Vincent Olivas

Consumer Insights AND UX Research Analyst

2023 – Present

With a successful track record in the CPG beverage industry, I extract powerful insights to identify market trends, provide strategic recommendations, and enhance consumer engagement. My experience spans both in-house roles and agency collaborations, allowing me to bring a unique perspective to every project. I have been managing research projects for wine, spirits, and non-alc beverage brokers to provide insights, trend reports, and solutions for marketing strategy and creative teams.

Skills & Specialties: *Consumer Insights *Market Research *Trend Analysis *User Experience Enhancement *Data Analysis *Data Visualization and Dashboarding *User Journey Mapping *Competitive Analysis

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Consumer Insights Manager

2022 – 2023

I was part of a large-scale, unexpected layoff in March 2023. I managed large digital marketing consumer insights projects with a focus on UX optimization. I managed client projects to generate actionable audience insights through user interviews and market analysis. Highlights: - Conducted user interviews provide solutions for Fortune 500 clients' consumer behavior in the financial, educational, and hardware industries. - Software used: UserZoom, UserInterviews, Anaconda, Excel, Slack, BaseCamp. - Created actionable user experience solutions in regards to website behavior, purchasing behaviors, and brand perceptions. - Lead creative efforts to improve UX, branding, and SEO outreach to target audiences. - Utilized online forums and unfiltered discussion boards such as Reddit and Quora to understand transparent consumer emotions. - Developed qualitative KPI's to identify the most actionable areas of concern. - Collaborated with all company departments such as: SEO, CRO, digital analytics, and leadership teams. - Donated and volunteered time in the local community.

Consumer Insights Manager

2022 – 2023

I was part of unexpected company layoffs in March 2023. With Seer, I spearheaded large-scale digital marketing consumer insights projects, specializing in optimizing user experiences (UX). I achieved actionable audience insights through a combination of user interviews and comprehensive market analysis.

Key Achievements: *Managed six concurrent client research projects spanning diverse industries, including Fortune 500 clients in financial, educational, and hardware sectors. *Conducted in-depth user interviews, delivering innovative UX consumer behavior solutions. *Utilized a comprehensive toolkit of software tools, including Power BI, UserZoom, UserInterviews, Excel, Slack, BaseCamp, and basic Anaconda and Python tools, to drive data-driven insights. Spearheaded actionable solutions to enhance website behavior, purchasing behaviors, and brand perceptions. *Extracted transparent consumer emotions through active engagement on unfiltered discussion boards like Reddit and Quora. *Developed qualitative Key Performance Indicators (KPIs) to identify actionable areas of concern for clients, guiding data-driven decision-making. *Collaborated seamlessly with cross-functional teams, including SEO, Conversion Rate Optimization (CRO), digital analytics, and company leadership. *Demonstrated a commitment to community involvement through consistent donations and volunteer work.

Data Insights Manager

2021 – 2022

I specialized in driving creative insights strategy for luxury beverage, CPG, and automotive brands. I excelled in experiential insights, advanced analytics, and dynamic dashboards. My role encompassed cross-departmental collaboration, delivering comprehensive consumer insights, dashboards, post-event reports, and rigorous auditing. It involved market and audience research, spanning experiential XM and shopper marketing.

Key Achievements: *Pioneered weekly beverage sales dashboards for experiential sampling events for six luxury spirits brands. *Identified and resolved pain points, leading to 5-10% increase in sales conversion rates across brands and enhanced production transparency. *Developed and implemented additional, inaugural dashboarding and reporting tools at Public Label, providing insightful event analytics for all sales programs and events. *Led consumer insights and crowd analysis for a highly anticipated vehicle relaunch, guiding critical decision-making strategy. *Managed shopper insights for a top-tier CPG ice cream brand, customizing content using IRI and Numerator data for internal and external teams. *Held a pivotal role reporting directly to the Director of RFPs, Market Research, and Analytics, contributing to executive-level strategic planning and decision-making.

Data Insights Manager

2021 – 2022

Creative Strategy and Data Insights for Public Label Agency. Conducting post-experiential event recaps, insights, and dashboarding tools for all client needs! Specializing in experiential insights, tools and dashboards. I provide consumer insights, dashboarding, and post-event reports and auditing. Additionally, my role was heavy in market research, audience research, and strategic planning for both experiential XM and shopper marketing. -Building reporting tools and providing robust, insightful event reporting for luxury beverage sales programs, samplings and events. -Conduct consumer insights and crowd analysis for a highly anticipated new vehicle re-launch. Provided creative solutions and audience insights. -Managed a famous CPG brand's shopper insights and customized IRI and Numerator content for internal Public Label team. -Personalized builds and management of all client dashboarding. -RFP Market Research and Analytics

Freelance

2012 – 2022

FREELANCE MEDIA/CONTENT SUPPORT: • Spruce and Smoke Studios content production: Kleen Kanteen, Tecnu Calagel, Acorn Footwear, Green Mountain Grills • Coordinated and transported van rentals and provided equipment for various shoots, modeling, various onset tasks • Owner/Roaster at Four Corals (side project) – manager of Wix storefront, FB and IG feeds, content, packaging, shipping, etc. • Manager of content projects at 2 Towns – Spiceology & Green Mountain Grill partnership, facilitating marketing content • Fill-In Photographer for 2 Towns – coordinated tree planting and took photos with Timber Joey for Friends of Trees event • Invited to write for Kleen Kanteen blog page, expressing appreciation and experiences in the outdoors. • Outdoor adventures and content creation including Surfing, Fly-Fishing, Eyewear, Camping • Studied and Backpacked through New Zealand, Costa Rica, Indonesia – Follow-through and survival skills = above average • Audio Engineering and Instrumentation – Producing, Recording, Voiceovers, Backing Tracks

*Part-Time* Owner/Operator/Roaster

2020 – 2021

FOUR CORALS COFFEE ROASTING: • Specialty, single origins roasted on a Huky 500T .5kg drum roaster with proceeds to ocean-minded organizations • Donations-based initiative. Proceeds go towards ocean-conservation efforts. • Responsible for purchasing, roasting, packaging, inventory, and marketing • Buying relationships with Mr. Green Beans and Sandino’s (Nicaraguan family farm-direct beans) Four Corals is a part-time, micro-roasting, specialty coffee side project. It began as a therapeutic venture during an abundance of night and weekend down-time during the 2020 Pandemic. I wanted to be make a difference and be more impactful while being home-based. With a love for specialty coffee and ethically-sourced beans, the Corals were born - providing opportunities to give back to the place I love the most - the ocean. Proceeds from every coffee sale are helping preserve our oceans and waterways. Your purchases also help provide clean drinking-water to underprivileged communities and educate consumers on the importance of their environmental impact.

Program Manager

2020 – 2021

I executed product launches and community campaigns, planned product release and programming calendars, coordinated digital content, and problem-solved through multi-departmental coordination. As an analyst, I assisted in creative teamwork with the marketing team, as well as flavor and product development. Highlights: - Built Excel dashboards and insights from AC Nielsen and IRI databases. - Managed E-Commerce and syndication for four unique brands. - Project Management tools: Asana, SmartSheets, Drive Suite. - Coordinated product launches of 2 Towns Cider, SeekOut Hard Seltzer, Bold Leaf Wine, Nectar Creek Mead. - Presented monthly Nielsen/IRI sales data, forecasts, and updates to the Key Accounts and executive leadership teams. - Established new POS inventory and delivery system. - Post-Mortem ROI reports for ownership, sales managers, and community partners. - Engaged new, impactful cause marketing and corporate partnerships: MLS Portland Timbers, NWSL Portland Thorns, Oregon Humane Society, Portland Friends of Trees, Washington Wild, Oregon Food Bank, Green Mountain Grills.

Program Manager Business Analyst

2020 – 2021

I drove sales growth through strategic product development forecasting ,E-Commerce, and datadriven analytics. My responsibilities included orchestrating successful product launches, spearheading community campaigns, managing product release schedules, and coordinating digital content initiatives. I excelled in crafting compelling sales narratives based on analytics and collaborated closely with the marketing team on creative strategy, flavor innovation, and product development.

Key Achievements: *Drove 120%+ E-Commerce channel growth by managing setup and syndication for over 20 SKU's for four distinct brands in. *Established business and inventory with vendors such as: Instacart, GoPuff, Drizzly, Shopify, and major US grocery retailers. *Created comprehensive data visualization dashboards utilizing AC Nielsen, IRI, and VIP databases. *Proficient in project and SKU management tools like Asana, SmartSheets, Syndigo, and Drive Suite. *Orchestrated successful product launches for diverse brands, including 2 Towns Cider, SeekOut Hard Seltzer, Bold Leaf Wine, and Nectar Creek Mead. *Presented monthly sales data, forecasts, and updates to Key Accounts and executive leadership. *Implemented an efficient POS inventory and delivery system, resulting in significant cost savings. *Produced detailed post-mortem ROI reports for ownership, sales managers, and community partners. *Fostered impactful cause marketing and corporate partnerships, including MLS Portland Timbers, NWSL Portland Thorns, Oregon Humane Society, Portland Friends of Trees, Washington Wild, Oregon Food Bank, and Green Mountain Grills.

Associate Key Accounts Manager

2017 – 2020

I managed national and emerging accounts for our craft cider, hard seltzer, canned wine, and mead brands. My foundation with data-driven analytics at the distributor level led me into successful growth strategies for my key accounts. Highlights: - Added +250% chain account volume growth from 2017-2020. - Gained initial 150 points of national distribution with Walmart, leading to sustained triple-digit growth. - Grew large corporate accounts at: Walmart, Whole Foods, Trader Joes, Haggen, New Seasons, Grocery Outlet, Lucky/Save-Mart. - Developed first ad-feature program with Whole Foods to gain initial POD's. - Brought Whole Foods and New Seasons stores back to double-digit growth. - Partnership end-cap programs with Alba sunscreen at New Seasons Markets. - Supported accounts with cause-marketing campaigns and 4+ sampling demos per month. - Utilized analytical-based selling techniques, incorporating AC Nielsen and IRI data insights.

Key Accounts Manager

2017 – 2020

I successfully managed national and emerging accounts for craft cider, hard seltzer, canned wine, and mead brands. I specialized in data-driven analytics at the distributor level to drive successful growth strategies for key accounts.

Key Achievements: *Achieved remarkable +250% chain account volume growth from 2017 to 2020. *Maintained consistent year-over-year account growth, averaging +30%. *Secured an initial 150 points of national distribution with Walmart, resulting in sustained triple-digit growth. *Fostered relationships and drove growth with major corporate accounts, including Walmart, Whole Foods, Trader Joe's, Haggen, New Seasons, Grocery *Outlet, and Lucky/Save-Mart. *Pioneered the development of the first ad-feature program with Whole Foods, leading to successful product placement. *Revitalized growth with Whole Foods and New Seasons, achieving +20% and +50% growth, respectively. *Established a partnership end-cap program with Alba sunscreen and New Seasons Markets to launch SeekOut Seltzer, achieving 100% distribution with +113% growth. *Supported key accounts with effective cause-marketing campaigns and conducted over 4 sampling demos per month.

*Leveraged analytical-based selling techniques, incorporating AC Nielsen and IRI data insights to drive sales and account growth.

Business Analyst

2015 – 2017

I developed insights and retail business analysis for beer, cider, and non-alcoholic beverage sales throughout the Pacific Northwest utilizing AC Nielsen and IRI data. I build dashboards with Excel and Power BI. I provided data-driven analytics and presentations to our Senior Leadership Team and National Key Account Managers.

Beverage Sales Analyst (Cicerone Certified)

2015 – 2017

I specialized in retail business analysis for beer, cider, and non-alcoholic beverage sales throughout the Pacific Northwest utilizing AC Nielsen and IRI data. I build dashboards with Excel and Power BI. I provided data-driven analytics and presentations to our Senior Leadership Team and National Key Account Managers. Highlights: - Completed Tom Fox data analysis training seminar. - MillerCoors Communication Advantage Advisory Team member. - Coded and built Columbia Distributing's AC Nielsen & IRI Sales Dashboard. - Specialist in Beverage Industry and Marketing Analytics. - Conducted Distribution Gap Reports, Ad Tracking, and Analytics Reports. - Produced Sales Reports, Display Tracking and Incentive Tracking.

Bachelor of Science in Business Administration

2013

Bachelor of Science in Business Administration

2012 – 2012

BSc

2013

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2012