Robert Mcglashan Email & Phone Number

Los Angeles, CA, US

California, United States

Redwood City, CA, US

Boston, Massachusetts, US

• Champion paid media performance telling the goal-focused story and ensuring relevant KPI’s are brought to bear for optimization and success measurement with assigned clients (CPG, E-commerce and retail).
• Develop and manage analytics projects including location-based/’brick and mortar’ measurement, media mix modeling, testing strategy (A/B and MVT), benchmarking and paid media campaign metrics.
• Meld insights from omni-channel digital media/social platform performance, MMM/MTA as well as brand lift studies for internal and external stakeholders.
• Development of campaign learning agendas to drive creation of brand lift studies measuring campaign message pull though and ad awareness as well as driving media/creative strategies
• Manage and design/outline contents of campaign dashboards using PowerBI.
• Supervise, train and mentor junior team members.

London, England, GB

• Champion business intelligence analysis creating campaign-specific KPIs driving ongoing campaign optimization and identification of trends with assigned client (Facebook/Instagram, BP/Castrol).
• Design and manage analytics projects including location-based measurement, media mix modeling (MMM/MTA), testing strategy (A/B and MVT) and media campaign metrics.
• Meld insights from multi-channel digital media performance and brand lift studies for internal and external stakeholders.
• Development of campaign learning agendas to drive creation of brand lift studies measuring campaign message pull though and ad awareness.
• Engage, evaluate and contract research and analytics vendors.
• Manage and design/outline contents of campaign dashboards.

Burlington, MA, US

• Perform business intelligence analysis using large disparate data sets to identify trends, define strategy and recommend growth/optimization opportunities for clients like AT&T and Wells Fargo.
• Leverage web analytics, SQL, a variety of analytic and visualization/reporting tools as well as model building to establish and track performance against KPI’s.
• Decipher findings into succinct formats and present actionable insights to internal and external stakeholders.
• Champion A/B and multivariate testing identifying favorable strategies for new and long-term growth.
• Collaborate with multiple internal departments to launch initiatives based on defined strategy recommendations.
• Produce, perform and present ad-hoc reporting as well as regularly cadenced business reviews (weekly, monthly, quarterly).

Pasadena, California, US

• Analyzed, identified and communicated opportunities in multi-channel marketing efforts for national and regional clients utilizing digital (SEM, display and social), broadcast (TV and radio), direct mail, OOH and.
• Utilized/compiled large data sets and created models to identify growth opportunities, refine strategies and create relevant KPI’s.
• Translated findings into actionable, digestible and measurable reports/presentations for internal and external stakeholders (i.e. – developed ways to “tell the story”).
• Created data-driven strategy and recommendations as well and partnered with multiple cross-functional groups to bring those strategies to fruition.
• Scrutinized new business and media channel opportunities for long-term viability for our clients and the agency.
• Championed A/B testing and segmentation strategies based on data analysis for audience, creative and offer as well as structure validation process to ensure success at rollout stage.

• Campaign and data analysis ensuring optimized campaigns and identification of additional marketing opportunities.
• Directed media and creative execution for all marketing efforts for customer retention and new business increasing “per effort” yields by more than 50% (production and revenue).
• Evaluated and championed bid integration tool (Omniture) for SEM and display; this included cost per click (CPC), cost per acquisition (CPA) and cost per thousand (CPM).
• Built a successful customer loyalty program that was spun off as a separate business unit.
• Developed online/offline strategies (SEM, email, banners, website, direct mail, upselling/cross promotions, etc.).
• Manage product pricing strategies and brand marketing for seven unique websites.

• Supervised a staff two; one manager and one coordinator.
• Developed strategy and drove execution of marketing for retention and new business increasing customer base by 7%.
• Established test scenarios, ROI objectives and customer lifetime valuation based on detailed campaign analysis and response tracking.
• Utilized multiple tactics in customer acquisition and retention programs (SEM, email, banners, website, direct mail, upselling campaigns, cross promotions, trade shows, etc.).
• Responsible for customer/list targeting strategy, media buying and segmentation of internal and external lists.
• Wrote copy for all efforts and coordinated with freelancers to create design of marketing collateral.

Atlanta, Georgia, US

• Managed and planned campaigns for narrowband and broadband customers through targeted direct marketing campaigns.
• Developed and managed partnerships with Fortune 500 companies for direct marketing efforts (USAA, Disney, Delta Air Lines, AARP, Apple) utilizing partner databases.
• Responsible for segmentation strategy of partner databases, developing testing strategies, campaign analysis and tracking to ensure ROI objectives were achieved.
• Utilized marketing tactics ranging from direct mail, SEM, email, television, display ads, radio, POP’s, sweepstakes, bundling and other online methods.
• Introduced new channels in targeted publications increasing customer acquisition by 11%.