bradley University
Similar Profiles
Asher Olaf WikanAsher Olaf Wikan
Cashier at PGA Tour SuperstoreCashier at PGA Tour Superstore
Andrew NeumannAndrew Neumann
Sales Associate at PGA Tour SuperstoreSales Associate at PGA Tour Superstore
William DonahoeWilliam Donahoe
Senior Assistant Golf Course Superintendent at PGA Tour/TPC SugarloafSenior Assistant Golf Course Superintendent at PGA Tour/TPC Sugarloaf
Brandon TakahashiBrandon Takahashi
Sales & Merchandising Specialist at PGA Tour SuperstoreSales & Merchandising Specialist at PGA Tour Superstore
Luis VilaLuis Vila
Pipefitter Foreman at Gary Rodgers PlumbingPipefitter Foreman at Gary Rodgers Plumbing