David Smithwick Email & Phone Number

Chapel Hill, Nc, Us

Manage CRM email campaign development and reporting capabilities for Ally Auto and Lending Marketing. Successful in increasing customer engagement and revenue.* Collaborate with business partners in Sales, Product Management, Risk, Analytics, and Marketing leadership to understand business goals to drive brand awareness, retention, multi-product customers, and ultimately revenue while managing risk.* Work with partners to create strategy to meet business objectives. This includes determining types of outreach (customer journey that includes onboarding, upsell, cross-sell, surveys, servicing, etc.), opportunity assessments, determining target populations and exclusions, frequency and timing of outreach, forecasting results, control testing, A/B testing, reporting, and analytics. * Determine data needs, availability, access, data quality, and gaps through working with data partners.* Develop processes that gather, manipulate, and migrate data from source systems to the team platform.* Develop efficient, scalable, and repeatable campaigns and measurement for a variety of Marketing programs. * Collaborate with partners to determine reporting methodology for key programs: KPIs, measurement time period, frequency of reports, delivery method.* Develop dashboards using SQL Server, SAS, and Power BI.*Automate campaigns and reporting after thorough testing. * Train direct report on analytic methodologies, data visualization, and presentation skills.

Led the Advanced Listening process monitoring within the Complaints Data, Analytics, & Reporting team* Project prioritization, capacity planning, and auditing for a squad that develops, produces, and analyzes the following: * model performance reports for monthly review by model risk team, model oversight team, and data scientists * daily control reporting for the many data processes, models, tables, and sandboxes employed by the team; automated alerts are created to notify stakeholders of missing data, failed processes, and metrics outside of the expected range so that analysts can respond appropriatelyDeveloped and maintained automated reporting using SAS and Tableau. Reports supported customer complaint capture and remediation efforts, including QA reviews.

Led a geographically dispersed analytics team, supporting all aspects of marketing measurement, that informed customer marketing strategies and identified new growth and profitability opportunities. Lead analyst for the mortgage marketing measurement team for years prior to becoming the team leader.* Provided strategic thought leadership and influenced business partners to implement strategies based on data-driven insights to maximize marketing effectiveness. This included translating complex technical ideas in relatable ways to leadership and partners.* Hired and developed junior analysts. Provided education, vision, leadership, and ongoing feedback.* Built successful relationships with key stakeholders, both internal and external to the Marketing team, to help drive results and successful outcomes. * Guided the organization as to the optimal levels of program investments across multiple business initiatives. Factors included forecasted lift over holdout, ROI, and resource allocation.* Consulted with partners on opportunity assessments and analytic requests to define business problems, measurability, sizings, test designs, and actionability of results. * Developed and implemented best practices and auditing strategies to increase accuracy, attention to detail, and efficiency in reporting and analytics in order to reduce risk while increasing production.* Cross functional partnering with data and reporting teams to augment the campaign reporting framework that served as the foundation for much of the team’s measurement. Enhancements included additional KPIs (spend, NPV, ROI), trends (year over year, comparisons to recent campaigns), more customized measurement by campaign program, and efficiency measures that reduced human effort and risk. This led to greater self-serve capabilities for partners and analysts, accelerating strategic development while reducing ad hoc analytic requests.

Provided reporting and analytics for the Wholesale Bank and the Community Bank to support key decisions and business initiatives. Regular duties included customer segment profiling, creation of targeting lists, and various standard reports by product, geography, team, banker, and customer segments.

Master Of Science, Information Science

Bachelor Of Music, Education