As Group Director of Analytics for Carmichael Lynch working primarily on the Subaru account, I am responsible for evolving our analytics department to go well beyond the reporting and monitoring of data to driving impact and results. This includes evaluating media performance (offline/digital) and the impact it had on the customers journey to better optimize it for future campaign strategy. It also includes shifting the focus back to understanding the consumer behavior and needs by performing research and developing testing plans to make sure we have the right audience and the right message in place. I have developed products for Subaru that allow our clients to be empowered with timely information to manage their marketing goals.

As Director of Digital Analytics, I led all digital research, measurement, and brought an understanding of data to benefit creative ideas for our clients. Fallon prides itself as the agency who would rather outsmart than out spend its competition. I led the way in providing cutting edge data and insights to drive brand strategies into successful solutions for our clients. My focus at Fallon was to infuse data into the creative process by leveraging digital insights into the strategy, planning and the measurement process for our clients. This included building out the capabilities of social data, not to only understand consumer conversations but to establish the motivational factors that drive consumer behavior. This was instrumental for Quick Service Restaurant (QSR) clients where I developed new strategies researching the different sub cultures to better understand what drives consumption. I built Fallon’s analytics reporting capabilities by developing an automated way to evaluate client’s creative digital assets. I built tools and technologies to streamline a process that allowed us to report, measure, and optimize client’s creative ads and drive conversions.

I work with clients to uncover insights from structured and unstructured digital data that provide the “Now What” from the data to drive growth and profitability through social and digital marketing initiatives. As an agency, we work closely with large, global brands to help them reach their marketing and PR goals. We have over 400 employees and serve clients around the globe. I am the principal measurement director for the practice where I lead the development of a measurement product, provide workshop training for our clients, and oversee best practices across healthcare, tech, and consumer. While most clients only measure the efforts of their work I am building the foundation to also measure the outcomes and impact their efforts produced. I also serve in other roles by overseeing multiple projects for our clients. I oversee all work for our client, Red Bull, which consists of developing reports and insights, managing day-to-day relationships, and providing strategic direction for analytics. I also developed the Harley Davidson measurement workshop, which allowed their PR and communication teams to become educated on how to incorporate measurement in their ongoing work. I continue to work on social research analysis, which entails developing content gap analysis, finding influencers, and reviewing social demographics of communities on Twitter.

Social InsightsTrack and analyze social media to better understand the effectiveness of our published content. Metrics include: reach; impressions, and engagement (likes, comments, shares, clicks)Responsible for the development of social reports, dashboards and metrics that analyze the ROI for our marketing campaignsSocial CRMLeading and developing new ways to integrate social and CRM data to create deeper learnings of social influencersUtlizing social data to enhance personalization in our marketing channelsSocial ResearchLeverage social listening tools to understand the sentiment of our brandEvaluation of emerging technologies

Manage a team of 13 onshore and offshore analysts whose responsibilities encompass establishing analytic requirements, campaign management, and reviewing current processes for the development of new analytic solutions. Regularly lead discussions on strategic opportunities for our loyalty marketing initiatives with a variety of clients. I manage Target’s direct marketing segmentation and testing strategies. This includes helping define the business plan and key testing objectives in the campaign so our reporting solution can accurately measure the impact of each contact. I am also the business owner of our Customer Relationship Marketing (CRM) tool for Unica and my responsibilities include; tool maintenance, license management, best practices, and upgrade evaluation.

Managed a team of SAS analysts responsible for; guest insights, developing reporting methodologies and performance of Target’s loyalty programs. These programs include direct mail, post of sale marketing, local media, offer strategy, and media mix optimization. Developed and implemented marketing analytics and campaign insights (A/B testing, campaign analytics/optimization, developing new methodologies, and guest profiling) which helped drive incremental sales.

Responsible for the execution of our direct mail channel by managing guest selection, collaborating on marketing strategies, defying segmentation initiatives, and developing best practices for the team.

Co-managed Target.com promotions by strategically selecting offers focused to our guests based on current trends, post analyzing our data, and identifying guest segmentation. Helping to build a promotional database that allows us to select future promotions and analyze past results to increase profitability.

Supported the Catalog Division of Marshall Field’s by maintaining the direct marketing database.

Worked with the customer database to improve the workflow of the department by performing technical support as well as creating reports and writing ad hoc SQL queries.