Marketing Project Manager

Raquel Mercado-Benik

** ******* **** ******* *****, NY 11722 • ********@*****.*** • 347-***-****

Marketing Analytics Professional

Strategic Reporting & Analysis / Email & Direct Marketing Campaigns / Digital Marketing / Database Marketing

Experienced marketing professional with a proven record of delivering customer-centric analysis, reporting, and queries while implementing marketing tactics to accelerate product development and business growth. Adept at identifying and implementing direct and digital marketing tactics that support organizational objectives while optimizing campaign effectiveness. Areas of expertise include:

Digital Marketing Analytics

Acquisitions Diligence & Valuation

Google Analytics

Search Engine Optimization

Email Marketing Strategies

Data Collection, Analysis & Reporting

Campaign Testing, Planning & Reporting

Research & Strategy Development

Staff Supervision, Training & Leadership

SQL Queries

Professional Experience

Cablevision - Bethpage, NY

Direct Marketing Analyst (2016)

Contributed to direct and digital marketing initiatives by analyzing trends, drafting spreadsheets and graphical documentation, suggesting improvement strategies, and tracking conversion rates and sales garnered by marketing implementations.

Streamlined campaign operations by collaborating with agencies and sales team to plan and execute direct marketing tactics, call volume reports, and oversee campaign categorization processes.

Improved marketing processes by analyzing campaign drop results in comparison to other campaigns and email trends, and collaborating with Marketing teams to determine direct mail campaign needs.

Maintained service standards by conducting quality assurance on email drop quantities provided by database team and vendors, promptly reporting email and direct mail activity to appropriate vendors, and monitoring Mail In-Homes deliveries.

Demonstrated analytics expertise by extracting email results from vendor dashboard, scrubbing data for discrepancies in campaign information, and analyzing and reporting sends, bounces, click-throughs, unique opens and unsubscribe rates.

Administered direct mail budget by updating mail quantities, postage spend and cost per print.

Cushman & Wakefield – Boston, MA

Senior Research Analyst (2011 to 2013)

Provided vital market analytics to senior brokers, developing impactful presentations (graphs, diagrams and summaries) to augment the bidding and proposal process.

Extracted, summarized, and presented on a wide array of statistical data, including data on the economy, local demographics, education, gas prices, unemployment, local business, and industries; authored quarterly, mid-year, and annual local market reports detailing economic overviews, commercial real estate trends, and performance outlook for various sub-markets in Boston.

Time Warner Cable (NY & NJ) – New York, NY

Senior Marketing Analyst (2006 to 2011)

Promoted to Senior-level role to provide vision and leadership in all areas of marketing analytics for this leading multibillion-dollar cable provider.

Supported Senior Executives by analyzing key market data and indicators, ultimately informing critical decision making and strategy development goals. Partnered with President, Regional Vice Presidents, Vice Presidents and Directors to identify data needs and deliver competitive analysis. Monitored, tracked, and reported marketing activities, including campaign performance and subscriber activity. Prepared and delivered marketing presentations. Utilized Cognos tools and writing SQL queries to analyze database data, writing complex SQL queries to pull results. Designed and integrated weekly reporting processes for migration, acquisition and revenue.

Optimized direct and e-mail marketing response by establishing demographic segmentation while successfully implementing database marketing strategies, growing campaign rates by 3X.

Pioneered numerous competitive analysis campaigns, including a successful initiative to identify defecting customers during the launch of Verizon’s FiOS video service. Created evolving analysis structure to enable the identification of key demographics, tenures, and service records, offering a recommendation on increasing customer retention.

Spearheaded the implementation of database marketing tactics utilizing e-mail and direct mail lists for Pay and Upgrade campaigns, triggering measurable rate improvements across for several products / services.

Developed and utilized complex tracking reports enabling improved data reliability and communication between departments and executive stakeholders while informing marketing strategies.

Launched customer retention programs, including discounted service agreements, and automated intermediate rates for customers rolling out of an introductory offer. Participated in planning, executing, supporting, training and analyzing.

Supervised and trained a direct report in enforcing early termination fees and researching accounts via CRM tools.

Independent Contracts Guru Project Voodoo Magix – Various Locations, NY

Marketing & Promotions Agent Project Manager Marketing & Operations Executive (2002 to 2006)

Established market segmentation strategies and coordinated key aspects of brand creation across multiple, freelance engagements.

At Guru, partnered with CEO to aid in the development of company business plans and branding strategies; conducted competitive marketing analyses, managed Web site creation and launch, and oversaw design and development teams; and spearheaded targeted online marketing promotions and viral marking initiatives.

At Voodoo Magix, served as driving force in establishing business objectives and marketing strategies.

American Express – New York, NY

Marketing Analyst (2001 to 2002)

Provided oversight for technical team responsible for implementing online marketing programs. Performed needs analysis across 23 product teams, providing acute critical analysis of data to support strategy development and performance goals.

Worked with product, technical, cross functional and senior management teams to collect requests for URLs, banners and other internet marketing promotions, communicate project requests, deadlines and weekly credit card acquisition results, and coordinate system upgrades.

Monitored project launches for 8 major products by maintaining log, project timeline and tracking progress.

Tracked legal and compliance requirements that would change copy or site layout, and updated website accordingly.

Collected and assessed credit card acquisition data via Internet using source code technology, performing analysis with Access. Provided acute critical analysis of data to improve strategic decision making.

While serving in position, contributions resulted in establishing the internet as the top acquisition channel.

Allowed senior management to make better strategic decisions and easily reported results of internet channel by enhancing reporting system utilizing Access.

Educational Background

Bachelor of Science in Marketing New York University, Stern School of Business – New York, NY

Online coursework includes:

Digital Marketing Analytics, Google Analytics, Search Engine Optimization, Blogging, HTML, CSS & SQL

Technical Proficiencies:

Windows & Mac OS, MS Office Suite, Lotus Notes, Adobe Photoshop & Illustrator

HTML, CSS, SQL,Cognos, Unica & Alterian Campaign Management

Google Analytics, Moody’s Analytics, Property & Portfolio Research, CoStar, RealQuest, Real Capital Analytics

Contact this candidate