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Degrees
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MBA in Market Resarch, MS in eBusiness (both from top-tier, AACSB Grad Schools)
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My Expert Service
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My roles in the past have provided the talent for leading the strategic marketing initiatives of Fortune 500 Companies. At the core of these plans, exist a solid foundation of market research and analysis, building customer-centric strategies. My efforts have resulted in increasing market share, enhancing brand position, and growing bottom-line profits.
Expert experience and abilities in: Market Analysis, Business Planning, Market Research (Segmentation, Conjoint Analysis, Customer Satisfaction, Focus Groups, Touchpoint Analysis, and more!), Customer Experience Design, New Product Development, Direct to Consumer Business Model Design, Data Mining, GIS Tools, Artificial Intelligence.
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Experience & Qualifications
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ONLINE/OFFLINE LEISURE TRAVEL:
Established and direct market intelligence and consumer insight efforts for $1.5 billion international company that is leader in online/offline leisure travel retailing.
Redesigned and manage company’s end-to-end, multi-channel customer experience to compete successfully against larger, more well-known brands. Serve as “incubator” where team of employees and consultants work together to pilot projects and test ideas, bringing viable innovations to market. Report directly to holding company’s owner and serve as strategic marketing consultant to assist in managing brand portfolio. Supervise 6 direct reports and manage up to 30 people who manage competitive intelligence, strategic planning, customer segmentation and satisfaction, primary research, and brand innovation.
• Orchestrated nationwide (occasion-based) Segmentation study providing foundation for customer-centric marketing efforts, leading to multi-channel distribution alignment, new product offerings, and revised media plans. Study:
? Innovated company’s organization culture and mission from focusing on mass merchandising to becoming customer centric, resulting in organization becoming more sensitive to changing conditions and adaptable to required innovations.
? Enhanced company’s profits and market share by increasing collective volume of web traffic to sites by approximately 13% in 1 year and rapidly expanding conversion rates when leading competitor’s rates had plunged.
? Spearheaded innovations that increased company’s share of “wallet spend” annually by 11% by utilizing up-sell and cross-sell merchandising through application of ERM and customer segmentation.
• Maximized customer satisfaction and minimized complaints by reducing non-revenue call center volume by 7% annually. Company’s net promoter scores related to customer satisfaction are among highest in industry, with one of leading brands having score of 78+%.
• Optimized company’s position in marketplace and strengthened internal operations by analyzing issues and challenges, synthesizing available information, and proactively creating innovations that provide financial rewards and impressive customer satisfaction.
INTERNATIONAL STAFFING AND HUMAN CAPITAL:
Established strategic marketing function for $18 billion international staff, outplacement, and assessment services company. Initial focus of effort was on identifying which markets to grow, skill sets to sell, and accounts to pursue and what prices to set. Managed administration and reporting of Highly Quoted, Industry Leading Outlook Survey, a prestigious and widely quoted quarterly business survey. Participated in company’s strategic planning process, contributing expertise in analyzing marketing environment and competitor’s products and services. Ultimately, expanded responsibilities to include global projects and oversight of pricing and new product development. Conducted studies involving market trends, product life cycles, and office structure. Supervised 5 direct reports and managed team of 20 people.
• Generated significant cost savings for company by collaborating with Chief Operating Officer to create field office reconfiguration model utilizing GIS Artificial Intelligence tools that saved $2.5 million annually on lease expenses and enhancing metrics on filled orders by improving unfilled orders by 7% in 1 year.
• Saved company $300,000 annually in salaries by incorporating strategic marketing insight into 3-year plan which resulted in discontinuance of unprofitable segments.
• Innovated new product design and test process that resulted in new product introduction rate increase of 200% and new product success rate improvement of 8% within first year.
• Enhanced company’s reputation and cost savings by convincing executives to assume leadership role in HR-XML Consortium. Company’s participation ensured influential role in creation of common definitions of trade variables for Open Source Alliance
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Available Modes Of Communication
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email/chat
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Contact
Mark in Wisconsin
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