Hands on manager of end to end digital and CRM audience development, A/B testing and measurement. Created industry leading customer lifecycle segmentation framework, subsequently adopted by the company as the source of truth of the active customer health. Built statistical cluster analysis that segments the customer base into 7 distinct audience groups applying eMail, Meta, Google Ads and site experience sub- targeting to optimize engagement and conversion. Built custom Best Customer LAL Models for Paid Media Prospect Targeting. Developed core reporting packages for Executive Leadership that includes a (1) Weekly Performance Recap of Financial, Operational and Merchandising KPIs, (2) Daily and Weekly Channel Performance and (3) Daily Sales Forecasting to track daily net sales against plan. Successfully launched a RUSA DM Catalog that generated a 3.9 ROAS. Manage successful Digital to Direct Retargeting program that generates a 2.96 ROAS. Collaborate with Performance Marketing, CRM, Merchandising and Operations providing insights on the state of the business and the customer to create cross functional growth strategies. Manage customer research to optimize competitive customer intel. Hands on heavy user of GA4 developing custom analyses by channel, device, visitor type and demographics.

Lead data strategy team in all aspects of customer acquisition and retention CRM omni-channel marketing programs. Collaborate with key vendor data providers to build audience segmentation frameworks, Best Customer look alike prospect models, customer profiles and other advanced analytics to optimize customer and prospect engagement. Leverage Business Intelligence automation tools to provide campaign performance results, key insights, and strategic recommendations for sales growth and ROI maximization. Use A/B testing to measure incremental growth of recommended go-to-market strategies. Improved conversion rate by 40% against client’s incumbent list source using statistical modeling. Increased client submitted application rate by 35% using segmentation framework to target best performing audience groups.

Agency lead for client and new business audience development, customer micro-segmentation and digital and traditional performance marketing measurement.Design demographic, attitudinal, behavioral and psychographic micro-segmentation mosaics in collaboration with agency strategy, creative and media partners. Output drives optimized digital media channel planning, and creative messaging platforms that result in maximized consumer engagement and lead conversion.“Hands-on” Mar-Tech data platform expert adept in market sizing the target audience micro-segments for digital media channel optimization.

Agency marketing analytics and strategy lead for The Children’s Place. Manage a team of 6 analysts creating custom digital, eCommerce, eMail and CRM analyses, insights, reports and dashboards focused on the client’s brick n Mortar and eCommerce platform. Client facing manager who collaborates, strategizes, and recommends growth opportunities to improve the effectiveness of the company’s digital marketing, eCommerce and CRM customer acquisition and retention campaigns using platforms and tools, like: Adobe Analytics, Data Warehouses, Tableau, SQL, R and Python.• Designed and implemented “go to market” eMail customer segmentation and personalization strategy that resulted in a 17% increase in conversion and a 22% improvement in sales (test versus control).• Back-to-School segmentation and messaging strategy resulted in a 19% increase in sales conversion with a corresponding 24% increase in sales (test vs control).

Marketing analytic insights and strategy leader providing clients with data-driven strategic marketing solutions to optimize digital, eCommerce, eMail and in-store customer engagement. Provide data derived strategic recommendations and test and learn in-market campaigns to drive eCommerce and store sales through customer acquisition and retention strategies.• Team leader for 15 data scientists in the design, development and execution of advanced analytic models and analyses.• Created proprietary micro-segmentation solution to identify, size and prioritize customers resulting in an annual overall 36% improvement in the cost per order and 29% incremental increase in sales (A/B test). • Initiated a multitude of machine learning multi-variate regression models for new customer acquisition resulting in an overall reduction in the cost per acquired new customer of 89%; model versus BAU prospect targeting.• Typical client engagement with companies like, Party City, Lands’ End, Monro Mufflers, and Toys R Us has led to double-digit incremental response, ROI and CPA gains versus the control.• Hands-on experience: SQL, SAS Analytics, R, Adobe, IBM, Tableau, comScore, Nielsen, MRI, IRI and Prizm.

Strategy leader focused on enhancing the customer experience through innovative integrated cross channel addressable marketing initiatives delivering quantifiable measurable results• Leverage consumer insights from first party data to create actionable and profitable integrated cross channel digital and off-line addressable marketing programs using social, display, mobile, personalized email, addressable TV and direct mail channels for acquisition, retention and reactivation. Typical campaign results show 33% incremental lift against the control.• "Mash" anonymous cookie data, 1st party customer data and 3rd party consumer data assets to build sophisticated customer segmentation, LTV and attrition models to create targeted messaging platforms resulting in highly personalized customer communications to optimize the customer experience. • Utilize campaign management and business intelligence tools to build successful trigger marketing campaigns to maximize customer conversion. KPIs show an incremental increase in conversion of 18%.• Built contact strategy that reduced circulation by 40% while improving profits by 50%.• Integral member of the sales pursuit team responsible for creating the overarching CRM solutions strategy, which has resulted in $60MM in new business for Fiscal Year 2013.

Senior executive responsible for all of the custom publishing division’s multi-channel CRM strategic planning, consumer insights, database marketing and ROI metrics analysis.• Integral player in the organization’s digital content development and web analytics processes. Built strategy and analytic platform for the Unilever Making Life Better website.• Initiated six-stage process to plan and measure each client’s custom publishing program, addressing pre-launch qualitative consumer insights through post launch quantitative test and control ROI measurement.• Key collaborative contributor to the division’s new business development process. Play a critical role at all new client business presentations. Recognized as a significant differentiator for new business acquisition.• Hands-on CRM strategist responsible for creating “consumer action” components for all client programs, demonstrating the measurable incremental value of the division’s multi-channel content platform.

Senior CRM consultant responsible for strategic planning, program implementation and managment of the Viagra, Lipitor and Zoloft CRM programs.