Westgarth Wines

CEO and Founder

WineCap

A fine wine entrepreneur, founder and CEO of WineCap, Westgarth Wines and Finer Things Imports. 

WineCap is a fine wine investment company that leverages data and technology to help our clients build their dream portfolio and maximise returns. Our structured investment process ensures that they can confidently navigate the fine wine market with our expert help.

Westgarth Wines is USA’s leading luxury fine wine retailer that sources the most extraordinary wines on the market and offers exclusive access to new releases and older and rarer vintages. 

Finer Things Imports is a global key importer of wine and spirits that assists overseas brands to gain traction in the US market.

Alexander Westgarth

Research & Marketing Strategies: https://www.researchandmarketingstrategies.com/

Focus - startups, small businesses, non-profits, the wine industry, and partnerships with marketing research companies. Engagements include:

•  In partnership with Business of Drinks, conducted a landmark study: Millennials and Gen Z: A Comprehensive Study of Alcohol and Non-Alcohol Beverage Purchase and Consumption Behavior:  press release: here:https://www.winebusiness.com/content/file/Business_of_Drinks_Wine_Report_Press_Release(1).pdf and link to podcast here: https://open.spotify.com/show/03MdWRId8ZwUKPI8dzmjji.
•  To inform strategic planning and marketing, and attract fact-based additional investment, designed and conducted benchmark Awareness, Attitude,& Usage study among Gen Z's and Millennials for young skincare company - capturing product awareness vis-a-vis key competitors and measuring competitive performance on key purchase funnel metrics.
•  To inform strategic planning development, consulted with non-profit Board to conduct a comprehensive study of youth symphony orchestra with student musicians and parents.
•  Recruited as contract consultant with 2 major international marketing research companies (primary focus: multi-country cross media campaign effectiveness evaluation).

Marketing Research Consultant & Strategist

YouGov

Selected to lead team, managing and directing a major suite of studies for a key social media client:

•	Contribute to additional studies/projects as needed for other key technology clients.
•	Mentor junior staff on report/analysis skills.
•	Client comment, “You were Andrea’s favorite and she's hard to please!”

Research Director

LinkedIn

Recruited to develop and support consistent cross media campaign effectiveness evaluation across BU’s: 
•	Revised cross media campaign effectiveness research design and measurement questionnaire, with new approach being evangelized across BU’s and geos. 
•	Led establishment of universal brand attribute measures to reflect company value proposition and positioning.
•	In partnership with neuroscience research vendor, uncovered key creative elements impacting brand emotional engagement and conversion as critical input to creative design for multi-million dollar campaign.

Contract Consultant: Market Research Manager, LinkedIn

YouTube

Recruited to manage key U.S. tracking studies – primarily YouTube Red and YouTube Music 

•	Identified key areas of competitive advantage and vulnerability to inform YouTube Red and Music product development and positioning, uncovering key drivers of NPS recommendation and consumer targets.
•	Timely evaluated and edited vendor reports, enhancing usability and insights to facilitate more effective internal consumption and support product development and target marketing strategies. 
•	Collaborating with and advising key team members, leveraged research results and statistical analyses to help set YouTube Music and YouTube Original key performance objectives. 
•	Helped design and manage critical fast-track segment/pricing study for critical executive decision-making.

Contract Consultant: Marketing Research Manager, YouTube

Research & Marketing Strategies

Engagements included:
•	Partner with Digital Media IX to understand social media usage around preferred brands in 10 categories. among U.S. and Chinese college students to enhance social media planning and placement.
•	Provided strategic brand strategy, product positioning, and customer satisfaction measurement advice to Good World Solutions and Kosta Browne Winery.
•	Principal author of comprehensive study of U.S. wine consumers – Wine Monitor Report.

Marketing Research Consultant

IZON Media

Selected to lead research team to support sales, product marketing, and enhance industry position.

•  Revised campaign effectiveness evaluation questionnaire and analysis, incorporating full set of    standard purchase funnel metrics, upgrading norms, spotlighting IZ-ON Media campaign impacts.
•  Through cross functional collaboration, led development of sales training plan, leveraging strong metrics (audience and ad effectiveness) into a consultative selling process – a key initiative.
•  Led research on highly successful campaigns, leading to strong client interest in repeat business.

Sr. Director Market Research

comScore, Inc.

Selected to build highly successful client service/research team to support rapid business growth in the Media West & Technology Verticals

•  Rebuilt survey research team contributing to rapid revenue growth – 4X in 5 years with productivity increasing 88%
•  Key player in developing advertising effectiveness survey business, a primary strategic initiative and key source of survey research revenue
•  Led pioneering thought leadership studies demonstrating impact of digital and social media on pathway to purchase and conversion, providing critical insights to marketers and publishers

Vice President Survey Research, Media West & Technology

AlphaDetail

Brought in to help startup transition to standard research methods and support client growth.

•	Fulfilled multiple roles including leading project teams, growing key client relationships (awarded 3 new studies from largest client), and providing ad hoc support and advice to AlphaDetail staff.
•	Introduced company to bivariate and multivariate analytical tools, e.g. statistically tested data tables, multivariate analyses (e.g. regression), to broaden and deepen research expertise internally and increase value-added deliverables/analyses to clients; trained staff and now company standards.

Director Professional Services

GfK Custom Research

Selected to replace ineffective General Manager and stabilize regional practice

•	Implemented smooth leadership transition, retaining key staff and preserving most profitable operation in company.
•	Successfully assumed client responsibilities, with concentration in customer satisfaction research.

Senior Vice President & General Manager

Cooke Pharma (launched new FDA-regulated medical food to relieve the symptoms of heart disease)

Recruited first as Consultant and then brought on full-time as Vice President responsible for marketing research, customer information, product marketing, and marketing communications for this VC-funded startup.

•	Designed and conducted marketing research program to launch new medical food product—driving business development, marketing, product development, product compliance, and revenue forecasts (attained top 5% in sales out of 1,100 products launched in category).
•	Measured effectiveness of retail sales, product marketing/promotion, PR, and advertising (TV, radio, print, and Internet) campaigns.
•	Developed consumer and physician database—implemented programs which increased sales and created national physician support network of over 400 physician supporters (key to compliance).

Vice President

Roger leverages 25+ years widely diverse marketing research expertise and needs-based consulting to help smaller organizations make low risk, high reward business decisions.....and answer key questions such as:

•	How does my brand, products and services compare with key competitors including:
            -	What are my strengths (leverage points), and 
            -	Weaknesses (specific vulnerabilities we need to address)?
•	Would our new or modified product or service idea be successful - why, why not?
•	Which kinds of customers are most satisfied and loyal and which are not, and why?

Please see case histories and testimonials here: https://www.researchandmarketingstrategies.com/

Specialties: 
•  Industry expertise: wine industry (Roger's passion), digital and social media, non-profits, startups
•  Awareness, Attitude, & Usage (AA&U) studies
•  Cross media and digital campaign effectiveness evaluation
•  Segmentation research
•  New product concept testing and evaluation	
•  Customer satisfaction and loyalty
•  Brand tracking and NPS
•  Thought leadership studies, including path-to-purchase and brand advocacy
•  Business strategy

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Alexander Westgarth

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