Marketing Manager

Lillian Jiang

**** *. ********* **. **** *** ● Chicago, IL 60608 ● 646-***-**** ● *****.*******@*****.***

SUMMARY OF QUALIFICATIONS

• Hands-on experience with applying advanced analytic methods to answer business questions, with proven

commitment to meeting critical business objectives

• Extensive experience and deep understanding of CPG industry, manufacturers and retailers. Solution-driven

experienced market researcher with solid background in quantitative and qualitative research

• Demonstrated skills in Point-of-Sale (POS) data analytics, sampling & projection strategies, database marketing,

direct marketing, customer segmentation/clustering, CRM, shopper marketing strategies and project management

• Comprehensive working knowledge and hands-on experience with SAS, SPSS, R, and SQL

• A remarkable independent self-motivated researcher and team player with excellent analytical and communication

skills

EDUCATION BACKGROUND

University of Illinois at Chicago, IL 2003-2009

• Ph.D. in sociology

PROFESSIONAL EXPERIENCE

Geometry Global

Associate Director, Modeling & Analytics 04/2013-present

• Lead Geometry Global Analytics Chicago office. Continue managing analytics requests from external and internal

clients, design measurement plans for marketing programs designed for different touch points on shoppers’ path to

purchase, which ultimately help to optimize program effectiveness and ROI

• Extensive hands-on experience with a variety of analyses – Marketing Mix Modeling, Multivariate Regression,

Hierarchical Bayesian modeling, Logistic Regression, Time Series Analysis, Conjoint Analysis, Geo-targeting,

ANCOVA, Market Share Analysis, Segmentation Study, Survey Design and Analysis etc.

• Serve as a key member from the analytics team in new business pitches, show case analytics capabilities/case

studies, scope new analyses, create measurement plans and define research methodologies

• Provide guidance and training to analysts to make sure timely deliverables with high quality

Analytics Supervisor, Modeling & Analytics 02/2012-03/2013

• Executed marketing mix modeling analyses on clients’ shopper marketing tactics in various retailers to compare

and contrast effectiveness and efficiency. Conducted scenario analyses to simulate different spending outcomes,

calculated ROI by tactic to identify optimal shopper investment combination to maximize return

• Created control and test customer surveys and analyzed survey results to understand customers’ attitudinal change

after being exposed to shopper marketing activations or sample trials, comprehensively understood program

awareness, brand affinity, product efficacy and purchase intent

• Combined attitudinal, behavioral and marketing mix modeling study to deliver holistic perspectives and

recommendations on clients’ shopper marketing activations, helped clients and internal planners to optimize

shopper marketing plans

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SymphonyIRI Group 03/2010-02/2012

Research Lead, Manager at Analytics, Research & Development

• Applied sampling theories and methodologies to strategically maintain samples in all outlets and geographies to

ensure sample integrity, representativity, randomization and efficiency. Designed and executed sample plans to

select new sample stores, substituted closed or uncooperative sample stores to reflect change in the population.

Assessed impacts of sample change to clients’ syndicated or customized database

• Utilized statistical methodologies to maintain current projection systems for all outlets and developed

new/customized projection systems. Analyzed store POS data to understand brand, category, and promotional

trend in the CPG industry. Incorporated advanced statistical models and different data sources to ensure quality

and accountability of projections

• Supported SIG over 1000 certified measures, consulted with clients and client solutions team to ensure accurate

interpretations and correct applications of a wide range of measures, provided insights on how measures reflect

clients’ product distribution, market share, sales trend, and merchandising effectiveness in light of competitor’s

behavior in the marketplace

• Oversaw and instructed a team of junior analysts, monitored project progress and work-flow to assure

achievement of delivery commitments

Anthem Marketing Solutions 04/2009-03/2010

Marketing Analyst

• Initiated a comprehensive customer database derivative from the census and other data sources with millions of

observations, designed to understand customers’ behavior and geographical locations, to further identify new

potential customers and optimize clients’ marketing activities

• Combined and analyzed clients’ customer database with other syndicated database (Simmons, Nielsen, NPD etc).

Executed segmentation analysis based on customers’ purchasing behavior, demographic characteristics and

lifestyles. Recommended different marketing tactics to significantly reduce cost of direct marketing

• Played a crucial part in project planning, data analysis and results delivery, proactively interact with clients to

understand marketing objectives, suggested creative research approaches, delivered analytical findings and

business implications

SKILLS AND ACTIVITIES

• Advanced proficiency with Microsoft Office (incl. Word, Excel, PowerPoint etc.)

• Excellent written and oral communication skills, bilingual in English and Mandarin Chinese

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