Brooke Malmar Shafer, MMR

Brooke Malmar Main Photo lightBrooke is a Vice President of the Malmar Knowles Family Foundation. Brooke is the daughter of the Founder of MKFF, Sherry M. Knowles.

Brooke has a Masters of Marketing Research (“MMR”) from the Terry School of Business of the University of Georgia, which was the first MMR program in the United States and is internationally regarded as the standard for Marketing Research programs. Brooke has a B.S. in Industrial and Organizational Psychology, also from The University of Georgia.

Brooke is currently the Director of Advertising & Retail Insights for AT&T Inc., based in Atlanta, Georgia, which is the largest advertiser in the United States.  Brooke manages the consumer advertising and retail research portfolio.  As such, she leads a team that is charged with analyzing AT&T and DirecTV’s advertising & communication effectiveness across all advertising mediums: TV, Digital, Social, Out of Home, Print, and more.  She dedicates a portion of her time to working with top digital publishers, social platforms (such as Facebook, YouTube, and Twitter), and sponsorships to help develop new analytical capabilities for measuring the company’s covered Brands’ returns on investment.

Aside from her focus of Advertising and Communications Effectiveness, Brooke also oversees the AT&T’s Retail Analytics & Insights.  In doing so, Brooke leads a team that is dedicated to testing and enhancing AT&T’s 2,500+ stores across the country.  Layout, store design, messaging, and sku optimization are some of the various projects that fall to her portfolio.  As new AT&T acquisitions take place, it is also incumbent on her to determine the best store configuration.

Through her work with AT&T, Brooke dedicates time to “Girls in STEM”, a non-profit organization dedicated to developing girls who have an affinity for science, technology, engineering, or math.  She also dedicates significant time to Emory University’s Goizueta Business School as a mentor and consultant to students getting their M.B.A. degrees.  Brooke works with students in this program for the full semester as they go through a consulting program to learn how to manage clients and projects when employed after graduation.

Before joining AT&T, Brooke was an Account Manager with CMI, a marketing consulting firm in Atlanta, where she led telecomm and financial consulting services in account management and businesses development.

From 2007-2009, Brooke was a Senior Project Manager with InfoSurv.  There Brooke led a research operations department that was charged with principal accounts as well as research innovation.

Brooke attended the XV International AIDS Conference in 2004 in Bangkok, Thailand, the first international AIDS conference held in Southeast Asia, where she had the pleasure of hearing the Closing Ceremony speech of Nelson Mandela, the last stop on his “46664” Tour to raise awareness to fight HIV.

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