John LaPierre 203-***-****

ad0brq@r.postjobfree.com www.linkedin.com/in/johnlapierre

digital marketing strategy, analytics & operations leader

John is a highly adaptable Digital Marketing leader. He takes a mosaic approach to strategy and analysis by combining primary research, financial analysis, industry data, advertising plans, business case modeling, and campaign results to give marketers insights that allow them to have the confidence to make better informed decisions. He has led projects that have helped drive profitable growth through marketing ROI analysis, customer lifetime value (CLTV) models, revenue forecasting, marketing mix optimization, customer journey mapping, and customer segmentation for advertisers such as Caesars Sportsbook, Delta Airlines, Kraft Foods, Pfizer, Subway, Unilever, Verizon, and The Hartford. He is a specialist who has successfully built and led marketing analytics teams with full P&L accountability. John has helped launch and manage marketing campaigns in travel, healthcare, telco, fast-moving consumer goods, financial services, and quick serve restaurants. He is passionate about the digital ecosystem given its dynamic ever-changing technologies, consumer behaviors, and data sources.

Core proficiencies

• Digital Marketing Strategy • Campaign Management • Cross-Functional Team Relationships

• CRM / Retention Programs • Team Leadership • Customer Journey Mapping

• MTA, MMM & CLTV • A/B, Lift Testing • Performance Reportinng & Analysis

Business Accomplishments

Drove a 16% increase in Subway’s marginal ROI against a 10% increase in spend by influencing the broader adoption of marketing mix modeling through improved transparency and mix.

Recognized 49% lift in lead conversion rate through targeted acquisition strategies that grew the Verizon FiOS first-party audience by 50% in 6 months post DMP activation.

Delivered lifts in incremental profits of 50% and 114% using controlled testing in paid search and programmatic media respectively for LoveSac, a multi-channel, multi-product furniture retailer.

Realized 280%+ increase in quote completion rates and $750K in incremental revenue by leading all A/B & multivariable testing within online sales flow for The Hartford Financial Services Group.

Identified $1.5MM in budget reallocation opportunities through multi-touch attribution modeling for Verizon FiOS generating 20% increase in sales leads at 17% lower CPA.

Saved Subway $3MM annually by building organizational trust and leading the transition of CRM/Loyalty marketing campaign strategy, analysis, and segmentation from external agencies to internal Analytics team.

Recruited by COO to create and lead Agency’s first Analytics practice; Beat year one revenue goal by 10% through consultative selling, analytical service delivery and hiring Analysts.

Handpicked by The Hartford to guide KPI development efforts that improved visibility into core business drivers and informed marketing campaign goal planning.

Experience

CAESARS SPORTSBOOK & CASINO Jersey City, NJ (12/2020 –02/2023)

Director, Marketing Measurement & Insights

Nurtured, grew, and led a 5-member Marketing Measurement & Operations team during steep growth/expansion and rebrand phases to achieve aggressive customer growth (CAC) and profitability (CLTV) goals.

Drove the evolution of marketing measurement to include the use of click attribution, econometric modeling (MMM), and A/B & multivariable testing in tandem to guide targeted near and longer-term growth strategies.

Developed customer growth plans and forecasts including media channel mix, KPIs, and test and learn agendas; partnered with media agencies supporting TV, radio, search, social, display, programmatic OLV, and affiliate channels to drive in-flight campaign optimizations across multiple states, products, and channels.

Led weekly cross-functional media performance reviews with CMO; partnered with Growth, Media, Creative, Promotions, Product, BI, and Engineering teams to influence and prioritize customer data roadmaps.

John LaPierre Resume Page 2

SUBWAY FRANCHISE WORLD HEADQUARTERS Milford, CT (11/2018 –05/2020)

Director, Digital & Customer Analytics

Led a 7-member Digital & Customer Analytics team focused on measuring multi-channel lifecycle (acquisition, retention) marketing effectiveness on store traffic, franchisee profits, customer loyalty and lifetime value (LTV).

Led initiatives that drove a 16% increase in Subway’s marginal ROI against a 10% increase in spend by influencing the broader adoption of marketing mix modeling through improved transparency and mix.

Saved Subway $3MM annually by building organizational trust and leading the transition of CRM/Loyalty campaign strategies, learning agendas and segmentation from external agency to internal Analytics team.

STELLA RISING Westport, CT (01/2016 –11/2018)

Senior Vice President, Analytics & Digital Operations

Led Analytics & Digital Operations teams that set measurement and analytics standards, defined measurement strategies and helped accelerate client growth & satisfaction across a large portfolio of FMCG (beauty, cosmetics) brands.

Delivered lifts in incremental profits of 50% and 114% using controlled testing in paid search and programmatic media respectively for LoveSac, a multi-channel, multi-product furniture retailer.

Achieved significant growth in brand awareness (+32%) and household penetration (+7%) via correlations between brand tracker and shopper/POS data; Insights informed dollar volume forecasting and channel mix optimizations.

MOXIE New York, NY (11/2014 –12/2015)

Senior Director, Analytics

Led Analytics team supporting customer acquisition efforts through programmatic media optimization and attribution modeling; Functioned as trusted advisor to senior advertiser clients.

Recognized 49% lift in sales conversion rate growing Verizon FiOS first-party audience by 50% in 6 months post DMP launch through first party data onboarding, 1:1 prospect matching, and robust retargeting.

Drafted digital media optimization plans using multi-touch attribution modeling – initial efforts identified $1.5MM+ in acquisition focused budget re-allocation opportunities for Verizon FiOS.

PRIMACY Farmington, CT (01/2011 –11/2014)

Vice President, Analytics

Built entire team and Analytics practice from scratch – managed full P&L responsibility and beat year one revenue goal by 10% through consultative selling, net-new analytical service delivery and hiring Analysts.

Led enterprise digital testing and experimentation (A/B, multivariable) program including process and innovation across online customer acquisition and retention journeys – realized 280%+ increase in auto quote completion rates and $750K+ in incremental revenue for The Hartford.

Handpicked by The Hartford to guide OKR and KPI development that improved visibility into core business drivers and informed marketing campaign goal planning.

Additional Experience

Director, Digital Analytics RYAN PARTNERSHIP (Wilton, CT)

Director, Research and Analytics 360i (New York, NY)

Associate Director, Strategy & Analytics MODEM MEDIA (Norwalk, CT)

Supervisor, Database Marketing, Operations, & Analysis WUNDERMAN (New York, NY)

Senior Marketing Analyst LILLIAN VERNON CORPORATION (New Rochelle, NY)

Research Analyst CITICORP POS RETAIL INFORMATION SERVICES (Stamford, CT)

Technical skills

Marketing Mix Modeling (& Multi-Touch Attribution) solutions, Excel, SQL, Google Data Studio, Power BI, Power Query, Power Pivot, Google Campaign Manager, Google Analytics, Google Ads, Google Tag Manager, Facebook Ads Manager, Adobe Analytics, Adobe Target, Adobe Audience Manager, Tableau, TheTradeDesk, AppsFlyer, comScore, Brand Studies

Education

B.A. – Bachelor of Arts in Communications, University of Bridgeport

Social Contributions (2005 – Present)

Volunteer with the SCOTTY FUND preparing & delivering meals to children with life-threatening and critical illnesses and their families.

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