Resume LGD

							                                    Luiz Guilherme Duarte, Ph.D.
                    th
      4751 NW 114 Dr. ● Coral Springs, FL 33076 ● (954) 415-7383 ● lgduarte@thinkintele.com

OBJECTIVE                Marketing management position where a broad expertise in media intelligence &
                         planning, and hands-on experience in generating data will enhance company value
BACKGROUND               Manager of multiple simultaneous projects and contractors at high-tech multinational
                         media companies. Broad experience in strategic planning based on primary and
                         secondary research. Able to analyze complex marketing problems (brands, segments,
                         etc.) and communicate solutions. An experienced leader of large teams, providing
                         motivation, training and support by example.

WORK EXPERIENCE

Marketing Research Scientist
Tivo, Inc., Alviso, CA 2006 – Present
 Selected vendors and implemented 25K prospect/subscriber online panels
 Executed segmentation, branding and messaging studies to reposition TiVo marketing strategies
 Developed system to generate TiVo ratings that determine how DVR viewers skip commercials

Vice President, Market Intelligence
Starmark International, Fort Lauderdale, FL. 2004 – 2006
 Developed process to measure effectiveness of integrated marketing projects by variety of clients
 Designed and executed various qualitative and quantitative research projects (focus groups, Web
    surveys, etc.), including client support towards integration of overall marketing planning
 Executed business development for all new research projects

Director, Marketing & Research – Ad Sales Division
Sony Pictures Television International, Miami, FL. 2003 – 2004
 Organized production of all promotional materials for various networks, pricing of ad packages and
   distribution to sales offices throughout Latin America, streamlining concept-to-market timing
 Developed consistent, branded promotional materials that uniquely positioned sales offers
 Generated new research materials to support sales efforts across region, enhancing product profiles
 Implemented new ratings reports that changed the way ad agencies review cable network rankings
 Introduced DTH ratings to the market in partnership with DIRECTV Latin America

Director, Marketing Research & Intelligence
WGBH Educational Foundation, Boston, MA. 2002 – 2003
 Relaunched the Marketing Research functions, hiring and training new staffers, besides expanding
   support to include TV, Radio and Internet Development, Production, Scheduling, Sales, Fundraising
   and Customer Satisfaction. Added Competitive Intelligence functions to the department
 Enhanced use of Intranet to distribute reports and promote cross-silos communication
 Developed top level reports combining performance benchmarks from various operations, which help
   guide senior management decision making
 Performed a variety of studies (focus groups, surveys, Web usability), quickly duplicating
   profitability. These studies yielded market planning projects greatly praised within corporation
 Initiated new training series to capacitate all employees on using of research data for profitability
Manager, Programming Research
Telefutura Network, Miami, FL. 2001
 Responsible for launching research functions for new national broadcast network
 Interfaced with Nielsen Hispanic Services to acquire NHTI and NHSI, including software installation,
   configuration and training, as well as troubleshooting
 Hired and trained staff, developed standard operating procedures for coordination of various
   departments in program scheduling, designed periodical reports and computerized distribution system
 Interfaced with all local stations to coordinate scheduling practices and establish new computerized
   procedures that immediately reduced line up discrepancies throughout the country

Manager, International Market Research & Intelligence
DIRECTV Latin America, Fort Lauderdale, FL. 1996 – 2001
 Managed multiple research agencies with over a dozen qualitative (focus groups, ethnographies) and
   quantitative (phone/Web surveys, etc.) on-going projects and $3 million budget for 2001
 Prepared research and intelligence reports with pay television insights to guide top management
   decision-making. Analysis on PPV, NFL and Segmentation set to save millions of dollars this year
 Strategic participant in decision making to add programming and configure promotional campaigns,
 Developed strategy to implement viewer ratings system across continent, including MRC accreditation.
   Conceptual creator of unique Nielsen-like system slated to offer DBS a commercial edge over cable
 Coordinated implementation of geographical positioning of client database and point of service in
   Brazil and Puerto Rico, using MapInfo/ArcView software
 Developed customized CATI application and integration to SPSS; co-managed multi-language in-
   house call center; generated data analysis and powerpoint/pagemaker reports on results
 Evaluated strategies for integrated database marketing and data mining in Brazil & Mexico
 Contracted and implemented Competitive Intelligence software for collaboration across entire region
 Hired, recruited and trained 30+ staffers to implement plans linking customer service and quality
   control around the clock across five broadcast centers

PROFESSOR
Michigan State University, East Lansing, MI. 1990 – 1996
 Taught International Telecomm. discipline at Undergraduate Level for Telecommunication Dept.
 Taught Portuguese idiom and Latin America Studies at Undergraduate Level, Social Sciences Depts.
 Designed and executed several primary quantitative/qualitative research resulting in academic papers
University of Phoenix, Fort Lauderdale, FL 2005 – (courses in business management)

Broad Communications career in Brazil, with experiences as reporter, advertising copy editor and video
producer in largest media companies. 1984 - 1990

ADDITIONAL
INFORMATION           -   Native Portuguese speaker, command of Spanish
                      -   Strong technical skills, including database and statistical software
                      -   International correspondent to multiple trade press publications
                      -   Currently preparing second book on pay TV in Latin America
                      -   Multiple academic articles written
                      -   Complete curriculum vitae at: http://home.earthlink.net/~lgduarte

EDUCATION             Ph.D., Mass Media (includes MBA equivalent in International Marketing),
                        Michigan State University, 2001.
                      M.A., Telecommunication, Michigan State University, 1993.
                      B.A., Journalism, University of Sao Paulo, Brazil, 1988.