Director of Account Planning and Research
Lawrence & Schiller
Waara's team focuses on account planning and primary audience research, which includes monitoring and measuring consumer insights from a variety of online communities. Waara has a deep knowledge of all aspects of market research and social engagement platforms. She has worked on product and market development projects across the country to better understand audiences of financial services, health care, education, travel, and entertainment. Prior to joining Lawrence and Schiller in February 2008, Waara was the director of the South Dakota Office of Tourism and led a number of award-winning digital partnerships and CRM initiatives.
Waara previously worked in marketing at Wells Fargo; she gained an understanding of public finance and public sector governance while serving as an elected official and economic development lobbyist. She graduated from Augustana College as a double major in business administration and international government and received her master's in business administration, summa cum laude, from the University of South Dakota.