1. Ashley Hyland Katz
923 Cornell Street, Wilmette,IL60091 -847-256-5676 (H) -224-548-0540(C) -ahylandkatz923@gmail.com
EXECUTIVE PROFILE
Accomplished leader intrinsically motivated to achievebreak-through business outcomes. Strategic
thinker possessing cutting-edge analytic skills and cross-industry, consumer-driven, industry perspectives
on transformational business issues. Leverages varied professional experiences –including brand
management, equity research and digital marketing - to formulate fact-based insights and actionable
implications for C-suite constituents.
Skill Highlights
Industry and company research and analysis Big data analytics and visualization techniques
Equity analysis (fundamental and technical) Growth strategy development
Due diligence and pro-forma financial modeling Market and customer segmentation
Primary research Brand and product development
Oral and written communication Consultative selling
Core Accomplishments
 Authored white paper illuminating transformational shift in customer loyalty within travel industry,
backed by data analysis of4,000-consumer survey;Findings and customer engagement
recommendations generated 100+ media hits, including CNBC exclusive and 1/2 page in USA Today,
as well as 20+ client meetings.
 Identified untapped financial services growth opportunity and developed/presented business case to
Board of privately held leaderin data analytics. Board decided to invest, and ultimately realized $2.9
million in incremental revenue (year-three run-rate).
 Elevated team analytic capability, which resulted in greater internal demand for products and services
and CEO decision to doubleteam resources, despite firm-widehiring freeze.
 Recruited and hired directly into equity analyst position to initiate coverage of branded retail industry
sector,generated institutional interest in IPO and published within threemonths ofhire.
 Achieved lowest production forecasting error-ratein company history by uncovering changing trend
in correlation between lettucepricing, consumer behavior and salad dressing sales, which resulted in
$2.0 million in annualized cost savings attributed to a reduction in unsaleables.
 Drove incremental volume merchandising strategy resulting in 45 percentincreased trade dollar
efficiency.
PROFESSIONAL EXPERIENCE
Denali Basketball Academy 2014 - 2015
Co-Founder and CEO
Launched and operated basketball program uniquely positioned to capitalize on latentdemand for
program combining youth from underserved and more privilegedcommunities. Built website, marketing
strategy –Denali Just Does It Better - and provided scholarships to several players in year-one. Achieved
rapid growth to include 90 athletesin inaugural season. Teams competed in regional tournaments and
secured national bids at multiple age levels.
Deloitte USA, LLP 2006-2013
Senior Manager II,Cross-Industry Senior T eam Leader Market Insights
Led the integration ofDeloitte Research and Market Intelligenceteams including skills assessment,
process infrastructure optimization, and stakeholder communications strategy.
Authored “A Restoration in Loyalty”, an eminence piece thatcaptured over 100 media hits, including a
CNBC exclusive and ½ page USA Today article, and led to 20+ client meetings for the Tourism
Hospitality and Leisurepractice. Developed survey questionnaire and focus group discussion guide,

2. analyzed results from 4,000+ respondents and created infographics to convey customer segmentation
strategy. Rated 9th best overall eminence piece through firm’s internal review process.
Distinguished as a subject matter experton growth strategy by Financial Services and Co nsumer Products
firm leadership, regularly consultedon client engagements relating to m&a, international expansion,
multi-channel retail, and customer engagement.
.
Senior Manager I,T eam Leader Market Intelligence Financial Services Industry
Oversaw operations, staffing, team development, training and product development of31 -memberglobal
research team (6 U.S. managers and 24 India professionals) to support $2.3 billion FSI (Banking, Private
Equity, AssetManagement, Insuranceand Real Estate) practice.
Reported directly to firm’s national sector leaders for privateequity, banking &securities,real estate and
insurance industry sectors, servedon respectivesector practicemanagementoperationsteams.
Worked collaboratively with practiceteams to analyze financial regulatory reform client implications and
develop marketoffering in support ofemerging business development opportunities.
Provided firm and industry leadership with fact-based, extrapolative company and industry sector reports
that enabled business decision-making and client opportunities.
Led overall improvement in team performance that resulted in FSI practice leadership funding two
additional FTEs despite firm-wide hiring freeze.
Received Outstanding Performance Award for sustained excellence in delivering superior client service
and product quality. Received Applause Award for practice collaboration initiatives.
Senior Manager I,T eam Leader Market Intelligence Consumer Business (CB) Industry
Managed operations,staffing, team development, training and product development of21 -member global
research team (4 U.S. managers and 16 India professionals) to support$1 billion CB (Consumer Products,
Manufacturing, Retail, Tourism,Hospitality and Leisure) practice.
Produced fact-based, forward-looking analyses on emerging industry and company issues to account
teams and external clients.
Participated in C-suite level meetings by presenting growth and cost-reduction analyses to prospects and
internal client teams.
Identified and managed execution ofnew products and enhancements including the developmentof
business cases (market sizing and competitiveassessment) for new service offerings.
Managed client demand and team production to realize efficiency utilization objectives.
Received Outstanding Performance Award (first-ever awarded to team leader) for exceptional client
service and superior product quality. Received ApplauseAward for project specific results including C-
suite level presentation.
NPD Group, Inc. 2002 to 2005
Product Director and Consultant
Created product specifications and tiered-pricing strategy and conducted sales training to support the
launch of investment product portfolio developed for asset management and hedge fund buyers,
exceeding first-year revenuetargets by 225 percent.
Brand Level, LLC 2000 to 2002
Founder, Managing Director
Established to provide clients in the technology and consumerproduct industries with strategic
consulting servicesincluding market assessment,business plan development, product development and
marketing strategy. Acquired Brand Level's fifteen clients solely through client referrals.
Mybasics.com Inc. 1998 to 2000
VP of Marketing
Led development and on-time launch ofHBA e-commerce website featuring purchase-hierarchy, user-
driven navigation and purchase-cycle replenishment functionality;Developed marketing strategy,
negotiatedportal agreements and established agencyrelationships;Managed $5 million marketing
budget; Television campaign recognized in Brandweek's "Spot of the Month"; Achieved highest email click-
through rate in portal history and decreasedonline acquisition cost by 55 percent.

3. Hambrecht &Quist 1996 to 1998
Equity Analyst
Performed equity research on branded retailers, published initiatecoverage, quarterly earnings and same-
store-sales reports; Communicated stock recommendationsto internal sales force and institutional
clients;Attended industry conferences and interviewed company executives. Coverageuniverse:GPS,
GUC, TIF, WSGC, GY MB, initiated coverage on Abercrombie &Fitch, and participated in IPOroadshow.
The Clorox Company 1994 to 1996
Associate Marketing Manager
P&L responsibility for 16 million case brand including production forecasting, new productdevelopment,
marketing and trade merchandising,and mergerand acquisition business casedevelopment.
EDUCATION
Harvard Business School
MBA
University of Illinois
Bachelor of Science: Business Administration
Graduated Summa Cum Laude, 5.0 GPA