Carol’s experience spans the consumer durable, packaged goods, and telecommunications industries. Carol was among the first marketing professionals to see the power of doing qualitative research studies online. Carol has conducted dozens of studies and hundreds of online groups for her clients. In the process, she helped pioneer many online design innovations.
Carol understands the importance of customer insights to sound marketing strategy. As Director of Marketing Communications at Whirlpool, she led the development of the company’s first fully integrated multi-discipline communications program leveraging insights from data-mining. Prior to Whirlpool, she co-founded atMadison.com, a firm that delivered high quality communications services to small businesses over the Internet.
Carol began her career as a market researcher and strategic planner at Leo Burnett where she applied her analytic skills to providing segmentation analysis, in-market test design and copy research for a number of blue chip clients. Later, as an Account Director, she led agency teams at four different agencies - Y&R, Leo Burnett, Mullen and JWT – for a variety of clients including Sprint, Nextel, Ameritech, Heinz, 7UP, and Philip Morris.
Carol Phillips speaks frequently at industry conferences and workshops on the topics of brand strategy, online research and return on marketing investment. She earned a Masters in Organizational Psychology from Michigan State University and is a graduate of Florida Southern College.
View Carol's bio page at the University of Notre Dame.