Brett Hightower Email & Phone Number

Seattle, Washington, Us

Responsible for building the Nordstrom Digital Marketing Enablement team from the ground up, including: audience management and data governance, data integrations (including Google Analytics), Product & Engineering cross-functional relationship, Privacy & Security strategy and compliance, UTM taxonomy strategy, and platform and analytics consulting.- Owned end to end Martech data ecosystem strategy and drove thought leadership on the future of Digital Marketing for Nordstrom, including a cookieless future.- Lead privacy strategy and compliance for Digital Marketing, including the implementation and management of iOS 14, customer consent preferences, and more.- Responsible for audience creation and implementation of new audience strategies and governance to provide a customer-centric digital marketing experience while also expanding marketing channel usage.- Collaborated with marketing channels, analytics partners, engineering, and vendors to build a best-in class tech stack strategy that enabled efficient performance, was durable in the face of privacy and data headwinds, and allowed for scalability across partners to continue testing and improving channel capabilities.- Created a forum and process to collaborate with internal Engineering and Product teams to consolidate and prioritize Digital Marketing needs across all channels- Managed Google Analytics (GA360, GA4) implementation, maintenance, and updates across all Nordstrom properties- Established and implemented UTM taxonomy strategy across Digital marketing, providing standardization, scalability, and flexibility

Seattle, Washington, Us

Seattle, Washington, Us

-Coordinated the execution and activation of audience builds across various data providers, activation platforms, and the Starbucks Analytics team to ensure timely and accurate delivery of scalable audiences.-Collaborated in developing 1st and 3rd party audience targeting across all media campaigns and channels on the Starbucks account, as well as awareness efforts for the REI account.-Explored and evaluated the 3rd party data landscape, serving as the subject matter expert for the client team.-Worked with the Starbucks Media team to utilize and grow 1st party data and DMP usage through targeting, testing, and measurement strategies.-Aided the Starbucks Customer Analytics team in standing up closed loop measurement and attribution for paid media. Defined areas of weak matching, developed strategies to improve match rates and minimize impact of matching loss throughout the digital media ecosystem and presented that information to VP level management.-Monitored and reported on performance of acquisition efforts for Starbucks Rewards App membership, looking to increase app installs and drive a more efficient cost of Active Users.-Analyzed the health of REI's DMP, looking at movement of prospects through the retention funnel, as well as the sources driving increased REI site activity and overall brand awareness.-Managed and leveraged look-a-like models to create target audiences for media activation.

-Owned campaign segmentation, targeting strategy, reporting, and analysis for all campaigns across various channels.-Collaborated with client-side management to incorporate campaign learnings into program strategy; as well as test and solve customer experience questions using data analysis and market research.-Implemented targeting and channel optimization strategy for campaigns of over 10 million customers, driving millions of dollars in incremental revenue for the client.-Managed the development, implementation, and utilization of a multi-platform automated campaign reporting system serving all agency clients.-Worked with senior management to build a Tableau dashboard infrastructure for the largest client, allowing for overall account analysis with views across multiple campaigns and programs.-Created email business rules and worked with the deployment vendor to ensure proper implementation of campaign segmentation.-Designed testing strategies to ensure clean, actionable results could be taken and implemented back into the programs.-Created and implemented a fully dynamic email program, pursuing a more personalized and targeted customer experience.

Pullman/Spokane/Tri-Cities/Vancouver/Everett/Global, Washington, Us

-Determined the market value and patent portfolio potential for inventions and discoveries created by professors and departments from Washington State University.-Performed intense market research to determine success of product in market.-Worked with PhD candidates and lawyers to help value and close a multi-million dollar technology purchase from WSU.

Seattle, Washington, Us

-Under the Director of Analytics, aided in reporting and analysis for the retail planning and allocation teams.-Reconstructed data for Tableau to better predict impact of seasonal promotions on total merchandise sales.-Analyzed sales figures to help determine product volume allocation across national retail stores.

Shadowed many aspects of the wholesale shoe industry, including pricing with Chinese manufacturers, inspecting products for technical issues, designing and developing products for customers, and working in sales to provide customers with products that fit their target market and buying plan.

Master Of Business Administration (M.B.A.), Data Analytics

Bachelor Of Arts (B.A.) - Apparel Merchandising, Apparel Merchandising