SUMMARY:

• Thirty years’ database/direct marketing experience in both B2B and B2C space.
• Experience in all aspects of enterprise marketing management. Laser like focus on driving sales and improving profits.
• History of hands - on involvement in planning, execution, and analysis of marketing campaigns.
• Comfortable working with all levels of management.
• Deep experience delivering marketing related presentations to clients, vendors, banks, and venture capital firms.
• Subject matter expert with respect to best practices involving CRM, Marketing Automation, Multi-channel clustering/segmentation methods that drive sales to websites, call centers, and retail stores.
• Long years spent learning acquisition, loyalty, and churn strategies that grow businesses and protect the bottom line.

SKILL/EXPERIENCE:

• P&L Responsibility
• Direct Mail/Print Production
• B2B Marketing Strategy
• B2C Marketing Strategy
• Loyalty Program Marketing
• Retail Marketing
• Internet/Email Marketing
• Affiliate Marketing
• Google AdWords & Analytics Toolset
• Business Development/P&L Responsibility
• Sales Forecasting
• Circulation Planning/Budgeting/Execution
• Merge/Purge
• Sales Analysis
• Catalog Square Inch Analysis
• Lifetime Value
• Customer/Prospect Segmentation Model Development and Implementation
• Marketing Mix Analysis
• Retail Site Location
• List Management
• Coop Databases (Abacus, Next Action, Z-24, Wiland Direct, Ibehavior)
• Market Basket /Affinity Analysis
• Merchandise Analysis by Channel
• Survey Research
• Offerings from all Major Service Bureaus- Experian, Equifax, Epsilon, Harte-Hanks, Acxiom
• Geo-demographic cluster segmentation products.
• Business Intelligence
• Data Mining
• Master Data Management Practices
• Business Analysis- Use Case Construction, Agile and RAD Methodologies
• Agile/Rapid Application Deployment Practices
• Data Governance
• Customer Journey Analysis
• Lead Generation and Sales Conversion Analytics
• Enterprise Marketing Management Practices

SOFTWARE EXPERIENCE:

• IBM Marketing Cloud(Silverpop)
• Confluence
• Jira
• SPSS Modeler
• Cognos
• Tableau
• Base SAS/SAS Macro/SAS SQL
• SAS Stat- Selected Modules
• SAS Enterprise Miner
• SPSS Base, Cart, Regression, Neural Network
• MS-SQL
• Oracle -SQL
• Webtrends
• Google Analytic Tools
• Salesforce.Com
• Unica Campaign Manager 8.5
• MS Office

WORK HISTORY-DETAIL:

Confidential

Senior Marketing Data Analyst

Responsibilities:

• Lead Marketing Analyst on CRM Agile project team tasked with integrating information from various legacy systems involving Oracle, Salesforce, and third party data providers into IBM Marketing Cloud.
• Identified major Data Hygiene/Master Data Management challenges which posed substantial threats to accomplishing marketing requirements.
• Designed and Implemented short term fixes to enable marketing management to identify and target customer for email promotions.
• Improved email production turnaround time and reporting.
• Developed set of data gathering methods across legacy systems to enable marketing to begin utilizing the personalized email features of IBM Marketing Cloud.
• Worked with multiple groups across multiple time zones to gather requirements necessary to send customers the right message at the right time.
• Filled with little notice for employee out on medical leave—was able to fulfill their duties with minimal supervision--- and documentation.

Confidential

Lead Business Analyst

Responsibilities:

• Took over a position that had been vacant for nine months and feverously revamped a circulation plan that moved the company from an $800,000 loss to a $400,000 profit in the face of a 20% postage increase and the worst economic conditions in eighty years. Task was accomplished with no staff, minimal budget, and little support.
• Resuscitated a failed data warehouse project and turned it into a highly granular marketing database capable of driving all sales channels.
• Redirected Circulation Plans and Internet Site triggers to focus more on high profit businesses rather than individuals at home.
• Identified and incorporated an incremental 400,000 email names into our e-mail marketing efforts Developed and implemented multiple Neural Network Scoring Models to enhance the profitability of our Catalog Campaigns.
• Developed in-house Internet/Catalog sales match-back system containing over 50 million records that provides timely information on the sales driven by our catalog, affiliate, organic search, and Pay-Per-Click advertising. This report is the key resource for the efficient allocation of marketing dollars by channel.
• Oversee the development and implementation of all database co-op models.
• Responsible for the timely production of all sales plans, P&L’s, and circulation plans.
• Revamped all production procedures and identified outside vendors that enabled us to reduce mail production timelines from six to one week.
• Developed first in-depth Customer Lifetime Value study that detailed profitability by source, business type, and initial average order size.
• Design, executed, and analyzed a complicated test design to measure incremental effectiveness of catalog and internet marketing campaigns.
• Implemented Package Insert and Blow-in card program to generate incremental revenue.

Consultant Database/Direct Marketing

Confidential

Responsibilities:

• Performance Bicycle is the largest multichannel marketer of cycling equipment in the country.
• Worked with all areas of the company to mail 20 million pieces across hundreds of contacts in support of marketing efforts for 3 direct and 2 retail divisions in a fast paced, highly entrepreneurial environment.
• Worked with all areas of the company to develop, analyze and maintain a customer loyalty program that drives 40% of Direct and 50% of Retail Sales.
• Preached proven database-testing/market modeling/business-analysis methods. Tested, evaluated, and rolled out database-marketing models and techniques to evaluate, strategize, and analyze viable business opportunities.
• Responsible for development, maintenance and analysis of 3 million record marketing master. Using SAS software, developed a cost effective method of maintaining a 3 million record marketing database on departmental personal computers. This system was used to drive all mailings and market-based reporting for the company. In addition, it allowed us to bridge several legacy computer systems of recently acquired companies to attain a 360-degree view of the cycling industry.
• Developed fast and flexible analysis reporting to compensate for the lack of internal systems as 70% of all direct sales moved to the internet. This occurred in a span of five years.
• Moved all mail file production in-house using SAS and Group 1 software. This allowed us to adapt a fast, flexible system of producing marketing campaigns while saving the company considerable money.
• Responsible for the accurate, timely production of forecasts to support Accounting, Merchandising, Distribution, and Call Center functions.
• Planned, designed and executed an internet-based market share campaign which increased sales 20% and convinced our main mail order competitor to accept our buyout offer.
• Active Due Diligence participant for three rounds of venture financing and one failed IPO.
• Exploited marketing database to identify dozens of potential retail sites.
• Helped to grow sales 70% and reduce costs by $225,000 in my first year on the job.

Circulation Manager

Confidential

Responsibilities:

• One Hanes Place is the direct marketing arm selling L’eggs, Hanes, Bali and other apparel through alternate channels to retail.
• Executed all customer mailings across nine direct marketing programs under tight deadlines and even tighter budgets.
• Developed and Maintained ten million record marketing master that drove all sales.
• Developed via Market Basket Analysis a product based selective binding strategy that is still in use today.
• Developed the first in-house analysis of the marketing master using SAS.
• Supported all Marketing functions with respect to sales planning, budgeting and analysis.
• Executed comprehensive series of changes to customer contact strategy that drove sales and enhanced profitability.