Kevin Greenlee Email & Phone Number

Irvine, California, Us

Denver, Co, Us

• Create and own the ecommerce product roadmap generating $35MM in yearly sales; leverage deep understanding of customer and business needs, including technical tradeoffs, to define and communicate the product vision including key goals• Increased revenue and core metric of project starts by 15% in 6 months by using research to define top user problems to solve, then collaborating with a cross-functional team to design, build, and test solutions such as improved pricing transparency, Google sign-in, and site search• Devised, launched, and evaluated 20 A/B tests on site to drive user behavior learnings in addition to improvement in key metrics such as project start rate and conversion rate; digested test learnings into actionable focus areas and next steps• Organized and led a cross-functional stakeholder team including Marketing, Customer Experience, and Brand teams to define core needs and support the ideal site experience through clear, informative, and data-driven customer messaging• Expanded customer feedback coverage, including live interviews, surveys, and direct on-site feedback, to clearly understand customer needs and problems across products; use feedback for objective definition and feature prioritization• Led a full redesign of the most visited page on site (product details page), driving an 11% increase in mobile conversion• Manage a product manager; give actionable feedback that helps to foster professional development

Denver, Co, Us

• Guide 2 empowered agile teams to iteratively deliver value for users by defining core metrics, top priorities, and test plans• Improved time to launch new products by 50% by developing new software from 0 to 1 to automate and streamline the product listing process; own and manage the roadmap for internal software used to create and list new products• Led customer feedback collection including live interviews, surveys, and data analysis to understand and quantify needs• Increased site traffic 15% by understanding, prioritizing, and overseeing development and implementation of SEO improvements• Manage development of 2 custom APIs used by external vendors; collaborate with vendors to identify and prioritize API needs

San Francisco, Ca, Us

• Directed all product development, including Design and Analytics; lead problem definition, feature generation and prioritization for all tech work; communicate directly with CEO on business needs, prioritization, and timelines• Led 2 agile teams to create the optimal experience for users across platforms; provide business and user context to the teams around prioritization of needs and success of each completed initiative; implement agile team processes to maximize throughput• Developed company product strategy, including design principles and data practices, and oversee its implementation across Product team; emphasize the inclusion of user data and research as a key component for prioritization• Boosted account creation rate by 18% by introducing a call to action; generated 300k new registered users in 6 months• Decreased monthly spending on Maps API by 87% by switching to a new provider while preserving quality UX• Served as the single point of contact between Product and other stakeholder teams such as Support, Trust & Safety, and Operations; qualify and prioritize needs and communicate expected timelines to all stakeholders

Austin, Texas, Us

• Directed the development of audience targeting software to maximize the efficiency of clients’ digital advertising, generating over $120 million in yearly revenue; worked with clients and business stakeholders to understand needs and define solutions• Developed from scratch, using VBA, internal software enabling account managers to instantly generate and organize insights reports for clients in Excel across 40 data sources; 50+ reports were presented to 30+ Fortune 500 companies in the first year• Owned roadmapping and development of software used by account managers over 50 times per day to advise clients on the optimal sizes for their digital advertising campaigns; reduced media waste by 10% by automating sizing outputs• Improved average model quality by 35% by establishing key standards for model output and driving algorithm improvements• Led biweekly business review meetings to answer tech questions about Audience Modeling products and necessary tech work• Trained users on Audience Modeling products and features; created and maintained reference materials around proper use

Austin, Texas, Us

• Oversaw the creation and implementation of Audience products utilized by CPG go-to-market teams, including sizing, modeling, profiling, and tracking; communicated user and client needs to the Product team and prioritized according to business impact• Devised and built, using VBA, the Buyer360: Brand, a profiling deliverable that identifies a group of known buyers, profiles them across all ODC owned data sources, and generates a client-ready PowerPoint deck within a 24-hour turnaround; enabled delivery of over 40 reports across two quarters to top CPG advertisers• Developed CPG Audience strategy for CPG, including best practices and talk tracks for sizing, modeling, and build capabilities, spanning four teams and over $113 million of yearly revenue; led weekly meetings with GTM teams to communicate best practices and gather feedback across products, platforms, and guidelines• Created internal tools, using VBA and SQL, to simplify Audience-related calculations for GTM team members, including partner overlap and sizing estimates, operationalized Qubole queries for easy distribution across users• Compiled CPG Audience revenue reporting using VBA in Excel and presented monthly reports to VP/GM of CPG• Created and presented training documentation for CPG audience tools; distributed materials across CPG and Outbound Product teams

Atlanta, Ga, Us

• Directed the implementation of weather triggered advertising campaign for largest strategic clients from start to finish; provided and presented full strategic recommendations, including scoping, media strategy, and measurement; oversaw internal groups responsible for execution• Oversaw development work on custom integrations, including weather triggered email and social media campaigns and integrations with the bespoke API; assessed client needs and communicated to development team• Managed Amazon Redshift databases through SQL, containing client sales and site activity data; queried databases to assemble data sets for custom analysis and campaign evaluation• Conducted custom analysis to evaluate campaign performance and glean actionable weather-related insights for Fortune 500 clients; used statistical procedures to measure the impact of media campaigns on sales, site activity, and other key metrics; compiled final presentations and delivered directly to client

London, London, Gb

- Developed company-wide digital attribution process and build attribution models for Fortune 500 companies to quantify the impact of each digital marketing medium and partner on conversion rate- Built reporting tools according to the needs of planning teams using VBA, SQL and SAS to minimize lead time for digital reporting- Built advanced marketing mix models to quantify the impact of marketing on sales; advised client on buying strategy, including TV dayparts and durations, regional variations, and seasonal effects- Managed the Site Analytics reporting for a top furniture retailer; oversee the process from start to finish,including data capture, database structure, report assembly, and presentation to client- Re-engineered Site Analytics reporting process to refresh automatically from a centralized database; reduced report assembly time from two weeks to two days

- Built advanced marketing mix models to quantify the impact of marketing vehicles on clients’ sales; utilize model outputs to calculate marketing effectiveness, return on investment, advertising saturation levels, and optimal pricing levels- Developed simulators for clients to forecast future sales based on varying market conditions and levels of spending; adjusted for expected external effects and other client specifications; highlighted opportunities for additional brand growth- Designed custom Excel spreadsheet templates to expedite data processing and review, as well as post-hoc calculations- Brainstormed with team members to devise variables for modeling, including geographical, competitive, and economic effects, as well as transformations for marketing variables, while ensuring statistical accuracy and validity- Communicated directly with clients via email and phone to organize data collection process and data review sessions to ensure accuracy of modeling databases; operated closely with senior management to determine and execute best approach for data gathering, processing, and database assembly