Work Samples
Research, Strategy and Program Development
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As a leading North American talent acquisition company, DHI is exploring expansion into the Asia-Pacific region with its tech talent brands, Dice and eFinancial Careers. We conducted a thorough analysis, identifying market entry points, total market size, and unique product offerings not yet realized in the region.
Creating positive perceptions of the value provided by Dice and ClearanceJobs is crucial for customer retention and acquisition. Both brands face challenges with customer perceptions, typically judged by the number of hires. In response, we conducted in-depth qualitative and quantitative research to understand our key customers' values. We established a value framework that emphasizes product features and services that enhance long-term loyalty and satisfaction, identified six critical areas for
DHI is focused on sustainable growth and explored opportunities to expand market share, revenue, and diversification. I led the investigation into potential core, extension, and adjacent acquisitions, collaborating with Finance and Sales to standardize a method for evaluating these opportunities. We established a Total Opportunity Score based on 11 business factors across five categories, identifying 27 top options for executive and board review.
ClearanceJobs (CJ) is the leading source of candidates with security clearances and aims to fully understand its market and potential clients to meet growth goals. The challenge is that the US Government does not disclose which entities employ individuals with security clearances due to national security concerns. Therefore, CJ's objective is to comprehensively identify all potential sources of cleared employers, acquire and validate this data, and enhance strategic insights.
Dice is the the leading platform for businesses seeking technology professionals and comprising nearly 70% of qualified tech professionals in the US. I led the research to better align with client needs and deepen understanding of the industry. The study identified six areas for potential impact and revealed that Dice's definition of "technology professional" did not fully align with current industry standards. This led to an opportunity to revise internal definitions to more accurately reflect
Dice faced a declining market share due to an aging customer base and low brand awareness among younger tech professionals. To counter this, Dice aimed to create a differentiated community experience that engages tech professionals throughout their careers. After conducting primary research to identify four key areas, a small team developed a high-fidelity prototype, performed validation testing, projected business impacts, and presented their findings to Dice's leadership within 12 weeks.
My marketing research identified "Marketing the Agency effectively on the internet" as a key issue for agencies, with no insurance carriers or specialized marketing firms leading in insurance space. I developed a modularized, subscription-based online marketing platform for independent agencies. This led to a unique, industry-leading internet marketing program tailored for localized agency optimization and expanded nationally to include independent agents, focusing on our top producers.
Agents needed "local, ready-to-purchase buyers," not just leads. We adopted a pay-for-performance model to develop a tailored demand-generation program that used advanced technology and telephony to nurture and filter local leads. When profiles matched the desired segment, leads were directly transferred to agents for closing.
Research revealed that agents and customer service representatives were not aware of the extensive range of commercial insurance policies Nationwide was willing to underwrite. To address this, I introduced Nationwide’s underwriting appetite to agents through a user-friendly format with yes/no/maybe indicators, supplemented by clear explanations, resources, and training materials. This approach aims to integrate these services deeply into agents' operations, making it harder for them to switch pr
Creative Direction
My extensive creative direction experience helps to transform all marketing deliverables. Taking brand and design into account from the very first step results in a significantly more efficient and effective creative process.
