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I am a senior brand and consumer insights strategist with more than 20 years of experience, including 17 years at a Fortune 500 company, leading consumer insights, brand strategy, and customer experience across multiple brands and markets. I am a customer-centric leader who translates deep consumer understanding into actionable marketing strategies that drive brand value, market share, and improved customer experiences. I excel at bridging insights and action by embedding frameworks into organizational processes, guiding cross-functional teams and agency partnerships to deliver customer-centric outcomes. I have built and led high-performing insights and brand teams, developed needs-based segments and personas, and launched enterprise Voice of the Customer systems to create continuous feedback loops across the customer lifecycle.…I am a senior brand and consumer insights strategist with more than 20 years of experience, including 17 years at a Fortune 500 company, leading consumer insights, brand strategy, and customer experience across multiple brands and markets. I am a customer-centric leader who translates deep consumer understanding into actionable marketing strategies that drive brand value, market share, and improved customer experiences. I excel at bridging insights and action by embedding frameworks into organizational processes, guiding cross-functional teams and agency partnerships to deliver customer-centric outcomes. I have built and led high-performing insights and brand teams, developed needs-based segments and personas, and launched enterprise Voice of the Customer systems to create continuous feedback loops across the customer lifecycle.

Kristen McDade

Brand Strategist, Marketing Strategist, Content Strategist, +1

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I am a senior brand and consumer insights strategist with more than 20 years of experience, including 17 years at a Fortune 500 company, leading consumer insights, brand strategy, and customer experience across multiple brands and markets. I am a customer-centric leader who translates deep consumer understanding into actionable marketing strategies that drive brand value, market share, and improved customer experiences. I excel at bridging insights and action by embedding frameworks into organizational processes, guiding cross-functional teams and agency partnerships to deliver customer-centric outcomes. I have built and led high-performing insights and brand teams, developed needs-based segments and personas, and launched enterprise Voice of the Customer systems to create continuous feedback loops across the customer lifecycle.…I am a senior brand and consumer insights strategist with more than 20 years of experience, including 17 years at a Fortune 500 company, leading consumer insights, brand strategy, and customer experience across multiple brands and markets. I am a customer-centric leader who translates deep consumer understanding into actionable marketing strategies that drive brand value, market share, and improved customer experiences. I excel at bridging insights and action by embedding frameworks into organizational processes, guiding cross-functional teams and agency partnerships to deliver customer-centric outcomes. I have built and led high-performing insights and brand teams, developed needs-based segments and personas, and launched enterprise Voice of the Customer systems to create continuous feedback loops across the customer lifecycle.

Available to hire

I am a senior brand and consumer insights strategist with more than 20 years of experience, including 17 years at a Fortune 500 company, leading consumer insights, brand strategy, and customer experience across multiple brands and markets. I am a customer-centric leader who translates deep consumer understanding into actionable marketing strategies that drive brand value, market share, and improved customer experiences.

I excel at bridging insights and action by embedding frameworks into organizational processes, guiding cross-functional teams and agency partnerships to deliver customer-centric outcomes. I have built and led high-performing insights and brand teams, developed needs-based segments and personas, and launched enterprise Voice of the Customer systems to create continuous feedback loops across the customer lifecycle.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Language

English

Fluent

Work Experience

Senior Director / Director, Consumer Insights, Brand & Experience at VISTRA CORP / TXU ENERGY

January 1, 2018 - January 1, 2025

Senior-most leader responsible for consumer insights, brand strategy, and customer experience across seven retail energy brands in multiple markets, including TXU Energy. Trusted advisor to executive leadership, influencing brand, CX and go-to-market decisions. Built and led a high-performing team, managed multiple agency and vendor partners, and embedded insights into organizational processes. Drove a customer experience platform that standardizes consumer-first thinking across departments and provided shared tools for designing and evaluating experiences and communications. Developed needs-based consumer segments and personas widely adopted across the organization to guide journey design and marketing strategy. Led insight-to-strategy for brand launches and portfolio-wide initiatives; established enterprise Voice of the Customer systems to create a continuous feedback loop across the lifecycle.

Senior Manager, Consumer Insights & Brand Management at VISTRA CORP / TXU ENERGY

January 1, 2014 - January 1, 2018

Led enterprise consumer research and analytics to guide integrated marketing and CX across a multi-brand portfolio. Defined positioning, communications framework, and marketing strategy; identified largest opportunity segments to maximize portfolio reach, driving customer count and revenue growth. Directed agency partnerships and internal teams to translate insights into compelling campaigns and improved customer experiences.

Manager / Senior Associate / Associate, Consumer & Market Research at VISTRA CORP / TXU ENERGY

January 1, 2008 - January 1, 2014

Directed consumer and market research to support new product launches, brand development, and CX improvements. Managed agency partners and integrated insights into go-to-market strategies and experience design across multiple brands.

Co-Founder & Principal at EVOLVE RESEARCH

January 1, 2005 - January 1, 2008

Co-founded a market research and consulting firm serving Fortune 500 and mid-market clients. Generated revenue in year one and grew in year two by delivering brand loyalty, advertising effectiveness, and customer experience studies; helped clients translate insights into actionable marketing and business strategies.

Adjunct Professor – Marketing Research & Analysis at MEINDERS SCHOOL OF BUSINESS, OKLAHOMA CITY UNIVERSITY

January 1, 2007 - Present

Taught undergraduate and graduate-level marketing research and analytics, translating theory into applied business decision-making.