Experience

RAPP

• United States
• Advertising Services
• 700 & Above Employee

• Senior Director of Analytics

  • Oct 2022 - Present

• Director of Media Analytics

  • Feb 2018 - Jan 2023



The Guitar Center Company

• United States
• Retail
• 700 & Above Employee

• Director of Strategic Marketing/Analytics/CRM

  • Aug 2014 - Oct 2017



Masterworks

• United States
• Advertising Services
• 1 - 100 Employee

• Lead Marketing Analyst

  • Nov 2013 - Jul 2014

  Providing data analysis/insight and reporting for faith based non-profit organization to optimize their fundraising programs. Providing data analysis/insight and reporting for faith based non-profit organization to optimize their fundraising programs.



TBWA\Chiat\Day

• United States
• Advertising Services
• 700 & Above Employee

• Director of Analytics

  • Mar 2007 - Oct 2013

  Planned and executed strategic CRM and Conquest direct marketing programs for Nissan North America. Implemented and managed lead/handraiser engagement, owner nurturing, and prospect acquisition programs. Provided database management and maintenance solutions to support client business objectives and goals. Supported implementation of email campaign management tool. Managed the build and validation process of multiple statistical models to support product launches and CRM programs. Planned and executed strategic CRM and Conquest direct marketing programs for Nissan North America. Implemented and managed lead/handraiser engagement, owner nurturing, and prospect acquisition programs. Provided database management and maintenance solutions to support client business objectives and goals. Supported implementation of email campaign management tool. Managed the build and validation process of multiple statistical models to support product launches and CRM programs.



Harte Hanks

• United States
• Advertising Services
• 700 & Above Employee

• Sr. Marketing Analyst

  • 2002 - 2007

  Business consultant and power end user of E.Piphany (campaign management tool) for multiple automotive clients (Mazda, Volvo, & Mitsubishi). On-site client support in management and execution of the tool. Translated client business requirements for IT to support CRM programs using E.Piphany. Supported clients with data analytics and insight using MS SQL to perform data mining and customer migration trends, customer loyalty/retention rates, attrition patterns, and handraiser purchase behavior/cycle. Show less



Direct Partners

• United States
• Advertising Services
• 1 - 100 Employee

• Database Analyst

  • 1998 - 2003

  Executed and deployed direct marketing strategies involving customer loyalty/retention and acquisition campaigns for various clients: Tivo, Earthlink, Uncle Ben’s, Stamps.com, Universal Home Video, and Kal Kan. • Coordinated campaign projects through competitive market research and customer/prospect profiling. • Performed list research and procurement with list brokers to formulate effective list recommendations. • Generated response analysis and sales conversion reports for clients. • Tracked performance and made recommendation on various list, package, creative, and offer tests. • Managed list brokers and data processing vendors for quality maintenance of customer and prospect data. Show less



Segment Data Management

• Greater Los Angeles Area

• List Manager

  • Nov 1998 - Jun 1999

  Managed various clients: United Parcel Services, Merrill Lynch, MBNA, Affinitiy Network, GTE, and Bell Atlantic. • Performed extensive data analysis on an In-House Asian American Consumer and Business Database to recommend strategic ethnic direct marketing solutions for clients. • Provided clients with competitive market research and market share analysis. • Performed customer profiling and segmentation through demographic overlay. • Managed list brokers by inspecting and approving copy, offer, list usage schedule, net name approval, commission and pricing. Show less



Korean Air

• South Korea
• Airlines and Aviation
• 700 & Above Employee

• Tariff and Pricing Analyst

  • Jan 1998 - Nov 1998

  Analyzed and monitored market prices and maintained competitive pricing adhering to government regulation.• Competitive pricing analysis using various CRS & ATPCO systems (Sabre, Apollo, WorldSpan, TOPAS, ATPCO Online System, and ATPCO Database System).• Developed new fares and rules (tariffs) for promoting weak and competitive markets and filed petitions for new fares and rules to Airline Tariffs Publishing Company for government approval based on IATA regulation.• Coordinated and supported pricing, regulations, and commissions for the entire 13 regional sales offices in the Western Hemisphere. Show less

• Database Marketing Coordinator

  • Jul 1996 - Jan 1998

  Managed database warehouse development and OLAP system for frequent flyer members.• Performed extensive database analysis for decision support, executive information management, and target marketing.• Conducted promotion planning, forecasting, and direct marketing based on data analysis to increase customer loyalty and acquisition.• Coordinated partner alliance building with AT&T, MCI, Los Angeles Omni Hotel, Hyatt Hotels & Resorts Worldwide, and American Express Member Rewards Program for brand enhancement and affinity.• Awarded Certificate of Appreciation by Chief Executive Advisor for successful development/implementation of an OLAP system. Show less