Founder of ESL Insights, Ellen is a qualified, recognized authority in the field of market research.  Her background includes senior executive positions at a number of companies including  BBDO International, Citibank and Simmons Market Research Bureau (now part of Experian).   Ellen was responsible for creating the Pepsi Taste Test and for launching Life Savers Bubble Yum Bubble Gum for BBDO in the U.S. and also in  European markets while based in Dusseldorf.   As President of the Simmons Market Research Bureau, Ellen launched the first syndicated market research study of the 50+ market:  “The Golden Generation” and the first syndicated marketing and media study of the affluent: “The Get Set”.   As Director of Communications for Citibank, Ellen designed the research and later was responsible for the marketing and communications for "The Citi Never Sleeps" campaign.   Throughout her career, Ellen has shared her "real world" practical knowledge of market research and the broader implications with students and industry professionals including... Fordham University Graduate School of Business where she introduced students to the power of branding. Duke University where she discussed the results from her study for the American Red Cross and what it means for disaster recovery. The Advertising Research Foundation where she explored the extension of branding concepts into the arena of online business. ESOMAR where she made a European audience aware that the U.S. financial services industry was rapidly moving towards an online securities trading model and how it would affect both investors and traders. In 1990, Ellen founded Strategic Surveys International, an independent brand planning, consulting and strategic marketing and research company for a broad range of private and public sector clients.  Some notable research and branding achievements included: Identifying the critical success factors, including usability, required for a successful launch of a software solution targeted at small business owners. Repositioning a large regional bank's Private Client's Group following a merger. Providing direction for a redesigned, employee-friendly publication and intranet site supporting the new corporate culture required for a successful transition to a publicly held company. Assessing the needs of small business' customers around the globe prior to a major U.S. bank's successful launch of these services in the United States, Japan, Singapore, Brazil, England and Italy. Repositioning children's television channel to advertising and media clients. Understanding why women philanthropists were unwilling to donate appropriate sums of money to a charity whose causes should have been of great interest to them for a major philanthropic organization. Engaging plus-size women in a dialogue around style and body image prior to the successful launch of a line of active wear targeting these consumers. Conducting an ethnographic study of the tastes and motivators of the wealthy for an upscale lifestyle publication. Taking the "pulse of New York" - the emotional and financial effects in the aftermath of the attacks of 9/11 on adults residing in the Greater New York area - for the American Red Cross of Greater New York. Professional Affiliations Member: Market Research Council, ESOMAR, American Marketing Association, Economic Club of New York, Financial Women's Association, Columbia Business School Alumni Association - Marketing Committee. Current Board Memberships International Women's Forum--Leadership Foundation, Pace University/Dyson College Advisory Board,  Hazel M. Goddess Stroke Fund, Women's Forum-New York.
Some of Ellen's Passions Ellen has a passion for all the arts, frequently dashing from an intense research meeting in the nick of time to see the curtain rise on the latest Broadway production.  She can also be found touring museum galleries or catching up on a great read. In 2006, Ellen rekindled her passion for travel to far corners of the globe  with journeys to Spain and Costa Rica, finally ringing in the New Year in New Zealand where she took her first helicopter ride and sailing lessons from the America's Cup crew! Ellen has trips to Dublin and the West Coast....including whale watching in the Orca Islands....planned for 2009.