TESS
PERRY
TESS V. PERRY
(805) 441-0957 | contessavperry@gmail.com | https://tessperry.com | LinkedIn
Consumer Analyst powered by human-centered solutions and data-oriented thinking to create business growth.
PROFESSIONAL HISTORY
PROCTER & GAMBLE Cincinnati, OH
North America Hair Care: Analytics & Insights Manager, Senior Brand Manager August 2021 – Present
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Lead Consumer Analyst for Old Spice, Aussie, & NOU brands bringing human insights to the center of business plans and retail execution, yielding +10% household growth for Aussie and +30% distribution for NOU year over year.
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Conduct end-to-end quantitative and qualitative research, including: business objective alignment, study methodology selection and programming/moderating, results analysis, findings presentation to senior leadership, and implementation of outcomes into brand plans, media content, and retail strategies. For all current in-market innovations, the application of these research skills resulted in the product's recognition in Cosmo’s 2023 Holy Grail Product Awards.
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Direct a multifunctional team of 20+ to develop 2023-2025 product innovations returning initiative bundles with multi-million projected incremental value, +5% household growth, and +1.5% category growth.
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Institute NA Hair Care’s portfolio strategy in regards to inflation by analyzing third-party sales data & first-party qualitative research to discover consumers' behavioral shifts driving purchase changes during economic instability.
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Direct NA Hair Care’s Brand Health Tracking program to measure each brand’s equity, awareness, & association.
EMPATHETIC RESEARCH GROUP Ann Arbor, MI
User Experience Researcher & Product Designer January 2019 – April 2021
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Developed an app using interactive design and user cognitive data analysis to individualize and expedite the transition for students in special education to a regular education classroom via self-monitoring and self-reflective behavior.
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Created interview protocols, user personas, affinity maps, user flow maps, wireframes, and high-fidelity prototypes.
UNIVERSITY OF MICHIGAN SCHOOL OF INFORMATION Ann Arbor, MI
Undergraduate Instructional Assistant for Advanced Needs Assessment & Usability Testing August 2020 – April 2021
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Coached over 200 students to ensure understanding of core user experience research methodology and application to the various business environments, including digital direct-to-consumer services/products and physical goods.
POISERA, INC. Remote
User Experience Researcher & Product Designer Intern May 2020 – August 2020
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Established all digital products and information architecture of the brand by conducting usability & A/B tests, SEO audits, and executing UX updates, returning +12% organic search and +8% conversion rate from previous 6 months.
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Designed companies’ user personas, empathy maps, and journey diagrams, marketing graphics and videos.
URBAN OUTFITTERS, INC. Philadelphia, PA
Search Engine Optimization Intern | Free People, Anthropology, BHLDN June 2019 – August 2019
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Built SEO and UX design recommendation reports for brands’ sites, in addition to updating front end code culminating in a +2.5% organic search performance YOY for affected domains.
EDUCATION
UNIVERSITY OF MICHIGAN SCHOOL OF INFORMATION Ann Arbor, MI
Bachelor of Science in Information, Focus: User Experience Design August 2017 - April 2021
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GPA: 3.8/4.00 with Honors
APPLIED SKILLS
Research Conjoint Studies, Turf Analysis, MaxDiff Surveys, Von Konan Price Tests, Volume Forecasts, Copy & Claims Tests,
Trial Barrier Studies, Social Media Asset Optimization Tests, Programmatic Retail Shelf Testing.
Design User Personas, Usability Tests, A/B Tests, Wireframing, User Flow Maps, Empathy Diagrams.
Technical Nielsen Panel Data, Numerator, POS Data, Sketch, Figma, Google Analytics, Excel, SEMrush.
Proficient In: C++, Python, R, HTML, CSS, JavaScript, JSON.