Marketing Effectiveness Resume Sample

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Reymundo Auer
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Work Experience

Marketing Effectiveness Manager
09/2015 - PRESENT
San Francisco, CA
  • Analyze sales trends and storewide event results by DMA/location and by FOB
  • Liaison to Merchandising Marketing for Center Core, Cosmetics/Fragrances, and Shoes – FOB Event recaps, My Macys Event recaps, monthly meetings, strategies, and special projects
  • Analyze event expenses and ROI’s – identify unproductive spend and make recommendations based upon findings
  • Develop seasonal marketing strategies: storewide and FOB specific
  • Coordinate and prepare materials for weekly Marketing Effectiveness Team meetings, weekly updates, and other major presentations
  • Marketing process improvement - document our key marketing processes, create and deliver a programme of improvement initiatives with support and buy-in from across marketing, consumer and our agency partners
  • Introduce best practice – looking at internal and external best practice in terms of marketing effectiveness and ways of working and using this to build and implement improvements at BT
Marketing Effectiveness Analyst
11/2010 - 03/2015
Phoenix, AZ
  • Help foster a continuous test & learn culture and process - i.e. rapid cycle learning
  • Manage, guide and build day-to-day analytics processes including activities such as data identification & collection, analytics design, marketing mix model development, implementation & maintenance, interpretation of findings, and coordination with stakeholders
  • Lead the team efforts in delivering improvements in decision-making and business strategies via advanced analysis including Marketing mix, clustering, segmentation, point estimation, design experiments
  • Lead the design, implementation and interpretation of advanced multi-factor experiments to evolve testing approaches
  • Present complex statistical concepts and research results to non-statistical audience. Lead the deck preparation by both providing direction to junior team members as well as be willing to roll up the sleeves to create the presentation
  • Track media spend and reach / impressions to identify potential risks and opportunities for merchant and marketing teams to optimize media mix and business results
  • Partner with BLM Marketing teams (i.e. Finance, Reporting, Media, etc.) to ensure accuracy and timeliness of media investment and performance data
  • Analyze the company’s marketing spend – by fiscal period, media channel and message (e.g. sale vs. fashion) – and synthesize results into actionable recommendations
Entry Level Marketing Effectiveness Analyst
01/2006 - 07/2010
Philadelphia, PA
  • Work with Group Brand – create an effective engagement model with Group Brand to ensure that our processes and ways of working are fully integrated and optimised
  • Work with our agency partners – create an effective engagement model with our ATL and BTL agency partners to ensure that our processes and ways of working are fully integrated and optimised
  • Manage and guide day-to-day analytics processes including activities such as data identification & collection, analytics design, marketing mix model development, implementation & maintenance, interpretation of findings, and coordination with stakeholders
  • Build a best-in-class analytical roadmap that obtains both short-term and long-term objectives required to be a center of analytic excellence
  • Lead the team efforts in delivering improvements in decision-making and business strategies via advanced analysis including Marketing mix, clustering, segmentation, point estimation, design experiments, etc
  • Work in close collaboration with Marketing Effectiveness team members and other internal partners to leverage expertise in data management, advanced marketing mix modeling, scoring etc., in order to develop key insights
  • Participate in the design, implementation and interpretation of advanced multi-factor experiments to evolve testing approaches
  • Prepare presentations and present complex statistical concepts and research results to non-statistical audience


Buena Vista University - Mason City Campus
2001 - 2006
Bachelor's Degree in Marketing

Professional Skills

  • Strong data handling and manipulation skills including quality assurance. Particularly in Excel but R/SPSS/SAS skills are also highly relevant
  • Very strong commercial awareness, and analytical and communication skills are essential
  • Strong problem solving skills, ability to work flexibly and take ownership for resolution
  • Strong written and verbal communication skills with ability to articulate key insights clearly
  • Strong analytical and quantitative analysis skills required such as
  • Excellent presentation/communications skills
  • Forecasting, problem solving, numerate & analytical skills and a proactive approach

How to write Marketing Effectiveness Resume

Marketing Effectiveness role is responsible for research, digital, retail, finance, training, marketing, purchasing, telecommunications, trading, analysis.
To write great resume for marketing effectiveness job, your resume must include:

  • Your contact information
  • Work experience
  • Education
  • Skill listing

Contact Information For Marketing Effectiveness Resume

The section contact information is important in your marketing effectiveness resume. The recruiter has to be able to contact you ASAP if they like to offer you the job. This is why you need to provide your:

  • First and last name
  • Email
  • Telephone number

Work Experience in Your Marketing Effectiveness Resume

The section work experience is an essential part of your marketing effectiveness resume. It’s the one thing the recruiter really cares about and pays the most attention to.
This section, however, is not just a list of your previous marketing effectiveness responsibilities. It's meant to present you as a wholesome candidate by showcasing your relevant accomplishments and should be tailored specifically to the particular marketing effectiveness position you're applying to. The work experience section should be the detailed summary of your latest 3 or 4 positions. Representative Marketing Effectiveness resume experience can include:

  • Excellent stakeholder management and consultative skills. Proven experience of operating to Senior level but equally able to adapt style to different audiences
  • Outstanding communication and influencing skills are critical
  • Proven ability to get the best out of people and leveraging relationships to get things done
  • Influencing multi-functional teams on the best use of marketing investment
  • Collaborating with the Media team, Marketing and our agency partners to integrate category learnings into future media strategies and portfolio management
  • Driving best practice and an ROI mindset through the organization

Education on a Marketing Effectiveness Resume

Make sure to make education a priority on your marketing effectiveness resume. If you’ve been working for a few years and have a few solid positions to show, put your education after your marketing effectiveness experience. For example, if you have a Ph.D in Neuroscience and a Master's in the same sphere, just list your Ph.D. Besides the doctorate, Master’s degrees go next, followed by Bachelor’s and finally, Associate’s degree.

Additional details to include:

  • School you graduated from
  • Major/ minor
  • Year of graduation
  • Location of school
These are the four additional pieces of information you should mention when listing your education on your resume.

Professional Skills in Marketing Effectiveness Resume

When listing skills on your marketing effectiveness resume, remember always to be honest about your level of ability. Include the Skills section after experience. Present the most important skills in your resume, there's a list of typical marketing effectiveness skills:

  • Strong partnership skills; able to collaborate with cross-functional partners in varying levels of responsibilities
  • Experience working in a Marketing Effectiveness role either agency or client side
  • Understanding the key success criteria of good creative & assisting brand teams in implementation
  • For AD) relevant marketing, analytics and reporting experience, demonstrating a steady career progression with increasing roles of responsibility
  • Experience with forecasting projects, in a trading role, or of Zero Base Budgeting/ Portfolio Optimisation Projects would be an advantage
  • Experience in quantitative and qualitative analysis in marketing research OR marketing

List of Typical Experience For a Marketing Effectiveness Resume


Experience For Marketing Effectiveness Manager Resume

  • Create reports tracking the effectiveness of marketing efforts
  • Become proficient utilizing Macy's internal systems and databases
  • Review internal teams’ expense requests with Sr. Management and determine appropriate allocation
  • Support the Direct Line for Business Marketing by providing insight through reporting to ensure that the business meets its marketing objectives across multiple marketing lines & channels. Ensure robust knowledge of the data sources and key drivers of marketing effectiveness and efficiency
  • Management & oversight of the product specific forecasts to support marketing planning, helping to deliver and challenge econometric media evaluation through agency partner, to enable the marketing budget holders to understand key acquisition drivers and commercial payback to help make investment decisions
  • To help plan, drive and deliver media testing throughout the year working closely with marketing campaign consultants, media and measurement agency

Experience For Marketing Effectiveness Analyst Resume

  • Work closely with the Award winning Personal Lines marketing effectiveness teams outside and the specialist functions within DL4B to share and leverage learning on key marketing performance drivers to inform decision making for Direct Line for Business
  • Interpret marketing results and analysis and to devise, develop, implement and maintain an evaluation tool/dashboard that helps inform marketing planning, continuous improvement and remedial action to drive quotes and sales
  • To continually accumulate and develop marketing effectiveness knowledge and expertise – bringing best in class thinking into the business
  • Solid experience in similar consumer marketing organisations and/or marketing effectiveness consultancies and/or econometric modelling agencies and/or top-tier management consultancies – reaching at least Project Manager level
  • Solid experience in similar consumer marketing organisations and/or marketing effectiveness consultancies and/or econometric modelling agencies and/or top-tier management consultancies - reaching at least Project Manager level

Experience For Director, Marketing Effectiveness Resume

  • Create and publish various reports for Corporate/Regional sales reports and views
  • Create and maintain sales by district/sales by merchandise category monthly
  • Maintain report that shows the Average Unit Retail monthly
  • Maintain POS (point-of-sale) rates reports monthly
  • Hourly sales projections (daily setup – daily, hourly sales projections)
  • PON Summary seasonal
  • 28th June 2017

List of Typical Skills For a Marketing Effectiveness Resume


Skills For Marketing Effectiveness Manager Resume

  • Experience in analytics consulting with an emphasis in the CPG / Retail Analytics, CRM Analytics and Digital Media/Social Media Analytics
  • Forecasting customer demand through calls and online visits to influence annual planning, call centre planning, and sales performance
  • Presenting and translating technical information in a clear, concise manner to senior management
  • Working with Purchasing to review services of agencies to ensure we have best in class analytics and value for money
  • Coding/programming for data manipulation and automation of routines - R/SPSS/SAS
  • Understanding of media and ways in which to measure media performance
  • Working with key Global stakeholders to share knowledge, techniques and best practice
  • People Management with at least 3+ years of leading large team and working across cross-cultural teams

Skills For Marketing Effectiveness Analyst Resume

  • MA / MS in Economics, Statistics, Operations Research, Marketing, Business Systems or MBA with specialization in marketing or research; or work equivalent
  • Create and lead analysts in the development of scenario planning tools to inform key marketing and commercial decisions
  • Maximise market share and growth of our brands through understanding of our sales drivers across the marketing and commercial mix
  • Working knowledge of any of the BI tools such as Spotfire or Tableau - Excellent track record of engaging at C-suite level and excellent at stakeholder management and is able to drive groups, including senior level groups, to conclusions
  • Experience in model building
  • Experience debriefing at senior stakeholder level and an ability to succinctly translate complex insight into a recommended set of actions
  • Plan, organize, and deploy resources according to urgency/importance

Skills For Director, Marketing Effectiveness Resume

  • Passion for problem solving and a ‘can do’ attitude
  • Thinks broadly and strategically, as well as being open minded and determined
  • Recommend the appropriate marketing investments to achieve targeted ROI’s, charge volume and new accounts
  • Manage the allocation of the Company’s media budget by media channel and marketing group
  • Collaborate with external partners in the development of models to assist in optimizing response and sales outcomes
  • Selects from a range of analytic methods to design and conduct analysis appropriate to each project
  • Knowledge of variety and advanced analytic and research approaches, including - marketing mix models, price/promotion models, SEM, segmentation, forecasting. digital attribution, machine learning, good visual storytelling skills
  • Effectively direct Vendor resources related to analytic services

Skills For Head of Marketing Effectiveness & Econometrics Resume

  • Effectively communicate and interact at a high level of professionalism with Senior Management
  • Relevant marketing experience
  • Experience working within the FMCG environment
  • Build good relationships and networks and leverage these to achieve your objectives
  • Keeping up to date with new modelling and attribution techniques and including new communication channels as they develop within our plans
  • Learn enough about our team’s responsibilities to support right across it
  • Responsible for designing, managing & implementing statistical analyses and modelling to address business issues, with particular focus on media & promotional understanding
  • Ensure each project delivers actionable insights to the business, which can be implemented

Skills For Senior Marketing Effectiveness Manager Resume

  • Coaching Marketing & Commercial teams to utilise the information available through our modelling tools, and continually improving & developing knowledge and expertise in the wider business
  • Strong stakeholder management and communication skills, ability to translate data and information into clear actionable recommendations
  • Willingness to travel occasionally to other UK sites as the role requires
  • Measure: creating frameworks to forensically assess the effectiveness of every marketing pound spent across ATL and BTL. Working in partnership with finance, marketing and commercial to agree optimal spend per media
  • Econometrics: develop, own, and embed econometrics into budget planning, forecasting, and planning decisions
  • Extensive direct marketing knowledge
  • Meticulous attention to detail and accuracy in own and others’ work

Skills For Entry Level Marketing Effectiveness Analyst Resume

  • Understanding of a broad base of marketing effectiveness approaches and how they complement each other. Including but not limited to Econometrics, Structured Testing, Long Term Measurement Techniques, Attribution Methods, Research, Market Intelligence, Digital Tracking, ‘Zero Base’ Budget Planning/Optimisation etc
  • High level of media knowledge and ways in which to measure media performance
  • Resilience and tenacity to challenge the status quo
  • The role would particularly suit a commercially focused agency side analyst with a desire to move to a client side role
  • A key outcome of the evaluation program is that the impact of marketing investment decisions can be accurately forecasted over the short, medium and long term. And that insight generated adds context and rationale to conversations about monthly trading performance vs. forecast
  • Extensive campaign management and customer level analytic development experience including significant experience with the following: Unica Affinium Campaign Management System, relational data structures, business objects, SQL, Microstrategy, and Excel

Skills For Marketing Effectiveness Senior Analyst Resume

  • Strong relationship builder - build trust and credibility quickly
  • Strong resilience and ability to handle problems and barriers with innovation and injects pace into their work and that of others
  • Visualization tools such as Tableau or Spotfire
  • The ability to drive projects at pace - a hunger to drive change and decisions
  • Solution driven and focused on commercial outcomes

Skills For Marketing Effectiveness Lead Resume

  • Acts swiftly and decisively with confidence
  • Have worked in telecommunications or for another subscription based business in an acquisition or retention focused role e.g. financial services
  • Incorporate the capabilities of Oracle’s Marketing Cloud (chiefly Eloqua and Compendium) along with Oracle’s Social Relationship Management (SRM) capabilities
  • Provide hands-on configuration, enhancement and testing of Oracle’s software applications to meet business process requirements
  • Provides insights derived from sales that drives critical marketing decisions
  • Execute all ad hoc requests for data for the many areas of the organization
  • Successfully tell stories of what happened from Marketing events and promotions through extracting data, analyzing and building models, interrupting insights, and structuring visualizations
  • Lead the build and delivery plan for the newly Measurement & ROI modelling programme - working with both partner agencies and internal resource to source, analyse and leverage multiple data sources

Skills For Engagement Manager, Marketing Effectiveness Resume

  • The goal for 2018 is the robust definition of ROI across the business. Key to this is creating and embedding processes and procedures that efficiently deliver the programme
  • Define, gather and stress test inputs across: market level modelling, econometric modelling, pricing analysis, CLV modelling and acquisition costs
  • Manage a modelling team of analysts ensuring all data manipulation, processing and all modelling is of the highest quality
  • Evolve the existing econometric modelling strand of the programme to understand ROI: ensuring it is robust, accurate and understood
  • Lead engagement and communication of the programme across the business: key to successful delivery and driving future value is building internal stakeholder relationships and getting buy-in to the programme across Finance, Commercial, Marketing, Strategy and Sales

Skills For Marketing Effectiveness Consultants Resume

  • Develop output that is actionable and credible, with compelling insight that can be used to make key business decisions - deliver findings to range of audiences, including senior non-technical stakeholders,
  • Support short and long term forecasting of marketing demand KPIs (another key role of the Marketing Effectiveness team), utilising output of the measurement & ROI programme
  • Aligned with this, significant experience and success in running commercially focused and data dependent projects - ideally with strong knowledge of marketing and media planning
  • Create and manage a Marketing Optimization services organization serving
  • Expert in financial and statistical modelling with a meticulous attention to detail and accuracy in own and others’ work
  • Create internal “selling packages” to assist merchant and marketing teams in understanding opportunities and benefits of shifting media investments to reduce spend and/or increase sales
  • Manage on-boarding and development of direct reports

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