Mitch Walden Email & Phone Number

Bentonville, Ar, Us

Omaha, Nebraska, United States

Driving success for digital, loyalty, customer activation and owned social media strategies for Scooter’s coffee. • Leading rebuild strategy for Scooter’s Coffee loyalty program, including current program analysis, recommendation of future program structure, modeling of financial impact from program shifts and pilot/ measurement plan for rollout.• Marketing side lead for Scooter’s Coffee mobile app rebuild. Fourteen-month project including vendor evaluation, requirement definition, project management, testing and roll-out (will complete early Nov)• Selected, deployed and onboarded new stack of marketing technology partners

Bentonville, Arkansas, United States

Responsible for developing and leading a team of digital professionals and agencies tasked with driving holistic omni-channel initiatives including media, web, loyalty and CRM, as well as digital acquisition and optimization strategies through SEM and SEO as well as e-commerce and retail media to drive B2C and B2B acquisition and full-funnel engagement for Elanco’s US Pet Health market.• Identify gaps, redundancies and inefficiencies in existing data, technology, analytics and process capabilities, and develop strategies for data structure, marketing technology, and web functionality that enable innovation across all digital channels• Establish digital roadmaps through collaboration with brand and internal stakeholder groups to set the vision and influence support for digital priorities with US and global leadership.• Leverage research, analytics, modeling and testing to understand consumer path to purchase and position Elanco as a digital leader in the animal pharmaceutical industry while maximizing ROI from brand investments across digital and media.• Collaborate with global digital teams to implement scalable testing strategies which create a framework for expansion to worldwide markets.• Own media planning and execution for 12 brands and over $80M in annual media spending across linear, streaming and connected TV, online video, programmatic display, paid social media, Ecommerce and Retail partnership strategies

Louisville, Kentucky Area

Led a team responsible for identifying the most valuable consumer segments for Papa John’s, their key insights & motivations, and the ideal communication strategy to optimize customer acquisition and lifetime value. Leveraged traditional media outlets and innovative digital plans through television, digital video, connected TV, SEM, SEO, display, digital audio, and paid social media to deliver brand and promotional messaging targeted to key customer groups. Developed and executed customer lifecycle and loyalty programs to maximize share of spend, reduce customer attrition and build brand affinity.• Led the rebuild and relaunch of the Papa Rewards loyalty program in during 2018, including pre-build consumer research, user experience design and post launch user testing against key member segments to verify functionality. Re-launch has resulted in 17M+ new members since launch and growth in overall system sales mix from 33% to 48%.• Migrated Papa John’s to an up-front media planning model, with focus placed on driving media efficiency through media mix modeling, ROI analysis and improved targeting of key customer segments. Change resulted in a 39% year over year increase in ROI from media spend.

Greater Memphis Area

Responsible for development of media objectives, strategies and tactics to effectively and efficiency meet marketing/ advertising objectives. Oversee $80MM media budget, including planning, negotiating, tracking, analyzing, researching, budgeting and accounting for all media. Accountable for devising holistic media plans to increase sales and meet annual marketing objectives. - Manage development of annual media objectives, strategies and holistic media plans- Manage implementation of all planned media activities- Oversee agency team of 15-20 people as well as in-house media team- Lead development of competitive analysis/ reports and recommend strategic action based on implications- Develop and recommend new media tests and opportunities to maximize program ROI

Greater Memphis Area

• Led implementation of Adobe Campaign and Adobe Audience Manager, consolidation and migration of Loyalty and non-Loyalty email programs, and CRM database migration from 3rd party to agency to create an optimized marketing technology stack.• Responsible for developing integrated campaigns for direct mail, email and SMS marketing, leveraging customer data to drive personalized communication across channels.• Regularly present to executive leadership on key initiatives impacting direct marketing strategy, marketing technology implementation and customer database optimization.

Greater Memphis Area

Responsible for developing cross-channel strategies including in-store, direct mail, email and digital, to drive membership and program sales penetration metrics for AutoZone Rewards loyalty program.

Greater Memphis Area

• Drove traffic acquisition for AutoZone.com through Email, Affiliate and SEO, as well as site conversion through A/B Testing, U/X Optimization and VOC Survey research.• Led business-side project initiatives, including initiation document creation, requirements development, wireframe design and creative approval for key projects including Geo-Location, AutoZone Community, SEO, Email Migration, A/B Testing, Email Acquisition and Checkout Redesign.

Springfield, Missouri Area

• Managed online marketing efforts including SEM, Email, Social Media and Web Content Creation, focused on attracting and converting web customers through OAP’s DIY website. Successfully drove 80+% year over year web traffic growth.• Implemented Email and Social Media subscriber acquisition programs which drove growth of 500% and 300% respectively for those programs.• Leveraged web analytics to optimize SEM marketing campaigns around key online categories, resulting in a 390% ROI from campaign spends.

Branson, Missouri

• Expanded nightly rental marketing efforts to include Radio, SEM, Display, Print, Billboard, Web and Affiliate, resulting in 30+% growth in nightly rental revenues for 3 consecutive years.• Leveraged surplus rental inventory to launch private label rental website which drove $150K in rental revenue in first year (roughly 10% of entire resort revenues).

Bachelor Of Science (B.S.), Finance And Marketing

Masters Of Business Administration - Mba, Marketing