Maria Spinelli, System1 Research Managing Director, APAC
Maria has over 18 years of experience in marketing research, the majority of which was with very traditional research agencies in Kantar – first with NFO and RI in the US, then with RI and more recently MB in Singapore. During these years, she has worked with various clientele spanning FMCG, Healthcare, Retail, Electronics, Alcohol, Hospitality, Tobacco, Automotive, Teleco, and Financial Services.
Her experience includes managing large scale multi country trackers, copy testing, DTC forecasting, ad hoc concept/product testing and forecasting, ROI and marketing mix modeling, conjoint analysis, needs based segmentations, portfolio optimization, and many other traditional research designs.
After joining System1 Research to first lead the Southeast Asia team from Singapore, and now the regional Asia Pacific team, Maria is feeling refreshed to now be looking at research through a different emotional lens (whilst still leveraging all of her past experiences – all be it very System 2)!
Her key strengths are having a passion for excellence, being naturally inquisitive, consistently challenging the status quo, and having a wide breadth of international industry and category exposure.