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

281 connections

Industry

Internet

Tom Willerer’s Summary

Substantial experience in quantitative and qualitative research, including moderating focus groups, In-Depth Interviews, Ethnography, survey design, and data analytics.

Particular passion and work experience in turning insight into action.

Published in several advertising journals: ESOMAR, ARF, and iMedia.

Tom Willerer’s Experience

• Director, Consumer Insights

  Netflix

  (Public Company; 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; 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.
  
  Responsibilities: 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 sought 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; HAVS.PA; 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.

• Senior Analyst

  GM Planworks

  (Public Company; Marketing and Advertising industry)

  November 2000 — February 2004 (3 years 4 months)

  Managed execution and analysis of several qualitative explorations for individual General Motor’s brands, as well as full automotive segments. 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.

Tom Willerer’s Education

• DePaul University

  Masters , New Media Studies

  Relevant course work: Usability, Human Computer Interaction, Ethnography, Multimedia Documentary.

• Indiana University Bloomington

  Business , Marketing

  Activities and Societies:

  -Indiana University Baseball Team