Stephanie Plunkett

Stephanie Plunkett

Conversion Strategy & Metrics

Stephanie Plunkett, Ph.D., is a Director of Conversion Strategy and Metrics in Conversion & Innovative Products, US Smokeless Tobacco Company in Richmond, VA. In this role, her expertise in behavior change and conversion strategy informs the direction of conversion efforts, including methodologies and metrics to assess conversion. In addition, Dr. Plunkett incorporates behavioral science into traditional consumer research to accelerate the conversion journey of adult smokers to non-combustible products. 

Prior to her current role, she built the Perception and Behavior program for Altria including the methodology and metrics for current studies. These studies included a new methodology for claims development, quantitative surveys with validated metrics for risk perceptions and intentions, human factors assessments, and actual use studies. 

Before joining the Altria family of companies, Dr. Plunkett researched whole person solutions for those struggling with chronic conditions related to obesity, diabetes, hypertension, and kidney diseases. She won the Nutrition and Metabolism award for her simulated model on the factors influencing the regulation of intake. In addition, she worked as a Human Factors Engineer improving software programs, consumer usability of cell phones, and internet services. In that time, she was awarded a patent in systems and methods for information provision (US20040131162A1).  

Ph.D. in Neuropsychology and Behavioral Neuroscience, Georgia State University, 2002

M.A. in Neuropsychology and Behavioral Neuroscience, Georgia State University, 1998

B.S. in Psychology, 1995