8/3/2019 Director or Marketing Analytics

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MISSION STATEMENTProven multifaceted leader with strong technical and analytical skills looking for a challenging opportunity in a results oriented and quantitatively driven environmentCAREERSenior Manager, Analytics July 09 - Feb 2011Senior Analyst August 07 - June 09Marketing Effectiveness Team / Customer Knowledge Center*Leadership. Developed approach to scale global team following reduction in US staff from 6 analysts to 1. Successfully led the project to transition day to daydirect mail measurement responsibilities to off-shore team*Strategic Thinker. Provided targeting, messaging and budget allocation recommendations to managers and senior leaders based on in depth analysis of 100+ campaigns within context of business environment*Predictive Modeling. Used time-series regression techniques to estimate relative attributions of marketing, economic and competitive factors to performance ofover $100 billion of Fidelity's mutual fund annual sales*Brand Value Chain Modeling. Used vertically structured modeling techniques to estimate impact of over $100 million of marketing spend on brand, distribution volumes and key performance indicators in the short and the long term*Experimental Design Expertise. Formulated a 2009 measurement plan for direct mail and email that ensured statistical integrity while complying with learning agenda and execution constraints. Managed offshore team resources and their assimilation with the US based business. Team delivered accurate results for $15 milli

on marketing spend across 30 million customer contacts*Direct Marketing Analysis. Uncovered new targeting opportunities through deep dive analysis. Projects encompassed scope proposal, identification and resolution of data gaps and delivery of final results and recommendations to senior leaders. Examples: Guidance/Funds promotions, HNW events, lead optimization*Extract-Transform-Load (ETL). Designed and managed development of time series modeling data environment by integrating across multi-million record data sourcesand 8 different data marts. Project resulted in ~50% improvement in time to market, increased data quality and enhanced reliability of modeling variablesAnalyst | Central Finance / Measurement and Analysis Team | July 05 - July 07*Business Analysis. Coordinated process and implementation of several data warehouse development efforts. Responsibilities included data definition, user acceptance testing (UAT), and issue resolution

*Problem Solver. Leveraged expertise in data and tools (SAS, BRIO) to bridge gaps in data systems to deliver information to senior management regarding activities related to customer development and retention. Work was recognized by Fidelity President and reports are still in use today*Data Modeling. Developed data cubes and performed analysis on transactional anddemographic data using multiple sources and research tools (SAS, Hyperion, Access)*Consulting. Provided data modeling consultations across the organization to various levels/varying skillsets*Data Expertise. Data expert on customer and operational data and querying/analytic tools. Developed and led series of training courses on use of the data warehouse and Brio - Hyperion tool.RELEVANT SKILLS

MS Office:Expert: Excel, Access, Word, Power PointModeling: E-Views 7, SAS*Programming: Advanced: SQL, Intermediate: SAS Programming Basic: HTML, Joomla Web design*Business Intelligence: Expert: Hyperion/Brio Intermediate: SAS Enterprise Guide, InforSense, Google Analytics Basic: Omniture Insight*Analytics: Market Mix Modeling, Brand Value Chain Modeling, Experimental designEDUCATION*Suffolk University, Sawyer School of Business; MBA in Finance, September 2008*University of Maryland, Baltimore; Bachelor of Science, Financial Economics, Ma

8/3/2019 Director or Marketing Analytics

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y 2005ACHIEVEMENTS*Fidelity "Eureka" Award - "Streamlining Process of Tracking Cost" November 2009*Fidelity Brokerage Company - Semi-Annual Leadership Award June 2006*Fidelity Investments - "On the Spot Award" 3x recipient