Manager Marketing

Rouben Karakachian

Plano, TX *****

********@*****.*** • 469-***-****

linkedin.com/in/rouben-karakachian-8a693/

Director of CRM & Marketing Analytics

Motivated, innovative, and dynamic professional with 20+ years of success driving value and revenue through design and execution of data-driven, customer-centric marketing programs. Intuitive leader and skilled communicator with expertise in building key relationships with client stakeholders, engaging cross-functional peers, and motivating teams to exceed objectives. Analytical and organized as well as highly adaptable, proactive, and fearless in solving complex problems.

Marking Analytics • Customer Insights • Database Marketing • Digital Marketing • Customer Relations

Decision Science • Customer-Centric Analytics • Campaign Design • Strategic Planning • Data Analytics

Product Development & Launch • Budgeting & Cost Control • KPI Definition • Continuous Improvement

Professional Experience

Hilton Worldwide – Addison, TX

Director, Amex Advance Platform Project (2018 to 2019)

Spearhead intradepartmental project with close partnership with American Express to prove the concept and quantify the value of Amex Advance Platform, leveraging consolidated data from Amex, Acxiom and Hilton for strategic marketing programs.

Defined requirements for predictive analytics and targeting. Analytical oversight of data science group deliverables. Identified in market pilots for proof of concept testing.

Designed testing plans and coordinated deployments across multiple departments, and channels (including internal e-mail, 3td party, digital and social)

Developed performance KPIs and measured performance of individual campaigns and pilots

Conducted comprehensive evaluation of the platform overall and formulated recommendation for future engagement

Hilton Worldwide – Addison, TX

Director of CRM & Customer Contact Optimization (2012 to 2018)

Spearhead development and deployment of customer centric strategies and customer contact optimization platforms and capabilities. Created processes for offer and contact optimization to generate robust direct marketing programs in various channels. Enabled continuous improvement of direct marketing and web channels strategies with introduction of structured Test & Learn processes.

Successfully maximized performance of marketing programs and campaigns through data-driven revenue maximization strategies.

Designed optimization algorithm able to deliver +$100M in annual incremental revenue, earning 2016 ANA Genius Award in Analytics Impact.

Achieved expansion of contact optimization strategies to customer-facing channels by integration statistical models in campaign deployment platforms.

Built state of the art predictive analytics platform to streamline model building and scoring with fully optimized data layer fully defining and transforming +2k independent and dependent variables to enable semi-automated maintenance of +200 model scores in production.

American Express, International Consumer & Small Business Services (ICSS) – New York, NY

Director of Customer Engagement Strategies (2008 to 2011)

Led teams in development of cutting-edge, data-driven customer engagement strategies, collaborating closely with international partners to create innovative platforms and launch joint programs in international markets. Proactively identified new opportunities and minimized risk through end-to-end analytical support including test design, segmentation, targeting, and results tracking.

Expanded business and partnerships globally with programs in Locations in Force (LIF) Activation, Differential Surcharge Reversal, Merchant Re-engagement, and Target Geographic Customer & Merchant Engagement.

Launched innovative targeted platforms leveraging transaction data including Integrated Closed Loop Targeting (ICLT) and Industry Targeting Platform (ITP).

Facilitated seamless integration of new platform with marketing delivery production process to maximize usage in multiple markets successfully.

American Express, – New York, NY

Senior Manager of Strategic Analysis & Testing (2002 to 2008)

Directed analysis, design, execution, and evaluation of direct marketing programs through exploratory analysis and segmentation including complex data extraction and manipulation on multiple platforms. Leveraged results of evaluations to design and improve marketing campaigns including experimental design, sample size calculations, offer structure, and profitability analysis. Led definition of criteria for list execution, quality control, and campaign performance. Performed analysis of customer migration dynamics to identify sources for High Value customer acquisition.

Enabled executive leadership to make effective business decisions with clear synthesis of results into concise presentations conceptualizing findings for non-analytical audiences.

Overhauled existing Small Business Marketing Loyalty Program, engaging business partners and driving segmentation framework with design of Plastic Spent Potential algorithm.

Proactively identified key attrition drivers and triggers for customer accounts and developed business cases for investment opportunities through non-traditional channels to propel success of enterprise-wide customer retention initiative.

Additional experience in U.S. and Australia as Senior Manager of Customer Segmentation & Marketing, Customer Relations & SBS Risk Manager, Marketing Research Manager, Customer Research Analyst, and Consultant.

Education and Credentials

Master of Arts in Developmental Economics Williams College – Williamstown, MA

Master of Business Administration (MBA) American University of Armenia – Yerevan, Armenia

Bachelor of Science in Mechanical Engineering Yerevan Polytechnic Institute – Yerevan, Armenia

Contact this candidate