Experienced achiever in shaping and delivering business analytics. Proficient querying and reporting for marketing effectiveness. Talented in business problem-solving by unlocking value in data. Reliable at building data-driven marketing campaigns and meeting challenging production schedules. A proven innovator and team player. Capabilities:
Segmentation Acquisition SAS, SQL, UNICA CRM Targeting
DM, Email, Online Leadership Digital Analytics Predictive Models
Test Vs Control ROI Tracking Campaign Strategy Mentoring/Advising
ACOSTA SALES & MARKETING, Marlborough, MA 2015-Current
Business Insights Manager Sept 2015 Current
Provided key sales data and insights for Acostas manufacturer clients and CVS. Partnered with Acosta Sales Directors for effective presentations using syndicated Nielsen and IRI data banks.
" Specialized in Post Promotion Evaluations and Category Management Reviews.
" Streamlined gap analysis programs to quantify retail opportunities.
" Prepared customer growth scenarios as part of proposals for new business.
BJS WHOLESALE CLUB, Westborough, MA 1998-2015
AVP, Manager of Analytics/Campaign & Acquisition 2008 - 2015
Coordinated six-person team producing marketing predictive models, campaigns, and final reports. Captured media Return-On-Investment metrics and Key Performance Indicators. Management 80%, Hands-On Applications 20%.
" Streamlined the production of campaign final reports from two months to two weeks.
" Guided CRM best practices: address hygiene, control groups, CAN-SPAM compliance.
" Influenced the 2015 acquisition strategy/member offer by documenting +10% lift Vs control.
" Originated a media mix attribution model to allocate marketing spend, with +5% productivity.
" Re-evaluated loyalty/rewards program, enabled doubling of participation rate from 7% to 14%.
" Proposed and tested an alternative-to-Groupon offer and realized 700% ROI after first year.
" Extracted performance metrics from POS offer tests and validated rollout across chain.
" Identified new digital portal opportunity and drove online acquisition +80% Vs prior year.
" Initiated key surveys of marketing influences on new members and of customer satisfaction.
" Structured the ROI reviews of TV campaigns by region, improving overall response by +10%.
" Developed ongoing customer panel for market research on corporate brand and creatives.
" Automated key daily and weekly Email and DM processes, for on time-all the time production.
" Built online ad campaigns using addressable digital platform, and improved accountability.
Manager of Member Insight, Modeling & Campaigns 2004 - 2008
Served as internal consultant to shape and solve key business questions via data warehouse. Introduced and refined response models used for acquisition, engagement, and retention. Coordinated four-person team. Management 50%, Hands-On Applications 50%.
" Developed model scoring processes that raised response 30% above untargeted campaigns.
" Instituted customer segmentation based on shopping and life stages, for targeting strategies.
" Joined with merchants and manufacturers and extracted effectiveness data for pilot projects.
" Re-structured standard mail list processes and regularly saved 15% in mail costs.
" Teamed with media buyers and developed results-driven media touch points.
" Implemented mail volume optimization for seasonal catalogues based on profitability deciles.
" Received team member excellence award for contributions to IT and Marketing Solutions.
BJS WHOLESALE CLUB, Westborough, MA (cont.) 1998-2015
Market Research Analyst/Systems Manager 1998 - 2004
Maintained marketing data bases and conducted field research on potential store locations. Guided adoption of Customer Relationship Marketing (CRM) at BJ's.
" Facilitated the companys first desktop customer relationship marketing system (CRM).
" Reduced the turn-around time for sizing lists of qualified prospects from one week to one day.
" Led reporting for business sales team towards the win-back of lapsed customers.
" Improved the sales forecasting models for trade areas surrounding new clubs.
" Guided the data appending of demographics from outside vendor to the customer record.
" Researched and published the final site reports for 15 stores that were ultimately opened.
" Published and presented a survey of member affinities, to better target advertising spend.
" Awarded Rookie-of-the-Year for contributions to database marketing and site research.
EVERSOURCE ENERGY, Marketing and Sales Forecasting, Boston, MA
Master of Arts, Economics
University of Rhode Island, Kingston, Rhode Island
Bachelor of Arts, Urban Studies/Spatial Development
University of Rhode Island, Kingston, Rhode Island
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