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    Rebeka M Wermeling: Education

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    Rebeka Wermeling has over 7 years of experience in audience research, user experience design, and data analytics. She is currently the Manager of Innovation and Insights at the American Marketing Association where she conducts user research, develops personas and journeys maps, and prototypes digital experiences. Previously she has held research roles at organizations such as The Morton Arboretum, The Shedd Aquarium, and the Museum of Contemporary Art, Chicago analyzing data and evaluating programs. She has technical skills in tools like Tableau, Qualtrics, and design programs like Figma and Axure.

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    Rebeka M Wermeling: Education

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    Rebeka Wermeling has over 7 years of experience in audience research, user experience design, and data analytics. She is currently the Manager of Innovation and Insights at the American Marketing Association where she conducts user research, develops personas and journeys maps, and prototypes digital experiences. Previously she has held research roles at organizations such as The Morton Arboretum, The Shedd Aquarium, and the Museum of Contemporary Art, Chicago analyzing data and evaluating programs. She has technical skills in tools like Tableau, Qualtrics, and design programs like Figma and Axure.

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    Rebeka Wermeling has over 7 years of experience in audience research, user experience design, and data analytics. She is currently the Manager of Innovation and Insights at the American Marketing Association where she conducts user research, develops personas and journeys maps, and prototypes digital experiences. Previously she has held research roles at organizations such as The Morton Arboretum, The Shedd Aquarium, and the Museum of Contemporary Art, Chicago analyzing data and evaluating programs. She has technical skills in tools like Tableau, Qualtrics, and design programs like Figma and Axure.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    41 views2 pages

    Rebeka M Wermeling: Education

    Uploaded by

    api-359952252
    Rebeka Wermeling has over 7 years of experience in audience research, user experience design, and data analytics. She is currently the Manager of Innovation and Insights at the American Marketing Association where she conducts user research, develops personas and journeys maps, and prototypes digital experiences. Previously she has held research roles at organizations such as The Morton Arboretum, The Shedd Aquarium, and the Museum of Contemporary Art, Chicago analyzing data and evaluating programs. She has technical skills in tools like Tableau, Qualtrics, and design programs like Figma and Axure.

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    © All Rights Reserved
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    Download as pdf or txt
    of 2

    REBEKA M WERMELING 

    ​rubyreba@gmail.com | 468 N, Addison Ave. Elmhurst, IL. 60126 | 630-991-7814 | https://www.linkedin.com/in/rebeka-wermeling/ 

    EDUCATION  
     
    MS Human Computer Interaction,​ ​Depaul University, Chicago, IL   Degree expected 2021 
    BA Psychology and Minor of Studio Art,​ N ​ orth Central College, Naperville, IL    ​2013 - 2017
    Relevant Coursework: ​Statistics, Assessment, Scripting for Interactive Systems, Research and Design, Human Centered Design 
     
     
    PROFESSIONAL EXPERIENCE 
     

    The American Marketing Association, Chicago, IL  


     

    Manager, Innovation and Insights     O


    ​ ctober 2019- Present 
    ● Managed data collection and synthesis of customer insights through interviews, surveys, usability tests and website heat maps 
    ● Utilizing the Jobs To Be Done (JTBD) Methodology to develop user stories, customer journey maps and personas 
    ● Conducted design sprints, interactive workshops and presentations for executive teams, external partners and stakeholders. 
    ● Utilized UX knowledge to develop wireframes and prototypes to enhance the web experience of AMA.org 
    ● Utilizing agile workflows to collaborate with business and IT teams to develop purchase flows and digital event UI 

    The Morton Arboretum, Lisle, IL 


     

    Audience Researcher ​July 2019 - October 2019 


    ● Subject matter expert for The Arboretum’s first audience research project through development of survey instruments and data collection 
    procedures. 
    ● Project management through goal setting, data tracking and training/ supervising team of 12 volunteers. 
    ● Collaboration with upper level management team and external research partners on data analysis. 
     

    Membership Assistant     ​October 2018 - October 2019 


    ● Content design as well as ROI and conversion analysis of ongoing multi channel marketing campaigns for the membership department. 
    ● Develop recommendations through use 0f data insights for ongoing marketing campaigns and customer acquisition and retention 
    initiatives. 
    ● Design and manage monthly sales reports and dashboards for the leadership team. 
     

    Membership Sales Associate     August 2017- October 2018 


    ● Leverage Point of Sale and CRM software to manage membership information and customer service, producing $40,000+ in revenue from 
    Membership sales monthly from our more than 53,000 member households. 
     

    Program Evaluation Intern      ​ March 2016 - June 2016 


    ● Evaluated success of grant funded field trip programs through children’s drawing analysis, focus groups and unobtrusive observation. 
    ● Analyzed data to develop formal suggestions and success factors which ultimately improved program reception. 
     

    Marketing Intern   ​ December 2015 - January 


    2016 
    ● Collected online survey data to evaluate guest experience for our highest grossing event, providing insights that influenced a 10% sales 
    increase for the following year. 
     
     

    The Shedd Aquarium, Chicago, IL  


     

    Audience Research Assistant   ​ March 2017- August 2017 


    ● Managed data collection of over 2,000 pieces of patron data to ensure that training and observation programs supported quality data 
    collection techniques which provided insight into program development and evaluation. 
    ● Organized and managed monthly work schedules of volunteer and intern goals, and communication strategies which ensure team 
    performance leading to attainment of objective cost efficiencies for a nationwide evaluation project. 

    The Museum of Contemporary Art, Chicago, IL 


     

    Interpretive Studies Intern    ​June 2016- September 2016 


    ● Lead multiple audience research projects​ ​which pinpointed key works of interest and influenced curatorial decisions for future exhibitions. 
     
     

    North Central College Undergraduate Research, Naperville, IL  


     

    Museum Memory and Impact & Museum Object Memories   ​ June 2016- August 2016 
    ● Leveraged psychological information to understand what drives visitor behavior and creates salient memories through coded qualitative 
    analysis of 50 interviews. 
    ● Grant funded research through NCC presented at the National Conference for Undergraduate Research, The Midwest Psychological 
    Association and the Rall Symposium 
     
     

    Brookfield Zoo, Brookfield, IL  


     

    Audience Research Assistant    ​ June 2015 - September 2015 


    ● Data collection of 200+ surveys, interviews and observations a week regarding customer satisfaction, animal wellbeing, and evaluation of 
    new exhibits 
    ● Findings led to continued financial support of special exhibits and extended their contract at the Brookfield Zoo. 
    _______________________________________________________________________________________________________________________ 
    Technical Skills:  
    ● Tableau, Google Analytics, Qualtrics, Salesforce, SPSS, JavaScript, CSS, Survey Monkey, InVision, Miro, Figma, Axure 
    ● Project Management, Survey Development, Data Analytics, UX Research, UX Design Process, Design Sprints 
     

    Extracurricular Accomplishments: 
    ● National Conference for Undergraduate Research and Midwest Psychological Association Presenter  
    ● SURC Grant funded psychological researcher 
    ● Vice President of Psychology Club 
    ● North Central College Track and Field Athlete 
    ● Student preceptor for Statistics courses at North Central College  
    ● Ceramics Teacher 

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