Chris Potts Email & Phone Number

Chicago, Illinois, Us

Toronto, Ontario, Ca

I am the global lead across full-funnel, omnichannel digital media, SEO, measurement, brand insights, martech and adtech across B2B, B2C and B2B2C audiences. I strive to be best-in-class, driving ROI and business outcomes. I partner across this global organization to create and implement a unified strategy of integrated campaigns, KPIs, OKRs, data, reporting, test and learn, segmentation, and personalization. I am leading a global team of 48 media, analytics, SEO, brand, research, operations, and technology specialists across 12 markets in North America, South America, and Asia. Highlights so far include:• Secured executive approval for multimillion dollar investment to build a global in-house team from scratch (people, processes, tech and strategy), exiting external agency relationships• Outperforming PnL target by 17% and forecasted to surpass earnings target by 59%• 80% of campaigns across the globe exceeding previous agency baselines, including improved conversion rates by +23%, driving up to 3x leads, and achieving up to 30% more efficient CPAs• Leading global real-time optimization and ROI, including MMM and MTA, Brand value and dashboarding, driving optimizations that have improved ROI up to 22%• Leading global martech and adtech implementation and strategy to increase digital engagement and drive revenue (e.g., AI/ML, CDP, CRM, DMP, segmentation, personalization, attribution, cross-/up-sell, brand safety)• Building Global Brand Insights COE to develop market research initiatives focused on actionable insights using customer, sales, brand equity, social listening, industry and competitive trends• Defined and implemented streamlined global processes across Risk, IT, Finance and more• Received Marketing’s highest employee engagement score, throughout massive change, with 0% turnover and 100% client satisfaction• Global recognition, winning industry awards for excellence in in-house media operations, marketing transformation and increased performance

Toronto, Ontario, Ca

I led the media and analytics practice and provided scalable solutions that supported growth and business objectives. I leveraged insights to develop recommendations for technology, web/UX design, sponsorship, digital media and campaigns, creative, brand, content, product, and public relations. I used my diverse expertise to continuously drive improvements, established best practices, and created analytics solutions to optimize marketing capabilities within a budget conscious environment. I developed a team of eight managers, analysts and technologists.Achievements included:• Expanded the analytics team to include US Segment marketing analytics, integrating brand and product planning to enable data-driven decisions, resulting in a 14% lift in brand-attributed leads• Implemented identity resolution and real-time media optimizations to drive performance KPIs, improving campaign effectiveness by up to 12%, efficiencies by up to 32%, and buying power by 9%• Added website personalization and A/B testing, improving customer engagement by up to 56x, increasing qualified leads by up to 4x, and improved revenue per conversion by 1.5x• Connected user’s website journey across “what,” “how” and “why,” driving critical improvements to the websites, increasing self-service opportunities and reducing call center volumes

Toronto, Ontario, Ca

I was recruited to establish, build, and direct a brand marketing analytics division for John Hancock, and developed the vision and roadmap to align with key business priorities and goals. I led strategy development, measurement, vendor sourcing, benchmarking, KPI development, and reporting for omni-channel, full-funnel media campaigns. Grew and managed a team of six brand, CX and web/UX analysts, and marketing technologists.Successes included:• Improving analytics usage and leveraged data to deliver key insights, elevating perception of analytics across the organization while decreasing external agency spend by $1.5M YOY• Driving implementation of marketing technology and developing global standards for website tagging, personalization, and analysis to enable consumer segmentation• Developing the first measurement solution for global sponsorship portfolio, assessing the value and impact while maintaining KPIs despite a 20% budget reduction• Leading research initiatives to improve website engagement across content strategy, page design, and self-service opportunities (e.g., FAQs)• Implementing a self-service business intelligence portal to streamline reporting and enable greater access to data, increasing use of analytics company-wide• Establishing customer experience analytics for NPS reporting, enabling improvements to digital UI/UX, call centers, and faster resolution of customer issues

Boston, Massachusetts, Us

I oversaw measurement planning, insight generation, research and POV development, survey creation, and analytics management for clients in financial services, fitness, pharmaceutical, and healthcare industries. I partnered with clients and internal teams to influence key stakeholders and implement strategic improvements to drive client KPIs and achieve business objectives. I also supported cross-functional teams with account planning and execution, and contributed to new business pitches. I managed a team of seven focused on reporting, tagging, problem solving, and vendor management.Achievements included:• Providing business strategy and complex analytics planning using measurement, testing, optimization, and forecasting to enable breakthrough insights and improve business results• Challenging and developing junior team members through mentoring, training, and conducting team sessions for collaborative learning exercises

Philadelphia, Pa, Us

I directed the production of enhanced data products for a $10.2M client portfolio, comprising 77% of the company’s total revenue. I developed the vision and roadmap to create an Enriched Data team, while also defining operational standards for process, quality, measurement, and reporting. I provided subject matter expertise for new business presentations, customer support, product enhancements, and custom deliverables.Highlights included: • Designing and developing a customer-facing QA dashboard, utilizing SQL and Spotfire to provide insights and strategic recommendations for future planning• Improving the accuracy of data products from 72% to over 99% through ongoing configuration and quality assurance of client deliverables

Philadelphia, Pa, Us

Philadelphia, Pa, Us

Philadelphia, Pa, Us

Master Of Science, Ms, Electrical Engineering

Bachelor Of Science, Bs, Electrical Engineering

High School Diploma