Marketing Manager

William Tangalos

San Francisco, CA 415-***-**** ( ********@*******.***

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Marketing Intelligence Summary

Rated BEST in CLASS by major consulting firm for Marketing Insights and

Analytical capabilities. Forward thinking innovator who transforms complex

consumer insight situations into cohesive new product and market

opportunities through market research, analysis and customer insights

skills which have generated more than $400MM in profits for mid size to

Fortune 50 organizations.

. Led more than 100 market research projects which have created successful

new products, services and marketing capabilities in financial,

automobile, boating and computer industries.

. Able to identify main customer segmentation data drivers and design

differentiated marketing plans to maximize companies profits

. Deep experience in both offline and online customer information

collection and 360 degree consumer-centric information solutions

Customer Insights ( Customer Behavior ( Qualitative and Quantitative

Research Customer Information ( Online Data ( Statistical Analyses (

Product Development

Database Marketing ( Strategic Marketing ( Automobile Market Data ( Data

Appending

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PROFESSIONAL EXPERIENCE

eHarmony

2010- Current

Business Intelligence Consultant

Consult Online and TV target marketing, segmentation and 360 degree

customer-centric descriptive capabilities used to drive $100MM media

allocation mix.

Key Accomplishments:

. Elevated level of targeting capabilities by building regression models

using over 500 psychographic, demographic, online behavioral and techno

graphics used to improve customer insights and targeting for CRM and

Acquisition marketing.

. Set vision and detailed specifications for Online Sales Path to

Conversion for attributing lead and/or sale to Email, Display or other

media.

. Conduct hands on analysis to evaluate existing customer data and

recommend new data solutions to improve Search, Social, Display,

Affiliate and Email Marketing.

Wells Fargo Bank

2000-2010

Online Division - Marketing Decision

Strategy Manager III (2008 - 2010)

Managed customer insights and analysis for Online Channels including:

customer segmentation, 360-degree customer profiling, integrated Inbound

and Outbound online marketing customer insights and test marketing.

Key Accomplishments:

. Spearheaded the evaluation and recommendation to senior management of the

360-degree data enhancements for the organization's 40MM online customers

by identifying valuable demographic, online behavior, social influencer,

demographic, investment, and transactional information on a customer

level.

(Page 2 Resume: W. Tangalos)

Wells Fargo Bank

(2000-2008)

Consumer Credit Group, Marketing Decision Strategy Manager II

Managed team and vendors and influenced $8M budget. Spearheaded the

analytical and customer information marketing capabilities used to drive

cross sell marketing programs for 12 different Wells Fargo major Product

Divisions across the U.S.

Key Accomplishments:

. Directed the planning, deployment and measurement of more than 50

predictive targeting models and customer segmentations which have

increased sales efficiencies from 50% to 300%.

. Managed across the organization for numerous customer segmentation,

target marketing, profitability and market opportunity projects.

. Set Analytical framework and developed multi year analytical road map

used to set database marketing investment priorities and presented to

Senior Management.

. Pioneered capability that integrated customer attitudes with customer and

prospect database to improve direct marketing success. Approach displayed

at National DMA.

. Received Best in Business Award for collaboration across 12 different

Divisions.

Prior to Wells Fargo, worked as Director of Marketing Analysis at West

Marine, Marketing Manager at HSBC, Marketing Manager at Citi Financial and

Marketing Analyst at CIE Computers.

Key Accomplishments:

. Designed market research and pioneered the introduction of new products

that had major impact across the entire industry.

. For computer industry organization, developed competitive intelligence

mappings and redesigned servicing process based upon market research.

. Synthesized information from transactional, credit, primary research,

online, appended and competitive intelligence data sources to formulate

strategic recommendations and presented to Senior Management which

impacted strategic direction of major organization.

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EDUCATION

MBA, Computer Information, Golden Gate University, San Francisco, CA (3.8

GPA)

B.S., Business, Marketing, California State University, Northridge, CA

MARKETING RESEARCH & ONLINE TRAINING and VENDOR EXPERIENCE

Survey Design: Burke Institute of Marketing

Marketing Research Vendors and Data Suppliers: Synovate, Nielsen, Martiz,

Burke, C.A. Walker, Market Probe, Experian, Polk, Automobile Insurance

Data, Core Metrics

Database Systems: Neteeza, Oracle, DB2

Information Tools: SQL, SPSS, Microstrategy, Omniture Site Catalyst, Test

and Target, Business Objects, Tableau

Ad Tagging Platforms: Mediaplex, Dart

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