Paula Sykes brings to the table over 18 years of ad agency, client and supplier side experience across various disciplines, categories and target markets. Her professional experience working with a variety of Fortune 500 companies (inside and outside the agency framework) has given her insider perspective into insight needs across stakeholders. She provides added value by not only being able to assist her clients in the development of the research plan but also being able to anticipate information needs and improvise on the fly throughout the research to make sure key stakeholders are getting what they need.
Paula began her research career at Information Resources, Inc. as a Project Director where she provided consumer insights, extracted from syndicated data, to clients SC Johnson and Carl Buddig. By tracking and analyzing new product performance, consumer usage patterns and the impact of base price fluctuations and merchandising activity on product sales, Paula assisted the marketing, research and sales departments of her clients build effective marketing strategies.
After IRI, Paula joined Abbott Laboratories where she coordinated all marketing research, micro-marketing and sales force reporting needs for the Neuroscience Business Unit, managing a combined research budget of over $1 million. While at Abbott, Paula was presented with an opportunity to pursue a lifelong interest of hers – advertising. Her advertising career has spanned both General Market and African American targeted advertising, in addition to mass, direct and shopper marketing. She has worked in research and strategic planning capacities for Burrell Communications, Carol H. Williams Advertising, DDB and Saatchi & Saatchi X. During her most recent employment at Saatchi & Saatchi X, Paula lead the assessment of client business challenges and identified methods to obtain insights that led to short-term and long-term shopper marketing solutions. She worked with both manufacturers and retailers in their quest to understand and identify consumer/shopper behavior, needs and trends to assist in marketing efforts. In 2009, Paula left Saatchi & Saatchi X to pursue another lifelong interest -- being an entrepreneur. She has tripled her client roster in the past 2 years and looks forward to many more years of partnering with clients to help grow their businesses through the discovery of rich consumer and shopper insights.
Paula received her B.B.A. in Marketing and M.B.A. in Finance from Loyola University Chicago. She honed her moderating skills over her 18 year career in market research but received her formal moderator training from the RIVA Training Institute.