At Grady Insights, we help companies solve key loyalty marketing problems by leveraging data analytics.

• Launched company-wide citizen’s data science group, providing ongoing data visualization training and data manipulation techniques for 15 analysts across multiple departments and company businesses• Collaborated with IT CIO and C-Suite executives to build a business capabilities model to mature the company data and analytics platform for over 300 users• Conducted analytics research for strategic planning, including sports betting value assessment, interactive kiosk deployment, and… Show more • Launched company-wide citizen’s data science group, providing ongoing data visualization training and data manipulation techniques for 15 analysts across multiple departments and company businesses• Collaborated with IT CIO and C-Suite executives to build a business capabilities model to mature the company data and analytics platform for over 300 users• Conducted analytics research for strategic planning, including sports betting value assessment, interactive kiosk deployment, and customer visitation trends Show less

• Revamped promotional campaigns to attract more high worth customers, reversing ongoing revenue declines with a 15% increase in visit frequency and a 10% increase in revenue per visit• Created a salesforce incentive program for 20 salespeople across two businesses, increasing the reactivation rate of inactive high value customers by 20% in 3 months • Provided marketing budget recommendations, resulting in 10% annual budget savings across multiple departments• Analyzed profitability… Show more • Revamped promotional campaigns to attract more high worth customers, reversing ongoing revenue declines with a 15% increase in visit frequency and a 10% increase in revenue per visit• Created a salesforce incentive program for 20 salespeople across two businesses, increasing the reactivation rate of inactive high value customers by 20% in 3 months • Provided marketing budget recommendations, resulting in 10% annual budget savings across multiple departments• Analyzed profitability of annual 300-attendee company leadership conference, with recommendations resulting in conference net profit within one year Show less

• Presided over a staff of 100 employees across seven departments, including loyalty marketing, marketing analytics, advertising, sales, promotions, entertainment, and customer service• Formulated the strategic development of a new customer loyalty program, resulting in the acquisition of over 1.1M consumers within seven years. • Developed $70 million annual marketing budget for three resort destinations, efficiently allocating projected expenses across direct marketing… Show more • Presided over a staff of 100 employees across seven departments, including loyalty marketing, marketing analytics, advertising, sales, promotions, entertainment, and customer service• Formulated the strategic development of a new customer loyalty program, resulting in the acquisition of over 1.1M consumers within seven years. • Developed $70 million annual marketing budget for three resort destinations, efficiently allocating projected expenses across direct marketing (mail/email/mobile), promotional campaigns, mass advertising channels, social/digital media, and capital development projects. Consistently achieved annual budgeted revenue results for seven years.• Oversaw planning and execution of over 200 annual promotional events, achieving 10-15% average response rates and profit margins consistently over 70% • Instituted ongoing A/B loyalty campaign testing to achieve blended 35% program response rate• Led grand opening public-facing festivities and internal marketing communications for several resort construction projects, including two new casino locations, hotel tower, and a concert/convention venue. • Built the company’s social media presence through acquisition initiatives, engaging promotional campaigns, and prompt customer service resolution protocols, resulting in a Facebook follower base of over 125,000 fans in less than two years. Show less

• Constructed a multi-tiered customer segmentation matrix to attract hotel guests, achieving a 90% average nightly occupancy rate with $400 in average daily revenue• Led SQL query development to execute 15 different monthly customer mailings. Developed report templates from new datawarehouse source to extract 20 different monthly marketing campaign, brand health and customer demographic reports • With no staff in place, interviewed and hired 15 different staff members across… Show more • Constructed a multi-tiered customer segmentation matrix to attract hotel guests, achieving a 90% average nightly occupancy rate with $400 in average daily revenue• Led SQL query development to execute 15 different monthly customer mailings. Developed report templates from new datawarehouse source to extract 20 different monthly marketing campaign, brand health and customer demographic reports • With no staff in place, interviewed and hired 15 different staff members across advertising, direct marketing/data analytics and promotions roles• Directed public relations agency to generate news media coverage of resort construction updates and grand opening events, achieving an average of 10 monthly media stories and $1M in free media over 12 months Show less

• Oversaw all customer loyalty campaign mailings. Developed 3-5 new loyalty campaigns each month, boosting customer response per campaign by an average of 10% over prior year• Developed 1-2 mass promotional events monthly including collect-and-win letter contests and large cash/car giveaways to incent multiple customer visits, growing visitation rates on average by 15% over prior initiatives• Oversaw digital offer upload process to over 150,000 customers monthly. Developed check/balance… Show more • Oversaw all customer loyalty campaign mailings. Developed 3-5 new loyalty campaigns each month, boosting customer response per campaign by an average of 10% over prior year• Developed 1-2 mass promotional events monthly including collect-and-win letter contests and large cash/car giveaways to incent multiple customer visits, growing visitation rates on average by 15% over prior initiatives• Oversaw digital offer upload process to over 150,000 customers monthly. Developed check/balance procedures to ensure correct offer association to customers segmented across 40 segmentation tiers. Show less

• Oversaw direct marketing print and postage costs for over 3 million annual customer mail pieces, reducing annual printing/postage costs by 15% from prior year through bundling of offers into single mailings, and advance campaign planning to leverage less expensive postage rates• Pulled and developed SQL queries to generate mailing lists internally, ending reliance on outside consultant for list extraction.

• Designed customer mailings and signage with for marketing, hotel and restaurant initiatives• Pulled mailing lists for resort mailings, with customer segment methods resulting in an 10% increase in incremental visits from infrequent customers• Oversaw accurate data entry, mail list proofing, procedural development, and offer redemption tracking for loyalty program staff.

* Produced marketing collateral for unfinished furniture manufacturer.