Eric Podewell: Sr Data Strategist (Permanent) in Wheaton, IL

Summary: For vAuto, a software solutions company, I serve as a liaison to our marketing dept, providing them with strategic guidance on which segments to best market to based on data analysis and findings of past campaigns. Responsibilities: • Liaise between marketing and operations to create synergies and reporting capabilities that would help marketing to identify trends and insights into their marketing campaigns, which could then help them to learn what was more successful and use those insights to build on the successes. • Improved the ability to segment by job title by analyzing over 26,000 unique job titles and creating a tagging system that gave each title specific identifiers, which could then be used to segment on job titles more effectively. • Improved the average deliverability rate of email campaigns by over 7.5% in addition to improving the click thru rate by nearly 2.5% within my first 6 months. • Identified issues with lead routing processes in Salesforce, determined corrected course of action and implemented corrections to be made. • Researched external list sources to acquire data to append to our existing contact records and provide new contacts which allowed other ways to segment our audience and reach new leads. • Performed data hygiene activities, identifying records requiring corrections, merging duplicates, and removing bad records. • Participated as a SME in the implementation of Salesforce Marketing Cloud, providing field mapping instructions and testing various aspects of the tool prior to launch. • Self-trained on Salesforce Marketing Cloud using resources provided by Salesforce to learn how to use the tool and be able to successfully support the marketing team prior to launch. • Prepare e-mail marketing campaigns by identifying and segmenting the appropriate audiences to receive our content.

Summary: For vAuto, a software solutions company, I serve as the Marketo administrator, performing data management, developing email marketing lists, and creating/executing email marketing campaigns. Responsibilities: • Led marketing database strategy, including contact and account acquisition, data hygiene, and analysis on data quality and health. • Executed campaigns focused on outbound and inbound marketing, nurturing, engagement, and sales enablement. • Segmented and leveraged the marketing database for efficient and effective campaign targeting. • Measured campaign performance and analyzed key metrics to optimize campaign effectiveness and nurture leads through the sales funnel. • Improvements in data resulted in a 13.5% increase in deliverability rates, which also resulted in a 5% increase in open rates and 4% increase in click-to-open rates by more accurately reaching our targeted prospects. • Collaborated with partners (The Mx Group, FARM, Sigma Marketing) to design and implement some of our marketing campaigns to nurture our prospects and funnel lead generation. • Co-sponsored four Northwestern University Medill IMC grad students who assisted in performing analytics of our data to build customer profiles and strategic insights on marketing to our core prospects.

Summary: Served as the Marketo administrator for US, Canada, France, and Germany, performing data management, developing email marketing lists, and launching email marketing campaigns. Responsibilities: • Built Marketo programs for email sends, including setting up the web forms for customers to fill out and submit for lead generation/sales follow-up. • Transferred leads from Marketo to Salesforce for all webinars, events, and affiliate marketing programs. • Created and managed Salesforce campaigns, including reporting. • Leveraged customer data and marketing automation tools to provide recommendations on who to target for marketing campaigns. • Provided best practices consultation with other team members on how to develop email marketing programs focused on delivering business results. • Analyzed marketing program results and leveraged analysis to optimize and improve direct marketing efforts.

Summary: Optimized CRM systems to ensure our multi-channel direct communications delivered the right message to the right person at the right time through various channels in order to assist the CTCA Empowerment team in the acquisition of new patients. Ensured database tools and marketing automation systems (Marketo) were leveraged fully and accurately to meet business needs. Responsibilities: • Managed audience profiling and segmentation to accurately target, track, analyze, and report on the efficiency and effectiveness of the targeted direct response campaigns. • Facilitated the efforts of cross-functional teams to implement processes and information gathering that supports relationship communications. • Developed, designed and delivered data-driven multi-channel marketing campaigns including managing them through the campaign development and execution process. • Created complex audience segmentation logic using a variety of data sources and elements to create final campaign files. • Managed the data and file delivery services provided by external email and print partners, ensuring partners executed campaigns within service level agreements and that all activity is delivered, tracked, invoiced, and reported accurately. • Oversaw the creation and distribution of accurate and insightful campaign performance reports and analyses that measure campaign effectiveness against stated goals. • Oversaw the implementation of a new marketing automation tool (Marketo), working closely with consultants and IT, including submitting & verifying requirements, creating new workflows and processes, building templates, testing, and training.

Summary: Directed daily operations of circulation department, including managing the acquisition, retention, development and implementation of all renewal & new customer marketing efforts, managed product distribution, fulfillment, & statistical analysis for 4 monthly print/digital publications as well as 4 e-newsletters. Responsibilities: •Identified & executed all product development strategies, incorporating multi-channel marketing & audience/data segmentation, utilizing marketing automation tools, aimed at retaining & acquiring customers based on annual targets. •Developed & executed all marketing automation campaigns, performing analytics & testing variables to improve open rates, click-through rates, & overall response to our marketing efforts. •Completed analysis of customer demographic data allowing me to promote as well as cross-promote our products more effectively & provide sales staff with data to leverage & grow revenue. •Redesigned product websites & landing pages allowing customers to complete the ordering process more clearly & quickly, resulting in increased traffic to websites & cross-promoting opportunities. •Conducted analysis of all marketing campaigns, making strategic recommendations for testing & to improve effectiveness of future campaigns. •Performed CRM/database management, including implementing quality control/assurance measures to ensure data integrity; also performed list management, selecting appropriate lists for marketing campaigns. •Managed a $2M budget, forecasting annual expenses for product marketing initiatives & materials as well as projected revenue as a result of initiatives, including revenue from other income sources. •Redesigned customer demographic collection materials, providing sales staff with more comprehensive & competitive data to attract & retain potential advertisers to grow revenue. •Researched & collected information via RFI / RFP to select a 3rd party vendor to host our websites, maintain our customer data, & perform customer service.