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Summary

A self-motivated result-oriented leader with demonstrated success in managing marketing analytics teams to exceed business targets. Recognized as a valued partner with a proven ability to drive change within highly matrixed organizations. Provider of critical thinking and problem-solving skills influencing the delivery of initiatives that generate multi-million-dollar impacts.

Professional Experience

Zimmer Biomet, Omaha, NE

2018Current
Associate Director, Data Science

Leading the evolution of the Analytic Center of Excellence (ACE) team responsible for data mining/modeling, targeting as well as segmentation. Serving as an internal consultant, driving revenue growth across verticals representing $3.5B annually. Reporting to Analytics Vice President.

  • Evangelist of data-driven insights, recognized for modeling contributions during corporate earnings calls.
  • Author of data governance methodologies, documentation, and quality validation.
  • Architect of an enterprise data lake providing integrated analytics as a tool across the organization.

Mutual of Omaha, Omaha, NE

20172018
Marketing Strategy Manager

Instituted a consumer-focused strategy around the most profitable market targets then led the process of continuous opportunity evaluations resulting in specific, action-oriented, recommendations. Consultant to a cross-functional team, new campaigns were implemented to improve net acquisition performance. Reported to Director, Marketing Strategy.

  • Synthesized industry trends and consumer experiences from the target's perspective creating compelling stories to guide business partners in aligned execution.
  • Generated innovative ideas to relevantly promote our brand and our products to the target market while differentiating from competitors. 
  • Improved consumer's perceived value at each onboarding step by orienting communications to the conversion stage resulting in incremental rate increases.  

Moody's Analytics, Omaha, NE

20132017
Associate Director, Demand Generation Marketing

Directed a team building the strategic marketing plans for the banking industry with multichannel campaigns designed for the delivery of targeted leads. Responsible for maximizing marketing ROI through detailed budget planning and performance measurement. Increasing the conversion rate of market segments by detailing lead attribution, media mix models, and propensity to purchase models. Reporting to Head of Demand Generation.

  • Developed robust go-to-market strategies inclusive of product positioning, target customers, multiple sales channels, and market growth forecasts.
  • Set revenue records with 21% annual growth.
  • Designed testing and reporting plans for the rapid evaluation of new marketing strategies to evolve efficiency and effectiveness across tactics.

Experian Marketing Services, Lincoln, NE

20112013
Senior Director, Marketing Services

The leader of a 9-member team and strategic partners in the advancement of data products. Designed processes to efficiently compile demographic, research,
transaction, and interaction data. Employed predictive modeling techniques to produce insights used in reporting and targeting to drive revenue performance. Reported to the Managing Director, Product Strategy & Business Planning.

  • Engineered an 18% increase in cross-channel performance while automating the delivery of dynamic reports through a self-service BI solution.
  • Organized a data accuracy program resulting in a 10% overall improvement of core data elements and industry-leading quality ranking as validated by a 3rd party.
  • Partnered with external agencies and collaborated with internal team members on strategic decision support for several multi-million dollar programs.

TD Ameritrade, Omaha, NE

20012011
Director, Sales & Analytics (2010-2011)

Managed a 4-member team with dedicated IT support. Designed the integrated vision and strategy for TD Ameritrade brokerage to deliver an enhanced client experience activating opportunities across sales channels based on segmentation. Utilized complex analytical and data-driven approaches to execute campaign optimization with actual bottom-line corporate earnings delivered in the near-term. Implemented long-term project planning in concert with Marketing, Sales, and Operations core growth forecasts. Reported to the Managing Director, Product Strategy & Business Planning.

  • Produced a $2B annual run rate in incremental assets from end-to-end strategies with channel measurements and optimization.
  • Increased conversion rates 300% by targeting consumer segments with relevant content.
  • Led department KPI, forecasts, and initiative progress tracking efforts, coordinated results across departments presenting a uniform view of benefits delivered to C-level and board of directors.

Senior Manager, Engagement Planning (2009-2010)

Developed key performance metrics and orchestrated campaign interactions, while working directly with agency and research partners to evolve brand perceptions. Engaged other leaders and teams to test innovative consumer engagement programs to deliver rapid process improvements. Reported to the Managing Director, Online Engagement.

  • Coordinator of research designed to identify key factors of brand purchase consideration then test campaigns impact against those measures. 
  • Deployed interaction management strategy incorporating propensity models and customer profiles. Achieved payback in one month with ROI of 7,796%.
  • Created a culture of continuous improvement driven by rapid testing with statistically proven results. Within one year, this testing culture achieved an annual revenue lift of $13.8MM.