Margaret Wilhelm

Experience

• 

  AC Nielsen

  Jun 1996 - Nov 2000

  • Managed the two largest divisions of a top strategic client, working with senior executives to determine and execute strategic priorities.• Oversaw a $4 million budget and surpassed revenue targets by 18% in 1998 and 23% in 1999 through effective sales of additional research products and services.• Utilized Scanner and Household Panel data for pricing, promotion analyses, and competitive tracking.• Received the Arthur C. Nielsen Jr. Award for Excellence and was voted Manager of the Year in 1998. Show less

  • Account Director

    Jun 1998 - Nov 2000

  • Corporate Account Manager

    Nov 1996 - Jun 1998

  • Account Executive

    Jun 1996 - Nov 1996
• 

  Universal Music Group

  Nov 2000 - Jul 2012

  • Orchestrated market research initiatives for business units and record labels, providing senior executives with actionable business recommendations based on customer research and syndicated analysis.• Managed research budget through innovative negotiation with external suppliers and partners.• Established a vibrant online community of 10,000 music fans to test songs and content, offering valuable feedback to guide marketing plans for record releases.• Utilized sentiment analysis tools to gauge the impact of marketing strategies and adapt quickly.• Conducted primary research studies to inform the company's strategic direction.• Represented the company on research committees with industry consortia such as RIAA, DEG, and NARM. Show less

  • Sr Director, Market Research

    Oct 2007 - Jul 2012

  • Director, Market Research

    Nov 2002 - Oct 2007

  • Associate Director, Market Research

    Nov 2000 - Nov 2002
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  NBCUniversal

  Jul 2012 - Dec 2023

  • Spearhead the planning and execution of major studies to shape company strategy, covering areas such as segmentation, pricing, competitive analysis, content and creative testing, and user attitudes and behavior.• Manage end-to-end UX research across platforms, from foundational research to remote and in-person testing, contributing to the product development roadmap for the entire brand portfolio.• Established and led a cross-functional strategic insights team of five, overseeing all aspects of hiring, mentorship, project management, and quality control.• Secured senior leadership alignment and investment by distilling complex data into compelling narratives, regularly presenting findings to executive teams for strategy adoption.• Implemented a highly successful Voice of Customer program recognized as "Best in Class" at the Qualtrics Customer Experience Summit.• Established a thriving online community of 28,000 moviegoers to drive go-to-market strategies in collaboration with brands, studios, and exhibitor partners.• Deliver compelling presentations of research results to executives and large groups across the company. Show less

  • Vice President, Market Research & Insights

    Nov 2017 - Dec 2023

  • Sr. Director, Market Research & Insights

    Jul 2014 - Nov 2017

  • Director, Market Research & Insights

    Jul 2012 - Jul 2014
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  Toluna

  Jan 2025 - now

  SVP, Entertainment Practice Leader