Randy Sprenger Email & Phone Number

Milwaukee, Wi, Us

Milwaukee, Wisconsin, United States

Oversight of the Paid, Email, and Print team with a B2B focus specializing in driving demand and engagement within the business furniture sector through multichannel integrations. Part of the commercial leadership team working closely with sales and merchandise to drive revenue through online and offline initiatives.

West Bend, Wisconsin, United States

Delta Defense is a private company that provides marketing, operations, and customer care to the USCCA, a membership organization that provides education, training, and self-defense insurance. USCCA is the leader in its industry with over 800,000 insured members. Responsible for leading the teams of Strategy/Business Planning, Marketing Analytics, Digital, Creative, Media, Retail/Product, and Official Partner program marketing.• Grew new revenue stream (Official Partners/Dealers program) from 14% to 53% ($46 million).• Created a lead acquisition program that returned a 7.5% conversion rate (Salesforce Marketing Cloud & Braze).• Transitioned a partner event program to a revenue generator of $3-$5 million/year (Swoogo & Retool).• Led the Marketing Analytics team to create and maintain a real-time marketing scorecard (Domo & Tableau).• Led the cohort analysis of lead conversion and quality/cancellation reports.• Led team that saw a 22% lift when utilizing Programmatic Media (OTT) for the Training Division.

Greater Milwaukee Area

Responsible for the Digital Marketing Channel team. Collaborated with Sales and Business Intelligence teams to drive U.S. sales volume, while focusing on new customer acquisition and retention programs in alignment with the corporate strategy. Creation of a decile audience segmentation and A/B testing to optimize email engagement and conversion. Led cross-functional teams to execute data-driven solutions with marketing automation platforms (Salesforce & Oracle) supporting bikes, accessories, motorclothes, rider training, membership & museum.• Drove $2.86M in online revenue (+208% YOY) through an email channel for multiple business units.• Led the marketing automation (Salesforce Marketing Cloud) contact strategy for the H-D Rider Training program.• Participated in the creation of a 3-year Performance Marketing/Digital roadmap in collaboration with IT.

Greater Milwaukee Area

Responsible for the strategic direction and evolution of H-D’s global CRM while managing multimillion-dollar budgets. Oversight of the global customer master (CDP, MDM, DSP) and the CRM analytics team. Coordinated and utilized First, Second, and Third-Party data. Delivered and analyzed the customer journey with recommendations on multichannel solutions that generated revenue and delivered the KPIs. Collaborated with the Sales organization to achieve short and long-term goals. Appointed by leadership to be interim global e-commerce lead. • Led the team that strategized and implemented the H-D centralized customer master (CKC) solution within privacy compliance across the globe, consisting of 30 million records.• Drove an incremental $8 Million with a multichannel private offer.• Created a 3-year CRM strategy and roadmap for senior leadership.• Led the Customer Behavioral Scoring project, highlighting the opportunity of 2.8 million intenders.

Greater Milwaukee Area

Responsible for the strategic direction, brand voice, and daily operations of Harley’s digital channels while leading new product campaigns; managing music partnerships, and integrating national partners (UFC, Marvel, Miller Brewing, rockstar) to ensure scale. The team was also responsible for oversight of dealer digital marketing and a national co-op program.• Oversaw the global solution for the 110th Anniversary Web experience (39 locales, 19 languages) that included an online graphic maker (UGC), social wall and led the Miller Brewing “High Life Harley Moments” surprise and delight concept and videos.• Successfully led the Kid Rock program to exceed the lead acquisition goal by 54% through dealer and national promotions, tour activation, partner social media integrations, and coordination of a private dealership concert.• Led the “Taste of Freedom Tour” that took five non-riding social influencers from a prospect to a rider over the course of 6 months, providing over 200,000 social engagements and 46 million impressions.

Greater Milwaukee Area

Responsible for multichannel communication of Customer Lifecycle Marketing (CLM) from acquisition to retention. Oversaw direct mail/database marketing of the customer master for all H-D business units across marketing segments with a focus on corporate brand email programs and nurturing triggers. Conducted behavioral study to provide insight into lead frequency and purchase timing. • Contributed to over $100 million in margin while saving over $600,000 through programs that acquired leads and nurtured them to a sale. • Grew the email subscriber list by 50% and revamped the HOG members renewal program.• Revamped the Dealer Direct Mail program saving over $800,000 and increased dealer participation from 30% to 76% which resulted in an average lift of 20 points on apparel sales for dealers in the program.

Greater Milwaukee Area

Responsible for all digital advertising, paid search, social and direct mail/database marketing which included oversight of the corporate customer master database for the U.S.• Increased SEM PPC click-through rate by 57% over the previous year, lowering the cost-per-click by 12% while the overall industry saw a 14% increase in clicks.• Created a rich media banner campaign (Dark Custom) that produced 27 times the industry standard CTR with an interaction rate of 46% (the standard was 20%).• Managed the successful migration of the corporate customer master from KBM to Acxiom on time and on budget with an expected savings of $1 Million within the first year.• Oversaw marketing analytics for CRM and utilized high-propensity modeling for campaigns.

Greater Milwaukee Area

Responsible for developing business opportunities in a newly created department for H-D called Enthusiast Services Business Development. This area was formed to investigate opportunities that existed within current programs and new initiatives. Analyzed and monitored industry trends, emerging technologies, and best practices.• Sold a multi-year paid partnership worth $1.7 million to Best Western and Shell Oil Corporation.• Integrated the first-ever travel booking engine (air, hotel, motorcycle shipping) into H-D.com.• Led the development and implementation of the H-D Ride Planning application that drove millions of rides to be created and collaborated with a product team to successfully integrate the latest GPS hardware to enable route uploads.

Greater Milwaukee Area

Responsible for the development and global oversight of Harley-Davidson’s corporate Web sites (H-D.com & Buell.com) and email programs while building the Digital & E-commerce department.• Developed and launched the framework for integration of multiple stakeholders (HOG, H-D Rentals, H-D Shop) along with our global sites into a single-branded Web presence. • Developed an online motorcycle customizer utilizing a product fitment database (H-D Bike Builder).• Provided leadership on the NASCAR partnership designed to contribute to brand visibility and referral links to H-D.com driving up to 80,000 visitors/month.• Developed and implemented the redesign of H-D.com including the implementation of single sign-on across multiple properties.

Greater Milwaukee Area

Responsible for the day-to-day management of all projects being developed by a 12 person team. Served as account, technical and creative liaison for duration of projects; translated the client’s direction of work into an appropriate project plan and ensured that it was executed correctly and promptly; participated in client presentations for existing and new business. Led recruiting and transition of external resources to augment staff as well as evaluating new vendors and partners.

Bachelor Of Fine Arts (B.F.A.), Design And User Experience

Certificate, Webmaster Course

Certificate, Leadership Academy For Managers

Associate Certificate, Project Management Methodology