Patrick Higgins Email & Phone Number

Stratham, Nh, Us

• Senior Marketing Manager for Timberland North America leading a team of 7 in the effort of helping build a best-in-class consumer engagement strategy. Owns the budgets and execution of ~$20 million marketing spend annually for brand marketing, performance marketing, retention, and analytics. • Oversees all Brand and Performance Media (traditional media, paid social, paid search, affiliates, Amazon etc.) to help drive channel performance through strategic planning and optimization. Actively engages key stakeholders to ensure we are constantly seeking out best-in-class activation and cutting-edge opportunities to engage our consumers. Regional lead for the Built for the Bold, This is Not a Boot, Your Calling is Calling and Speaks for Itself campaigns driving regional and global strategy. • Oversees owned Email, SMS and Loyalty strategies, aligning global brand building and regional business objectives. Pushes to constantly evolve our strategy to provide more personalized messaging based on consumer interest and behavioral propensities. Oversaw the launch of Timberland’s loyalty program, Community, in March of 2023 nearing 1 million members in its 1st year. • Oversees Marketing Analytics functions to ensure data is leveraged at every point of our marketing strategy. Lead and subject matter expert in statistical testing, mixed media modeling, web analytics, 3rd party research. Ensures that we have the framework to measure all elements of our marketing from investment strategies to creative development. • Oversees our consumer data platform (Blueconic) to develop our 1st party data strategy from data capture to data activation. Partners with teams across the greater VF organization to ensure we continue develop of 1P data processes in the most effective and compliant way.

Stratham, Nh, Us

• Marketing Analytics Manager helping set forecasts, drive campaign strategy and lead in-market performance optimization of all marketing channels for Timberland’s North America Tree and PRO business.• Acted as a consultant for Timberland and VF global teams, leveraging technical and strategic skill sets to help set consumer focused strategy in the constantly evolving digital landscape.• Implemented and leads the formal, regression-based test and learn process (The Digital Accelerator) driving constant strategic learnings to optimize all digital consumer touch points.• Lead on marketing mix modeling (MMM), multi touch attribution (MTA), and partner driven market research studies helping drive a deeper understanding of marketing effectiveness and measurement opportunities.• Lead on the consumer data platform (CDP) to help drive strategic development of our 1st party data for media activation and analysis.• Strategic and technical consultant for Digital Titan growth, helping drive forward marketing and measurement initiatives with Amazon and Target.com as we continue to grow our partnerships with major digital marketplaces.• Lead on market research for North America leveraging tools such as Forrester, eMarketer, SimilarWeb, Edited and Google Trends to help drive forward thinking industry strategy and insight.• Acting owner of Adobe Analytics and Google Analytics maintaining data stability and driving regular improvements to the web analytic platforms.• Implemented and managed Timberland's data management platform (DMP), Adobe Audience Manager, leading to a positive ROI on the first year the program.

Stratham, Nh, Us

• Marketing Analytics Manager advising on forecasts, driving campaign strategy, and acted as lead in-market performance optimization of all North American marketing channels

Salisbury, Ma, Us

• Managed Kurgo.com, helping grow the direct to consumer channel by optimizing site performance, project managing site enhancements, implementing strategic site merchandising, managing the product catalog and creating promotional strategies.• Leveraged Google Analytics and NetSuite business intelligence software to gather, analyze, and report on both site and operational performance to help identify areas of opportunity and drive strategic decision making. • Leveraged the Tableau Business Intelligence Software to do in depth data analysis for sales, product development, and marketing teams to help drive more informed business decisions. • Installed Google Tag Manager onto Kurgo.com to allow for easier tag management.• Enhanced the previous implementation of Google Analytics to optimize the data and reports provided. • Utilized Google Web Master Tools to monitor site performance and help identify areas of technical improvement on the site.• Managed the Google Merchant Product feed to ensure the best listing quality through Google AdWords.• Managed the Kurgo wholesale portal, managing the operations and product catalog. • Managed the Amazon product catalogs, working to optimize listings and creative through ASIN management.• Was in charge of identifying and executing marketing opportunities on Amazon.com, including managing large Amazon promotions and the Amazon Marketing Services account.• Implemented the BazaarVoice reviews, questions and answers, Syndications, and Connections services onto Kurgo.com.

Stratham, Nh, Us

• Leveraged Adobe Omniture and IBM Cognos to gather, analyze, and report on the data needed to help drive smart business decisions.• Maintained, updated, and distributed the Direct to Consumer Dashboard, reporting on eCommerce performance on a daily basis.• Analyzed consumer trends and reports to upper management on a weekly, monthly, quarterly, and yearly basis.• Was the lead analyst for Mobile Initiatives, gathering data on mobile trends and consumer behaviors which drive decisions for mobile strategy and optimization. Helped to grow the Mobile business 110% year over year.• Researched eCommerce Trends to help direct strategy in an increasingly competitive environment. • Built an advanced site performance dashboard from Omniture Data Blocks to allow for quick site performance review and real time metric correlations. • Built a consumer focused dashboard to allow for quick and easy coloration to be produced around custom reviews, returns, and sale data.• Helped marketing channels gather, analyze, and understand their various marketing campaigns.

Boston, Ma, Us

• Worked as a Project coordinator and Business Analyst for Liberty Mutual’s external facing Corporate, Commercial Insurance, Talent Management, and International websites.• Gathered Analytics using the Omniture Marketing Suite to help guide the direction of the websites.• Content Author and Trainer for both the FatWire and SharePoint content management systems.• Worked closely with IT development teams to ensure the proper implementation of all new projects.• Developed and maintained good working relations with external vendors.• Acted as a test lead for major project work for both the internal and external facing websites.• Helped identify scope and areas for improvements for the organization.

Boston, Ma, Us

• Worked to enhance and facilitate communications between Developers and Business Analysts to ensure that all projects are executed properly, with a high level of success and efficiency.• Functioned as a Quality Assurance Analyst for the Liberty Mutual personal insurance website in order to ensure the creation a high quality reliable product.• Researched software and creates procedural job aids to help facilitate the transfer of knowledge.• Helped identify and implement needed process improvements for the organization.

Bachelor Of Science (B.S.), Business Administration With An Option In Marketing, Geography

High School