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Carla Borsoi  

VP, Consumer Insights AOL

Iā€™m here to make your products hip, relevant, and beautiful and your marketing germane, delightful, and effective. To drive product and marketing strategy, I draw on deep expertise in qualitative and quantitative research methods, dig into web analytics, measure marketing effectiveness, and monitor social media. Activating research and inspiring teams with insights are the core goals of any project I undertake. In my spare time, I parent two girls who are a great proxy for any tween research, run a cocktail club, serve on the board of a classical music non-profit, enjoy movies at least twice a month, and constantly socialize. I like to nerd out and optimize even my personal life ā€“ spreadsheets are not just for work anymore. PROFESSIONAL EXPERIENCE AOL, Palo Alto, CA, 2010 ā€“ present Vice President, Consumer Insights & Analytics Develop powerful insights based on multiple data streams to influence marketing and product strategy for mail, messaging, mobile, local content, and web identity. Projects have included: o Extensive in-home and intercept interviews to determine macro-trends around communication. o Dives into potential brand names and logos for new products. o Multi-platform usability testing (tablets, PCs, Macs, iPhones, and Androids). o Large-scale A&U study for Patch, providing feedback to drive acquisition and engagement. Evaluate the efficacy of marketing programs to provide input into marketing spend, to wit: o About.me Times Square Billboard campaign post-mortem. o Assessment of Editions launch efforts on brand awareness. o Overview of AOL Mail loyalty holiday program. Work closely with marketing managers on brand and marketing strategies from brand essence to recommendations on marketing mix and spend. Align with FP&A and analytical teams to prepare for new product launches and the determination of KPIs. Serve as a founding member of the Speaker Series, bringing in notable speakers on a variety of topics to AOL. Ask.com, a division of IAC/InterActive Corp., Oakland, CA, 2005 ā€“ 2010 Vice President, Community, Jan 2010 - present Focused on community cultivation, including user satisfaction and loyalty through the championing of user needs. Cultivated and cared for the emerging community of Ask.com question askers and answerers. Served as the internal evangelist for user needs. Developed and enacted initial communications strategy for community, writing initial emails and community guidelines and overseeing weekly emails to members. Managed moderation and customer service team. Drove reporting and analysis to create products centered on being the #1 trusted brand for answers.

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