name
Address
Cell: (xxx) xxx-xxxx | Home: (xxx) xxx-xxxx
email address | LinkedIn url
Digital Marketing, Analytics & CRM Professional
Executive Profile
Digital, direct and CRM marketing analytics leader with strategic vision and solid track record to address complex consumer marketing challenges for Fortune 500 companies, global agencies and top retailers. Recognized for multi-million dollar revenue gains through building digital programs, CRM systems and analytics, high-conversion web sites, segmenting customer databases and revamping web sites to identify most profitable customers and prospects. Marriage of strategic, client service, operations, technical and people skills. Strategy combined with project execution that is consistently on target, on time, and on budget.
Notable contributions
- Rebuilt and re-launched 7 retail websites, introducing organic and paid search, affiliate programs, analytics and dynamic and segmented CRM-driven email programs, resulting in growth of 18-25%.
- Generated $70M in incremental online/offline sales revenue by developing a new online/offline CRM system for a premier retailer; matched the right customers with the appropriate offers and creative.
- Launched retail loyalty program for the nation’s largest xxxxxxxxxxxxxxx retailer, which generated ROI of over 200% with incremental revenue of $48M.
CORE LEADERSHIP COMPETENCIES
Internet Strategy and Planning, including SEO/SEM, Social Media, Web Analytics, Email and Affiliate Marketing – Direct & Database Marketing Expertise – Mastery of CRM – Loyalty Program Development – Running Client Side Relationships — Project and Program Management – Solid Financial and Analytical Skills – Advanced Customer Segmentation and Targeting – Advanced Analytics – Managing Across Multiple Brands
PROFESSIONAL EXPERIENCE
COMPANY NAME Brief description of business.
Title Dates
Digital and CRM consultant specializing in digital strategy, CRM, web analytics, online testing, landing page and email optimization engagements. Expert user of all major web analytics and testing packages.
- Rolled-out comprehensive digital conversion optimization programs for major retailer, credit monitoring site and CPG site, realizing conversion rate increases ranging from 10-35%
- Consult on variety of additional direct to consumer projects, including multi-channel contact strategy, predictive analytics for online advertising and customer value and product affinity segmentation
- Conduct fast-track assessments of clients’ acquisition/retention efforts and application of customer data, benchmarking against best practices and mapping priorities into effective marketing plans
COMPANY NAME Brief description of business.
Title Dates
Led team that manages digital, DM strategy/planning and analytics for client.
- Web analytics, SEO, SEM, social media, segmentation, testing, direct mail and CRM program and campaign design/measurement; drove conversion gains of 10-30% on 3 sites via analytics and testing
- Developed variety of social media strategy programs across Facebook, Twitter, Flickr and to drive roll-out and ramp-up of client specialty gardening and home improvement sites
COMPANY NAME Brief description of business.
Title Dates
Led team that designs and runs strategy, direct mail, SEM/SEO, email, web analytics, online CRM and other web marketing for agency clients, including [client names].
- Web analytics, SEO, SEM, social media (4 Facebook sites, blogs, YouTube, Flicker), email planning, execution and analyses for 18 client web sites; realized conversion gains 15-40% via analytics and testing
- Designed CRM/loyalty programs for a major CPG client, building direct-to-consumer targeted and segmented engagement for this brand for the first time
COMPANY NAME Brief description of business.
Title Dates
Led internet, analytics, CRM, direct mail, database marketing, advertising, credit card and loyalty marketing teams for this premier department store, synonymous with high quality fashion and a personalized approach to customers. Managed P&L and annual budget of $23M. Consultative client service for brands. Revamped outdated, proprietary websites, customer database and contact strategies. 5 direct and 18 indirect reports.
- Oversaw website, directed re-branding effort, social media, organic search, enhanced SEM buys, web analytics, new CRM-driven email system and site-navigation improvements. Delivered online sales and increased conversion that increased 18% over the previous year in a challenging retail environment. Led multi-functional project to build and manage Facebook site.
- Championed the build and launch of a new CRM and loyalty database marketing solution, matching customers with the right number of marketing contacts, offers and creative.
- Leveraged analytics to launch company-wide web, mobile marketing and CRM/loyalty initiatives; reduced direct-to-consumer costs 15%, while increasing sales 15% (incremental sales $70M) and profit 30% over the prior system. Utilized sophisticated segmentation, statistical analytics and web analytics to best leverage and optimize customers at all levels across over 400 direct mail and online campaigns annually.
- Managed client relationships and campaign development for variety of client merchandisers and brands, including Estee Lauder, Clinique, Bobbi Brown, BCBG, Free People, Burberry, True Religion and others.
- Rolled-out re-branding of credit card with new private label provider; enrollment up 18%.
- Have grown email database 700% in 1 year from 200,000 to 1,600,000 via leadership of email capture across all customer touch-points, email append and co-registration partnerships.
- Rolled-out 4 analytic tools to optimize 60 campaigns, enabling 20% reduction in DM campaign circulation. Resulting savings of $5M with a 8% sales gain.
COMPANY NAME Brief description of business.
Title Dates
Headed up CRM/loyalty, internet, mobile marketing, credit card, direct and database marketing teams across 5 retail divisions. Company had no prior customer loyalty program or direct marketing function. Managed P&L and annual budget of $6M. 4 direct, 12 indirect reports. Reported directly to SVP of Marketing
- Revamped/led marketing for 5 retail websites, with annual revenues totaling $600M, including email, organic/paid search and affiliate efforts. Results: 25% growth in sales in 2006 with reduced costs of 23%.
- Optimized website via web analytics, usability studies and research; realized superior conversion.
- Launched 4 retail customer loyalty programs for company’s 3,500 stores in U.S., including integration with IS and store point-of-sale systems, marketing database build, store loyalty material development, program benefits & incentives, promotions, and partnerships.
- Rolled-out successful cell-phone number and mobile messaging program; largest program in industry
- Managed loyalty programs which generated ROI of 200%. Grew program from zero to five million members (now 11MM) in less than one year; $657M in loyalty sales.
- Introduced promotional retail direct mail and mobile marketing programs to company, internally developing all campaign components, realizing 11% response and 200% return on investment. Reduced key data entry expenses by 50% and negotiated and partnered with other marketers to cover all loyalty card and material expenses.
COMPANY NAME Brief description of business.
Title Dates
Successfully built and led team of Marketing Account Managers. P&L responsibility for all company projects, including direct & e-mail marketing. Managed 6 direct reports.
- Built Marketing and Client Service Departments from the ground up.
- Planned and executed campaigns for catalog clients, exceeding sales projections by 30% first year.
COMPANY NAME Brief description of business.
Title Dates
Served as Marketing and Strategic Planning Group Leader. Promoted from Director of Marketing to Vice President of Marketing. Executed all customer acquisition marketing campaigns, program development, e-commerce, lead generation, mar-com, analytical, and segmentation programs. In charge of 10 direct reports. Managed a budget of $3M.
- Created business-wide CRM program and directed all direct and database marketing efforts, which positively impacted customer retention by 15% in year one ($800 million).
- Engineered and operated B-to-B telesales program, generating $70M in incremental revenue.
- Revamped annual Strategic Planning process, which resulted in a faster, streamlined accurate planning process, winning a Best Practice award
- Oversaw cross-functional team that created business’s website, which drove sales lead generation and reduced customer service costs by 20%.
- Led cross-functional team using statistical methods to segment customers using firmagraphic, behavioral and attitudinal data; identified new business resulting in over 300 opportunities and created competitive intelligence database.
- Won Pinnacle Award (company’s highest award), resulting in promotion to VP.
- Received Award of Excellence.
ADDITIONAL EXPERIENCE
COMPANY NAME Brief description of business.
Title Dates
Senior account person with P&L responsibility for America Online, Merrill Lynch, Perrier and other top global consumer companies for direct marketing agency and database marketing consultancy.
COMPANY NAME Brief description of business.
Title Dates
COMPANY NAME Brief description of business.
Title Dates
Education
MBA in xxxxxxxxxx, College Name
BA in xxxxxxxxx, College Name
Professional Affiliations
Senior Executive Management training program
Certified in Six Sigma Black Belt Quality Training program
Member of American Marketing Association
Member of Direct Marketing Club of New York
Member of Marketing Executive Networking Group
SKILLS
Cognos, SQL, BI, Unica, Crimson Hexagon, Omniture Site Catalyst and Test & Target, Google Analytics and Website Optimizer, Coremetrics, WebTrends, comScore, Nielsen, Radian6
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