Michael Weathers Email & Phone Number

Dallas, TX, US

Dallas, TX, US

• Managing 30+ team members responsible for optimizing media and promotion investments across Mobility and Fiber business for consumer and business audiences.
• Partner with executive leadership across audience strategy & planning, media, commercialization, product marketing, finance, and agencies
• Continue to scale use of experimental design to deliver Test & Learn
• Stabilize and speed up delivery of MMM and MTA
• Build new advanced modeling team focused on next generation measurement insights

Deerfield, IL, US

• Led marketing science and performance analytics team that drove use of advanced analytics to improve performance of marketing programs towards mass personalization.
• Delivered monthly strategic action plans to CCO, CMO and leadership team
• Scaled MTA across enterprise standardizing in-flight optimization process
• Reduced delivery latency of MMM results to 6 weeks after end of month
• Transitioned to heavy digital mix with elimination of $80 million print circular program
• Drove rapid testing culture delivering 5+ monthly pilots resulting in $200+ million revenue annually

Redmond, Washington, US

• Consulted Windows Consumer Product Planning, Product Management and Marketing teams on improving customer's product experience and next generation planning business decisions.
• Drove research to finalize brand positioning and messaging for Windows 8 launch
• Managed product satisfaction program to measure drivers of satisfaction, advocacy, re-purchase intent for Windows 7, Vista, XP as well as competitors OS
• Established best practices for linking behavior to perception data to enhance insights into Windows product experience
• Competitive assessment to determine how best to compete in tablets market during the initial launch of Microsoft Surface tablet

San Diego, CA, US

• Delivered integrated market and customer insight driven strategies in pursuing new wireless service business opportunities.
• Designed multi-country primary research to validate mobile marketing and mobile payment offerings that led to $200 million acquisition to enter space
• Developed marketing messages and customer acquisition models used to enter new location based services business
• Led India's mobile commerce business development efforts using local organization and consultants
• Managed user observational studies in 5 hospital systems, focus groups and telephone surveys with physicians and nurses to validate wireless concept resulting in new patent applications that was licensed to third-party.
• Conducted consumer research for Lifecomm project using focus groups and discrete choice designed online surveys to validate wireless healthcare service concepts, price sensitivity, and positioning that ultimately.

Chelmsford, MA, US

• Delivered actionable insights from large custom tracking studies to clients.
• Designed brand perception and awareness tracking study for Symantec
• Led multi-country quarterly market share tracking study for AT&T's multiple telecommunication products
• Managed multi-country competitive customer satisfaction tracking study for Nortel

Norwalk, CT, US

• Led marketing mix model (MMM) consulting engagements to measure effectiveness and efficiency of marketing programs.
• Built marketing mix models (MMM) for many consumer brands to optimize large marketing budgets
• Consulted clients on non-routine media activities such as Tropicana's media hiatus impact on volumetric market share
• Developed forecasting methodology for Warner Lambert (now Pfizer) resulting in new product offering for MMA
• Collaborated on development of next generation custom statistical modeling software used by internal analysts and clients

Hartford, CT, US

• Constructed impact measurement tools for affinity partner direct marketing programs.
• Built predictive response models to optimize AARP direct mailing efforts resulting in $4.4 million in incremental revenue
• Designed "test and learn" research to measure impact of direct marketing messages providing directions to marketing communications team
• Mentored team members on selection of appropriate statistical modeling methodologies to use in direct marketing

Master Of Science - Ms, Statistics

Master Of Business Administration - Mba, Marketing Strategy & Research

Bs, Business Administration