Digital Marketing Data Analytics
Resume:
Craig Cole Data Driven Marketing Professional
Fairfax, VA 22301
adzo1y@r.postjobfree.com
linkedin.com/in/craigwcole
5+ years of marketing experience with a foundation of business, retailer, CPG, and consumer media plans. Deep understanding of developing campaigns and campaign strategies of marketing efforts for a wide array of Fortune 500 clients. (Responsible for over $300 million in paid media). Well versed in all forms of media: traditional, non-traditional, retail, digital, and social. Developed loyalty programs for several clients.
Advanced Analytical Certifications
Advanced Excel for Data Analytics – Amazon (AWS) Machine Learning Foundations - Azure Machine Learning (AML) – Dashboard Creation/Interpretation - Customer Lifetime Value (CLV) – Customer Segmentation – Customer Churn Analysis – Market Basket Analysis – Media Mix Modeling – Linear Regression – Logistic Regression – K-Means Clustering - Digital Marketing - Google Analytics - Marketing Analytics - Power BI - Python – IRI-SQL – Salesforce - Predictive Analytics with Spark in Azure Insight – Paid Search - SEO - Paid Social – Digital Marketing - Statistics - DAX – RFM Analysis - Data Analytics
Education
Bachelor of Science in Marketing and Advertising, Eastern Michigan University
Digital Marketing Professional Certification-The Wharton School (Univ. of Penn.) 2017
Applied Data Analytics Professional Certification- Microsoft 2019
Data Science Professional Certification- Microsoft 2020
Data Analytics Intern- KPMG 2020
Amazon Web Services (AWS) Machine Learning Foundations 2021
Google Analytics 4 Certification 2023
Professional Experience
Media Supervisor, CSSI Chicago, IL June 2022 – Feb 2023
●Built trade media plans for Dole, Beyond Meat and Conagra at this B2B agency
●Utilized Google Analytics to deliver dashboard reports for clients listed
Senior Media Analyst, LIDL US Arlington, Va. (Contract Position) Jan 2022 – Feb 2022
●Built reports to visualize the KPI performance of the 2021 programmatic digital retail media campaign
●Developed a coupon redemption recommendation; evaluated market basket data, local market data and historical coupon redemption rates to impact future couponing strategies
Associate Media Director, Zimmerman Advertising Wash, DC June 2018 - May 2019
●Developed and implemented customized integrated retail marketing plans for over 30 Nissan USA DMAs to increase awareness and foot traffic to retail dealerships resulting a 7% increase in foot traffic per DMA
●Optimized media budgets to provide impactful local market presence
●Increased efficiencies by employing the Basis DSP platform to place regional programmatic digital buys for Nissan which increased ROI by 20%
●Managed a team of five strategists while analyzing: Sales Data, Nielsen Ratings, Arbitron, Comscore, Google Analytics, Power BI, A/B Testing, Simmons, MRI and CMR to develop and optimize local retail media plans for the entire Nissan Mid-Atlantic Region
●Evaluated and recommended sports sponsorships for entire Region
●Provided market research and collaborated with the diversity and event teams when needed. Which increased emerging markets local community participation by 15%
*Time was needed to provide care for ailing Mother* May 2015-May 2018
Associate Media Director Merrick-Towle Wash. DC Sep 2012 – Apr 2015
Developed, presented, and placed all integrated media plans, including social, for entire client roster (Caruso Homes, Essex Properties, JBG, Constellation Energy, Dominion Power
Marketing Director, ProCare Health Plan Detroit, MI June 2008 - June 2012
●Directed all marketing efforts and cross-functional leadership for this local HMO and increased consumer membership by 35% and B2B business by 20%. Evaluated and developed new marketing opportunities
●Merged non-traditional media with traditional and multi-cultural efforts to support business and increase awareness by 80%
●Increased engagement and reduced churn by 60% by creating member loyalty programs “Baby&Me” and “Sweet Treats”
Digital Media Supervisor, OMD New York, NY Jan 2007- Apr 2008
●Planned, presented, and placed all digital efforts for three lines of business for Bank of America NA: Checking, Student Lending and Small Business ($20 million online ad budget)
●Led a team of 6 online strategist and an entire SEO team
●Analyzed KPI’s, and presented weekly optimization recommendations to Brand Managers
●Managed A/B Testing, Display, SEO, Social Media, Mobile, E-mail campaigns PPC and PPA solutions for this Direct Response client
Online Account Manager, Washington Post Wash DC 2004-2007
●Leveraged my knowledge of the media landscape, planning experience and creativity to become a sales leader at The Washington Post
●Mastered interpretation and visualization of data while writing, presenting, and gaining approval of digital marketing solutions for over 200 clients within the Real Estate category
Media Supervisor, Adworks Washington DC 2002-2004
●Planned, presented, and placed integrated Media Plans for entire agency roster: Anthem Blue Cross Blue Shield, Virginia Hospital Center, Haircuttery, The Washington Post
●Incorporated several Digital and Non-Traditional media solutions into media recommendations (Trucks, Wallboards, Taxicabs, Eye-blasters, Minor League Baseball)
Strategic Communications Supervisor, Campbell-Ewald Detroit, MI 2000-2002
●Responsible for all advertising efforts for Raytheon aircraft, GMAC and Delta Faucets
●Agency resource for online display advertising on behalf of the entire client roster: Delta Faucets, GMAC, Borders Retail Book Stores, Chevrolet etc.
●Negotiated Online Sponsorships: with espn.com for Chevy Trucks and cbssportsline.com for Delta Faucets
Media Planner, J Walter Thompson New York, NY 1998-2000
●Led entire planning process from development of Objectives and Strategies to client presentation for Pfizer products: Trident, Efferdent, Chiclets (Combined budgets of $150 million)
●Investigated non-related data sets to uncover the link between Diabetes and dentures for Efferdent
●Combined Outdoor with Radio to create the award-winning “Summer of Trident” in Chicago
Creative Marketing Awards
Winner: J. Walter Thompson, NY, New York White Pea Award- Creative use of Media
Winner: Adcraft Detroit, Michigan - Creative use of Outdoor Media Detroit, Michigan
Winner: The Washington Post, Washington DC- Presidents Club-Sales Leader
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