Mobilizing Analytics to Help Brands Connect with Customers in Relevant and Rewarding Ways
Leadership in driving double-digit growth through the strategic and tactical management of digital business transformation with a focus on measurable outcomes through data and analytics.
Analytics expert who increases enterprise efficiency, improves agility, and maximizes opportunity.
Inventor of data-driven solutions that holistically solve marketing, operational, and financial challenges.
A “fixer” who is known to rapidly introduce course corrections that positively impact the bottom line.
Conductor of the symphony of processes, policies, and organizational design impacts.
Elevator of marketing, media, financial, and analytics literacy – “right-sized” across all stakeholders.
Inspirational manager who builds and leads high-performance teams with a focus on learning and innovation.
Expertise that fuels impactful leadership to harmonize organizational investment.
Insights-Driven Decision Making
Enterprise Data Strategy
Digital Business Transformation
Valuation and Business Case Development
Fiscal Accountability and P&L Management
Knowledge of the technologies that – when fully capitalized – can empower actionable, near-real-time response to consumer behavior
CRM: various (predominately Salesforce)
Marketing Automation: Pardot, Hubspot
Big Data: Hadoop, AWS
Predictive Analytics: Python
eRetail Analytics: Amazon, Wal-Mart, etc.
Web Analytics: various (predominately Google Analytics)
Test & Learn: various (predominately VWO & Optimizely)
Data Visualization, ETL tools such as SQL
Media Adservers, DMP, and similar
Integrating DAMs, ERPs, logistics platforms, and similar into the analytics ecosystem
Adapting the “proof case” of North America to other global regions – including developing economies
Experience across a diverse collection of brands and business models in industries including technology, financial services, industrial manufacturing, national security, hospitality/entertainment, and CPG.
Director, Data Science and Analytics
2011 - Present SapientRazorfish
Develop digital business transformation strategies for a wide variety of existing and prospective clients across the full spectrum of SapientRazorfish’s strategy, media, and technology competencies with a focus on customer analytics, monetization, visualization, personalization, testing and optimization, and the technology platforms that enable efficient and effective cost reduction and revenue growth. Personally responsible for >$2MM annual billable revenue at an average 43% margin; an integral part of the teams that have won >$60M in new business during my 5-year tenure. A few examples of accomplishments by industry:
Retail/CPG (Cosmetics): Constituted the organization’s new Global Enterprise Data & Analytics function and populated its staff after having developed major components of its performance measurement framework. Assisted new executive in chartering the enterprise-wide Measurement Council.
Tourism: Developed and executed monetization programs that infuse non-profit DMOs (destination marketing organizations) and CVBs (convention and visitors bureaus) with new revenue sources to fuel website and content marketing enhancements that better satisfy tourist needs and create revenue streams for for-profit member-partners. The “monetized” approach to website re-design created >250% gains in advertising revenue.
Hospitality: Devised measurement framework to track website engagement and commerce in a way that has enabled significant UX (user experience) gains reducing friction in the booking funnel resulting in a reversal of the downward trend in RevPAR (revenue per available room) and actionable insights on which to build growth.
Super-Regional Bank: Led digital strategy formulation and delivery including digital and mass media, remarketing, cross- and up-sell, and customer experience. Conceived and supported a client + cross-agency “connectedness council” to streamline and advance integrated marketing efforts. Reduced media time-to-market by 15% and secured double-digit improvements in both customer acquisition and lifetime value (LTV).
Top US Health Insurance Provider: Developed omni-channel strategy to support transition to the ACA (Affordable Care Act) marketplace. Quantified the business value of digital to secure >$5MM funding for innovation programs.
National Luxury Beauty Services: Directed marketing, media, user experience, and digital transformation efforts to increase and accelerate customer acquisition and improve revenue. An obsessive focus on performance and customer analytics combined with an integrated measurement framework that fuses media with the client’s customer and financial data resulted in 3 consecutive years of double-digit reductions in customer acquisition costs, an average annual 15% revenue increase, and an average annual 23% margin improvement. This case study was a finalist for I-COM’s 2016 Data Creativity Award.
Founder and Director, Web Analytics Practice 2010 - 2011 Publicis.Hawkeye
Recruited to build a new practice including product/service definition and pricing, organizational design, procurement of technology tools and platforms, business development/sales, and delivery oversight.
Served as a partner/consultant to clients’ internal teams with a focus on demand generation, reputation management, and customer acquisition.
Conceived, managed, and delivered client direct marketing, social media, and customer analytics projects in both B2C and B2B environments.
Introduced the agency to the new domains critical to digital transformation: organic search (SEO), paid search (SEM), organic social media, paid social media, outbound email, conversion rate optimization (CRO), online community programs, digital events, and other new media channels.
Within the first six months, landed four new clients totaling >$250K in sales. Personally responsible for >$300K billable revenue per year. Contributed to >$2M in new business during my 15-month tenure.
Strategy and Management Consultant, Digital Focus 2003 - 2015 Webiquity LLC
THE WALKER GROUP Serve as founder, driver of growth, and provider of digital marketing, media, and performance measurement strategy consulting and tactical delivery.
MONEY COUNTS Serve as adjunct marketing department for financial services firm specializing in personal cash flow management and retirement income planning. Oversee microsite development, authored content and news releases, supported events, effected SEM and SEO.
CONSONUS TECHNOLOGIES Migrate websites to infrastructure offering improved efficiencies, including full SEO and refreshed design and content architecture. Develop keyword strategy, implement technology support of member and sponsor models, and re-design and streamline all web assets for improved user experience, ability to manage, and cost-effectiveness.
VISA (the world's largest retail electronic payments network): Provide leadership and direction to marketing consulting team responsible for Financial Institution client marketing across all products and services. Develop and execute end-to-end marketing (strategy through execution) consulting on key strategic initiatives across all Visa products and services for Financial Institution client. Align Visa Product, Marketing and Sales objectives and resources against Financial Institution client business needs. Develop and implement integrated Financial Institution client marketing plans. Provide input to key stakeholders to influence development of marketing strategies and program development. Earn marketing thought leadership with Financial Institution clients by providing insight driven, data focused and actionable marketing recommendations and solutions. Direct and implement best-in-class marketing solutions and trends to ensure consistent and effective use for meeting Financial Institution client business objectives and needs. Contribute Financial Institution client point of view, socializing key learnings and collecting best practices among stakeholders. Manage relationships and deliverables with external agencies to supplement Visa tools, resources and assets. Demonstrate leadership competencies in building organizational relationships, resource and capacity management, fathering and socializing results for key initiatives, thought leadership in financial services generally, and payments and credit card marketing specifically.
ADVANCED DETECTION TECHNOLOGY (manufacturer, security systems technologies): Conceived, developed, and implemented new brand strategy, including print and electronic media, tradeshow/exhibit materials, product literature, and dealer engagement and support materials. Launched two new websites (one serving as online store) involving product- and market-oriented content architecture optimized to produce strong search engine results. Search marketing programs resulted in 200% gains in traffic and 20% week-on-week lead growth rate. Nurtured media and analyst relationships to secure editorial space featuring product announcements and expert point of view. Generated demand through education-based outreach programs including web events, online publications, and blogs. Launched eNewsletter, achieving 800 subscriptions within 60 days.
COOLING TECHNOLOGY (manufacturer, process cooling equipment: Delivered 30% revenue growth by restructured marketing and sales operations. Increased traffic 300% through search engine optimization, search marketing and directory listings. Transformed website into dynamic industrial products catalog, including automated QuickQuote™ mechanism and buying decision support framework. Boosted qualified leads by 400%, and contributed 30% increase in bookings with overall +50% ROI.
BODY WORLDS (entertainment, museum exhibit): Drove record-breaking attendance with consumer marketing programs including radio, TV and print media, viral and community marketing, street team, and direct marketing.
CONTENT MANAGEMENT PROFESSIONALS (CMPros) (not-for-profit professional association): Defined and implemented aggressive business development model for 400-member professional association.
XBRL (not-for-profit global technology standards association): Designed new funding program for global financial services standards organization.
EPC GLOBAL (not-for-profit RFID standards association): Developed launch materials for individual industry segment, and strategic marketing and industry engagement frameworks. Designed credentialing process for vendors.
Founder and Manager: Digital Marketing 2009 - 2010
Drive high-growth lead generation, customer acquisition, retention, and expansion, and revenue generation programs through digital assets such as website and customer portal and marketing initiatives including SEO, PPC, email marketing campaigns, audio, video, and social media. Achieved 500% gains in website traffic, 575% increase in leads, and 300% improvement in conversion from lead to suspect - contributing three times average profit margin. Coordinate marketing, technical and creative partners, internal IT resources, and direct and inside sales teams to efficiently identify, nurture, convert, and close opportunities via digital channels. Oversee major digital asset migration to standards-based infrastructure. Drive customer experience strategy and implementation, specifically in the form of self-service dashboards and significantly improved customer intelligence collection. Ranked in January 2010 by the Corporate Executive Board Marketing Leadership Council as attaining 30% greater social media maturity than peers.
Vice President Global Marketing 2005- 2007 Omega Performance Corporation (an Informa company)
Responsible for global marketing mix and staff of 8 across North America, EMEA, South America, Africa and Asia/Pacific. Planned, controlled and directed integrated marketing campaigns and business development programs to effect over 50% lead generation and 15% revenue growth rate.
Conceived, developed, and launched refined web content architecture including search engine optimization and search marketing programs resulting in 200% traffic increase and 20% month-on-month lead growth rate.
Directed content partnerships to produce online education-based outreach programs including web events, online publications and blogs. Increased e-newsletter subscriptions 50% to 8000 total.
Generated 6000+ new leads, converted 40% to active prospects and 10% to clients through 40,000+ direct mail pieces supplemented with integrated electronic marketing tools such as microsites.
Secured best-of-industry brand visibility through publishing thought leadership content in electronic and traditional trade, consumer and business publications.
Payments System Standards Coordinator - eBusiness Strategy Office 2002 - 2003 The Federal Reserve
Developed recommendations for electronic business strategies to facilitate accelerated adoption of electronic payment mechanisms within domestic and global banks. Conceived, designed, and implemented vendor development of large-scale payments standards information portals. Provided expertise to industry analysts, briefed payments network executives, and organized development groups. Built global network of banks, non-governmental organizations (NGOs), and trade groups to roadmap and deploy standardization of domestic and international payment systems.
Executive Director 1999 - 2001 OASIS, advancing open standards for the information society
Collaborated with Board on strategic goals, grew membership base, and facilitated supply chain and trade group interactions for $1.9M standards development organization. Managed 12 direct reports. Served as spokesperson and champion for products, redeveloped brand, communication, and services to secure position as principal driver of eBusiness paradigms.
Drove 100% plus revenue growth from $360K to $900M in first 10 months tenure through direct and online marketing programs. Increased staff 600%. Launched U.S. headquarters and three European offices.
Formed strategic alliances with the World Wide Web Consortium (W3C), United Nations Center for Trade Facilitation and eBusiness (UN/CEFACT) and International Organization for Standardization (ISO). Collaboratively conceived and developed a global, open, standards-based framework for eBusiness.
Created and executed intensive media/analyst/public/industry relations campaigns resulting in 50+ interviews with leading trade and business publications. Campaign integrated 40+ speaking engagements, 100+ events, 10+ conferences, and eight education-based seminars.
Secured 50% revenue increase within 90 days through ideation, design, and deployment of two web-based information channels that served as fund-raising platforms for organization.
Revitalized $110M product line and roadmap, increasing profit margins five-fold, and fueled new $10M eCommerce unit. Generated $72M in revenue at goal-breaking 22% margins within first six months of tenure. Boosted sales of niche products from $4.5M to $20M and margins from less than 10% to more than 60%. Instrumental in doubling stock price and securing support from shareholders on acquisition proposal.
Launched three new products within first 60 days of tenure, breaking volume goal by 30%. Optimized launch program to dealer channel to beat competitor to market and achieve #1 share.
Spearheaded first eCommerce channel in multimedia projectors market, yielding 50% increase in sales volume and preservation of profit margins.
Reduced inventory 90% to less than $1M within 90 days through direct and online marketing programs and launch of direct-to-consumer new eCommerce channel.
Director of Worldwide Marketing Chrystal Software (a Xerox Ventures Company) San Diego, CA 1994 to 1997
Accountable for product management, training, documentation, marketing communications, and direct marketing. Led startup of company spinoff to $8M sales in 24 months and achieved breakeven two years ahead of goal. Launched Advanced Customer Engagement program (ACE) to accelerate VAR sales, delivering more than 50% revenue increases. Cut time-to-market 50% by enhancing product roadmap, definition, development and management strategies.
Manage global product marketing function including product launch and pre-sales engineering for direct sales and dealer channels. Instrumental in securing multi-year, multi-million dollar U.S. Navy contract through rigorous product benchmarking. Responsible for global staff of eight pre-sales engineers, and for delivering >50% revenue for division through value-add sales to Company's core base of industrial and engineering clients.
2017 - Master of Science, Management and Leadership, Western Governors University
1995 - Executive Bachelors, Business Administration - Faulkner University
Member - Search Engine Marketing Professionals (SEMPO)
Member - American Marketing Association
Executive Director - Content Management Professionals
Board of Directors - OASIS Open, Inc.
Board of Directors - American National Standards Institute (ANSI-X9)
Financial Services Task Force - Object Management Group
Standards Delegate - United Nations/Cefact International Trade & Business Processes
Member - Financial Services Technical Committee (FSTC), Universal Value Exchange (UVX)
Member - Trade & Business Process Group 5, Finance Domain, UN/CEFACT
Member - BITS Financial Services Roundtable
HONORS / AWARDS
Finalist, Data Creativity Award, i-Com
White House Office of Science & Technology Policy, Roundtable Guest
Mobile Maven Award, Mobile Computing Magazine
"Scaffolding the New Web: Standards & Standards Policy for the Digital Economy," RAND Science and Technology Policy Institute (Reviewer)
"Close the Loop on Clean Cooling Water," Plastics Technology Magazine, December 2004 (Author)
Information Week, Wall Street Journal, London Financial Times, et al — Interviews