# Rachel Holland Rachel Holland is a remote worker on Himalayas, Director of Consumer Insights at iFIT, based in United States. Source: https://himalayas.app/@rachelholland ```text Consumer Insights Director at iFIT who shaped subscription decisions and influenced a 3% increase in brand and subscription awareness. ``` | Detail | Value | | --- | --- | | Availability | Open to opportunities | | Location | United States | | Authorized to work in | United States | | Salary expectations | 160k+ USD | | Job categories | Consumer Insights Director | | Skills | Consumer Insights, Consumer Research, Market Research, Customer Insights, Quantitative Research, Qualitative Research, Mixed Methods Research, Research Strategy, Research Budgeting, Product Innovation, Voice of the Customer (VoC), Customer Experience (CX) Research, Segmentation, Survey Design, NPS | ## About ```text At iFIT, I lead global consumer insights strategy and manage a $1.1MM research budget across product, subscription, and marketing. My work influenced increased TOFU spend and more accurate persona targeting, contributing to a 3% increase in brand and subscription awareness. I also prioritize churned-user and feature-desirability research to inform the subscription product roadmap. At iFIT, my monthly competitive share analysis via Circana delivered market-trend insights and supported a 34% year-over-year increase in our flagship brand. At General Mills, I led cross-functional innovation projects that delivered $10MM–$15MM product concepts for brands including Nature Valley, Cheerios, and Old El Paso. At Murphy Research, I led custom research projects and directed the UX design of an interactive dashboard for tracker data. ``` ## Experience ### Director of Consumer Insights (current) [iFIT](https://himalayas.app/companies/ifit). Nov 2023 - Present ```text 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. ``` Skills: Consumer-Insights, Research-Strategy, Budget-Management, Segmentation, Persona-Based-Targeting, Competitive-Analysis, Circana-(IRI), Subscription-Product-Roadmap, Churn-Reduction, Team-Management ### Senior Consumer Insights Manager [iFIT](https://himalayas.app/companies/ifit). Apr 2023 - Nov 2023 ```text 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. ``` Skills: Consumer-Insights, Research-Budgeting, Product-Strategy, VoC-Program, NPS, Brand-Tracking, CSAT, Competitive-Landscape, Market-Share-Analysis ### Innovation Coach [General Mills](https://himalayas.app/companies/general-mills). Aug 2020 - Apr 2023 ```text 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. ``` Skills: Innovation, Cross-functional-Leadership, Research-Planning, Max-Diff, Contextual-Inquiries, Prototype-Testing, Ad-Testing-(Adtest), Budget-Management, Lean, Agile-Experimentation ### Senior Customer Insights Manager YMCA of the Greater Twin Cities. Mar 2020 - Jul 2020 ```text 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. ``` Skills: Customer-Insights, VOC, NPS, Benchmarking, Retention, Acquisition, Key-Driver-Analysis ### Market Research Manager Murphy Research. Jul 2018 - Mar 2020 ```text 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 ``` Skills: Quantitative-Research, Qualitative-Research, Segmentation, Survey, NPS, DCM, Conjoint-Analysis, Key-Driver-Analysis, Competitive-Analysis, Max-Diff, Turf, A-B-Testing, Interviewing, Focus-Groups, Data-Analysis, Study-Story-Writing, Client-Management, Team-Supervision, International-Research, UX-Design, Dashboard-Design ### Market Research Associate Murphy Research. Jul 2017 - Jul 2018 ```text 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. ``` Skills: Survey-Design, Data-Analysis, Data-Visualization, Report-Writing, Study-Story-Writing, Vendor-Management, Profit-Margin-Management ### On-Site Recruiter Blu-Alliance. May 2016 - Jul 2017 ```text 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. ``` Skills: Recruitment, Hiring, Turnover-Reduction, client-support ## Education ### Google Google UX Design Certificate, UX Design. 2022 - Present ```text Ongoing Google UX Design Certificate program focused on building remarkable user experiences and executing user research. ``` ### University of Wisconsin-Madison Bachelor of Science, Business Psychology and Communication Arts Activities and societies: Dean's List (2 semesters), Student Leadership Program ```text 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. ``` ## Tech stack - Tableau - Workday - SurveyMonkey - Qualtrics To contact Rachel, message them from this profile with a Himalayas employer account: [Hire on Himalayas](https://himalayas.app/hire). ## People also viewed - [Lisa Ciancarelli](https://himalayas.app/@lisaciancarelli): VP Research, The CW Network - [Kristi Rees](https://himalayas.app/@kristirees): Vice President, Client Leadership, Kantar LLC - [Kendall Radovich](https://himalayas.app/@kendallradovich): Senior Manager, Consumer Insights, Bleacher Report - [Nicholas Hassebrock](https://himalayas.app/@nicholashassebrock): Product Marketing Manager, LinkedIn - [Delani Johnson](https://himalayas.app/@delanijohnson): Consumer Insights Strategist, Revolt TV & Media - [Ricardo Martinez](https://himalayas.app/@ricardomartinezjr): Consulting Director, TELUS - [priya singhal](https://himalayas.app/@priyasinghal): Director, Consumer Insights, PetWise - [Kumudini Devalla](https://himalayas.app/@kumudinidevalla): Digital Communications Insights Specialist, Morningstar Inc. - [Shanae Jefferies](https://himalayas.app/@shanaejefferies): Founder & Lead Researcher, The Given Name Initiative - [Tristan Shields](https://himalayas.app/@tristanshields): Manager, Insights & Analytics, Abercrombie & Fitch Co.