Michael Lyke Email & Phone Number

Bloomfield, CT, US

Leadership in gauging the effectiveness and impact of customer communications

Bloomfield, CT, US

- Support the CRM objectives for Cigna- Build campaigns to support enterprise and client-specific CRM campaigns- Test and validate various data points for inclusion in targeting future CRM campaigns

Menlo Park, CA, US

• Support corporate CRM initiatives thru Email and Direct Mail marketing
• Strategize with internal business partners to support CRM goals and objectives
• Validate and execute CRM campaigns thru Teradata, including HTML and Business Acceptance Testing
• Partner with CRM IT team to identify, manage and validate data elements to be made available in CRM campaigns
• Create and manage Features and User Stories for new data requests – within the Agile work stream process

• JETS Schmoozers is the largest networking group in CT providing transition services for job seekers by advocating JSWT membership and engaging speakers on pertinent topics.
• Coordinate and lead all meetings, setting all agendas
• Engage new members in process and team documents
• Advise candidates on current searches and innovative new trends

Livonia, Michigan, US

• Charged with developing the strategies and methodologies for integrating Digital Products into the Print Marketing Plans following Valassis acquisition of Brand.net and Circle Street. Integrate the products and.
• Developed training for Digital Sales Teams, introducing them to the data and targeting available.
• Led training for Marketing, Targeting, Sales and other teams within Valassis.
• Develop new product applications for Print & Digital planning.
• Valassis Centers of Marketing Excellence (CME) lab group – participated in and led experiments for the purpose of identifying marketing trends and methodologies to guide future planning
• Product / Sales Engineer role to support Valassis / Brand.net Sales - presenting in front of clients

Livonia, Michigan, US

• Managed 10 Targeters / Media Planners supporting accounts with > $10MM Revenue / Opportunity)
• Established new strategies and developed products for media planning and targeting usage
• Advanced targeting by devising new targeting solutions aimed at better identifying retail trade areas and consumer audiences
• Presented to various levels ranging from media managers to CMOs at clients and agencies for over 15 accounts out of 22 in the vertical
• Conceptualized budget and cost-measurement tools for forecasting and pricing negotiations
• Created dynamic customer segmentation models to enhance targeting capabilities

Livonia, Michigan, US

• Led targeting team for core categories – Grocery, Restaurant, Home Furnishings
• Developed Targeting strategies for key clients aligned to clients' goals and objectives
• Managed team of 6 media planning specialists

New York, NY, US

• Coordinate cross reference for all accounts between both legacy systems to ensure all account activities and history are captured for billing purposes
• Managed collections for group of 30 accounts in order to develop familiarity with all systems.
• Trained the Hartford-based staff on the paid-loss billing practice as used by the former St Paul Companies, including the development of training and reference materials.
• Support staff of 150 in both systems access and computer issues.

Bethel, Connecticut, US

• Identified list properties and attributes to be included in consumer database product – including both LSC’s internally-managed lists and externally acquired data elements.
• Performed requirements analysis to determine all facets of new product – from product build to customer delivery process
• Managed process to deal with the intricacies of database / name duplication including development of beta testing scenarios
• Created documentation for product including generic count reports and custom list reports.

• Partnered with account teams to guide audience selection for DM campaigns – procuring all lists
• Managed up to ten vendor relationships that were critical to PreVision Marketing’s core business
• Decreased operational costs thru renegotiation of existing contracts
• Acted as liaison for research and analysis agencies including Forrester Research and FindSVP
• Provided support for internal research projects with various account teams and departmentsCompany was purchased and now is known as 89 Degrees

Livonia, Michigan, US

Oversaw the outsourced vendor partners for both the Customer Service / Sales and the Production / Shipping of ADVO's Residential List

Lead analyst for the rollout of Advertising Targeting Zones (ATZs) – sub-ZIP Code zones used to effectively target not only geography but socio-economic audience, across all ADVO markets.

Hartford, US

Bachelor Of Arts (Ba), Journalism

Education record