Ellie Copeland

Experience

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  Contractor

  Jan 2010 - Jan 2018

  Yachting Coach

  I have been contracted by Yachting New Zealand to work with youth sailors in local clinics, and have coached international travelling teams multiple times. I was a part of the coaching team at the 2017-2018 29er World Championships, where New Zealand boats placed 1st and 5th overall, 1st male crew, and 1st female crew. I have worked as a yachting coach part-time since 2010, for a range of different clubs and individuals, including Wakatere Boating Club, Point Chevalier Sailing Club, Kohimarama Yacht Club, Torbay Sailing Club, and the Bay of Islands Yacht Club. Show less

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  High Performance Sport New Zealand

  Jan 2014 - Jan 2016

  Olympic Campainging Athlete - Yachting

  I undertook a 4 year Olympic campaign in the 49erFX class in yachting, between 2014 and the 2016 Olympic games. This involved representing New Zealand on the world stage at numerous international regattas, intensive training both on and off the water, goal setting and detailed progress measurement and analytics, extensive logistical organisation and boat maintenance, and the drive and passion to succeed and to learn continually. The skills I have gained through competing in Olympic level sport have been, and will continue to be, absolutely invaluable in work and in life. Some of these skills include effective decision making in high-pressure situations, the adherence to a "growth mindset" in order to drive continual learning and improvement, ability to work hard through both ups and downs towards a goal, to communicate and operate effectively in teams, to organise complex logistics, attention to detail and objective analysis, process focused goals and development, and performing to a high level in foreign environments. Show less

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  Aurecon

  Nov 2016 - Feb 2017

  Intern - Building Services

  As an intern at Aurecon, I contributed to a range of both internal projects and client work.

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  EY

  Nov 2017 - Feb 2018

  Intern - Infrastructure Advisory

  In the Infrastructure Advisory team at EY, I worked in a strong team to deliver value to a range of clients, as well as contributing towards internal business development research. Offered a graduate role upon completion.

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  FORWARD Insight & Strategy

  Mar 2018 - Feb 2019

  Market Research Analyst

  Part-time work for Forward HQ, undertaking and analysing both qualitative and quantitative market research.

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  SailGP

  Mar 2019 - Jul 2019

  Designer of F50 Race Yachts

  In my role as a yacht design enginneer with SailGP I worked across a range of projects relating to the design, maintenance, performance analysis and race day data analysis for the F50 yachts. I developed a prioritisation tool to inform the selection and processing of live data for broadcast during racing, undertook foiling analysis in wave conditions, and contributed towards part design, among other work.

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  FORWARD Insight & Strategy

  Jul 2019 - Sept 2019

  Qualitative Market Research and Insight Project Manager

  During my short-term contract with Forward I managed three major qualitative research and insight projects. I conducted qual research, pulled together research into cohesive reporting of valuable insights, managed in-house design and the execution of the reports, and engaged with clients to deliver the work.

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  TRA

  Sept 2019 - May 2023

  Lead qualitative (and qual/quant) projects for clients across a range of industries (Local and Central Government, FMCG - food and beverage, financial services, professional services, property, automotive, agriculture etc). By putting human insight at the heart of business challenges and strategy, we help organisations to create better products/ experiences/systems for the people they serve.I have experience working across a range of qualitative approaches and client challenges, including behaviour change, customer value proposition development, bringing customer segmentations to life, customer journey mapping, advertising development and testing, brand positioning and development, research to inform NPD and innovation pipelines, improving customer and client experience, understanding consumer responses to new products or systems and more. Experience:* Managing projects end to end, including recruiting participants* Moderating focus groups, depth interviews, co-creation sessions, online boards* Ethnographic research - including observation and intercept interviews* Workshop facilitation* Leading analysis of findings and development of outputs, with a strong focus on storytelling techniques to deliver the insights with clarity and impact* Presenting to senior leaders within businesses, including boards Show less Accelerated promotion to consultant level with TRA.My role involves undertaking and managing qualitative projects (and qual/quant projects) across clients in telco, FMCG, government, apparel, logistics, agriculture and more. I am involved in moderating focus groups, ethnographies, co-creations, depth interviews, intercepts and distilling down these complex qualitative insights into valuable strategies to solve client challenges with a customer-centric focus. Research that I have been involved in has contributed towards strategies for influencing behaviour change in complex systems, product brand insight and rebrand direction, comms testing, rebrand testing, audience segmentation and customer journeys, CVPs and more. Show less

  • Senior Consultant

    Jul 2021 - May 2023

  • Qualitative Research Consultant

    Feb 2020 - Jul 2021

  • Insights Specialist

    Sept 2019 - Feb 2020
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  FORWARD Insight & Strategy

  May 2023 - now

  Senior Consultant

  Preparing, leading and delivering strategic insights projects for global clients (e.g. Dole, Oppy, T&G), focused primarily in building value and brands in primary produce and FMCG sectors.