Thomas Lin Email & Phone Number

Fort Lauderdale, Florida, US

Organize customer insights for the organization through tools like Qualtrics. Manage website pathways, analytics, and optimizations to improve overall conversion. Run paid digital media including paid search and social. Oversee a team of 6 people across initiatives.

Fort Lauderdale, Florida, US

• Lead A/B Testing initiatives and site experience enhancements to improve website conversion.
• Coordinate with product and IT to help drive improved funnel conversion on the website.
• Analyze opportunities to improve quality of leads through selective targeting and optimizations.
• Manage a team of site/digital marketing analytics professionals to build a website revamp strategy.
• Help build KPIs tied to website and digital paid engagement touchpoints

Atlanta, GA, US

• Lead Digital & Marketing Analytics Strategy across Equifax’s Consumer Division.
• Work with product management & IT teams to understand site performance and recommend optimizations for improvement.
• Implement CLV in Google Paid Search bidding optimizations to improve lifetime value of customer acquisition.
• Work with CX to analyze customer journey on purchase flows for opportunities to improve conversion rates.
• Analyze Adobe Test & Target Results and match it with customer data to understand value of A/B testing.

Atlanta, Georgia, US

• Led a team of 4 people to work on marketing analytics and visualization.
• Completed the implementation of a multi-touch attribution (MTA) solution that is helping inform marketing effectiveness across different departments and provide optimization opportunities.
• Started marketing Data Governance practices within different channels to tie data consistently together. Automated manual processes done by several contractors weekly to be able to process data into summary tables.
• Worked on RFP process for several Attribution vendors and selected vendor based off of internal evaluation and 3rd party recommendations.
• Created business use cases from MTA to share with marketing team to show insights on performance of campaigns including the impact of marketing to in-store sales.
• Created a marketing BI (Business Intelligence) layer by utilizing Google BigQuery and SQL. This BI layer is being used as enterprise data for marketing to make decisions on forecasting and performance.

Atlanta, GA, US

• Work on multi-channel optimization of media spend across several LOBs for a banking client.
• Use data to track and understand customer behavior through different online channels including endemic sites, paid search, and social media through the conversion funnel.
• Working on developing an analytics strategy to tie in campaign performance through integration of tools like Doubleclick, Invoca, Adobe Audience Manager, and Adobe Analytics.
• Utilize Marketing Mix Tool to determine optimizations for media spend based on historical data.
• Create several process improvements to improve integration between account management, media, and analytics teams.
• Lead readouts and end of campaign presentations to marketing stakeholders.

Northbrook, IL, US

• Managed 11 employees on delivering web analytics and customer insights for top telecom company including areas in Sales, Service, and Support.
• Promoted as a result of leading the team over the course of 2014 and winning an extension of the client contract for 2015.
• Led an effort on a BPMN (Business Process Modeling and Notation) solution that would help save hundreds of man hours of BAU Dashboard updates that are currently updated manually each week and month in Excel.
• Worked on several major projects including mobile chat forecasting, autopay/paperless adoption effectiveness, Tag Management Systems (TMS) and Adobe Analytics integration, and customer rep fraud detection.
• Set up measurable goals for Mu Sigma team to achieve quarterly and conduct reviews meetings with Directors and VPs.
• Engaged in business development discussions and sales opportunities with new potential clients.

Northbrook, IL, US

• Work with top telecom provider to develop eCommerce analytical solutions on subjects like purchasing behavior, pathing analysis, call shed, and efficiency of customer service & support.
• Led Home Solution Service & Support metrics analysis, including activities such as hosting monthly presentations, answering deep dive questions, and prioritizing work with the team.
• Collaborated with over 100 client members across IT development, marketing, content management, and call center support to help with their analytical needs.
• Created projects based off previous client requests to encourage strategic thinking across different client organizations.
• Was awarded Spot Award for excellent performance in 2013 and profile was placed on the Mu Sigma website as one of the people to “get to know” from the company.
• Led Mu Sigma campus recruiting drive for Emory University and helped plan recruiting drive at Georgia Tech.

Norwalk, Connecticut, US

• Worked across several areas of supply chain including procurement, inbound, and outbound logistics.
• Main project involved working on a LSS DMAIC Project to identify major areas of improvement in lead time accuracy and consistency throughout the planning/ordering process.
• Identified several major inaccuracies in product lead time ordering that led to an automatic system logic to be put in place throughout the planning/ordering process.

New York, New York, US

• Created sales and site traffic reports to assist in product creation and project prioritization.
• Collaborated with Sponsorship and Sales teams to develop new reports that aided in attaining new promotional partners.
• Developed and maintained financial forecasts for all mobile revenue streams.
• Prepared daily and weekly reports on Mobile Division trends to top level executives.

Paris, FR

• Experience with Fortune 500 companies involving strategic pricing, organizational structure analysis, and competitive assessments.
• Created a multi-network factory model that was used to recommend a 10-year CAPEX plan for a top 3 tire manufacturer. Methods include modeling tire manufacturing process at each factory and determining investment.
• Part of a team that identified over $200 M in potential cost cutting measures for a top coffee chain in their logistics network. Methods include using linear programming to model warehouse and transportation logistics.
• Worked with a top beverage manufacturer to determine causes of sales decline of major brand using multiple regression modeling of sales and pricing data. Methods include correlating competitor pricing information.
• Worked with a top food manufacturer to identify opportunities to expand major brand into new aisles in the supermarket. Methods include measuring market size, price entry points, and future potential growth of.

• Worked on a book that analyzed the consolidation in different media industries and its future competitive consequences.
• Methods of looking at media consolidation included researching media convergence trends in regional markets and calculating market shares in areas such as VoIP, internet backbone, and cable networks.
• Research also included analyzing distribution networks by evaluating inventory costs, supply chain costs, outsourcing distribution strategies, and new technologies that can potentially solve distribution bottlenecks.
• Research used for telecom industry books, international media conferences, and business school lectures.

Masters In Engineering, Industrial Engineering

B.S., Industrial Engineering, Economics