Led a Data Strategy discipline, managing a team of Marketing Data Strategists and Analysts to enhance lead engagement and optimize vendor relationships. Implemented predictive analytics, refined marketing personas, and developed targeted lead acquisition strategies, resulting in improved campaign effectiveness and cost savings. • Enhanced engaged lead database by integrating disparate data sources and identifying previously anonymous leads, resulting in a 100% increase in marketable leads.• Orchestrated an Intent Vendor "Bake Off" initiative by collaborating with stakeholders, gathering feedback, creating comprehensive business requirements documentation, coordinating vendor demonstrations, and conducting cost comparisons. Achieved cost savings of $600K for the company.• Led the development and visualization of Tableau reports showcasing lead growth, engagement, and marketability, enabling agile strategy shifts for the marketing and sales teams.• Acted as the Subject Matter Expert (SME) for marketing data strategy, governance, and hygiene, conducting regular planning sessions and weekly team check-ins to offer troubleshooting solutions for marketing initiatives, funnel metrics, and actionable insights.

Formed and managed a Data Strategy discipline.• Hired and mentored a team of four Marketing Data Strategists and Data Analysts.• Established a regular cadence of data reporting for marketing readouts and sales QBRs, incorporating effective storytelling—paving the way for accurate planning and budget spend.• Integrated predictive analytics and intent data into the data strategy, leading to more impactful marketing campaigns and informed sales outreach resulting in a 20% increase in audience breadth and driving sales growth up to 40%.• Defined marketing personas thru sophisticated segmentation ensuring laser focused targeting.• Developed and implemented lead acquisition strategy, inclusive of integrations, data flows, and data entry parameters. Annual database growth of 10%.• Created a programmatic process for highly targeted demand generation prospect lists. Resulted in $25M in iACV.• Managed vendor relationships with key data partners such as 6Sense, TechTarget, and ZoomInfo.

Increased effectiveness of B2B demand generation campaigns through improved targeting, testing, and data strategy.• Utilized predictive insights within marketing automation platforms for sales enablement and nurture strategies.• Oversaw Eloqua email nurture campaigns, ensuring accurate targeting and content throughout the buyer journey.• Collaborated on omni-channel, Account Based Marketing campaigns.• Ensured Salesforce data quality through audits, de-duping, and clean-up.• Designed and implemented campaign targeting and segmentation processes via Salesforce.

Led the business team in designing, building, and implementing an Automated Segmentation Tool.• Gathered business requirements, defined requirements in a formal Business Requirement Document, and interviewed data segmentation vendors.• Collaborated with Marketing IT for POC execution and maintained schedules to keep key milestones on track employing Agile Methodology.

Ran point in leveraging customer data to drive targeted marketing efforts, enable contact acquisition, improve customer experiences, and achieve marketing goals effectively.• Piloted predictive analytics to the US Commercial marketing team. Resulted on 20% increase in adoption.• Ran detailed quarterly reporting on digital marketing activity and identified target audiences through gap analyses.• Led contact strategy and implemented tactics for reactivation, retention, and acquisition.• Built a prospect database through vendor management and managed profiling and opt-in, outbound telemarketing campaigns.

Oversaw all aspects of catalog circulation for clients such as Viva Terra, Bounty Hunter Rare Wines, and BlissWorld. • Crafted circulation plans with sophisticated RFM+ segmentation • Managed vendor relationships by building merge instructions and working with cooperative databases and list brokers to build strategic list plans• Performed comprehensive response analyses • Led complex client PowerPoint presentations• Built response projections, sales forecasts, offer and contact strategies for retail marketing programs

Oversaw team responsible for Target Audience selection for client Microsoft Go-To-Market campaigns.• Built comprehensive list and contact strategies • Worked directly with external list brokers and internal Microsoft database team• Managed data processing vendors by crafting pre- and post-merge instructions that result in optimal segmentation • Collaborated with internal Interactive Producers to ensure reporting infrastructure for email blasts • Managed and mentored group of Target Strategists

Participated in various direct response, business to business marketing campaigns fortechnology- and financial-based clients including Intel, Yahoo!, and WellsFargo. Fostered relationships with clients as well as participated in new businessdevelopment efforts. Implemented programs that included direct mail and marketingcollateral, as well as online programs that involved HTML e-mail, jump page, and bannercreation. Worked directly with Copywriters, Art Directors and Studio Managers, as well asHTML programmers. Was in charge of creative briefings, upkeep of production schedules, andtracking to budgets.

Planned, managed and analyzed direct response advertising and relationship programs forclients including University of Phoenix, Peet's Coffee & Tea, The North Face, and CricketCommunications. Was in charge of customer database maintenance, running back-end responseanalysis reporting of direct mail campaigns. Responsible for directing data processingincluding CASS certification, merge purge and postal presort, overseeing targeted listpurchases, and creative execution. Traffic management, including supervising all aspectsof production and attending press and lettershop checks. Heavy client contact andsupervision of Account Coordinators.

Provided support to Account staff on direct marketing projects. Responsible for listresearch, ordering and tracking, writing instructions for and overseeing data processing,generating estimates and purchase orders, approving invoices. Assisted with proposals andcreative execution. Main client contact on the University of Phoenix account covering 35campuses in 7 regions.