Marketing Manager

Ash Moosa

**** ****** ***, ********, ** *****

************@*****.*** ph: 617-***-****

SUMMARY:

• 10+ yrs in Ecommerce Marketing Strategy/Analytics roles – Marketing ROI, Testing & Conversion Optimization across

multiple channels including Site, email, Search, Affiliates and Social – Retention & Acquisition.

• Cross functional experience – partner with IT, creative, analytic and finance teams .

• Analytic Mindset – strong at thinking about what metrics / analytic approaches are appropriate for different channels.

EXPERIENCE:

I left my last job to start a business – outfitadditions.com – selling handmade jewelry and accessories sourced from

artisans across the country. I managed strategy and day to day operations including web design, marketing (blogger

outreach, search, social, affiliates) and fulfillment.

Gap Inc. Direct (ecommerce division of Gap Inc.) San Francisco, CA

Sr. Manager, Marketing Strategy & Analytics Oct 07 – Aug 12

Optimized marketing campaigns across channels across the five Gap brands.

• Led email and site conversion optimization strategy – designed tests & measurement plans for all of Gap Inc's online

brands - Gap, Old Navy, Banana Republic, Piperlime and Athleta. Recommended tactics to improve conversion based

on promotional tests, creative tests and site feature tests.

• Managed email segmentation framework for 14 million email file, cohortized and developed process for measuring

engagement/LTV, designed segment-specific tests to boost acquisition & retention.

• Managed $25MM display retargeting campaign by developing a strategic financial model and attribution framework to

determine impact to bottom line from the DMP/DSP type implementation. Campaign was run by an agency, Dotomi.

• Designed long term staggered test strategy to measure the impact of different free shipping offers across multiple

brands. Estimated annualized ROI: $19MM.

• Led the development of a worldwide ecommerce marketing dashboard to measure KPI’s for all marketing channels –

SEO, SEM, Affiliates, Email, Social, Media and natural traffic. Worked with tech teams to manage automation.

• Managed marketing agencies that handled our display media, retargeting, facebook ads and survey services. Worked

with recruiting agencies when hiring contractors. Had two direct reports – a Sr. Strategy Analyst and a Report

Developer. Also managed various marketing and technology staff as part of broader project teams.

Jumptap Boston, MA

Principal Marketing Analyst Nov 06 – Sep 07

Managed corporate reporting & analytics for mobile startup

• Worked with executive team to define analytic requirements and worked with technology teams to document detailed

data definitions.

• Defined KPI’s, built management dashboards and weekly/monthly client reports.

• Various ad hoc deep dive projects included acquisition analysis, revenue analysis and others.

Upromise, Inc. Boston, MA

Senior Marketing Analyst Aug 02 – Oct 06

Customer analytics for Upromise’s major clients such as Staples, Citi, Bed Bath and Beyond, Avis and others.

• Optimized email and direct mail campaigns by building predictive models using SAS. Designed tests to test

acquisition and retention tactics.

• Profiled and segmented customers based on website behavior, demographics and other shopping behavior using

RFM to build communication streams by segment.

• Analyzed campaigns using test-control and pre-post methodology and reported on lift metrics and ROI. Prepared

client presentation decks for direct mail and email campaign analyses.

• Promoted to Senior Mktg Analyst in mid-2004.

EDUCATION:

Master of Science in Technology & Management, University of North Carolina at Greensboro, Dec 2001

Bachelor of Business, University of Madras, India. May 1998

Technical Skills: Strong knowledge of web metrics, marketing metrics and general retail metrics. Omniture, Google

Analytics, Excel (macros, pivot tables)

References available upon request

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