EXPERIENCE
December 2005 to Present
Quicken Loans
Livonia, MI
Quicken Loans is America’s #1 Online Mortgage Lender, and one of the largest home loan lenders nationwide. Quicken Loans is recognized by FORTUNE Magazine as one of the “100 Best Companies to Work For” in America. The firm is also ranked number one on Computerworld Magazine’s list of the “100 Best Places to Work in Information Technology, 2005″ and was named among the “Top Ten Companies to Work For” in Metro Detroit by the Michigan Business & Professional Association.
LASER FOCUSED ON BUSINESS INTELLIGENCE (May 2010 – Present)
CHIEF MARKETING OFFICER (August 2009 – May 2010)
VICE PRESIDENT, BUSINESS INTELIGENCE (February 2008 – July 2009)
• Lead team of analysts and engineers to provide reports and insight for the entire company.
• Create the vision of the team reflecting collaboration, innovation, clarity, networking, and drive for the business.
• Prioritize department business intelligence requirements.
TEAM LEADER, MARKETING METRICS (December 2005 – February 2008)
• Lead team of analysts to provide reports and insight to the marketing department on campaign success and potential improvement.
• Prioritize department business intelligence requirements.
• Serve as liaison between metrics department and business intelligence.
September 1999 to December 2005
Beyond Interactive
Ann Arbor, MI
The Beyond Interactive name has been retired and rolled into MediaCom Interaction. Beyond Interactive was the interactive arm to Mediacom of Grey Global Group, a subsidiary of WPP. Beyond Interactive uses targeted media, revolutionary technology and insightful creative to achieve valuable and measurable results for their clients by utilizing a unique combination of strategy and creativity. The goal is to initiate, develop, maintain and evolve a digital relationship between a client’s brand and its customers. Beyond Interactive has a presence in 23 countries offering a truly global digital marketing solution.
DIRECTOR OF DATA MANAGEMENT (February 2005 – December 2005)
• Corporate Activities
• Direct software developers to create efficient and accurate means of aggregating and centralizing marketing data.
• Lead the integration of enterprise level online analytical processing systems bringing access to reporting and analysis closer to the end user.
• Consult with clients and client teams to ensure that proper key performance indicators are being captured appropriately so that advertising challenges can be measured and analyzed effectively.
• Serve as agency representative on an industry action group led by DoubleClick to strategize ways to address public concerns and potential legislative movements regarding the tracking and reporting of user traffic on the Internet.
• Client Activities
• Oak Street Mortgage
• Served as primary contact for online marketing initiatives.
• Repaired client relationship following extreme series of agency departures.
• Reconciled finances regarding the entire client history to bring client, agency, and vendor invoicing in order.
• Improved ROI by 50% in first month of management.
• Recommended appropriate media mix to meet 2006 online marketing goals.
• Directed the “Oak Street Outlook” dialogue management campaign to create and maintain appropriate rapport between Oak Street Mortgage and its customers.
• Dow Corning
• Consulted with client team to build a statistically sound test to analyze the effect of ad messaging for keywords on website traffic and interaction.
• Strategized with account team to build appropriate keyword campaigns for Molykote and Xiameter brands as well as Dow Corning corporate industry verticals.
DIRECTOR, MARKETING OPTIMIZATION (February 2000 – February 2005)
AND LIFELINE PRODUCT MANAGER (June 2004 – February 2005)
• Corporate Activities
• Founded the Marketing Optimization department for Beyond Interactive in late 1999 and was appointed director in 2000.
• Successfully promoted service to new and pre-existing clients resulting in the need to grow the department from two to twenty-two employees within the first year.
• Managed department employees in three U.S. offices ensuring that proper statistical methods were applied to the analysis of client marketing data.
• Performed campaign analysis and scanned industry research to provide account teams with strategic insights and recommendations to apply to future marketing efforts.
• Initiated firm-wide research projects to devise data driven insights regarding various industry concerns (image size and creative variables vs. performance).
• Spearheaded product development for the firm’s proprietary reporting and analysis tools including the design of user interfaces and reports.
• Client Activities
• Sylvan Learning Centers
• Provided regular analysis and optimization recommendations for a $3.5 million per year account.
• Offered media and creative optimization recommendations resulting in a 60% reduction in cost per lead.
• eMusic
• Developed a system to perform analyses that juxtapose qualitative creative variables with response rates so that more effective creative could be produced in the future.
• Optimized media to grow daily incremental new subscriptions by 15%.
• American Greetings
• Directed analysis to optimize media to generate a mandated mix of free content users to new subscription users.
• Implemented micro-site and landing page tests to improve subscription conversion rates. Resulted in utilizing micro-site in the marketing mix to manufacture the appropriate free/paid user mix.
• Nortel Networks
• Discovered a set of secondary performance indicators that could be utilized as a proxy for a key indicator to describe consumer interaction and sentiment.
• Delegated reporting and analysis services to cover the need to serve Americas, EMEA, and APAC campaigns.
AD-BUY MANAGER (September 1999 – February 2000)
• Corporate Activities
• Provided reporting and analysis to client teams regarding the performance of online marketing campaigns.
• Extracted key performance indicators based on clients’ business needs.
• Suggested shifts in marketing strategies aimed at improving return on advertising.
• Client Activities
• Individual.com (Office.com)
• Coordinated with vendors to modify advertising placements to display the client’s ads in high profile locations.
• Tested soft- and hard-sell landing pages to find a mechanism to generate more subscriptions to the service. Resulted in a medium-sell tactic employing content and subscription form fields in a pleasing manner.
• Rodale Press
• Monitored campaign performance and optimized media and product mix for an interactive campaign built to directly mimic the client’s direct marketing efforts.
• Created a proprietary optimization tool which compares performance indicators and provides on-the-fly statistical analysis for data driven suggestions.
• Used proprietary tool to take media performance from a negative to a positive return per sale.
September 2003 to June 2004
Megswork
Adrian, MI
Megswork produces “The Patient Medical Journal,” an organizational tool that assists the patient, caregivers and medical staff in all aspects of the patient’s care. The firm was created in response to the owners’ personal experiences while attempting to keep their daughter’s medical documentation straight during her fight with cancer.
BUSINESS CONSULTANT – pro bono
Began working with Megswork as a Master’s project in marketing and voluntarily provided consultation services after the academic requirements were complete. Provided strategic business advice regarding:• Website development: Developed recommendations for complete site redesign to meet accessibility needs and to improve the experience for potential purchasers.
• Product positioning: Advocated a re-prioritization of products away from a niche product toward a more general product to allow for greater market penetration.
• Marketing: Advised the company to market with high-reach low-cost digital vehicles. Redesigned print brochure for more effective direct marketing.
August 1996 to September 1999
Max & Erma’s Restaurants, Inc.
Ann Arbor; Farmington Hills; Livonia; Canton, MI
Max & Erma’s is a casual dining establishment headquartered out of Columbus, OH and serving the Ohio Valley and surrounding areas.
ASSISTANT MANAGER
• Managed daily restaurant operations in fast-paced and transient environments.
• Ensured the application of codes and regulations throughout all aspects of the business.
• Recommended and implemented local store marketing and human resource strategies.
EDUCATION
2005
Eastern Michigan University
Ypsilanti, MI
Master in Business Administration
1996
Old Dominion University
Norfolk, VA
Bachelor of Music; Music Education
EXPERIENCE
December 2005 to PresentQuicken LoansLivonia, MI
Quicken Loans is America’s #1 Online Mortgage Lender, and one of the largest home loan lenders nationwide. Quicken Loans is recognized by FORTUNE Magazine as one of the “100 Best Companies to Work For” in America. The firm is also ranked number one on Computerworld Magazine’s list of the “100 Best Places to Work in Information Technology, 2005″ and was named among the “Top Ten Companies to Work For” in Metro Detroit by the Michigan Business & Professional Association.CHIEF MARKETING OFFICER (August 2009 – Present)
VICE PRESIDENT, BUSINESS INTELIGENCE (February 2008 – July 2009)
• Lead team of analysts and engineers to provide reports and insight for the entire company.• Create the vision of the team reflecting collaboration, innovation, clarity, networking, and drive for the business.• Prioritize department business intelligence requirements.
TEAM LEADER, MARKETING METRICS (December 2005 – February 2008)
• Lead team of analysts to provide reports and insight to the marketing department on campaign success and potential improvement.• Prioritize department business intelligence requirements.• Serve as liaison between metrics department and business intelligence.
September 1999 to December 2005Beyond InteractiveAnn Arbor, MI
The Beyond Interactive name has been retired and rolled into MediaCom Interaction. Beyond Interactive was the interactive arm to Mediacom of Grey Global Group, a subsidiary of WPP. Beyond Interactive uses targeted media, revolutionary technology and insightful creative to achieve valuable and measurable results for their clients by utilizing a unique combination of strategy and creativity. The goal is to initiate, develop, maintain and evolve a digital relationship between a client’s brand and its customers. Beyond Interactive has a presence in 23 countries offering a truly global digital marketing solution.DIRECTOR OF DATA MANAGEMENT (February 2005 – December 2005)
• Corporate Activities
• Direct software developers to create efficient and accurate means of aggregating and centralizing marketing data.• Lead the integration of enterprise level online analytical processing systems bringing access to reporting and analysis closer to the end user.• Consult with clients and client teams to ensure that proper key performance indicators are being captured appropriately so that advertising challenges can be measured and analyzed effectively.• Serve as agency representative on an industry action group led by DoubleClick to strategize ways to address public concerns and potential legislative movements regarding the tracking and reporting of user traffic on the Internet.
• Client Activities
• Oak Street Mortgage
• Served as primary contact for online marketing initiatives.• Repaired client relationship following extreme series of agency departures.• Reconciled finances regarding the entire client history to bring client, agency, and vendor invoicing in order.• Improved ROI by 50% in first month of management.• Recommended appropriate media mix to meet 2006 online marketing goals.• Directed the “Oak Street Outlook” dialogue management campaign to create and maintain appropriate rapport between Oak Street Mortgage and its customers.
• Dow Corning
• Consulted with client team to build a statistically sound test to analyze the effect of ad messaging for keywords on website traffic and interaction.• Strategized with account team to build appropriate keyword campaigns for Molykote and Xiameter brands as well as Dow Corning corporate industry verticals.
DIRECTOR, MARKETING OPTIMIZATION (February 2000 – February 2005)AND LIFELINE PRODUCT MANAGER (June 2004 – February 2005)
• Corporate Activities
• Founded the Marketing Optimization department for Beyond Interactive in late 1999 and was appointed director in 2000.• Successfully promoted service to new and pre-existing clients resulting in the need to grow the department from two to twenty-two employees within the first year.• Managed department employees in three U.S. offices ensuring that proper statistical methods were applied to the analysis of client marketing data.• Performed campaign analysis and scanned industry research to provide account teams with strategic insights and recommendations to apply to future marketing efforts.• Initiated firm-wide research projects to devise data driven insights regarding various industry concerns (image size and creative variables vs. performance).• Spearheaded product development for the firm’s proprietary reporting and analysis tools including the design of user interfaces and reports.
• Client Activities
• Sylvan Learning Centers
• Provided regular analysis and optimization recommendations for a $3.5 million per year account.• Offered media and creative optimization recommendations resulting in a 60% reduction in cost per lead.
• eMusic
• Developed a system to perform analyses that juxtapose qualitative creative variables with response rates so that more effective creative could be produced in the future.• Optimized media to grow daily incremental new subscriptions by 15%.
• American Greetings
• Directed analysis to optimize media to generate a mandated mix of free content users to new subscription users.• Implemented micro-site and landing page tests to improve subscription conversion rates. Resulted in utilizing micro-site in the marketing mix to manufacture the appropriate free/paid user mix.
• Nortel Networks
• Discovered a set of secondary performance indicators that could be utilized as a proxy for a key indicator to describe consumer interaction and sentiment.• Delegated reporting and analysis services to cover the need to serve Americas, EMEA, and APAC campaigns.
AD-BUY MANAGER (September 1999 – February 2000)
• Corporate Activities
• Provided reporting and analysis to client teams regarding the performance of online marketing campaigns.• Extracted key performance indicators based on clients’ business needs.• Suggested shifts in marketing strategies aimed at improving return on advertising.
• Client Activities
• Individual.com (Office.com)
• Coordinated with vendors to modify advertising placements to display the client’s ads in high profile locations.• Tested soft- and hard-sell landing pages to find a mechanism to generate more subscriptions to the service. Resulted in a medium-sell tactic employing content and subscription form fields in a pleasing manner.
• Rodale Press
• Monitored campaign performance and optimized media and product mix for an interactive campaign built to directly mimic the client’s direct marketing efforts.• Created a proprietary optimization tool which compares performance indicators and provides on-the-fly statistical analysis for data driven suggestions.• Used proprietary tool to take media performance from a negative to a positive return per sale.
September 2003 to June 2004MegsworkAdrian, MI
Megswork produces “The Patient Medical Journal,” an organizational tool that assists the patient, caregivers and medical staff in all aspects of the patient’s care. The firm was created in response to the owners’ personal experiences while attempting to keep their daughter’s medical documentation straight during her fight with cancer.BUSINESS CONSULTANT – pro bono
Began working with Megswork as a Master’s project in marketing and voluntarily provided consultation services after the academic requirements were complete. Provided strategic business advice regarding:• Website development: Developed recommendations for complete site redesign to meet accessibility needs and to improve the experience for potential purchasers.• Product positioning: Advocated a re-prioritization of products away from a niche product toward a more general product to allow for greater market penetration.• Marketing: Advised the company to market with high-reach low-cost digital vehicles. Redesigned print brochure for more effective direct marketing.
August 1996 to September 1999Max & Erma’s Restaurants, Inc.Ann Arbor; Farmington Hills; Livonia; Canton, MI
Max & Erma’s is a casual dining establishment headquartered out of Columbus, OH and serving the Ohio Valley and surrounding areas.ASSISTANT MANAGER
• Managed daily restaurant operations in fast-paced and transient environments.• Ensured the application of codes and regulations throughout all aspects of the business.• Recommended and implemented local store marketing and human resource strategies.
