Qualifications
BAA (HEC Montreal)
MBA (Queen’s School of Business)
Background
I have a mixed background starting my career in financial analysis and currently in marketing consulting, more specifically in CRM. I currently work with the Loyalty and Marketing Services division of Alliance Data, a company that runs the most important coalition loyalty program in Canada, AIR MILES. In my current line of work I manage the marketing consulting and loyalty strategy of major high frequency retailers.
Research Issue
My working title is “Does a prescriptive approach to segmentation definition based on a meta-review of current research collide with current practices in managerial segmentation decisions and would its integration improve business performance?”. Essentially I am interested in (1) what is the practice of segmentation in high frequency retail organizations, (2) what should be the practice based on 50 years of academic research and (3) bringing together practice and research in an empirical way to demonstrate the impact on business performance.
Research Methods
The research methodologies will be a mix of quantitative and qualitative methods yet to be confirmed.
Theoretical Perspective
Marketing management Consumer behaviour Organisational behaviour; CRM.
Why I chose Cranfield
I chose Cranfield because I believe that it is an institution grounded in industry and looking to provide cutting-edge actionable research. In addition, the program’s format is perfect for an executive on the go, the faculty within my domain of research exceptional and the caliber of fellow students impressive. The fact that the school is ranked internationally is certainly a contributing factor as well.