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Jackie is a walking, talking encyclopedia of information about shopper behavior and the markets in which our clients operate. Her unique perspective traces back to a career that started with some of the nation’s largest research firms, where she conducted product, promotion and advertising research for companies such as Sears, Kraft, Johnson & Johnson, Coca-Cola, Ralston Purina and General Mills. She then switched to the client side, gaining invaluable experience in market intelligence and economics within the Corporate Strategy Office of Motorola.
When she joined Callahan Creek 11 years ago, this varied background made Jackie a natural to launch the Consumer & Market Insights Department. Her philosophy is that truly effective marketing plans can be developed only with a thorough understanding of the target, the competitor and the marketplace. Jackie and her team focus on unearthing the myriad insights that have become an integral part of the planning process for our clients.
Jackie is passionate about giving back to the industry and the community. She's done so by serving on the boards of various organizations over the years, including the American Marketing Association and the Red Cross. Lately, she’s been matching those efforts with her other passion – anything with four paws – by serving as President of the Board of Directors for the Lawrence Humane Society.
Jackie on shopping: "I believe it's feasible – and useful – to categorize or segment shoppers, as part of the planning process. I also believe, however, that shopping is heavily influenced by context. A shopper’s style can vary dramatically depending on the product, the place and whatever the heck else is going on in his or her life at any given time. That's why is so important to go beyond just the numbers, climb into the shopper’s shoes and go along for the ride."
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