OUR TEAM

CEO

Joni Newkirk

Joni Newkirk is a leading expert in the performance dynamics of consumer facing service industries, and a thought leader in the development of successful business strategies. She has over thirty years of experience leading multi-faceted organizations and managing large scale projects and excels in finding viable solutions to complex situations.

Prior to founding Integrated Insight, Joni spent 20 years with Walt Disney Parks and Resorts, rising to the position of Senior Vice President of Business Insight and Improvement where she was responsible for managing and driving over $8 billion in revenue for worldwide theme parks and resorts, Disney Cruise Line, Disney Vacation Club and Adventures by Disney.  She oversaw industry leading decision analytics and consumer insight practices within the areas of Market Research and Consumer Insights, Forecasting, Pricing, Revenue and Profit Management, and Industrial Engineering, helping lead the Parks and Resorts division to record revenue growth year after year.

During her tenure at Disney, Joni led key initiatives for new product development, operational improvement and revenue growth within existing businesses and for new development.  Included were “Magic Your Way” , “Back to the Basics”, and Disney’s Operational Command Center, as well as growth initiatives for theme parks, adventure tours and cruise line operations.

Prior to joining Disney, Joni held management positions in planning and development at both Lockheed Martin and Orlando Health. She has served as chair of the Travel Industry Association research committee, and on the advisory board of both the University of Central Florida Rosen School of Hospitality Management and the University of Florida Eric Friedheim Tourism Institute. Joni has a BA in Statistics from the University of Florida and a MS in Industrial Engineering from the University of Central Florida.

President

Scott Sanders

Scott Sanders has over thirty years of experience leading large-scale strategic initiatives and operational change efforts. His unique approach of combining data driven consumer insights with quantitative analytics and predictive modeling has helped redefine the pricing discipline.

Prior to Integrated Insight, Scott was Vice President of Pricing for Walt Disney Parks and Resorts where he oversaw all pricing efforts worldwide inclusive of theme park and water park admissions, room rate, transportation, merchandise, food and beverage and many ancillary products and services such as Adventures By Disney and Disney’s Wide World of Sports. In his 20 years at Disney, Scott also led efforts for Marketing Finance where he was responsible for all long term planning, budgeting, financial analysis and financial control processes supporting multiple business units, including a $1.2B travel company, a $4M internal marketing agency, an $800M group and convention business and a 2000 agent call center.

In 2005, under Scott’s leadership, Walt Disney World undertook it’s most sweeping and successful change in pricing strategy in over 30 years, “Magic Your Way”. During his tenure at Disney, Scott also provided strategic leadership and direction for “Destination Disney”, a $250M strategic technology investment that changed how the company markets, sells, and prices products.

Prior to Disney, Scott worked for John Q Hammonds Industries, responsible for a $150M asset portfolio that included “Broadway at the Beach”, a substantial Retail Entertainment development in Myrtle Beach, South Carolina.  He also planned and facilitated retail expansion for Bass Pro Shops.  Scott is a US Army Veteran and holds a BA in Business in the University of Central Florida.

COO

Stephen Davis

Stephen Davis brings a strong background in economics, forecasting, feasibility and pricing to the team, delivering insightful and prescriptive strategies that are sustainable over time.

Prior to joining Integrated Insight, Stephen was responsible for Food and Beverage Revenue Forecasting at Walt Disney Parks and Resorts where he produced actionable forecasts for weekly food and beverage spending, identifying guest behavior changes impacting the business and areas of opportunity for incremental revenue. Prior, Stephen was a member of the Resorts Forecasting team primarily focused on occupancy and ADR forecasts for three Disneyland hotels, and providing insights that helped optimize the incremental value of promotional offers. Before joining the Walt Disney Company, Stephen provided analytical support for sales forecasting and business planning at AM/NS Calvert, a joint venture of two of the world’s largest steel conglomerates. In this position, he also played an integral role in the transitioning of ThyssenKrupp Steel USA to AM/NS after the purchase of the facility.

Stephen has a BS, Commerce and Business Administration and a MS, Economics, both from the University of Alabama.

Vice President

Jennifer “Jenny” Fishpool

Jennifer Fishpool brings deep consultative expertise in Industrial Engineering, business analytics, strategic planning, and consumer insights. An avid researcher and experienced storyteller, Jennifer utilizes integrated data, insights, visualizations, and collaboration across multifunctional organizations to drive business optimization and strategic growth.

Prior to joining Integrated Insight, Jennifer spent two decades optimizing processes at Disney Parks and Resorts, leading several teams as Senior Manager, inclusive of Industrial Engineering, Workforce Management, Project Development and Integration, Consumer Insights, and Experience Insights.

Notable projects include leading post-pandemic labor optimization and staffing for Walt Disney World Parks and Resorts, directing project development and planning for the Star Wars Galactic Cruiser, and piloting the diverse set of teams that developed the technology innovation of My Disney Experience and My Magic+.

Prior, Jennifer worked at Intel Corporation in Industrial Engineering, leading an international team and creating forecast models to drive $20M in annual savings across global factories. Additionally, Jennifer was the Senior Internal Corporate Auditor at Intel, where she conducted process and fraud audits.

Jennifer has a BS in Industrial Engineering from University of Central Florida, and an MBA in International Management from Thunderbird School of Global Management at Arizona State University.

Vice President

Erin Clark

Erin Clark is an experienced executive with a background in a variety of revenue enhancing disciplines including Pricing, Revenue Management, Industrial Engineering, Operations, Forecasting and Planning. She is passionate about combining these areas of expertise to optimize the customer experience and bottom line results, focusing on both revenue maximization and operational efficiency.

Prior to joining Integrated Insight, Erin led the Walt Disney Parks and Resorts Forecasting team focusing on over thirty resorts in Walt Disney World in Orlando, FL and Disneyland Resort in Anaheim, CA. In this capacity, Erin was responsible for developing strategic direction and leading large-scale projects as well as change management efforts.

Prior to joining the resorts line of business, Erin was with Disney Cruise Line for over eight years during which time the fleet capacity more than doubled. Erin was responsible for annual and promotional pricing, revenue management, forecasting, product development and itinerary planning and was also instrumental in developing strategic direction including a plan for a science-based revenue management system.

During her time with Disney, Erin also supported the Operations line of business as well as Industrial Engineering where she served as an internal consultant and provided process improvements and thought partnership to Walt Disney Parks and Resorts leadership teams.

Erin has a BS in Industrial Engineering from Georgia Tech and an MBA from Duke University. She serves as communication chair for the Fuqua School of Business at Duke University.

Vice President

Laura Iles

Laura Iles joined Integrated Insight in 2012 from Darden, Inc. and is skilled in strategic planning,
pricing, research, and data analytics. Laura helps achieve results through the development of
strong business strategies, steeped in consumer insight. Adept at both research and revenue
strategy, Laura helps clients understand the “why” behind the strategy being recommended and
how customers are most likely to respond. Her work with clients such as Lowe’s Home
Improvement, Halstrom Academy, Cedar Fair, Universal Parks and Resorts,
Carnival Corporation, icon Orlando, Portsmouth Historic Dockyard, and others has helped grow
revenue significantly.

Prior to joining Integrated Insight, Laura directed small wares inventory forecasting and
replenishment for Darden, Inc., supporting the needs of 1,800 restaurants across the globe. In
her role, Laura drove process improvement through data validation, metrics creation and
scorecard development to enable the success of the department’s new strategic initiatives.
She also has experience with Schenck Distribution, developing operational efficiencies and over
20% cost savings through improved scheduling practices and decreased cycle times.
Laura is trained in the application of Lean Six Sigma.

Vice President

Jessica Dreiling

Jessica Dreiling, Vice President, brings expertise in marketing and eCommerce strategy, data analytics, and revenue optimization. With a consumer-first mentality, Jessica assesses the strength of each brand, value proposition, and product mix for an organization to increase market penetration and consumer loyalty.

Prior to Integrated Insight, Jessica was a Marketing and eCommerce Consultant with Hilton Worldwide, optimizing the marketing strategy for key account hotel portfolios and driving plans to improve conversion, share, and revenue for hotels.

Previously, Jessica was the Marketing Manager at ICON Park where she created an integrated marketing and sales plan founded on consumer research that increased attendance and national awareness for the complex. Jessica also led the marketing department to develop marketing messages and compelling content that doubled website visitors and eCommerce conversion. Before her tenure at ICON Park, Jessica worked at The Walt Disney Company in Partnership Marketing, where she executed international campaigns from ideation to completion including work on Walt Disney Parks and Resorts, Disney Animation Studios, Southwest Airlines, ABC, Wheel of Fortune, and Freeform.

Jessica graduated from Grand Canyon University with BS in Marketing, Economics, and Finance.

Managing Director

Terry Dolan

Terry Dolan is an expert in market research operations, specializing in all aspects of fielding quantitative and qualitative studies, data coding, and the technology hardware and software required to support the data collection process.

Prior to joining Integrated Insight, Terry was the Manager of Consumer Insight Operations at Walt Disney Parks and Resorts for over 30 years, where he oversaw the Field Operations team, a group dedicated to sharing the common vision of being the “voice of the guest.” Also during his time at Disney, Terry was responsible for helping to implement several technological advancements including in-sourcing online research as well as leveraging mobile platforms to enable more real-time feedback.

Terry holds a BS in Business from Florida Southern College and is a certified RIVA trained moderator.

Senior Analyst

Andrew Poirier

Andrew Poirier, Senior Analyst, specializes in financial analysis, feasibility, and pricing strategy. Andrew is able to gather, analyze, and draw conclusions from data sets and help partners make decisions to optimize business. With a background in economics and entrepreneurship, Andrew contributes a comprehensive understanding of business development and demand forecasting.

Andrew graduated from Florida State University with a BS in Economics and Entrepreneurship.

Senior Analyst

Luke Lafferty

Luke Lafferty, Senior Analyst, focuses on market research and consumer insights.
Prior to joining Integrated Insight, Luke had experience in project management for a leading IT solutions company, as well as in research consulting for both national and statewide non-profit organizations.
Previous projects included a large-scale program evaluation for a nationwide financial literacy course and comprehensive organizational evaluations to aid with succession planning and workplace productivity optimization. With a background in data analytics, research design, and client-facing project management, Luke consistently provides data-driven conclusions and recommendations specifically tailored to each client’s needs.
Luke has a BA in Psychology from the University of Maryland and a MPS in Industrial-Organizational Psychology from the University of Maryland, Baltimore County.

Sr. Analyst

Haley Folsom

Haley Folsom, Senior Analyst, specializes in drawing consumer insights from various market
research methodologies and innovative data analytic strategies. She is passionate about
combining her education in neuroscience with various programming languages to offer a
unique perspective into consumer behavior and providing comprehensive insights. 
Prior to joining Integrated Insight, Haley worked for NielsenIQ, where she conducted market
research using quantitative and qualitative methodologies with an emphasis on Consumer
Packaged Goods (CPG). Her position focused on drawing insights from consumer neurological
responses upon exposure to various brand stimuli. In addition, she conducted biotechnology
research at Emory University, focused on synthesizing large data sets and complex scientific
principles. 

Haley has a B.S. in Neuroscience from Georgia Institute of Technology, along with a Data
Analyst certification with an emphasis in R programming.

Analyst

Kevin Gomez

Kevin Gomez, Analyst, supports the Pricing and Revenue Services team with forecasting, revenue optimization, and data analytics.

Prior to joining Integrated Insight, Kevin was a Business Manager for the DeVoe Moore Center at Florida State University and program manager at the Institute for Economic Inquiry at Creighton University where he managed budgets, operations, and programming for the research centers. He also taught economics at Tallahassee Community College in Tallahassee, Florida and Creighton University in Omaha, Nebraska. He has an extensive background in restaurant operations, event coordination, and economics.

Kevin has a B.S. in Economics and Statistics from Florida State University and an M.A. in Economics from George Mason University.

Analyst

Shelby Seifer

Shelby Seifer, Analyst, focuses on simulation modeling and industrial engineering. Shelby has experience creating agent-based simulations and running experimentation to optimize process flow and ultimately improve throughput and customer experience. She is also proficient in creating Excel models to understand capacity and demand.

Shelby studied at The University of Tennessee at Knoxville where she graduated
with a BS in Industrial and Systems Engineering.

Analyst

Matthew Rocco

Matthew Rocco, Analyst, focuses on market research and consumer insights.
Prior to joining Integrated Insight, Matt worked as an intern for several organizations, focusing on marketing, merchandising, and research.
Previous projects included facilitating a website redesign project and process improvement for vendor data submission at Office Depot, and content research and a member survey for the Florida Native Plant Society. With a background in marketing, survey research, and process improvement, Matt provides new insights from complex data and puts the client’s needs central to any analysis.
Matt has a BS in Business Management from Lynn University and a MS in Marketing from the University of South Florida.