Portfolio Examples
Select Projects & Experiences
01
2025 Quirks NYC Event
Public Speaking Experience
Topic: Elevate Your Insights Org with C-Suite Level Reporting and Storytelling
Impact: 200 audience size, across different Insights & Analytics orgs / companies / industries, attended my session. Dozens of attendees told me my session was helpful, funny, and their favorite session that day.
02
Consumer Card Value Proposition Research
Leveraging advanced methodologies like Discrete Choice Modeling, MaxDiff, and TURF to deviate optimal card configuration
Business question: What are the right rewards and benefits to improve acquisition, usage and loyalty, without eroding profit margins?
Key Clients: Mastercard, Visa, Synchrony Financial, FinTech, Banks
Results: Across my career, I've helped to design, test, and recommend optimal rewards for card value proposition. It is through a combination of core rewards in key categories, rewarding for inside and outside brand spend, offering cardholder-specific benefits and unique brand engagements that are key drivers to new acquisitions and sustained usage.
Due to confidential reasons, specific client names and details cannot be shared publicly. Thank you for your understanding.
03
Utilizing The Right Marketing Strategy For End-Clients
Leveraging mixed methods research to better understand market landscape, audience needs and pain points to drive a new marketing strategy
Business question: How do we acquire the next generation of cardholders? How do we market to them, and what channels would maximize ROI.
Solution: Through a multi-phase project, we leveraged qualitative research for exploration and discovery, while utilizing quantitative research to build confidence.
Results: Marketing to Gen Z requires a marketing strategy of feature prioritizations, messaging towards their life stage and lifestyles of using credit "to stretch their funds", and focusing on specific social media channels.
For Millennials, messaging should be geared towards the specific reward value proposition: where do they earn extra cash back and how much. Marketing should be on financial websites, news, travel blogs to maximize ROI and exposure.
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