Darren Stoll Email & Phone Number

Indianapolis, Indiana, Us

NextActiv is a strategic marketing and technical professional services firm focused on driving customer acquisition, engagement and growing wallet share through CRM strategy, analytics and customer experience management. We specialize in leveraging the Salesforce Marketing Cloud to achieve our client's objectives and are expert at maximizing the value of the Salesforce solution.NextActiv is data-driven, digitally-oriented, marketing-focused and committed to helping our clients grow their business through the delivery of great customer experience.

Stoll Consulting provides strategic advisory services focused on digital innovation, customer-centricity, high performance marketing and driving a business through data, analytics and technology. Specializing in e-commerce and retail, key areas of support include improving the digital customer experience, CRM program scaling, digital marketing, amplifying the impact of data and analytics and BtoB product marketing.

Managed the customer relationship across both digital and physical channels to maximize ROI and drive engagement, wallet share, and loyalty. Held marketing responsibilities for the delivery of the macys.com P&L. Drove internal monetization of customer data assets through analytics and data product management. Led 145 marketing, analytic, and technology professionals with direct reports including Manager of program management and VPs of retention marketing, customer decision science, marketing and business decision science, marketing effectiveness and marketing systems.

Led digital acquisition and retention marketing for macys.com / Macy’s Inc. with responsibility for driving customer engagement and wallet share across the digital and physical channels in addition to delivering macys.com sales and performance plan. Established and led macys.com / Macy’s analytics function across customer decision science, marketing and business decision science, experimentation COE, digital analytics and marketing effectiveness. Led technology / solutions function for marketing, analytics, experimentation, site personalization and customer data management.Oversaw marketing channel strategy and led efforts to deliver superior customer experiences across digital and in-store for customer acquisition, engagement / loyalty and sales results. Reported to President of macys.com.

Drove $900M in online sales and 37% customer growth through the application of analytics and addressable customer marketing supported by a best in class marketing technology tool set and solution ecosystem. Supported the effective scaling of the organization. Reported to President of macys.com, with direct reports including Director of Marketing Data Systems, Director of Marketing Effectiveness and Director of Email Marketing.

Extended depth, breadth and impact of analytics across macys.com organization. Enhanced understanding of the interaction between online and in store customer behavior, marketing effectiveness and capital investment decisions. • Through customer profile, customer behavior and response analysis, supported the development of strategic marketing plans to drive customer engagement.• Established direct association between online activity and purchase behavior in the stores. Extended to robust and stable statistical modeling approach and metric set with which to understand the value of macys.com to driving in store sales. • Developed fraud mitigation strategy and process to evaluate transaction approval• Drove customer path analysis and overhauled landing page experience (24%+ in conversion)• Integrated digital customer database with enterprise data environment, driving requirements and enhancements, consultant and contractor management, updating ETL processes and improving individualization quality• Participated in organizational task forces to improve employee training, communication, development and recognition• Led modeling and simulation efforts for shipping cost and revenue decisions

Take blank slate opportunity to develop marketing and analytic approaches and solutions to drive growth in the data rich digital space. Define analytic methodologies, governance and decision application standards to guide marketing program planning, performance assessment and tactical execution. • Initiated and managed consulting engagement to build out a customer analytics and marketing data environment incl. requirements, qa, data integration scripts and batch based processing routines• Worked across marketing team to define process and strategy for customer and campaign management• Managed email campaign execution across customer data, content meta data, segmentation and channel integration• Developed customer level assortment model and optimization approach that was applied to product buying and site merchandising decisions• Championed affiliate marketing as a growth opportunity. Conducted RFP to select vendor and managed program launch• Responsible for daily macys.com metric planning and reporting • Built and maintained cross functional business kpi dashboard and reporting suite• Business owner of web analytics solutions, acting as product manager in building enhancement roadmap, securing capital and expense budget, and managing ongoing cross functional support• Defined, reported and planned performance metric set for customer and credit services function• Helped to guide and establish key strategic partnerships with shopping, isp and portal sites• Determined, evaluated and optimized marketing and merchandising strategies with digital marketing publishers• Developed marketing partner tracking solution and report set to understand net sales tied to marketing programs. Leveraged as point of systemic financial reconciliation for revenue share programs• Led efforts to enhance and improve data integration between enterprise systems, resulting in more timely customer welcome and more robust customer data management processes

Expanded responsibilities to manage email marketing program and customer analytics to support. Guided display advertising investments, eliminating under-performing publishers and guided the expansion of key partnerships.• Launched Macy's affiliate marketing program• Responsible for daily macys.com metric planning and reporting • Built and maintained cross functional business kpi dashboard and reporting suite• Business owner of web analytics solutions, acting as product manager in building enhancement roadmap, securing capital and expense budget, and managing ongoing cross functional support• Defined, reported and planned performance metric set for customer and credit services function• Helped to guide and establish key strategic partnerships with shopping, isp and portal sites• Supported efforts to enhance and improve data integration between enterprise systems, resulting in more timely customer welcome and more robust customer data management processes

Brought on as first analyst (26th employee) at macys.com. Developed analytical approach, reports and data structures to support analysis of marketing and customer.