Colin Shepherd Email & Phone Number

Menlo Park, Ca, Us

Durham, North Carolina, Us

Ran Revenue Team* In charge of 30 person team including Data Science, Marketing, Business Development, Sales, and Customer Success* Direct manager for up to 8 employees, including 4 Vice Presidents* Produced top four quarters in company's history without growing headcount or expenses* Rolled out first ever revenue goals as a motivational tool resulting in increased engagement company wideCreation of Sales Team* Oversaw the creation and growth of a new sales team: Hiring VP of Sales, proof of concept experiments, design of compensation plan, overseeing of staff growth, providing support from other departments, and championing efforts at the C level* Focus on maximizing value of inbound demand, current customer upsells through account reviews, and winback/cross-sell outbound strategies* Utilized predictable revenue sales methodologies* Effort grew from start to account for ~30% of new recurring revenue Replacement of VP of Business Development* Acting VP of Business Development (September 2016 - April 2017) following the departure of previous leader * Oversaw hiring of new VP of Business Development including candidate sourcing, initial phone screens, and onsite interviews* Managed and grew relationships with key corporate partners* Signed company's first deal outside Real Estate (Supreme Lending in Mortgage) * Signed company's first listing automation deal (@properties), which became the framework for Adwerx EnterpriseUnification of Marketing Team* Inherited two teams (Corporate Marketing and Product Marketing) with conflicting goals and misaligned priorities resulting in inefficiency and confusion for employees. * Aligned the goals of both teams and shifted the composition, eventually allowing for unification as a single marketing team

Durham, North Carolina, Us

Creation of Data Science Team* Company expert for all data driven exercises - product & marketing AB testing, product pricing optimization, data driven marketing strategy formulation, display ad lift studies, etc..* Refined marketing attribution methods - moved from first to last click attribution. Implementing basic multitouch attribution modeling* Built cloud based data warehouse to support analysis - Tableau and Periscope sitting on top of Amazon Redshift* Hired and trained data scientists to scale analysis efforts* Needle moving data driven successes: pricing change that increased ASP, LTV, and margin, identification of a marketing strategy allowing the creation of a recurring source of new recurring revenue through triggered emails, shifted e mail strategy to current customers toward higher impact emails (less e mail and more revenue), increased margin through identification of product malfunctions Strategic Lead for Business* Evaluated directions for company including new verticals and product expansions* Developed business models and KPIs for SaaS business with added scarcity component* Created and led biweekly company wide KPI meetings to engage and educate employees on metrics

West Chester, Pennsylvania, Us

Business lead for QVC – Convertro relationship• Implemented Multi-Touch Marketing Attribution for QVC digital business, including impact of TV• Led weekly modeling discussions with Convertro • Presented methodology to senior executives (VP and C-level)• Led meetings to assist teams in implementing new tool and analyzing attribution dataRan paid social program for QVC.com• Generated over $20M in sales (+450% Year over Year) while exceeding return on ad spend (ROAS) targets• Implemented advanced Facebook marketing features: Custom Audiences, Look-A-Likes, Website Custom Audiences, video advertising, mobile advertising, and Facebook Exchange (FBX)• Managed relationships with social advertising platforms: Facebook, Twitter, and Google• Implemented ad programs focused on company initiatives: strengthening relationship with key customer segments, building a TV independent digital business, and new customer acquisitionQVC Marketing Technologist• Built xml feeds for display ad programs• Created databases of Google API and Facebook API data for SEM and organic social programs• Shared insights between CSE and social ad programs• Facilitated understanding of the impact and measurement of display advertising• Stakeholder in marketing platform development: RFP process, and implementation team for Multi-Touch Marketing Attribution and Campaign Management projects

West Chester, Pennsylvania, Us

Head of Product Analytics for QVC toGather• Developed business model for new social shopping site QVC toGather• Deployed analytics/tracking implementation for new site: Google Analytics, IBM/CoreMetrics, MongoDB event tracking system, and Kimball star schema data warehouse in SQL Server with OLAP cubes• Built dashboards to track KPIs and keep senior executives informed• Point of contact between QVC toGather and QVC Digital Analytics teamRan External Marketing for new social shopping site QVC toGather• Launched and ran external marketing for new site: SEO, SEM, and Facebook Advertising• Implemented tracking pixels for optimization: landing, registration, product view, and purchase pixels• Acquired 100,000s of registered users, 80% with a new to QVC e mail address, in 3 months • Reduced Cost Per Acquisition (CPA) for site users by 3x through onboarding flow improvements, creative and messaging iterations, and refined targeting• Engaged and managed 3 Facebook Preferred Marketing Developers (PMD) in a bake-off: negotiated contracts, managed relationships, designed campaigns and objectives, and measured performance • Ran campaigns for user acquisition, user re-engagement, direct sales, and customer acquisition

Us

Acquired by QVC January 2013Head of Search Engine Marketing (SEM) and Facebook Advertising• Created a revenue optimized version of oodle.com to maximize Revenue/Visit for paid traffic• Established and ran profitable SEM with $3.5M/year in revenue • Ran social advertising program for Facebook Marketplace Application including newsfeed, right hand rail, and sponsored story ad products• Measured and optimized viral marketing loops within Marketplace social classifieds applicationHead of Product Analytics for Oodle.com and the Facebook Marketplace• Defined and refined Key Performance Indicators (KPIs) within the company• Performed deep dive analyses to better understand site behavior, identify high revenue/engagement user segments, and find areas of weakness for sales and product teams• Created dashboards to inform executive, product, and sales teams on website trends and KPIs • Designed, implemented, and analyzed statistical tests for marketing and product initiatives• Maintained and expanded Star Schema (Kimball) Data Warehouse built on Microsoft SQL Server 2008 platform• Developed OLAP Cubes in Analysis Services including semi-additive measures/MDX• Used Integration Services (SSIS) to construct ETL flows and perform administrative duties

Bozeman, Montana, Us

• Member of 3 person team responsible for analytic design and development of Fair Isaac Click Conversion Score currently employed in the ValidClick AdExchange• Built database for analysis of ValidClick AdExchange, a real-time, data intensive system• Augmented and applied internal portfolio optimization techniques to myFICO.com SEM portfolio• Expanded myFICO.com SEM campaigns with long tail keyword expansion• Analyzed search query data to build a behavioral targeting scoring system• Designed and executed experiments to find underlying mechanisms for Google AdWords Quality Score• Patent application 2009/0106103 “Click Conversion Score” J. Milana, B. Popescu, C. Shepherd• Finalist, Fair Isaac Innovation Award• SPOT Award for Outstanding Project Achievement

M.A., Physics

Bs, Physics