Scott Hample, MBA Baltimore, Maryland (443) 764-5700 scotthample@comcast.net www.linkedin.com/in/scotthample

MARKETING AND DIGITAL ANALYTICS PROFESSIONAL

BACKGROUND SUMMARY

Proactive problem solver who enjoys telling a story from numbers. Results-oriented manager with senior level experience performing Marketing and Web Analytics for B2B and B2C marketing programs. Strong analytical skills in segmenting profitable customers and developing solutions to increase profitability and Marketing ROI; tracks trends, models data, and executes forecasts. Expert in testing digital content, web site navigation and usability.

Database Marketing Data Mining Direct/Email Marketing Customer Satisfaction Digital Marketing Marketing Research

SELECTED ACCOMPLISHMENTS

Baltimore Sun: Improved advertising sales performance by ~3.5% by better identifying profitable current and prospective customers. US Postal Service: Increased online cross sell and up sell opportunities ~10%. Chick-fil-A: Introduced grilled chicken sandwich and other food products and freestanding restaurants. The Ritz-Carlton Hotel: Established customer satisfaction benchmarks for its application for the Malcolm Baldrige Award. XM Satellite Radio: Reduced subscriber churn ~2% by creating a system that alerted pending contract terminations. Laureate Education: Improved retention by ~10% while increasing communication ROI by ~7% by measuring media effectiveness. BellSouth: Built lead generation system leading to ~15% in sales leads. Developed sales territory realignment, deriving quotas and pricing.

AREAS OF EXPERTISE

Database/Direct Marketing/CRM Perform and communicate key data analytics; identifying trends, patterns, and consumer insights. Develop database and direct/email marketing initiatives aligned with strategic goals/objectives. Manages workflow. Segment and profile customer base that maximizes retention and generates prospect lists. Model campaign response and produces standard and ad hoc KPI dashboard reports. A/B Test direct marketing and email campaign messages/call to action. Direct and supervise maintenance and structure of marketing databases.

Internet Marketing Develop online and email marketing campaigns that drive new and repeat business. Perform web analytics to measure successful digital strategies including PPC, SEM and SEO performance. Analyze online and email messages/offers to improve performance and conversion rates.

Marketing Research Implement and manage primary (qualitative and quantitative) and secondary market research. Conduct new product/service research; customer satisfaction/loyalty programs; win/loss analysis; ad testing; and segmentation studies. Experience also in data modeling, sales forecasting and trend analysis; competitive profiling; and SWOT Analysis.

Computer Skills Fluent in MS Access and Excel, Oracle, SQL, Cognos, Business Objects, Crystal Reports, SPSS, SAS; IRI, Nielsen, MapInfo, Retail Link,

Mintel, TDLinx, Claritas; Zoomerang, Qualtrics, and Survey Monkey; Constant Contact; Salesforce.com; and WebTrends, AdWord, HitWise, Coremetrics, Adobe (Omniture) Site Catalyst, Tealeaf, and Google Analytics.

MARKETING ANALYTICS EXPERIENCE

Director, Market Segmentation AnalystUniversity of Maryland, University Relations, College Park MD (2014-Present)

Supporting Annual Giving/Alumni Association teams in direct mail/email fund raising programs Improving ROI by developing strategic segmentation of donor behavior practices Increasing profitability of direct mail, online, and email campaigns 10%+ Creating stakeholder dashboards to report marketing campaign effectiveness Developing and conducting A/B testing of creative assets to optimize campaign performance; Working with campaign managers to review and test performance of new marketing tactics Monitoring academic donor landscape and stays current with marketing trends; Working collaboratively with cross-functional teams; Business Applications, Creative, Directors. Creating direct mail and email lists

Marketing AnalystThe Baltimore Sun Media Group, Baltimore MD (2012-2014)

Analyzed and reported results of B2B and B2C direct and email/online marketing campaigns. Conducted customer profiling to identify new advertising prospects, and identifying cross- and up-sell opportunities. Modeled response and campaign back-end reporting. Evaluated pricing strategies of product portfolio and measuring sales performance.

Marketing AnalystCitiFinancial/OneMain Financial, Baltimore MD (2010-2012)

Analyzed and reported results of direct marketing and mass media promotional activities as well as customer profiling. Predicted existing and potential customer profitability for direct marketing and mass media campaigns. Produced monthly and ad hoc reports outlining loan profitability and direct marketing response.

Onsite Consultant/Marketing and Digital Analyst United States Postal Service, Washington DC (2008-2010)

Analyzed and reported results of online traffic, promotional and transactional activities as well as customer online behavior for ecommerce site (shop.usps.com).

Improved web site performance by ~10% by analyzing product demand, traffic, shopping cart abandonment, and banner ad effectiveness. Created model that measured and predicted volume, revenue, and profitability of online sales. Researched inventory turnover rates as well as increasing cross and up sell opportunities. Held US Government Confidential Clearance.

Managing Partner/Marketing Analyst Target Marketing Intelligence, Baltimore MD and Atlanta GA (2007-2008) & (2001-2002)

Consulted and managed projects for independent marketing consultancy specialized in traditional Marketing Research, Database Marketing, Direct Marketing, Competitive Intelligence and Digital Marketing.

Performed qualitative (focus group moderator) and quantitative (surveys) research. Implemented/managed retailer customer satisfaction/customer loyalty programs for AAFES, Federated Stores, Popeye’s, Holiday Inn, and

SunTrust bank.

Marketing Research Manager/Marketing AnalystMcCormick & Company, Baltimore MD (2006-2007)

Monitored competitive action, wholesale/retail developments and changes in consumer trends, merger and acquisition activity, new product launches and development of new distribution channels for McCormick brand, Zatarain’s, Old Bay, and Simply Asia.

Utilized IRI, Spectra Nielson, Retail Link for measuring consumer sales. Reduced retailer out of stock merchandise by ~15% by creating new tracking methods. Improved ROI on merchandising programs 10% by modeling optimal retailer promotions. Appraised profitability of opening convenience/drugstore channels and launch of new natural/organic products.

Onsite Consultant/Marketing AnalystAtlanta Gas Light Resources, Atlanta GA (2002-2004)

Conducted qualitative and quantitative research. Served as data mining specialist to model data warehouse information to segment customer base. Gathered, reported and archived research on competitors, demographic markets, wholesale/retail customers, commercial and residential

customers. Improved customer satisfaction by ~4% overall from key customer groups. Assisted in transition of sales department from B2C to B2B orientation. Modeled natural gas pricing usage and demand among developers/construction firms for B2B strategy.

EDUCATION

Georgia State University, MBA, Marketing Management, Atlanta GAUniversity of Georgia, B.A. in Business Administration and Journalism, Athens GAContinuing Professional Development: American Marketing Association, Market Research Association, CASROIndividual Coursework: SQL, SAS, SPSS, MS Access/Excel, Customer Satisfaction, and Competitive Intelligence.

Scott Hample Page 2 (443) 764-5700