Lucas Elliott Email & Phone Number

Louisville, KY, US

Helping people navigate the wilderness of digital analytics by getting more comfortable with data.Develop and deliver services focused on digital analytics, including social & web listening, competitive intelligence, website analytics, social analytics, marketing technology implementation, applied AI, and analytics training programs. More info at.

Louisville, KY, US

• Led as key digital intelligence and analytics expert in IMC (Integrated Marketing Communications) Global Center of Excellence
• Built tools and developed approaches for media performance analytics, social intelligence, competitive intelligence, trend identification, and insights research
• Implemented a structured approach to ongoing digital data mapping, ensuring that data gaps were addressed with a mix of internally-developed and externally-supported data and visualization tools
• Led data and analytics vendor review processes, ensuring that new tools were strategically matched against true business needs, and that IT and legal partners were involved at all necessary stages as needed

Louisville, KY, US

• Championed and implemented first-of-its-kind, company-wide research management system - providing a centrally searchable and indexed repository for research decks, industry updates, and key topics of interest across.
• Drove the development of practices/processes for consistent, evidence-based planning and execution across the globe
• Educated teams on the power of scientific A/B/Split-testing and custom studies (e.g. brand lift)
• Capitalized on emergent, next-gen data sources – ensuring that understanding of consumer behaviors was appropriately supplemented, and challenged, with available data
• Implemented applied data science guidance to develop custom approaches for utilizing digital data in business decisions, including statistical modeling methodologies
• Provided functional training across Social, Search, and Display media for in-house digitally-focused advertising teams

Louisville, KY, US

• Implemented multi-country Data Strategy to capitalize on digital intelligence data to drive consumer insights research and media planning and execution
• Built analytics team from the ground up, gaining alignment across the organization to champion measurement
• Trained emergent digital leaders to embed digital expertise more deeply into regional marketing teams
• Managed internal Modern Media team, including Analysts, Digital Marketing Managers, and Digital Marketing Specialist, as well as external agency and distributor stakeholders

Louisville, KY, US

• Led creation, ongoing adaptation, and implementation of Modern Media Strategy for emerging and developing markets, with key focus on Jack Daniel’s Family of Brands, Finlandia Vodka, and el Jimador Tequila
• Headed Modern Media team, including Analyst, Digital Marketing Manager, and Digital Marketing Specialist, as well as external agency and distributor stakeholders, for largest geographical region in company
• Oversaw total media investment blend, via mix of direct and agency purchase
• Championed usage of data to make great business decisions - using digital data indicators to identify consumer segments and insights for application across all marketing touch points for social media landscape of 800+.

Louisville, KY, US

• Provided oversight of all ATL (Above-the-Line) media activities for the region
• Led creative development for emerging creative outlets, including 360 video and Facebook Canvas activations
• Developed modern media center of excellence for largest geographic region
• Improved share of interactions vs. competitors for key markets – Sample data: one key market share of social interactions increased 81% vs. previous period before implementing best practices developed through regional.
• Completed direct media purchasing (Facebook/Google/Foursquare) and provided oversight of media agencies

Louisville, KY, US

• Managed all ATL media buying for the region, including in-house direct media purchase
• Provided leadership to community manager team of 30+ contacts at agency and distributor level to ensure all online activities and content creation were aligned with global and regional digital strategies
• Liaised with global digital brand directors to ensure global activities addressed an awareness of local market needs
• Collaborated with marketing managers within the Latin America team to ensure digital activations and initiatives were aligned with offline marketing campaigns (360° marketing)

Louisville, KY, US

• Created best-practice digital content sourcing and adaptation strategy (subsequently earned annual company marketing award)
• Served as team expert for digital marketing issues, coordinating with agencies and marketing managers across the region to deliver key digital strategy outcomes
• Created assets management system and championed usage of system for content sharing across (and between) regions
• Reviewed all BTL and ATL marketing activations for majority of region, ensuring all were within brand/legal guidelines
• Performed in-depth analysis of digital marketing effectiveness, coordinating implementation of improved posting strategies

Louisville, KY, US

Managed distributor and agency relationships, implemented and enhanced issue resolution processes. Ad-hoc data reporting from internal and external sources. Strategy and leadership meeting planning.

Louisville, Kentucky, US

Addressed issues and questions related to Payroll, Benefits, FMLA, Short Term and Long Term Disability, Workplace Policies, Employee Relations.Created and implemented electronics records keeping (replacing paper) for employment verifications. Developed innovative termination audit system using data signals to identify compliance risks.

Cincinnati, Ohio, US

Port Chester, NY, US

Program development for under-served youth.

Master Of Science - Data Science Ms, Data Science

Master Of Business Administration (Mba)

Bachelor Of Arts (B.A.), Spanish And Psychology