Joe has over 25 years’ experience as a senior brand strategist, facilitator, trainer, and project manager. He started to consult independently in 2001 after departing Bates Worldwide as a SVP – Director of Strategic Planning in the North American Division. He wanted to bundle his proprietary set of brand planning tools into a simple yet powerful package that could be offered to, understood and utilized by mid-sized businesses and publicly held companies alike.
As a senior brand strategist and consultant, he has worked on ad hoc projects as well as in full-time and contract positions to help communications agencies and clients elevate their strategic thinking, process, and staff competence. Joe has lead branding efforts for regional, national and global brands such as American Electric Power, Resorts Condominiums International, Pan American World Airways, Bruster’s Real Ice Cream, and Messiah Lifeways. He played a key role in creating a branded presence for the Connecticut Department of Revenue Services which was offering tax amnesty to the state’s tax scofflaws – and won a Gold EFFIE for that work.
Joe earned his undergraduate degree with honors from Temple University, and holds a Master’s degree in Business Administration and Marketing from The University of Connecticut. He has taken coursework at the American Management Association on Strategic Listening, and with Xerox’s Client Centered Selling program.
Over the past twenty years, Jay has been involved in both qualitative and quantitative research projects, and has helped resolve marketing questions for a wide variety of companies, including Microsoft, Union Bank, Volvo, Unilever, Azusa Pacific University and many others. Marketing issues handled include brand development, market segmentation, Internet strategy, website effectiveness, corporate image, new product introduction and advertising testing.
Before entering the research field, Jay worked as a freelance translator and technical writer and handled material on such diverse subjects as computer software, factory processes, international trade, and art. He feels that his wide range of experience and the fact that he spent part of his life overseas help him to be more sensitive to research respondents and more likely to pick up on any nuances that might otherwise go unnoticed. During his mandatory three-year stint in the Israel Defense Forces, Jay served as a personnel interviewer.
Jay has a Bachelor’s degree in Psychology from Tel-Aviv University. In addition to the academic requirements, the curriculum included courses in group dynamics and supervised psychological work with a variety of clients. Jay is a member of and subscribes to the ethical guidelines of the Qualitative Research Consultants Association (QRCA). He is currently serving as co-chair of the QRCA Southern California Chapter.
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