Lisa Karmel
Marketing Insights & Media Effectiveness | Unlocking transformative insights to empower brands
- Role
- Senior Manager, Marketing Insights at FTI Consulting
- Location
- New York, NY, US
- LinkedIn followers
- 500 followers
About Lisa Karmel
I am a highly motivated and energetic Advertising Effectiveness and Market Research professional with over 12 years of experience developing custom research programs to uncover unique and actionable insights about how consumers interact with brands, media, creative, and messaging. My deep understanding of the media landscape and consumer-first focus have enabled me to weave together disparate data points into compelling, cohesive narratives that deliver both 1) big picture learnings that guide brand and advertising strategy and 2) granular insights that drive optimizations at the media channel, tactic, campaign, audience targeting, partner, and/or creative level. My mission is to bring thought leadership, clarity, and guidance to advertisers and marketers on how to be more effective and efficient in their pre-market and in-market strategies, with the ultimate goal of building stronger, more resilient brands. My measurement expertise spans a variety of market research methodologies: Advertising Effectiveness Measurements of multi-channel media campaigns (e.g. Brand Lift, CrossMedia, Sales Lift, Attribution Analytics), Creative Evaluation/Testing, and Custom Research.Experienced in leading account teams, mentoring and fostering talent, and managing a high-volume of projects simultaneously. I am a quick learner, who is highly organized, detail-attentive, solution-oriented, and unrelentingly curious.Areas of Expertise:Categories: CPG (Personal Care, Food & Beverage, Petcare), Financial Services, Hospitality, IT, Tech, Telecom, and PharmaMedia Channels: Display, OLV, CTV, Social, Streaming TV, Linear TV, Podcast, Streaming Audio, OOH, Print, Retail/E-commTechnical Skills: MS PowerPoint, Excel, & Word | Google Sheets & Docs, Cross-Tab Programs, Analytical Tools
Experience
Senior Manager, Marketing Insights
Dec 2024 — Present · New York, NY, US
Education
Haverford College
Bachelor of Science - BS, Molecular Biology
2007 — 2011
IES Tokyo
Japanese Studies
2009 — 2009
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