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

Rich Pepin

Rich Pepin is a senior executive with over 25 years of experience developing insights and analytics in support of new products, services, marketing and pricing decisions. He has a proven track record of working with cross-functional teams to build consensus based on his ability to draw out the story from factual data, and providing clear direction for setting strategy and developing effective tactics.

Prior to joining Integrated Insight, Rich spent 18 years with Walt Disney Parks and Resorts, most recently as Director, Experience Insights and Analytics. In that capacity, Rich was responsible for developing vision and strategy to personalize the guest experience using big data analytics on a plethora of sources, including information derived from MyMagic+. Efforts included forecasting guest satisfaction to identify opportunities for proactive recovery, development of affinity scoring algorithms to better target interested audiences, and automating recommender capability to influence Guest behavior and increase satisfaction.

Previously, Rich served as the Director of Consumer Insights, leading a team of 75 salaried cast members through all aspects of insight development for all lines of business for Walt Disney Parks and Resorts.

Prior to Disney, Rich was responsible for establishing the in-house Consumer Insights team for Publix Supermarkets, Inc., a role he was well-suited for given his prior work on the supplier-side with Chadwick Martin Bailey, a well-regarded Market Research firm based in Boston. Rich has a BS in Mathematics/Statistics and an MS in Statistics, both from the University of Connecticut.

VP, Industrial Engineering & Simulation Services

Ben Dubiel

Ben Dubiel is an executive with over 20 years of experience in advanced analytics, solving problems in the sales, technology, communications, and entertainment industries.  Ben improves efficiency and revenue with groundbreaking applications of simulation, data mining, and machine learning.

Prior to joining Integrated Insight, Ben spent nine years in the Chief Analytics Office of IBM, building and deploying artificial intelligence solutions to optimize internal IBM sales and services operations. While at IBM, he also provided support to internal and external clients with continuous process improvement and technology solutions. Previously, Ben held the role of simulation specialist at Walt Disney World Resort Industrial Engineering in Orlando, FL.  His many projects utilized discrete-event and agent-based simulation in never before seen ways, justifying billions of dollars of investments and ensuring operational design efficiency.

Ben has a BS, Industrial Engineering from the University of Michigan and a MS, Industrial Engineering from the University of Central Florida.

VP, Pricing & Revenue Services

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.

VP, Research Services

John Page

John Page is an innovative marketing research professional with 20 years of experience in leading research and consulting with executive leadership teams.

Prior to joining Integrated Insight, John was the Senior Manager of Business & Consumer Insights at Cracker Barrel Old Country Store, where he was responsible for strategic insights in support of the company’s Marketing, Operations, and Finance teams. John was also previously Manager of Consumer Insight at Walt Disney Parks and Resorts, with responsibility for leading the Theme Park team and where he managed research efforts in support of the rollout of Disney’s MyMagic+, including the design and delivery of research on MagicBands, the MyDisneyExperience app and FastPass+. Before his work at Disney, John was Vice President at Yankelovich, Inc., now Kantar Consulting where he led the research team responsible for key client projects and all syndicated research, including the Yankelovich MONITOR, Multicultural MONITOR, and Global MONITOR.

John has a BS, Business Marketing from Winthrop University and a MS, Marketing Research from the University of Georgia.

Director

Susan Dekker

Susan Dekker, Director, brings a strong background in operational efficiency and capacity planning in multiple industries.

Prior to joining Integrated Insight, Susan was a Healthcare Systems Engineer at MD Anderson Cancer Center, leading lab optimization efforts to improve quality. During her time there, she implemented initiatives to reduce turnaround time, decrease error rate, and maximize throughput. Previously, Susan spent seven years as part of the Industrial Engineering team at Walt Disney Parks & Resorts where she led the team responsible for developing design requirements, facility sizing, and capacity needs for future development projects in China. Susan also supported Facility and Operations Services and other Disney divisions such as television production, corporate aviation, and travel visa processing where she focused on right-sizing labor, management resources, organizational design, and process opportunities.

Susan has a BS and MS in Management Science & Engineering from Stanford University.

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.

Consultant

Jessica Dreiling

Jessica Dreiling, Consultant, brings expertise in marketing and sales 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 worked as 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.

Consultant

Brandon Sanders

Brandon Sanders, Consultant, specializes in forecasting, research, and marketing strategy. Utilizing his background in Marketing, Brandon manipulates and analyzes complex data sets to create unique business solutions for clients, marrying data-driven insights with unforeseen profit-driven opportunities.

Brandon graduated from Florida State University with a BS in Marketing.

Consultant

Andrew Poirier

Andrew Poirier, Consultant, 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.

Consultant

Alexis Fiore

Consultant

Julia Ragsdale