Sharla Collins
Director of Customer Insights | Mixed-Methods & Qualitative Research Leader | ✨ Empathy-Driven Customer Advocate
- Role
- Customer Advocacy & Insights Research Director at Ally
- Location
- Charlotte, NC, US
- LinkedIn followers
- 500 followers
About Sharla Collins
I’m a curious, people-obsessed research leader who turns behavioral insight into strategic direction. I specialize in mixed-methods work, with a deep love for qualitative, bringing customer motivations, context, and lived experiences to life through interviews, observation, ethnography, and deep discovery. With over 20 years in banking, I consider myself a financial anthropologist, helping leaders understand the social and psychological factors driving customer interactions. Qualitative is my superpower, but I pair it with strong cross-functional strategy skills to influence product development, enterprise transformation, and customer experience at scale.Outside of work, you might find me on a stage somewhere, performing improv or stand-up, showcasing that research and comedy both come down to deeply understanding humans and all our magical nuance.
Experience
Customer Advocacy & Insights Research Director
Feb 2021 — Present · Charlotte, NC, US
Direct enterprise research initiatives and guide customer-driven strategy across operations, servicing, and product. Previously led research for Ally’s Innovation Studio, applying human-centered design and behavioral insights to shape early-stage concepts. Qualitative methodology SME adept at translating customer signals into clear business direction.
Education
University of North Carolina at Charlotte
Master of Business Administration - MBA, MBA, Marketing Concentration
Meredith College
Bachelor's degree, Mathematics
2000 — 2004
Skills
- Writing
- Credit
- Financial Analysis
- Human Resources
- Office Management
- Analytics
- Governance
- Secondary Research
- Business Process Improvement
- Philanthropy
- Financial Services
- User Experience Design
- Business Analysis
- Financial Risk
- Portfolio Management
- Program Management
- Expense Management
- Business Writing
- Primary Research
- Outlook
- Credit Risk
- Finance
- User Experience
- Relationship Management
- User Experience Testing
- Board of Directors Reporting
- Analysis
- Usability Testing
- Project Management
- Enterprise Risk Management
- Powerpoint
- Microsoft Excel
- Leadership
- Banking
- Risk Management
- Vendor Management
- Sharepoint
- Volunteer Management
- Corporate Governance
- Qualitative Research
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