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Financial Analyst Marketing

Ellicott City, MD
April 29, 2021

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Eric Schwab, MBA

Ellicott City, MD 301-***-****


Accomplished FP&A & Business Intelligence professional skilled in evaluating performance of initiatives and recommending areas of improvement aimed at increasing ROI. Experienced at guiding cross-functional teams, managing analysts and growing revenue using data analysis. Skilled at developing reporting scorecards designed to track key performance metrics.


ERICKSON LIVING, Catonsville, MD 2018-Present

Assistant Director of Finance, Charlestown Retirement Community

Manage forecasts, multiyear planning, ad hoc analysis, and budget process for business units.

Oversee monthly close processes and reporting to senior management, including scorecard update on financial health of the Community.

Review monthly financial statements and related management reporting to highlight critical issues, risks, trends and opportunities across all departments and business lines. Present results to Management, Resident Advisory Council and external constituents on an ongoing basis.

oAnalysis of Charlestown expenses vs. other Communities yielded cost saving opportunities of $1MM.

Provide financial and business support to the Executive Director and the Community Management Team.

oProvide weekly/bi-weekly reports to ensure awareness of developing trends, including expense overages.

Establish policies and procedures to ensure adequate controls within Community’s financial operations.

CONTRACT POSITIONS, Owings Mills/Washington DC 2017-2018

Business Analytics Manager, T Rowe Price (2018)

Developed frameworks & approaches for translating operational and financial data down to individual operational steps and drivers. Formulated and tested hypotheses through rigorous analysis and structured problem solving.

Reporting Analyst IV, Fannie Mae (2017-2018)

Led the redesign of Enterprise Risk and Issues Report and identified processes to improve accuracy and timeliness.


Director, Planning, Budgeting & Reporting (2015-2017)

Directed the development of high-impact scorecards and dashboards for executive audiences that measured, monitored and communicated success metrics of quantifiable goals for each department against forecasts.

oLed the redesign of Global Sales management reporting to better reflect attributable activity by account. Created and implemented a “step” approach to credit room night activity by account.

oDeveloped daily and weekly scorecards aimed at evaluating performance of key company initiatives.

Analyzed the effectiveness and ROI of key company initiatives to provide guidance on future efforts and optimize current resources.

oLed the assessment of the Loyalty Program’s largest benefit changes since 1998, where multiple benefits were introduced in tandem. Savings of $2MM/year realized.

oIntroduced an award night point level bifurcation system, where hotel redemption levels differed by weekday/weekend. Savings of $1MM realized.

Collaborated with Business Intelligence Leadership to ensure highest value work was prioritized correctly and results were synthesized and shared accordingly.

oOversaw project onboarding and management processes for Business Intelligence Team. Introduced thorough project vetting process that ensured the most important projects were prioritized. Estimated efficiency gains of 10-20% achieved.

Director, Marketing Analytics & Program Optimization (2012-2015)

Led key analyses and financial assessments in support of CRM and Loyalty Programs.

Eric Schwab, MBA

Ellicott City, MD 301-***-****

oManaged and implemented a “test and learn” culture within Loyalty department. Implemented and measured impact of over 50 targeted campaigns, which generated approximately $10MM in hotel revenue.

Developed testing plans and tracking of programs/campaigns, providing insights regarding performance metrics and optimization opportunities.

oEvaluated all Choice Hotels National Promotions (4 per year), to determine effectiveness of $30-$40MM in promotion spending. Recommendations included implementing a registration component, saving the company approximately $15MM per year in award costs with marginal impact to incremental revenue. Additional cost savings/revenue generation ideas included bonus points for central bookings to targeted customers & shortening duration of promotion.

Provided Global Sales with insights, modeling and reports to drive and influence key strategic and operating decisions.

oDeveloped a sales lead tool for Global Sales to prioritize high-value opportunities. Included in the tool were market demand forecasts, RFP solicitations by account, and historical account performance. The tool enabled the team to locate ideal properties for each account and grow sales by 10%.

Worked with a third party and led the Media Mix Modeling efforts to measure Choice’s Marketing ROI by genre.

oRecommendations led to an average ROI improvement of 10% each year.

Manager, Performance Analytics (2008-2012)

Created scenario models for corporate programs and initiatives.

oDeveloped a channel specific “pay for play” fee structure, designed to replace current “fee on total revenue” model for a specific brand. “Pay for play” assessed fees to hotel based upon which channel the business generated. Final output was presented to CEO and Sr. Team and approved to move forward. Projected increase in fees of 35% per new deal generated.

Directed development of annual marketing budget, including alternative used of funds & ROI analysis.

oEvaluated various marketing spending activities to determine ROI. Analysis led to elimination of certain Intermediary Marketing programs and realignment of media spending from print to digital.

Manager, Reporting & Analysis (2006-2008)

Managed development of data warehouse queries and models related to customer behavior.

oWorked with IT department to create a customer transactional database to aid in gaining rapid insights.

Developed and maintained monthly reporting suite for the Loyalty Department.

oNew reports continuously added to provide insight into business operations.

Assisted SVP Marketing in updating performance results to Board of Directors, Senior Team and Advisory Boards.

Financial Analyst/Budget Planner (2002-2006)

Responsible for day to day accounting, budgeting and financial modeling of Loyalty Program’s $200MM P/L.

oWorked with various banks to source the Choice Privileges co-branded credit card. Modeled revenue projections under various assumptions for each bank’s offer.

oIntroduced a seasonal view of hotel redemption point levels, saving the company over $2MM per year.

Experience prior to 2002 available, upon request.



Master of Business Administration (Finance Concentration), 2008


Bachelor of Science, Business Administration (Finance Concentration & Economics Minor), 1998


Intermediate Level Software: Tableau, Business Objects, Microsoft Office Suite (advanced excel & macros). Working knowledge of Omniture & SQL.

Business Process Improvement

Budgeting, Forecasting & Planning

Marketing Analytics

Customer Relationship Mgt. (CRM)

Data Analysis

Lean Management

Project Management

Financial Planning & Analysis

Finance Operations

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