Yvette Marichal

About Yvette Marichal

I believe powerful insights, fueled by empathy and data, forge meaningful connections with consumers, allowing brands to thrive. I translate that conviction into impactful strategies, innovative research methods, and immersive consumer experiences that drive market activation.My Expertise:Unveiling Consumer Dynamics: Uncover hidden patterns through segmentation, journey mapping, ethnography, choice modeling and semiotics.Mastering Marketing Communication: Leverage segmentation, content testing, and A/B testing to deliver targeted messaging that resonates.Fueling Innovation: Identify white space, generate winning product ideas, and optimize market entry through agile iterative processes & tools.Charting Category Landscapes: Reveal market structures, define \"jobs-to-be-done,\" and craft winning \"where-to-play\" and \"how-to-win\" strategies that drive growth strategies.Deciphering Shopper Behavior: Map the omnichannel journey, understand path-to-purchase, and optimize point of purchase ecosystem.Agile & Data-Integration: Utilize advanced agile platforms (Qualtrix, Toluna, etc.), sale syndicated data (Nielsen, numerator, etc.) social, behavior & consumer data and AI to provide a holistic understanding of the consumer and marketplace.Trend Savvy: Navigate global trends, macro shifts, and early signals to stay ahead of the curve.I am passionate about building diverse teams, fostering creativity, and driving meaningful impact through collaboration and learning. Eager to partner with a forward-thinking organization where my consumer-centric approach can ignite brand success.

Experience

1. Agile Insights & Innovation Lead

   Sanofi

   Nov 2023 — Present · NJ, US

   Leading a transformative approach to consumer insights and innovation by leveraging agile research, AI & latest methods and standing-up agile innovation process across brand portfolio- Unlock actionable insights: Leverage AI-powered data integration, agile research tools, social, behavioral, trends, and neuroscientific data to gain a deeper understanding of consumer needs, motivations and future demand- Optimize for agility: Utilize iterative research sprints and user-centric design to validate concepts rapidly, minimize risk, and maximize learning through the use of agile research & integrated data- Champion collaborative intelligence: Foster seamless collaboration across functions, translating insights into differentiated consumer experiences that deliever vibrant innovation roadmap and brand advancements.

Education

• Hunter College

  Master's degree, Sociology

• Hunter College

  Bachelor of Applied Science - BASc, Sociology and Anthropology

• Hunter College

  Master's degree, Social Sciences