With over 20 years of experience in market research and analytics, Trina has worked agency-side, client-side and vendor-side. Her passion is integrating data from a wide variety of sources, to understand a client’s business and tell the story of what is working and not working, and how to make it work even better. Using this approach, she developed and led the Analytics teams at both Crispin Porter + Bogusky and Mullen.
Trina loves data visualization and has a passion for social media data, word of mouth data, brand equity data, advertising and media investments, web traffic data, competitive data, and sales and other business data. Not only does she like data provided by others, she has a passion for collecting her own data via custom quantitative research. And, she is constantly on the search for new data sources. She frequently integrates this data on interactive dashboards and via marketing mix models, in order to help clients better understand how to optimize their businesses.
She has worked in many verticals, including consumer package goods, durables, services, technology (mobile and software), biomedical, insurance, financial, and restaurants.
Over the years, her clients have included: Microsoft, MetLife, American Express OPEN, Old Navy, Best Buy, Kraft, Heinz, Fidelity Investments, Nextel (now part of Sprint), Blue Cross Blue Shield of Massachusetts, Tufts Medical Center, Coke Zero, Tropicana, Glad (First Brands), SoCal Gas, Bolthouse Farms, Alkermes, Buell (Harley Davidson), LendingTree.com, XM Satellite Radio (now part of Sirius XM), United Airlines, and the Beef Industry Council. Additional brands that she has consulted for include Jim Beam (Beam Global), Disney, Greenberg, and The Gates Notes.
She has worked at a variety of agencies, including Leo Burnett, Crispin Porter + Bogusky, Mullen, and PARTNERS+simons. She has also consulted for SS+K, Glover Park Group, Digital Influence/Racepoint Group, CTP Boston, Deutsch, Paulsen Marketing, and Blitz Media.
Trina is a member of the American Marketing Association, the Advertising Research Foundation, and Mensa. She is a Member Ambassador for The Advertising Research Foundation and sits on the Customer Advisory Board for Tableau Software.