Vanilynne Gulla

- Provided consulting for an entrepreneur providing e-learning service for line-of-business training
- Refined service’s value proposition from understanding of customer needs and competitor analysis
- Prioritized industries that would be most receptive to entrepreneur’s e-learning service through:
o Brainstorm and analysis across several industries of typical business models as well as key issues in training employees, partners, and customers
o In-depth interviews among training managers based in Europe and the Americas
- Developed strategic go-to-niche plans for CleanTech, pharmaceutical, medical equipment, transport and logistics, and industrial companies identified in research as leads

- Managed US$2.2 million in quantitative and qualitative international research projects at or above margin
- Guided marketing recommendations using traditional and advanced methodologies, including van Westendorp pricing analysis, derived importance analysis, and market segmentation
- Lead contact for ongoing pilot and series test research with company’s largest client, informing green/red-light and maintenance decisions for children’s TV programming
o Developed and owned new account for preteen/teen programming, leading to approximately US$300,000 of additional annual revenue
o Presented findings and recommended strategies to client’s programming and creative directors
- Managed biannual international (US, Mexico, UK, France) choice model research to forecast viability and pricing of potential new products in girls’ toy market
- Additional experience in:
o Entertainment: TV channel brand and promotion tracking, Sunday news viewership landscape
o Consumer Products: die-cast toy car pricing, parent spend (share-of-wallet) tracking, handheld gamer segmentation, “edutainment” Web site pricing, new product pricing, social networking landscape
o Healthcare: health initiative promotional testing, pharmaceutical ad campaign evaluation

- Managed US$750,000 annually in research efforts in the Americas, Europe, and Asia
- Primary analyst and client contact for monthly HDTV advertising efficacy tracking study
- Coordinated 10-country qualitative and quantitative motor oil package test. Advised client on optimal package based on both consumer preferences and design production costs
- Explored partnership with local university to develop new research methodology (“neuromarketing”)
- Additional experience in:
o Consumer Products: design/package testing, automobile accessory development, wireless application pricing optimization, digital home new product development, Web site effectiveness evaluation, footwear store customer satisfaction, resort and villa price optimization
o Business-to-Business: medical equipment manufacturer concept testing, digital office new product development, office product segmentation, data warehousing IT and CXO satisfaction
- Helped install, integrate, and manage company’s first overseas office in London
- Directly supervised one Research Manager in London office
- Other positions: Research Manager (07/04-12/05), Research Associate (07/03-06/04)