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Sandri Watson
Dowing St., SN 54012 / (408) 522-7422 sandri.watson@hotmail.com
Market Research, User Experience Research, Analytics
Profile:
Award-winning market research professional with extensive experience designing, developing, and implementing high-tech market research and data analysis. Track record of delivering hard deadline global projects with high quality. Known for analytical and detail-oriented mindset. Valued for superior collaborating, influencing, problem-solving, and decision-making skills. Highly effective motivator, excellent communicator, and strong cross-functional team builder at all levels of staff and management with emphasis on collaboration and continuous process improvement. Recognized for experience and insight in both vendor and industry analyst sectors.
Expertise:
Primary and secondary market research in various high-tech areas
Quantitative and qualitative analysis
Analyzing and synthesizing large complex databases from various resources with insights
International project management
Third party market research relationship management (IDC, Gartner, Forrester, iSuppli, GfK, NPD, and others)
Cross-functional team building at regional and worldwide levels
Market share processes, forecasts, analysis, and communication
Trend and competitive analysis
Retail, ecommerce, distribution, and commercial resellers channels
SAS, SPSS, LISREL, PowerPoint, Excel, Oracle SQL, and Salesforce CRM
Accomplishments:
Increased sales over 30% at Lexar through providing insights on channels and price/performance for cards, USB, and SSD product categories.
Saved over 50% time by automating, standardizing, and improving market share processes for Sun Microsystems and industry analysts.
Sun Microsystems Q1CY07 Award recipient for developing a new streamlined process to communicate with customers, partners, and employees about Suns good news momentum in the market in relation to its competitors.
PROFESSIONAL EXPERIENCE
Senior Market Research Manager Lexar Media, Fremont, CA 2009 2011
Utilized third party quarterly data (Gartner, IDC, iSuppli, GfK, NPD, Forward Insights, etc.) to conduct trend, competitive, and various other analyses at the worldwide and regional levels. Presented the results of quarterly analyses with insights to key stakeholders and senior management, which had significant impacts:
Enhanced accuracy of forecasts by product categories.
Strengthened product roadmaps and launches.
Improved business insights, planning, strategies, and decision making.
Developed TAM models for cards, USB, SSD, and DRAM at the worldwide and regional levels using internal and external data. Maintained and updated the TAMs for each quarterly forecast cycle.
Analyzed point of sale (POS) data by retail, ecommerce, commercial resellers, and distribution channels to monitor Lexar performance vs. the market and its competitors. The findings and insights were provided to executive managers and business unit leaders.
Provided timely market share guidance to industry analyst firms in order to present an accurate picture of Lexar market share.
Supported ad-hoc inquiries.
Managed external market research vendors, relationships, and budget.
Senior Market Research Manager Sun Microsystems, Menlo Park, CA 2003 2008
Built and applied statistical models; analyzed and processed corporate server and workstation market share data. Provided market share guidance to industry analysts, including IDC and Gartner, to reflect accurate pictures of Suns market shares.
Empowered Sun regional offices (EMEA, APAC, Japan, and Americas) to provide timely and accurate market share guidance to industry analysts. Established and managed cross-functional teams for this rapid and timely communication.
Designed and developed marketing collaterals, including trend analysis, competitive analysis, and other ad hoc analysis on published market share data (IDC and Gartner) for servers and workstations. Communicated key findings to various stakeholders and corporate senior marketing executives, which had significant influences:
Enriched corporate business insights, planning, and decision-making.
Empowered opportunities in customer acquisitions, retention, and neutralizing competitive claims.
Substantiated key messages and presentations in the Sun Analyst Summit via data-driven analysis.
Principal Industry Analyst Gartner, San Jose, CA 2000 2003
Designed analytical methods to assess quarterly server and workstation market share for leading vendors (IBM, HP, Sun, Dell, and Fujitsu/Fujitsu Siemens). Maintained market share databases and published articles on market share per quarter. Quarterly server market share data generated approximately $40K revenue per copy.
Drove accuracy of published market share data and related reports, including forecast and competitive analysis by establishing and maintaining relationships and communications with server vendors including IBM, HP, Sun, Dell, and Fujitsu/Fujitsu Siemens. Constantly communicated with vendors to obtain the latest information on server products, roadmaps, and marketing strategies.
Influenced and drove accurate data and statements by reviewing press releases and written reports for vendors and reporters.
Market Research Analyst Gartner, San Jose, CA 1997 2000
Designed, developed, and implemented primary global market research projects for F500 companies to address specific vendor/user needs, custohttps://docs.google.com/uc?id=1BldwiDCavvRkE_0NYx_H496BMx2ZSHYP&export=downloadmer satisfaction, and market challenges in various high-tech areas. The user research projects focused on customer loyalty, behavior and attitudes, brand awareness, effective communications/marketing, brand tracking, and brand equity. Communicated key research findings to clients that had significant effects:
Increased the opportunity for market share through targeting niche needs and hidden markets to increase user acquisition and/or engagement.
Accelerated product development and differentiation by translating customer insights to set directions for designing new product features.
Augmented product marketability through implementing unique attributes to meet customers latest needs.
EDUCATION
Ph.D., Educational Psychology - (Focus: Applied Statistics, Research, and Evaluation) University of Illinois at Urbana-Champaign
M.S., Educational Psychology - (Focus: Applied Statistics, Research, and Evaluation)
University of Illinois at Urbana-Champaign
B.S., Educational Psychology
University of Azarabadegan
PROJECT MANAGEMENT TRAINING
Business Skills for Project Management
Foothill College, California
Dowing St., SN 54012 / (408) 522-7422 sandri.watson@hotmail.com
Market Research, User Experience Research, Analytics
Profile:
Award-winning market research professional with extensive experience designing, developing, and implementing high-tech market research and data analysis. Track record of delivering hard deadline global projects with high quality. Known for analytical and detail-oriented mindset. Valued for superior collaborating, influencing, problem-solving, and decision-making skills. Highly effective motivator, excellent communicator, and strong cross-functional team builder at all levels of staff and management with emphasis on collaboration and continuous process improvement. Recognized for experience and insight in both vendor and industry analyst sectors.
Expertise:
Primary and secondary market research in various high-tech areas
Quantitative and qualitative analysis
Analyzing and synthesizing large complex databases from various resources with insights
International project management
Third party market research relationship management (IDC, Gartner, Forrester, iSuppli, GfK, NPD, and others)
Cross-functional team building at regional and worldwide levels
Market share processes, forecasts, analysis, and communication
Trend and competitive analysis
Retail, ecommerce, distribution, and commercial resellers channels
SAS, SPSS, LISREL, PowerPoint, Excel, Oracle SQL, and Salesforce CRM
Accomplishments:
Increased sales over 30% at Lexar through providing insights on channels and price/performance for cards, USB, and SSD product categories.
Saved over 50% time by automating, standardizing, and improving market share processes for Sun Microsystems and industry analysts.
Sun Microsystems Q1CY07 Award recipient for developing a new streamlined process to communicate with customers, partners, and employees about Suns good news momentum in the market in relation to its competitors.
PROFESSIONAL EXPERIENCE
Senior Market Research Manager Lexar Media, Fremont, CA 2009 2011
Utilized third party quarterly data (Gartner, IDC, iSuppli, GfK, NPD, Forward Insights, etc.) to conduct trend, competitive, and various other analyses at the worldwide and regional levels. Presented the results of quarterly analyses with insights to key stakeholders and senior management, which had significant impacts:
Enhanced accuracy of forecasts by product categories.
Strengthened product roadmaps and launches.
Improved business insights, planning, strategies, and decision making.
Developed TAM models for cards, USB, SSD, and DRAM at the worldwide and regional levels using internal and external data. Maintained and updated the TAMs for each quarterly forecast cycle.
Analyzed point of sale (POS) data by retail, ecommerce, commercial resellers, and distribution channels to monitor Lexar performance vs. the market and its competitors. The findings and insights were provided to executive managers and business unit leaders.
Provided timely market share guidance to industry analyst firms in order to present an accurate picture of Lexar market share.
Supported ad-hoc inquiries.
Managed external market research vendors, relationships, and budget.
Senior Market Research Manager Sun Microsystems, Menlo Park, CA 2003 2008
Built and applied statistical models; analyzed and processed corporate server and workstation market share data. Provided market share guidance to industry analysts, including IDC and Gartner, to reflect accurate pictures of Suns market shares.
Empowered Sun regional offices (EMEA, APAC, Japan, and Americas) to provide timely and accurate market share guidance to industry analysts. Established and managed cross-functional teams for this rapid and timely communication.
Designed and developed marketing collaterals, including trend analysis, competitive analysis, and other ad hoc analysis on published market share data (IDC and Gartner) for servers and workstations. Communicated key findings to various stakeholders and corporate senior marketing executives, which had significant influences:
Enriched corporate business insights, planning, and decision-making.
Empowered opportunities in customer acquisitions, retention, and neutralizing competitive claims.
Substantiated key messages and presentations in the Sun Analyst Summit via data-driven analysis.
Principal Industry Analyst Gartner, San Jose, CA 2000 2003
Designed analytical methods to assess quarterly server and workstation market share for leading vendors (IBM, HP, Sun, Dell, and Fujitsu/Fujitsu Siemens). Maintained market share databases and published articles on market share per quarter. Quarterly server market share data generated approximately $40K revenue per copy.
Drove accuracy of published market share data and related reports, including forecast and competitive analysis by establishing and maintaining relationships and communications with server vendors including IBM, HP, Sun, Dell, and Fujitsu/Fujitsu Siemens. Constantly communicated with vendors to obtain the latest information on server products, roadmaps, and marketing strategies.
Influenced and drove accurate data and statements by reviewing press releases and written reports for vendors and reporters.
Market Research Analyst Gartner, San Jose, CA 1997 2000
Designed, developed, and implemented primary global market research projects for F500 companies to address specific vendor/user needs, custohttps://docs.google.com/uc?id=1BldwiDCavvRkE_0NYx_H496BMx2ZSHYP&export=downloadmer satisfaction, and market challenges in various high-tech areas. The user research projects focused on customer loyalty, behavior and attitudes, brand awareness, effective communications/marketing, brand tracking, and brand equity. Communicated key research findings to clients that had significant effects:
Increased the opportunity for market share through targeting niche needs and hidden markets to increase user acquisition and/or engagement.
Accelerated product development and differentiation by translating customer insights to set directions for designing new product features.
Augmented product marketability through implementing unique attributes to meet customers latest needs.
EDUCATION
Ph.D., Educational Psychology - (Focus: Applied Statistics, Research, and Evaluation) University of Illinois at Urbana-Champaign
M.S., Educational Psychology - (Focus: Applied Statistics, Research, and Evaluation)
University of Illinois at Urbana-Champaign
B.S., Educational Psychology
University of Azarabadegan
PROJECT MANAGEMENT TRAINING
Business Skills for Project Management
Foothill College, California
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