Kendra Singelais

Experience

1. Senior Manager Consumer Research & Insights

   Nordstrom

   Apr 2017 — Present · Seattle, WA, US

   Lead a team of researchers. Drive the primary research strategy and agenda for the organization, including stakeholder interviews leading to a comprehensive research plan. Create a research agenda to support the development and roll-out of a new consumer segmentation. Develop and implement multi-faceted research program to inform the business on COVID impacts to shopping leading to new marketing messages and strategy for recovery post-COVID. Design and manage multi-phased research agenda to measure customer impressions of scaled events (Anniversary and Holiday). Partner with cross functional team to plan, execute, and deliver a new consumer segmentation. Lead the selection of research vendor, consult on sampling and survey design, drive internal discussions on the best solution to implement, develop roll-out plan and workshops to bring the new segments to life. Quickly shift research agenda in 2020 to include tracking study on the impact of COVID, digging into barriers to Nordstrom during the pandemic. Research includes analyses of lapsed customers and lower spenders during 2020 to uncover opportunities to win them back in 2021 and 2022. Develop multi-part research program to gather customer experiences and feelings about our biggest events: Anniversary Sale and holiday. Lead research team in implementing various quantitative and qualitative projects including mobile ethnographies, shop-a-longs, and questionnaires. Incorporate secondary data sources and analytics to tell comprehensive story of these scaled events.

Education

• Cleveland State University

  MA

  1994 — 1996

• Cornell College

  BA

  1990 — 1994