An inquisitive, interdisciplinary thinker with a keen attention to detail and a penchant for mixed methods research.
Specializes in bringing human insight and a data-driven approach to the creative problem-solving process.
Weber Shandwick | 2015-present
Designed programs of qualitative and quantitative research, overseeing methodology, partner selection, timing,
budget, analysis, and reporting.
Synthesized findings with cultural and brand insights to develop strategic platforms for creative campaigns, routinely outperforming client KPIs.
Select Clients: 3M, ADP, American College of Surgeons, Cargill, Estée Lauder, Gates Foundation, Honeywell, Mall of America, Meijer, City of Minneapolis, Monsanto, Pizza Hut, Royal Caribbean, State Farm, Union Pacific, U.S. Treasury
Mithun | 2015
Wove in-home ethnographic interviews and syndicated data into evocative stories that garnered deep consumer understanding and empathy.
Inspired and informed with short turn primary research as a member of Mithun’s core new business team, regularly presenting for and working alongside c-suite executives.
Effie Gold Award - Client: Keybank
Financial Services Category
Clients: Ashley Furniture, Dog for Dog, Guthrie Theater, Keybank, Land O’ Lakes, Popeyes, Wellmark
Associate Strategic Planner
Campbell Mithun | 2014-2015
Devised a proprietary methodology for visualizing the linguistic efficacy of marketing communications.
Reconciled customer journey research with touchpoint performance data to identify pain points and areas for growth in future connection planning.
Crafted compelling narratives, visuals, typography, and layouts that were instrumental to multiple successful new business initiatives.
Clients: Blue Cross Blue Shield, Delta Airlines, Dell, J.R. Watkins, Keybank, Land O’Lakes, Toro, Zoosk
ethnography, semiotics & linguistic analysis, customer journey mapping, focus group moderation.
inferential & descriptive statistics, scale validation, syndicated data analysis, market segmentation.
competitive audit, marketing accountability, analytics, stakeholder interviews, brand positioning.
eye-tracking software, color & legibility studies, affinity diagrams, wire-framing, prototype testing.
color theory, data visualization, presentation design, typography, layout, brand identity development.
guest lecturer | UMN College of Design & School of Journalism | portfolio design & account planning.
supervised & mentored junior associates and interns in research methods, programming, and coding.
Post-Baccalaureate Certificate, Brand Strategy: Institute of Advanced Advertising Studies | 4As, Minneapolis Chapter
Graphic Design B.F.A + Marketing Minor: University of Minnesota-Twin Cities
Bachelor’s Thesis: Ascertaining Success in Graphic Design: an Evidence-Based Approach
Merit-Based Scholarships: Benston Scholar, Gold National Scholar, Donald M. Anderson Scholar, & Self Family Scholar
Recognition: Dean’s List | Recipient of the College of Design’s Student Design & Scholarship Excellence Award
Study Abroad: Intensive bilingual studies of art history & digital photography | Firenze Arti Visive - Florence, Italy