Project Management Marketing Analytics

Brian K. Pierrotti

205-***-**** *****.*********@*****.*** www.linkedin.com/in/brian-pierrotti-7288874/ Childersburg, AL 35044

Veteran of the U.S. Navy with over 27 years of experience in marketing and marketing analytics, dedicated to guiding teams in delivering analytical expertise and driving revenue growth for organizations. Renowned for employing a calculated and systematic approach to achieve positive business outcomes through effective organization and execution of critical projects. Committed to fostering proactive communication, collaborative goal-setting, and idea exchange among team members to ensure high productivity levels and successful project execution.

Core Strengths & Technical Skills

Project Management – Third Party Management – Creative Problem Solving – Personnel Management – Budgeting – Acquisition and Retention Strategist - Strategic Thinking – Talent Development - Data Interpretation – SEO & SEM Marketing – Segmentation – Campaign Management – Customer Research – CRM Databases - SQL & SAS Programming Languages – Data Management – Reporting – Ad Hoc Analyses – Analytics – Google Analytics & AdWords - Teradata – Various MCIF Systems – SPSS – SAS Enterprise Guide – SAS Marketing Automation – Microsoft Office – Hubspot Marketing Platform – Internet Lead Management – Podium Texting Platform

Career Progression

Triton Management Group, Montgomery, AL 2019 – 2024

Director of Marketing

Leads all organizational marketing initiatives and oversees the development and execution of a comprehensive marketing strategy for over 60 business units across two lines of business: financial services for the underbanked and retail/pawn operations.

Increased new volume by over 200% through proper campaign management, operational decisions, as well as aligning Marketing efforts to Operation’s objectives.

Manages third party vendors to mail over 500K pieces per year for both acquisition and retention campaigns.

Manages(internally and agency) social media, television, and radio for both brands.

Works closely with compliance and operations to maintain ethical lending practices and messaging.

Through marketing operational optimizations holds the business to an acceptable cost per funded loan of $95 or less.

Works closely with 3 credit bureaus; Equifax, TransUnion, and Clarity/Experian for new customer acquisition efforts.

Education Corporation of America, Birmingham, AL 2010 – 2018

Director of Marketing Analytics & Internet Lead Management

Manage the department responsible for measuring and reporting on marketing programs for ECA's five brands: Virginia College, EcoTech Institute, Golf Academy of America, New England College of Business, and Brightwood College. Develop comprehensive marketing reports and conduct ad hoc analyses to support strategic decision-making. Oversee all aspects of the internet lead generation cycle, from lead generation to delivery, by applying analytical insights and collaborating with key vendors to ensure lead sources are effective and within cost targets.

Vital organization resource for strategic analysis to drive optimal decision making.

Worked in concert with Advertising Department to maximize efficiency of advertising spending across media types (television, radio, outdoor, magazine, direct mail, yellow pages, direct mail, internet leads, and web site).

Optimized efficiency among various providers within those mediums.

Formulated go-to budget format for marketing and finance group to simplify processes as company grew.

Oversaw major paid internet lead channel through management of multiple paid lead agencies and testing new lead channels to attain acceptable CPS; paid channels surpassed $20M of marketing’s overall budget and acceptable CPS of under $1.5k per acquisition.

Regions Bank, Birmingham, AL 2003 – 2010

Database Marketing Analyst/MGR (VP)

Administer and lead the data execution of acquisition, retention, cross-selling, and relationship management campaigns across direct mail, email, call centers, and branches. Collaborate with marketing managers and vendors to understand program objectives and target audiences, translating these into technical requirements within a SAS environment. Generate actionable insights through the analysis of customer attitudinal and behavioral data. Oversee the evaluation of all campaigns and programs, identifying key cross-selling opportunities.

Successfully governed database marketing group through Regions/AmSouth merger in 2007 maintaining business campaign activity, facilitating pilot campaigns and analysis, and all legal merger communication while functioning on two different marketing databases.

Attained quicker turnaround time on ad-hoc and standard reporting for senior leadership, corporate marketing, and 1.5k branches by growing marketing data analytics group to 5 analysts.

Previous Experience

SouthTrust Bank, Birmingham, AL: Data Warehouse Marketing Analyst (AVP)

Hibernia National Bank, New Orleans, LA: Data Analyst

Calcasieu Marine National bank, Lake Charles, LA: Database Marketing Coordinator

Education

SAS: Basic SAS Fundamentals, Querying & Reporting Using SAS EG, Designing & Executing Marketing Campaigns Using SAS Marketing Automation, Using SAS Web Report Studios & Introduction to SAS Business Intelligence Application

Google Training (Cardinal Path): AdWords & Analytics 101 & 102

Tableau Training: Tableau Desktop Fundamentals

COGNOS: Impromptu & Powerplay Advance User & Administration

Inteq Data Modeling: Fundamentals of Data Modeling

Military Training: Database Management, Team Development & Management, Basic & Advanced Cryptology

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