ANDREA REPASS
LONG BEACH, CA
andrearepass@hotmail.com
Summary
Accomplished Account Planner with over ten years of measurable success in building client brands and winning new business. Multi-discipline and multi-category expertise with a demonstrable ability to discover unique insights that inspire effective creative. A provocative thinker and consumer advocate with a passionate interest in all aspects of client business; a team player with a dedication to achieving results.
·Experience in directing and moderating qualitative research, and in executing and analyzing multivariate quantitative research.
·Excellent writing and presentation skills, including research reports, brand strategies and creative briefs.
Experience
The Y&R Companies, Irvine, California 7/02 – 8/03
Senior Brand Planner, Lincoln Mercury
·Authored creative strategies based on consumer insights from primary and secondary research and briefed multi-discipline creative teams (national and retail advertising, promotions/events, public relations, interactive and direct marketing).
·With integrated communications team, developed marketing strategies and approve tactical programs for key product launches: Lincoln Aviator, Lincoln LS and Mercury Monterey.
·With client team, implemented long-term brand strategy plan for 2005 Mercury.
·Supervised junior planner and market analyst.
Bates USA West, Irvine, California 4/97 – 5/02
Vice President, Associate Planning Director: Hyundai Motor America and Pacific Sunwear (3/99-5/02)
·New business strategic planner with key wins: Pacific Sunwear, Aramark Uniform Services, HighCircle.com, California Science Center.
·With client teams, developed key marketing strategies based on consumer insight from primary and secondary research--from brand identity to marketing program initiation.
·Developed creative strategies, briefed multi-discipline creative teams. With interactive partner CCG.XM, integrated online and offline branding efforts for clients.
Director, Consumer Insight, Hyundai Motor America (4/97-3/99)
·Implemented and directed consumer research projects including ethnography, focus groups and interviews, ongoing tracking and image studies. Developed creative strategies based on insights. Created an on-going youth-intelligence program with a local teen panel. Supervised research analysts.
GSD&M Advertising, Austin, Texas 9/95-10/96
Marketplace Planner: Texas Lottery, Pearle Vision, Southwestern Bell, Doubletree Hotels, Lennox, Southwest Airlines, Wal-Mart, No Fear.
·Conducted and interpreted consumer research; developed creative briefs based on insights.
Foote, Cone & Belding, Santa Ana, California 9/94 – 9/95
Consumer Planning Project Director, Mazda Motor of America
·Worked as part of a team to develop account planning department; conducted and interpreted research for Mazda and new business efforts.
Allison-Fisher, Inc., Gardena, California 3/93 – 9/94
Project Director
·Conducted, analyzed and presented marketing research studies for automaker and agency clients.
Mazda Motor of America, Irvine, California 12/91 – 2/93
Product Research Specialist
·Directed and supervised consumer research for marketing and product planning departments. Prepared and presented analytical reports for top management.
J.D. Power & Associates, Agoura Hills, California 12/89 – 12/91
Project Director
·Directed two nationally syndicated media research studies.
Education
MBA/Marketing, Pepperdine University, Malibu, California
BS/Economics, University of Massachusetts, Amherst, Massachusetts
Awards: Gold Effie in 2000 for Hyundai, Silver Effie in 2002 for Pacific Sunwear
