Skill set (13)
Mihaela in a few words
With 15 years experience in marketing research, my experience includes client-side roles at Pernod Ricard as well as agency positions at companies such as Kantar and Ipsos. Over the past 10 years in London and Paris, I have successfully navigated diverse markets and business challenges, leading global research studies in advertising pre/post-testing, innovation, shopper behaviour, and brand tracking.
I am proficient in the day-to-day aspects of project management, insight generation, data analysis, and creating story-led reports. Additionally, I have experience in managing complex strategic initiatives, aligning stakeholders and restructuring consumer insights functions to meet organisational objectives.
I offer marketing research consultancy services on a contract or freelance basis, providing flexible support for both short-term and long-term projects.
Experience
- Smart Work ResearchIndependent Marketing Research ConsultantLUXURY GOODSMarch 2023 - Today (1 year and 9 months)London, England, United KingdomMy portfolio leans heavily towards client-side work at 80%, with agency-side projects accounting for the remaining 20%. My services include:- Project management: lead complex multi / single country projects, work with various functions, seniority levels and geographies, coordinate alignment between senior stakeholders- Research design: recommend & develop the appropriate approach and tools to best address marketing and business questions- Insights generation: conduct analysis and develop story-led reports to support marketing and business development initiatives; generate insights from diverse data sources (qual, quant, primary, secondary)Leveraging a contract-based model, I offer bespoke consultancy/freelancing services that meet the specific needs of both client-side and agency requests.
- Pernod RicardGlobal Insights Manager (packaging & advertising)LUXURY GOODSJuly 2021 - February 2023 (1 year and 8 months)Paris, France- Lead complex multi country ad-hoc studies to support high risk / high investment projects: lead alignment between senior stakeholders, chose the optimum approach, project management, create reports with neutral recommendations, present results to different levels of seniority and knowledge, and develop implementation strategies with multi-disciplinary teams to facilitate decision making- Develop global learnings based on multiple data sources (meta-analysis) to contribute to marketing and business development initiatives- Develop new methodologies/frameworks (leveraging new sources of data), improve & optimize current ways of working on advertising and packaging- Train marketeers/cross functional teams on self-service tools, research essentials & consumer centricity- Identify, evaluate and manage a pool of global/local providers- Work with various functions, seniority levels and geographies to ensure consumer centricity drives brand plans, assets development and comms strategy
- Pernod RicardGlobal Travel Retail - Insights & Intelligence ManagerFebruary 2020 - June 2021 (1 year and 4 months)London, UK- Collaborate with the global, regional, and local marketing teams to ensure marketing objectives are achieved- Work closely with Brand Teams to integrate insights into brand plans, campaigns and assets development- Lead bespoke research projects and drive learnings globally: qual, quant, eye tracking, social media analytics and hybrid- Create/tailor Power BI reports and analysis
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Education
- Master, Opinion polls, marketing and advertisingUniversity of Bucharest2009Master, Opinion polls, marketing and advertising
- Bachelor in SociologyUniversity of Bucharest2007Bachelor's degree, Sociology