|Registered Since||16 Oct 2012|
|Areas of Expertise||Strategy & Operations, Web Analytics|
Toya Mitchell is a communications strategist, market researcher, and project manager who is adept at identifying and engaging target consumers with products that add value to their lives and services while effectively linking companies to their best consumers.
Currently, Toya is a Director of New Media Solutions for Symphony IRI Group where she recently:
·Developed a partner acquisition strategy poised to deliver incremental product growth
·Developed three thought leadership presentations for industry conferences that highlight the intersection of digital platforms and the shopper experience.
·Delivered her team’s first E-commerce analysis that provides a 360° view of sales from all sources, including online.
·Developed a team partnership operational flow document that eliminated scope creep and significantly reduced miscommunications.
·Restructured her team’s sales presentations so that they better explain product overview and application.
Previously, Toya’s role was Communications/Media Director for Starcom Media Group/Burrell Team where she conducted research analyses including: consumer focus groups, in-home interviews, data and insight analyses, and media innovation forecasting, plus supervised five professionals. Building collegial teams that offer comprehensive reviews of market options and best client practices is another aspect of marketing that Toya enjoys.
Toya and her team at Starcom were responsible for developing the communications strategy for several P&G accounts, including CoverGirl, Pantene, Tide, Clairol Professional, and beauty-scale brand “My Black is Beautiful.” In addition to serving as the team lead across these accounts, Toya researched and developed a media innovation document that forecasted communication opportunities to reach niche beauty consumers, which resulted in the CoverGirl team approving the first niche beauty consumer digital, mobile and social media campaign.This effort resulted in CoverGirl eclipsing L’Oreal’s Maybelline as the #1 cosmetic brand in mass outlets for its niche clientele.
Education and Qualifications
MBA - University of Chicago Booth School of Business; 2010-2012
- Data-Driven Marketing and Pricing
- Competitive Strategy
- Financial Strategy
- Strategic Leadership
B.S. Advertising - University of Illinois at Urbana-Champaign; 1990-1993