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Director of Analytics

Johnson Outdoors

Drive DTC revenue and consumer engagement by leveraging advanced analytical skills to provide insight, analysis, and recommendations to all 8 brand teams.
•	Lead development and implementation of long-term data strategy.
•	Architect and own development of Looker Studio dashboards and reports.
•	Ongoing consumer database development and reporting.
•	Modeling and segmentation.

Digital Analytics Director

Responsible for CDP, customer segmentation, and email marketing strategy for 8 consumer outdoor recreation brands. Led migration of third-party data platform.

Marketing Consultant

MasterBrand Cabinets, Inc

Led development of data reporting and warehousing for new eCommerce division. 
•	Developed new dashboards for eCommerce sales via retail partners (The Home Depot, Lowe’s, Wayfair), combining POS, web analytics, and competitor data.
•	Conducted market share and competitive review analyses.
•	Developed ratings & reviews Pareto analysis to identify emerging quality and logistic issues.
•	Created detailed weekly product reporting for product management team.

Senior Manager - eCommerce Analytics

Direct Supply

Responsible for GTM strategy for Health & Wellness (healthcare), the largest of Direct Supply’s four product segments. Initiated and executed all large strategic marketing initiatives for the division, which includes the healthcare equipment, clinical and rehabilitation markets.
•	Responsible for the launch of DS smart™, a software platform linking patient diagnostic   equipment with electronic medical records; included competitive analysis, market and website launch with full brand development for multiple buyer profiles across three distinct market segments. 
•	Developed go-to-market strategic and channel launch plans for new Direct Supply-branded and national brand healthcare products.
•	Executed innovative campaigns for adjacent and non-traditional market segments.
•	Hired, developed and mentored team of marketing professionals responsible for mar comm, sales enablement and training material for Health & Wellness. 
•	Trained 300+ sales professionals on new program launches.

Segment Marketing Director

Customer Marketing Director

BuySeasons, Inc.

Responsible for revenue, forecasting, budgeting and bottom-line results for retail ecommerce costume division, the largest of BSI’s four divisions. Created and implemented strategic marketing initiatives, customer acquisition and retention campaigns and managed marketing mix across all channels.
• Developed site wide marketing offer and promotional schedule and strategy for BuyCostumes and Costume Express to promote revenue streams and increase conversion.  
• Developed iterative testing plans for costume sites, focusing on A/B promotional offer tests, user experience and mobile optimization to ensure a positive customer experience and maximize response.
• Managed marketing mix and cost to improve overall marketing efficiency, leading to a 17% reduction in year-over-year cost per order in 2015.
• Led customer segmentation and brand identity research projects to identify niche markets and new product opportunities.
• Launched new high-end product line, The Nightmare Collection, a departure from current product lines and target market, providing an incremental revenue stream.
• Worked with major licensors (Universal Studios, Disney and Warner Bros.) to develop co-marketing partnerships to increase sales of licensed merchandise.
• Renegotiated three large vendor contracts, generating $300K in savings over two years.
• Managed conversion to a new third-party CRM/marketing database system to provide expanded customer management and tracking capabilities.

Digital Marketing Director / Director of Retention

F+W Media, Inc.

This role was with New Track Media, purchased by F+W Media in early 2014.
Responsible for all online marketing for 10 online storefronts and 13 consumer magazines (total annual revenue of $19 million).  Managed corporate email calendar and an ecommerce marketing team of 4 employees.
• Launched one new magazine and 2 related online stores opening revenue streams in new consumer hobby markets.  
• Developed cross-functional marketing strategy for new educational webinar and online television product and a new digital brand to leverage content for maximum revenue potential.
• Led marketing project to determine customer lifetime value and developed offer sequencing plan to maximize long term profitability and enable targeted marketing through customer segmentation.
• Designed new weekly and monthly report package utilizing Google Analytics data, internal fulfillment system data and ESP data.
• In 2013, revenue was up 10% over prior year in the ten storefronts.  Email revenue was up 27% in 2013 across all properties.

Digital Marketing Director

Responsible for all marketing efforts, revenue and bottom-line results for 11 consumer magazine titles with a total circulation of 260,000 and annual revenue of $6.4 million dollars, exceeding budget by 6% in revenue and 3% in profit. Supervised a team of two marketing professionals and completed all financial forecasting models.
• Implemented several cross-departmental marketing plans to increase customer spend to include related digital products, conferences, online retail and education.
• Planned and executed over 30 direct mail campaigns per year, generating $1.4MM in revenue, an increase of 3% over prior years. Also created monthly email marketing campaigns for 13 magazines.
• Identified cross-affinity strategies by testing successful campaigns across new customer groups.

Circulation Marketing Director

Reader's Digest Association

• Responsible for conversion of a fulfillment system—a key corporate initiative that generated hundreds of thousands of dollars in savings.
• Led a corporate initiative to create a new data warehouse to be used for departmental forecasting, budgeting and reporting of financial data.

Senior Marketing Strategist

Responsible for day-to-day operations of Book Marketing division that generated $70 million in annual sales, accounting for 26% of company’s revenue and 42% of profit, the most profitable division within Reader’s Digest North America. Responsible for strategic planning, new product evaluation, and divisional budgeting & forecasting. Supervised a staff of five marketing professionals.
• Oversaw all product management functions, including creative, logistical and analytical functions, for all 25 products.  
• Developed a book product concept with the editorial staff that became a $10 million product over several years. The company later launched a magazine based upon this concept.
• Reviewed and approved all marketing plans for the division, including approximately 50 mailing plans per year. Mail quantities ranged from 100,000 to over 3 million each.

Marketing Director

Digital Analytics Director at Johnson Outdoors | MSDS Northwestern University

Analytics and Marketing Director with strong skills in strategy and execution, data analysis and innovative product launches. Known for a unique ability to interpret data in ways that create strong brand vision and actionable marketing plans. Recognized as a strong collaborator with excellent strategic planning, team building and budgeting/forecasting skills.

•	Digital Analytics
•	Marketing Strategy
•	Product & Product Line Launches
•	Product Management
•	Budgeting and Forecasting
•	Advanced Analytics
•	Project Management
•	Customer Segmentation
•	Competitive Analysis
•	Catalog & Direct Mail Planning/Analytics
•	System Implementation and Conversion
•	CRM Management
•	SQL
•	Python
•	R
•	Google Tag Manager
•	Google Analytics
•	Looker Studio
•	Tableau
•	PowerBI

My CliftonStrengths are: Learner / Achiever / Analytical / Responsibility / Harmony

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