Christopher Couch
Christopher Couch
7074 Creek Crossing Drive • Harrisburg, PA • 17111
CELL ------------ • E-MAIL ------------
PROFILE Accomplished professional with 16 years of experience in consumer insights experience in the retail industry
EDUCATION BA Mathematics
Minor Concentrations: Economics and Classical Studies
Gettysburg College, Gettysburg, PA 17325
Graduated with Honors in 2003 (GPA 3.46)
SKILLS
Business Analytics/Problem Solving/Qualitative Research/Quantitative Research/Modeling/Predictive Analytics
EXPERIENCE Ahold Delhaize USA, Carlisle, PA (------------/en/about-us/)
Manager, Consumer Insights (2017 – Current)
• Provide leadership, coaching, and technical mentoring for five direct reports. Oversee resource allocation and project prioritization to best achieve the company’s strategic objectives.
• Lead research executed across Ahold Delhaize’s 6 US brands brands (Stop & Shop, Food Lion, Giant Foods, Giant/Martin’s, Hannaford and Peapod) with annual sales of over $43 billion.
• Leads customized qualitative and quantitative research to deepen understanding of how consumer shopping attitudes and behavior have changed and are expected to change in the future.
• Lead weekly meetings with all brand consumer insights teams to reach decisions where consensus from brand teams is essential.
• Work with vendor partners to establish methodology and reporting for 4 annual tracking studies (brand health, in-store, private label, pharmacy).
• Work with other analytic partners (Nielsen/IRI, Advanced Analytics) to synthesize research findings with other insights to tell a cohesive story.
Ahold USA/Giant Food Stores, Carlisle, PA
Manager, Digital Analytics (2016 – 2017)
• Enhance the understanding of consumer behavior and use this understanding to drive the optimization of the digital platform (web, mobile, social).
• Analyzing key site and marketing metrics to monitor trends and develop strategies to drive improvements.
• Leverage data to analyze on-line campaign performance trends to support the multi-channel consumer experience.
Ahold USA/Giant Food Stores, Carlisle, PA
Manager, Marketing and Merchandising Analytics (2010 – 2016)
• Manage analytic projects related to marketing, advertising, CRM, and merchandising. Develop methodology appropriate to answer business questions posed by clients in these areas.
• Analyze loyalty card and financial data. Summarize insights and present findings and recommendations to the client and other business leaders.
• Create a “promotional toolkit” that allows leadership to understand the relative effectiveness of frequently utilized promotional vehicles.
• Subject-Matter Expert for Ahold USA in the areas of loyalty and targeted marketing program design, campaign evaluation, and ROI maximization.
• Development of sales predictive models to understand the impact of various pricing and advertising strategies on company sales.
• Provide leadership, coaching, and technical mentoring for one direct report and one indirect report. Oversee resource allocation and project prioritization to best achieve the company’s strategic objectives.
Giant Food Stores, Carlisle, PA
Manager, Customer Analytics (2009 – 2010)
• Planned, organized, and coordinated all customer analysis on the impact of major company initiatives on the Giant customer base. Evaluated current analytical processes and provided thought leadership for new analytic techniques that improved upon current practices.
• Recommended a change to the structure of Giant’s largest ongoing customer loyalty program that drove an increase of nearly $30 million in annual sales with a minimal increase in promotional expense.
Giant Food Stores, Carlisle, PA
CRM Analytics Supervisor (2005 – 2009)
• Analyzed the behavior of almost 3 million loyalty card customers by developing and automating reports on customer transactional data.
• Presented analysis to business leadership on the impact of major promotions, company initiatives, and competitive incursions on Giant’s customers
• Trained department analysts in the areas of customer analytics, database development and maintenance, and other relevant software and tools
Giant Food Stores, Carlisle, PA
CRM Data Analyst (2004 – 2005)
• Analyzed the impact of customer specific and mass promotions and made recommendations to management on ways to improve return on investment.
• Developed a highly effective predictive model centered on improving customer retention following major competitive incursions that generated significant incremental annual revenue and a strong return on investment.
7074 Creek Crossing Drive • Harrisburg, PA • 17111 • CELL ------------ • E-MAIL ------------
Christopher Couch
7074 Creek Crossing Drive • Harrisburg, PA • 17111
CELL ------------ • E-MAIL ------------
PROFILE Accomplished professional with 16 years of experience in consumer insights experience in the retail industry
EDUCATION BA Mathematics
Minor Concentrations: Economics and Classical Studies
Gettysburg College, Gettysburg, PA 17325
Graduated with Honors in 2003 (GPA 3.46)
SKILLS
Business Analytics/Problem Solving/Qualitative Research/Quantitative Research/Modeling/Predictive Analytics
EXPERIENCE Ahold Delhaize USA, Carlisle, PA (------------/en/about-us/)
Manager, Consumer Insights (2017 – Current)
• Provide leadership, coaching, and technical mentoring for five direct reports. Oversee resource allocation and project prioritization to best achieve the company’s strategic objectives.
• Lead research executed across Ahold Delhaize’s 6 US brands brands (Stop & Shop, Food Lion, Giant Foods, Giant/Martin’s, Hannaford and Peapod) with annual sales of over $43 billion.
• Leads customized qualitative and quantitative research to deepen understanding of how consumer shopping attitudes and behavior have changed and are expected to change in the future.
• Lead weekly meetings with all brand consumer insights teams to reach decisions where consensus from brand teams is essential.
• Work with vendor partners to establish methodology and reporting for 4 annual tracking studies (brand health, in-store, private label, pharmacy).
• Work with other analytic partners (Nielsen/IRI, Advanced Analytics) to synthesize research findings with other insights to tell a cohesive story.
Ahold USA/Giant Food Stores, Carlisle, PA
Manager, Digital Analytics (2016 – 2017)
• Enhance the understanding of consumer behavior and use this understanding to drive the optimization of the digital platform (web, mobile, social).
• Analyzing key site and marketing metrics to monitor trends and develop strategies to drive improvements.
• Leverage data to analyze on-line campaign performance trends to support the multi-channel consumer experience.
Ahold USA/Giant Food Stores, Carlisle, PA
Manager, Marketing and Merchandising Analytics (2010 – 2016)
• Manage analytic projects related to marketing, advertising, CRM, and merchandising. Develop methodology appropriate to answer business questions posed by clients in these areas.
• Analyze loyalty card and financial data. Summarize insights and present findings and recommendations to the client and other business leaders.
• Create a “promotional toolkit” that allows leadership to understand the relative effectiveness of frequently utilized promotional vehicles.
• Subject-Matter Expert for Ahold USA in the areas of loyalty and targeted marketing program design, campaign evaluation, and ROI maximization.
• Development of sales predictive models to understand the impact of various pricing and advertising strategies on company sales.
• Provide leadership, coaching, and technical mentoring for one direct report and one indirect report. Oversee resource allocation and project prioritization to best achieve the company’s strategic objectives.
Giant Food Stores, Carlisle, PA
Manager, Customer Analytics (2009 – 2010)
• Planned, organized, and coordinated all customer analysis on the impact of major company initiatives on the Giant customer base. Evaluated current analytical processes and provided thought leadership for new analytic techniques that improved upon current practices.
• Recommended a change to the structure of Giant’s largest ongoing customer loyalty program that drove an increase of nearly $30 million in annual sales with a minimal increase in promotional expense.
Giant Food Stores, Carlisle, PA
CRM Analytics Supervisor (2005 – 2009)
• Analyzed the behavior of almost 3 million loyalty card customers by developing and automating reports on customer transactional data.
• Presented analysis to business leadership on the impact of major promotions, company initiatives, and competitive incursions on Giant’s customers
• Trained department analysts in the areas of customer analytics, database development and maintenance, and other relevant software and tools
Giant Food Stores, Carlisle, PA
CRM Data Analyst (2004 – 2005)
• Analyzed the impact of customer specific and mass promotions and made recommendations to management on ways to improve return on investment.
• Developed a highly effective predictive model centered on improving customer retention following major competitive incursions that generated significant incremental annual revenue and a strong return on investment.
7074 Creek Crossing Drive • Harrisburg, PA • 17111 • CELL ------------ • E-MAIL ------------