Resume

Sign in

E-Commerce

Location:
Baltimore, MD, 21209
Posted:
January 31, 2014

Contact this candidate

Resume:

**** ********* ****, #**

Scott Hample Baltimore, MD 21209

443-***-****

accfvx@r.postjobfree.com

www.linkedin.com/in/scotthample

BACKGROUND SUMMARY

Proactive problem solver who enjoys telling a story with numbers. Results-oriented manager with over 10 years of email/internet marketing experience who drives

strategy as well as manage both B2B and B2C email marketing and e-commerce programs. Proven track record of measurably improving direct mail and email

performance as well as integrate and leverage content. Strong analytical skills in improving response rates through customer profiling and A/B testing.

Measures/reports web site performance using Omniture and Google Analytics.

CORE STRENGTHS

Email/Internet Marketing

Manages email/Internet marketing campaigns including overall concept, database pulls, list management and analysis.

Builds segmentation models to increase revenue and ROI; based upon visitor demographic profiles.

Identifies cross sell and upsell opportunities. Maximizes average shopping cart revenue and minimizes abandonment.

Performs web analytics to measure and maximize email, SEM/SEO, and E-Commerce performance through quantifying traffic/keyword analysis.

A/B tests campaign content, offers, and subject line to improve campaign response.

Tests and conducts analysis of web site content, navigation and usability.

Creates KPI Dashboards for strategic online planning purposes. Reports response for PPC, CPL, conversion rates, landing pages, etc.

Researches and analyzes campaign data to provide recommendations for future marketing efforts.

Database/Direct Marketing

Conducts needs analysis and design custom direct marketing campaigns to drive increase response and ROI as well as integrate with email and

ecommerce goals/objectives.

Recommends segmentation and promotional strategies that maximize current customer retention and generate sales prospect lists.

Directs and supervises maintenance of internal databases as well as external vendor databases. Includes list merging, scrubbing and segmentation.

Evaluates and performance data and metrics. Creates daily, weekly, monthly and ad hoc reporting of campaign/creative performance.

Market Analysis/Marketing Research

Implement and manage traditional qualitative (Focus Groups) and quantitative (Phone/Internet Surveys) market research for testing direct and email

campaigns on content, offers, and creative. Also researches web site traffic, usability, and visitor profiling (total shopping cart purchases, shopping cart

abandonment, identifying cross sell and up sell opportunities, conversion, CPL, etc.)

Computer

Fluent in all the following software applications: SPSS, SAS, and other data analysis packages; Zoomerang and Survey Monkey; MS Access and Excel,

SQL, Cognos, Business Objects; Admail and Constant Contact; Omniture Site Catalyst, Google Analytics, Coremetrics, WebTrends, Tealeaf, AdWord and

HitWise; Acxiom, Salesforce.com and Claritas; CP-ADS.

WEB EXPERIENCE

THE BALTIMORE SUN MEDIA GROUP, Baltimore MD

Marketing Analyst 2012-Present

Performed data-driven marketing, business intelligence and demand generation activities. Coordinated B2B and B2C email/online marketing campaigns; including

overall concept and creative, database pulls, list management and analysis. Conducted customer profiling for improving customer retention and finding prospects.

Designed and developed e-marketing campaigns and analytics analysis strategy.

Managed direct mail and email marketing campaigns including overall concept, creative, database pulls, list management and analysis.

Built segmentation profile models to increase revenue and ROI; based upon firmographic and demographic profiles.

Performed analytics to measure and maximize results using Omniture, Google Analytics, MS Excel, MS Access, and SAS. Produced KPI dashboards.

A/B tested email and online campaign content, offers, and creative to improve response.

Worked cross-functionally with CRM and sales teams to provide lead generation services.

Designed, executed and analyzed of database/e-commerce marketing campaigns in addition to customer targeting, profiling and segmentation.

Extracted and integrated data from multiple databases/system sources to support status reporting and analytical efforts related to ecommerce

management, services, execution, planning and tracking

UNITED STATES POSTAL SERVICE, Washington DC 2008-2010

Onsite Consultant

Lead consultant for web site. (http://shop.usps.com). Responsibilities include increasing site traffic and usage by improving customer usability and navigation.

Generating promotional activities to influence customer traffic to the web site. Identifying key performance indicators to measure web site effectiveness. Researching

visitor base to identify online opportunities to generate additional revenue for stamp purchases, collectible items, and shipping supplies.

Created dashboards that measured and predicted volume, revenue, and number of online visits.

Increased online traffic by almost 10%. Improved cross sell and up sell opportunities while reducing shopping cart abandonment.

A/B tested web site offers and user navigation.

Built segmentation profile models to increase revenue and develop online solutions to increase traffic.

Scott Hample 1 1/21/2014

XM SATELLITE RADIO, Washington DC 2008

Onsite Consultant

Internet expert hired to improve customer online experiences. Responsible for measuring traffic to web site as well as increasing customer usability and retention.

Successful in collecting customer content needs and minimizing navigation concerns. Implemented programs to reduce visitor churn and increase online sales.

Segmented customer base according to needs and developed solutions to increase usability.

Tested web site navigation and content needs to improve web traffic.

Analyzed and tested online and direct mail offers that led to a 5% increase in subscriber retention.

Measured online Customer Satisfaction and suggested action plans to improve Customer Service.

LAUREATE EDUCATION INC., Baltimore MD 2006-2007

Onsite Consultant

Responsible for measuring success of Walden University web site. Modeled response from Internet advertising initiatives as well segmentation of online users.

Successful in collecting customer content needs and minimizing navigation concerns. Implemented programs to reduce visitor ch urn and increase online enrollment.

Tested web site offers and user navigation through focus groups and online surveys.

Measured Customer Satisfaction with web site and suggested action plans to improve Customer Service.

Segmented customer base according to needs and developed online solutions to increase web site traffic.

Created model that predicted response rates of various online offers to attract potential students to the web site.

TARGET MARKETING INTELLIGENCE, Atlanta GA 2001-2006

Managing Partner

Lead marketing consultant and project manager for independent marketing consultancy specializing in Internet Marketing, Direc t Marketing, e-Commerce, and

Market Analysis.

Developed and implement a strategic web plan for SMB clientele.

Identified web opportunities as well as improve web site traffic, content and navigation.

Measured web site effectiveness in generating traffic and usage.

Tested web site design, content, and offers through focus groups and online surveys.

IBM, Atlanta GA 1994-1995

Internet Specialist

Subject Matter Expert responsible for assisting small- and medium-sized companies in development of their Internet web sites. Assisted customers in web site

design; identifying user needs for content strategy as well as improving navigation and usability. Speaker at numerous IBM sponsored seminars and conferences as

well as a guest speaker for other organizations. Taught companies how to:

Developed and implement a strategic web plan for SMBs.

Segmented customer base according to needs and developed online solutions.

Identified web opportunities as well as improve web site traffic, content and navigation.

Measured web site effectiveness in generating traffic and usage.

MARKETING ANALYTICS EXPERIENCE

ONEMAIN FINANCIAL, Baltimore MD

Vice President/Marketing Analyst 2010-2012

Responsible for analyzing and reporting results of direct marketing and mass media promotional activities as well as customer profiling. Reports inventory turnover

rates as well as identifying cross and up sell opportunities.

MCCORMICK & COMPANY, Baltimore MD 2007- 2008

Marketing Research Manager

Marketing analyst supporting executive management as well as product, channel and innovation teams. Responsibilities include gathering competitive intelligence,

monitoring wholesale/retail developments, and tracking changes in consumer trends. Supplies data for use with merger and acquisition activity, new product

launches, and developing new distribution channels.

ATLANTA GAS LIGHT RESOURCES, Atlanta GA 2002-2004

Onsite Marketing Consultant

Segmented commercial and residential consumers based upon profitability. Responsible for initiating Customer Satisfaction and CRM programs as well as gathering

and reporting industry trends and competitive activity. Successful in reducing customer churn/improving customer retention, increasing channel sales, and improving

ROI of ad and marketing campaign launches.

BELLSOUTH, Atlanta GA 1995-2000

Senior Marketing Manager

Conducted qualitative and quantitative research. Served as data mining specialist to model data warehouse information (Using MS Access, Cognos, Oracle, and

other analytical tools) to segment customer base. Responsible for gathering, reporting and archiving intelligence on competitors, various demographic markets, as

well as commercial and residential consumers. Managed database marketing programs.

EDUCATION

Georgia State University, M.B.A., Marketing Management.

University of Georgia, B.A. in Journalism and Business Administration.

Scott Hample 2 1/21/2014



Contact this candidate