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Vice President, Consumer Insights Roku Inc.

Why did you decide to come to Leeds? I grew up in Boulder and absolutely love the city. I initially studied history with the intention of becoming a teacher, but I switched to the business school on the advice of a friend who spoke to me about the opportunities that a business degree could provide.

Could you share an experience (or two) that was particularity memorable at Leeds? While I was taking an international marketing class, we conducted an actual research project for a new product in a foreign market. At that point in time not a lot of colleges were doing real-life projects—this was an exciting hands-on learning experience that spurred a lifelong passion for consumer behavior and insights.

Any particular professors or mentors that influenced you while you were at Leeds? Philip Cateora opened my eyes to the possibility of exploring the world both physically and culturally. He was my professor for international marketing and set my career path in motion.

Where has life taken you since you graduated Leeds? I’ve led quite an exciting life with many twists and turns. My career choice has afforded me the opportunity to work on projects around the world across many exciting categories. While I’ve lived in other countries for short stints, I’ve called the Bay Area home for most of my adult life.

I joined Roku in 2014 as VP of Consumer Insights. In this role, I manage research and analytics programs across the business, focusing on customer/user experience, advertising, programming, engagement, product and service development, marketing, sales/retail, international and more.

I’ve held senior level insights, strategy, research and analytics roles for Disney, Apple, Discovery Communications, ZenithOptimedia (Publicis Groupe), LVMH/Duty Free Shoppers and SEGA. In addition to my bachelor’s degree from the University of Colorado Boulder, I attended Oxford’s Leadership program.

Nine years ago, I created The Phamile Foundation, an orphanage foundation focusing on children in need across the world. My business travels brought me frequently to Asia, and while I stayed at nice hotels, I saw young children living in unthinkable conditions. I’ve been so fortunate in my career that I decided to help in some way and spent a year setting up a network of people I could trust, so together we could make a difference.

What is one piece of advice/best practice that has stuck with you throughout your career? Actually, there are two that have served me quite well. The first was to build a strong foundation within my subject area. I find too many people early in their careers are trying hard to climb the ladder without building a solid, well-rounded knowledge of their discipline. Secondly, give people no more than a small set of key takeaways for whatever point you are trying to make and tell them why it matters.

Is there anything else you would like to share? I’m frequently asked to speak to business schools about careers and career paths, and the one thing I always say is that if you hope to land a job out of college, make sure to do an internship in your field. This will go a long way to helping secure your first job.

To nominate yourself or a fellow Leeds alumnus or alumna to be in an upcoming alumni newsletter, !

February 2019