Darren Klein Email and Phone Number

• Built new Digital Media, Insights, and Analytics (DMIA) team, modernizing Indiana University’s approach to marketing. • Identified new out-of-state growth target segment opportunity. Fall 2021 enrollments for that segment increased 20% vs. previous three-year average.• Led creation of IU-wide COVID Health & Safety campaign. IU maintained in-person operations throughout 2020-21 academic year. 70% of Indiana residents believe IU handled the pandemic well.

• Led creation and implementation of new brand strategy. Overall enrollment increased by 42% from 2013-2019 with increased quality, generating more than $60 million in incremental revenue. • Built newly centralized marketing and communications department comprised of 20 professionals, reinventing and integrating previously scattered job functions into one high-performing team.• Decreased incremental marketing cost/application by 17% by creating highly-compelling, student-focused content. Annual video viewership increased by more than 250,000.

• Created, and led team in implementation of, marketing strategy that led to 80% increase in enrollments and 30-point increase in GMAT average, despite flat target market growth and increased competition.• Developed marketing plan that resulted in over $5 of tuition revenue for each dollar spent. Results presented to IU Board of Trustees as a model of effective marketing.• Conceptualized and successfully pitched Kelley Connect Week, which reimagined the in-residence curriculum and experience. Enrollments increased by 20% in two years with higher student satisfaction.• Initiated the use of online recruiting events, allowing Kelley Direct to reach more prospects via the same technology they would use in program. Tools have since been widely adopted by online MBA industry.• Earned Kelley Staff Merit Award in 2010. Kelley School nominee for university-wide IU Staff Merit Award in 2011.

Developed marketing strategy and tactics focused on attracting Direct-Admit (DA) quality students to Kelley. DA enrollments increased nearly 20% in 2007.

• Led communications strategy qualification process for Lash Exact, the largest mascara initiative in Cover Girl’s history at the time.• Led innovative Competitive Response Model, which correctly predicted a major competitor’s response to Cover Girl’s Lash Exact launch. As a result, Cover Girl developed new competitive claims and executed marketing plans earlier, leading to increased sales of over $5 million.• Forecast volume for all new initiatives for Cover Girl, a $750 million brand.

• Created strategic target for Ivory through in-depth analysis of segmentation data and qualitative interviews. In the three years after brand began designing against the target, it grew market share for the first time in 20 years.• Led innovative advertising qualification plan for Old Spice Body Wash, which resulted in the highest-scoring copy test among male-targeted initiatives in the entire company. Once the ad aired, volume exceeded forecast by 100%.• Developed regression models to calibrate employee research data with general consumer data. Learning protects patent risk on upstream technology by allowing company to gain early, insightful data from employees instead of consumers.

Analyzed financial data in order to make underwriting decisions; contributed over $3.7 million underwriting profit to department over five year period.