Kyle Barber Email & Phone Number

Seattle, WA, US

Bellevue, Washington

• Tenured professor in the marketing and data analytics departments
• Teach courses at all levels including: Branding, Advertising, Relationship Marketing / CRM, Measurement and Analytics, International Marketing, Search Engine Strategy, Social Media, Online Video, Mobile Marketing.
• Established a new Digital Marketing bachelors degree to provide the hands-on learning that local employers require of potential candidates
• Developed new courses, learning outcomes, and curriculum for the existing marketing program, along with plans for a possible extension of the current offering
• Formed and directs a Collegiate DECA team for the school that ended up winning a national championship in all five years of competition
• Won a grant to develop an open source textbook for international marketing, to be used across schools throughout Washington

Greater New York City Area

• Managed the data strategy practice for global McCann clients, including MasterCard, L’Oreal, Coca-Cola, General Mills, Nestle, General Motors, and American Airlines.
• Generated new revenue by repositioning McCann’s offering from a traditional brand creative agency to a more robust marketing services partner. Successfully integrated online, mobile and event marketing tactics with.
• Defined strategic objectives with clients, and proposed measureable programs for calculating data points into KPIs and secondary metrics. Led strategic conversations on how data should drive future campaign design and.
• Created original content for social media and emerging channels to foster brand building. Demonstrated how paid, owned and earned media worked in conjunction across all channels to drive ROI, improve customer lifetime.
• Utilized social media tools as new research portals, building evidence points on what current customers and prospects want and need respective to the clients’ verticals.
• Built a framework for supporting clients’ local market needs while laddering up results to a unified global performance report.

Greater New York City Area

• Designed and spearheaded Project STAR, the consolidation of all Procter & Gamble online and offline campaign data across multiple agencies and geographic regions.
• Evolved the agency’s analytics offering from campaign reporting to ongoing conversations with the client about optimization and adopting new strategies based upon performance. Managed tighter integration between the.
• Solicited buy-in from the client, agency buyers, planners and strategists to find common ground on preferred methods of data handling. Dotted line management of APAC, EMEA, and LATAM analysts regarding data capture for.
• Matched performance results with financial systems to report on actualized costs, planned media spend and allocated dollars.

Greater Seattle Area

• Directed the analytics practice for T-Mobile, the agency’s largest client.
• Articulated and sold in a new vision for online measurement that emphasized cross-channel navigation and consumer engagement metrics.
• Grew the analytics team from three individuals to eight in under six months, more than doubling analytics revenue for the T-Mobile account. Successfully mentored junior analysts to assume senior-level tasks.
• Consolidated display media, paid search and broadcast video reporting into an integrated deliverable.

Greater Seattle Area

• Led the agency’s strategic planning and data capture for the Windows Mobile team, handling B2B and B2C campaigns.
• Created data driven opportunities for non-retained work. Explored new methods of data capture using the mobile platform across all Microsoft lines of business supported by Wunderman.
• Served as a subject matter expert in the field of mobile marketing. Generated client-facing deliverables including the weekly Mobibits newsletter with nearly 300 opt-in subscriptions.
• Coordinated efforts with mediaedge:cia to set up tracking for all agency-driven marketing.

Greater New York City Area

• Managed the Business Intelligence department for the East Coast. Generated over $2.1 million in revenue in 2006 and was on target to exceed $3.5 million in 2007.
• Provided data strategy and reports for a number of large corporations, including Verizon, Capital One, T. Rowe Price, Starwood, AstraZeneca, Forest, Schering-Plough, Wyeth, Polo and Victoria’s Secret.
• Advocated long-term brand strategies for both B2B and B2C clients, using data points to highlight new opportunities and the potential for smarter KPIs that better reflect true business objectives.
• Responded to one-off analytics requests from a variety of clients (optimal frequency, time to convert, impression overlap, etc.)
• Established OLAP database cubes to populate dashboards and ongoing data feeds.

Greater New York City Area

• Supervised the project management of database design for multiple direct marketing campaigns. Teamed with a number of top clients in a wide selection of industries: Verizon, Bank of America, Purina, Sanofi, Unilever.
• Established business rules and strategies to shape both online and offline CRM campaigns. Designed and implemented all database components of the Kittenwise CRM campaign for Purina.
• Administered multiple student lending, mortgage, and credit card direct mail programs for Bank of America. Developed online marketing tools and extranet database applications for the Bank’s mortgage employees.
• Managed all database development for digital Unilever campaigns, including Wisk’s America Needs Dirt, Wisk’s Collect and Win a Ball Field, Degree’s Inaction Heroes, and Snuggle’s Karaoke Singing Scentsation.
• Programmed SAS code to generate marketing results reports for both the consumer and B2B lines of business at Verizon.
• Utilized Business Objects, Crystal Reports and WebTrends to construct online measurements of all clients’ marketing campaigns.