Drew Shoemaker Email & Phone Number

Philadelphia, Pa, Us

Research leader directing an insights team and program. Responsible for the branded customer insights community, gleaning and reporting on the “which, what, where, when, how, and most importantly WHY?” consumers think, feel, and behave; and acting as a strategic consultant to stakeholders across the business with regards to key questions and opportunities for a plethora of media/tech products, services, and experiences.o Manage a consumer insights team that includes researchers, data scientists, and customer support staffo Primarily responsible for leading 150+ primary research studies per year, ranging from ad hoc quick polls and focus groups, to ethnographies and multipart longitudinal tracking studieso Develop, execute, analyze and report out research and insights end to end, from both proactive and stakeholder requested projects, to inform and impact business strategy and tactics related to topics such as: sales and marketing drivers and trends, customer experience; competitive intelligence; product and brand awareness, usage, sentiment and impacto Deliver insights on topics including: loyalty/rewards and base management; sales/marketing monetization and acquisition; customer experience; brand awareness and perception; product/UX; value proposition; competitive; customer journeys; digitalization and channel optimization; comms and message testing, pricing and packaging, tech adoption; etc.o Direct the 60k+ member branded VOC customer insights community and its complex operations, actively interfacing with customers while networking throughout the business to develop and execute strategic market research projects that impact business decisions.o Manage all research including partner projects: (e.g. Xfinity Cable/Internet/Mobile/Home, EffecTV, Universal Pictures, NBC Sports, Peacock, Telemundo, etc)o Run the customer trials program, focused on testing Comcast products prior to go-to-market launch (e.g. Xfinity Flex, Peacock, Xfinity Rewards, etc)

Philadelphia, Pa, Us

Managed customer research operations, customer panel, and departmental OPEX budget and contracts.■ Managed customer insights community/research panel operations and service vendor relationship■ Worked with stakeholders and partners across many business units and corporate properties to facilitate research requests and to develop studies and insights to answer business questions■ Managed team of data analysts and engineers responsible for processes related to ETL and data integration between disparate internal databases and multiple customer survey platforms■ Drafted, programmed, and fielded rigorous quantitative and in depth qualitative market research studies■ Analyzed, reported and read out research study results with an eye towards gleaning and activating on actionable insights to drive key business initiatives■ Maintained departmental OPEX budget. Coordinating with Vendors, Internal Stakeholders, Legal Counsel, Procurement, and Finance teams to facilitate proposals, and execute and process MSAs, Consulting Agreements, and SOWs.Highlighted Projects:■ Ran multiple Insights Community recruitment campaigns across channels, resulting in 100k+ new customer panelists■ Led a project with a cross-functional group of data scientists and studio executives to design and execute a trailer test of a film (that would go on to win the Academy Award for Best Picture), and to segment audience groups for a pre-release marketing campaign based on customer set top box viewing habits and genre/content preferences.■ Operationalized the migration and automation of 2 longitudinal telephone studies focused on customer churn and acquisition, to a digital platform, while integrating internal data and analytics with research survey responses and reporting via real time dashboarding.■ Lead studies on: Movers experience and journey, Tech adoption, Competitive Offer testing, Product awareness/usage/sentiment, new product experience, etc.

■ Develop sales/ marketing lists and campaign reports in a consultant capacity aimed at maximizing lead generation, sales and ROI■ Work closely with client: sales; marketing; and business executives, to understand campaign requirements and business rules in the context of industry best practices■ Oversee campaign reporting and analysis utilizing SQL Server Data Tools ■ Research/ Due diligence to determine potential data-sources and KPIs ■ Consult on client CRM management , working with and training end users to efficiently leverage data and standardize input■ Design SSIS packages and utilize ETL data flows to transform and migrate data between SQL server and Internal/ Client CRM systems■ Create embedded and shared datasets using SSRS, and automate delivery of scheduled reports■ Create Ad Hoc and Canned BI Reports utilizing aggregated datasets to measure marketing campaign performance and isolate KPIs■ Develop financial reports, sales analysis and forecasting reports in Microsoft Excel/ PowerPivot, utilizing pivot tables, lookups and charts, featuring projected and actual revenues■ Create OLAP data-cubes for data analysis in SSAS■ Manage systems oriented projects through System Development Lifecycle■ Execute QA test cases and report validation to ensure data integrity ■ Devise and implement: Multi-touch marketing; Lead generation/ Qualification; Event, and Nurture strategies for a range of clients in B2B Energy Contracting Markets. Develop and campaigns and programs based on projected pipeline value and conversion rates ■ Manage Campaigns designed to: drive qualified traffic and conversions; generate and manage viable leads; and increase revenue pipeline■ Analyze utility programs to define target territories and produce prospect heatmaps■ Create dashboards for reporting and analysis■ Manage SEM (SEO/PPC) campaigns to optimize ROI, using analysis and benchmarking to identify KPIs

Philadelphia, Pennsylvania, Us

■ Managed multichannel lead generation and sales prospecting campaigns relating to SaaS enterprise solutions for Microsoft and SAP Corporate and VARs/ISVs■ Hired and managed a team of up to 20 Brand Representatives devoted to market intelligence and vertically oriented segmentation based on BANT qualification criteria■ Managed Account Executives focused on generating sales leads with C-level executives on Enterprise and SMB market Accounts■ Built automated reports for effectively communicating AE performance metrics and production to Executives and Clients on a weekly basis■ Responsible for campaign revenue recognition and ROI- reporting directly to the CFOProduced and managed vertically focused marketing lists, data sets and heat maps to highlight optimal sales opportunities■ Generated, QCed and presented client deliverables, including: Real time reporting; Analyzed data-sets; Qualified leads and Nurture Campaigns. ■ Worked closely with inhouse Siebel CRM (Oracle) implementation team to maximize database integrity/ deduplication, and user functionality