Public Wireless Telecommunications Company (+1,100 emp.) Mar 2002-Current
Responsible for territorial marketing programs, decision support tools, market research, strategic analysis and process improvement. Create monthly analysis for leadership team. Manage 4 analysts supporting 4 call centers with over 400 associates.
Positions held at regional headquarters (most recent first):
- Manager, Analysis & Reporting (report to VP, Customer Operations)
- NW Manager, Retention & Development (reported to NW Director, Customer Operations)
- NW Manager, Marketing & Retention (reported to NW Director, Sales & Marketing)
- NW Manager, Retention (reported to NW Director, Customer Service)
Achievements:
- Hand picked by new corporate VP to recruit, assemble and deploy an operations analytic team during corporate restructure.
- Developed strategies and priorities with VP that reduced monthly customer churn from 2.9% down to 1.6% while achieving gross and net sales goals.
- Member of Customer Operation's leadership team that delivered a reduction in post pay churn from 3.0% to 2.4% (including voluntary and involuntary) and 6 straight quarters of positive net customer count.
- Awarded exceptional performance reviews for remotely managing and developing a team of analysts to create standards and practices for reporting, trending and analysis.
- Gained Six Sigma Green Belt certification from Motorola University for leading a project that would positively impact EBITDA by over $1,000,000.
- Key Member of cross-channel committees formed to evaluate and implement marketing tools; external segmentation (Cohorts, PRIZM, MOSAIC), third-party research (MRI, Simmons), modeling (Unica, SAS, SPSS, The Modeling Agency), data warehouse (SQL server, Verisign), customer surveys (Inquisite.com, First Marketing), scorecards (NetSuite, Hyperion, Lawson).
- Created marketing database consolidating customer information from 5 billing systems; launched SQL data warehouse build in late 2007.
- Managed multi-layered, segment driven marketing programs utilizing Avaya Predictive Dialer, text messaging and direct mail.
- Developed 7-step loyalty plan and implemented control panels to gauge true performance improvements.
- Developed and placed print, radio and television campaigns for NW Territory.
Privately held CRM Implementation Group Jun 2000-Jan 2002
Responsible for developing data integrity and segmentation solutions for hosted CRM installations. Traveled to client locations to support pre-sales presentations.
Positions held at regional headquarters:
- Manager, Analytic Services (reported to VP, Analytic Services)
Achievements:
- Managed and developed new data products for use as integrated or standalone systems and presented them to clients as part of sales team.
- Identified departmental / vertical needs and analytic opportunities.
- Managed data product implementation team across several departments and regions.
- Created standards and practices for data product use company-wide.
- Integrated LifePhase, E.piphany and subscriber identity technologies.
- Educated and supported Sales Teams to sell data products.
- Cultivated regional expertise and training methods in use of data products.
- Worked with Product Development and Solutions Managers to implement new products.
- Clients included:
Holland America Line (www.hollandamerica.com)
Carlson Marketing Group (www.carlsonmarketing.com)
GMAC ¡V Residential Financial Corporation (www.rfc.com)
MarketKnowledge, Inc. (website removed with sale) Nov 1995-Jun 2000
Founded in 1989, MarketKnowledge was a $10M privately held consulting group building decision support tools for customer profiling, strategic market planning and tactical programs. Interelate, Inc. acquired MarketKnowledge in June 2000.
Positions held at company headquarters in Bend, OR:
- Co-owner (reported to Owner)
- Director, Analytical Services (reported to Owner)
Achievements:
- Part of quick response team acting on client acquisitions and subsequent management.
- Accountable for all communications regarding modeling, analyses, database and processing.
- Helped develop Brand Strategies at the local level based upon behavioral segments.
- Principal developer of LifePhase, a new household level consumer segmentation system used to analyze consumer databases and quantify potential by market.
- Responsible for defining and organizing analytical support systems upon which strategic, branding and tactical decisions were based.
- Profitably mailed 20MM pieces to both customers and prospects for 26 stores.
- Profitably mailed 1.2MM pieces to prospects for 40 restaurants over 2 years.
- Managed all segmentation, list acquisition, processing and analyses.
- Created and implemented list acquisition models (regression based).
- Introduced fundamental database design, quality control, testing and analysis procedures.
- Responsible for project coordination, scheduling and trafficking for bi-monthly mailings.
- Clients Included:
Holland America Line (www.hollandamerica.com)
Royal Caribbean International (www.royalcaribbean.com)
Incredible Universe (www.radioshackcorporation.com)
California State Automobile Association (www.csaa.com)
Houlihan's Restaurant Group (www.houlihansrestaurant.com)
San Francisco Music Box Co. (www.sfmusicbox.com) Feb 1992-Oct 1995
Founded in 1978, The San Francisco Music Box Company is a $40M private retailer/cataloger offering "collectible gifts for Life's Celebrations". Calendar Club L.L.C. acquired San Francisco Music Box in 2003.
Positions held at company headquarters in Walnut Creek, CA:
- Circulation Manager (reported to VP, Marketing)
Achievements:
- Constructed both direct mail and retail support retention models using a proprietary, PC-based regression modeling system. (Multivariate and logistic regression techniques.)
- Built direct mail prospect models (zip tapes) using PC-based regression modeling system.
- Managed in the construction, maintenance and enhancement of two marketing databases.
- Provided clear guidance to MIS to ensure proper systems and reporting were in place.
- Built, maintained and reported all P&L elements for catalog division.
- Reported and substantiated P&L performance by week.
- Analyzed, selected and ordered over 10MM names per year including 7MM prospects.
- Managed clearances, seed reports, updates and budgets for two lists: retail and catalog buyers.
Additional Experience
FUNDRAISING COORDINATOR Craver, Mathews, Smith West 1991-1992
JUNIOR ACCOUNT EXEC Names in the News 1990-1990
MARKETING ANALYST Loric Corporation 1988-1990
TWILIGHT LOADER United Parcel Service, Seattle Hub 1986-1987
Education
- B.S., Marketing ¡V San Francisco State University (www.sfsu.edu/~mktgwww/)
San Francisco, CA |
