Rachel Holland

Develop and lead global consumer insights strategy managing a $1.1MM research budget to influence consumer-first decisions across product, subscription, and marketing functions. Influence C-suite to increase TOFU spend 15% and use more accurate segmentation persona targeting resulting in a 3% increase in iFIT brand/subscription awareness.

Established organization’s consumer insights function, managing $500k research budget to drive consumer-first products and culture. Drive consumer-first product strategy, folding research into all phases of the product life cycle from facilitating the first fuzzy front-end innovation sprints and TAM assessments to final concept pricing and post-launch performance.

Lead 3-8-member cross-functional team through front-end innovation projects to deliver $10MM - $15MM product concepts for brands such as Nature Valley, Cheerios, and Old El Paso. Partner with senior leadership to understand business strategy and establish learning plan, benchmarks, resourcing, and budget for 5-7 innovation projects per year.

Partnered with CXO and COO to create cross-company customer learning plan for 24 local YMCA branches to ultimately increase customer acquisition and retention by 10%. Changed VOC benchmark from an averaged 1-5 rating scale to an NPS rating to create visibility into overall branch performance and clarity around retention rates.

Led all aspects of 4-6 primary custom research projects simultaneously including all data analysis, story writing, and recommendations to connect insights/findings to business decisions. Executed a number of quantitative and qualitative research methods including segmentation, surveys, NPS, DCMs, Conjoint analysis, key drivers analysis, competitive analysis, Max-Diff, TURF, A/B tests, 1-1 intervie

Conducted 3-4 custom research studies simultaneously and ensured minimum of 40% profit margins on studies with budgets of $20,000-$60,000. Performed survey design, data analysis, data visualization, and report/story writing.

Hired 36 new employees over 3-month period to support client’s rapid growth and delivered 11% turnover rate with the expectation of a 15% turnover rate.

Ongoing Google UX Design Certificate program focused on building remarkable user experiences and executing user research.

Activities and societies: Dean's List (2 semesters), Student Leadership Program

Bachelor of Science with double majors in Business Psychology and Communication Arts, and a minor in Statistics. Recognized on the Dean's List for two semesters and participated in the Student Leadership Program.