Tom Willerer

Current

• Director, Consumer Insights at Netflix

Past

• Director at Starcom IP
• Strategist & Planner at Euro RSCG Chicago
• Senior Analyst at GM Planworks

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Education

• DePaul University
• Indiana University Bloomington

Recommended

1 person has recommended Tom

Connections

276 connections

Industry

Internet

Tom Willerer’s Summary

--Marketing Strategist with substantial experience in quantitative and qualitative research, including moderating focus groups, survey design, data analytics.

--Particular passion and work experience in turning insight into strategy by conducting ideation sessions and writing accessible "briefs".

--Also, well versed Internet Strategist with MA in New Media Studies.

--Published in several advertising journals with accompanying speaking engagements at ESOMAR, ARF, and iMedia.

Tom Willerer’s Experience

• Director, Consumer Insights

  Netflix

  (Public Company; 1001-5000 employees; NFLX; Internet industry)

  November 2007 — Present (2 years 1 month)

  -Ensure key decisions that drive strategy, marketing plans, and the subscriber experience are based on relevant insights and consumer data.
  
  -Bring the voice of the subscriber and the potential subscriber into the Netflix organization, and stimulate a strong consumer culture.
  
  -Create a competitive advantage for Netflix by delivering insights that facilitate speed and accuracy of decision-making.

• Director

  Starcom IP

  (Public Company; 10,001 or more employees; Marketing and Advertising industry)

  February 2005 — November 2007 (2 years 10 months)

  --Managed a team of 10 analysts across 10+ clients, including United Airlines, ESPN, Sara Lee, Kellogg’s, BlackBerry, and Miller, as well as across multiple business units: Starcom, StarLink, IP Pixel, and SMG Search.
  
  -- Responsibilities were broad: campaign measurement, target segmentation, pre-planning strategic consultation, proprietary research, and data management.
  
  --Co-authored first of a kind study on Internet Advertising clickers (Natural Born Clickers) that seeks to understand the question, “who clicks on online ads?” Initial findings presented at iMedia Austin (2007).
  
  --Co-managed exploration of Online Clutter and its affects on consumer response (brand and direct) with DoubleClick and Dynamic Logic. Results presented at ARF Measurement Symposium (2007).
  
  --Ideated qualitative / ethnographic exploration into the oft overlooked group, “advertising rejectors”. Research presented at ESOMAR Dublin (2007) and was covered in Media Week.

• Strategist & Planner

  Euro RSCG Chicago

  (Public Company; 501-1000 employees; Marketing and Advertising industry)

  February 2004 — January 2005 (1 year )

  -Facilitated brainstorm sessions to establish a new, consumer centric value proposition for Citibank’s Shell MasterCard. Developed session guide, moderated, and co-presented final ideas.
  
  -Moderated African American and youth focus groups for new business presentation. Supervised team in coalescing our findings into contact strategy that fueled our pitch.
  
  -Responsible for development and training of a full-time MBA student intern.

• Senior Analyst

  GM Planworks

  (Public Company; Marketing and Advertising industry)

  February 2001 — February 2004 (3 years 1 month)

  -Managed execution and analysis of several qualitative target explorations for individual General Motor’s brands, as well as full automotive segments. Projects spanned several markets, with an average of 15 focus groups. Duties included analysis of groups, writing discussion guides, facilitating ideation meetings, conducting one-on-one interviews and presenting to client.
  
  -Managed several quantitative investigations for GM Planworks to gain a deeper understanding of GM’s $3 billion investment in media. Duties included managing vendors, writing questionnaires, analysis of data, writing presentations, and presenting to client/divisional teams.
  
  -Conducted numerous strategy ideation sessions and assisted several GM brands regarding the development of their individual media strategies. .
  
  -Actively consulted with the Saturn Media Team in order to broaden their scope of thinking and apply new learning garnered from recent research findings.

Tom Willerer’s Education

• DePaul University

  Masters , New Media Studies , 2005 — 2007

  -Relevant course work: Usability, Intro to HCI, Ethnography, Graphic Design, Web Design, Text & Image, Multimedia Documentary.

• Indiana University Bloomington

  Business , Marketing , 1996 — 2000

  Activities and Societies:

  -Indiana University Baseball Team
  
  -Member Acacia Fraternity