Experience

BERA

• United States
• Advertising Services
• 1 - 100 Employee

• Vice President of Professional Services

  • Jan 2023 - Present

  • Leading Professional Services for 30+ accounts in the portfolio, providing SME and strategic leadership on any reporting and analysis outside of our SaaS platform including MMM integration SME, brand management SME, ML model output analyses, brand to business analyses, etc.• Primary account lead for $4M in ARR across large enterprise accounts, including Fortune 50 leaders in Computers & Peripherals, Coffee, Luxury Retail, and Cosmetics in NA, EMEA, and APJ regions• Identified 20%+ data cost reductions by removing statistically low value questions from custom brand survey• Responsible for CS leadership 15 month P&L to determine projections on margin, ARR per headcount, ARR split by Customer Success and Professional Services, etc. • Provided 100s of statistical brand analyses on overall / competitive brand health, brand DNA, brand economics, customer engagement segments, custom demographic brand data, and custom target segments in order to inform global go-to-market strategies, creative, and partnership marketing decisions from mid-management to C-suite level• Justified audience pivot from younger demographic for $100B+ Computer Technology company, showing that younger audiences would not yield significant revenue or business value returns based on brand equity growth• Identified partnership opportunities for $35B+ coffee QSR, narrowing partnership selection from 135 industries to 21 based on current brand opportunities and audience overlap • Synthesized creative testing for global Electronics and Pet Food brands equaling over $10B, identifying key themes for creative improvement based on over 45+ reports of conscious and subconscious consumer reactions to brand-specific TV spots • Promoted from Principal Brand Account Director in Jan 2023 Show less

• Principal Brand Account Director, Enterprise Brands

  • Oct 2021 - Dec 2022

  • Primary account lead for $4M in ARR across large enterprise accounts, including Fortune 50 leaders in Computers & Peripherals, Coffee, Luxury Retail, and Cosmetics in NA, EMEA, and APJ regions• Identified 20%+ data cost reductions by removing statistically low value questions from custom brand survey• Provided 100s of statistical brand analyses on overall / competitive brand health, brand DNA, brand economics, customer engagement segments, custom demographic brand data, and custom target segments in order to inform global go-to-market strategies, creative, and partnership marketing decisions from mid-management to C-suite level• Justified audience pivot from younger demographic for $100B+ Computer Technology company, showing that younger audiences would not yield significant revenue or business value returns based on brand equity growth• Identified partnership opportunities for $35B+ coffee QSR, narrowing partnership selection from 135 industries to 21 based on current brand opportunities and audience overlap Show less



Dell Technologies

• Biotechnology Research
• 1 - 100 Employee

• Corporate Host

  • Jan 2018 - Present

  Corporate host and MC for global events including Dell Technologies World, SXSW, Global Quarterly Business Reviews, etc. Featured on corporate global broadcast with over 4M views.

• Competitive Analytics Consultant

  • Jun 2019 - Oct 2021

  • Integrated brand analytics into long standing media mix modeling program, helping to account for an additional 7% of total revenue in the US and 30% in Brazil; optimized marketing spend to increase marcom contribution revenue by 20% • Overall Marketing Analytics and Transformation (AnT) business manager, managing team ops for 43+ member team and organizing annual strategy and project updates for senior leadership • Launched competitive benchmarking program globally, estimating and tracking competitive site traffic for executive review in order to model site visits opportunity based on channel conversion • Lead all communications of strategic analyses for high-level executives for Analytics Taskforce, including $580M+ global multi-year strategy, major vendor transitions, big bets investments, and budget analyses• Founded and expanded Global Brand analytics program into $3M+ program, providing monthly brand analytics and insights for Dell Consumer / Alienware / Dell XPS brands in NA, APJ, and EMEA regions, and Dell Small Business brand in the US• Created monthly custom readout for MKTG readiness and Ops to review competitive direct and retail visits, incorporating spend, creative, brand, and search supplemental data intended to raise strategic questions and pressure-test high level strategy • Media mix model project lead for expansion markets; included adding models worth $137M+ in revenue in 2017, improving quarterly performance readouts, and providing top-down planning recommendations for FY19-FY21• Lead global MMM vendor transition for $4M+ global media mix modeling program, including RFP process and leading procurement process / onboarding• Optimized $50M+ overall media mix to maximize web visits, calls, and revenue, yielding $800M+ in revenue annually • Promoted from Sr. Advisor in 2019 in under 2 years Show less

• Senior Advisor, Global Marketing Planning & Brand Analytics

  • Jul 2017 - Jun 2019

  -Marketing operations senior advisor, providing brand insights for US Consumer, SB, Alienware, and Brazil and China Consumer brands that integrate pricing, sales, and ATL campaign cadence data; improved measurement of UF media contribution and expected to yield 3%+ increase in US Con revenue -created and expanded the Brand Analytics program within Marketing Tech and Ops organization to a $500K+ program in six months, $1M+ program in one year -expanded brand program to three countries in first year of program -utilized comprehensive statistical measurement of brand data to recommend global partnership options to C-suite executives; strategy was implemented and is slated for global rollout -MMM project lead for expansion markets; included adding additional models worth $137M+ in annual revenue in 2017, improving quarterly historical performance readouts, and providing top-down planning recommendations for FY19-Co-managing vendor relationship to execute $2M+ global media mix modeling program-Optimizing $50M+ overall budget and media mix to maximize web visits, inbound calls, and revenue , yielding $800M+ in revenue annually Show less



Lancôme/L'Oréal Group

• National Accounts Inventory Manager (through Atrium Staffing)

  • Aug 2016 - Jun 2017

  • Optimized 900+ store national account directory to speed up new store setup and consolidate store and account information • Worked closely with respective buying offices and planning teams to ensure proper cadence and expectations of their businesses relative to the retail calendar and the fiscal agenda. • Efficiently and analytically reported sales over $100-600k on a daily basis, while working closely with Sales Ops and National Account teams to ensure forecasting is up to date and accurate. • Maintained shipments and tracking for new store openings on a weekly basis to ensure timeliness of business growth Show less



Starbucks

• United States
• Retail
• 700 & Above Employee

• MBA Marketing Consultant

  • Jan 2017 - May 2017

  • Consulted with the Starbucks Customer Service & Channels team • provided customer insights and key recommendations for the Mobile Order & Pay program, which were projected to improve employee morale and NPS based on customer journey mapping, interviews, primary research, and observations • Consulted with the Starbucks Customer Service & Channels team • provided customer insights and key recommendations for the Mobile Order & Pay program, which were projected to improve employee morale and NPS based on customer journey mapping, interviews, primary research, and observations



Dell

• IT Services and IT Consulting
• 1 - 100 Employee

• Client Solutions Global Consumer Marcom MBA Intern

  • May 2016 - Aug 2016

  • Recommended automation strategy with yields of 54% reduction in production time for online advertising production • Analyzed processes that allowed for scale down of online advertising team and savings of $65,000+ annually • Owned and launched test pilot for campaign in July that tested new automation and testing processes for online advertising • Prepared roadmap and future state for automation production processes driven by personalized customer content • Recommended automation strategy with yields of 54% reduction in production time for online advertising production • Analyzed processes that allowed for scale down of online advertising team and savings of $65,000+ annually • Owned and launched test pilot for campaign in July that tested new automation and testing processes for online advertising • Prepared roadmap and future state for automation production processes driven by personalized customer content



Eat'n Park Hospitality Group

• United States
• Hospitality
• 300 - 400 Employee

• Summer Marketing Analyst

  • May 2015 - Aug 2015

  • Created new method of data segmentation to determine customer behavior and improve marketing plans • Recognized oversight in strategy that altered approach for future 3 year marketing plan • Analyzed menu development and determined causes of change in customer action; applied analysis to future recommendations • Evaluated 6 international customer feedback services and made recommendations for future partnership, expected to improve customer experience • Completed trend analyses of market share and new customer growth to quantify success of past/ongoing promotions Show less



Sales and Marketing Group

• United States
• Advertising Services
• 1 - 100 Employee

• Account Executive and Corporate Trainer

  • Jun 2014 - Aug 2014

  • Promoted from Junior Executive based on consistent performance • Achieved weekly record sales for the Pittsburgh sales office at an average of $400 a day for SMGI directly and $4K-$8K for the client • Trained new hires in direct marketing and sales strategies; interviewed potential hires and assessed direct marketing skills • Promoted from Junior Executive based on consistent performance • Achieved weekly record sales for the Pittsburgh sales office at an average of $400 a day for SMGI directly and $4K-$8K for the client • Trained new hires in direct marketing and sales strategies; interviewed potential hires and assessed direct marketing skills