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Rick Wainschel is the senior vice president of Marketing and Analytics for Kelley Blue Book. He is responsible for the company’s marketing efforts, as well as the development and growth of the Kelley Blue Book brand. He is in charge of communicating the company’s brand identity to consumers, manufacturers, dealers and partners. Mr. Wainschel is also tasked with overseeing the marketing and promotion of the company’s products and services. His duties involve leading the brand communications teams at Kelley Blue Book, including both public relations and marketing communications.
In addition, Mr. Wainschel is responsible for leading the team that determines and reports all internal analytics for Kelley Blue Book’s website kbb.com. His analytics team ensures that the No. 1 automotive website, kbb.com, is performing at optimum levels, providing a first-class consumer experience and providing its website partners with access to the site’s 13 million monthly in-market vehicle shoppers.
Mr. Wainschel joined the company in 2002 as director of Marketing Research to develop and grow a Marketing Research department that would provide vehicle-shopper insights to manufacturers and the industry through the millions of consumers on kbb.com. In just four years, he was managing a department of more than 10 market research analysts, developing several key studies and providing critical shopper information to top U.S. auto manufacturers.
Mr. Wainschel’s experience spans a wide variety of quantitative and qualitative marketing research methodologies, as well as a variety of marketing and branding roles. He is highly-regarded in the translation of marketing research information into meaningful and relevant brand equity, communications and positioning.
Before joining Kelley Blue Book, Wainschel handled consumer research efforts for eight years for many popular food brands under food giant ConAgra, including Hunt’s tomatoes, Orville Redenbacher popcorn, and the Healthy Choice product line. Prior to ConAgra, he worked for Young & Rubicam Advertising managing and growing the automotive marketing research group, which served the company’s Lincoln-Mercury business. He started his automotive research career with the car care products company Armor All.
Mr. Wainschel has a B.A. in economics and an M.B.A. in marketing from the University of California, Irvine.
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