I have spent over 25 years pursuing my passion for the art and science of marketing. I love to geek out over the data to find ways to improve profitability of my marketing campaigns through more intelligent targeting, relevant offers, bid strategies and following disciplined testing principles that yield long term growth.I set my foundation in data-driven marketing while earning my Masters degree at Northwestern University’s Integrated Marketing Communications program. My love for the craft grew as I spent the early part of my career building extensive direct mail test campaigns at Intuit, an endeavor that resulted in significant growth in the profitability of the QuickBooks marketing spend. Armed with a foundation of Direct Marketing principles, I then forged ahead into the early days of true digital marketing after the dot com bust, working with AOL as it transitioned from sending CDs via snail mail to employing modern online advertising strategies to acquire new members. Throughout my career I have held leadership positions driving marketing strategy in a wide variety of industries, including manufacturing, entertainment, travel, banking, software, and online retail with major national brands like RSM, Ricoh, Time Life and PNC Bank.