Senior Marketing Data Analyst

• Apr 2023 - Present

Vya is an independently owned marketing technology and solutions partner, always thinking about how to advance and simplify the way distributed marketing organizations operate. Significant experience in supporting financial and franchise marketing systems. Vya is an independently owned marketing technology and solutions partner, always thinking about how to advance and simplify the way distributed marketing organizations operate. Significant experience in supporting financial and franchise marketing systems.

Consultant

• Oct 2018 - Present

North Star Direct Marketing is a consulting firm that specializing in marketing strategy, catalog marketing, circulation management, campaign planning, database segmentation, customer contact strategy and analysis. Direct mail can be synergistic with digital marketing. There are many innovative ways to build programs that use today's best technology to drives sales and leads. Did you know that Direct Mail's response rates are 3x - 5x higher than digital? If your #ecommerce needs a lift, try direct mail. North Star Direct Marketing will customize a direct marketing plan tailored to your business needs. If you have a current direct mail program call NSDM to optimize your results. We have 20 years experience increasing customer revenue and profits! Give your ROI a boost with North Star Direct Marketing. Visit Https://NorthStarDirectMarketing.com Email Info@NorthStarDirectMarketing.com Call (440) 740-3122 Show less

Account Director

• Apr 2022 - Feb 2023

Over 300 best-in-class brands and specialty retailers have relied on Belardi Wong for customer acquisition and CRM in print for more than 23 years. Today, because of our unparalleled insights, they also rely on us for digital strategy and creative. Over 300 best-in-class brands and specialty retailers have relied on Belardi Wong for customer acquisition and CRM in print for more than 23 years. Today, because of our unparalleled insights, they also rely on us for digital strategy and creative.

Sr. Marketing Manager

• Aug 2020 - Apr 2022

Grandin Road, a Division of Qurate Retail Group (QVC®, HSN®, Zulily®, Ballard Designs®, Frontgate®, Garnet Hill®, and Grandin Road®), provides a curated experience for the home. Grandin focuses on Indoor and Outdoor Furniture, Halloween, Christmas and Décor. Grandin Road, a Division of Qurate Retail Group (QVC®, HSN®, Zulily®, Ballard Designs®, Frontgate®, Garnet Hill®, and Grandin Road®), provides a curated experience for the home. Grandin focuses on Indoor and Outdoor Furniture, Halloween, Christmas and Décor.

Director of Marketing

• Oct 2017 - Oct 2018

• Created marketing strategy for new customer acquisition, customer retention and the lead generation program for outside sales • Significant use of SQL to answer complex business problems and make data driven decisions • Performed ad-hoc analysis and reporting and recommended plans for future growth • Built new KPI reporting which facilitated quick decision making • Oversaw external agencies to direct Catalog, Direct Mail, Print, Pod Cast and Radio advertising • Integrated print marketing with digital and online marketing utilizing sophisticated data tags and analysis Key Accomplishment • Developed an innovative process that allowed for more precise targeting of marketing programs resulting in maximizing revenue while reducing expenses Show less

• Dec 2011 - Oct 2017

• Built a private label credit program that improved customer re-purchase rates by over 200%, increased average order values by 300%, improved customer lifetime value by over 800% while increasing overall customer loyalty; maintained legal compliance for credit program; analyzed and reviewed bad debt and performance by credit segments• Responsible for $400M annual sales for 10 brands utilizing data driven segmentation and contact strategies for catalog mailings and direct mail; maximized a $100M marketing budget• Analyzed and recommended strategic partners and directed outside agencies• Led and directed advanced statistical modeling, improving response rates for customer acquisition and retention • Wrote SQL queries and directed analysts to provide customer file insights, to better understand customer behavior and develop new marketing initiatives• Managed a team of 14 consisting of managers, analysts, marketing coordinators and assistants• Recruited, developed and retained top talent using an entrepreneurial approach to continually challenge and evolve the department; taught marketing strategy, procedures, excel, SQL and systems to junior staff• Led an interdepartmental task force to solve large problems; resulted in a new data hygiene program that spanned IT, Customer Service, Marketing and E-Commerce• Recognized the need for innovation and conducted competitive research which resulted in a major initiative to reinvent one of our core brands, Anthony Richards, that significantly improved sales performance• Championed for new merchandise sales analysis reporting system which provided a more actionable view of the sales data to enable faster and better decisionsKey Accomplishment• Leading the entire marketing department when the VP of Marketing suddenly left the company; this resulted a motivated and happy team who enabled the company to exceed sales expectations Show less

• 2008 - Dec 2011

• Routinely surpassed very high expectations including a 104% increase in sales and a 138% increase in profit; enabled AmeriMark to purchase its biggest competitor which doubled the company size• Reviewed and approved mail plans and strategy for over 200 annual efforts; product categories marketed included apparel, healthcare, footwear, jewelry, beauty, cosmetics, fragrances, personal care, housewares, ASOTV (As Seen On TV), general merchandise and gift.• Developed A/B and multivariate testing strategy, test panels and analysis that included recommended action and financial roll out implications• Experienced in writing over 100 IT Data Programming Requests which included project scope, data requirements, programming changes, impacts to other departments and the return on investment. These projects were managed and completed in tandem with programmers, system developers, data scientists and other department heads; goals included increasing sales, improving efficiency, legal compliance and cross-departmental integration and sharing of resources (data)• Managed a team of 12 marketing analysts, marketing coordinators and assistantsKey Accomplishment• Integrating the marketing efforts of an acquired company, Dr. Leonard’s and Carol Wright Gifts, into the AmeriMark marketing system under my direction Show less

• 2005 - 2008

As the Circulation Manager at AmeriMark Direct, I held the responsibility for all catalog forecasting and circulation decisions for eight catalog titles. I created forecasts for house lists (existing customers) for all mailings. When hired, I inherited a team of four marketers to coordinate mailing activities and forecast all prospect and sister lists. Several consecutive years of growth necessitated hiring and training four additional team members, doubling my direct reports to eight in total.Responsibility for $200+ million in sales, 150 million in circulation and over 100 annual mailings.Achieved an overall 64% increase in sales and over 35% increase in contribution to profit.Achieved double digit top line sales growth and bottom line profit growth for multiple consecutive years.Provided executive summaries for each catalog mailing to senior management.Created budgets, mail plans and segmentation strategies to achieve annual sales coals.Experienced in mailing a Private Label Credit program.Summarized and reported catalog performance to the executive leadership team weekly.Managed, directed and mentored a team of eight.Analyze catalog, list, A/B split and multivariate test performance.Responsible for list rental management (income) of AmeriMark customer files. Show less

Ecommerce Marketing Manager

• 2003 - 2005

• Merchandised website, e-mail, catalog, printed media and continuity offers; wrote sales copy and created offers; determined pricing structure; directed creative team for catalog, website, email and continuity marketing programs • Created data driven email that beat other email efforts by 400% • Built segmentation strategy for email and catalog marketing programs • Set-up and maximized successful Google AdWords, Cost Per Click (CPC), Pay Per Click (PPC) and affiliate marketing programs • Analyzed tests and marketing programs for all marketing activities including Infomercials (DRTV), Email, E-Commerce, Catalog, Affiliate and Continuity Programs for Alexis Vogel Cosmetics and Tae Bo workout videos • Built demand forecasting and inventory forecasting methodology • Directed purchasing activities for both merchandise and marketing programs • Determined merchandising pricing strategy based on competitive analysis to maximize gross margin and contribution to profit • Created detailed Profit and Loss (P&L) statements by marketing program including assigning overhead; worked in-tandem with the company controller to provide sales forecasts required for external funding • Collaborated with internal stake holders and strategic vendors regarding new product development Show less

Marketing Analyst

• 1997 - 2003

• Identified a profitable spin-off business, Home Focus, from the Improvements brand by writing data queries in our Microsoft SQL Data Warehouse using a MicroStrategy program • Created reporting and analysis for marketing and merchandising teams including a Life-Time Value (LTV) analysis that facilitated greater prospecting • Analyzed marketing effort performance, marketing test performance and made recommendations for future action based on results • Coordinated mailings with printer and outside vendors; managed the relationship with the Skymall Catalog (the inflight catalog distributed onboard airplanes); collaborated with merchandising team regarding new product introductions and historic sales • Performed circulation management, marketing strategy and sales forecasting for Home Focus catalog • Built demand tracking, forecasting and projection spreadsheets; pioneered a process to predict the end of day, end of week, end of month and end of year sales numbers with accuracy Show less

Inside Sales

• 1996 - 1997

P.E. Black was a robotic integration firm specializing in the spray finish industry. My job functions were: * Locating job leads for our external sale team * Selling Training and Service * Selling Robots to other integration firms. P.E. Black was a robotic integration firm specializing in the spray finish industry. My job functions were: * Locating job leads for our external sale team * Selling Training and Service * Selling Robots to other integration firms.