Customer Manager

DAVID S. MEHRING

www.linkedin.com/in/davidmehring • ************@*****.*** • 216-***-****

CUSTOMER INSIGHTS PROFESSIONAL

Omni channel marketer with significant experience crafting direct, electronic and social communications that

differentiate brand and build engagement with the customer. Sophisticated segmentation strategies and in depth, post

promotion analysis identify productive audience populations and inform prospecting activities. Demonstrated

strengths in process automation and standardization will leverage organizational efficiencies while aggressive

customer acquisition and retention campaigns can maximize ROI.

Campaign Management Persona Creation ExactTarget, SMS/Mobile

Lifetime Value Analysis Circulation Planning Acquisition Strategies

Path to Purchase Discovery Audience Engagement Retention Communications

Customer Loyalty Programs Demand Forecasting Survey Development

PROFESSIONAL EXPERIENCE

ARHAUS FURNITURE, Walton Hills, OH 2013 to 2014

60 store home furnishings retailer headquartered in NE Ohio

DIRECTOR OF CUSTOMER INSIGHTS & ANALYTICS

• Responsible for circulation planning, demand analysis and forecasting for Arhaus’ direct mail programs

o 12M mail pieces generating more than $200M in annual sales for the Furniture LOB

o 5.8M catalogs generating $13M annually for the Jewels LOB

• Manage development of customer personas utilizing focus groups, surveys and SKU level order analysis to

create four distinct Arhaus customer populations

o Leverage research outcomes to develop channel, cadence and content specific communication

strategies that maximize message engagement within each audience

• Introduce lifetime value and order curve analysis: allocate greater productivity to direct mail programs and build

business case for more aggressive prospecting efforts

o Customer house file growth of 115% [567,300 to 649,100] year over year

o Last 12 month customer file count increase of 134% [78,500 to 126,400]

• Migrate customer facing email communications from Cheetah Mail to an ExactTarget Enterprise 2.0 platform

o Implement automated email messaging and address acquisition strategies

o In store email collection efforts and SPIFs, social capture and online contests have grown email file

from 150,000 to 700,000 records.

MEDICAL MUTUAL, Cleveland, OH 2011 to 2013

$1.2B privately held health care insurer

SENIOR INTERACTIVE MARKETING STRATEGIST, DIRECT TO CONSUMER [INDIVIDUAL] MARKET

• Created enterprise wide communication initiatives to support business priorities

o Built member engagement via direct and interactive channels [mail, email, social]

o Led cross functional project teams to automate and digitize member communications

o Developed electronic broker messaging strategy [saving $360,000 in paper and postage]

• Managed enterprise wide email communications utilizing ExactTarget Enterprise 1.0 platform

o Doubled volume year over year [2M to 4M]; grew house file 166% [from 250,000 to 380,000 records]

o Automated email campaigns for member onboarding, policy documentation and claims messaging

• Internal subject matter expert on interactive campaigns: from project planning through execution

o Channel specific content, best practices and industry standards; testing, KPIs and success metrics.

Page 2 DAVID S. MEHRING

AMERICAN GREETINGS, Cleveland, OH 2009 to 2010

$2.0B greeting card and social expression company

MARKETING MANAGER, PHOTOWORKS.COM

• Created segmentation and contact strategies for 2M record customer file

o Sending 3.5M messages per month and generating $1M in annual sales

o Improved email message delivery percentages from 42% to 98% within 60 days

• Initiated event triggered messaging strategies, creating $30,000 per month in incremental revenue

• Developed/implemented season specific promotions for email, web, direct, and social channels

o Cross sell and prospecting campaigns across American Greetings brands.

MARKET STRATALYTICS, Cleveland, OH 2008 to 2011

Direct marketing and e commerce consulting practice

PRINCIPAL

• Developed marketing strategies and implemented branding/positioning efforts for Merrick House, Nature

Center at Shaker Lakes, Ireland Phillips Law LLC, Smart Monkeys LLC and The Strong Bindery.

STYLIN’ CONCEPTS, WHITNEY AUTOMOTIVE GROUP, Independence, OH 2006 to 2008

Privately held, $50MM truck and SUV aftermarket accessories retailer

MARKETING ANALYST

• Analyzed search rankings, monitored traffic/conversion rates; measured performance of interactive programs

and profitability of paid search terms

o Created contact strategies to support direct, seasonal, merchandise and channel initiatives

• Managed circulation planning and prospecting activities for three catalog titles

o 8M books mailed annually generating sales of $32M.

HOME SHOPPING NETWORK, Cleveland, OH 2003 to 2006

Improvements Catalog is part of a $100M direct mail and e commerce division of HSN based in NE Ohio

SENIOR MARKETING ANALYST

• Implemented annual promotion plan for Improvements and Home Focus catalogs

o Circulation of 65M books generating more than $72M per year

o Generated weekly financial analysis and reporting for all marketing initiatives.

OTHER

EDUCATION

• B.A., Advertising, Michigan State University

• Member, Phi Kappa Psi Fraternity.

COMMUNITY ACTIVITIES

• ExactTarget Communities Cleveland, Founding Member, 2012 to Present

• Cleveland Web Association Treasurer, 2011 to Present

• Tremont West Development Corporation, Board of Directors, 2006 to 2011

• Metro North Block Club, 2004 to Present.

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