Design, development and marketing

Design, development and marketing

Select clients: RNBW, usheru, Kahoona.io, Barkley, HAPPYBOND

Led the re-engineering of Analytics & Research teams across all UM clients to deliver consistency and high quality storytelling. Increased utilization and generated incremental revenue. Drove rapid adoption of Generative AI tools across the media analytics production line. Extensive working experience with American Express, Exxon Mobil, Accenture, Dyson, GrubHub, Rocket Mortgage and Emirates.

Recruited to manage 20+ global team to develop global data platform (ID & non-ID) supporting end-to-end media planning, buying and measurement.Developed closed-loop media and business impact measurement process and capability.

Recruited to manage 15+ data professionals drive adoption of M1 ID data platform deep into Dentsu agencies.Increased usage of M1 ID data platform by 300% and M1 platform revenue by 300%.

Recruited to manage 15+ measurement professionals to merge TV and Digital product groups, stabilize TV and Cross Media product development and production.Reduced costs by 25% and streamlined integrated production.

Developed and deployed pan-agency tools, systems and techniques for Strategy, Communications Design, Media Planning, Media Partnerships, Media Buying, Analytics/Attribution.Developed and deployed global workflow management application; connecting people, process & tools through complete planning/activation cycle.Developed “pitch winning” path to purchase and consumer insight application; providing deep insight into consumer journey, influential touchpoints media properties.Integrated Google data and products into Mediabrands’ tools, delivering $7 Million in annual partnership revenue.

Responsible for the growth of the analytics business. Led the development of pan-agency workflow application that connects our people, process and tools. Delivering consistency, visibility and collaboration to our people and clients around the world.

Managed 40+ analytics professionals: consumer and media research, social and digital analytics, attribution and modeling.Increased revenue from $8 million to $9 million.Agency leadership role: transformation strategy, re-organization, company-wide presentations & process training.

Responsible managing a team of 40+ analytics & research professionals. We measure how marketing works to drive business results (attribution) and use the measurements to deliver more business results (optimization), ultimately increasing ROI for our client’s media investments.Covering Paid, Earned (social) & Owned media, analytic methods include: Digital Analytics, Econometrics, Agent Based Modeling, Segmentation, Consumer Surveys, Machine Learning, Media Research.Specifically responsible for: revenue, costs, contract negotiations, hiring & managing staff.

Responsible managing a team of 25+ analytics professionals. We measure how marketing works to drive business results (attribution) and use the measurements to deliver more business (optimization), ultimately increasing ROI for our client’s media investments.Covering Paid, Earned (social) & Owned media, analytic methods include: Digital Analytics, Econometrics, Agent Based Modeling, Segmentation, Consumer Surveys, Machine Learning.Specifically responsible for: revenue, costs, contract negotiations, hiring & managing staff.

Sell and manage the delivery of marketing budget optimization analytics, software and advisory services for EMEA & Asia accounts.Specifically responsible for: revenue, costs, contract negotiations, hiring & managing staff.Tripled renewal rate by helping clients generate real business value from complex econometric marketing mix models.Generated and managed the delivery of $2.0 million of new business and hired the team to deliver it.

Sell and manage the delivery of marketing budget optimization analytics, software and advisory services for West US accounts.Specifically responsible for: business development, contract negotiations, analytic design, data transformation specifications, application of econometric models to resource allocation strategy, ongoing client development and team building.Generated and managed $1.5 million of new business.

Responsible for:CRM & Database Marketing (AEG)Marketing Research & Analysis (AEG)Ticketing Strategy & Business Development (AEG)Internet Marketing & Web Development (AEG Live)

Lead the evaluation and subsequent implementation of email marketing tools for AEG's volume and type requirements. Lead the feasibility and development of dynamic email marketing programs that drive ticket sales and develop relationships with AEG customers. Negotiated & implemented a new AEG/Ticketmaster agreement that increased ticketing revenue over 1 million dollars per year. Responsible for working with AEG Soccer Teams, AEG Live, etc. to increase direct marketing sophistication (i.e. database segmentation, split copy testing, response analysis). Responsible for AEG cross-marketing efforts to leverage AEG customer databases.

Leveraged database-marketing technology and processes to increase ticket, season membership, corporate, F&B, and retail sales at the Club (8) and Amphitheatre (15) venues. Directed the strategic use of ticketing inventory to leverage a new channel of communication with HOB customers and create competitive advantage. Stabilized existing IT systems while leading the design, creation, and extension of new enterprise-wide database marketing & membership sales systems. Improved the depth, flow & quality of customer information by closely managing supplier (Ticketmaster) and on-site data collection programs. Developed and executed strategic partnerships with MSN, AOL, and Yahoo Music to extend the reach of HOB offers and increase ticket sales.

Led the design, implementation, and usage of an enterprise-wide CRM System (e.Piphany). Established credibility with the key technology groups within WDIG. Developed and effectively communicated business requirements for the personalization strategy to executive management and IT. Pro-actively created and communicated a CRM Vision and Roadmap. Led the process to transform and expand the registration system across all WDIG properties. Led the process to integrate offline data into e-contact strategies.

Responsible for defining and implementing the database marketing function across the various WDIG brands. Responsible for selecting and deploying a Customer Relationship Management system (that supports the marketing information demands of WDIG. Includes: collecting and consolidating user requirements, project management of a software pilot, and business case analysis and presentation. Constructed customer datamarts using Transact-SQL on SQL Server 7. Used the datamarts to build statistical models of buyer behavior for e-commerce marketing strategy.

Produced logical, accurate, and timely analysis of customer information. Provided insight into customer behavior and network economics that supported the decision-making requirements of the Marketing department. Projects included: Customer Profiling, New Product Profitability & Impact on Product Mix, Diffusion of Innovations Analysis, Under-performing Market Identification, Priority Customer Segmentation, and the Market Driven Network Plan. Consolidated the analysis into succinct written and graphical marketing intelligence. Presented and advised executive management regarding the implications of the analysis on consumer behavior and marketing operations. Managed and prioritized the activities of two senior analysts.

Acquired and transformed customer data into marketing information. Efficiently manipulated 27 gigabytes of data into a Database Marketing Datamart. Produced logical, accurate, and timely analysis of customer information providing insight into customer behavior and network economics. Communicated the conclusions of the analysis to management through graphical presentations and reports. Managed all customer information based direct marketing activities including: list sizing, leads modeling and generation, customer contact management, and response analysis. Led and prioritized the activities of three analysts.

Produced market information and provided analysis of customer information pertaining to Sprint's local products and services. Developed and delivered direct marketing and market research lead lists. Acquired and transformed customer data into marketing information. Efficiently manipulated 27 gigabytes of data into a Database Marketing Datamart.

Developed, maintained, and improved econometric time series models forecasting customer service calls. Accountable for the tactical and operational allocation of 1,200 human resources. Processed responses, reported results, and statistically analyzed the customer service satisfaction survey.