• Lead the marketing analytics business function, which included hiring, coaching and leading a team of 5 analytics professionals both remote and in-person• Member of senior leadership team for organization, responsible for providing data-driven insights for making strategic business decisions• Oversaw all data analysis and modeling to support national brand relaunch in 2024, this included forecasting incremental traffic and sales, as well as creating analytical reporting in Power BI to track the effectiveness of the launch• Developed marketing mix models to optimize marketing spend, and quantify the incremental retail and wholesale impact from marketing• Worked closely with sales teams to develop reporting to increase retailer sales based on market potential and evaluate new site selections for opportunity• Determined key profit drivers to create a comprehensive customer segmentation profitability model for over 4,000 unique accounts to allow strategic decisions on resource allocation and to support the focus of the organization on key customers

• Developed an analytical framework for campaign analysis, list production, and trigger event management, in order to migrate these functions in-house from third-party vendors, which resulted in $1.2M in annual cost savings• Built new predictive response and incremental sales models using logistic regression for marketing campaigns to improved targeting which led to double the ROI of prior RFM selection• Developed customer profiling and market basket analysis to provide analytic insights to assist in-store merchandise resets and regional merchandise assortments• Developed an automated weather predictive model to monitor snow forecasts and related merchandise sales which led to development of weather trigger email communications

• Performed campaign analysis and overall program ROI assessment for True Value Rewards loyalty program

• Served as analytic lead for key account that included wing-to-wing analytic support of retail loyalty program of 20+ million consumers• Introduced new retention and acquisition targeting modes that contributed to an increase program membership of ~20% with similar ROI due to efficiency improvements identified by models• Led several key strategic projects for retailer loyalty programs to improve customer retention and program sales growth, communicated results to senior leadership and project stakeholders • Provided analytic leadership as senior analyst in team which involved mentoring junior analysts, developing training materials and onboarding new associates

• Performed analysis on customer acquisition and retention, including the creation of prospect models, customer profitability and segmentation analysis, inventory forecasting modeling, analytic result summaries, and delivery of recommendations to senior level management• Created new risk management processes for the retail check clearing business that included the introduction of risk-based transactional models (logistic regression, decision trees), ongoing tracking and test strategies, and new portfolio risk management tools to mitigate portfolio exposure

• Participated and led quantitative analysis for several key CRM initiatives including: store test design, customer segmentation, demand assortment, and customer profiles• Led multiple lean six sigma projects on consumer behavior that led to development of first consumer segmentation program and customer-centric strategies used to launch a consumer loyalty program (led to the creation of the Shop Your Way program)• Partnered with company brand teams (Craftsman, Kenmore) to implement regression models for customer prospect and retention campaigns that generated incremental revenue of $150 million