• Support the strategic design, implementation, and optimization of customer journeys andprograms by partnering with sales, marketing, and product teams to maximize profit, revenueand ROI on loyalty programs, customer segmentation and pricing analysis using predictive datamodels, quantitative analysis, and advanced analytics techniques.• Collaborate with cross-functional teams to understand data requirements and translate theminto actionable analysis and reporting solutions using interactive dashboards, reports, and datavisualizations in Microsoft Power BI.• Develop, maintain, and optimize data models and databases using SQL, ensuring data accuracy,integrity, and performance.• Analyze large and complex data sets to identify trends, patterns, and correlations, and provideinsights to stakeholders.• Collaborate with sales leadership to develop and maintain sales reporting, forecasting andcommission reporting.• Collaborate with marketing leadership to conduct predictive modeling for customer behaviorand spend while using economic modeling to analyze spend and marketing mix.• Conduct ad-hoc analysis and data mining to answer specific business questions and supportstrategic initiatives.• Collaborate with cross functional teams to develop database architecture, schema and design tosupport CRM development and utilization in conjunction with data warehouse requirements.• Establish and perform workflows for data cleaning, data transformation, and data validationtasks to ensure data quality and accuracy.• Stay current with industry trends, best practices, and emerging technologies in data analysis,visualization, and reporting tools.

Optimized the overall contact strategy for customers and prospects by leading and mentoring a team that includes the following areas: Marketing Production, Circulation Plan/Execution, Customer Data, and Marketing Analytics. This team helped deliver content showcasing Marketlab's products and services, ensured that catalogs were mailed to the right Contact at the right Organization at the right time, and constantly analyzed and improved processes and results.• Utilized customer data to continually optimize marketing mix across all channels, including catalog, sales, digital and ecommerce. • Responsible for companywide key metric reporting and provided sales and expense forecasting and analysis, including marketing promotion analysis and customer segmentation. • Interpreted data, identified opportunities, and presented information, conclusions and recommendations related to product/customer development, customer acquisition and retention, and optimal multi-channel marketing mix. • Responsible for managing database update/maintenance and enhancements: Established database specifications and provided direction on data capture and cleaning customer database. • Responsible for development and implementation of a staffing plan that was pertinent to the effective and efficient operations of the Marketing team.• Optimized and managed marketing workflows including facilitation of marketing project kickoffs, established project deliverables, and created production schedules. • Developed and communicated timelines, milestones, next steps, and status to the entire team. • Collaborated with cross-functional teams to improve internal processes to increase operational capacity. • Responsible for the catalog production process and printing, ensuring on-time and on-budget execution. Identified opportunities for efficiency gains and optimization of the print and production processes.

Responsible for optimizing the overall contact strategy for customers and prospects across all channels. Led a team in providing database support and in-depth analysis for company-wide direct marketing activities.• Utilized customer data to optimize marketing mix across all channels, including catalog, sales, digital and ecommerce.• Developed House and Prospecting contact and promotional plans for all brands consistent with company goals.• List coordination and management: Scheduled and directed outside vendors to produce segmented output file for direct marketing promotions;developed rules that further reduce duplications; interacted and negotiated with list brokers for purchase of new lists to continually expand the mailable universe.• Responsible for companywide key metric reporting and providing sales and expense forecasting and analysis, including marketing promotion analysis and customer segmentation.• Interpreted data, identified opportunities and presented information, conclusions and recommendations related to product/customer development, customer acquisition and retention, and optimal multi-channel marketing mix.• Based on analysis, developed and implemented marketing initiatives, including targeted marketing across all available channels.• Worked with creative, product development, inside sales, and ecommerce teams to drive actionable initiatives based on analysis and research.• Responsible for managing database update/maintenance and enhancement: Established database specifications and provide direction on data capture and cleaning customer database.• Responsible for development and implementation of a staffing plan that was pertinent to the effective and efficient operations of the Database Marketing team; this includes selecting, training, assigning, coaching, counseling, and disciplining employees.• Facilitated communication between Database Marketing team and organization regarding projects, resources and general updates.

Provided planning, production, and analytical support working with industry leading multi-channel retailers, digitally native brands, and wholesale brands. While ensuring marketing initiatives were accurately completed in a timely manner, interacted regularly with Belardi Wong's Strategic Services team, industry vendors, and clients.• Co-developed and managed campaign production calendar; • Communicated with all key players (clients and vendors) effectively;• Collaborated with clients to confirm necessary campaign data and assisted clients in providing that data; • Performed final selects for mail file and ensured final mail file’s delivery to printer; • Managed campaign data production and post campaign data analysis;• Aided in the creation of extensive post-campaign analysis with all key metrics, utilizing both advanced Excel and PowerPoint skills; • Assisted with other client services as needed;• Analyzed competitive marketplace and followed marketing trends; • Miscellaneous reporting and measurement.

Responsible for the development and optimization of the overall catalog contact strategy for MarketLab, Newmatic Medical, Sharn Anesthesia, Cone Instruments, and Hopkins Medical Products. Leader of a team that provides database support and in-depth analytics for company-wide marketing and sales activities.• For 2021, over 10 million catalogs were mailed and constantly optimized to achieve maximal sales and profitability.• Created functional expert documentation for all Circulation-related activities with a focus on continuous process improvement allowing the team to take on more responsibility without increasing resources.• Member of the inaugural Process Improvement Leadership Team in 2017.

Responsible for planning and implementation of several key marketing-related projects for Chief Marketing Officer. The primary project involved migrating the mailings from a legacy merge/purge process to a database-related process with a reputable external partner.

Directed the day-to-day operations of 40+ employee Circulation & Advertising Department. Recruited, developed, and motivated staff to ensure optimum utilization of resources and the highest levels of service. Oversight of planning, coordination, analysis, and reporting of all ULINE (US, Canada, and Mexico) customer retention and customer acquisition catalog mailings. Directed strategy and execution of online advertising, email, and direct mail campaigns.• For 2013, oversaw and optimized $92 million online advertising budget, combined with 98 million catalogs mailed on time, on budget, and guided by an effective plan.• Successfully negotiated favorable multi-year contracts with key vendors, including Dun & Bradstreet, InfoGroup, and Canada Post. The Canada Post 2014-2016 agreement saved the company just under $13 million.• Realigned tasks of 12+ member Customer Database Maintenance Team to realize significant efficiency gains.

Provided strategic direction and management of planning, coordination, analysis, and reporting of all customer retention and customer acquisition catalog mailings. Also managed PPC/paid search advertising and miscellaneous analysis pertaining to Accounting, Distribution/Warehousing, E-Commerce, Merchandising, and Outside Sales Departments. Provided training for, development of, and management of Circulation Manager, Manager, Paid Search Advertising, Manager, e-commerce Analytics, and Manager, Marketing Analytics. Led TAKKT America Corporation, Plant Equipment Group (C&H Distributors, LLC; Avenue Industrial Supply Co.Ltd.; and C&H Productos Industriales SRLCV) Circulation and Database Marketing department on an interim basis.• Developed more effective multi-channel metrics to optimize advertising with limited marketing resources among the various marketing channels (catalogs, websites, Outside Sales, etc.).• Successfully completed the Haniel EXPAND! Advanced Leaders Programme (Haniel Academy (Duisburg, Germany)/Ashridge Business School (Berkhamsted, United Kingdom)) which culminated in an international group presentation with a topic of “The Gaerner Catalogue of the Future.” Gaerner is a TAKKT Europe multi-channel marketer of plant equipment.• Oversaw and optimized nearly $4 million PPC/paid search budget, combined with more than 10 million catalogs mailed on time and according to a well developed plan.• Panel Participant, Profitable Customer Acquisition Techniques to Boost Your Business, at ACCM (The Largest Conference for Catalog, Internet, and Multi-channel Merchants).

Strategic oversight of all aspects of corporate circulation planning, analysis, and execution. Utilized an internally built and maintained SQL/Microsoft Access marketing database to complete corporate wide queries, reports, and analysis. Responsible for ongoing training, development, and staff management. • Actively participated on several corporate committees/task forces: Executive Committee, Internet Task Force, and Customer Bonding Committee. • Chaired the Internet Task Force until the hire of a Director of E-Commerce.• As the chairperson of the Internet Task Force, led the effort to launch multiple websites.• In partnership with an external vendor, managed the synchronization of the externally-maintained customer mailing database and the internally-maintained customer database, utilizing SQL/Microsoft Access table structures which resulted in a customer database that is more accurate and, therefore, has resulted in more intelligent customer mailings.• Developed flowchart of catalog-driven web site orders and sales that aided in the determination of catalog sales versus e-commerce sales with regard to the multi-channel P&L. Ultimately, this enabled determination of profitability of e-commerce channel.• Negotiated reduced pricing with key supplier of mailing lists, resulting in savings of $100,000+ over several years.• Managed the process and personnel to migrate key Circulation and Analysis Department reports (LTV by Year of First Purchase, LTV by Source Code, Site History, and many more) from Excel to SQL/Microsoft Access.• Developed regression-based sales forecasting model accurate within 5% of actual sales.• Recommended innovative strategies for mailing prospect names from the cooperative database that was used. Some of these ideas were eventually marketed to other customers by the company maintaining the cooperative database.