christopher chen

director, audience insights

About

I specialize in taking my understanding of consumer mindsets and behaviors to deliver actionable insights that address the unique business challenges of my internal and external clients. With a strong quantitative and qualitative background, I tie together my knowledge of conducting traditional market research with social media mining and 3rd party data sets to make the numbers come alive and understandable - what can executives do right now in the short term, what they can do further down the road, and strategies in the long term. I have led multi-national and multi-ethnic projects that sought to understand the general marketplace, discover opportunities for promotion and expansion, maximize customer acquisition, retain loyal customers, and ultimately generate revenue. Fields of expertise include: media & entertainment, technology, hospitality, medical, CPG, apparel, food industry.

Country

united states

City

los angeles

Industry

entertainment

Skill

analytics, market research, quantitative research, marketing research, segmentation, customer insight, competitive intelligence, marketing strategy, qualitative research, data analysis, focus groups, online research, consumer behaviour, brand equity, analysis, concept generation

Experience

director of marketing and sales strategy

imagi xxl

2009-1 - 2012-1 · 3 yrs 1 mo

Implemented marketing and sales strategies to promote arts-integrated play-based programs and events. Developed a team to create effective marketing materials to aid in brand and community awareness. Develop and distribute surveys to gain insight into how to evolve the business to better suit the area’s clientele needs.

director, audience insights

machinima

2018-1 - 2019-1 · 1 yr 1 mo

manager of artist analysis and research

universal music group

2013-1 - 2014-6 · 1 yr 6 mos

director, consumer insights and market trends

universal music group

2016-6 - 2018-1 · 1 yr 8 mos

Provided key support for the UMG Insights department and promoted usage and buy-in of consumer insights to drive marketing strategies and innovation initiatives across all business units. Established best practices for data collection and survey design Managed two consumer research panels (25K total panelists) that has become a cornerstone for the business. Created and presented research to senior executives with nearly 600 deliverables generated by my team in 2015. Led multiple international studies across 10 territories that tied together quantitative research, qualitative research, social media analytics, web analytics, and transactional data. Recipient of the 2014 Henry Droz Award which recognizes the top 5 employees in the company.

marketing research manager

brandiq

2010-4 - 2013-1 · 2 yrs 10 mos

Managed client and company needs throughout the project life-cycle, identifying goals/challenges, and translating them into appropriate research plans and solutions. Spearheaded multiple new company initiatives and product offerings ranging from quantitative to qualitative methodologies that helped the company acquire clients in previously untapped industries including those focused on multi-cultural markets. Trained and mentored analysts to help develop their understanding, interpretation, and presentation of advanced statistical analyses.

president and cofounder

v/t engineering

2002-7 - 2012-1 · 9 yrs 7 mos

Provider of custom high end aftermarket automotive parts, specializing in custom fiberglass and carbon fiber products. Leader in Vacuum Bagged, Vacuum Infused, Release Transfer Molding, DriCarbon, and Dry Carbon.

marketing research analyst

brandiq

2008-6 - 2010-4 · 1 yr 11 mos

* Data Analysis– Applied growing knowledge of advanced statistical techniques to a range of business issues, created fact based marketing strategies, and provided strategic recommendations to clients. * Collaborated with Senior Strategists to explore data using advanced analytics. * Prepared detailed analysis and banner plans and interpreted cross-tabulations. * Project Management – Participated in upfront client discussions to identify goals/challenges, translated them into appropriate research plans, and served as point contact for clients and vendors throughout the project life-cycle. * Supervised quantitative research vendors. * Organized internal qualitative research plans for field work.