Lead team of consultants focused on analytical support of digital experiences for the Lexus brand, including Lexus.com, Lexus dealership sites, and internally focused digital propertieBuilt proposals around incorporating a new testing and personalization analytical and developmental framework within the existing Agile process, creating a cohesive user journey from a digital experience on a brand website through sales focused websites to brick-and-mortar dealerships, and around analytical tactics to mitigate the impact of third-party cookie viability and cross-domain tracking in a multi-domain environment

Managed team of eight analysts, including data product managers, visualization analysts, conversion rate optimization analysts, and business intelligence analysts, supporting acquisition, product, and sales organizationsStood up first instance of multi-touch attribution, including merging linear television and radio with digital acquisition channels; helped senior management understand the importance of upper funnel, brand marketing, while still providing blended return on ad spend, giving partial credit to assisting channelsPartnered with Data Science team to implement and continuously improve live lead propensity scoring model; worked with data engineering to send live scores back to acquisition channels, such as Facebook and Google to improve advertising targeting and spend efficiencies

Managed optimization team owning testing and personalization on Caesars.com, achieving three consecutive years of $20,000,000 in directly attributable revenue growth by implementing ongoing segmentation, audience coordination, and personalization practice linking multiple data sources across desktop and mobile web, paid and earned media, mobile app, back-end databases, and third-party partners. Supervised digital performance team of seven director reports responsible for measuring and growing $400,000,000 of annual revenue via evaluation and incremental improvement across multiple new and current products, media, creative, and process. Built ongoing and ad hoc reporting, including presentations for senior leaders. Created digital audience practice and was responsible for programmatic display, paid social, and other non-search-related, lower-funnel direct response tactics. Helped grow team from threefold Return on Ad Spend (ROAS) to sixfold in two years through improved media mix modeling and multi-touch/multichannel attribution.

Participated in launch of three brands, creating B2B financial products for small-to-mid-sized companies. Wrote business requirements; lead quality assurance and testing on website, call center, back-end databases, and front-end measurement tools; created financial pro formas to attract investors; and lead ongoing cross-channel management reporting. Built multichannel marketing attribution models, analyzing direct and remnant television, radio, and online PPC and display and retargeting traffic. Designed and built expected value model to find best fit between lender and merchant.

Conducted and directed complex research to develop actionable insights into current website performance, customer experiences, and future strategies. Married online and offline data sources to create holistic analyses, combining Internet, telephony, print, and financial data to create accurate and informative intelligence. Created and presented monthly reviews as well as numerous ad hoc presentations for special projects to various mid- to high-level executive audiences, including in-house billing initiatives, Hurricane Sandy impacts, first notice of loss functionality releases, and call deflection/prevention modeling. Involved in several product launches for e-commerce, including existing customer re-quoting functionality.

Lead development of standardized new product, limited time offer, and event testing and measurement methodology, procedures, and reports.Build and maintain pricing database comparing similar products across multiple markets, competitive brands, and timeframes.

Led and coordinated large sales database and demography based analyses to develop new business proposals with sales, marketing, client services, and finance departments.Led targeting team in first live implementation of the integrated marketing optimization system, resulting in efficient onboarding of the $15M Tractor Supply Company account

Created and presented targeted print campaigns for large national and regional clients, such as Kroger, Petsmart, Pier 1, and Wal-Mart. Integrated a variety of print media based on geo-demographic data, historical sales data, and/or market group clustering systems.Built database analysis and targeted campaigns in response to requests for pricing, leading to a $15M Agency of Record contract with Tractor Supply Company, and a $10M contract with Cabela’s

Created targeted campaigns for large national and regional non-traditional mail clients, such as AT&T, AXA Equitable, Cox Cable, LendingTree, New York Life Insurance, Overstock.com, and RoadLoans.comDeveloped methodology for response-based targeting and testing based on sample size, vehicle selection and historical success, leading to contracts with Bally Total Fitness and Netflix

Created and maintained targeted campaigns for local and regional clients in the Western United States.Maintained and updated mail campaigns for Ace Hardware, Albertson’s, Papa John’s, and Ralph’s/Food 4 Less.

Developed external pricing for corporate and large private orders over $10,000.Coordinated internal costs and pricing with procurement, sales, and marketing departments.