Robin Morrow

I'm Robin Morrow and I provide marketers with consumer insights and strategic direction leading to business growth.

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Robin Morrow is senior Marketing and Insights professional with a focus on design research, analytics and problem-solving.  She is known for fresh approaches and creative project designs leading to actionable results. Robin has a strong capability for insight generation and thought leadership. She also has additional background in social media, digital marketing, and mobile app development. Entrepreneurial. Innovative. Consumer-centric.  

Freelance/Contract Researcher at Various

November 2012 - Present | Various

Provide companies with ad-hoc support on special projects and consulting engagements. Support includes qualitative and quantitative analysis ranging from Voice of the Consumer to employee satisfaction surveys to Domain Strategies.

Internal Consultant at American Express

July 2008 - October 2012 | New York, NY

• Designed, managed and provided recommendations for primary and secondary research projects (both qualitative and quantitative) across all customer touch-points and media vehicles for product development, positioning, advertising, brand health, and tracking initiatives. • Uncovered online user segments that helped guide the development of customized acquisition journeys such that online applications increased 5%. • Contributed to the user-centric design and development of a multi-award-winning digital site through the translation of consumer needs and overall strategic input. • Revamped competitive intelligence updates that tracked new product launches, industry trends, and developments in payments and mobile technology. Quadrupled distribution to over 800 internal and external subscribers. • In support of a corporate digital focus, elevated the quality of internal User Experience research by identifying and procuring leading industry subject matter experts to implement UX methodologies and best practices.

Consultant at Independant

January 2005 - July 2008 | New York, NY

• Wyndham Worldwide Group: Developed market and competitive analysis of the global luxury hospitality sector focusing on trends, amenities and customer service best practices. • Mars, Inc: Identified global marketing process improvements to facilitate multinational brand and advertising initiatives. • MSN.com: Uncovered insights and unmet needs to aid the Brand Marketing group in a major relaunch of the portal. Provided Voice of the Consumer and competitive analyses to focus the team's efforts on the most relevant needs of their customers. • Gillette: Provided consumer insights to the development of the Venus razor through ethnographic and archetypal analysis for positioning and advertising development.

Founder & Co-Owner at BigSkyTents.com

January 2002 - January 2005 | New York, NY

• Created and launched an online import business targeting the luxury retail sector. • Sourced product internationally and worked with the manufacturer to implement product quality improvements and product design changes appropriate for the western market. • Marketed via cross-media platforms and achieved national press coverage in major publications such as The New York Times. • Successfully sold interest to partner to pursue other opportunities.

Marketing Strategy & Insights Director at Diageo

March 1998 - December 2001 | San Francisco, CA

• Developed consumer insights via initiatives in advertising, segmentation, positioning, branding, and promotions for 15 global beverage brands including Jose Cuervo, Baileys and Stolichnaya. • Developed KPI scorecards and ROI analyses that brought about increased levels of analysis to the marketing process, resulting in more effective campaigns and elevated accountability for regional divisions. • Created and led a department of five after a major merger and subsequent restructuring. Successfully managed and optimized budgets in excess of $5MM annually. • As an integral member of the executive team, led annual and 5-year planning initiatives that included P&L objectives and tactics, new product forecasting, and contingency planning. • Designed global Best Practices and process mapping with peers across the globe that led to increased efficiencies and effectiveness as a key member of the national and international research team within a highly matrixed organization.

Stern School of Business, New York University

1990 – 1994

MBA

Concentration: Marketing

Lived internationally in London and Germany.Studied Interior Design at FIT (NYC) and the School of Visual Arts (NYC). •Provided pro-bono marketing and profitability consulting to small business owners.