With over 20 years of experience in market research, consumer research, data science, and strategic planning, I have applied my skills across the entertainment and technology sectors to optimize Retail experiences and sales, Audio/Visual content, Software experiences, Consumer Products, and Subscriptions. Through all, my work aimed to create exceptional consumer experiences as well as to enable strategic planning for growth.

In this capacity, I have built and led Data Science, Consumer Insights, UX Research, and Field-Testing Research teams to optimize hardware, software, subscriptions, websites, ecommerce, and retails sales through a rich understanding of the customer and through targeted analyses of perceptual and behavioral data. 

From customer journey maps, segmentations, and need states analysis, to concept testing, feature prioritization, product line optimization, and A|B testing, to predictive models to identify potential high-value customers, marketing mix modeling to optimize ad spend, and live dashboards to monitor and react to key metrics, I my teams and programs have identified and translated important data into powerful actions.

My work is built on a solid foundation of consumer-centric critical thinking, curiosity, proactive problem-solving, and business acumen, which enables me to identify key issues to prioritize and tackle in complex and ambiguous problems, as well as to decisively eliminate options and mitigate risk while expeditiously pursuing growth.

My process revolves around extensive collaboration with engineers, designers, product managers, marketers, strategists, and sales teams to thoroughly understand key issues, constraints, capabilities, and timelines in order to deliver meaningful insights to drive success. Through constant accountability and transparency, I routinely build strong relationships with these key stakeholders, which has led to actionable storytelling at the highest level of decision making.

But really…I like to play music, paint, and watch movies. Also, I really enjoy public speaking, and I want to share whatever knowledge I may have about consumer insights and analytics with others who are starting out, or who are facing similar challenges to those I wrestled with throughout my career.

In the end, I’m a scientist, an artist, and a normal guy with a dog. I just happen to wear a luchador mask.

Researchador