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The 2018 MSMR Conference

CONFERENCE AGENDA
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Urvi Bhandari


Urvi Bhandari is passionate about changing the paradigm of how we live, work and play by connecting people, places and projects across the world. She is a transformational leader, connecting four key pillars, through her network and global experience. Corporation (Scale & Market) + Startup (Speed & Innovation) + Capital + Global Thought Leaders = Collaboration of our Expansive Future. This community collaborates and generates innovation that will expand the experiences of people’s lives. One long term project, (20 years) is to build floating cities providing a new life platform for innovators, futurists, global thinkers and nomads. Her consistent thread in her career is her ability to have an innovative mindset that creates solutions that push business forward whether at AT&T, IBM, The Coca-Cola Company, Jones Apparel Group or McCann Erickson Advertising. The mindset is driven by her lifestyle as a nomad and seeing multiple ways of thinking globally. Her vast network and trusting relationships she has built over the past 20 years continue to collaborate with her and others to build the future of tomorrow.

Through her consultancy, Radical Roamer, she utilizes her 20 years as a corporate executive to support the interaction between corporations, startups and the rest of the community by driving the innovation mindset within executives. She continues to virtually mentor at Revtech, Dallas Entrepreneur Center, NEXT Startup, RealTech and Startup Week.

Prior to this, she lead the internal / external marketing for Walmart’s Emerging Technology organization. Her role was to tell the story of the future of Walmart and bring in the right partners to make the vision come to life. She also lead Membership Innovation at Sam’s Club (Walmart), driving innovation to engage, retain and acquire members in a retail environment. Prior to that, she was the Partner and Chief Connection Officer of Crush Industries - media and insights company - creating content and experiences that propel innovation.

In her final role at AT&T, she lead the industry practice within Agency | Entertainment | Hospitality | Media | Sports verticals for AT&T. Her role was to partner with the thought leaders in these industries to define the future vision of how people will live, work and play, utilizing technology innovation. In prior AT&T roles, Urvi has had a stream of experiences focused on innovation. She has been a Chief of Staff to the SVP of Brand Marketing, Advertising, Strategy, Design, Media & Sponsorships managing a budget of $200M+. More importantly she brought innovative thought leadership to the organization by changing the culture to build AT&T brand ambassadors through every employee. In her previous roles within sales and marketing she was part of the distinguished AT&T Management Leadership Program and led top performing teams and implemented new methods to decrease operational costs, increase efficiencies, and exceeded campaign objectives.

Before joining AT&T, Urvi served as an MBA innovation Intern for The Coca-Cola Company where she was responsible for driving efforts to create leading edge optimization frameworks. Her previous experience includes leading the entire Jones Apparel Group CRM platform (6 brands) and digital marketing strategy; IBM’s Gold Service Accounts 5 year enterprise marketing strategy; Kmart’s - Jerzees launch strategy; and Global client service account management at McCann Erickson India. Urvi is an avid endurance athlete completing 2 half ironmans, multiple triathlons, marathons and long distance bike rides. Urvi has lead a very nomadic lifestyle and her current base is Dallas, TX. Urvi continues to travel across the world to experience and connect life through people and places.



Diana Viteri


Diana Viteri is the Strategic Insights Analyst for Six Flags Entertainment where she is responsible for the design and execution of a wide variety of research studies ranging from new product development projects in China to market psychographic studies in Mexico to guest satisfaction research in the United States. In her role, she uses a number of methodologies to uncover actionable insights, which are regularly used by the company’s senior leadership team to set strategy for the business. Prior to joining Six Flags, Diana was a market research analyst for the Dallas/Ft. Worth International Airport, and before that, she worked with the Sonic Drive-In Restaurants consumer insights team at their corporate headquarters in Oklahoma City. Diana received both her undergraduate degree and her Masters of Science in Marketing Research degree from the University of Texas at Arlington. Diana is a native of Quito, Ecuador.



Marta Villanueva


Marta Villanueva is President of NuThinking Inc. She is a bilingual/bicultural expert with nearly 20 years of experience in insights. Marta has a proven track record advising Top 500 Companies. She is a creative thinker, grounded in marketing who gets more from consumers, using customized thinking tools. An award-winning researcher, Marta uncovers fresh and actionable insights across most major categories. She holds a Master’s Degree from the International Center for Studies in Creativity.



April Bell


An expert moderator, thought leader and innovator in marketing research.

Raised on a West Texas cotton farm where the tumbleweeds can blow you down, it’s no surprise she is often described as a ‘force of nature.' April loves challenges – the bigger, the better. She’s lived and breathed research as both client and supplier for more than 20 years. Armed with an Executive MBA from SMU and experience with research giant, Ipsos, she started April Bell Research Group in 2008.

She is lead by her curiosity, creativity and passion to find answers for complicated questions across a range of industries and demographics. Her experience includes helping many Fortune 500 brands discover fresh insights and transform them into actionable decisions.

Her career includes conducting over 10,000 hours of interviews, focus groups, and brainstorming sessions, which translate to A LOT of problems getting solved!

While most of her experience lies in asking tough questions, her equally curious 7-year old daughter is now giving her lots of experience answering them!



Lynly Schroeder


Lynly Schroeder is Director of AbilityOne Business Development for SourceAmerica, a nonprofit that employs 125,000 individuals with significant disabilities through a nonprofit network of service providers. She is a graduate of the MS in Marketing Research program at University of Texas at Arlington, holds an MBA from the McCombs School of Business at University of Texas at Austin as well as an MA in Museum Studies and Nonprofit Management from the George Washington University.  She is MBTI certified by the Myers & Briggs Foundation. Previously, Lynly has worked in Sales, Marketing, Strategy and Project Management for American Airlines, Fluor Engineering and the Smithsonian Institution. In her free time, Lynly studies 27 dance styles including Argentine Tango.



Jack Marquardt


Jack Marquardt is the VP, Consumer Insights for Fruit of the Loom, Inc. leading consumer- centric brand design for some of the most iconic fashion and sports brands, including Fruit of the Loom, Vanity Fair, Spalding and Russell Athletic. With over 20 years of experience directing consumer strategy & insights for major consumer brands, Jack has found that his passion to create the linkage between consumer devotion and cultural relevance is key to a brand’s success.

Prior to joining Fruit of the Loom, Inc., Jack spent over 15 years at PepsiCo’s Frito-Lay Division, where his consumer-centric brand design work led to break-through re-positioning of several $1B+ snack brands. His foundational insights led to the development and creation of the highly successful Doritos “Crash the Superbowl” consumer-generated advertising campaign. Further, his work at Frito-Lay has been recognized with multiple ARF David Ogilvy Awards including the 2009 Grand Ogilvy.

Jack is known as an innovator and consistently challenges the norm to find new ways to build consumer relevance. He will flip the traditional approach to branding on its head and in the spirit of post-modern marketing, rightfully focuses on the consumer as the core of a brand’s foundation.

Currently leading Consumer Insights & Innovation at Fruit of the Loom, Jack intends to drive a consumer-centric culture that is focused on building strong brand and consumer relevance by connecting industry leading insights with a consumer-led innovation pipeline process. Jack received his MSMR from University of Texas at Arlington, & a BA from Southwest Texas State University. He now resides in Bowling Green, KY with his wife Jenny & two children, J.J. (18) and Katie (15).



Mara Riemer


Mara is currently a director with Brunswick Group. As part of Brunswick Insight, Mara brings over 15 years of market research, communications and branding experience across a wide range of sectors. As the former Global Head of Research and Brand Strategy at Las Vegas Sands (LVS), Mara served as an internal advisor to global marketing, corporate communications, human resources and the development teams. Prior to her time in the hospitality and gaming industry, Mara worked for Altria Group. There, she led research efforts to support the Marlboro brand strategy. She started her career at R&R Partners, an advertising and communications firm where she worked on the “What Happens Here Stays Here” campaign. Mara earned her MBA from the University of Pittsburgh with a concentration in Marketing. She is an active member of the Advisory Board for the University of Texas at Arlington, Master of Science in Marketing Research Program.



Travis Malone


Travis is currently an Executive with Brunswick Group. Travis joined Brunswick Insight in January of 2017 and has since conducted qualitative and quantitative research as well as social media analytics for numerous clients including the Gates Foundation, Kosmos Energy, Facebook, and Avangrid. Prior to joining Brunswick, Travis worked as an intern for Brunswick Insight and for Heatly Custom Research. Travis holds a Master’s of Science in Marketing Research from the University of Texas at Arlington and a Bachelor’s degree in Marketing and Management from Texas Tech.



Shawna Fisher


Shawna is a social science enthusiast who fielded her first survey at age 12, personally interviewing 75 adults and teens about their thoughts on the future of our planet.

Today in her role at Decision Insight, she helps global brands uncover their optimal retail strategies for both brick-and- mortar and eCommerce using test-and- learn simulations to understand modern shopper behavior. She also serves as the cross-functional facilitator (sometimes agitator) for new research solution development.

Her non-linear career path includes heading North American panel operations for Toluna, a consumer insights role at Radio Shack, leading international marketing campaign management for J.C. Penney Direct Marketing Services, and freelance photojournalism for several outlets including the New York Times.

She’s written for Quirk’s Marketing Research Review and presented at the American Association of Public Opinion Research 62nd Annual Conference.

Shawna holds the Master of Science, Marketing Research degree from the University of Texas at Arlington. She lives in Chicago with her husband, a fellow UTA MSMR graduate.