Rachel Ditlefsen

Senior Manager - Market and Consumer Insights @Best Buy

Responsible for launching the first major Inclusion and Diversity research project for Best Buy – focusing on a deeper understanding of BIPOC consumers/customers/brand target consumers. Worked with executives across the company to understand needs, led stakeholder meetings and managed the vendor relationship. Created and executed a socialization/activation plan for BBY employees to have a better understanding of our diverse customers and where Best Buy needs to improve to ensure an inclusive, equitable experience for all customers. • Lead the Customer subcommittee of the BBY Inclusion and Diversity Leadership Task Force. • Responsible for Best Buy’s Brand Health Tracker, managing outside partnerships to ensure accurate, timely tracking data, ad hoc projects, and an annual Sales Linkage report. Create monthly analyses that support the ‘State of the Consumer’ report to drive enterprise understanding of Brand Love, Purchase Funnel measures, price perception and other key metrics for BBY and top competitors. • Responsible for designing and implementing consumer research to support brand and advertising decision-making and strategy development. Produce the insights necessary to drive key cross-functional and horizontal initiatives on topics such as pricing, promotions, fulfillment, corporate social responsibility, shopping journey and brand strategy. • Managed ongoing campaign and ad measurement while collaborating with key media/marketing/creative partners to enhance creative and media performance. • Develop and champion the use of new research methods/tools/vendors to address evolving marketing measurement practices (ex: neuroscience, quali-quant, agile tools). • Led research for $1.2M, 10-month segmentation/demand landscape research project which identified the Best Buy Customer Brand Target. • Recent key projects include: Role of Retail Channels, Drivers of Brand Love and Intent, CSR, Brand Target/Segmentation, Shopping Journey