Matt Holmes

I lead the consumer insights function at Allwyn North America, setting the research roadmap across the Illinois Lottery's retail and digital products as well as national B2B growth initiatives. I've built the function around a core principle: every study should directly inform a product launch, a strategic bet, or a marketing investment. • Manage a $600K to $1M annual research budget, a team of two analysts, and multiple external vendor partnerships • Lead end-to-end research from goal setting through survey design, programming, analysis, and stakeholder presentation • Apply advanced research techniques including conjoint analysis, MaxDiff, TURF, brand health tracking, customer segmentation, concept testing, pricing research, qualitative discovery, and UX testing Integrated AI into the research workflow for qualitative coding, survey design, data extraction, and market intelligence synthesis, cutting qualitative analysis time by roughly 90% • Operate lean by design, delivering at scale through strategic vendor orchestration and AI-powered tools • First recipient of the company's Game Changer award for initiative, contributions, and impact

I designed market research surveys for several clients in the casino and medical industries and validated segmentation data to ensure accuracy of marketing campaigns.

My work in this role largely centered around tracking and analyzing the effectiveness of marketing KPIs using player's club data and survey research for our Wildwood Casino venture. Key accomplishments: •Wrote focus group moderator guides for several market research studies and reported on the results. •Optimized direct mail marketing offers, saving roughly $7,000 monthly while retaining redemption rates •Analyzed and provided recommendations on in-house promotions, reducing costs by $11,000 a month •Discovered weaknesses in player data acquisition which led to a 15% improvement in address capture rate

As part of a team focused on pricing competition, my job was to clean and verify database inputs for analysis. During high volume periods I was also tasked with managing a couple other temp analysts.

My role at MOSAK centered around direct mail marketing campaign analysis, managing marketing research surveys, and conducting competitor reviews for clients primarily in the casino gaming industry. I also came up with two ideas that were made into Chuey's t-shirts.

I was the beer sample guy at the grocery store. I gave customers samples of year-round and seasonal beers to spur sales and awareness, all while chatting about flavor profiles, ingredients, and food pairings for each style.

I supported the product and category managers with market analysis using syndicated IRI data. Key Accomplishments: •Oversaw the cross functional approval process for changes to product packaging •Collaborated with the sales team to create a presentation proving the effectiveness of display merchandising on sales •Created a dashboard that allowed users to view performance across retail accounts •Helped ideate logo ideas for product rebranding