WHAT I DO


Engaging managers with compelling evidence and data-driven insights to accelerate and improve the pace of their decision making.

I specialize in automotive aftermarket market research and content development for industry-leading organizations engaged in advancing their missions.

Given my trade background in category management, product marketing and supply chain, I am resourceful in combining evidential and fact-based analytics to boost productivity, increase efficiencies and top expectations.

Unlike industrial-sized agencies that issue high-level repetitive recommendations, the scope of my work permits individualized attention, especially if someone demands timely action. I execute the behind-the-scenes tasks for clients who typically expect to accomplish one of these overlapping goals:

  • Uncover actionable insights and guide decision-makers to predictable outcomes

  • Improve visibility about the marketplace and the digital landscape that result in informed decision making and fewer missteps

  • Investigative reporting on industry-specific topics to shape policy, priorities and initiatives

  • Assist full-service marketing and research groups for bolt-on support when expertise was lacking

Surpassing client and ideal partner needs

Individual visions or goals are seldom identical. When demands fall to executing market research or collecting anecdotal information to gain competitive intelligence, product category management, inventory rationalization or pricing policy, each measurable requirement is specific. A collaborative effort is required, especially if a partner client struggles to leverage the accurate data to drive the business forward.

Current and past clients include manufacturers, retailers, e-commerce merchants, trade associations, manufacturing representation agencies, service providers, former employers and research firms.

Ideal working partnerships may also include consultancies, marketing agencies, software providers, lobbying firms and industry groups. Why do partnerships matter? Because specializing in one discipline may not compute efficiently into others.

With this personalized style, each management team has benefited their stakeholders by confidently making measurable business choices.

Services and Accomplishments

I am gratified to see my clients widen revenue streams, reduce waste, acquire more customers, enter new markets, optimize product coverage, and overall generate greater productivity.

Together, we can untangle the complexities and challenges that align with your current needs either on a short-term or long-term project basis.

Market Intelligence

  • Delivered shopper insights to a high-profile manufacturer on how to restructure a poorly regarded brand inside a mature product category

  • Performed SWOT analysis to spotlight competitive brands and effectiveness of pricing and promotional activities

  • Recommended advertising plan for an automotive lighting brand to attract consumer loyalty and stake out its market presence

Content Development

  • Researched and wrote content for an auto parts SaaS provider to differentiate their brand and amplify their competitive advantages

  • Wrote persuasive product features and benefits for a fast-growing e-commerce auto parts site. Drove value to the online catalog by distinguishing the private label features and benefits from its competitors

  • As an investigative columnist for an automotive aftermarket trade publication, covered supply chain & logistics, market trends, product innovations, emerging technologies, legislation, and other popular topics

  • Profiled attitudes and outlooks of professional automotive repair shops for an automotive repair association that launched an online employment recruitment campaign

Analysis & Product Development

  • Identified and recommended strategy to reduce the number of unprofitable customers for an auto parts retailer

  • Performed comprehensive motor oil line review for an independent NAPA retailer's planogram update to maximize revenues and reduce SKU count

  • Rationalized product assortment coverage that aligns with the needs of the consumer

  • Optimized an efficient inventory lineup that feeds into product assortment

Special Projects

  • Supported regional parts store chain during Covid-19 to rebuild inventory and fill-rates throughout the 50-store network

  • Developed merchandise best practice guide for client to drive consistent execution and improve profits

  • Analyzed pos data and syndicate reports to interpret current market share development to improve sales of existing categories