Eileen Tan

About Eileen Tan

Imaginative and analytical marketing strategy leader with a unique blend of consumer product, content, e-commerce, and digital product marketing experience. Accomplished in product/brand launch and building brand awareness for B2C and B2B businesses through campaign execution, lifecycle marketing, consumer journey, and content curation. I am passionate about championing the consumer voice and leveraging insights to showcase core business opportunities across an organization. I help bridge people, data, technology, and creativity to find the “aha” moments that transform brands and experiences. • Most brought on to help teams translate consumer insights into actionable strategy, build data-driven marketing efforts, and create engaging direct-to-consumer experiences that grow customer lifetime value and overall revenue.• Experienced in leading the entire product life cycle: from identifying market opportunities to targeting high-value consumers to driving cpg/products/site launches to marketing execution across digital, social, press, print, content, events.• Expertise in harnessing data: from created data (primary qualitative and quantitative methods) to inferred data (digital, web, syndicated, panel, social, sales, and more). • Authority on designing research projects through: market assessment, segmentation, quantitative and qualitative research, ethnography, focus groups, survey, statistical analysis, in-market analysis, and usability.• Thrives in dynamic environment: adept at incubating new ideas and skilled in creating the roadmap to achieve objectives.Brand Strategy, Consumer Segmentation, New Product Development, Brand Positioning, Quantitative Research, Consumer Insights, Customer Experience, Product Marketing, Website Development, Campaign Management, Events and Sponsorships, E-commerce, Email Marketing, CRM

Experience

1. Head of Consumer Insights

   The Honest Company

   Jan 2016 — Present

   Brought on as first employee in role to establish organizational vision for consumer insights and build processes from the ground up- Spearhead creation of consumer insights, define roles & responsibilities, build structure and processes, and incorporate best practices across the organization. Maximize budget via hybrid agency model (58% projects done in-house)- Drive brand team to deliver breakthrough product innovation and communications- Provide thought leadership, inspiration, and actionable insights to aid in the achievement of revenue objectives for key stakeholders across brand, product, digital, retail, creative, and customer experience- Lead process change to remove silos across the organization and integrate disparate knowledge camps across primary, secondary, panel, retail, data science, social and digital data sources to deliver holistic view of consumer experience- Drive culture of curiosity, customer-first mindset, and continuous innovation.

Education

• UCLA Anderson School of Management

  MBA, Marketing, Certificate in Advanced International Management

  2006 — 2008

• University of Pennsylvania

  BA, International Relations, Asian & Middle Eastern Studies

• IESE Business School

  Exchange Program, International Business

Skills

• Quantitative Research
• Marketing Research
• Brand Architecture
• Press Releases
• Consumer Marketing
• Market Research
• Integrated Marketing
• Customer Segmentation Strategy
• Analytics
• Product Marketing
• Online Retail
• Business Launch
• Brand Awareness
• Customer Insight
• Strategy
• E-Commerce
• Consumer Insight
• Marketing Strategy
• Marketing
• Corporate Branding
• Event Management
• Corporate Communications
• Product Launch
• Consumer Behaviour