Brian K.

Vice President, Digital Marketing & Analytics

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About

Marketing, Analytics and Strategy leader with 20+ years experience growing revenue, increasing engagement and building brands. I’ve helped lead, manage, ideate and optimize digital marketing and analytics campaigns for brands such as Verizon, REI, Microsoft, Nordstrom and HP. I excel at solving complex business problems, understanding and using data and designing full lifecycle customer marketing programs. I cut my analytics teeth at GE Capital in the mid 1990’s. I joined Draftfcb in 1999 helping launch and manage PurchasEdge, HP’s largest and most successful loyalty program. I continued my agency journey at Avenue A/Razorfish, working on early stages of pixel based ad tracking and attribution modeling. I shifted gears to lead a group of designers, coders and creatives for Microsoft Home Software as Account Director leading everything from analytics to websites and email campaigns. I returned to Draftfcb in 2006 to bring my leadership and expertise to digital marketing and analytics projects for HP, Hilton and Dockers among others. On the client side, between June 2010 and May 2013 I led the CRM and North American Marketing efforts for Bill Gates’ companies Corbis Images and Veer. Designing and executing promotions, lifecycle and integrated marketing focused on customer retention. May 2013 I began a new challenge at Oracle as Sr. Director of Strategy and Analytics, working with clients such as Verizon, Nordstrom, and REI. In August 2016 I joined BECU as VP of Digital Marketing & Analytics. My group has a strong bias for action, delivering incremental data driven results, integration of new technologies, and all omnichannel digital execution of marketing initiatives. We are the north star of data strategy, integration and modeling that powers engagement among the membership. We work collaboratively with business units to drive growth while prioritizing and executing all digital marketing supporting our membership and business. Specialties: Digital Marketing Strategy, Lifecycle and CRM Marketing, Marketing and Web Analytics, Customer Segmentation and Targeting, ROI measurement, Email Marketing, Team and Project Leadership, Data Visualization and Synthesis, Customer Journey Architecture, Enterprise Project Portfolio Prioritization, Creating Consensus and Making Sound Business Judgements

Work experience
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Aug 2016 - Present

BECU

Vice President, Digital Marketing & Analytics

BECU is the nation's largest community charter credit union with over 1.2 Million members and $24B in assets. I'm fortunate to lead a team of 16 Marketing Technologists, Data Scientists, Paid Media & SEM experts and OmniChannel digital marketing professionals. My team is responsible for all Targeting and Segmentation, Digital Execution (email, paid media, in-app, on site), Voice of Member, Reporting/Analytics, Triggered and Behavioral programs and Integration of New Technologies. We organize around 3 main pillars: 1) Analytics and Insights: ● Responsible for measurement of all digital marketing campaigns (via custom Tableau dashboards) ● Propensity/Regression/Cluster modeling for credit/loan products and Primary Marketing Channel ● Media and Membership Attribution ● Custom Modeling/Scoring for Financial Health ● Nightly ETL / data consolidation ● NPS collection and reporting via Medallia ● Market Share and Penetration analysis 2) Member and Product Marketing Strategy: ● OmniChannel execution of all Marketing campaigns ● Behavioral and Triggered strategy including Acquisition based Paid Media Journeys ● Ecosystem of Service and Transactional messages ● Reactive/Relevant Triggers ● Onboarding ● Rules and Segmentation development for deployment of Content Targeting ● Ideation and integration of new technologies and strategies to deepen Engagement and new member Acquisition ● Development/Sharing of anonymous Cookie Pools in Liveramp/sharing with DSPs for suppression and targeting 3) Marketing Technology: ● We own the platforms and technologies used in Marketing- primarily Salesforce Marketing Cloud, Amplero, Amperity and Invoca ● Google Adwords, GDN and LiveRamp ● Analytics Platforms i.e SAS Viya ● Integration with AI/ Machine Learning partner (Amplero) for our marketing pilot (delivering always on marketing at scale aligned to our key KPIs) I also contribute to various executive committees including Enterprise Project Portfolio, Data Warehouse, CRM.

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May 2013 - Aug 2016

Oracle

Sr. Director, Strategy & Analytics

I help our clients get great results. I learn their business. I challenge them. As a senior leader in our national Strategic Services group I worked closely with world class clients such as Verizon Wireless, Nordstrom, REI, Amazon and others to make decisions about their business and marketing programs by leading and consulting on the following areas: ● Lifecycle Segmentation & Contact Strategy: Creation and optimization of full lifecycle strategy and contact maps for multiple channels ● Strategic Roadmaps: Identification and prioritization of marketing recommendations to drive customer acquisition, engagement, incremental Share of Wallet and conversion based on detailed program analyses. Working with senior clients to understand requirements and improve opportunities to drive insights into action ● Marketing Analytics: Synthesizing and presenting complex patterns/findings and recommendations. Integrating multiple data sources and models into one holistic view of the customer that can translate into actionable strategies. I excel at telling a complex story and appreciate the right mix of art and science to make it work ● Targeting & Personalization: Leverage customer insights, metrics, segmentation, lookalike, cluster, churn and RFM models to optimize scalable behavior based targeting and content personalization recommendations across digital channels ● Customer Acquisition Strategies: expand audience reach with high value prospects through digital list growth strategies based on lookalike modeling, and acquisition source analyses ● Testing Strategy and Analysis: Recommend in depth testing including A/B, Multivariate, Creative and Strategic tests with discipline and relentless focus on results and optimization ● Best Practice and Evolving Marketing Technology Adviser: From using BlueKai DMP, to integrating push technology, to Kinetic email - it's my job to stay on top of the newest and most promising technologies/tools for marketers

Aug 2012 - May 2013

Corbis

Sr. Director, North American Marketing

I was promoted to Senior Director, North American Marketing tasked with all marketing for Corbis, Veer and Corbis Entertainment that encompasses all of my previous responsibilites as well as the following: ● Develop and manage the implementation and execution of programs for Corbis’ three primary lines of business, Commercial, Editorial and Entertainment, which encompasses the Corbis Images, Corbis Motion, Veer, Corbis Entertainment brands, as well as any sub-brands or products (Corbis Motion, GreenLight Rights, GreenLight Music, etc), across domestic marketing communications to ensure achievement of goals. ● Serve as the primary marketing liaison with the Media team for search engine marketing and display advertising to develop, test and optimize advertising programs to drive qualified traffic to the Corbis and Veer websites ● Develop and manage proactive marketing programs to increase acquisition, customer retention and loyalty, and increase our presence across the social web to drive revenue. ● Ensure all marketing programs are aligned with global brand guidelines, while working with the NOAM sales team to identify distinct needs or considerations. Direct tone of design and content to assure continuity with the brand guidelines across campaigns targeting all customer segments and communication channels. ● Serve as the US marketing liaison with the WW Creative Team for development and production to ensure campaign execution proceeds according to established timelines and budgets. ● Ensure all interactive activities integrate with and support other communications efforts and reinforce the organization's brand positioning and graphic identity standards to reflect current industry best-practices. ● Develop and maintain budget forecasts throughout the year for all marketing program efforts with the Finance teams. ● Mentor and develop team of marketing managers and coordinators through regular communication, direction and evaluation of performance

Jun 2010 - Aug 2012

Corbis

Director, CRM

Corbis, a privately owned Bill Gates company, is a leading provider of creative assets and entertainment services for consumers and advertising, marketing and media professionals, providing a comprehensive selection of photography, illustration, fonts, video, entertainment licensing, product placement, talent acquisition and rights representation services. In my past role as NOAM Director of CRM I led a team of marketing managers and analysts and closely collaborate with internal creative, sales and products teams as well as external agencies to: ● Design, execute and optimize fully integrated promotional campaigns across digital, print and social to drive revenue, brand recognition and increase customer loyalty and retention ● Manage and advance customer lifecycle programs for both Corbis Images and Veer, focusing efforts to increase # of MVC's and share of wallet from our current customers ● Implemented world class trigger email and communication program designed to incent incremental purchase and engender increased customer loyalty predicated on customer behavior at significantly reduced cost to the company ● Designed and optimized multiple customer progression and segmentation schemes that allow targeted communication and promotional elements across customer lifecycle ● Instituted culture of measurement and optimization predicated on rigorous analytics including ROI, ROMI, Purchase Frequency, RFM, Funnel Conversion and Registration Conversion ● Worked closely with PR and external communication to deliver fully integrated campaigns across all available channels ●Managed multi-million dollar departmental budget supporting key business initiatives and revenue goals ● Interfaced with C level executives both internally and externally

Sep 2009 - Jun 2010

KnowledgeBase Marketing

Director, Global Data Practice

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