Other Work Examples Capital One - Sr. Director, Marketing & Analysis Internet Strategy: Managed team of ten professionals responsible for search engine marketing campaign (>$1MM/year), web site marketing strategy (>10MM visitors/month, >$50MM NPV per year) and email marketing optimization (>5MM emails/month). Managed enterprise-wide strategic partnerships with Google and Yahoo search engines. Created enterprise-wide policies and practices in online marketing (e.g., email frequency, online advertising practices) and launched new online channels (e.g., affiliate marketing). Achieved 20-50% year over year growth on sales of various products via the web through “test & learn” driven innovation. Team won a “Center of Excellence” award for performance in 2Q2006 – one of ~15 awarded in entire 20,000+ person company. Last rating was “Very Strong” (top ~20%) received in March 2006.
Web Site Strategy: Managed team responsible for business strategy for the auto finance website. Managed search engine optimization to dramatically improve natural search engine ranking from page ~10 to page 1-3 on key terms. Re-designed content and navigation to increase conversion of website visitors to customers.
Online Advertising: Managed staff of eight professionals and multi-million dollar online advertising budget/P&L for auto finance business. Grew overall sales volume by ~20% while improving profitability. Applied “test and learn” strategy to search engine marketing efforts, driving sales growth of >600% in Google volume and becoming first in financial services to roll out beta of innovative new functionality with Yahoo.
Email Marketing: Managed activities for auto finance business, including 10+ profitable campaigns per year.
Direct Mail: Managed development of direct mail for prime+ segment of auto finance business. Rolled out several mail campaigns to customer lists of strategic partners. Developed response models and test insights.
Credit Risk Analysis: Developed innovative approach using existing data to incrementally predict credit risk. Led design and implementation of process to systematically identify, test, and implement new data sources.
Marketing Strategy: Led development of tests of new customer segmentation schemes.
Bain & Company - Consultant / Case Team Leader Brand Strategy: Developed brand-management strategy for automotive client, including statistical market research, customer segmentation, perceptual mapping, and quantification of relative brand values.
Sales Negotiations: Identified substantial supply chain cost saving potential between automotive client and a major corporate customer to help win $10MM in annual revenue from that account.
Channel Strategy: Developed retail channel improvement strategy for automotive client, including identification of best practices among retailers and development of quantitative standards and incentives.
Market Research: Conducted market research for automotive client to identify drivers of customer loyalty. Developed and managed survey, led statistical analysis of results, and built a customer profitability model.
Financial Modeling: Modeled the future profitability of a business unit of office supplies client. Based on analysis, client accepted recommendation to divest, and stock price immediately increased by 10 percent.
Manufacturing Strategy: Led manufacturing improvement projects in the US, Great Britain, France, and Spain for automotive client. Identified annual cost savings of up to $15MM per plant through process redesign.
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