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Vice President of Sports Solutions

Executive

From a skill set perspective, heavy on customer-centric marketing technologies including MDW construction, CRM, analytics, campaign creation/testing/launch, multi-contact strategy development, demand generation marketing, digital operations, program management, pricing structures, mobile, email marketing, advertising, digital marketing strategy, online marketing, social media marketing, application and website functionality, and overall branding execution/development. 

My joy is the challenge of developing the strategy and associated tactics necessary to create an environment where we can communicate with customers on a one-to-one basis while using an array of communication vehicles, applications, email, mobile, digital, social, advertising, web, etc.

• Tech start-up focused on delivering a realtime marketing experience platform that allows customers to deliver unique content via the
digital mobile channel.
• Responsible for overall client strategy and account management for sports vertical.
• Develop push notification campaigns and strategy.
• Work with technology team to develop and launch unique mobile pass functionality.
• Manage integration process into client technology stack.

• Overall responsibility for the design, development and deployment of all fan experience elements at new $500mm sports arena in
downtown Sacramento (Golden 1 Center).
• Managed RFP process, evaluation and implementation of Workday HCM/Financials solution.
• Responsible for strategy development, vendor selection and implementation of push notification and in-app messaging capabilities.
• Led vendor selection process (Gimbal) and implementation of BLE beacon solution at Sleep Train Arena and new Golden1 Center complex.
• Worked with operations team to select and deploy new access control system at new downtown arena. Facility will be first indoor arena in
North America to utilize turnstiles as main access control method.
• Created technology testbed platform at existing arena as proof of concept for new technologies under consideration at new downtown arena.
• Responsible for strategy development, vendor selection and implementation of new fan membership program set to launch with the opening
of Golden1 Center.

Senior Director, Technology Solutions

• Responsible for re-engineering of the CRM and Analytics function. Grew department from staff of 3 to 7, inclusive of the NBA’s first data scientist.
• Managed team tasked with developing the organization’s analysis and modeling practice. Initial deliverables included fan engagement and renewal models, game ranking algorithms, and game/product pricing models.
• Led multi-phase implementation of the Spotfire data visualization/business intelligence platform. Project provided tools necessary to effectively share information and insight in real time versus relying on batch reporting processes.
• Worked with departmental team and key stakeholders to develop standard dashboard reporting set, organizational KPIs and key business indicators, socializing all via the Spotfire tool.
• P&L responsibility for a $750,000 departmental budget which includes the management and operation of key systems such as, Salesforce, Eloqua, Sprinklr, AdRoll, Gimbal, Stratbridge, and Qualtrics.
• On-boarded Sprinklr social media monitoring platform, hired social media analyst and worked to develop key social media KPIs and associated programs designed to optimize channel.
• Developed digital re-targeting strategy designed to operate in unison with email, digital and social campaigns. Program leveraged AdRoll digital re-targeting platform to drive incremental ticket sales and optimize fan engagement.
• Concepted, developed and launched automated email marketing programs designed to communicate with key fan segments on a systematic basis using key behaviors and data points as triggers.
• Worked closely with sales retention department and our loyalty program partner, LoyaltyLab, to build a web-based loyalty program for the Kings season ticket holder segment.
• Responsible for oversight and beta testing of new and emerging technologies such as the Gimbal beacon platform, Optimizely web testing product and Hoopla, a sales scorecard platform.

Vice President, CRM/Analytics

• Responsible for planning, development, implementation and evaluation of all marketing strategies and communications,
both external and internal.
• P&L responsibility for a $2.1mm marketing budget including budget planning, analysis and adjustment, as deemed
necessary by market conditions
• Worked closely with internal agency and external creative partners to develop Kings Brand messaging/positioning
communicated via all media channels including TV, radio, print, digital, outdoor and social
• Develop, coordinate and oversee all marketing programs designed to drive ticket sales for all key customer segments
including full season, partial plans, groups and individual ticket sales
• Manage CRM/Analytics Department (1 manager, 2 coordinators) that is responsible for all organizational business analysis,
customer research/profiling, market analysis, data analytics, email program development/management and CRM system
management/optimization
• Implemented technology (Stratbridge) that allows to dynamically price individual game tickets based on a customer
algorithm that utilizes data points including market demand, secondary market sales and available inventory
• Developed methodology that allows accurate tracking and utilization of all Kings marketing assets
• Work closely with local media partners to develop and launch promotional campaigns designed to drive ticket sales and
elevate the Kings Brand within the market
• Responsible for the development of departmental KPIs and marketing/sales metrics
• Effectively manage internal sales support team (2 coordinators & 15 interns) that is responsible for development,
management and execution of all sales and marketing related game day events

Senior Director, Marketing

• Responsible for complete restructure of department from staffing to marketing technologies and platforms
• Generated over $1.75mm in attributable revenue during first full year of operation
• Implemented marketing automation platform (Eloqua) which includes email marketing functionality, online
forms/registrations, customer data warehouse, customer web behavior tracking, & program automation
• Involved in the development and launch of beta program with Klout to determine if social influencers can effectively impact
company revenue streams
• Worked with internal team to beta test Radian6, one of the preeminent tools for social monitoring and engagement
• Implemented 65 license CRM platform (Salesforce) across ticket sales, ticket services, premium sales/service and strategic
alliance departments
• Revamped all customer interaction processes and workflows related to new CRM platform
• Created & nurtured a new organizational mindset of using data, information and analytics to drive business decisions in all
key operational areas
• Responsible for the development of departmental KPIs and marketing/sales metrics
• Restructured & implemented reporting standards across marketing, ticket sales and ticket services functional areas
• Developed new analytical approach/model for arena pricing that is recognized as an NBA league best practice
• Created financial model used to forecast ticket revenue from all key business segments
• Developed, tested and launched new ticket packages and products targeting key customer segments
• Effectively managed internal event team (1 manager, 2 coordinators & 15 interns) that is responsible for development,
management and execution of all Kings related special events

Director, Relationship Marketing

• Responsible for the overall development and implementation of company database, email and interactive
marketing strategies
•Implemented new online booking engine for all properties; increased online bookings over 125% during first year
• Developed standard customer database report sets for both corporate and property level staff
• Project Champion - Consolidated marketing data warehouse
• Directed all corporate analytics projects
• Implemented ASP-based email marketing platform
• Formulated relationship with micro-marketing firm to develop unique prospecting program that generated revenue in
excess of $1.5mm.
• Launched consolidated digital asset management system
• Responsible for complete web/interactive platform redesign
• Launched pilot SEO program
• Formulated relationship with leading interactive promotion agency
• Launched standardized email-based customer satisfaction survey program
• Developed corporate summary report set for quarterly property intercept survey program
• Completed market studies and analysis for all potential new resort properties

Corporate Director of Strategic Marketing

• Founding member of Professional Services Department within Systems Division of Company
• Drafted key components of departmental business plan
• Developed initial departmental service offerings and price points
• Created initial departmental sales collateral
• Formulated relationship with 3rd party vendor to launch Bally branded email marketing product
• Drafted email product business and marketing plans
• Completed year 1 and 2 financial projections for email product
• Managed client professional service engagements
• Involved in professional services selling process with company sales team

Senior Consultant

• Opened Las Vegas office of rapidly growing offline/online integrated direct marketing company
• Responsible for the development and implementation of direct marketing strategies for clients in industries such as
Gaming, Hospitality, Entertainment, Financial Services and Professional Sports
• Provide strategic support to clients in the formation of cohesive online/offline direct marketing plans
• Responsible for the generation of all business proposals, recommendations and RFP responses
• Assist clients in database analysis and formation
• Secure, develop and manage email/online promotion marketing for major multi-jurisdictional gaming company
• Member of management team responsible for the development and launch of proprietary email marketing
management system - Involved in decision-making process related to overall strategic positioning of SmartDM.

Director of Client Strategy

• Responsible for the overall development and operation of the Consumer/Slot Marketing Function
• Developed Players Club/Loyalty program structure and all related collateral pieces
• Responsible for development of departmental revenue forecasts and expense budgets
• Created Direct Marketing Campaigns including trial, conversion and retention programs from idea generation to
creative to drop
• Developed and implemented Internet direct marketing/email program
• Responsible for day-to-day operation of players club and database marketing department - Staff of 45
• Developed and implemented slot marketing programs and promotions targeting various market
segments as well as slot floor signage creative and placement
• Developed and managed joint programs with leased operations including Grand Canal Shoppes, Madam
Tussaud’s, Canyon Ranch SpaClub and numerous restaurants
• Created and executed 1999/2000 Consumer Marketing Strategic Plan
• Responsible for all pre and post direct marketing program analysis including pro forma development and P&L
statements as well as on-going competitive analysis.

Director of Consumer Marketing

Find out detailed information about Kyle Eichman, Vice President of Sports Solutions in Carmel, CA

Kyle Eichman: Vice President of Sports Solutions in Carmel, CA

Kyle Eichman

Colorado State University

University of Colorado