Carnegie Mellon University - Tepper School of Business

University of Wisconsin-Eau Claire

VP of Marketing Applied Analytics, Marketing ROI, Analytics Operations at Adobe

San Jose, California

Leading an amazing marketing analytics team across marketing ROI, customer, performance marketing optimization, and analytics operations & engineering.

Adobe

VP of Applied Marketing Analytics

- Manage teams of 80+ across data science, marketing mix planning and analysis, customer analytics, website testing and optimization, and analytics/data operations.• Responsible for global, marketing performance evaluation and clear articulation of business impact of weekly marketing activity as well as integrated campaign measurement• Instrumental in the development and establishment of a Data Driven Operating Model (DDOM) as the marketing measurement lead charged with metric design, go-to-market business process integration, and delivering performance articulation to Operating Staff. • Established global, marketing customer journey analytics practice area which syndicates capabilities from corporate to regional teams through playbooks on campaign setup, measurement planning, and KPI development• Redesigned approach to cohort-based campaign analysis to reduce manual and resource intensive processes through standardization and machine learning. • Established customer analytics team to introduce customer insights to an historically product-centric organization.Notable Results:• Maintain highest team engagement scores across peer group, a credit to a phenomenal team and a personal commitment to a servant leadership mindset.• Marketing investments under “management” across B2B and B2C businesses has grown 400% in 5 years, fueling dramatic growth in the Adobe business.• Responsible for articulation of the impact of marketing on the business through lens of marketing ROI, media returns, customer LTV, and acquisition cost.• Efforts to re-imagine campaign measurement reduced time to deliver from 2 weeks of manual effort to nightly automated jobs (90% reduction in time to insights). This required a complete refactoring of the campaign planning process.• Guided team through development of new, motivational customer segmentation model based on global survey of creatives from statistical model build to scoring of customer database and daily refresh cycle.

Senior Director of Applied Marketing Analytics

- Managed teams of teams across data science, analytics, marketing execution, and program management supporting both B2B and B2C businesses• Responsible for leading teams building and applying customer journey analytics including marketing attribution, marketing investment decision making support through media mix modeling, and channel insights through Email and Social analytics.• Responsible for the articulation of marketing investment needs across the marketing organization, both B2C and B2B business, and FP&A teams to guide CMO level investment decisions, as well as track Marketing ROI by investment channel.• Oversaw team developing customer-level lifetime value and customer acquisition cost models. Guided the implementation of these models across the organization through the CFO to inform decision making.

Director  - Integrated Media Analytics

- Responsible for a Marketing Technology team managing implementations of SiteCatalyst, Test and Target, DemDex, ExactTarget, and other key tools of the marketing tech stack• Performed a gap assessment on marketing metrics that existed across the B2C organization, including data sources and calculations to drive rationalization discussions across BU and Go to market teams.• Developed a reporting framework which balanced Marketing Efficiency with Financial Efficiency to guide investment discussions• Established longitudinal and universal control hold-out strategy to measure long term effectiveness of marketing activities.

Group Manager -  Marketing Operations and Execution

- Led PwC and client engagement teams focusing on corporate and product strategy development, sales & marketing effectiveness, customer  analytics, as well as design and execution of business-value realization efforts.• Partnered with PwC leadership to develop the Marketing Transformation Practice to deliver digital and agile marketing solutions to clients with a focus on implementable solutions.Notable Results (across engagements)Sales and Channels Restructuring – 3rd Largest Telecommunications Company • Developed a channel strategy and the sales structure to deliver on a strategic growth vision put forth by the CEO.• Planned and guided a change readiness effort to increase openness and transparency across recently acquired companies in order to shorten the time to develop the “right” sales and channels model across the enterprise.Go-to-Market Strategy Redesign - Global Industrial Products Company• Developed a product profitability model to guide the development of product and brand growth strategies to achieve $100mm in revenue growth.• Designed and established a new pricing process, moving pricing decisions from sales/client service representatives back into a central pricing team, supported by tools and templates to manage change process• Established KPI's and measurement tools to track the impact of price changes, and identify pricing opportunities across accounts and productseCommerce Platform Extension Strategy – Leading Security Software Company• Researched and presented monetization opportunities to leverage existing internal eCommerce platform investments in external market segments as a new market opportunity• Analyzed and sized potential addressable markets, capturing trends and risks related to each segment

Engagement Manager - Marketing Transformation Practice

- Deepened relationships with existing clients through project extensions or engagement expansions through personal relationships, customer understanding, and functional expertise.• Drove several solo projects directly with clients across industries from Oil & Gas, Technology, Media & Entertainment, Banking, and ManufacturingNotable Results (across engagements)Closed-Loop Customer Engagement Strategy – Global Software Security Company• Designed and moderated a strategic working session with marketing, product and technology leadership to assess maturity along the path to a full closed loop strategy.• Prioritized current projects to achieve organizational marketing and sales alignment.• Generated marketing and sales activity influence factors to tie marketing investment to ROI.• Partnered with central marketing functions to align a new product with enterprise positioning.Innovation Contest Marketing Program – Leading Consumer Software and Search Company• Through a creative agency partnership, developed and ran an "innovation contest" marketing program to drive product adoption and crowd-sourced product innovation • Created a final contest structure, along with a “programmatic playbook” with the tools,  timelines,  processes, considerations, and reports necessary for the client to conduct any subsequent contests with little external assistanceTime to Market Acceleration – Leading Telecommunications Company• Performed current-state gap analysis and recommended changes to existing processes and systems to increase supply chain effectiveness and transparencyDigital Marketing Effectiveness / Search and Social Influence Modeling - Leading Software and Search Company• Developed a structural model to demonstrate marketing message effects on consumers (e.g. Brand, Try, Recommend)  which informed a redesigned user engagement strategy • Created a word-of-mouth / social diffusion model to measure the impact of consumer referrals and recommendations

Senior Associate - Marketing Transformation Practice

- Created a Total Potential Market (TPM) and Total Addressable Market (TAM) model to identify and assess revenue potential of a new product across geographies and industry verticals.• Tested accuracy of scoring models by surveying representative samples across verticals and geographies with the highest scores.Notable accomplishments:• Produced dozens of high-quality leads, and hundreds of prospects for the sales teams.

Cisco Systems

Product Manager - Cisco Choice Internship

Attended the Tepper School of Business for an MBA with an emphasis on Marketing, Strategy, Quantitative Methods, and Organizational Behavior.

Carnegie Mellon - Tepper School of Business

- Managed a cross-functional team of analysts, software engineers, and system architects to manage a automated mortgage underwriting platform handling up to 20k underwrites/day.• Was hired by technical leadership to solve business-critical application stability issues and organizational problems impact system uptime and time to resolution.• Provided forecasting and budgetary analysis for a $20 million cost center, resulting in new cost reduction strategies through better provisioning and usage of assets.• Led team which developed a tool to predict downtime of systems due to system or software faults based on server and application data streams.Notable Results:• 2% reduction in downtime in first year resulting in incremental revenue of $2m.• Improved financial forecast modeling and budgetary analysis process to reduce costs by $250k through the implementation of asset procurement controls.• Developed a problem analysis framework to reduce time-to-resolution of business critical operational issues by 50% through improved issue identification and communication.• Created a communication process to respond to business needs which increased internal partner satisfaction (CSAT) ratings 30%. • Honored with the “Celebrate Leadership Award”, bestowed yearly upon the top 4% of leaders within GMAC.

GMAC/Residential Capital Corporation

Head of Underwriting Decision Engine Operations

- Re-designed technical infrastructure of an acquired midwest-based mortgage company to support margin return goals of the holding company.• Developed and led multiple infrastructure and services redesign processes from RFP through to implementation  in functional areas ranging from accounting systems replacement, secondary marketing integrations with wholesale lenders, disaster recovery / backup, as well as loan origination platforms.Notable Results:• Partnered with acquired company COO to reduced total cost-per-loan by 50% through systems automation, service outsourcing, and streamlining of manual processes. • Cut shipping costs by 60% through the use of technology to push loan assets directly to branch locations from central processors.• Implemented business critical systems and processes in accounting, capital markets, and sales to enable 300% revenue growth in two years.• Honored with 2002 annual Presidential Ace Award, the first time this recognition was awarded outside the sales organization in firm history.

KleinBank, a division of Old National Bank

Technology Operations Director

- Designed and developed business performance applications using ACNielsen scanner data to identify sales trends, forecast performance, profile CPG categories, and evaluate marketing trade performance.• Presented trends and anomalies to Associate Brand Managers for intervention or further analysis.• Develop executive Topline marketing performance applications to profile brand performance within a category, highlighting loss of share or brand softness relative to the category.• Managed a product development research database which stored panel and focus group feedback as new products were developed.Notable Results:• Led development of new, executive Topline marketing analytics software from AC Nite to AC NItro versions of the ACNielsen applications/data infrastructure in 25% less time than forecast.• Developed the core piece of software which delivered all applications to end users, managed version control to ensure the correct tools were being used, captured and reported fatal errors in tools, and monitored usage to drive overall improvement of applications.

General Mills

Software Developer

- Created application to monitor assets distributed during Sales Force Automation project. The goals was to better track hardware assets and ensure internally developed software applications were updated.• Develop break-fixes for critical software which provided recommendations to field agents on optimal mixes for animal feed across dimensions like; protein, carbs, vitamins, moisture, etc. based on sourced ingredients.

Patrick Brown

Patrick Brown