C huck Bende

Tel: 847-***-**** *** Courtland

Mobile: 847-***-**** Park Ridge, I l 60068

E mail: acdy7i@r.postjobfree.com

EDUCAT ION:

Northern I ll inois University Ph.D. D rake University, M .A. /B.A. Economics

EXPER IENCE

• Proven ability to develop and lead teams, manage the implementation and analysis of strategic

quantitative projects, and present insights and recommendation that address client

objectives/goals. Responsibilities include: campaign analysis and optimization (digital and

t raditional), marketing mix analysis, segmentation, database marketing, Voice of the Consumer

and brand health studies.

• Experienced quantifying the responsiveness of advertising programs/expenditures over t ime to

p rovide optimization recommendations; building multiple/logistic regression and ARIMA models.

• Experienced defining KPI metrics, integrating and analyzing data including: survey (brand equity,

consumer lifestyle), syndicated (IRI, Nielsen, Spectra, NPD), POS/Loyalty data, direct marketing

enhanced databases, supply chain, and digital campaigns and using statistical (SAS, SPSS)

techniques.

• Extensive experience working with brand and strategy teams, field sale forces to develop

measurable metrics that align to defined goals and objectives and produce actionable

recommendations and activation plans.

OVERV IEW OF RESULTS

• Increased marketing budget efficiency ROI: 5 – 15% by reallocating spend across digital and

t raditional campaigns though marketing mix analysis for several clients.

• Developed customer segmentation analysis that defined new opportunit ies within existing and new

customers that resulted in increased sales of 25%.

• Work with large financial institution to identify high revolver segments and develop targeted

campaigns (digital and t raditional) resulting in 9 – 14% increased segment conversion rates.

• Developed and Implemented a VOC across 3,000 client retail locations that measured consumer

satisfaction and delivered dashboard drill-down performance score cards by region.

• Increased category and brand market share and margins 7 – 15% based upon price promotion

modeling.

• Implemented an ETL based supply chain solution that reduced out of stocks and waste at store

level by 5 – 25% for major retailers.

• Optimized digital campaign spending across tenets, tactics and creative elements to increase

conversion rates 10% to 25% for both perceptual and behavioral campaign goals/objectives.

Clients I ncluded

o Manufacturers: Coca-Cola, Kellogg’s, McDonalds, Cadbury, Diageo, P&G, Merck, K raft, BP, E-

Bay,

M icrosoft, Toyota, Abbott, Amgen, Visa, Bank of America, ESPN.

o Retailers: McDonalds, Safeway, Target, Wal-Mart, Super Value, Ralphs, K roger, Stop & Shop,

W inn Dixie, Loblaw’s, Sobeys

o Advertising Agencies: M indshare, Omnicom, Digitas, Acxiom, Simmons,

o Market Research Companies: M i llward Brown, Synovate, NPD, TNS, LightSpeed, MRI

Work H istory

Consulting: Consumer Insights & Advanced Analytics 2012 – 2014

WPP C HICAGO, I L

Consulting Director Insight & Analytics.

• Responsible for developing and presenting analysis, insights and recommendations

t o optimize client’s overall and specific campaign marketing ROI. Emphasis on

working with cross functional teams to matching insights and analytics to

activation programs that are measurable and increase objective performance.

STARCOM MED IAVEST CHICAGO, I L 2011-2012

Consulting Associate Director Advanced Analytics: Web Analytics & Digital Campaign

Optimization

Managed the analytics function that included determining the key drivers and

customer segments along the path to purchase. Included analysis of the full

m arketing mix (Advertising (TV, Digital), social & mobile media, price & promotion)

t o determine lift/impact & optimize future budget expenditures.

N IELSEN, GLENVIEW, I L 2010-2011

Consultant: Category Management / Demand & Supply Side – Retail Direct Data

Concentration on delivering insights & recommendations in the areas of category

m anagement

Shopper marketing, supply chain analysis and demand signal feedback, operational

performance and drive growth.

I NFORMATION TOOLS, CHICAGO, I L 1998-2009

D irector: Strategy & Insights

Consulted with clients to develop insights & recommendations that highlighted

potential opportunit ies within current/prospective customers, markets and key

d rivers of sales/profitability.

Emphasis on integrating marketing data sources to measuring and discovering

i nsights that led to recommendations to improve client behavioral and perceptual

objectives.

SPSS, Chicago, I L 1997 - 1998

Marketing Manager - Solutions Group

Managed team that delivered reporting and analysis tool in the area of direct

m arketing that interfaced with online database marketing products. Designed and

d irected successful segmentation, A&U, and strategic equity studies

I NFORMATION RESOURCES, I NC ., C hicago, I L 1986 - 1997

V ice President, Client Services,

Client Services Director – Development & Training Decision Support Systems (DSS)

Director - Retail Client Services

Managed product marketing for retail and CPG product clients in U.S. and Canada.

Regular presenter at IRI Retail/CPG Conference.

Managed the integration of the Apollo Space Management product into IRI

syndicated data services.

Developed and managed brand partner and sales partner software product which

p ioneered use of syndicated data as a common data language between retails and

CPG manufacturers.

T rained CPG manufacturers (P&G, K raft, Tropicana, and Pepsi) and retailers

(Safeway, Ralphs, K roger, Pathmark, Winn-Dixie, and Publix) on category

m anagement software.

Managed Household Panel client service; responsible for developing retailer panel

data initiative that increased the use and revenue of IRI’s Behavior Scan Service

w ith retailers.

Contact this candidate