Marketing Analytics and Customer Retention Leader
Extensive success evaluating data to enhance marketing and customer loyalty programs.
Insightful and analytical marketing leader with expertise in development of effective customer acquisition and retention programs. Adept at design and implementation of techniques to measure impact of marketing and customer relationship management (CRM) strategies and ensure alignment with business goals. Proven ability to conduct research, evaluate data, and identify actionable insights into customer satisfaction and behaviors. Leverage communication and interpersonal skills to consult with clients, build strategic partnerships, and collaborate cross functionally.
Highlights of Expertise
- Strategic Planning, Goal Alignment
- Digital, Mobile, Web Analytics
- Customer Relationship Management (CRM)
- Business and Data Analysis
- Budget Allocation/Optimization
- Retail/E-Commerce Marketing
- Marketing Campaigns / Loyalty Programs
PointSource/Globant, Raleigh, North Carolina
Led analytics program for United States provider of enterprise digital transformation solutions to insurance, retail, and supply chain clients.
DIRECTOR, ANALYTICS (2015 to 2018)
Orchestrated program to define and report effectiveness of digital transformation software solutions customized to address specific client needs. Collaborated in an agile development process and led implementation of application measurement solutions and generation of client return-on-investment (ROI) rates. Consulted with clients to support user-focused software initiatives by providing marketing and analytical expertise for user-centered design.
Facilitated six client workshops to align stakeholders with strategic and immediate goals and to design roadmaps defining capabilities and steering internal digital transformation and analytics practices.
Launched industry-segmented program for nurturing warm leads and created strategy for engaging prospective buyers to drive increased annual sales.
Advance Auto Parts, Raleigh, North Carolina
Expanded and enhanced customer appreciation program for largest automotive replacement parts and accessories retailer in United States.
MANAGER, LOYALTY PROGRAMS (2015)
Collaborated with IT team and external vendors to introduce corporate loyalty programs and perks into e-commerce channel. Conducted analyses of market and company sales data to identify and implement customer experience incentives. Implemented improvements to digital and retail point-of-sale processes for improved shopping and purchasing experiences. Administered $18M annual marketing budget and managed promotional vendors, consultants, service agencies, and printing service providers.
Quadrupled participation in Speed Perks customer loyalty program to over 8M members.
Maintained significantly higher-than-average number of shopping basket items and frequency of purchases for members versus nonmembers.
Drove new-member acquisition rate to 36% of transactions with launch of multiple employee enablement programs.
Capstrat/Ketchum, Raleigh, North Carolina
Formulated strategy to improve marketing initiatives for clients of major, geographically diverse PR agency.
CRM STRATEGIST (2012 to 2014)
Conducted research and analyzed data for existing and prospective clientele and investigated customer data for development of CRM and automated marketing recommendations for clients such as Lenovo, Blue Cross Blue Shield of North Carolina, University of North Carolina at Chapel Hill, and AICPA. Devised lead identification and engagement strategies based on market research and data analytics.
Created marketing profile to target prospective students most likely to attend UNC.
Evaluated user data to create data unification and communication strategy for web properties.
Conducted SEO analysis to develop strategy for maximizing search engine placement results.
Burt’s Bees/Clorox, Durham, North Carolina
Led consumer engagement and e-commerce shopping campaigns for international personal-care products manufacturer.
CRM MANAGER (2010 to 2012)
Initiated and managed e-commerce marketing and promotional campaigns supported by email marketing strategy. Managed integration of campaigns across multiple shopping platforms.
Spearheaded project to integrate customer service database, customer reviews of products, and shopping data into enterprise data warehouse (EDW) resulting in comprehensive understanding of consumer segmentation and factors impacting consumer shopping behaviors.
Drove 20% year-over-year (YoY) increases in e-commerce revenues through launch of promotions and marketing campaigns with increased consumer impact.
The Body Shop/L’Oréal, Durham, North Carolina
Spearheaded program to engage shoppers, develop brand and retailer loyalties, and increase shopping frequency for this international skin care and perfume company.
CRM Manager (2007 to 2010)
Managed corporate North American loyalty program by implementing segmented direct marketing strategies. Coordinated multiple member appreciation events and mall makeover tour in three countries.
Designed and led execution of one-to-one marketing initiative with personalized customer appreciation campaigns resulting in 31% increase in incremental member spending.
Utilized Siebel marketing platform to segment customer list and compile data for performance reporting.
Senior Circulation Analyst | Office Depot, Boca Raton, Florida
Assistant Communications Manager, CRM Insights Analyst | Slim-Fast Foods/Unilever, West Palm Beach, Florida
Education & Credentials
Master of Business Administration – University of Florida, Gainesville, Florida
Bachelor of Science in Communications Media – Indiana University of Pennsylvania, Indiana, Pennsylvania
Certification: Advanced Google Analytics
Technical Skills: IBM Watson Campaign Automation, Silverpop, Marketo, Act-On, Salesforce, Seibel, Data Studio, Google Tag Manager