Pulling directly from Shaina’s CMVP nomination last October,
“She’s done an amazing job of juggling multiple client demands, team demands and office demands over the past couple of months. Marketing Science thinking is a key component of our new business wins and a growing component of day-to-day client deliverables. She delivers great insights, is a strong team leader, and continually reinforces her delivery with an attitude that clients and team members really appreciate.”
So it’s no question she is the Critical Mass CMVP of the Year for 2009. But let’s spend some time getting to know her a little better. Here are 10 Qs with Shaina.
1. What is your role at CM? How do you spend your days?
I am the Group Marketing Science Director, running the line of business for all offices. CM was in need of a more advanced analytics practice, so I wrote a business plan from my experience and research and executed against it. The vision was to ensure our clients get the most for their money working with us, our consumer gets the best experience, the product is the best we can deliver and our analysts have a highly engaging/challenging career at CM. Those were the 4 key components to drive the whole line of business. To date, we have 65% of CM accounts covered, a team of 15 people (and 6 more open positions).
I spend my days talking to people on the team [management] and selling during the day, planning operations and bigger picture analysis/strategy at night. 75% of the time I am travelling. I even have my own apartment in Calgary because I spent 6.5 months there last year. (Plus1 month in Amsterdam. Only 4 month at home here in Chicago!)
In a nutshell, it’s like I get to run my own business inside of a massive business and it’s very motivating.
2. Why do you think you were you nominated as a CMVP?
I suppose it’s because I built a successful line of business. Or maybe that’s why I was picked as CMVP of the Year. I think I was originally nominated because I had a very challenging month last fall. Sometimes, survival is extraordinary. That was when I was taking over solitary ownership of the entire group. It was challenging, but it helps that I love what I do so much.
3. What is the greatest thing about CM culture?
The people, themselves. I couldn’t work this much if I didn’t really like everyone who works here. I’ve worked at many agencies and with hundreds of people over the years and no one is like this collective group. The executives are so supportive and friendly. The Canadian heritage is rare and wonderful. Great work. Amazing roster of clients. All in all, it’s just a unique and ideal environment.
4. What drives you? What are you inspired by?
Finding the answer to “why?” and proving that what we’re doing is actually bringing value. Showing that everything we do at this company is actually worth something and can always be improved. That’s very compelling. Another big one is getting people to think–stop them and get them to think before they take action.
5. What was your greatest accomplishment of the past year? (Besides winning CMVP of course!)
[Laughs] Building the group! Small scale would be finally building a global web-based reporting system. We’ve been trying to do this for a long time. The first one was (and still is) used for the Nissan business. Also, running our first Neuro-marketing study was pretty amazing. That was also for Nissan.
6. What are your passions/interests outside the workplace?
Organic gardening. Shopping for expensive shoes. And cooking, particularly French and Mexican cuisine.
7. Who do you most admire?
My grandfather and grandmother, for two different reasons. They are the ultimate combination of art and science (an artist and an engineer) and they’ve made great accomplishments in those areas throughout their lives. I feel like a perfect blend of both of them. They’ve been through some serious life events and are still alive and smiling at 86. My parents were pretty inspiring too. They always told me I could do whatever I wanted in life if I worked hard enough and they were right!
8. What was the best memory of the CMVP trip to Vegas this year?
The group photo/human pyramid in front of the Vegas sign. Having everyone together there and now being able to look back at the photo and realize these are my absolute favorite people at the company. Can’t be a coincidence.
9. Any interesting Shaina-isms?
Hmm, perhaps that my appearance is deceiving. Everyone always assumes I’m a creative. I’m much more fun than my job title would have you believe.
10. Only a few seconds left…. Anything else you’d like to share about Marketing Science?
It’s a growing discipline. Some agencies are more advanced because of a background in direct mail or similar, but CM has caught up and it’s a great time to join our team. The organization fully supports it and the work we’re doing is quite advanced. Our clients are all asking for it… time to jump on board! [Had to throw in my recruiting pitch there!]
A heartfelt, company-wide round of applause goes out to Shaina. We can think of no one more deserving of this honor. She works hard and pushes us all to excel. She fits perfectly into the CM culture. She constantly impresses her peers and clients with her knowledge. Thank you Shaina!
