Responsible for delivering actionable insights derived from measuring marketing investment effectiveness and business performance analysis to drive marketing efficiency for Orkin’s residential (consumer) business. Building stronger customer journey insights focused towards identifying opportunities to improve business performance. In addition, leading strategy and execution of pricing initiatives to improve sales conversion, revenue and profitability. • Oversee process of establishing offers for marketing campaigns, performing any necessary analysis pre and post as well as setting up and managing discount programs.• Collaborate with service line team to establish optimum pricing for new or revised services and products.• Perform deep analysis on residential performance as needed to investigate issues or derive insights and recommendations for improvement.

Working closely with channel owners to understand their current business problems and develop reporting to better the business through social and other digital marketing channels. Utilizing multiple Business Intelligence tools to provide a holistic view of customers while striking a balance between strategic thinking and generating reports. With an emphasis on deep dive analyses, use of segmentation and audience building is used to enhance the digital customer experience and improve sales and conversion. Communicate insights and suggest improvements based on data and observed trends. • Conduct ad hoc analysis such as in-depth conversion funnel analysis.• Serve as the subject matter expert on web analytics and stay abreast of industry best practices and new opportunities.• Deliver national and local digital marketing performance reports with actionable insight. • Evangelize and accelerate Data Driven Digital Marketing Analytics. Assist in the transition from last touch to multi-touch attribution in coordination with digital marketing leads.• Analysis on content marketing, SEO, web analytics and product analysis for optimizing the performance of a half-billion-dollar revenue company.

Recruited to help identify issues and opportunities with the company’s marketing funnel and collaborate with campaign managers and sales staff to make improvements, leveraging key tools such as marketing automation, CRM systems, and Qlikview. Assist with development of reporting framework, perform detailed campaign segmentation and analysis, conduct data mining and market research, provide ROI analyses, and create training manuals for each process. Conducted analysis that identified paid media as the most effective driver of high-quality leads from a new campaign model; beat response target by 184% and qualified leads target by 135%.  Created robust reporting format to measure conversion rates for each individual sales rep; collaborated with campaign managers and marketing leaders on dashboard that is now being rolled out across business units, with usability rates increasing by 58%  Managed successful transition of newly formed team’s reporting and analytics to the IBM Marketing Cloud; completed project on time and with 100% accuracy.

Initially hired as an analyst and then earned two quick promotions to assume this role with accountability for planning and implementation of multiple strategic projects. Conducted industry and competitive research to make strategic recommendations and identify opportunities and risks. Captured and reported “voice of the customer.” Mentored and managed one direct report. Project-managed global strategy meetings twice a year. Served on multiple committees and led pricing committee. Ingrid JohnsonMANAGER: BUSINESS STRATEGY | BUSINESS ANALYSIS PAGE 2MITSUBISHI ELECTRIC COOLING & HEATING (continued)• Stepped in to manage annual budgeting and forecasting process following sudden departure of immediate supervisor; worked long hours to complete process and earned performance award for going above and beyond the call of duty.• Played key role in CRM switch, from Sales Logix to SalesForce. Compiled departmental requirements, served on change management committee, worked on data governance team, and developed documentation used in employee training.• Improved margin by creating interactive model in Excel to facilitate the testing of complex pricing/sales variables; also instituted stricter approvals process on new bids to protect margin. • Led pricing committee to develop pricing and product strategy that aligned production schedules and product offerings, and drove a 9% growth in sales across 3 key product lines.• Improved efficiency and collaboration by building online SharePoint database of competitive pricing and product attributes for use by marketing, strategy, product marketing and engineering teams. • Compiled regional segmentation study including weather, economic data, census data and current shipping patterns to identify potential opportunities and refine marketing and product strategy.

Joined newly created pricing department and played a key role in establishing processes that boosted profitability and improved communications between branches. Accountabilities included managing annual price increase programs (residential and commercial), creating pricing models, and completing ad-hoc analysis as needed. • Added $20M in new revenue through value-based pricing strategy; optimized pricing to ensure profitability and retention of existing customers while identifying most effective pricing strategy for new customers.• Developed annual competitive intelligence report that assessed pricing on both a national and regional level.• Volunteered to assume extra responsibility for evaluation of pricing within termite business; selected vendors and agencies, and drafted customer survey.