Shannon Gates Email & Phone Number

Greater Minneapolis-St. Paul Area

• Installed and managed IBM Campaign instance for next-generation marketing database.• Hybrid project lead/SME, connecting Marketing Technology, Campaign Operations and traditional IT teams.• Conceptual and tactical solution developer for campaign-related enhancements. With rapid prototyping, we deliver immediate solutions for campaign users and reduce traditional IT development timelines.• Owned transformation efforts to convert high-effort campaigns from manually built cells, to highly automated programs with data-driven input from Aprimo MRM and tables.

• Managed agency’s campaign operations capability for leading vacation client, transitioning execution from previous vendor to The Lacek Group within several months.• Designed transitional documentation and visual campaign briefs to ensure campaign requirements are clearly understood across teams and roles.• Executed complex national campaigns in SAS Enterprise Guide/Base SAS, while concurrently laying groundwork for SAS Marketing Automation deployment.• Proposed new contact history model and operational standards to facilitate transition to SAS Marketing Automation. Model accommodates offer variability and analysis not supported with current infrastructure.

Greater Minneapolis-St. Paul Area

• Introduced enhanced techniques for automated trigger campaigns including query consolidation, singular modification points and reference tables. In one scenario, 100 messages were consolidated into a single statement.• Developed contact management proof of concept leveraging Unica Optimize. Concept allows client to prioritize planned contacts for a single customer, while accommodating flexibility for last-minute requests.

Greater Minneapolis-St. Paul Area

• Designed critical functionality during Unica implementation for grocery retailer; including foundational documentation, automated campaign framework and end-user tables to accelerate and simplify campaign development.• Mentor client Campaign Operations team in best practices, new functionality direction and existing process optimization. Developed initial documentation and framework for operations team to build upon.• Primary Unica developer for client facing targeting platform with completely automated selection and targeting control in Unica. (Developed exclusively within Unica Campaign module.)

Greater Minneapolis-St. Paul Area

• Supervised campaign management engagement for a Fortune 100 consumer electronics retailer.• Managed team of DenuoSource campaign designers in India, greatly increasing the client’s capacity without adding FTE headcount.• Ensured accurate development and interpretation of campaign requests by providing design guidance and business context to our DenuoSource and client teams.• Implemented new procedures and validation to ensure a high-quality output. Redesigned campaign QA processes, significantly reducing error rate during client review.• Relentlessly searched for opportunities to enhance and streamline both new and recurring projects.

Greater Minneapolis-St. Paul Area

• Managed campaign operations capability, including process definition, documentation, quality assurance procedures and training.• Directed and mentored SUPERVALU India offshore resources assigned to campaign development. Lead knowledge sharing sessions with both onshore and offshore audiences.• Directed IT development effort and enhancements for SUPERVALU's campaign management platform, Teradata CRM (TCRM).• Primary designer for new TCRM campaign concepts, including sophisticated campaigns with behavioral targeting and competitive segmentation testing.• Modernized contact history data model to support the next generation of highly variable communications.

Greater Minneapolis-St. Paul Area

• Managed campaign workload for several business groups. Provided mentoring and assistance to assigned campaign designer.• Member of core project team selecting Best Buy’s new e-mail service provider.• Developed front-end reporting for new campaign response attribution system.• Leveraged Unica Campaign to create business-critical daily extracts, significantly reducing IT expense while ensuring future flexibility.

Greater Minneapolis-St. Paul Area

• Prepared targeted customer lists utilizing Unica Campaign for direct marketing programs, spanning contact channels and initiatives, with a constant focus on automation and efficiency gains.• Designed and implemented automated daily behavior-based e-mail triggers.• Bridged data from multiple enterprise data sources for research and customer follow-up programs; utilizing Unica Campaign as an ETL solution.• Created queries and SQL for large-scale enterprise databases, including Oracle, Teradata and SQL Server.• Created reports in Visual Sciences, Crystal Reports and Microsoft Excel linked to live database sources or data marts.

Greater Minneapolis-St. Paul Area

• Primary support contact and report developer for our internal BusinessObjects-powered marketing platform and on-site WebIntelligence system, both linked to a Microsoft SQL Server relational database.• Conducted on-site and web-based client training sessions to train credit union users to operate our WebIntelligence-based MCIF system.• Developed data and address standardization software to prepare client mailings, increasing overall delivery rates and reducing delivery expenses.