Greg Light Email & Phone Number

Responsible for marketing analytics and customer insight for pharmaceutical, automotive and retail verticals. Develop complex CRM marketing campaigns that incorporate Digital Media, Direct Mail and Email to drive customer engagement within the brand. Strong focus on using Business Intelligence and data analysis to determine campaign response rates, lift over control, success of A/B testing initiatives and analysis of surveys and market research. Determine ROI, LTV and other KPI success metrics. Use Cognos, PL/SQL, MS SQL and the full Microsoft office suite to develop and present BI insights. Work closely with account services, creative, and internal and external production vendors to develop the appropriate marketing strategies to meet the client’s revenue goals. Develop project budgets and ensure the work is completed within budget, and on time.Interface with external client brand managers to ensure the analytical insights are focused and provide actionable insights to change marketing direction as needed.

Responsible for design and development of marketing databases for multiple clients across a broad range of vertical businesses, including health care, automotive, insurance, telecommunications and pharmaceutical.Manage staff of senior level developers to deliver projects and solutions on time while maintaining a strong focus on data integrity and quality output.Transition of existing clients from a Mid West company location. Greatly decreased time to market and increased overall client satisfaction.

Responsible for converting mainframe direct mail applications to client server. This conversion effort resulted in reduced hardware costs, increased data quality and improved process auditing and reporting. It also increased employee morale and skill sets. Led development of staff training in using new tools and technologies to improve data quality and data processing standards.Responsible for new client development including job costing, program definition, development, execution, fulfillment and reporting, as well as scheduling of personnel and laser printing resources to ensure that project schedules were met.

Managed a team of mainframe programmers through all facets of direct mail execution: File conversion, address standardization, segmentation, postal presorting, laser personalization, fulfillment and response reporting.Worked hand in hand with Account Executives, Creative departments and Production departments to make sure that both the data and the hardware could support the needs of the client’s marketing programs.

Responsible for creation and execution of complex direct mail campaigns, interfacing with both internal and external lettershops and forms vendorsRe-engineered COBOL personalization program to reduce development time of custom laser personalization by over 50 percent.

Utilized suite of Group1 products and custom COBOL programs to develop and execute direct mail campaigns from start to finish

Responsible for several key client relationships. Utilized Group1, COBOL and other programming utilities to delivery high quality results under tight deadlines

Developed custom fonts, logos and digitized signatures to improve the quality of personalized direct mail pieces. Implemented electronic digitization program to decrease development time of new fonts and logos by over 75 percent