Michael Bowcut Email & Phone Number

Salt Lake City, Ut, Us

I lead a talented group of professionals in all aspects of marketing including search, SEO, affiliates, CRM, content, grassroots and experiential marketing to drive acquisition, retention and participation in Ragnar events.

In this role I led a team responsible for all strategies, programs and communications to create and maintain member engagement with the iFIT platform. This included challenging our user community, marketing new content, identifying and advocating for improvements to the iFIT app.One of the most important areas of a subscription business is member engagement. Keeping our members engaged in the product drives renewals and reduces churn. I was able to hire a tremendous team and create strong relationships with content producers, social and CRM partners and app developers, all of which drove engagement levels to record levels, which remained so even after the pandemic subsided.Specific responsibilities and contributions include:♦ Identifying and hiring a talented team of marketing professionals♦ Developing creative and engaging programs, such as monthly fitness challenges, providing incentive and motivation to the user community. ♦ Working with the analytics team to identify and create member segments and personas to better understand customer behavior and for targeted marketing. ♦ Working closely with the Content development team to develop, identify, and market the most important content to different segments of users.♦ Serving as the place to understand customers and their experiences on our platform, and providing insights across the organization. ♦ Identifying the primary KPIs of member engagement and then holding team members accountable for programs to meet those key performance indicators. ♦ Working with Development to enhance our platform and app, providing the best user experience. ♦ All of which drove engagement levels to their highest levels in company history.

Portland, Oregon, Us

In this role, I led all Marketing programs for the Columbia eCommerce division. My team and I were accountable for driving the traffic to Columbia.com through various marketing channels. We managed ad spend and were accountable to meeting sales and ad ratio targets.I managed a team of professionals, who are experts in their disciplines. We developed the digital marketing strategies necessary to meet our goals. During my time at Columbia, the eCommerce division recorded record traffic, sales, and profitability numbers. Specific responsibilities are listed below.♦ Directed all eCommerce Marketing programs for Columbia.com and Sorel.com, including SEM, SEO, Affiliate Marketing, Paid Social, Retargeting, and Email. ♦ Led all programs associated with the Consumer Greater Rewards (CGR) Loyalty program and grew enrollments and participation. ♦ Utilized customer and marketing analytics to determine marketing investment strategies to achieve sales and profitability goals. ♦ Determined testing strategies for evaluation of marketing program success. ♦ Partnered with Direct to Consumer Analytics team in the analysis of customer, loyalty and product level information.♦ Accountable for key business metrics, including traffic, ad spend, and ad ratio.

In this position, I directly managed and provided strategic leadership for all direct, online, and print marketing programs for four different brands. I also designed marketing campaigns and developed branding.Further, I developed marketing strategies based on business intelligence and analysis. Through this method, I impacted and increased both sales revenue and profit through marketing strategy based on direct customer level analysis and modeling. I identified insights on customer trends and developed informed, analysis based solutions and initiatives. Identifying these trends allowed me to successfully increase both customer retention and acquisition. I ensured consistent customer facing branding that protected brand integrity and added value to each respective brand. Selected Contributions:♦ Increased sales revenue and profit through analytics based initiatives that increased customer retention as well as customer acquisition.♦ Designed marketing strategies based on direct customer level analysis and modeling that supported and enhanced brand value.♦ Recognized for providing accurate and actionable analysis that drove positive change and initiatives throughout the organization.♦ Recruited, developed, trained, retained, and led a consistently high performing marketing and analytics team.

Seattle, Us

In this capacity, I envisioned and implemented strategic marketing campaigns for direct mail, email circulation, direct marketing campaigns, and seasonal marketing campaigns, all based on customer level analysis and data mining insights. I also ensured consistent branding.I led the direct marketing organization, including direct mail, email circulation, and direct marketing. I spearheaded customer level analysis, CRM, and statistical modeling program. Additionally, I recruited, hired, and trained statistical analysis team to develop statistical models. I designed and implemented robust testing program to analyze and improve the effect of direct mail and email on retail and online sales channels. I engineered models utilizing the membership database to analyze lifetime value, promotions and discounts, geographic and seasonal differentiators, catalog presentations, and multiple selling channels. This analysis proved instrumental in key business and marketing decisions.Selected Contributions:♦ Championed and directed initiative to develop a new marketing database and associated tool sets, which led to double-digit growth in sales and customers.♦ Recognized for creation of statistical analysis team, which provided the necessary information to increase sales to the retail and web channels.♦ Executed and developed a wide variety of seasonal marketing campaigns that increased brand visibility. ♦ Introduced and successfully implemented web analytics studies. The information gleaned from this initiative let to increased online and retail sales as well as an improved ROI.♦ Provided interim management of all mass media (TV, radio, out-of-home, digital, print), Internet Marketing (paid search, natural search, affiliates, CSE), social programs, and REI Visa and Gift card programs.

Middleton, Wisconsin, Us

In this position, I directed all direct marketing efforts for three separate catalog businesses, 25 separate catalog-mailing events, and an annual circulation in excess of 60 million. I also designed campaigns and drove consistent brands.I managed and provided leadership for direct marketing campaigns that drove nearly $300 million in annual revenue. I provided insight and guidance for three new catalog businesses’ launches including circulation and business planning, new customer acquisition, customer data capture and collection, vendor management, operations, and creation of key reports and performance analysis.Selected Contributions:♦ Proposed and initiated customer level analysis, testing and statistical modeling, which resulted in double-digit percentage year-over-year sales increase.♦ Played key leadership and support role in the launch of three catalogs. ♦ Supported and provided expertise to development of a new in-house marketing database. Worked on vendor selection including RFP process and selection committee. Advised vendor on database table development and field structure with insightful direction and suggestions.♦ Recognized for leadership ability and department’s consistent high level of performance and impact on key business strategies and decisions.♦ Provided accurate analysis and statistics to support business and marketing strategies in order to increase customer acquisition and retention.

Dodgeville, Wi, Us

I directly managed seven quantitative marketing analysts and statisticians to provide statistical modeling and customer analytics for the corporation across multiple business titles.I managed direct marketing analytical services including statistical modeling, circulation testing, research projects, reporting segmentation, staff training, and strategic leadership. I also provided analytical management for lifetime value, external overlay data, geographic modeling, and vertical vs. horizontal mailing strategy projects. ♦ Leveraged mathematics and statistical knowledge to provide insightful, actionable solutions and strategies based on analytical data.

I provided a variety of analytical functions to provide actionable, accurate statistics to help drive informed data based business decisions.

Master'S Degree, Statistics

Bachelor'S Degree, Mathematics