Communication Objective
Position Chipotle as a top-of-mind, preferred brand that builds long-term loyalty.
Business Objective
Increase both in-store and digital sales while growing loyalty program participation.
Measurement Objective
Drive a 20% boost in app downloads, a 10% sales increase, 15% more social mentions, and improved ROAS by 20%.
Key Responsibility:
Developed a strategic media pitch for Chipotle by aligning brand goals with consumer insights derived from syndicated data, with a focus on increasing relevance and engagement across target audience segments.
My Contribution:
Analyzed Simmons MRI data to extract actionable consumer insights relevant to Chipotle’s core and emerging audiences.
Conducted category-level analysis to identify trends in fast-casual dining preferences, health-conscious behaviors, and media habits.
Segmented audiences based on demographics, psychographics, and lifestyle indicators to build detailed customer profiles.
