Mark Kirin

St. Petersburg, Florida *****

330-***-****

ac21hq@r.postjobfree.com

https://www.linkedin.com/in/mark-kirin

Digital Marketing & Strategy Executive

An exceptional hands-on digital marketing and strategy executive with a proven track record of delivering outstanding results. Inspired leader with a remarkable acumen for digital business transformation, advanced analytics solution delivery, digital experience management, B2B and B2C customer acquisition, and data-driven optimization. Extraordinary qualifications in strategic thinking, problem solving, interpersonal skills, team building, coaching and communications. Over 10 years of management experience creating superior business value and trusted relationships for Tier 1 Retail, Technology, Financial Services, Travel and Pharma clients.

Experience

22squared – Tampa, FL

2015 - 2016

Director, Analytics and CRM

Managed all aspects of the Analytics, CRM, Data Management and Media Optimization operations for an F100 client. Created / developed advanced analytics strategy, BI product management, daily scrum, objectives, specifications, roadmap documentation and delivery, digital transformation vision, thought leadership, financial objectives, P&L, client relationships, talent acquisition, coaching, technology industry updates, culture and skills development, case studies, market research and competitive analysis.

Selected Accomplishments

Led agile collaboration with UX/design and Operations teams to improve Facebook content. FB Insights captured customer affinity for digital products (reach, engagement, CTR). With this data, each digital product (videos, imagery, recipes) was scored; by comparing scores, consumer-facing digital products were sharply improved and the monthly FB budget soared from $300k to nearly $1MM.

Managed and delivered the Tier 1 C-suite requirement for a Business Intelligence digital product. Architected the scope, specifications and product design; in collaboration with marketing, analytics, IT, operations, and lines of business stakeholders, led the dev cycle via a daily scrum. By combining 15 different data sources to yield 6 digital products, the new BI tool enabled better customer audience segment insights and resulted in media campaign performance improvements over $2MM.

Reimagined CRM lead generation for a Tier 1, F100 retailer by deploying and testing an innovative pod template. UX/design improvements, a superior contact strategy and improved digital product content all translated to a strong 27% YoY lift in lead generation, more robust brand engagement rates and significantly higher lead conversion ROI (up 32% YoY).

FKQ Advertising and Marketing – Clearwater, FL

2011 - 2015

Sr. Manager, Analytics and Optimization

Created and delivered the strategic direction and thought leadership for optimizing campaigns at the media channel level. Provided tactical expertise and leadership for Digital Display, PPC, SEO, Email, Social Media, Mobile and Advanced Analytics practice resources. Lead resource responsible to drive best practice integration of information architecture, website UX/design and quantitative results.

Selected Accomplishments

Reimagined a Tier 1 Travel client’s eCommerce, transforming the B2B and B2C customer experience. In collaboration with vendors, relentlessly tested numerous formats and delivered significantly higher booking rates. Succeeded in increasing annual email channel revenue $19MM (22% YoY).

Increased product sales for a global eyeglass manufacturer. Created the thought leadership and facilitated online local marketing for ordering a free eyeglass film trial, demonstrating the advantages of product adoption. Advanced analytics captured the film trial consumer’s eye-care professional preference, enabling a more personalized customer experience and enhanced product sales.

Rosetta Marketing Group – Cleveland, OH

2006 - 2011

Manager, Advanced Analytics and Optimization

Leader, coach and mentor for the 25-member Advanced Analytics & Optimization solution practice area. Strengthened client relationships, implemented customized eCommerce solutions, ensured data integrity and management, promoted client advocacy and created solution expertise. Pioneered media channel segmentation analysis and complex attribution methodology.

Selected Accomplishments

Transformed online sales and marketing spend of a Tier 1 Financial Services client. Data analytics revealed that customers abandoned at the last eCommerce funnel step – a coding error was discovered, requiring customers to pay the entire annual insurance premium up-front. After a code update, the vastly improved customer journey enabled online revenue to soar 600% higher; the client then increased digital investment from $200k to $4MM/month.

Hired and mentored an advanced analytics team that grew both in personnel and billable hours. Developed transformative analytics solutions for a Tier 1 Financial Services client, enabling ever-increasing digital marketing campaign efficiencies. Media investment rose from $2.5MM to over $46MM annually while maintaining over 55% margin.

Increased sales for a Tier 1 eyeglass retailer who was ready to cut digital marketing investment. Delivered a point of view that improving the customer experience to schedule an in-store eye exam would increase location traffic. Search results improved 140% and eyeglass sales notably increased. With these favorable results, paid search investment increased over 100%.

Created and managed strategy to accommodate rapid growth for an analytics practice. Organized weekly Agile development with HR and operations to articulate an innovative forward plan, ensuring that analytics talent would be trained and readily available to respond to client needs.

A Tier 1 healthcare client wanted to improve eCommerce conversion. By effectively positioning competitive analysis metrics and business cases from other clients, delivered a point of view that illustrated a significant conversion lift could be gained via a robust testing methodology. This influence and understanding led to a refined product marketing strategy and a 27% increase in ROAS.

Education / Professional Training

B.S.E., Polymer Engineering, Case Western Reserve University

Highest Honors, Valedictorian

B.A., Economics, Case Western Reserve University

Summa cum Laude, Valedictorian

Additional coursework and attributes include business management skills, leadership, attention to detail, strong analytical skills, proactive, organized, problem solver, Excellence Culture Training, team building, oral communication skills, written communication skills, Business P&L, MS Office, Excel and PowerPoint, statistical analysis, SQL, SaaS, Salesforce, Responsys, Tableau, Datorama, numerous Social Media and Facebook marketing courses on lynda.com, SEM, SEO, Google AdWords and Google Analytics Certification.

Executive Bio

http://www.executivebio.net/MarkKirin

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