Thad Baker Email & Phone Number

• Developed product strategy aligned with user needs to build an all-new application for a large insurance agency and their sales agents. This product serves as the central portal for the 3,500 person sales team and their daily sales activities. We replaced their outdated version with a sustainable, modern, browser-based environment while adding enhancements like company news and stories, data-driven motivational messages based on recent sales activity, interactive peer recognition, user-customizable quick links, and company-wide sales initiatives. • Leading a multi-application consolidation and modernization project consisting of over 600 data-driven screens and features. Some items include back-office commission distribution and bonus allocation, sales reporting and statements, agent hierarchy management, state-level licensing and certifications, lead management, and other administrative functions. • Successfully managing ad hoc client feature requests and ensuring on-time and on-budget delivery of all requirements.• Deploying comprehensive product analytics collection through Azure Application Insights and Microsoft Clarity, providing valuable insights into user behavior and product performance.• Utilizing Azure DevOps with Agile Product Management best practices to manage product roadmaps and backlogs, track progress and manage dependencies, and collaborate with senior stakeholders to gather feedback and make necessary adjustments. • Designing and developing user interfaces using company standards and best practices. Creating wireframes and mockups using a variety of tools including Balsamiq and Figma. • Collaborating to develop database schema that meets the needs of the projects while adjusting to constraints of existing framework. Writing and executing SQL queries to verify data during QA and UAT testing.• Assisting with task design and creation for scheduling and automation tools like VisualCron.

• Consulted GSA Digital Analytics Program leadership as account manager for 3 years, leading development and best practices for product updates and pilots. • Collaborated with executive stakeholders to navigate through GSA Schedule 70 process at end of extension years for GSA Digital Analytics Program, U.S. Environmental Protection Agency, and U.S. Patent and Trademark Office.• Established trusted relationships with over 15 client accounts with roles and responsibilities including: consulting and strategic direction of complex digital landscapes, analytics solution design, project management, product training and support, troubleshooting and technical expertise, and sales support.• Managed and maintained clients through E-Nor acquisition including Northrop Grumman, GSA Digital Analytics Program, U.S. Environmental Protection Agency, U.S. Patent and Trademark Office, Wacom, Spirit Airlines, APMEX, Eventbrite, DealerTire.• Renewed and Expanded consulting agreements to over $5 million in additional revenue by identifying new opportunities to provide value to clients.• Provided project leadership by identifying client and user needs, created actionable roadmaps and solutions in data collection and product integration. • Consulted and led client discussions around analytics, digital marketing and media, machine-learning, tag management, customer relationship management (CRM) integration, Google Marketing Platform, Google Cloud Platform, data visualization tools, and other digital technologies.• Developed new job descriptions and team hierarchy concepts for an expanding Northrop Grumman analytics team.• Integral part of Cardinal Path becoming full stack Google Marketing Platform Partner through extensive Media case studies and certifications.• Directed cross-functional teams to deploy end-to-end cookie consent modules using tools like Trust Arc and OneTrust.

• Immediately began consulting and leading strategic direction for our newest client, Northrop Grumman. I more than doubled the account revenue through identifying new modernization opportunities which led to additional analytics solution design, product training and support. • Translated high-level goals from senior stakeholders into clear technical requirements used for custom digital analytics implementation instructions. Led teams of analytics engineers, data engineers, data scientists, and data visualization analysts to achieve the target state.• Collaborated with cross-functional client departments including: marketing teams, development teams, business intelligence, IT, InfoSec, legal, with a wide range of roles including C-Level executives.• Consulted and led client discussion around analytics, digital marketing and media, machine-learning, tag management, CRM integration, Google Marketing Platform, Google Cloud Platform, data visualization tools, and other digital technologies.• Maintained many individual industry certifications used by E-Nor to achieve prestige in the industry and as qualifications for our Google Premier Partner and reseller status. • Upon learning of the pending acquisition by Cardinal Path, I remained a positive team asset and helped create strategies for an effective merger with Cardinal Path. This also included leveraging established rapport to ease anxiety and set realistic expectations for clients. Managed Clients:Wacom, Spirit Airlines, U.S. GSA, U.S. EPA, APMEX, Eventbrite, Extra Space Storage, DealerTire, HubSpot, Cubii

As the world’s first and largest reseller of Google Analytics 360 (formerly Google Analytics Premium), Cardinal Path has a well-proven track record in helping organizations gain marketing lift through strategic application of enterprise analytics. We help the world’s leading brands use Google Analytics 360’s market-leading analytics platform to analyze data from multiple touch points, integrating vast data sets for a complete picture of your marketing efforts.

Web Project Manager• Responsible and accountable for the management of multiple web related projects directed toward strategic business and other organizational objectives• Ensure team members understand all aspects of their respective responsibilities while demonstrating a thorough understanding of project goals and organizational structure• Maintain continuous web updates by managing multiple business unit priorities while meeting deadlines Digital Delivery Analyst• Develop and manage all analysis related to web properties using Google Analytics and Google Tag Manager- including ensuring data integrity of new and existing tracking, owning the maintenance and administrative functions of web analytics, and working with the marketing and product management teams to help drive their business needs• Analyze website data on traffic patterns, navigation behavior, and product selection while identifying successes, trends, and potential problem areas• Provide insight on data trends and anomalies, making recommendations where appropriate to improve business performance for online and mobile banking products• Use SQL database to gather, analyze, and evaluate data to optimize processes and procedures; develop database queries to build insights into customer profile data and analytics models; assist in building new customer segments; develop processes and reports to monitor customer behaviors• Manage SEO functions of web properties to promote accessibility of web components and to increase brand presence across the web

Oklahoma City, Oklahoma Area

• Develop and manage entire analytics reporting and data measurement process • Organize, plan and administer all current and new digital analytics tools such as Google Analytics, Google Tag Manager, Adwords, and DoubleClick. • Initiate optimization and A/B testing programs to improve digital acquisition, engagement, and revenue• Provide data insight and measurement for marketing initiatives including SEM, SEO, email marketing, social media and other paid media• Manage Ecommerce campaigns including planning, implementation, testing, and analysis• Work daily in cross-functional teams to outline and execute online marketing and advertising campaigns• Provide senior leadership with data and insight for client's brand messaging, marketing plans and company goals• Exceed goals for campaigns via A/B testing, predictive analytics, promotion optimization, and audience developmentClients include:CarharttRemington ArmsFolds of HonorAmerican Energy PartnersArcher HotelsFidelity BankChristie Cookie CompanyInvistaOERB

Oklahoma City, Oklahoma Area

• Plan, execute, and review inbound marketing campaigns for clients that successfully contribute to their overall marketing goals. • Use SEO, social networks, keyword research, and growth hacking to increase website traffic and revenue.• Meet with clients to analyze marketing goals, develop inbound marketing strategies, and review successes and challenges. • Knowledgeable in a wide range of inbound marketing techniques including content marketing, email and social media outreach, blogging, copy writing, and public relations.