Alanna Shipley

About Alanna Shipley

Dynamic & versatile consumer insights professional looking to utilize and expand upon broad creative skills. Self motivated, entrepreneurial mindset that can take in a magnitude of information & streamline it to one simple vision. Unique extensive experience covering all aspects of consumer insights, proven recommendations with results that grow business, up to date knowledge on new research capabilities keeping brands on top of trends, & extensive technological capabilities together make up a strong candidate & positive add for a company grounded in consumer trends.

Experience

1. Head of Audience Insights

   DoorDash

   Feb 2021 — Present

   Defined and established the Audience Insights function at DoorDash, built from the ground up with an operating model designed for a lean team to outweigh its size through rigor, speed, and strategic influence. Work is grounded in customer obsession, bias for action, and operating at the lowest level of detail, evolving from building the foundational measurement backbone to delivering ad hoc and programmatic insights that drive decisions across all audiences (Cx, Mx, Dx) and influence priorities across global markets. Insights are brought to life through clear storytelling that travels, shaping internal strategy while also informing external narratives and industry conversations. The function has scaled alongside DoorDash’s rapid growth, expanding scope, stakeholders, and business needs without missing a beat, while continuing to meet rising expectations for speed, precision, and impact.Scope includes setting and pressure-testing brand goals, establishing and evolving brand measurement frameworks and tracking, optimizing creative through early idea and rough cut testing, identifying and activating against strategic audiences and subgroups, de-risking new initiatives by surfacing trust and perception risks early, and finding in-the-moment cultural relevance to inform activations. Work also supports product and platform growth through naming, value proposition optimization, and sharpening positioning to increase clarity, differentiation, and adoption.

Education

• Indiana University Bloomington

  Bachelor's degree, Marketing

  2003 — 2007

Skills

• Segmentation
• Brand Equity
• Market Research
• Trade Marketing
• Marketing Management
• Consumer Products
• Nielsen
• Market Planning
• Customer Insight
• Shopper Marketing
• Integrated Marketing
• Qualitative Research
• Marketing Research
• Competitive Analysis
• Ac Nielsen
• Product Development
• Consumer Behaviour
• Fmcg
• Brand Management
• Cross-Functional Team Leadership
• Marketing Strategy
• Product Innovation
• Consumer Insight