SUMMARY:

• To secure a challenging position in a marketing/business environment that would capitalize on my academic training and practical experience, leading to professional growth.

PROFESSIONAL EXPERIENCE:

Marketing Analysis Manager

Confidential, West Palm Beach, FL

Responsibilities:

• Created B2C & B2B Monthly, Quarterly & Annual Marketing ROI Manifests based on a custom designed RFM Model with its’ associated decile & source code
• Created a daily & weekly financial / marketing on demand flash report focused on the organizations verticals (i.e. Foodservice, Healthcare, Industrial, Hospitality & International) with emphasis on existing & newly added SKU’s
• Initiated SIC codes within each Vertical and recommended premium & accessory accompaniments based on the outcome to increase participation rate
• Created a Sales & Marketing Board of Directors deliverable that highlighted the E - commerce / Brick & Mortar sales actuals against planned performance including trend analysis
• Created QBR for the B2B Sales Organization side of the company
• Helped define the prerequisites for the B2B Onboarding program
• Contributed extensive analysis toward the MOZO & Sure Grip brand acquisitions
• Built & executed SQL executables that extracted data from the production & development data warehouse environments
• Defined geo-fencing offers based on latitude & longitude coordinates
• Helped define SLA’s for call center scorecards
• Performed classical A/B tests on Core Media (i.e. Catalog, Poster, New Hire Flyer, Fold Out Flyer) and quantified outcome as test case lessons learned initiative for the organizations portfolio
• Created Waterfall reports as well as purchase pattern highlights for the annual operational deck
• Analyzed segmentation in regards to cannibalization
• Created a work colleague mentorship program
• Submitted numerous recommendations to create extensive brand awareness
• Performed LTV assessment on Prospects & Rental lists
• Provided Data Concierge / Mentoring services to Sales, Customer Success & Finance
• Worked with 3rd party vendors such as RR Donnelly & Infogroup to successfully coordinate data cleansing initiatives as well as print instructions for collateral
• Contributed to creating a utility versus lifestyle marketing efforts
• Helped create safety slogans to excite the client & increase involvement

Technology Utilized: SQL Server, SQL Server Management Studio, Zendesk, Citrix, Margin Minder, Tableau, MashZone NextGen Visual Analytics, Salesforce, Excel, Access, PowerPoint, Word

Sr. Analyst - Email Marketing

Confidential, Boca Raton, FL

Responsibilities:

• Emphasis on digital marketing programs
• Performs data extraction pulls for Triggers, Contract & Direct Campaigns to ensure that all qualified customers be swept in to a proper marketing segment based on department specifications
• Work diligently with email production department to make certain that each respective product is given its’ due diligence within an email (i.e. ad-tile, banner and/or solo)
• Developed deliverables based on marketing opportunities & financial awareness
• Mapped business requirements & worked within a SCRUM environment
• Performed data validity checks to ensure accurate information is in the meta data warehouse & mapped out infrastructure work flow
• Created SQL executables & fulfilled internal customer stand-a-lone requests with the highest integrity

Technology Utilized: Teradata SQL Assistant, SAS CIS, Agile, IBM Core Metrics, Share Point, Excel, Access, PowerPoint, Word

Consultant - CRM/Database1

Confidential, FL

Responsibilities:

• Worked as an independent consultant for Vantage Travel & Eric N. Klein & Associates Law Firm to develop business strategies
• Developed a Marketing Plan & Competitive SWOT
• Made infrastructure recommendations to better optimize the business
• Submitted Marketing & Financial deliverables that included recommendations & better business proactive
• Created marketing intelligence (i.e. collateral, pamphlets, brochures)
• Created Marketing Campaigns for social media outlets such as Facebook & Twitter
• Technology Utilized: Access, Excel, Word, PowerPoint, Visio, GIS, Showcase & Google Analytics
• Saved the organization $150K in postage by bundling like-promotional offers
• Re-designed the monthly appointment programming manifest to look for pockets of opportunity to maximize the profit margin
• Developed a new worth categorization (i.e. ADW - average daily worth) that would allow the best client to receive the best promotional offer
• Built maps to give a pictorial representation down to the zip code of the organizations’ market share and its’ competitors market share while creating a fight zone where the marketing dollars can be placed into
• Preformed pre/post analytics on marketing campaigns as well as digital media while also looking to unveil the latest data trend while creating pivot tables and standardized reports
• Re-designed the creative for direct mail efforts that created pomp & circumstance to the consumer
• Ran data checks and performed NCOA cleansing on list processing
• Created a database marketing business plan for 2012
• Worked with 3rd party vendors (i.e. social media, mail houses, designers etc.) to put out the best product without jeopardizing its’ integrity

Technology Utilized: Showcase Cubes, Maptitude, Cognos Finance, Cognos Impromptu, Cognos Business Intelligence, Cognos Report Studio, Cognos Query Studio, Cognos Fast Track & Framework Manager, AS/400, SQL, Google Analytics, Unica, Excel, Access, Word, PowerPoint and Visio

Director of Database & Direct Marketing

Confidential, MN

Responsibilities:

• Saved the organization $250K and made the organization $3MM in Theoretical Revenue for new programming
• Developed Business Plans & RFPs for the 400K active person Identified the current and desired audience and drove profitable growth through customer acquisition, activation and fostering customer loyalty, as well as innovation for the core business and line extensions
• Developed targeted monthly appointment marketing programs and campaigns to support business priorities and optimize the productivity and loyalty of the customer database
• Provided strategic, consumer- and behavior- based insights and planning through robust data mining, methodic and accountable test and learn campaign development, and collaboration with Marketing and various support departments to automate and track
• Help meet business objectives by implementing CRM initiatives that provided a deeper understanding of the various customer types and the related growth opportunities
• As part of ongoing work and interaction with the broader team, identify new opportunities to use modeling and advanced analytics to drive business value and educate the organization about analytical concepts and thought processes
• Discover and translate customer insights into effective recommendations for Direct Mail, Email, Text, Phone Blast campaigns and messaging to the target audience
• Employ direct marketing and analytics best practices, segmentation strategies and predictive models to guide marketing communications and direct marketing plans

Technology Utilized: IGT, Mariposa Cubes v3.1, Patron Management, AS/400, SQL, Cognos Finance, Cognos Impromptu, Cognos Business Intelligence, Cognos Report Studio, Cognos Query Studio, Cognos Fast Track & Framework Manager, Aprimo, Access, Excel, Visio, PowerPoint and Word

Consultant - CRM/Database

Confidential, Mullica Hill, NJ

Responsibilities:

• Worked as an independent consultant for JP Morgan Chase, Eric N. Klein & Associate Personal Attorneys & Penn Lighting Co. to advice on CRM tools and functionality. Created data warehouses that will focus on optimization & parallel processing
• Created business plans that exceeded clients’ expectations to take their business to the next level which would create more of an intimate understanding of the database and establish an emotional connection between the brand and the customer
• Analyzed data on various digital platforms (i.e. SEO, E-Mail, IM, Banner Ad, Voice Broadcast etc.) and was able to report real-time on the campaigns’ performance
• Lead a team of Campaign Managers to develop strategically strong campaigns that supported the goals of various products within each respective organization. Tracked & analyzed categorical products in order to identify opportunities
• Established a creative cohesive story for multimedia aspects that reflected a clear proposition for the consumer. Maintained all KPI’s and influenced cross functional partners

Technology Utilized: Google Analytics, Access, Excel, Word, PowerPoint, Visio, GIS, Showcase

Manager of Database & Direct Marketing

Confidential, Wilkes-Barre, PA

Responsibilities:

• Saved the organization $500K and made the organization $15MM in Theoretical Revenue for new programming
• Developed business plan for the 350K database including the creation of specialized Marketing Campaigns, Direct Mail, Email, Text & Phone blast communications for 3 key segments of the database: acquisition, retention & migration
• Drove CRM initiatives to get a more intimate understanding of the database to form a stronger relationship with the existing clientele and to efficiently manage all of its’ content. Performed extensive analytic & strategic models on several aspects of the database and its’ competitors to highlight areas of penetration among specific Zip Codes & Metropolitan Statistical Areas while researching demographic profiles to look at trends
• Mapped key areas to give a visual display. Helped define the brand by creating world-class standards. Established program P&L and its’ associated EBITDA to predict ROI on current & future marketing programs. Subject Matter Expert on database with extensive experience on software module testing & implementation
• Created the pomp & circumstance through creative efforts to communicate to the database using multimedia outlets. Worked with several departments under the organizations’ umbrella such as the Call Center, Finance, Advertising, IT, & Promotions to consult
• Responsible for the 90 million client database for the brand. Created a business expansion roadmap that expressed predictive modeling in the marketing departments throughout the brand. Produced a marketing single enterprise Meta data repository for a quicker/better understanding of new data that resides within the warehouse
• Worked as a liaison between the Business Stakeholders and the IT Stakeholders. Constructed an international ready plan for marketers to establish a standard within the corporation. Established a life cycle for marketing programs tailored to property specific / strategic needs. Developed and sustained relationships between non-proprietary vendors
• Generated various ad-hoc reports at the request of management. Independently investigated problems assigned from the Vice President, determining method of research, data requirements and analysis techniques

Technology Utilized: Teradata Server, Teradata Query Manager, Teradata Minor, SQL, Cognos Impromptu, Cognos Business Intelligence, Cognos Report Studio, Cognos Query Studio, Cognos Fast Track & Framework Manager, Microsoft Word, Access, Excel, PowerPoint, Visio, Sales force, Showcase and AS/400

Manager of Database & Direct Marketing

Confidential, Atlantic City, NJ

Responsibilities:

• Administers and maintains programs for the 3 million active company database while ensuring its security & integrity. Identifies and designs detailed segmentation trend analysis for departments to make cost effective decisions based on findings (i.e. P&L margin)
• Responsible for overseeing Direct Mail, Email, Text, Phone Blast efforts. Communicates with Marketing, Finance, Planning & Analysis, Special Events and Promotions Departments to create options for growth and global appeal while executing set criteria to ensure the maximum amount of qualified gaming patrons receive a variety of invites & gifts to company/brand happening
• Compile “at a glance” representations of the latest data trend for internal customers to identify productivity while also gathering and researching historical data to use as a gauge
• Implements data models and templates to ensure a consistent outcome while helping to resolve and troubleshoot performance and data recovery issues. Institute monthly & quarterly National Change of Address (NCOA) updates and data hygiene practices

Technology Utilized: Cognos Impromptu, Showcase, Sales force Access, Excel, CMS, Outlook, VISIO, MS Word, SQL, AS/400, Unica, ACT, ACSC, LMS and EMS

Sr. Database Marketing Administrator

Confidential, NJ

Responsibilities:

• Extract data for mail list criteria and perform analytics to its’ associated program outcome
• Prepare graphical interpretation of raw data
• Considered a primary business stakeholder for the organization and gave direction for optimization and performance design
• Investigated and solved data quality issues & discrepancies
• Prepared ad-hoc analysis upon request
• Continual use & review of analytics and data to drive campaign ROI, performance and future strategy decisions
• Technology Utilized: Cognos Impromptu, Showcase, Sales force Access, Excel, CMS, Outlook, VISIO, MS Word, SQL, AS/400, ACT, ACSC, LMS and EMS
• Responsibilities included working as a Project Manager on the Phase 3 of the replacement items for the large - scale, Air - Traffic Control systems of all 24 FAA owned and operated sites under the Enroute & Oceanic divisions
• Worked as a liaison between the customer and the developer to sell - off product. Trouble-shooted legacy functions while performing debug runs and formal tests. Tested the hardware and software components based on the scope of work and produced “Stars Wars” like environment to test simulations.
• Wrote and created scripts and test plans, procedures & reports. In depth classical manual testing of software and hardware components and performed regression testing where needed.

Technology Utilized: EMC Symmetrix, VMS, VM, PAMRI, Ethernet Switches, Thin Clients, OIS Simulator, and UNIX Platform