Senior Director, Consumer Strategist, Multicultural/Latino and Fashion
August 2005 — Present
Barbie Casasus brings over 15 years of experience to her role as the multicultural and Latino consumer expert at CEB Iconoculture Consumer Insights. Her finetuned expertise in multicultural marketing, targeted communication and branding initiatives helps clients customize products, programs, messaging, and promotions for specific audiences and demographics. Barbie approaches projects from the consumer’s point of view, using in-depth, inside analysis to provide cultural context and perspective to data, trends and insights. Her rich understanding of cultural shifts and dynamics allows her to identify strategic growth opportunities within the country’s most important emerging markets.
As CEB Iconoculture’s fashion expert, Barbie also keeps her style-savvy eye on what consumers are wearing, how they’re using fashion to create identity statements, who the emerging influencers are, the role of technology in fashion and how fashion influences consumer culture. Her vast fashion retail and corporate experience, and her curiosity for the ever-evolving definition of style help clients make relevant and stylish connections with consumers.
--Identify and analyze current and emerging consumer and cultural trends and opportunities for marketers.
--Employ an observational and anthropologic methodology to gain insight into consumer behaviors and trends.
--Analyze quantitative research, consumer sentiment, focus group data and social media data to add more depth to consumer analysis.
--Leverage consumer understanding to help Fortune 500 companies and leading agencies develop strategies and tactics across various areas, including: advertising, marketing, branding, promotions, product development, digital content and packaging, among others.
-- Develop intellectual property (reports, articles, presentations) on consumer trends and behaviors.
--Develop and present research on behalf of clients.
--Manage business unit, client growth and new business opportunities.