The woman tasked with turning around Donald Trump’s Republican presidential campaign has toiled extensively in the party’s antiestablishment conservative lane during the past decade, working for House members who tried to overthrow former Speaker John Boehner and Senate candidates whose stumbles helped delay the takeover of that chamber.
Kellyanne Conway, a longtime Washington-based pollster, was installed this week as manager for the New York billionaire’s insurgent campaign. A New Jersey native with a knack for snappy sound bites, Ms. Conway made her name in Republican circles by surviving in a space occupied by few females: overseeing opinion surveys for some of the party’s most conservative politicians.
A self-described “pollstress” who includes Trump’s running mate, Indiana Governor Mike Pence, as a former client, Ms. Conway leveraged her status to help sell herself as an expert on marketing candidates to women. Despite a mixed record of success, she has now secured senior-level positions supporting the presidential bids of the last two Republicans standing this year: Mr. Trump and his last serious rival, Senator Ted Cruz. Those jobs have earned her company more than $1.2 million in the past two years, according to Federal Election Commission records.
“She understands women better than anyone in America,” said Frank Luntz, a Republican pollster who gave Ms. Conway one of her first political jobs in the early 1990s. “She understands how to talk to them better than Donald Trump does. She combines polling and communication, and that’s a gift in a campaign that’s really been struggling with message.”
In an interview, Ms. Conway indicated that she also intends to narrow and sharpen the campaign’s focus. While Mr. Trump has talked about competing in a broad range of states, including California and Connecticut, that haven’t supported a Republican candidate for decades, Ms. Conway, 49 years old, said the campaign would focus on “seven or eight states.” “If things go well there, then we’ll look at expanding,” she said.
In a statement, Mr. Trump said that “Kellyanne has a great vision for politics and tremendous spirit.” He called her “a wonderful person, whom I trust and respect.”
Ms. Conway, who once lived in Trump World Tower in Manhattan, was elevated this week as part of an attempt to reset Mr. Trump’s campaign. He has trailed Democratic nominee Hillary Clinton in nearly all major public polls since her party’s convention three weeks ago, in part because of his struggles with female voters.
In the latest Wall Street Journal/NBC News nationwide poll, Mr. Trump trailed Mrs. Clinton by 16 percentage points. In 2012, Republican presidential nominee Mitt Romney lost women by 11 percentage points to President Obama.