Geoffrey Lenart: in Glendale, CA

4Over.com, Glendale, CA, May '14 to Sep '18 Senior Marketing Analyst/Manager, Customer Experience Dept, 4Over.com, a Wholesale printing Ecommerce company • Utilized Tableau and MS Access for outbound call program which recaptured $4.4M from worst accounts from 2014-2017. Created multiple cohorts of customers from Tableau which were called/not called and given several types of incentive offers or no Offers. Campaigns were run every 90 days and measured over a period of years. • Designed Tableau-data driven product emails that highlighted higher value products which drove higher average order values (AOVs). • Improved late order shipment rate via Tableau/Excel modeling of late orders by plant location. Implemented new dispatching rules. • Developed customer segmentation based upon SICS codes, clickstream analytics, product analysis reports, product margin analysis, and behavioral targeting that was utilized in Paid Search and direct mail campaigns. • Ran company's Google Adwords campaign for customer registration process. Designed 2 step landing pages for each customer type. Annual spend was $850K/year which created $4.5M in revenue and made up 19% of company's new registrations. • Directed company's Direct Mail campaigns from 2016-2018 utilizing Hoovers.com and V12.com databases. Utilized advanced behavioral modeling to acquire 1,700 new customers and $950K in revenue from 2016-2018 that made up 5% of new customers. • Developed and reported on large number of Voice of the Customer surveys and quality surveys utilizing Survey Monkey. • Modeled in MS Excel and deployed Rewards System for company's top 20% or 8,500 accounts. Rewards based upon variable sales levels and growth %. Reduced cost of Rewards System by 20% year over year while increasing sales. • Led implementation effort to utilize SEO toolset, BrightEdge on main company website. Derived keyword groups, keywords, and landing pages. Used BrightEdge, SEOMoz, and AhRefs to improve on page and off page SEO optimization. • Created monthly product-sales dashboards via Tableau, Excel, and Access. Utilized custom SQL for as needed quality reports. • Wrote Google Analytics advanced segments to monitor email, paid search, banner; and event/path tracking for signup process. • Implemented Act-On marketing automated software. Migrated ESP then designed new emails and landing pages within Act-On. • Led implementation effort to install Insightly CRM system for company's outbound call center.

Prove, Marina Del Rey, CA, Dec '13 to May '14 Customer Acquisition, Retention, Technology and Analytics Agency Digital Marketing Analyst, Adobe Analytics Consulting Assignment • Created Adobe tagging spec for 9 different websites for a SaaS based company. Tagging spec included configuration variable assignments, traffic variable assignments, conversion variable assignments, site section definitions, and custom links. • Designed Site Catalyst hierarchical model, VISIO process flows, event setting-tracking for SCE.com, a major utility group website.

a Retail printing Ecommerce company • Created and implemented test plans and business requirements for data warehouse testing on the transaction level as well as macro reporting level. Tests involved initial load tests and incremental change transaction tests. Reconciled and corrected revenue variances between web based Ecommerce platforms and Financial reporting systems. • Utilized Omniture Site Catalyst -Google Analytics to create Marketing Scorecards/dashboards that mapped marketing channels and products by spend, revenue, average order value, and conversion rate. Tracked mobile and non-mobile customer behavior via Omniture data warehouse multi-touch campaign stacking reports and last-touch attribution methods. • Implemented Site Catalyst tagging improvements in release of new Ecommerce CART and redesign of order funnel process. • Wrote Tagging Document that enabled developers to implement Site Catalyst tags and Universal Tag for Google Analytics.

while attached to Decision Sciences Department and SEM-SEO subsidiary • Created Salesforce Marketing Scorecards which showed conversion rates, CPAs, CPLs, ARPU, and payback for lead sources.

while attached to Web Marketing & Customer Relationship Mgmt Dept. • Developed CRM Life Time Value (LTV) cash value program and software which rated customer groups by credit card type, sales channel (Web vs. TeleSales), Search vs. Affiliate, and Metropolitan Service Area of residence. • Improved efficiency of Affiliate Marketing by matching commission rates with conversion rates and customer lifetime value. • Lowered credit fraud charge-back rates by 35% utilizing company data warehouse, Paymentech and ReD EbitGuard/PRISM. • Reduced credit related cancels by 40% by combining new outbound call program and V12 telephone number database. • Modeled in Test and Target then drove major price change for main company product increasing overall company revenues 20% by raising subscription fees by 31% that affected 400,000 paid accounts and $20M in revenue. • Assisted in acquiring 500,000 new Email addresses from various publishers to drive overall click through rates up by 20%. • Put together and implemented corporate B2B marketing plans to move health care and manufacturing industry groups from $5.5M in sales in 2009 to $9.5M in sales in 2010 utilizing data from SalesForce and Business Objects. • Administered Omniture Site Catalyst and Discover web analytics tools for company's websites. Utilized Site Catalyst Click Map plus Fall out Tools to optimize signup funnels for various brand websites. • Developed subscription software based sales and marketing data warehouse.

while attached to Engineering and Accounting Department • Performed cost and revenue model simulations on printer repair lines that optimized contribution margins. • Created pricing models for computer repair lines that were based upon customer's 10Q filings and time studies.

while attached to Supply Chain Management and Finance Department • Developed Visual Basic/Access inventory valuation software for engineers, supply chain management, and finance. • Reported to corporate finance and outside auditors on establishment of inventory reserves for Wireless division. • Supported month end close process for inventory variations and Accounts Receivable.