At our core, we’re problem solvers. We love figuring out better ways to do things. And we thrive on adding significant value to clients who let us into their world to help. We are relentless when it comes to finding solutions to the most difficult challenges.
Meet the Team
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.
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.
Chief Operating Officer
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 insights. 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 has a BA in Anthropology from the University of Florida and an MBA in Operations and Technology Management from Rollins College. Laura is trained in the application of Lean Six Sigma.
Chief Marketing Officer
Jessica Dreiling 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.
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.
Kirsten is an accomplished executive with notable expertise in revenue development. Her ability to marry consumer insights with the art and science of pricing and revenue management leads to strategic solutions that are a win-win for both businesses and their customers.
Prior to joining Integrated Insight, Kirsten held responsibility for leading the Product and Revenue Development team at the Disneyland Resort in Anaheim, CA. In this capacity, Kirsten was responsible for day-to-day pricing and revenue management as well as the design and implementation of several large-scale efforts including character-themed rooms at the Disneyland resorts, growth of the annual pass holder program to record levels, revenue-generating initiatives associated with the expansion of Disney’s California Adventure, and ongoing promotional plans to stimulate demand during off-peak seasons.
Prior to Disney, Kirsten was with United Airlines, responsible for pricing, revenue management, and strategic product development. During her tenure at United, Kirsten was tapped as the first exchange representative between United and Lufthansa German Airlines and spent two years building the revenue management function in Frankfurt, Germany. Kirsten’s diverse resume also includes time at The Farmer’s Dog, where she directed pricing strategy for the brand during its startup phase. During her time as an independent consultant, Kirsten provided financial modeling and revenue strategies for clients ranging from SaaS organizations to real estate firms.
Kirsten is a graduate of Indiana University with a BS in Business Administration. She majored in Marketing, Operations Management, and International Studies.
Seth Baklor is a distinguished leader with a wealth of experience spanning research, process design, and optimization within both operations and manufacturing domains. His multifaceted background uniquely positions him to contribute a wealth of knowledge and strategic perspective in addressing the diverse challenges faced by our clientele.
Prior to joining Integrated Insight, Seth worked at Amazon, overseeing fulfillment center operations and managing a team of up to 120 associates during the startup phase of a new warehouse. Later, at Ford Motor Company, he held the role of Sheetmetal Quality System Engineer for New Model Launch. In 2016, Seth joined Virgin Voyages in the early startup phase as an Industrial Engineer. Here, he played a pivotal role in supporting the Hotel Operations team through data collection, analysis, and simulation for the all-new Lady Ship. Seth’s focus was on ensuring optimal operational design to minimize wait times, delays, and potential failures by challenging conventional cruise industry assumptions.
Transitioning to Rivian in 2022 as a Material Flow Staff Manufacturing Engineer, Seth assumed a central role in orchestrating efficient material flows from factory gates to assembly lines at both the existing Illinois facility and the forthcoming Georgia plant. His responsibilities spanned end-to-end supply chain engineering, logistics, and material flow processes, from external warehouses to assembly lines. Seth took ownership of the entire engineering process, from conceptual design to successful implementation, and led a team of engineers developing storage solutions across the Illinois factory and associated warehouse network.
Seth holds a BS in Industrial Engineering from Purdue University. In his senior year, Seth interned with Integrated Insight. Beyond his professional commitments, he dedicates his time to volunteering as the Regional Coordinator and Chief Judge for the Marine Technical Society’s MATE Underwater Robotics Florida Regional Competition.
Senior Marketing Consultant
Kristi Keister is an expert in marketing strategy for themed experiences and attractions. With notable experience in consumer marketing, market research, pricing, and promotions, Kristi excels at developing and executing tactical strategies to increase market penetration. Her approach includes evaluating holistic opportunities to drive revenue, including consumer marketing, trade and distribution channels, group sales, and events.
Prior to joining Integrated Insight, Kristi spent over 10 years at Six Flags, where she supported the strategic growth of four parks including Six Flags Over Georgia & Hurricane Harbor and Six Flags St. Louis. During her tenure at Six Flags, Kristi created innovative sales and PR programs that significantly generated demand and were used as best-practice models across the company. As Director of Marketing and Sales at Six Flags Frontier City, Kristi led and managed all marketing efforts at the park which included sales, media, e-commerce, corporate partnerships, and public relations. She was responsible for designing and executing the marketing plan with the strategic intent to meet projected attendance, revenue, and EBITDA goals.
Kristi graduated from Brigham Young University – Idaho with a BS in Business Administration with an emphasis in Marketing.
Brandon Sanders specializes in analytical forecasting, research, and marketing strategy. Brandon is able to manipulate and analyze complex data sets to create unique business solutions for clients. Utilizing his background in Marketing, Brandon demonstrates a proficient understanding of consumer behavior that allows him to marry data-driven insights with unforeseen profit-driven opportunities.
Brandon graduated from Florida State University with a BS in Marketing.
Andrew Poirier 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.
Luke Lafferty 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.
Senior Simulation Analyst
James Anderson specializes in planning, developing, and analyzing a wide variety of micro and macro systems through the power of simulation modeling. This simulation modeling utilizes a wide variety of methodologies to include agent-based, discrete event, and system dynamic simulation. James is able to use these methodologies to help inform business processes, guide design considerations, and generate realistic outputs.
Prior to joining Integrated Insight, James worked at Universal Parks & Resorts on an array of projects including ride systems, area development, and many varieties of process optimization and forecasting simulations. This included the development of a patented system for controlling the operation of an attraction system and included projects in Florida, California, Philadelphia, Osaka and Beijing.
James graduated from Florida Polytechnic University with a BS in Computer Science. James currently serves in the Florida National Guard as an Information Technology Specialist.
Shelby Seifer 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.
Matthew Rocco 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.
Pablo Palomino supports the market research and consumer insights team. Prior to joining Integrated Insight, Pablo executed primary market research for clients in the technology and healthcare industries. He has experience in both qualitative and quantitative methodologies, including concept testing, employee satisfaction surveys, and brand tracker studies. Pablo also brings training in engineering and 5 years of experience conducting biomedical research to Integrated Insight. He relies upon this background to ensure studies are best designed to answer business questions and findings are always supported by the data. Pablo has a BS in Materials Science & Engineering from the University of Florida and an MS in Biomedical Engineering from Cornell University.
Currently pursuing an Associate’s Degree in Business Marketing and Applied Management, Isabel is committed to expanding her experiential knowledge and staying at the forefront of industry trends.
Emily Cade supports the Market Research and Consumer Insights team. Prior to joining Integrated Insight, Emily was a Research Analyst in the financial services industry providing B2B market research to financial institutions. With quantitative and qualitative research experience, she relies on this background and continued work to provide strategic recommendations using data and analyses. Emily has a BA in Psychology and MS in Applied Psychology from the University of Wisconsin – Stout.