Summary
Overview
Work History
Education
Skills
Accomplishments
Affiliations
Languages
Timeline
Generic
Pooja Surve

Pooja Surve

Mumbai

Summary

Dynamic Consumer Insights Lead with a proven track record, driving global research initiatives, diverse methodologies, and scaling teams. Expert in statistical analysis and team leadership, achieving significant cost savings through innovative techniques. Recognized for transforming insights into strategic actions, enhancing brand strategy, and fostering robust stakeholder relationships.

Overview

14
14
years of professional experience

Work History

Consumer Insights Manager

CPW
Mumbai
10.2022 - Current
  • Led global research initiatives for CPW across Europe, Asia, and LATAM, with projects spanning BHT, NPD, Communication Evaluation, U&As, CVE, etc.
  • Scaled the team threefold while expanding the research scope by more than 100% YOY.
  • Cultivated robust stakeholder relationships through effective conflict management, understanding business needs, and an emphasis on quality enhancement.
  • Managed multi-country research, translating insights into strategic business actions.
  • Established new capabilities, including the Consumer Value Equation, implicit testing methodologies (shopper studies, etc.). and Usage & Attitude studies
  • In-house advanced analytics tools like Max-diff, Turf, Brand Equity Index, and a normative database for NPD studies result in significant cost savings and an enhanced skill set.
  • Automated reporting systems reduce turnaround time by 50% to 60%.
  • Mentored an eight-member team, overseeing onboarding, training, and performance management.
  • Enhanced methodologies while implementing standardized SOPs
  • Helped develop visual dashboards to present complex data as clear, actionable insights.
  • Drove GenAI adoption to increase efficiency

Insights Director

BrandScapes
Mumbai
04.2020 - 04.2022
  • Led and mentored a 4–5 member team across diverse categories and research projects.
  • Guided new joiners on research methodologies, tools, and best practices.
  • I drove meta-analyses on advertising effectiveness using statistical techniques.
  • Managed the end-to-end research lifecycle—from client onboarding to insight delivery.
  • Led large-scale, multi-country studies across U.S. and Canada, segmentation, MaxDiff, and concept testing.
  • Standardized and simplified research processes to ensure efficiency and scalability
  • Contributed to business development, crafted proposals, and shaped client solutions.
  • Selected for a 3-month client secondment; led ad tracking initiatives across Asia.

Insights Manager

HDFC Life
06.2017 - 03.2020
  • Managed an end-to-end research portfolio (qualitative and quantitative) for HDFC Life.
  • Achieved ~5% annual cost savings through smarter research planning and vendor optimization.
  • Led the Consumer Connect initiative to uncover key insights: purchase journey, brand equity, category triggers, and barriers.
  • Standardized DIY research using agile platforms, boosting speed and cost-efficiency.
  • Managed the national Brand Track to deliver timely, competitive brand performance insights.
  • Conducted creative testing—both implicit (neuro) and explicit ad evaluations—and developed an internal advertising-ready reckoner to guide campaign effectiveness.
  • Led concept testing for strategic product launches (e.g., lifestyle disease insurance, rural offerings).
  • Ran a user research study to optimize HDFC Life’s website experience.
  • Handled full-spectrum vendor management—scouting, onboarding, and relationship oversight.

Research Manager

Kantar
04.2013 - 05.2017
  • Led end-to-end execution of brand tracks across Auto, BFSI, FMCG, and Media categories.
  • Set up online tracking (CAWI) from scratch to modernize tracking methodologies.
  • Conducted creative evaluations using advanced techniques, like eye tracking and facial coding.
  • Contributed to advertising meta-analyses to extract cross-campaign learnings for clients.
  • Partnered with marketing science teams to deliver insights via decision trees and path modeling.
  • Supported marketing mix modeling to assess media ROI and incremental impact.
  • Led shopper journey studies from awareness to purchase, mapping key touchpoints.
  • Applied statistical techniques (regression, correlation, factor analysis, decision trees) across projects.

Research Analyst

GFK Mode
Mumbai
06.2011 - 03.2013
  • Led NPD studies (in-home & CLTs) for personal care brands—blind and branded tests
  • Managed channel partner satisfaction study for a leading FMCG client

Education

MBA - Marketing Management

MET's IOM
Mumbai
04-2011

Bachelor of Science - Biotechnology

K J Somaiya College
Mumbai
04-2008

Skills

  • Consumer research
  • Statistical analysis
  • Brand tracking
  • Team leadership
  • Budget management
  • Agile methodologies
  • Quantitative research
  • Vendor management
  • Brand strategy
  • Business intelligence
  • Qualitative research
  • Consumer insights

Accomplishments

  • CPW - Creative Problem Solver Award
  • Brandscapes - Selected for Secondment with the client
  • HDFC Life - Received - Employee of Quarter award
  • Kantar - Best Employee awarded twice in two years, South Asia Role Model Award
  • Millward Brown - Monthly Excellence Awards

Affiliations

Travelling, painting, reading, writing poems, cooking

Languages

Marathi
First Language
Hindi
Proficient (C2)
C2
English
Proficient (C2)
C2

Timeline

Consumer Insights Manager

CPW
10.2022 - Current

Insights Director

BrandScapes
04.2020 - 04.2022

Insights Manager

HDFC Life
06.2017 - 03.2020

Research Manager

Kantar
04.2013 - 05.2017

Research Analyst

GFK Mode
06.2011 - 03.2013

MBA - Marketing Management

MET's IOM

Bachelor of Science - Biotechnology

K J Somaiya College

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