Marketing Customer Service
Resume:
John Morgan St Petersburg, FL 33701
**************@*****.***
PROFILE Marketing Research and Analytics Leader - Digital and Emerging Media
EXPERIENCE Director of Advertising Analytics
Triad Retail Media, St Petersburg FL March 2014-June 2014
Led a team of Analysts and Client Strategists providing pre- and post-campaign marketing analytics and
insights as well as content optimization recommendations for Triad Retail Media’s digital publisher and
advertiser clients. Publishers included Walmart, ebay, CVS Pharmacy, Toys R Us and Dollar General.
Advertisers consisted of global CPG, consumer electronics, automotive, financial and telecom brands.
• Directed analysts on best practices for the collection and dissemination of data and insights for
digital marketing campaigns using analytics suites including Dart for Publishers, Xaxis, Adobe
SiteCatalyst (Omniture), Google Analytics, Webtrends, Brightcove, Mixpo, Facebook Analytics
and Twitter Analytics.
• Evangelized a culture of experimentation by providing vision and strategy for ad campaign and
content optimization initiatives including ad viewability studies.
• Collaborated with cross-functional teams from Ad Ops, Business Intelligence and Creative to
optimize processes and automate workflow.
• Worked with DMP partners to integrate first-party and third-party data to enhance customer
targeting and segmentation and report on cross-device audience delivery.
• Partnered with Account Management leadership to create new reporting and analytics products
delivering additional revenue to the company.
Senior Marketing Analytics Consultant - Contract
MRM//McCann, Salt Lake City UT October 2013-February 2014
Optimized strategy, analytics, content and design for a major Verizon Enterprise B2B marketing
performance analytics reporting initiative. Managed the collection and presentation of marketing KPIs
from sources including Google Analytics, Salesforce.com, brand equity studies and internal client
databases. Analyzed sales and coupon redemption data for Mobil 1 installer channel promotion.
Marketing Research and Analytics Consultant
Retail Media Insights, North Salt Lake UT 2011-2013
Conducted market research, interpreted consumer and competitive insights and established ROI metrics
and key performance indicators for B2B and B2C marketers, retailers and media companies to guide the
development of effective and efficient sales and marketing strategy and execution.
• Defined sales, marketing and social media strategy for digital place-based advertising network
operator, resulting in a 500% increase in revenues.
• Designed and analyzed campaign optimization test for diabetic test strip kits. Analyzed retail
POS data to measure incremental sales lift resulting from in-store marketing variables and
presented results and recommendations to shopper marketing and brand management.
• Researched competitive landscape, prospective customers and revenue potential for new
industry publications, Web portals and trade shows on behalf of leading Australian publisher.
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300 4th Ave S #520
John Morgan St Petersburg, FL 33701
**************@*****.***
EXPERIENCE Director of Marketing Research and Analytics
(Continued) InStore Broadcasting Network, Salt Lake City UT 2005-2011
Directed cross-functional team of marketing, sales, research and operations professionals for a leading
provider of media and marketing services to retailers and consumer packaged goods manufacturers. Clients
included top retailers including Kroger, Safeway and Supervalu, and major CPG advertisers Procter &
Gamble, Unilever, PepsiCo and Kraft, among others.
• Created data warehouse combining syndicated and proprietary customer, competitive and industry
data to generate insights that supported corporate strategic decision making.
• Leveraged insights gleaned from data to achieve a 400% increase in revenues following execution
of corporate rebranding, repositioning and customer segmentation strategy.
• Developed industry-standard predictive analytics for retail media audience estimation.
• Managed consumer interaction testing project for a shelf-attached interactive digital coupon kiosk
supporting Kroger shopper loyalty program.
• Developed ROI metrics and managed marketing experiments to determine optimal message
strategy to generate incremental sales and customer loyalty.
Director of Marketing and Product Management
Nielsen, Sandy UT 2001-2005
MediaPlan, Sandy UT 1993-2001
Directed marketing, product strategy and customer service for a leading provider of media and marketing
analytics software and services to the advertising industry. Joined the company (formerly MediaPlan, Inc)
as employee #3 and facilitated international growth with client deployments in Mexico, South America and
Europe. Following Nielsen’s acquisition of MediaPlan, helped coordinate the transition of operations to
New York and Florida.
• Managed relationships with major advertising agency clients and grew business by conceiving of
and designing innovative media and marketing attribution analytics products.
• Consulted with marketing and IT management at major advertiser clients, including American
Express, General Motors, Johnson & Johnson, Coca Cola and their agencies to design marketing
analytics data visualization dashboards.
• Implemented the company’s first network, Internet connection, email server and Web site.
Manager, Media Systems / Media Planner
Hal Riney & Partners, San Francisco CA 1990-1993
Internship led to full-time position at this top-ranked full-service advertising agency.
• Developed and implemented media plans and provided client service for national advertiser
accounts including Stroh Brewing, See’s Candies and Alamo Rent-A-Car.
• Evaluated departmental computer needs and recommended purchases of PCs, peripherals and
software.
Washington State University, Pullman WA 1986-1990
Bachelor of Arts, 1990
Major: Communication/Advertising Minor: Business Administration
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