Viral Jain

• Designed and created insights function for Amazon Fresh Stores from scratch with research scope covering customer acquisition, engagement, CX and brand. o Established agile research programs to help generate quick-turn CX and marketing insights. o Established mechanisms for socialization of insights with organization at large and with leadership. • Assumed role of a thought leader for physical and online Fresh organization on customer perception measurement and organization goal setting. Expanded scope to own/create mechanisms for measuring price perception for both orgs. • Helped organization quickly pivot from a CX stand-point post launch of the first store leveraging digital shop-alongs. Impacted multiple teams including tech (Dash Cart, Alexa kiosks), Category, Marketing and Store Ops. • Conducted and triangulated insights from traditional telephonic surveys, exit intercept interviews and post purchase surveys in Q4’20 and generated guidance on what the organization needs to do to acquire and engage customers. • Conducted creative testing (normative quant studies, digital mobile missions, in-market impact studies) to help marketing team understand effectiveness of their campaign, and guide optimization of creative for future iterations. • Generated guidance on what positioning areas/ spaces Amazon Fresh Stores can own and should invest in.

• Conducted concept research and positioning studies that directly impacted the product development and go-to-market teams of Amazon Echo, Alexa, Fire TV and new-to-world/emerging product divisions. • Conducted Maxdiff & TURF studies to help Alexa teams (e.g. communications, privacy) prioritize their feature roadmaps and optimize impact of their resources. • Generated insights on customer engagement for Alexa that pushed analytic teams to re-think definitions of customer cohorts, and identified strategies for improving engagement with Alexa devices. • Led customer segmentation for fitness wearables team, and worked on concept research for what is now Amazon Halo. • Led foundational ethnographic research to uncover modern human needs that could be solved by Alexa to make people’s lives easier, which influenced both product/ feature roadmap and marketing strategy. • Created the roadmap for & designed scalable research programs and thereby reshaped the brand and product experience tracking functions. Managed high-impact researchers to help build & execute such scalable programs. • In 2019, I was selected for high potential performers program, <1% selected globally at my level. • In 2018, conducted research on new-to-world devices, resulting insights were presented to the Amazon Board by President of Lab126.

• Identified strategies to drive growth in share of wallet and to acquire new customers based on behavioral data analysis of customer decile cohorts and market decile cohorts. • Managed internal customer panel and conducted agile quant/ qual studies to drive growth for pet grooming services and guide quick-turn decisions on assortment, packaging/ signage and product concepts. • Conducted local trade area analyses to guide store level marketing and selection decisions to drive growth. • Conducted research on the millennial pet parent and drove education among broader analytics team and leadership/ CMO. • Managed Brand Tracker and quarterly reporting on awareness and NPS.

SR. ANALYST, MARKETING RESEARCH (March 2014 – July 2014) MARKETING RESEARCH ANALYST (April 2007 – February 2014) • As a sole and first researcher, defined research scope, promoted the practice and gradually shifted an engineering-first mindset to customer-first mindset. With limited budget, ran scrappy research in innovative ways to get insights for business. • Generated impactful insights via quant/ qual product research that drove innovative industry-first product features and numerous go/no-go product decisions across categories (e.g., coolers, protective cases for devices and flashlights). • Provided insights on new categories (e.g. airlines, off-road, education and pharma) as they expanded in to new categories. • Helped optimize their first consumer facing website (via usability testing) & their first consumer ads (via message testing). • I was promoted once in my tenure at Pelican. • I was rated twice in as many times as one of the best presenters at the 2013 & 2014 annual company meeting (40+ presenters including the CEO and his directs/VPs).

Managed online content, pricing & promotions of music, movies & games section on sonystyle.com. Assisted the product manager with competitive pricing analysis, sales analysis and reporting, campaign analysis & promotional activities

Responsible for designing GMAT math curriculum and delivering lectures to a class of 30+ students.

Worked on various custom marketing research projects on Concept Testing, Product Testing, Pack Testing, Segmentation analysis, Habits and attitude studies, etc for variety of clients like Unilever, Cadburys and Kodak. Performed multivariate statistical analysis (Factor analysis, cluster analysis, correlation/regression, etc) using SPSS