Doris Calzadilla

At Signify, I lead global customer, brand, and communications research across B2B and B2C, embedding consumer understanding into strategic decisions for Brand, Communications, and Business teams.

I evaluate sponsorships and major campaigns, track brand, image, and reputation KPIs, and deliver competitive and market intelligence to senior management. I also lead AI pilots for campaign evaluation, persona segmentation, synthetic data, competitive analytics, and macro-trend reporting.

I designed a global B2B and B2C campaign assessment protocol that enabled 90% of campaigns to exceed impact targets and supported a 30% increase in stakeholder investment in paid media.

Previously at Telefónica, I led market and customer insights for marketing, product innovation, value propositions, pricing, and customer experience across multiple markets. I built an in-house research team, delivered around 80 insight reports annually, and created innovation-monitoring and media-investment models that improved launch success and marketing efficiency.