Director of Database Marketing
Director of CRM
Large, full service advertising agency. Major clients include Dell, Dunkin Donuts, CVS, Cognos and Liberty Mutual.
- Senior management team member with 10 direct reports in both database consulting and CRM disciplines. Direct responsibility for management of $1Million dollars of annual revenue. Pitched and closed additional $1Million+ in new projects this year while simultaneously managing existing accounts. Took this opportunity to learn more about product and service marketing and to build an (internal) organization from the ground up.
- Web 2.0 RIA reports and site analysis and optimization using Google Analytics. Working with Unica to deliver an integrated online/offline experience via NetInsights and Affinium suite.
- Managed search engine marketing reporting efforts for TJX, Homegoods and Liberty Mutual.
- Developed data capture mechanism for Harvard Pilgrim microsite: www.letstalkhealthcare.org.
- Analyze traffic to microsite Microsite database development and analysis.
- Responsible for strategic planning, application development, billable client service and direct report career path development.
- Built a database consulting and analytics group from the ground up with scarce human, information technology and financial resources to service entire agency and agency’s clients.
- Provided strategic direction and resources on segmentation and research projects for major clients.
- Designed, built and implemented various configurable tools and applications using MS .net C# technology and XML.
- Performed a data audit for Dell’s warranty division. Set up opportunities for customer segmentation, response and purchase modeling and customer acquisition programs.
- Provided insight into transformation of customer after point of sale warranty program.
- Provided customer and prospect segmentation solutions to a major Business Intelligence solutions provider’s (Cognos) marketing department using SPSS and its own tool. This gives the customer the ability to see gaps in their prospect list. This ultimately allows them to spend wisely when purchasing contacts.
- Provided customer and prospect segmentation and CRM visualization solutions to a major heavy equipment rental provider’s (United Rentals) marketing department. This initiative defined their core, growth and niche segments and shaped and supported their direct and traditional marketing decisions for the upcoming year.
- Provided strategic direction and resources on multivariate and conjoint model based projects and new business pitches.
- Proactively assumed account management responsibility on major CRM services accounts.
- Spearheaded an initiative to forge a partnership with a major marketing operations solutions provider.
- Inherited strategic leadership of Boston based call-center. Analyzed profitability and presented a plan to the COO to wind down the business. Sent an RFP out to vendors. Kept CRM database in-house and built Cognos based analytics tool to access the data.
- Outsourced tele-services to a lower cost provider. This eliminated multiple cost centers for the agency and created calling efficiencies and flexibility for the client.
- Designed and built a 500GB marketing data-mart for a major philanthropic organization. Data marts included group, customer and purchase activity.Maintained and enhanced a homegrown CRM system with limited documentation.
- Maintained and enhanced a supporter registration processing system which was lacking documentation.
