Hi, I'm Amber
I help companies unlock growth and connect with people through insights-led strategy.
Leadership
I led the first integrated Research & Analytics department, driving brand, customer, and employee experience strategies for Fortune 100s and niche brands across tech, finance, healthcare, and consumer goods. I developed measurement frameworks to assess engagement, brand strength, and campaign impact, and led U.S. and global research initiatives including brand tracking, VoC, user testing, and sentiment analysis. By integrating AI, I accelerated insight generation and trend detection, delivering high-impact analytics that informed marketing, experience, and business decisions.
Led creation of the first Insights & Brand Playbook, now used in all retailer/foodservice pitches and onboarding. My strategy recommendations shaped the consumer journey, tripling household conversion and boosted repeat customers.
Rebuilt the West Region Insights & Analytics team—hiring, training, and expanding capabilities. Within a year, cut project turnaround time by 60% and was promoted to lead two additional regional teams
Elevated team performance from 70th to 90th percentile, achieving the top scorecard in the district by fostering a high-performance culture and reducing shrink through process improvements.
Success Stories
Developed a Sustainable Roadmap for 3X Growth
Background:
Due to concerns about the impact of inflation and slowed growth velocity, the new CEO of Impossible wanted to understand barriers to purchase and recommendations to increase velocity.
Solution:
I conducted custom research with verified buyers and then distilled my key findings into one clear and concise takeaway: focus on the value proposition (vs. barriers) that make customers continue to buy. I then partnered cross-functionally with key stakeholders to create a 3X revenue growth plan which incorporated my key recommendations on value proposition, brand positioning & strategic messaging, how to create a plant-based meat habit with consumers, and identification of an additional revenue source.
Reversed a 7-year declining business at a Fortune 200 & made profitable again
Turned around an established business at a Fortune 200 company operating at a 7 year-over-year loss to be profitable.
Solution:
Leveraging compelling data and insights story-telling, I was able to sell in 100% of new products, save products from being discontinued, and provide consulting on how to grow business at a major retailer. Furthermore, I established trust with the retailer (customer) and their leadership team, which enabled the partnership and collaboration needed to adopt and execute my ideas and recommendations. As a result, our year-over-year sales increased, and the business became profitable again after a 7-year streak of loss.
Achieved 2X revenue goal
Aligned a cross-functional team with multiple stakeholders to achieve 2X projected revenue goal of a new product launch via strategic brand and product positioning.
Solution:
Managed custom research that uncovered unmet customer needs/whitespace opportunities. I also created a new methodology for customer segmentation that was leveraged to craft the marketing messaging and pitch used to sell-in the new product line into retailers. The projected sales of the new product line, Fresh Step Clean Paws, was estimated at $25M annual sales; however, the first year of sales was over $50M. In 2019 (second year in market), Fresh Step Clean Paws made the coveted IRI Pacesetters list for new product launches.
Saved a new brand from being discontinued
A year after U by Kotex launched I was asked to save the brand from being discontinued at a major retailer. The biggest competitor, P&G, told the retailer that U by Kotex was cannibalizing sales of existing brands and therefore should be discontinued. I leveraged my key insights from an extensive analysis I conducted to tell a compelling rebuttal story with data showcasing that the U by Kotex brand contributed significant incremental revenue, brought in a new customer segment, and contributed to overall category sales growth. In addition to saving the brand from being discontinued, I was able to sell-in new products from the U by Kotex line, and shared my findings with Corporate HQ and colleagues, which helped prevent U by Kotex from being discontinued at other retailers as well.
Significantly Increased Marketing ROI
Significantly increased marketing spend ROI at a Fortune 500 company within 6 months via improved consumer Targeting.
Solution:
I partnered with the media agencies supporting The Clorox Company to help them better target customers to serve advertisements. I designed a study that resulted in providing the media agencies a scientific methodology for media targeting. The new methodology resulted in a significant improvement in targeting the desired customer segments, and consequently resulted in higher ROI on media spend.