Oversaw all aspects of P&L, expense management and forecasting for startup retail energy provider that employed Direct Sales/Network Marketing as the customer acquisition methodConducted in-depth competitive analysis of market space and state by state restructuring climates to develop business launch planDeveloped distributor compensation plan forecast model and led development and rollout of the plan which drove company growth to over 10,000 independent sales associatesLed analytics driving revenue lines including customer pricing and rewards, associate value proposition, market expansion to seven states and three productsDeveloped analytic database and reporting platform that drove key strategic decisions

Determined value of all credit card acquisition opportunities and led optimization of $80MM budget, which drove 1.2MM new accounts in 2010Rolled out a new valuation process which generated an additional $20 MM in pre-tax earnings in 2009.Developed and implemented robust testing process for acquisitions that resulted in new product strategies in several business segments (led product shift in Airline segment which increased response as well as pre-marketing PBT by $200 per account)Owned analysis of new account product strategy including APR, introductory rates/periods, and premiums which drove profitability improvementsImplemented new method of targeting for Direct Mail channel which incorporates behavior models, in addition to response models which reduced negative select and improved account profitabilityLed valuation and optimization of acquisition opportunities for a brand business with goal of generating 900K profitable accounts per yearDeveloped and implemented a new targeting engine which increased per-account profitability by 50%, while lowering credit losses and attritionRecommended First Class mail for a portion of universe. Acquired 150K incremental accounts in 2006 and 2007 and increased vintage profitability by 15%

Developed long term information management strategy for the Credit Policy department, including integration of Heritage organization (BankOne and Chase) reporting and data mart capabilities.Developed business requirements for new Credit Policy reporting data mart

Owned development of company’s new accounts marketing database, including new data sources, channels, and processesWorked with Marketing, Credit and Finance departments to define requirements for data marts and other analytic databasesArchitected and delivered Targeting and Capacity Planning tools which were used to drive marketing investment and business planning.Deployed BusinessObjects WebIntelligence as primary data delivery toolImplemented the Instant Pre-approval channel, allowing Providian to acquire accounts through customer touch points of partners