MAKING THE
NUMBERS MATTER
Consumer insights and research leader with 20+ years of experience driving growth, revenue, and strategic decision-making for major media organizations, including California’s largest news company.
Expert in translating data, research and performance metrics into actionable marketing and product strategies that improve acquisition, retention and engagement. Collaborative, people-focused leader known for building high-performing teams and aligning analytics with business goals.
Key Qualifications
Management
Design Oriented Problem Solving / Employee Development / Employee Performance / Information Synthesis and Application / Leadership / Management and Implementation / New Product Design and Implementation / Project Design / Public Speaking / Strategic Ideation and Thought Leadership / Visual and Written Communications
Research, Customer Intelligence
Client-Facing Presentation / Consumer Profiling / Data and Research Analysis / Data Dashboards and Visualizations / Database Analysis / Demographic and Psychographic Customer Analysis / Design and Implementation
Marketing
Digital Marketing Program / Goal-Oriented Media Schedule / Media Analysis / Persuasive Copywriting / Site Analytics and Analysis / Survey Design and Results Analysis
Career
Accomplishments
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Implemented new and former subscriber surveys, subscriber sentiment survey that led to multiple consumer insights for California’s largest media organization within an ever-evolving media environment.
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Member of Executive Leadership and Advertising Management groups that developed a five-year plan to reorganize the company around key initiatives, KPIs, and a redefined market strategy that resulted in the implementation of customer-focused strategies resulting in 7% growth in digital subscriptions, product portfolio revaluation saving $750,000 annually.
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Created a successful sales program and trained a team of 50 salespeople who went on to achieve a 20% increase in digital sales as well as stabilization and retention of traditional accounts.
Professional Experience
CONSUMER RESEARCH MANAGER
The Los Angeles Times
San Diego, CA
May 2021 - Present
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Lead consumer researcher for the largest media company in California. Developing insights on consumer behavior across the entire media platform.
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Implemented new and former subscriber surveys, subscriber sentiment survey that led to multiple consumer insights in the fast-moving media environment.
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To date have deployed multiple consumer side surveys to better understand key value propositions for the organization, findings have translated into new subscriber acquisition and bolstered retention efforts.
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Lead internal team to change marketing practices and focus on key customer cohorts with coordinated messaging and content offerings.
RESEARCH DIRECTOR, SENIOR RESEARCH MANAGER
The Los Angeles Times, San Diego Union-Tribune
San Diego, CA
May 2016 - May 2021
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Lead member for the business development team that gathered client data, developed new video streaming marketing strategies, and presented them to clients, resulting in a 20% sales increase of digital marketing services each month for two years.
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Mentor and coach direct reports on job performance, skill development, and growth in expertise, resulting in increased productivity and job satisfaction.
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Member of Executive Leadership and Advertising Management groups that developed a five-year plan to reorganize the company around key initiatives, KPIs, and a redefined market strategy that resulted in implementation of customer-focused strategies, resulting in 7% growth in digital subscriptions, product portfolio revaluation saving $750,000 annually.
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Defined and implemented a brand tenet strategy resulting in refocused efforts to align a $1,000,000 trade and sponsorship budget against company goals and performance metrics.
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Created a successful sales program and trained a team of 50 salespeople who went on to achieve a 20% increase in digital sales as well as stabilization and retention of traditional accounts.
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Team leader for the launch of a new in-house digital marketing agency that successfully shifted departmental efforts to digital marketing services resulting in a 50% increase in sales over the previous year.
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Created and implemented direct-to-reporter metrics, resulting in a 10% increase in site traffic and 15% increase in traffic retention.
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Designed and implemented a political video advertising strategy that increased market awareness and improved sales by 12%.
SENIOR INTEGRATED MARKETING ANALYST
San Diego Union-Tribune
San Diego, CA
Oct 2013 - 2016
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Developed and implemented new research strategies and materials for national clients resulting in a 15% increase in client retention.
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Systematized communication strategy across Advertising, Circulation, and Marketing departments to unify messages resulting in boosted metrics.
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Mentored new hires and existing staff on research analysis and interpretation of Customer Relationship Management (CRM) data resulting in increased client-facing presentations by 15%.
SAN DIEGO COUNCIL ON LITERACY
Board Chair
June 2024 - Current
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Board Member
November 2019 - June 2024
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Leads the 14 members of the Board of Directors for San Diego’s largest and oldest literacy coalition.
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Responsibilities include budgeting, strategic planning, community outreach, donor relations, revenue development, funding analysis and marketing.
Software Proficiencies
Claritas Research Suite
MS: Power BI, Office Suite
Nielsen/Scarborough Media Programs
Survey Research Tools: Alchemer, Esri, SurveyMonkey, Qualtrics
Analytics/Research: GA, comScore, SQL
Joseph Gordon
VP of Data, Analytics, Data Science and
Research at the Los Angeles Times
Having worked with Frank for over 15 years I have seen firsthand his leadership and acumen at turning research and data into actionable insights. His ability to work with people and information to find solutions would be a asset to any organization.
Jose Cruz
CEO, San Diego Council on Literacy
Frank brings a balance of old-school discipline and workmanship to every task. This is reinforced with his natural interest in research, data, and technology. He is consistent in providing clear-eyed analysis of issues as they relate to the San Diego Council on Literacy Board. He is a poised leader who is prepared and equipped to do what is needed to move our organization forward.
Paul Ingegneri
General Manager
Daily Journal Corporation
Frank's can-do attitude, data aptitude and ability to translate information into insights was a gift to the Los Angeles Times and Union-Tribune. He spearheaded multiple projects that results into true growth for the organization. His ability to form consensus with a wide array of collogues is a testament to his value and worth.
