Matt Lovelady

Consumer Insights Associate Manager @Brinker International

Dallas, TX, US

Direct qualitative and quantitative research initiatives, uncovering actionable insights that shape menu strategies, product launches, and concept evaluations• Engineer customer surveys, focus groups, and interviews to optimize guest experience through evidence-based solutions• Deliver in-depth journey map analyses to pinpoint operational pain points and drive improvements to guest satisfaction• Analyze campaign performance metrics, providing post-campaign reports to inform data-driven strategies and optimize future initiatives• Collaborate with senior leadership to develop the annual strategic marketing plan and budget• Monitor competitor activity and evaluate their strategies, producing in-depth competitor analyses to inform stakeholders, uncover opportunities, and highlight potential threats.• Support menu innovation through Datassential concept tracking and development of quad charts using Tableau• Present data-backed recommendations to enhance menu items, refine pricing strategies, and increase promotional effectiveness, aligning with market dynamics• Monitor advertising performance against media plans, quantifying impact on business and ensuring optimal ROI• Develop and implement segmentation strategies, driving personalization in marketing campaigns and increasing customer engagement• Synthesize third-party data with internal analytics, presenting C-suite with strategic insights to guide decision-making• Oversee partnerships with market research vendors and agencies to ensure high-quality research execution

University of North Texas

Bachelor of Applied Arts and Sciences

University of North Texas

Master of Science in Digital Communication Analytics