Kantar's Profiles Blog

Laura Sigman

Marketing Director, The Americas

Laura is a marketing communications strategist with 20 years of experience in both the consumer brand and B2B spaces, working with everyone from school principals to Playmates along the way. She’s had a broad range of management and creative responsibilities and enjoys uncovering unique ways to position products, missions, services, and events.

Prior to joining Lightspeed in 2014 as marketing director for the Americas region, Laura worked in the market research space for The Magnetic Collective as marketing consultant and Omnicom’s Hall & Partners as their U.S director of marketing and communications. Previous positions include marketing and communications leadership jobs at The TemPositions Group, Playboy Enterprises and News America Digital Publishing (part of News Corporations).

She is also a passionate supporter of causes important to her and is most proud of the work she did with Jersey City’s Hudson Cradle (a home for infants with special health and developmental needs who were awaiting foster care) where she assisted with event planning, development work and PR for nearly seven years. She was Chair, Taste of Hudson 2007 (April 19, 2007) and Co-Chair, Taste of Hudson 2006 (April 6, 2006), the most successful fundraisers in the non-profit’s 19-year history.

Laura earned an AAS degree in Advertising Communications from SUNY FIT and a BA degree in communications from Trenton State College (now The College of New Jersey).

Recent Posts

Storytelling: A Modern Data Love Story

Posted by Laura Sigman on Mar 1, 2018

The marriage of brands and data can often be a platonic affair; sometimes loveless, but at the same time accepted as just the way things are.

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Topics: Video, research on research, data append, facial coding, modern surveys

The Amazon in the Room?

Posted by Laura Sigman on Mar 16, 2017

On a recent earnings call, Sir Martin Sorrell, CEO of Lightspeed’s parent company WPP, talked about what keeps him up at night. And no; it’s not (necessarily) his infant daughter – it’s Amazon.

“And I would just mention the rise of Amazon, because in answer to the question, my favorite question is what worries you when you go to bed at night and when you wake up in the morning. It's not a three-month-old child (laughter), it's Amazon, which is a child still, but not three months. And Amazon's penetration of most areas is frightening, if not terrifying to some, and I think there is a battle brewing between Google and Amazon.”

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Topics: Data Driven Marketing, Market Research Trends, Video, data append

Your Favorite Candidate Says a Lot about You: Using a Social Intelligence Tool to Measure Social Dominance

Posted by Laura Sigman on Sep 18, 2015

Following Wednesday night’s Republican Presidential candidate debate, and a shift in attention away from Donald Trump to Carly Fiorina in the post-debate news coverage, we were left wondering what it says to support (very!) different political candidates. 

When it comes to social psychology and voter personality traits, there is a definite pattern to the trends of Republican vs. Democratic supporters. With non-politician Trump leading the polls, we’re all curious about what’s going on here. We looked at this by surveying a group of roughly 450 fans of the 2016 political candidates and measuring their “Social Dominance” rating.

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