Sound knowledge of retail, direct marketing, credit card, loyalty marketing, and consumer banking industries. Skilled at helping clients meet goals by applying analytics that utilize understanding of business, products and industry. Proven ability to solve problems through quantitative analysis, using database manipulation and statistical methods. Modeling experience:  building, implementing and improving predictive models, defining target audience segmentation then synthesizing with test and control statistical requirements.

Technical proficiency: SQL, SAS, SPSS, Omniture DiscoverOnPremise, Cognos Impromptu, Angoss KnowledgeSEEKER, UNIX, Linux, HTML, MS Office Suite, DB2, MySQL, Oracle, Teradata

EXPERIENCE

Wells Fargo Home Mortgage, Minneapolis, MN

2010 - Present  Analytics Consultant

• Identify and define strategic business issues requiring database analysis.
• Translate information into insight, knowledge, and understanding for the business.

Best Buy Company, Inc., Richfield, MN

2008 - 2009  Consultant, Consumer Behavior Analytics                                                  {contractor}

• Provide strategic planning and analytical support to internal clients and key external vendors.
• Analyze customer transactional data across multiple dimensions, including customer segments, product categories and location in order to mine opportunities and drive marketing improvement.
• Summarize analytical results, drawing out key learnings, making recommendations, and presenting to key internal clients and vendor groups.
• Conduct deep dive behavior profiling on Best Buy customer segments for specific product groups.
• Partner and collaborate with other team members to continually search for ways to improve processes and methodologies.
• Develop training documentation for new analysts.
  

Target Corporation, Target Financial Services, Minneapolis, MN

2006 - 2008  Manager - Analytics and Reporting

2005 - 2006  Financial Analyst, Guest Analytics

• Partnered with key internal business clients (gift card, finance, merchandising, and IT teams) to identify opportunities to apply analytics that improve marketing programs and drive ROI.
  
• Analyzed, forecast, and presented key metric monthly trend results to the president of TFS and his direct reports; subsequently relayed executives' key concerns from the meeting to managers in division to help them prioritize and focus resources.
  
• Led initiative to overhaul data pull and reporting methodology, reducing creation time by 50% and eliminating 3,600 pages printed annually.
• Acted as focal point for new key metric reporting for division, consulting with clients and uncovering underlying motivations in order to deliver optimal solutions.
• Managed and developed team of 4 analysts.
• Managed relationship with analyst team at Target India to ensure accuracy and timeliness of delivery.
• Built analytical models that quantified the impact of gift card promotions and initiatives.
• Analyzed gift card redemption data to determine guests' propensity to buy specific product categories.
  
• Uncovered gift card redemption patterns that were previously not considered; the new information helped to drive 90% more gift card Sunday circular promotions over the previous year.
  
• Partnered with merchandising to communicate to key stakeholders the high impact of gift cards on return traffic and their viability as alternatives to mark downs.
• Received President's "Champion Award", a divisional "Excellence Award" and a "Best Team Award" for work in developing analyses and maintaining partnerships related to gift card promotions.
  

Wells Fargo Bank, N.A., Minneapolis, MN

2004 - 2005  Marketing Database Analyst 3

• Provided actionable analysis of sales practices and market research initiatives that enabled sales growth, strengthened customer relationships and increased retention.
• Gathered and merged data from multiple data marts in various formats from across the company, and applied statistical modeling techniques to identify relationships and causality.

OgilvyOne Worldwide / The Lacek Group, Minneapolis, MN

2001 - 2004  Manager, Database Marketing and Analysis

• Led team effort to unify analyses and reporting across department to provide client with clear communication of promotion insights and key findings.
• Created an innovative method of measuring statistical significance; then led the implementation, resulting in more reliable and actionable results to client in 1/3 less time.
• Designed, built and implemented behavioral regression models that predicted revenue opportunities for agency's largest client.
• Performed data mining to identify significant relationships, find previously undiscovered connections, and form insightful, actionable conclusions and recommendations.
  

Select Comfort Corporation, Minneapolis, MN

1999 - 2001  Database Marketing Analyst

1996 - 1999  Sales Development Analyst

• Analyzed revenue, response and cost drivers of direct marketing, retail and Web businesses to identify opportunities and risks and recommend action.
• Helped division gain insight into customer segments using relational database tools to analyze demographic, credit payment and internal customer data.
• Managed all marketing analysis for Sales Development division.
• Saved $164,000 the first year by designing and achieving new efficiencies in list creation process.
• Initiated, developed, and taught advanced MS Excel course for corporation.

Fingerhut Companies, Minneapolis, MN

1993 - 1996  Marketing Analyst

1990 - 1993 Associate Merchandising Analyst

• Managed monthly P&L budgeting and forecasting for department with mailings of 2.4 million in 1996.
• Implemented customer retention strategies to targeted customers with strongest profit potential.
• Saved the company $130,000 by identifying and solving inefficient data retrieval problem.

EDUCATION

University of St. Thomas, Minneapolis, MN

MBA, Marketing

Southern Methodist University (SMU), Dallas, TX

BA, English Literature, Minor in Business/Marketing

EXTENDED EDUCATION