Sydney Thompson Email & Phone Number

Saint Paul, Mn, Us

Minneapolis, Minnesota, United States

Major Responsibilities:As the Director, Marketing Analytics & Technology, I drive the development and execution of a comprehensive marketing analytics strategy for NBC Sports Next and Fandango. I serve as a hands-on leader, leveraging advanced analytics tools and processes to enhance data collection, analysis, and reporting capabilities. My role bridges technical, analytical, and marketing needs, enabling stakeholders to define, track, and achieve KPIs and business goals efficiently and consistently.I collaborate with cross-functional teams across Data, Product, and Marketing to rapidly develop and implement innovative analytics tools and reporting platforms. Acting as a central conduit between business units, I cultivate relationships that drive accountability and foster a deeper understanding of marketing program performance.Key Deliverables:• Marketing Data Infrastructure: Designed scalable and reliable data architecture, including data marts and pipelines, ensuring accessibility and accuracy of marketing data for analytics and reporting.• Performance Dashboards: Developed robust reporting dashboards to monitor marketing performance metrics, leveraging platforms like Datorama to deliver actionable insights to stakeholders.• KPI Management: Partnered with marketing leaders to establish & track KPIs, driving accountability and alignment with business objectives.• Analytics Systems Optimization: Managed and optimized marketing tracking tools, ensuring consistent and accurate data collection across the organization.• MarTech Roadmap: Defined and communicated a strategic MarTech and analytics roadmap, aligning development resources with business needs.• Team Leadership: Built and mentored a high-performing marketing analytics team, fostering a collaborative and results-oriented culture.• SEO & A/B Testing Initiatives: Oversaw experimental projects, including A/B testing and SEO enhancements, driving improved user experiences and measurable business impact.

Greater Minneapolis-St. Paul Area

Major Responsibilities:I spearhead the establishment and growth of LYCRA's digital analytics and business intelligence practice, overseeing web analytics capabilities, search engine optimization, survey administration, and technology implementation. I often engage with the Global Leadership Team and VPs to illustrate the strategic contributions of digital initiatives and provide recommendations for strategic enhancement. Additionally, I manage agency relationships and collaborate across internal business verticals to assess analytics and reporting requirements to align with business needs. I provided strategic guidance for the analytics and tracking vision for lycra.com and LYCRA ONE and operate in tandem with the Marketing Automation/ CRM team to integrate Salesforce CRM and Marketing Cloud data with web interaction trends to ensure a comprehensive omnichannel view of customers.Key Deliverables:• Updated the Google Analytics and Google Tag Manager approach to reflect industry best practices to better enable the free flow of data and enhanced tagging. Performing audits across both platforms to maintain data cleanliness• Created numerous web performance dashboards that educate internal audiences and drive enterprise-wide priorities using Looker• Solely managed the GA360/GA4 transition, including moving/updating site tagging and adapting the suite of pre-existing dashboards to meet the demand of the interrupted YOY view• Created consistent pathways for communication with marketing and digital decision-makers to guarantee continuous progress reports on the digital strategy and web performance• Managed the SEO channel and the consistent web enhancements that come along with that, including the development of the company's Digital Content Marketing Plan - growing the channel by +105% in my year of ownership• Oversaw experimental initiatives, such as A/B/Multivariate testing and survey administration, to enhance user experience and conversions

Minneapolis, Minnesota, United States

Major Responsibilities:I supervised the initiation and tagging of product experiences before launch, overseeing the entire data lifecycle of online products. I monitored and interpreted consumer interactions, identifying opportunities for campaign, SEO, and UX improvements aligned with enterprise goals. I engineered innovative analytical methodologies to address complex business inquiries across diverse data sources. Additionally, I fostered increased data literacy, automation, and empowered employees via self-service reporting. Key Deliverables:• Developed and implemented eCommerce tactics for Jostens.com, resulting in increased web traffic, improved user retention, and increased engagement.• Oversaw extensive digital channel reporting and analysis related to e-commerce that allowed for more intelligent marketing optimizations.• Added data strategy to agency management, data visualization, and A/B testing to maximize economical revenue streams.• Designed, carried out, and assessed the success of complex digital and e-commerce campaigns using a range of marketing platforms, such as social media, email, and paid search.

Minneapolis, Minnesota, United States

Major Responsibilities:Developed and monitored eCommerce strategies to accelerate online growth, engagement, and consumer retention on Jostens.com, which allowed for the definition of areas of opportunity and set priorities to drive smarter channel marketing optimizations. Key Deliverables:• Communicate analytical learnings and insights to leadership across marketing, sales, and IT while outlining strategic implications of the data and how it relates to the larger business picture• Design innovative and analytically sound methods for answering complex business questions across disparate data sources to allow for increased data literacy, automation, and self-service• Manage the end-to-end data lifecycle of products; from defining and tagging a product experience prior to launch, to monitoring and interpreting consumer interactions, to identifying campaigns, SEO, testing, or UX modifications to better meet enterprise goals

Greater Minneapolis-St. Paul Area

Major Responsibilities:Oversaw all Jostens ecommerce reporting and analysis across digital channels. From A/B testing to agency management to data visualization, each effort integrated data strategy to optimize cost-effective revenue streams.Key Deliverables:• Develop, execute, and assess efficiency of multifaceted digital as well as e-commerce campaigns across marketing channels including Email, Paid Search, and Social• Create and maintain Tableau Dashboards and Ad-Hoc reporting, which span the development of Boolean formulas for custom Tableau measures and dimensions to leading learning sessions to further tool familiarity and ongoing data education• Design and deliver Google Analytics reporting and dashboards that leverage multiple data sources to provide an end-to-end view of user behavior and digital channel sales in order to identify problem areas and drive ongoing strategy• Proactively manage email campaigns within Sales Force Marketing Cloud from start to finish, which encompass HTML/CSS development, production coordination, creation and execution of automations, scheduling, and analysis• Utilize Google Data Studio and other data visualization tools to interpret site user experience and behavior effects on sales performance, and communicate findings and suggested strategy changes to stakeholders across multiple verticals• Employ UX user and A/B testing to analyze hours of user-generated content to establish UX/UI takeaways, which in conjunction with e-commerce data was used to create actionable site improvements and ultimately drive revenue• Work hand in hand with Agency partners for paid search, paid social, and tagging efforts, including the launch and management of the organization’s Google Shopping platform which grew the business’ overall paid search footprint by more than 8%• Lead the planning, testing, and implementation of site analytics tagging through Google Tag Manager

Major Responsibilities:Led the planning and execution of daily marketing emails, including conceptualization of campaigns, HTML /CSS development, scheduling, A/B testing, and building automations in Sales Force Marketing Cloud and Marketo. Key Deliverables:• Troubleshoot technical issues related to HTML templates, data flow, and other aspects of email production• Headed up the email production and approval process, actively handling the many moving parts of day-to-day email creation using the Wrike project management tool• Championed new concepts and data-driven design changes to test, whether it be in Litmus, Email on Acid, or simply A/B testing, with the goal of improving engagement and conversion rates

Major Responsibilities:Managed the planning, publication, and assessment of marketing initiatives across digital, social, and content channels. Using customer personas and strategic segmentation, executed content, email, and social media campaigns aimed at growing web engagement and user retention. Key Deliverables:• Develop, plan, and execute multi-channel funnel marketing campaigns across a variety of verticals including; digital, email, print collateral, and social marketing campaigns targeting multiple audiences• Collaborate with cross-functional business teams to create effective and compelling marketing materials in tools such as Adobe InDesign, Photoshop, and Illustrator• Managing corporate website redesign within Craft CMS, in addition to supervising the creation of high-quality, SEO and keyword-optimized content using current search best practices• Experience using Google Analytics to track, analyze, and report campaign metrics - including audience demographics and site performance - to further competitive marketing initiatives as well as gauge overall site usability and health• Lead planning and execution of customer relationship management activities through highly segmented, personalized messaging via HubSpot and ACT CRMs• Act as editor and project coordinator for content and technical writing initiatives such as government contracts, RFPs, white papers, and certifications (i.e., CIO SP3, CMMI, etc.)• Design, draft, execute, and analyze email marketing campaigns - including CSS development and A/B Testing; recent campaign figures include a 46.63% Open Rate and a 5.26% Click-through rate• Drive site referrals and user engagement through the planning and maintenance of social media marketing campaigns through Hubspot Marketing Automation platform

Major Responsibilities:Worked within the merchandise planning department to spearhead efforts to forecast and manage product distribution to both physical retail locations and online distribution centers nationwide. By meticulously analyzing sales trends and implementing strategic allocation strategies, I optimized inventory levels and collaborated closely with buyers and vendors to drive sales expansion.Key Deliverables:• Demonstrated proficiency in forecasting and streamlining product allotment, instrumental in achieving substantial sales growth for the company.• Played a pivotal role in determining optimal inventory levels, guaranteeing sufficient stock availability to meet consumer demand.

• Remotely assisted in company marketing and consulting efforts, as well as partnered with management to create a social media plan meant to engage followers through personalized messaging and leveraging individual partner brands

• Analyzed billing data to determine the vertical's target market, as well as provide a target market report detailing a comprehensive strategy for customer relationship management and inbound marketing• Audited and collected raw metrics across the practice's social media channels to construct an excel model of platform practices which was later cross-referenced with competitor and industry data to create an actionable social media engagement plan focused on leveraging individual consultant online profiles to assist in content and lead generation• Compiled seven years of project data in a database management system and trained a team of 15 to run essential B-2-B marketing functions• Contributed to marketing and branding of a variety of consulting projects aimed at assessing and improving Human Capital practices

Farmer School Of Business

• Aided in the development and execution of external relation initiatives including support of programs such as the Executive Speaker Series and executive luncheons• Assisted in the coordination of cross-departmental communication amongst the school's dean and other prominent staff members

Greater Omaha Area

• Extensive training on market happenings and practices, advanced options and equity trading, as well as various consumer trading platforms including thinkorswim• Shadowed a variety of divisions, ultimately training and taking phone calls, servicing clients across web, mobile, and analog platforms • Placed first in the firm's nation-wide internship competition, where through extensive research, my team and I developed and presented a digital and social media marketing plan aimed at the attraction and retention of Generation Z clientele. Aspects of the project were later adopted and implemented on a national scale.

• Aimed to create consumer awareness of the Schneider Electric electric vehicle charging station, the EVlink, through targeted research to identify and leverage its target demographic• Proposed comprehensive marketing and implementation strategies to leverage campaigns across a variety of social media platforms to encourage consumer brand recognition and engagement• Carried out alpha and beta testing to determine the product's target market as well as strategies on how to best target each customer persona• Assisted in the execution of the global marketing campaign utilizing the team's recommended plans and best practices, before launching in more than 140 counties the fall of 2013. This effort was later recognized by the New York Times in an article published in December 2013.

Greater Omaha Area

• Approved, entered, and corrected accounts payable data into company systems using a variety of software• Retired important financial and physical company assets• Gained experience in working and approving Nebraska state sales taxes

• Duties included customer service, basic banking transactions, and answering customer phone calls

Cincinnati, Ohio Area

• Created and Implemented a new marketing strategy to broaden regional footprint to national scope• Implemented and maintained company social media channels: Facebook, Twitter and blog

Bs, Finance, General

Activities and Societies: Pi Sigma Epsilon: Professional Marketing and Sales Fraternity, Miami Chapter of Women in Business, and Member.

Thematic Sequence, European Culture And Society

Through this program, I spent the 2014 spring semester living in Luxembourg where I continued my studies with Miami University.