Internship Spotlight: Jordan Greer ’25, Procter & Gamble
For Jordan Greer ’25, participation in the Discovery Projects, an experiential course from the Yale Center for Customer Insights, prepared her to develop comprehensive marketing solutions in her summer internship.
We asked rising second-year MBA students to check in from their summer internships, where they applied the lessons of their first year at Yale SOM.
Internship: Senior Brand Management Intern at Procter & Gamble, Cincinnati, Ohio
Hometown: Cape Elizabeth, Maine
Pronouns: She/her/hers
The SOM class you’re using on the job: Discovery Projects, Modeling Managerial Decisions, Competitor, Customer, Innovator, Managing Groups & Teams
Go-to work lunch: As a pescetarian, I’m often eating a tofu bowl to avoid stinking up the office by reheating fish!
After-work routine: Hitting a spot on my co-worker’s list of best restaurants in Cincinnati!
Favorite thing about Cincinnati: The lively and active arts scene – there are so many museums and live performances (music, theater, drag, etc.) that I’ve been able to enjoy!
As a psychology major in undergrad, I was fascinated by the nuances of consumer behavior. In my professional career, I pursued this interest by partnering with brands like Tracfone, Kodiak Cakes, and L.L.Bean to develop and execute experiential marketing campaigns. However, managing a diverse portfolio of clients required constant shifts in focus, preventing me from thoroughly exploring consumer insights and developing comprehensive strategies that addressed these consumer needs.
To fill this gap, I sought a class at SOM to refine my ability to analyze and interpret consumer perspectives so that I can develop more compelling and tailored marketing strategies. The Yale Center for Customer Insights’ (YCCI) Discovery Projects focused precisely on these skills, enhancing my capabilities in consumer segment identification, sentiment analysis, and strategic recommendations. My team partnered with the Ladies Professional Golf Association (LPGA) to decipher strategies to increase awareness of and engagement with the league.
My time working on a Discovery Project for the LPGA has directly benefited my work as a Senior Brand Management Intern at Procter & Gamble (P&G) this summer. In this internship, I am seeking to develop consumer insights that can translate to actionable marketing strategies for the Head & Shoulders haircare team. Here’s how each aspect of the YCCI experience has translated into my work:
Audience Research: In my work with the LPGA, I applied YCCI research tactics to conduct an online ethnography, identifying relevant consumer forums and accounts to uncover consumer perspectives through posts and comments. At P&G, I replicated this approach to understand how consumers perceive Head & Shoulders. The ethnography I conducted during my summer internship revealed common haircare beliefs among the target audience, guiding the development of focused marketing strategies for this segment.
Consumer Insight Development: Using YCCI frameworks, I interpreted consumer perspectives, distilled common beliefs, and explored the intersection of unexpected ideas with our clients’ expressed priorities. This framework provided a foundation for integrating findings from the Head & Shoulders ethnography with internal data and category trends to distill consumer insights. This will ensure that my final recommendations align with both consumer preferences and brand goals.
Insight Validation: Leveraging YCCI's creative best practices, I developed A/B content for the LPGA based on insights which were eventually tested in a consumer survey. Analyzing those survey results, I identified improvements in consumer engagement and determined the final creative recommendations to our client. Applying these skills during my summer internship, I am creating tailored creative content for Head & Shoulders that directly addresses consumer needs.
Live Presentation of Results: Through live rehearsals with YCCI faculty culminating in presentations to our client, I refined my presentation skills, focusing on the selective communication of findings. Leveraging techniques such as frequent summary slides and personal anecdotes in my summer internship, I presented my initial findings to the Head & Shoulders team during a cohesive 90-minute session.
The YCCI Discovery Project equipped me with essential tools to thrive in my internship at P&G. In adapting insights into strategies, I expanded my creativity and deepened my curiosity in understanding consumer behavior, ultimately improving my confidence in developing impactful marketing solutions.
