CONSUMER ELECTRONICS: MARKETING LEAD FOR THE LARGEST INTERNATIONAL OFFICE VENDORS 
 

Providing Strategic Marketing opportunities for Large Office Vendors 

• ​​Spearhead new digital marketing initiatives across cross functional teams 

• Optimizing the marketing process to improve: speed, quality, and accuracy of execution

• Establish new category benchmarks based on customer data, trends, & insights 

• Manage vendor budgets and provide recommendations for the best ROI 

• Design fresh vendor marketing opportunities available  Amazon's B2C | B2B customers 

• Lead quarterly business reviews for vendors'  external senior leadership team

• Improve in-flight campaigns to meet Amazon's benchmark with heavy optimization during COVID-19 

*Based on online product sales for 2019 - 2020 | Actual Amazon KPIs are confidential 

CERTIFIED SCRUM MASTER, MANAGING BUSINESS INTELLIGENCE

Technical Consultant for Clients with Heavy Data Security Requirements 

• Defined business goals, road-map requirements, release plans & assigned tasks using Agile methodologies   

• Led daily SCRUMs across clients' Marketing, Engineering, Business Intelligence and Analytics teams 

• Oversaw the construction of a revised CRM tool reporting directly to the VP/CEO

• Results ​​ 

  • Collaborated with the Business Analyst to document/automate the process 

  • Integrated a new CRM tool powered by SAAS (Microsoft/Teams) 

  • Executed 500+ BI projects which met/exceeded Six Sigma standards which enabled: 

    • A large health insurance firm* to market to Americans 65+ in real time for 2020/2021 Medicare benefits 

    • A national bank* to transform unstructured data to structured information to reach potential mortgage customers 

    • A popular rental company* to apply denormalized data for a clean list to use for future marketing efforts   

*Actual company names can be shared upon request 

KMART: DATA-DRIVEN INSIGHTS APPLIED TO GARNER SALES IN BABY CATEGORY 

Reversed an Unprofitable Quarter by Targeting (Baby Boomers) 

• Collected, analyzed and interpreted raw data from the Customer Data Warehouse (CDW) to pinpoint root cause 

• Integrated CDW key findings with the Data Science/Analytics team to develop a regression analysis with industry trends 

• Collaborated hypothesis with  Creative Teams, Softlines Business Unit Mangers and Kmart's CMO to develop a creative segmentation test

• Test|Hypothesis: Women 55-74 (Baby Boomers) will purchase at a higher rate than women 27-43 (Millennials) 

• Results 

  • Online sales generated by Baby Boomers exceeded predicted performance by over 4% 

  • New style guides, offers and channel selection were revised to engage the Sandwich Generation  (to increase retention conversion) 

  • Earned recognition and was selected to lead additional analysis across  (beauty, toys, pharmacy, & candy) 

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SEARS: LED HIGH PROFILE* MULTI-CHANNEL CAMPAIGN SPONSORSHIPS  

Sears High Profile* Sponsorships  

• Spearheaded 40+ media sponsorships with a meager team of (3) 

• Led Warner Brothers (MAN OF STEEL) sponsorship | media spend $20,000,000+  

• Campaign(s) successes featured in Ad Age 

• Designed eccentric multi-channel sponsorships across major broadcast networks 

• Results:

  • Largest UGC video upload on CBS' Survivor | Video Casting Call  

  • 1st  (non-celebrity) to present trophy live on TNT during the NBA All Star Game 

  • Largest traffic spike on Sears.com from a Wheel of Fortune/Sears Sweeps

Ad-Age Article - CBS Survivor 

Warner Brothers|Sears sponsorship MAN OF STEEL movie 

Sears Shooting Stars: NBA All Star Game Activation (Cross Platform)

*Media spend of $1,000,000+ and/or impression reach 5,000,000+ 

CROSS FORMAT: THE DRIVING FORCE BEHIND A RE-DESIGNED EMAIL PROGRAM POWERED BY DATA & MACHINE LEARNING 

Tasked to re-work an existing under performing  hardlines triggered eMail Program 

• Determined the strategic direction to build a new triggered eMail program designed to covert customers in real time 

• Led long-range planning with the triggered/transaction, creative, buyers, analytics and data science teams 

• Calculated the profit impact, timing, resources & go to market execution and presented to senior leadership

• Deployment counts exceeded 40M across Sears, Kenmore, and Craftsman.com  

• Results ​

  • Revised overall creative with data driven, responsive creative across .com, Android and iOS  

  • Integrated accurate integration of machine learning models for each unique UX across each category 

  • Increased open rate by 3% , click rate by 1.2%, conversion rate by 2% & online sales by 1% which exceeded the company's  benchmarks 

SHOP YOUR WAY: ON-BOARDED B2B LOYALTY EFFORTS + TRANSFORMED THE CRM PROCESS 

Championed Shop Your Way Loyalty B2B Acquisition Efforts ​​​

• Built solid relationships with 100+ corporate partners including: General Motors, Volvo of America and Nissan Motor Corporation 

• Established the initial CRM construct in Excel to quantify progress 

• Designed/Presented best practices, project plan and RACI strategy to senior leadership to garner project funding 

• Results ​

• • Obtained 450%+ budget  (compared to the previous quarter) for CRM software build and additional  manpower 

  • Trained 100+ Business Development |Customer Service Teams  across the US, Puerto Rico and Guam 

  • Led 5 software engineers through the Agile process to transform an Excel file of CRM attributes to a robust internal Oracle CRM tool

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Volvo of America| Partnership

NBA | TNT Partnership

Nissan Motor Corporation | Partnership