Player Impact Program (PIP) Analytics

Fanatics is a leading online retailer of officially licensed sports merchandise and provides the ultimate shopping experience to sports fans. As a Top 50 Internet Retailer Company, Fanatics comprises the broadest online assortment offering hundreds of thousands of officially licensed items via its Fanatics (www.fanatics.com) and FansEdge (www.fansedge.com) brands. In addition, the Company powers the e-commerce sites of all major professional sports leagues (nflshop.com, shop.mlb.com, store.nba.com, shop.nhl.com, store.nascar.com, shop.pga.com), major media brands (NBC Sports, CBS Sports, FOX Sports) and over 200 collegiate and professional team properties.

I was EverBank’s first FTE in a web analytics role in company history. I created custom dashboards that communicated relevant KPIs to key stakeholders and produced a weekly web analytics review that updated executives on the companies web objectives.I was the administrator and primary user of IBM CoreMetrics and Google Analytics web analytics solutions. I was responsible for leading and improving the tagging methodology, and the management of user profiles.I played a role in the re-branding and re-design of EverBank’s website by providing behavioral patterns to improve the user experience and creating a strategy for analytics tagging. This project required delivering guidance to web designers and IT to successfully re-implement IBM’s CoreMetrics web analytics solution.

The Hamilton Collection is a subsidiary of the The Bradford Exchange and provides retail products in the collectable figurines, NASCAR® licensed collectibles, die-cast metal cars and trucks, and outdoor décor markets. In my role as a marketing manager, I was responsible for the creation of a marketing strategy and analysis for over 100 products in both the direct mail and online sales mediums. As a manager I created work schedules for the designers and copy-writers, analyzed the performance of both direct mail and digital campaigns, managed A/B and multivariate testing plans, and secured media buys in national media publications.

Harrah’s Cherokee is located in the mountains of North Carolina and is a subsidiary of Caesar’s Entertainment.My role in planning and analysis was to act as the liaison marketing and finance. I guided marketing managers through the budgeting process and provided research to optimize marketing campaigns.