Marketing Management

Frederick (Fred) Tinio

714-***-**** • **********@*****.***

A dynamic, polished, energetic and team-spirited professional with outstanding core strengths with 18+ years in CRM, Marketing Automation and Business Analytics. Strengths in both B2C and B2B organizations in a variety of cross industries - achieving strong results from recommending, designing and implementing various marketing technologies. Accurate and highly ethical in all business and personal relationships. EMPLOYMENT HIGHLIGHTS

Senior Principal Consultant March 2015 - Present

ASCI – Analytics Solutions Consulting Inc. – Orange County, CA

• Incorporated in 2010, ASCI provides small business and corporate clients customer-focused solutions by assessing, understanding and providing a strategic vision addressing improved business processes, change management initiatives and enterprise marketing solutions while providing corporate cost savings through improved data understanding and defined process definition and user adoption. Subject matter expert in CRM, customer experience, analytics, campaign design, development, execution and reporting analysis. Core Competencies:

þ Strategic marketing planning and multi-wave campaigns þ Identify GAPs and leverage best industry practices þ Data mining and advanced business analytics

þ Marketing research and leveraging customer behaviors and economic analysis þ Marketing automation and campaign design management þ Customer experience and service excellence

þ Social media development

Senior Manager (Senior Managing Consultant) January 2012 - March 2015 IBM Global Business Services – USA

• Led early engagement activities for IBM GBS Global Partners supporting Enterprise Marketing Management pre/post sale activities including RFI and RFPs. Conducted marketing maturity assessments for clients embarking on transformative omni-channel marketing capabilities. Managed project sizing, project scoping, bids and proposals for all marketing engagements involving various IBM EMM product suites. Helped clients achieve new and sustainable business value by formulating customer strategies, managing change and setting direction for new transformation and customer focused business models. Worked collaboratively with various clients across multiple industries to provide solutions to many of the most difficult customer-facing challenges organizations face today. Provided expert analysis, business planning, vision development, project planning, business case creation and ultimately linking strategy to execution in ways that built continuous improvements and success. Achievements:

þ Senior advisor on all marketing activities such as acquisition, retention, cross-sell and loyalty programs þ Supporting all pre/post sales activities, including presentations to C-level executives on IBMs best practices þ Marketing technology, reporting and analytics (various IBM EMM software, Unica Suites, SPSS and SAS) þ Marketing solutions, application and integration architecture design þ Interactive marketing solution design

þ Marketing program design & analytics best practices þ Marketing process mapping & design

þ Marketing strategy, transformation & implementation þ Segmentation strategy and project management

þ User education, training & coaching

Consultant, Database Marketing and Analytics October 2009 - December 2011 Kaiser Permanente – KFORCE Inc., Burbank, CA

• Managed third party vendor relationships including campaign management, analytics and segmentation. Managed National Medicare line of business to incorporate campaign strategy, list management/execution and development using newly created data-mining models into test segments. Also, implemented strategy into other business lines such as KPIF (Kaiser Permanente Individual and Family) and SBU (Small Business Unit) and retention. Assisted in development of campaign execution and reporting standards. Achievements:

þ Developed and managed Medicare campaign management process via UNICA þ List management - worked with external vendors and various internal groups to obtain lead, prospect, member and terminated member data

þ Post campaign deployment and analysis of the effectiveness of various Medicare marketing initiatives þ Managed business document requirements for data collection processes to be used for campaign management and segmentation purposes

Business Consultant March 2010 - July 2010

USAA – Hewlett Packard, San Antonio, TX

• Evaluated campaign management, segmentation, and response modeling through data processes and execution procedures. Gathered and documented current as is to future to be requirements needed for campaign transition from Epiphany/Aprimo to Unica Suite. Assessed annual campaign planning and execution cycle process to explore future opportunities for enhancements and to align with current best practices and industry standards. Achievements:

þ Gathered data and business requirements for transition from Epiphany/Aprimo to Unica þ Analyzed current annual budget process and proposed more efficient strategy process for accurate forecasting þ Developed campaign management requirements from current as is state to future to be state including gap analysis

þ Documented business requirements documents for campaign plan and execution future state process þ Recommended future state campaign management strategy from annual plan to execution to be utilized enterprise-wide for integration into a fully optimized sales and marketing organization Manager, Business Analytics & Campaign Management October 2007 - April 2009 DIRECTV, El Segundo, CA

• Roles and responsibilities included management of all direct mail, outbound telemarketing, auto-messaging and email campaigns. Coordinated with business owners on most effective marketing tactics utilizing available data models, cross-selling, data demographics, etc. Provided campaign management execution and reports via SAS, Unica and Cognos and often tested various segments to validate campaign efficiency. Provided senior executives with key findings and analytics results used to combat churn, cross-sell and upgrade existing customers. Achievements:

þ Transitioned Unica Campaign Management Tool from outsourced vendor to in-house within DIRECTV þ Implemented business rules associated with Unica 7.2 suite via Targetbase (vendor used for migration) þ Managed and supported upgrade marketing, pay-per-view marketing, and sports marketing - over 70+ campaigns per month executed through Unica 7.2

þ Provided campaign analytics reporting on all marketing campaigns including upgrade marketing, pay-per-view marketing, sports marketing, direct sales, acquisition marketing, retention marketing þ Advised segmentation schema to business owners for various marketing projects to ensure proper ROI þ Managed, documented and implemented all pre/post campaigns and analytics þ Managed ad hoc campaign and analytical projects as needed by DIRECTV þ Developed statistical models and campaign matrix to be used for segmentation of various marketing campaigns þ SAS Enterprise Miner, SAS Enterprise Guide and Unica 7.2 Campaign Management Expertise Senior Analyst, Customer Relationship Marketing July 2007 - October 2007 Lucky Brand Jeans – Liz Claiborne Inc., Vernon, CA

• Job duties included sales forecasting, reporting on various marketing campaigns. Purchased third party data demographics through RR Donnelly and implemented key finding for customer segmentation and other future marketing tactics. Coordinated and managed vendor management relationships. Achievements:

þ Analyzed the effectiveness of various marketing initiatives and revised existing programs for increased ROI þ Advised senior executives with insights to reduce direct marketing costs through segmentation and drop ship options reducing first class postage to standard class / bulk mail þ Created CRM training manual to train store employees to capture most accurate information Senior Analyst, Marketing Database & Segmentation June 2005 - July 2007 Automobile Club of Southern California, Costa Mesa, CA

• Experience utilizing project management techniques including change control, risk management, variance analysis and status reporting. Provided and built partner relationships with all ACSC product lines across the board. Achievements:

þ Analyzed the effectiveness of various marketing initiatives and revised existing programs for increased ROI þ Advised senior executives with project findings and validation results to enhance future marketing ROI þ Modeling/segmentation results and provided critical recommendations through presentations and reporting þ Managed and implemented all data modeling support activities for the team, pre/post implementation þ Developed statistical models to be used for segmentation of various marketing campaigns þ Built 65+ data models using SAS Enterprise Miner and implemented final model scores to database þ Advanced Data-modeling: Logistic/Linear Regression, Neural Networks, Naïve Bayesian, Cluster/Tree Analysis þ SAS Enterprise Miner, Campaign Management Expertise þ Executed 500+ SAS Campaign Management requests

þ Managed all insurance products (auto, home, life, watercraft) direct mail campaign requests for ACSC state territories - Southern California, Texas, New Mexico, Hawaii and Northern New England þ Segmentation project plan coordination and implementation þ Completed several marketing research profiles and analysis for surveys þ Provided executives data modeling and segmentation findings with critical information based on model findings þ Ad hoc auto, home, life Insurance, finance and travel reporting and match backs þ Profiled data demographics acquisition/emerging markets for new member and cross sell acquisitions Senior Analyst Clinical Systems, Systems Solutions and Deployment Unit February 2005 - June 2005 Kaiser Permanente, Pasadena, CA

Achievements:

þ Team member on the Chart View Clinical System implementation project for Kaiser Permanente HealthConnect þ Support function to the site manager/team lead with which they are partnered þ Actively participated and led in analyzing data and developing recommendations and action plans þ Provided direct support to work teams as appropriate þ Developed end user lists through extensive analytical work through support plans to the assigned site þ Built partner relationships with the local site þ Provided direct support to clinicians at the medical center during go live of clinical systems þ Presented Chart View Clinical Systems overviews at high level technical standpoint on site þ Managed the local project work plan in conjunction with the site manager/team lead þ Assisted in the testing of new products prior to implementation at local site þ Developed/revised regional policies and procedures for local implementation of KP HealthConnect at assigned site

þ Produced workflow diagrams and assessed project impact on workforce þ Instructed and educated key employees on specific aspects of projects þ Managed support activities for the team, post-implementation þ Provided phone support during initial launch period Segmentation Statistician Consultant, Database Marketing July 2001 - January 2002 Automobile Club of Southern California, Costa Mesa, CA Achievements:

þ Utilized various database marketing techniques statistical profiling, data modeling and direct response analysis þ Developed statistical models utilizing Unica Software Affinium/Model 1 þ Provided modeling results and recommendations to senior executives þ Built 30 data models using Unica Model 1 and implemented final model scores for mail merges þ Analyzed effectiveness of various marketing initiatives and used the data to appropriately maintain or revise existing programs or develop new programs

þ Managed data modeling support activities for the team, post-implementation þ Identified key variables that quantified impact on various marketing campaign performance þ Evaluated performance reports that showed relative economic value of various marketing campaigns þ Provided executives data modeling findings and information of which segments to mail based on model findings þ Created in-house modeling handbook and training module for internal employee use Data-mining Modeler Analyst, National Database Marketing November 1997 - May 2001 AT&T Wireless Services, Inc. – Los Angeles Cellular Phone Company, Cerritos, CA Achievements:

þ Predictive data-mining/segmentation modeling using Unica Model 1 - responsible for 12 national market groups þ Utilized corporate business practices to identify predictive churn elements in the industry þ Provided program results and recommendations for improvements to marketing implementation and strategy þ Coordinated cross-functional teams, including external creative partners, in development of programs/products þ Developed inbound/outbound customer database lists for proactive marketing teams throughout the country þ Created, managed and implemented revenue-generating direct response (including electronic marketing) programs

þ Developed statistical models used for campaigns for proactive inbound/outbound CBM programs þ Identified key variables that quantified impact on various marketing campaign performance þ Maintained database script/upgrades with old/current dialers including Davox/CBIS result codes þ Evaluated performance reports that showed relative economic value of various marketing campaigns þ Assisted in system integration - including internal system maintenance and upgrades þ Knowledge of various database data-demographic organizations: Experian, Household, Targetbase, Claritas, NCR, Globalware, Microvision, Acxiom

þ Provided executives data modeling findings and information of which segments to mail based on model findings CORE STRENGTHS

• Understanding of B2C/B2B policies, telecommunications, healthcare/insurance, media and other industries

• Significant experience (18+ years) in operational marketing management including systems/applications integration and implementation with progressively more complex responsibilities and accountabilities

• Strong skills in critical thinking and analysis, meeting facilitation, excellent verbal and written communications and interpersonal interactions (e.g. partnering, conflict management, consultation, etc.)

• Experience with workflow design and systems/applications configuration including database management systems

• Statistical analysis and advanced data mining tools to build multivariate statistical and decision support models

• Develop statistical models to be used for various internal/external direct marketing campaigns

• Ability to address and analyze direct marketing/segmentation campaign programs using predictive analysis and techniques in customer profiling and develop models to gain insights into customer behavior

• Ability to determine key business issues and develop appropriate action plans from multi disciplinary perspectives

• Identify model variables and quantify their impact on marketing campaign effectiveness

• Involved in the definition of requirements and high level design for implementation of vendor/client systems

• Team member leading development, coordination and execution of testing for workflows and interfaces

• Interfaced with C-level executives, senior management, product management, marketing, sales, legal and other departments to ensure that required marketing solution packages are designed and produced to client standards

• Enthusiastic, creative, experienced marketing systems/application solutions architect with a “can do” attitude EDUCATION

Bachelor of Science, Telecommunications Management, DeVry Institute of Technology, Pomona, CA References and supporting documentation furnished upon request

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