Nelly brings over 20 years of knowledge in classic and emerging market research methodologies including leveraging Insight Community platforms to enhance understanding of consumer audiences. Her experience spans research in front-end innovation, consumer needs, jobs to be done identification, positioning and message development, new product development, advertising testing, media effectiveness, brand health, and in-market success tracking studies, to name a few. Nelly comes to Schmidt from the Kraft Heinz Company where was the Head of Insights and Strategy for iconic brands including Heinz, Kraft Mac & Cheese, Velveeta, and JELL-O. She excels at both qualitative and quantitative research. Most of all, she enjoys asking the right questions and designing the most effective research plans that provide strategic guidance and actionable insights for business growth.
Nelly holds an MBA from F.W. Olin School of Business at Babson College in Wellesley, MA, and MA in Linguistics from Sofia University in Bulgaria.