Brooke Spencer

About

I love data ‍ My passion is finding the sweet spot between human-centered and data-driven insights to create meaningful strategies. My curiosity and inquisitive nature have led me to become a research and insights enthusiast both personally and professionally.

Experience

• Marketing Generalist · Concha Labs05-01-2023 – 10-01-2024

  - Develops customer surveys to inform various go-to-market strategies regarding, but not limited to pricing, customer care, the customer journey, supply chain, and messaging - Moderates interviews with end-users and potential partnership populations to yield a better understanding of the market and routes to successful product launch - Analyzes data collected from survey & interview efforts and translates findings into actionable strategies and tactics for business success - Synthesizes findings from research activities into reports that are directly presented to upper-management and the CEO - Organizes research reports and analyses in a Confluence research repository as a method for documentation and to encourage the democratization of research throughout the company.

• Customer & Market Insights Intern · Intuit Mailchimp05-01-2022 – 11-01-2022

  As the Customer & Market Insights Intern at Intuit Mailchimp, I was tasked with spearheading the development of a new customer lifecycle survey for a specific segment of Mailchimp's users. The process of developing this new lifecycle tracker included: - Creating a recruitment screener after collecting a random sample of users from the Looker database - Recruiting these users for exploratory customer interviews and writing a detailed discussion guide - Synthesizing the results of user interviews into themes and insights to drive the organization and development of the new survey - Formulating the survey in Qualtrics based on the insights pulled from user interviews and past research - Analyzing survey data within Qualtrics crosstabs and Excel to pull data for predetermined KPIs and metrics - Socializing findings within research ops teams and to outside product teams through slide decks and presentations.

• Insights Intern · Wray Ward06-01-2021 – 08-01-2021

  As the Insights Intern at Wray Ward in their FORM Internship Program, I collaborated with eight other interns in different disciplines to rebrand a nonprofit organization in the Charlotte area. The deliverables for this project included: an insights exploratory, new name/logo, communications/PR plan, paid media plan, and new brand guidelines. I performed a 5C's/situational analysis as a part of the strategic foundation for the rebrand. Through this work, I pulled insights that informed our strategy and shared these insights with the entire team and client. I directly worked with the Client Business Coordinator Intern to write a brief that encompassed our strategies for the rebrand and worked with the rest of the team to ensure strategy was present throughout all of our deliverables. Aside from the FORM Intern Project, I also worked on persona research by conducting secondary research on trade audiences as well as performing data analyses on third-party survey responses.

• Integrated Marketing Specialist · Equip10-01-2024

  - Measured the impact of all 2024 marketing campaigns on core KPIs and uncovered trends among key audience segments through cohort analyses. - Developed a standardized process for quarterly reporting and analysis projects, from planning to execution, reducing time-to-insight by 28% and allowing for timely optimizations. - Distilled complex data into actionable learnings and recommendations for crossfunctional stakeholders to guide strategic decision-making across the organization. - Increased promotional channel efficiency and performance by 74% for a major MQL generating channel through iterative analysis and optimization of audience segmentation and content. - Drove an 16% increase in MQL generation amongst core audiences in Q1 2025 through increasingly targeted promotion and strategic timing of various Equip Academy webinar topics.

Education

• The University of AlabamaMaster of Arts - MA, Advertising
• The University of AlabamaBachelor of Arts - BA, Advertising

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