REBEKA M WERMELING 

​rubyreba@gmail.com | 468 N, Addison Ave. Elmhurst, IL. 60126 | 630-991-7814 | https://www.linkedin.com/in/rebeka-wermeling/ 

EDUCATION  
 
MS Human Computer Interaction,​ ​Depaul University, Chicago, IL   Degree expected 2021 
BA Psychology and Minor of Studio Art,​ N ​ orth Central College, Naperville, IL    ​2013 - 2017
Relevant Coursework: ​Statistics, Assessment, Scripting for Interactive Systems, Research and Design, Human Centered Design 
 
 
PROFESSIONAL EXPERIENCE 
 

The American Marketing Association, Chicago, IL  

 

Manager, Innovation and Insights     O

​ ctober 2019- Present 
● Managed data collection and synthesis of customer insights through interviews, surveys, usability tests and website heat maps 
● Utilizing the Jobs To Be Done (JTBD) Methodology to develop user stories, customer journey maps and personas 
● Conducted design sprints, interactive workshops and presentations for executive teams, external partners and stakeholders. 
● Utilized UX knowledge to develop wireframes and prototypes to enhance the web experience of AMA.org 
● Utilizing agile workflows to collaborate with business and IT teams to develop purchase flows and digital event UI 

The Morton Arboretum, Lisle, IL 

 

Audience Researcher ​July 2019 - October 2019 

● Subject matter expert for The Arboretum’s first audience research project through development of survey instruments and data collection 
procedures. 
● Project management through goal setting, data tracking and training/ supervising team of 12 volunteers. 
● Collaboration with upper level management team and external research partners on data analysis. 
 

Membership Assistant     ​October 2018 - October 2019 

● Content design as well as ROI and conversion analysis of ongoing multi channel marketing campaigns for the membership department. 
● Develop recommendations through use 0f data insights for ongoing marketing campaigns and customer acquisition and retention 
initiatives. 
● Design and manage monthly sales reports and dashboards for the leadership team. 
 

Membership Sales Associate     August 2017- October 2018 

● Leverage Point of Sale and CRM software to manage membership information and customer service, producing $40,000+ in revenue from 
Membership sales monthly from our more than 53,000 member households. 
 

Program Evaluation Intern      ​ March 2016 - June 2016 

● Evaluated success of grant funded field trip programs through children’s drawing analysis, focus groups and unobtrusive observation. 
● Analyzed data to develop formal suggestions and success factors which ultimately improved program reception. 
 

Marketing Intern   ​ December 2015 - January 

2016 
● Collected online survey data to evaluate guest experience for our highest grossing event, providing insights that influenced a 10% sales 
increase for the following year. 
 
 

The Shedd Aquarium, Chicago, IL  

 

Audience Research Assistant   ​ March 2017- August 2017 

● Managed data collection of over 2,000 pieces of patron data to ensure that training and observation programs supported quality data 
collection techniques which provided insight into program development and evaluation. 
● Organized and managed monthly work schedules of volunteer and intern goals, and communication strategies which ensure team 
performance leading to attainment of objective cost efficiencies for a nationwide evaluation project. 

The Museum of Contemporary Art, Chicago, IL 

 

Interpretive Studies Intern    ​June 2016- September 2016 

● Lead multiple audience research projects​ ​which pinpointed key works of interest and influenced curatorial decisions for future exhibitions. 
 
 

North Central College Undergraduate Research, Naperville, IL  

 

Museum Memory and Impact & Museum Object Memories   ​ June 2016- August 2016 
● Leveraged psychological information to understand what drives visitor behavior and creates salient memories through coded qualitative 
analysis of 50 interviews. 
● Grant funded research through NCC presented at the National Conference for Undergraduate Research, The Midwest Psychological 
Association and the Rall Symposium 
 
 

Brookfield Zoo, Brookfield, IL  

 

Audience Research Assistant    ​ June 2015 - September 2015 

● Data collection of 200+ surveys, interviews and observations a week regarding customer satisfaction, animal wellbeing, and evaluation of 
new exhibits 
● Findings led to continued financial support of special exhibits and extended their contract at the Brookfield Zoo. 
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Technical Skills:  
● Tableau, Google Analytics, Qualtrics, Salesforce, SPSS, JavaScript, CSS, Survey Monkey, InVision, Miro, Figma, Axure 
● Project Management, Survey Development, Data Analytics, UX Research, UX Design Process, Design Sprints 
 

Extracurricular Accomplishments: 
● National Conference for Undergraduate Research and Midwest Psychological Association Presenter  
● SURC Grant funded psychological researcher 
● Vice President of Psychology Club 
● North Central College Track and Field Athlete 
● Student preceptor for Statistics courses at North Central College  
● Ceramics Teacher