Karen Ebert, Msa Email and Phone Number

• Provide strategic consulting and post campaign measurement on in-store coupons, digital, television, and signage to both external clients and internal sales partners for effective marketing program design.• Lead the end-to-end process of developing CPG client insights, from understanding business requirements and leveraging 1st and 3rd party data, to extracting and summarizing data using SQL, Python, R, and SAS, creating visuals, and presenting findings.• Create actionable insights from customer purchase data to support business decisions around pricing, promotions, new product strategies, and SKU optimization.• Employ advanced statistical modeling to design and analyze test vs. control and A/B testing for marketing campaigns, providing actionable insights and recommendations for optimization based on rigorous data analysis.• Mentor and train junior analysts, fostering their professional development and enhancing their analytical skills through hands-on training and regular feedback.

• Recruit, hire, train, mentor and manage a team of 12 analytics managers, business analysts and database developers; lead the development of automated daily, weekly and monthly reports, dashboards, and insights.• Develop an analytics and reporting roadmap that presents key performance indicators and trends for full visibility on financial and performance metrics.• Maintain rigorous standards for data accuracy in all reporting, implementing quality control measures to ensure reliability.• Develop and deliver executive-level presentations on key performance indicators, translating complex data insights into clear, actionable information.• Analyze key business trends such as subscriber sales, product mix, average revenue per customer, sales cancels and disconnects.

• Utilize extensive knowledge of analytics tools, methodologies, and technology; data mining, cleansing, and analysis; and dashboards, graphs, maps, and other visuals to develop and present key insights that drive business strategy. Prepare executive presentations that tell complex analytic stories with visuals and key insights.• Skilled at evaluating and analyzing market and competitive environment, current and emerging trends, and current business performance to develop promotional and pricing strategies to drive business/revenue growth and profitability.• Serve as Business Relationship Manager between internal teams and external data vendors throughout the project lifecycle to ensure that all project deliverables, requirements, timelines, and objectives are obtained.• Recruit, hire, train and manage a team of business analysts; lead the development of automated reports and processes while ensuring data integrity and timelines and organizational objectives are met.• Analyze the effectiveness of marketing campaigns, including direct mail and email response rates/conversions, analyze digital marketing performance, and perform statistical analysis of A/B testing results.• Develop forecasting models to examine projected short and long term sales and quantify the impacts of competitive and internal promotional/pricing activity.• Provide supporting analysis for annual budget preparation of connects, disconnects, upgrades, and downgrades based on extensive review of current trends and results of predictive models.• Manage CRM marketing database.• Conduct customer behavior analysis, including propensity to buy and disconnect, and product mix and cluster analyses that drove new segmentation strategies for direct mail and email campaigns. • Prepare company and key competitor market and wallet share analyses, analyze customer retention strategy effectiveness, write SQL queries and run reports, and oversee focus group strategies.

• Extensive analysis of customer activity/behavior, including propensity to disconnect, upgrade, or downgrade services.• Support actionable business decisions and pricing strategies through the preparation of financial and business analyses.• Prepare market share analyses and projections.• Analyze promotional campaigns for effectiveness.• Provide modelling support for budgeting and forecasting.