Aaron Baker Email & Phone Number

Springfield Township, Nj, Us

Basel, Baselstadt, Ch

Leverkusen, North Rhine-Westphalia, De

- Established and maintained the measurement and AdTech infrastructure that built Bayer’s award-winning in-house media operations- Built, scaled, and democratized transformational media measurement and insights capabilities including audience reach, incrementality, media attribution, attitudinal measurement, MMM-compatible tactical measurement, and content optimization engines- Owned full-funnel marketing strategy, harmonizing conversion-tactics with equity-building high-impact creative and placements - Responsible for activating Amazon Marketing Cloud insights to enable more effective customer lifecycle initiatives - Built the first-ever ROI attribution methodology for HCP marketing campaigns designed for OTC products - Architected the insights engine that informed creative and messaging strategies that converted new customers into brand loyalists - Established the structure, guardrails, and measurement model for personalization, driving an 80% conversion lift- Bridged with external teams to architect highly efficient operating models and workflows with the in-house media team - Created financial operations system to organize and reconcile $500m of annual working and non-working costs- Established gross-to-net accounting for retail media investment, enabling Bayer to double media investment while raising ROI by 14%

Leverkusen, North Rhine-Westphalia, De

- Unified ROI measurement across all marketing channels including digital, television, eCommerce and retail media - Deployed an integrated on-demand media performance reporting service, spanning across all media investments. Democratized reporting access for 120-person marketing org - Served as a trusted, unbiased counterpart for media strategy to devise and deliver each brand’s integrated media strategy- Partnered with the in-house Advanced Analytics group to rebuild Marketing Mix Model measurement to surface ROI's at actionable grains that had never been measured- Key stakeholder of in-house CDP comprised of anonymized targetable ID’s, enriched with demo and purchase behaviors- Built the brand lift measurement systems that we eventually linked attitudinal results to tactical ROI measures - Co-author of a new product launch playbook and fit-for-platform creative best practices (social, programmatic, native, DCO)

Leverkusen, North Rhine-Westphalia, De

- Led the in-housing of digital marketing analytics and reporting, staffing against 7 specialized analytics managers - Wrote a Unified Tagging Handbook to align content naming taxonomies, interaction tag syntax, and media tracking synchronicity.- Deployed and scaled multi-touch-attribution (MTA) for digital media measurement and linear/non-linear television advertising- Prior to MTA measurement, built and democratized a digital media measurement strategy

Dublin 2, Ie

- Managed a multi-channel marketing department comprised of 7 people, while growing the agency offering to programmatic display media, paid social, and email marketing - Reinvented an analytics program by building standardized reporting and ROI-driven measurement strategies to create media performance accountability for all stakeholders and facilitate enterprise-level optimization processes - Wrote a Unified Tagging Handbook to align content naming taxonomies, interaction tag syntax, and media tracking synchronicity - Analyzed interaction behaviors to identify actions that contributed to higher conversion rates, ultimately informing how to optimize user journeys across a portfolio of branded and unbranded product websites- Oversaw the successful execution, management, and optimization of a multi-listing search strategy - Architected a global organic search strategy for commercial product websites across over 30 countries- Built a repeatable SEO technical audit program to improve website health and increase ranking keywords by 63%- Built a programmatic display offering comprised of contextually-targeting placements & Crossix audience targets which lowered CPA by 87%- Influenced senior leadership and LMR to launch alternate media buying models, audience reach techniques, and sales attribution

Scarborough, Maine, Us

- Brought forward multi-touch attribution technology to measure cross-channel buying behaviors- Responsible for managing and optimizing multiple CRMs to grow critical revenue streams, enabled largely by working with cross-functional stakeholders to maximize email delivery via feedback loop systems- Built an A/B testing mechanism to optimize the post-purchase upsell funnel.- Utilized programmatic buying tools that leverage rich media and video creative to engage prospects and create a multi-layer remarketing pool based on engagement levels (i.e. analyzing micro-conversions).- Increased my depth of on-site user experience optimization by focusing on eCommerce brands.- Expanded my media management capabilities to oversee 10+ external agencies across multiple media disciplines, giving me the opportunity to focus on high level strategy development while overseeing external execution.

- Served as the primary agency contact for multiple accounts and was responsible for their organic growth and maximizing retention through superb client satisfaction. - Infused technology-rich programmatic buying solutions with client's media portfolio to execute personalized remarketing campaigns that increased measurable back-end conversion.- Continued leveraging data insights to dictate optimal media investment and creative strategy that drives growth-oriented outcomes. - Expanded analytics exposure to segmentation and conjoint analyses to help clients find their target audience and key messaging tactics to engage/convert contacts.- Promoted and relocated to NYC office to further my involvement in creating multi-channel user experiences to attract, engage, and convert prospects.

- Served as the agency's first integrated account manager (responsible for both online and offline media efficiency). - Introduced to digital marketing by hands-on managing several clients/campaigns across multiple digital media channels including PPC, display, remarketing, and email marketing. - Installed the agency's first front-end to back-end data linking to drive more intelligent media optimization.- Championed the creation of offline secret shopper processes to create more accountability for our client's call centers.

Provided reporting and media analysis support for two Account Directors to ensure timely delivery of insightful reporting that tracks performance and advises internal and external stakeholders of campaign fluctuations.

Bachelor'S Degree, Marketing

Education record