Marketing Analyst Consultant

ERIC M. HENZIE

**** ********** **** **** **********, Vermont 05250 802-***-**** mailto: **********@*****.***

SUMMARY

A highly motivated, results-oriented marketing professional with demonstrated achievement in domestic and international business to consumer (B2C) and business to business (B2B) direct marketing efforts, project management, and brand marketing development. A strategic and creative thinker, leveraging skills in marketing plan development, plan execution, product commercialization, campaign segmentation, statistical analysis, and financial management to achieve company goals. Capacity to work both independently and managing teams to complete projects on time. A team player, who works efficiently with sales and management to define objectives, execute programs, and evaluate results.

EXPERIENCE

PROTECTIVE INDUSTRIAL PRODUCTS (PIP), Latham, New York

Product Marketing Manager – Industrial Safety July 2018 – March 2021

Responsible for managing and developing all industrial safety content including written copy for new product launches, email campaigns, social media, trade publications, product specification documents, and all other duties as assigned. Main marketing liaison for the Sales and Product Management teams. Control the direction of the industrial segments branding strategy including trade show planning, promotion, and execution. Lead sales promotional activities as they related to the company’s strategic initiatives for National Accounts, Regional Sales Distribution contacts and independent Field Sales Representatives. Work to improve activities that drive the companies lead conversion. Lead the creative development and layout of web sales literature, distributor flyers and interactive sales tools. One direct report responsible for marketing support including the management of all social media properties and content.

ENGINEERED PRINTING SOLUTIONS, East Dorset, Vermont

Director of Marketing September 2016 – February 2018

Responsible for driving all marketing related activities and branding strategy including trade show selection, planning, and execution, SEM, opt-in email, social marketing campaigns, and industry specific print publication creative. Hands on experience designing and launching a new company website using a WordPress CMS platform. Managed $500k marketing spend for all digital and print promotional activities as they related to the company’s strategic sales initiatives. Leveraged data to remove or improve unproductive activities and redirect that spend to activities that have a more productive ROI and a higher conversion of sales leads.

MANCHESTER WOOD, Granville, New York

Senior Marketing Consultant May – August 2016

Lead marketing executive responsible for driving web and print strategies; established new initiatives for retail/B2C element of a business that has traditionally relied on longstanding wholesale business relationships. Developed and executed digital, print, brand, new product concepts, product launches and PR campaigns to expand awareness with a limited marketing budget. Managed relationships with outsourced IT staff person, digital agency, and developed new vendor partnerships.

THE ORVIS COMPANY, Sunderland, Vermont

International Marketing Manager 2013-2016

Oversaw international circulation efforts and business functions, including more than 90 annual marketing print touch points through Royal Mail and Canada Post. Established, coordinated, and distributed the international multi-channel schedule. Handled all aspects of catalog circulation, including all operations tasks from the initial budgeting phase through performance analysis. Managed all international vendor relationships. Gathered proposals from outside vendors to effectively manage marketing expense.

Planned and executed integrated marketing programs for retail and print (direct to customer-catalog, postcard) to build program awareness across all sales channels.

Prepared materials for all program analysis and planning and led meetings and performed interfacing role with all product merchant teams across organization.

Managed marketing spending for several hundred customer touch points, with each effort within 1% budget variable costs.

Negotiated contract with UK-based print plant (Garnett Dickinson), with three-year savings of 4.5%.

Implemented strategic initiatives to improve retention, reactivation, and acquisition.

Partnered cross-functionally to improve customer experience.

Developed action plans to meet customer needs, including international social media plan execution and product review highlights.

Problem-solved and collaborated with customer relations management to identify solutions and provide feedback to senior management, in accordance with best practices.

CABELA’S, INC., Sidney, Nebraska

Senior Marketing Analyst 2008-2012

Led a three-person team responsible for e-mail campaign segmentation and outbound delivery. Served as the liaison responsible for communicating with all external departments for business to consumer (B2B) and business to business (B2B) e-commerce strategic direction. Conducted meetings with Category Merchants, Catalog Marketing, Financial and Loyalty Program groups, and Retail, Travel, and other stakeholder departments to offer support for strategic e-mail messaging objectives.

Achieved five consecutive years of 20% incremental sales growth for e-mail campaign program.

Attained 15% permission-based file growth in e-mail program.

Built campaign segmentation methodology. Worked to group categories into customer personas.

Developed, and led the execution of customer life-cycle campaigns.

Delivered post-purchase campaigns to generate customer reviews on company website.

Marketing Analyst III 2006-2008

Oversaw e-mail campaign program implementation. Built and maintained scheduling procedures and process review to improve program revenue. Created marketing calendar and conducted meetings with Internet team and category merchant leads to plan and build more meaningful contact opportunities.

Led project management for e-mail marketing function.

Developed modeling techniques for customer segmentation.

Created relevant and timely cross-channel campaigns for cohesive print and e-mail efforts.

Initially hired at Cabela’s as a Marketing Analyst in 1999. Progressive career advancement as a Marketing Analyst I & Marketing Analyst II 1999-2006.

ADDITIONAL EXPERIENCE

SUBZERO BLASTING LLC, Lodgepole, Nebraska, Principal and Owner, 2010-2013- Industrial coatings on petroleum infrastructure as an Independent Contractor employing two full time personnel.

REXROTH INC, Sidney, Nebraska, Co-Manager, 2004-2013 – 5000 ac. traditional till and organic certified farming operation

EDUCATION

UNIVERSITY OF NEBRASKA, Lincoln, Nebraska

M.A., Marketing, 2003

CHADRON STATE COLLEGE, Chadron, Nebraska

B.S., Business Administration, 1998

PROFESSIONAL DEVELOPMENT

Completed Cabela’s Emerging Leadership and Leaders Developing Leaders, a company sponsored Leadership Development Program, sponsored by an Executive from the Board of Directors for two consecutive years.

Volunteer Habit for Humanity, Bennington, Vermont

COMPUTER SKILLS

Microsoft Excel/Access/Word/PowerPoint, well rounded knowledge of command line SQL, IBM Enterprise Marketing Management Suite (Unica), Teradata Data Warehouse, TeraMiner, Teradata SQL Assistant, Magento, Business Objects, IBM Web Analytics (Coremetrics), SQL Server Tools, DBVisualizer, Informatica, SmartFTP, UNIX command line, Oracle Hyperion, Micro Strategy, QlikView Software, Tableau Business Intelligence, AS/400

*Most recently – Google Analytics, Adobe CC 2017; Premier Pro, Photoshop, Illustrator, InDesign, ACT (lead management). Lead Forensics, Teamviewer, Microsoft Sharepoint, WordPress CMS, HootSuite for deployment of social ads, All related social ad measurement portals.

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