Experienced Business Analyst / Project Manager
Resume:
GREGORY SCOTT VIALL
Luverne, MN 56156
Home: 507-***-****
Cell: 507-***-****
*******@*****.***
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EXPERIENCE
Experience in the following areas: customer relationship management, prospecting strategies, customer list segmentation, list hygiene, merge/purge, growing revenue from multi-channel customers, knowledge of front-end test design and implementation, ability to interpret and apply results of multivariate statistics including test analysis, segmentation, modeling and life-time valuation, working with relational databases.
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CAREER SUMMARY
Fey Industries (Promotional Products Manufacturer) 07/09 – 11/09
Marketing Manager
• Managed execution of brand to maintain position as modern leader in its category.
• Increased effectiveness of marketing spending by measuring and optimizing marketing activity across all channels
• Established, grew and optimized direct sales channels.
• Actively participated in the development of new products to grow sales by 20% for the year.
Viall Marketing Group (d.b.a.) 10/08 – 07/09
• Developed and implemented strategic marketing strategies and plans. These strategies and plans incorporated all marketing channels (direct mail, print, internet), and included creative development and vendor management, database management and communications planning. Notable accounts included:
o 12Volt News B2B Company - Develop marketing database to use both On and Off line
Petra Industries (B2B Wholesaler/Distributor) 10/05 – 10/08
Director Circulation and Analytics
• Responsible for the media development, planning and execution for Email and Fliers with internal team and vendors
• Helped develop, motivate and train inside sales representatives to produce maximum efficiency, effectiveness and results based on ROI and prior purchase habits
• Selection of customers based on sales channel information as well as prior purchase habits
• Created and maintained Daily/Weekly/Monthly reporting of web sales, call center, outbound telemarketing and flier results
• Administrator of Customer Tool called RepExpress which allowed users to pull information on customers based on buying trends
Amazon.com (Internet Retailer) 08/04 – 09/05
Catalog Circulation Manager
• Responsible for the catalog circulation of the Tool Crib and Amazon.com Tools & Hardware catalogs
• Specific duties included managing mailing address selection process, mailing list selection and evaluation, developing market segmentation and customer models, analyzing circulation and promotion results, generating circulation and sales forecasts, catalog request program, merge purge and managing vendor relationships
• Prior to becoming Circulation Manager in January of 2005 I was the Metrics Analyst – Responsible for queries, evaluations, and provided recommendations related to the circulation and distribution of the catalogs
• Analysis and recommendations related to financial implications of alternative catalog distribution strategies and email and gift code campaigns
Viall Marketing Group (d.b.a.) 04/00 – 07/04
• Developed and implemented strategic marketing strategies and plans. These strategies and plans incorporated all marketing channels (direct mail, print, internet, radio and DRTV), and included creative development and vendor management, database management and communications planning. Notable accounts included:
o Sound Advice Communications – B2B & B2C production and Tech Company - Develop integrated Direct Mail and Internet programs for their clients
o Cheaptrips.com - Consumer Travel club – Developed Direct Mail/email renewal and up-sell offers and ROI metrics for all programs.
o World Vision (Non-profit Organization) - Developed cost-effective strategies and protocols to acquire and retain donors during an emergency response campaigns.
o Verbal Advantage (Consumer Products Company) - Developed and implemented cost effective broadcast/print media plan to acquire and retain B2B & B2C customers.
o ELiberation (Software Technology Company) – Developed standard direct marketing reports and metrics to track acquisition and retention of customers by advertisers, source and ROI.
ToyTime.com (Internet Toy Retailer) 06/99 – 04/00
Director, Direct Marketing
• Responsible for the strategic implementation of direct marketing programs to foster customer acquisition and retention, sales and brand awareness
• Developed contact strategy, list selection, model creation, house file development and segmentation, creative review (catalog & email), and back end analysis to increase call center and website traffic.
Special Data Processing Corporation (Magazine Subscription Fulfillment Company) 11/95 – 05/99
Circulation Manager/List Acquisition Manager
• Responsible for all facets of direct mail program from creation of mail plans, customer acquisition, selection of lists mailed, monitoring lists, merge purge (in-house with Postal Soft software) and analysis of results.
Successful in driving 32,500 daily calls to call center based on projected list response.
• Developed and maintained models with outside vendors to increase profitability by 25%.
• Created and maintained a database of ROI results for each list property used.
• Selected and analyzed of all outbound telemarketing leads.
• Supervised a staff of six.
Barnes & Noble Books by Mail (Retail Book Seller) 08/93 – 11/95
Manager of Acquisition & Retention
• Responsible for all facets of direct mail program from creation of mail plans, customer acquisition, selection of lists mailed, monitoring lists, merge purge (in-house with Postal Soft software) and analysis of results. Developed and maintained models with outside vendors to increase profitability by 25%.
Direct American Marketers (900 # sweepstakes Marketer) 08/90 – 08/93
Analytics Manager
• Responsible for all analytics for 13 sweepstakes programs that mailed weekly and by 1st class. Results were projected and confirmed for inclusion into the next week’s mail plan.
• Supervised staff of 2.
Hasbro Toys 08/86 – 08/90
Marketing Associate
• Responsible for summation of monthly revenue vs. goals and budget.
• Responsible for list selection and merge purge of semiannual mailings for My Little Pony, Transformer and GI Joe Brands.
• Responsible for outside fulfillment operations for direct marketing and promotions.
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EDUCATION
Bryant University, Smithfield, RI - Bachelor of Science in Business, Marketing concentration
~References available upon request~
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