Kevin Smith, Mmr
About Kevin Smith, Mmr
Kevin Smith is the Director of VOC & Consumer Research Strategy at Ally, with a background in marketing insights and customer research from Duke Energy Corporation and SKIM.
Director at Ally
Kevin Smith currently holds the position of Director, VOC & Consumer Research Strategy at Ally. He has been in this role since 2021, based in Charlotte, North Carolina. In this capacity, he leads the complete re-design of Ally's Voice of Customer program, enhancing their customer experience measurement strategy. His work includes the implementation of automated unstructured data categorization, which has significantly improved the efficiency of customer feedback analysis.
Previous Role at Duke Energy Corporation
Before joining Ally, Kevin Smith was employed at Duke Energy Corporation. He served as the Manager of Brand & Marketing Insights from 2020 to 2021. Prior to that, he held the role of Senior Customer Research Analyst for five years, from 2015 to 2020. During his tenure at Duke Energy, Kevin was based in Charlotte, NC and contributed significantly to consumer research and marketing insights.
Early Career and Roles at SKIM and University of Georgia
Kevin Smith's career includes a role as a Senior Analyst at SKIM, where he worked from 2014 to 2015 in Atlanta, GA. Prior to that, he served as a Graduate Assistant at the University of Georgia from 2013 to 2014 in Athens, Georgia. These roles contributed to his foundational experience in customer and marketing research.
Educational Background
Kevin Smith earned a Master's degree in Marketing Research from the University of Georgia. He completed this program within 11 months from 2013 to 2014. He also holds a BA in Communication Studies with a minor in Philosophy from Clemson University, which he attained from 2004 to 2008. His education provided him with a strong foundation in both theoretical and applied aspects of marketing research.
Leadership and Collaboration at Ally
In his role at Ally, Kevin Smith supervises a team responsible for ongoing customer feedback analysis and generating insights. He collaborates with business line leaders and product/program managers to identify and execute ad hoc consumer research opportunities. Additionally, he partners with peer leaders to develop the vision and strategy for Ally’s broader Customer Experience (CX) Intelligence function.