Brady O'Brien Email & Phone Number

Chicago, Illinois, United States

Chicago, Illinois, United States

• Strategic lead for all brand awareness, customer acquisition, onboarding, retention & winback lifecycle marketing programs for 3 major PACCAR brands, which contributed to +$350MM digitally influenced aftermarket part.
• Led a team of 3 junior analysts to build, deploy, & analyze data-driven marketing campaigns across email, programmatic display, social, SMS, & website channels.
• Spearheaded audience insights research using survey methods, 3rd party customer profiling tools, & in-house client resources to: (1) size new audience opportunities & (2) build out customer journey maps that directly.
• Designed & implemented use of Dynamic Creative Modules for PACCAR brands into all email communications to better personalize content, which included ingesting 1st & 2nd party data to populate creative elements & help.
• Created & centralized PACCAR's Measurement Framework across all brands based on key business goals that led to deeper insights across departments & provided recommendations for which marketing programs to invest in for.

Chicago, Illinois

• Managed all batched & triggered email marketing deployments for PACCAR including advanced segmenting, A/B test design, & creative/messaging recommendations which led to both $365k incremental product sales in 2021 for.
• Used analytics resources like social listening & surveying to uncover customer behavioral and psychological insights that better informed owned & paid social creative strategy on Kimberley-Clark brands Cottonelle.
• Led paid media strategy for PACCAR with FCB media partners to implement new Look-A-Like audience targeting, dynamic social creative, & A/B test plans that led to +25% YoY increases in customers acquired, -32% reduction.
• Assisted with development & introduction of tiered loyalty program based on previous customer spend to reward key customer groups & help grow incremental product purchases by 5%.

Chicago, Illinois

• Oversaw strategic collaboration of content development & planned media investment between inter-agency creative teams & external media partners for Discover’s owned & paid media digital activations.
• Used Adobe Analytics to analyze & provide optimizations for relaunch of new Discover Global Network (DGN) website to better convert merchants into carriers of Discover Card.
• Assisted FCB data science team in development of Recommendation Engine to predict & personalize product offers featured on PACCAR’s website loyalty pages & email promotional content.

Chicago, Illinois

• Introduced new content ideas with A/B test plans to all of PACCAR’s monthly promotional & sales email campaigns which improved Click-To-Open (CTOR) rates by 25%.
• Designed & developed Tableau dashboards for PACCAR, Valspar, & Stericycle that included integrating all client data sources across CRM databases, Google Analytics, SFMC/Eloqua Platforms, & customer transactions to.
• Assisted in design, content & segmentation strategy, & deployment of new Stericycle email marketing program focused on converting acquired leads into customers & “win back” existing lapsed customers.

Greater Chicago Area

• Handled category management activities for Retail and Distributor automotive aftermarket customer accounts (NAPA, Advanced Automotive) including line review preparation and presentations, monthly/weekly point of sale.
• Identified key opportunities for Bosch sales team to help sell in new products lines to customers through use of market research tool such as POLK, NPD, & Nielsen Spectra.

Greater Chicago Area