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Marketing and strategy executive with Chicago Booth MBA and 15 years of B2C & B2B experience working in both
start-up and Fortune 500 cultures. Career path includes industry experience in mobile digital video entertainment,
wireless technology, consumer electronics, and financial services. Primary areas of focus include business planning
strategy and product marketing with emphasis on customer analytics, acquisition, and retention marketing.
Led business strategy, marketing, and analysis for the successful launch of more than a dozen consumer products
including a multi-platform live mobile digital video entertainment service broadcast over wireless phones, portable
video players, and in vehicle entertainment systems. Provided leadership for the launch of personal finance products
including stored value gift cards, deposit products, personal loans, and rewards based credit cards for students, travel
enthusiasts, small business owners, and for automotive needs.
MBA in Marketing & Finance, 2005 • University of Chicago, Booth School of Business
BS in Finance, 1996 • University of Illinois @ Urbana-Champaign
PROFESSIONAL HIGHLIGHTS
Qualcomm, Inc. (FLO TV subsidiary in Qualcomm Strategic Initiatives division) • San Diego, CA
2007-2010
HEAD OF CUSTOMER RELATIONSHIP MARKETING STRATEGY & ANALYSIS (2009-2010)
Direct report to division CMO and COO; supervised the workload of 10+ team members including external
agencies and internal staff
Optimized multi-million dollar budget to design, implement, and refine all aspects of customer base marketing
including segmentation, retention strategy, and pricing across multiple direct to consumer mobile video
entertainment platforms
Leveraged data driven analytics to inform media mix strategy, demand generation, and customer retention
initiatives to increase ARPU and CLV
Led cross divisional collaboration to develop and implement business analytic tools to synthesize large
customer data sets into actionable insights
Utilized Google Analytics to identify trends in website traffic resulting from SEO/SEM efforts, media
spend, social media activity, and e-mail marketing campaigns
Orchestrated lead generation campaigns and subscriber promotions to stimulate engagement by coordinating the
efforts of several geographically diverse external agencies and numerous internal stakeholders
Campaigns often occurred in conjunction with the promotion of high profile sporting events such as the
Super Bowl, NCAA March Madness, and the World Cup
Select Accomplishments
Successfully launched over 75 acquisition, retention, and up-sell/cross-sell e-mail marketing campaigns
using A/B testing resulting in delivery, open, click through, and conversion rates above industry averages
Effectively designed and implemented several solutions to reduce customer churn by introducing a 3 tier
retention pricing strategy including proactive, reactive, and win-back offers
Increased transparency and granularity of churn reason code data captured by business operations to
highlight opportunities for improvement such as enhancing point of sale merchandising using online tools
and SMS campaigns
Led cross divisional efforts to develop and implement scalable operational processes which did not
previously exist
Enhanced existing lead capture tool and centralized prospect data across multiple channels
Executed efficient lead generation campaign which produced a 2x lift in leads at half of the cost of a
similar initiative
Select Accomplishments
Developed go to market consumer pricing strategy and recommendation to allocate channel and brand
marketing spend
Selected as department lead for vendor selection, due diligence, and contract negotiation of key deal terms
for device OEMs, retail distribution, customer service operations, supply chain logistics, billing systems, and
payment processing
Created division wide standard for subscriber attrition reporting used in forecasting/analysis
Select Accomplishments
Identified multiple innovative opportunities through data mining to optimize $50MM loyalty programs
designed to stimulate customer engagement and retention; ideas yielded annual savings of $10MM-$20MM
Served as department lead involved in project valuation, pricing negotiation, and due diligence with 3rd
party partnership resulting in more favorable margins by 20%