David Brotherton Email & Phone Number

Armonk, New York, Ny, Us

Armonk, New York, Ny, Us

-- I lead a team of analytics practitioners/management consultants as part of a COE (Center Of Excellence) based in metro Columbus, OH (IBM North American Analytics Center-NAAC)-- My team and I design, build, implement and support differentiated, advanced analytics solutions for clients in a wide variety of industries--and act as SMEs to the broader IBM Global Business Services organization in these areas: -- Data Mining -- Predictive (Classification) and Prescriptive (Optimization) Modeling -- Descriptive (Statistical) Modeling -- Associative Modeling -- Segmentation/Profiling (Cluster) -- Choice Modeling (Conjoint) -- Strategic Insight Generation (Marketing/Brand Management) -- Survey/Sampling Design and Data Analysis -- KPI development and Optimization -- Enabling Fact-Based Decision Making

-- I helped set the strategic direction of the business from a marketing and sales perspective by developing and applying a deeper understanding of our shopper, business partner, and supplier network -- I leveraged my experience in consumer packaged goods marketing and analytic consulting to help grow the Shop24 brand, which is uniquely positioned to deliver automated retail convenience store solutions to varied business partners--including higher education institutions, mass transit authorities, and apartment/condominium management companies--whose publics are underserved by traditional convenience stores or similar amenities-- I led, managed, and directed our sales force, marketing team, and category management team, whom are focused on cultivating our brand and delivering value both in new store placements and increasing same store sales revenue

New Albany, Ohio, Us

-- I led marketing and consumer promotion activities for the largest retail category in the brand portfolio with over $150 million in sales, double-digit growth trajectory, and #1 national market share-- I controlled the marketing budget for the entire marketing function including working, non-working, and agency line items; and ensured that all allocated marketing dollars were in support of specific and measurable objectives in terms high efficiency, fitness for purpose, ROI, optimal mix, and scale. I spoke for Marketing's spending, forecasting, and cash management with finance and accounting teams-- I co-created the annual marketing plan and championed the brand in advertising, consumer promotions, shopper/consumer engagement, public relations, and related facets of the annual marketing plan-- I recruited and developed the next wave of marketers as a supervisor and ranking brand manager of the team. I professionalized the marketing function by incorporating best practices gleaned from prior experience with global brands and a Top 20 MBA education

Bothell, Washington, Us

-- I led primary and secondary research for all brand- and product-level initiatives including customer insights, product development, and customer satisfaction; forecasting; and brand development planning. I was the first to measure macroeconomic indicator correlation to business results to improve forecast accuracy. I also led tactical marketing initiatives including sports marketing, branded merchandise, and trade shows-- As Product Manager, Genie® brand, I was responsible for health and growth of half the brand's largest product category (aerial boom lifts), which includes sustaining and new product development on 9-digit annual net sales product line

Irving, Tx, Us

-- I led numerous projects, programs, and initiatives as part of the Kleenex® and Scott® brand marketing team including sports marketing, consumer promotions, experiential marketing, and digital advertising tactics -- I received Kimberly-Clark's 2007 award for best execution of an experiential or PR program for the 'Let It Out' campaign, a $1.2m national live event and PR tour; saved $3m annually on sponsorship fees by discontinuing poor performing sponsorships; and authored rollout plan of education loyalty program 'Box Tops for Education' for all K-C brands

Gb

-- I managed work engagements and supervised junior consultants to successfully identify business issues, implement solutions, and deliver concise, actionable data and recommendations-- The expertise I developed included primary and secondary research, statistical analyses and modeling, and database management using SAS

Executive Education, Leading Innovation Change

Master Of Business Administration (M.B.A.), Computational Analytics In Marketing

Bs, Social & Decision Sciences