Vice President, Marketing and Communications
As Vice President of Marketing and Communications, Deirdre McFarland is responsible for the execution of the Scarborough brand across multiple platforms – from promotions and events to public relations, collateral and web site development. Under her leadership, the Scarborough name has become synonymous with quality research, industry leadership and outstanding service.
Deirdre has spent most of her marketing career at Scarborough and actually created the function at the company. She began as a marketing assistant supporting the promotional needs of the sales staff and executive leadership. Deirdre grew the department into a comprehensive marketing group covering all aspects of the company’s business, and was named its Vice President in 2002. Under her direction, Scarborough launched its first website (www.scarborough.com) and online software training service (www.primenext.com) as well as online respondent information center (www.scarboroughsurveys.com). She is the architect of the annual Scarborough Sales, Research and Marketing Conference (SSRM) and has grown this event into a multi-faceted industry conference attracting over 300 people in the sales, marketing and research sectors. Deirdre created the company’s public relations practice which issues Scarborough studies throughout the year and is a valuable service to members of the press in need of consumer insights. She is behind Scarborough’s local market breakfast program which was featured in 12 cities during the past year, and her department supports the 50+ trade shows the company participates in yearly.
Prior to joining Scarborough, Deirdre worked with the Drohan Management Group, a company specializing in association management. She has a Bachelor of Arts degree in Marketing and Communications from George Mason University. She resides in New York, with her husband and two daughters.