Kenneth Baker Email and Phone Number
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Over the last 20+ years, I have directed marketing technology teams to leverage data, processes, and technology to help companies overcome their biggest challenges. I have been fortunate enough to spend 10+ years at an agency, 8+ years on a corporate services team, and 2+ years working as the client. My role is to help agencies and clients alike work smarter and leaner. Does your company have any of these questions or challenges:- Data and dashboards scattered throughout internal and external partnerships? - Do you need support bringing that “data” together but don’t know where to begin? - Do you need to integrate partner data or extract off-line business data?- Is your IT team overwhelmed with large-scale projects and not able to support marketing?I can be the glue that connects marketing, IT, analytics, and financial planning together. I am a hands-on resource that jumps in and helps build bridges and solutions while providing executive-level leadership. What does that look like? I will drive:- creation of a robust marketing database that grows over time- building automated internal and external integrations using existing tools- leveraging and creating business metrics that will shine a light on existing performance- creating analytical tools that work for your business and their needs (nothing is cookie cutter) One thing I’ve learned is that it is challenging to bring marketing data in-house, and it’s just as challenging to support external data silo’s. As a marketing technology professional I view my overarching role as threefold: 1. Leverage the MarTech tools you own and add tools that make sense (financially/operationally) to support your existing marketing and business needs. 2. Automate the integration of key internal data (sales/marketing/operations) and external (Paid Media/Google Analytics) data you need to make better decisions.3. Create analytical dashboards, models, and provide the analysis needed to help shine a light on company challenges. The job is never complete as new partners, tools and data are constantly changing over time. Please check out my resume to see what solutions I’ve driven over my career. I have a wide variety of experiences, including lead flow management, lifecycle marketing, database management, analytics, reporting, BI, and analytical modeling. I am looking to work in an organization where I feel valued and can make an impact. I’m here to help you stay ahead of the curve!
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South UniversityPittsburgh, Pa, Us
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Vp MarketingSouth University Nov 2019 - PresentSavannah, Ga, UsResponsible for oversight of the South University marketing efforts for our online programs, eight campuses and three learning sites. Touch all aspects of marketing from paid media, PPL, social, website, campaign automation, lead flow, data integration, database architecture, reporting and analysis. Only internal marketing employee with support from various agencies to service our marketing strategy. Support admissions reporting and outreach optimization. ● Responsible for oversight of all marketing activities for South University● Worked with CFO to development yearly marketing plan for Spend (30+ million) and marketing metrics ● Serve as the University lead for marketing technology and data governance● Main SQL Server developer designing and executing marketing database architecture, web analytics strategy and marketing reporting infrastructure● Established strategic framework for segmentation and testing of customer engagement via email, SMS, calling, direct mail and paid social● Created the campaign automation workflow strategy for the student lifecycle communications● Designed all incoming and outgoing agency and partner data integrations
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Vp Marketing AnalyticsDream Center Education Holdings, Llc Nov 2017 - Feb 2019Responsible for driving the marketing technology and marketing infrastructure to deliver scalable, strategic solutions across The Dream Center Education Holdings three major educational systems: The Art Institutes, South University and Argosy University. I work closely with the CMO to ensure we are using the best and most efficient partners, data and marketing solutions across the marketing organization. Key responsibilities and accomplishments include:•Designed and implemented data integration for new Pay Per Lead Management Platform from design to go-live within 2 months •Working closely with leadership team to create requirements for new MS Dynamics CRM solution
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Vice President Marketing AnalyticsEdmc Oct 2016 - Nov 2017Pittsburgh, Pa, UsResponsible for driving the marketing technology and marketing infrastructure to deliver scalable, strategic solutions across The Dream Center Education Holdings three major educational systems: The Art Institutes, South University and Argosy University. I work closely with the CMO to ensure we are using the best and most efficient partners, data and marketing solutions across the marketing organization. Key responsibilities and accomplishments include:•Worked closely with CMO over the last 2 years to fulfill key due diligence requests for the Executive Leadership Team during the sale of the organization and transition to Non-Profit •Responsible for development of the Art Institute yearly financial plan of inquiries and applications for all channels •Responsible for establishing a strategic framework for life-cycle customer engagement, developing tools, testing & strategies, defining and implementing key metrics for tracking success across education systems (e.g., persistence, conversion, admissions funnel, etc.) •Oversee enterprise web analytics strategy and reporting for all education systems -
Director, Marketing AnalyticsEdmc Jan 2015 - Oct 2016Pittsburgh, Pa, UsDirected my team to ensure timely delivery of data, reporting and insights to support decision making for the executive leadership team, marketing, admissions and finance. My primary responsibility is to drive integrated marketing management solutions that solve for data integration, lead decisioning, reporting and campaign automation using predictive data modeling to improved marketing efficiency and performance. Key responsibilities and accomplishments include: •Directed a marketing analytics team delivering integrated marketing management solutions around data integration, campaign management, dashboard development and advanced analytics projects•Managed the requirements and creation of a new lead management solution using Amazon RedShift and Neustar Decision Navigator Application ($2 million project in the first three years) •Managed the business requirements and database design for new Campaign Automation Project using Amazon RedShift and SAS Campaign Automation ($1.5 million project in the first three year)•Responsible for development of predictive modeling integrations for campaign segmentation and lead decisioning•My team served as advisors to each education systems on the development of a life-cycle roadmap by key segments, and implemented frameworks for continuous measurement and iteration.
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Sr. Manager Marketing AnalyticsEdmc Feb 2009 - Dec 2014Pittsburgh, Pa, UsManaged team responsible for strategic vision of developing a marketing database for reporting and analysis and proactive integration of new marketing data (DoubleClick Data Transfer, Big Query)Key responsibilities and accomplishments include: ● Developed and enhanced 20+ Qlik Dashboards, 30+ excel reports and 200+ MS SSIS ETL jobs ● Responsible for proactive integration of emerging marketing data ● Served on Enterprise Data Governance Council and Data Warehouse Data Steward for Marketing● Designed database automation and work-flow for Pay-Per-Lead credit process saving $800,000 annually ● Worked with EDMC Enterprise Data Warehouse team to build enterprise ODL ETL and analytics layer via SSIS and Tidal Enterprise scheduler● Drove data integration for key Marketing Mix Optimization project with external partner
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Director, Data Insights & Business AnalysisImpaqt Apr 2008 - Feb 2009Worked with four person Analysis and Decision Support Team responsible for database analysis, reporting and business intelligence, predictive modeling and forecasting.Key responsibilities include: • Member of twelve person Senior Management Team and four person Operations Team responsible for setting company-wide goals for service delivery and execution • Created, maintained and enhanced SAS advanced analytics programs that forecast search activity and bid/budget scenarios, including the use of dynamic coding, macros • Accounted for forecasting quality control, including alerts associated with data outliers, program failures, and forecast accuracy and developed and maintain a strict programming environment • Prepared and delivered presentations to internal staff, external clients and prospective clientsKey Accomplishments:• Streamlined SQL Server to SAS processes to reduce run-time by 80%, moved data extract and manipulation from SAS to a SQL Server based de-normalized data mart• Automated daily routines allowing for run-times to occur during non-peak hours• Created process to run SAS baseline update only if changes occurred to SQL server data by utilizing SQL schedule jobs to access summary data • Helped initiate change of company wide conversion reporting Best Practices by detailing flexibility of various web analytics reporting options
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Director, Data ManagementImpaqt Feb 2007 - Apr 2008Directed Data Management team for leading Search Engine Marketing firm servicing Fortune 1000 Clients with complex search data needsKey responsibilities include: • Worked with four person Analysis and Decision Support Team responsible for database analysis, reporting and business intelligence, predictive modeling and forecasting• Member of twelve person Senior Management Team and four person Operations Team responsible for setting company-wide goals for service delivery and execution • Created, maintained and enhanced SAS advanced analytics programs that forecast search activity and bid/budget scenarios, including the use of dynamic coding, macros • Accounted for forecasting quality control, including alerts associated with data outliers, program failures, and forecast accuracy and developed and maintain a strict programming environment • Prepared and delivered presentations to internal staff, external clients and prospective clientsKey Accomplishments:• Established an IT Project Management position to improve ability to meet timelines, budgets and objectives • Established a Quality Assurance position reducing error help tickets by 80%• Increased usage of our proprietary Exstonet decision support tool from 30% to 95% by delivering data alerts via email and providing web-based quality control reports • Reduced daily search engine data errors from 50% to under 1 % by adding a quality control administrator, creating summary data pulls, adding web-based audit screens, and streamlining our API • Achieved goal of providing audited production ready search engine and client conversion data from previous day by 10 AM, down from 3 PM average previously• Reduced Search Engine API data processing time to allow for 9AM data availability (down from 3 PM) for the previous day’s data
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Manager, Data Acquisition & Web AnalyticsImpaqt May 2003 - Feb 2007Managed team responsible for planning and implementing all data acquisition and integration projects including client, search industry (Neilsen, Google, Yahoo, MSN), various 3rd party (Claritas, HitWise), and proprietary data. Key responsibilities include: • Responsible for planning and implementing various Paid Search data acquisition and analysis projects • Designed & executed analysis of Search Engine industry data including Nielson Data, published Meta Engine and Search Engine data and internal client data to identify key trends & implications of link/ad visibility (reach, impressions) on click through and conversion rates• Developed web based tool to identify and track solicitation of link share using ColdFusion and HTML• WebTrends administrator responsible for implementation, key metric identification and report creation• Transformed and integrated client web-analytics and off-line conversion data • Created and maintained over 25 spiders using ColdFusion to track paid/organic web rankingKey Achievements:• Selected to three person '30 Day Initiative' team tasked with reviewing company wide work-flow processes to identify areas where technology could streamline processing• Reduced Bid Management Application processing time from 2 to 5 minutes to under 5 seconds by fine tuning queries and indexes• Created automated ETL processing of over 50 client conversion reports via use of SQL Server and ColdFusion scheduled tasks
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Manager Database Solutions3W Interactive May 2000 - May 2003Managed $3 million a year database management services for GNC’s US and Canadian Gold Card member database from 1997 to 2009 Key responsibilities and accomplishments include: • Managed and pulled all customer mailings based on demographic and/or purchase history, created source coding based on client provided segmentation requirements, created detailed reporting on segments, and delivered mail files to multiple printers on over 10 monthly mailings (120 mailings and over 30 million records per year)• Maintained customer database from 30-60 million members (3 million new/renewing members per year) from application/coupon receipt, batching, data entry, postal cleansing, data validation/cleansing and insert within a 2 day window from receipt to entry into database• Designed, created and managed ETL data integration from over 15 different sources (paper applications, POS data, coupons, surveys, customer service edits, NCOA, etc) via Visual FoxPro then SQL Server Supported, maintained and improved existing database design and development making best use of resources• Implemented new SQL Server database projects including development, programming, application development, technical documentation, quality control and deployment
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It Services RepresentativeBrabendercox Jun 1997 - May 2000Leesburg, Va, UsProvided IT services for Database Management clients and supported fulfillment services for customer loyalty programsKey responsibilities and accomplishments include: • Converted existing Visual FoxPro database to SQL Server 7 then to SQL Server 2000• Provided code inspections and proactive input on design changes or code modifications to enhance existing processes• Consulted with client on design, work flow and requirements documentation of new marketing and IT initiatives• Supervised and trained IT Services Representatives (5 individuals) • Supervised Shipping Department (5 individuals) responsible for shipping 52,000 + packages a year• Developed and maintained customer service, shipping and data entry application in Visual FoxPro 5.0
Kenneth Baker Skills
Kenneth Baker Education Details
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University Of Pittsburgh Katz Graduate School Of BusinessMis -
Washington & Jefferson CollegePsychology
Frequently Asked Questions about Kenneth Baker
What company does Kenneth Baker work for?
Kenneth Baker works for South University
What is Kenneth Baker's role at the current company?
Kenneth Baker's current role is VP Marketing at South University.
What is Kenneth Baker's email address?
Kenneth Baker's email address is ke****@****hoo.com
What is Kenneth Baker's direct phone number?
Kenneth Baker's direct phone number is +190130*****
What schools did Kenneth Baker attend?
Kenneth Baker attended University Of Pittsburgh Katz Graduate School Of Business, Washington & Jefferson College.
What skills is Kenneth Baker known for?
Kenneth Baker has skills like Analytics, Web Analytics, Business Intelligence, Data Warehousing, Google Analytics, Data Analysis, Databases, Business Analysis, Management, Microsoft Sql Server, Database Design, Sem.
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