Marty Terbrack Resume 2016

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Would your Executive Management Team benefit from a proven, highly motivated, hands-on, end-to-end, strategic, creative, technical and data analytics driven Senior Digital Marketing Executive / Subject Matter Expert, with a 20 year track record of success as innovation and transformation leader who is passionate about:

▪ Enabling companies to connect, engage, create value and conduct business more effectively through continually improving optimal, integrated, personalized, customer centric cross-channel (owned, earned, shared), cross-device (mobile, PC, Internet of Things) remarkable, relevant, engaging, valued, win-win, brand enriching) digital experiences that naturally plays off the strength of each channel and/or device providing digital interaction scenarios, in context, in the moments that matter most with their most valuable audiences where they are online, to build a stronger relationship throughout their digital journey (awareness, engagement, purchase, adoption, and advocacy).

▪ Continuously be more effective than their competitors, at improving their enterprises marketing and sales ecosystems capability to intelligently maximize their value contribution to key business and marketing objectives

▪ Partnering with C-Level: (CEO, CMO, CIO, CTO, CFO, CHRO, COO), Executive Management: (EVP, SVP, Director, Officers) to achieve objectives, CEO (market share, innovation, sales, customer satisfaction), Marketing and Brand Objectives (Share, Engagement, Reach, Revenue), Sales EVP (revenue growth and profitability, share), IT Executives (prioritization, process, risk, security, performance)

▪ Empowering, supporting and retaining innovative people with deep digital marketing, management, IT, analytics and optimization experience who with leadership and support can provide tremendous measurable value return based on the company’s investment

▪ Enabler of CxOs, business, sales and marketing executives to increase data driven decision making through relevant marketing analytics that answer business questions, converting objectives & targets into relevant KPI’s, BI analytics dashboards and tools, providing analysis, insights & optimization

Positions of interest:
Digital Marketing Experience CxO / Executive Vice President
Digital Marketing Experience Optimization EVP

digital marketing strategist, senior brand marketing manager, director of interface design & usability, director of brand websites and mobile applications, adobe marketing cloud administrator, adobe analytics (formerly omniture, sitecatalyst) analyst, digital user experience manager, targeting, personalization & optimization specialist, director of search marketing, digital media advertising strategist, mobile android / iphone applications manager, IT director of marketing technologies, digital transformation officer, digital evangelist

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Marty Terbrack Resume 2016

  1. 1. Marty Terbrack Analytics: MIT, Data Scientist, Python, R, REST, SOA, JSON, XML, JQUERY, Adobe Analytics (formerly, Omniture SiteCatalyst), Google Analytics, IBM Analytics, Core Metrics, WebTrends | Marketing Cloud: Adobe Marketing Cloud, Oracle Marketing Cloud, EPIServer, Digital Experience, SDL Customer Experience Cloud, IBM Digital Experience, Demandware, SiteCore | e-commerce: Hybris, Intershop, Elastic Path, IBM WebSphere Commerce Server, Oracle ATG, Digital River, Magneto | Tag Management Systems: Signal (formerly BrightTag), DTM, Ensighten, Google Tag Management System Services: Software-as-a-Service (SaaS), Infrastructure-as-a-Service (IaaS), Platform-as-a-Service (PaaS), Data-as-a-Service (DaaS) 1 Martin A. Terbrack 2532 Lake Charnwood, Troy, Michigan 48098, 248.227.9914 (c), 248.879.3887 (h), mterbrack@comcast.net For Additional Insights: profile, portfolio, resume, qualification summary, biography, analytics experience, LinkedIn profile/references, Twitter Would your Executive Management Team benefit from a proven, highly motivated, hands-on, end-to-end, strategic, creative, technical and data analytics driven Senior Digital Marketing Executive / Subject Matter Expert, with a 20 year track record of success as innovation and transformation leader who is passionate about: ▪ Enabling companies to connect, engage, create value and conduct business more effectively through continually improving optimal, remarkable, relevant, engaging, valued, customer centric cross-channel (owned, earned, shared), cross-device (mobile, PC, Tablet, Internet of Things) win-win, brand enriching, social, mobile digital experiences that naturally plays off the strength of each channel and/or device providing adaptive, personalized, deeper, digital interaction scenarios, in context, in the moments that matter most with their most valuable audiences where they are online, to build a stronger relationship throughout their digital journey (awareness, engagement, purchase, adoption, and advocacy). ▪ Continuously be more effective than their competitors, at improving their enterprises marketing and sales ecosystems capability ▪ Partnering with C-Level: (CEO, CMO, CIO, CTO, CFO, CHRO, COO), Executive Management: (EVP, SVP, Director, Officers) to achieve objectives, CEO (market share, innovation, sales, customer satisfaction), Marketing and Brand Objectives (Share, Engagement, Reach, Revenue), Sales EVP (revenue growth and profitability, share), IT Executives (prioritization, process, risk, security, performance) ▪ Empowering, supporting and retaining innovative people ▪ Enabler of CxOs, business, sales and marketing executives to increase data driven decision making through relevant marketing analytics that answer business questions, converting objectives & targets into relevant KPI’s, powerful real-time BI analytics dashboards tools, providing more rapid analysis, insights & optimization of business investments and assets based on current marketing conditions ▪ Dedicated customer advocate who continuously implements product, process, & service improvements based on analyzing input from numerous channels including: business drivers, market research, benchmarking, marketing analytics, voice of the customer, usability studies, return on investment, total cost analysis as well as consumer technology adoption trends & changing digital marketing landscape ▪ Staying abreast of consumer technology adoption trends, changes in the digital landscape, digital marketing technology platform capabilities and leveraging his deep understanding of marketing analytics and analysis to develop (strategies, road maps, wire frames, dashboards) ▪ Hands-on Experience with most powerful Digital Marketing Platforms: Paid Search, SEO, Display Advertising, nearly entire Adobe Marketing Cloud Marketing Analytics, Test & Target Premium, Audience Manager, Experience Manager, Campaign Manager, Segmentation Builder, Dynamic Tag Management and Data Connectors as well as BI Data Analysis and Visualization Tools Industry Experience: Automotive, Technology, Financial, Retail, CPG, Construction, Manufacturing, eCommerce, Lead Generation Premier Global Brand Experience: Microsoft, Inca Computer, Ford, Lincoln, Land Rover, Jaguar, Chrysler, Jeep, Spartan Motors, State Farm, Northwestern Mutual, Kmart, Pulte Homes, American Airlines, Dow, DuPont) Largest Budget: 20 Million Largest Team: 55 (35 On-site / 20 Offshore) CAREER HIGHLIGHTS ▪ Building Digital Marketing, Analytics & Optimization Practice to extend HCL services provided to Microsoft Global Marketing Operations Team ▪ Improved digital user experience, cross-channel marketing performance and data-driven decision making at Northwestern Mutual working with business, technical leaders to define KBO’s, CTA’s & KPI’s implementing Adobe Marketing Cloud - Marketing Analytics (formerly SiteCatalyst) Administrator / Marketing Analytics Insights Analyst for web properties and mobile apps. ▪ Developed global corporate multi-brand Digital Marketing Strategic Plan & Roadmap by brand and by program for Spartan Motor, Inc. Cascading objectives, targets, KPI’s, investments, job descriptions, incentives, performance baseline and value contribution. ▪ Developed digital marketing competitive intelligence system that informed State Farm Leadership to a 20 million dollar annual revenue opportunity and continuous waterfall or website enhancements, as well as unified Enterprise Paid Search / SEO Strategy and Roadmap ▪ Improved data driven decision making, marketing program performance across Insurance, business lines at State Farm completing a migration from Webtrends to Adobe Analytics (formerly Omniture SiteCatalyst) as an member of the analytics and insights team ▪ Delivered site recommendations (competitive comparison, lift analysis & mockups for A/B testing) to American Airlines to improve conversion lift ▪ Strategic direction to over 100 eCommerce / retail web site business owners and oversaw Marketing Services as Director of eCommerce ▪ Provided digital marketing services execution to program managers at Ford, Chrysler, DuPont through Marketing Associates account teams ▪ Managed 35+ person IT marketing application development team comprised of both onshore & offshore resources and on-site data center. ▪ Marketing Associates Digital Strategy and Program Launch Manager for FCA Group (formerly, Chrysler Corporation) Enterprise Lead Management System which provides leads from brand sites & buys leads from numerous 3rd party websites & lead providers, then improves them (validation, scoring, enrichment) prior to delivering them to 25+ Dealers Lead Management or CRM Tools, this OEM cost neutral system, increased the frequency of transactions (buy rate), improved lead quality and yield (average $ value per transaction), while lowering OEM and Dealer lead costs, improving dealer and customer satisfaction ▪ As eCommerce Manager responsible for consumer facing web sites, I partnered with Pulte Homes business stakeholders to deliver a 50% increase in web site traffic & user registrations, 300% increase in Internet leads over the previous year, web sites contributed to 5% of Sales. ▪ Senior Project / Launch Manager working with Ford Global Marketing business leads to manage the development & launch of a Suite of digital applications for their dealers, including Website Manager used by more than 5,000 Ford, Lincoln Mercury, Volvo, Land Rover & Jaguar dealers. ▪ In 1995 when many were not yet aware of the potential of the Internet, I lead the development an Interactive Business Unit at Budco that achieved $500,000 in sales with a 48% profit margin & on-time launching of all major web sites. ▪ Employee at the company that developed the original ford.com website and 1st generation automotive shopping tools. Also, a member of a team that launched the first automotive social media campaign on Facebook for the Ford college program back when “The Facebook” required users to have a .edu college domain name.
  2. 2. Marty Terbrack Analytics: MIT, Data Scientist, Python, R, REST, SOA, JSON, XML, JQUERY, Adobe Analytics (formerly, Omniture SiteCatalyst), Google Analytics, IBM Analytics, Core Metrics, WebTrends | Marketing Cloud: Adobe Marketing Cloud, Oracle Marketing Cloud, EPIServer, Digital Experience, SDL Customer Experience Cloud, IBM Digital Experience, Demandware, SiteCore | e-commerce: Hybris, Intershop, Elastic Path, IBM WebSphere Commerce Server, Oracle ATG, Digital River, Magneto | Tag Management Systems: Signal (formerly BrightTag), DTM, Ensighten, Google Tag Management System Services: Software-as-a-Service (SaaS), Infrastructure-as-a-Service (IaaS), Platform-as-a-Service (PaaS), Data-as-a-Service (DaaS) 2 CAREER OBJECTIVE Secure an executive digital leadership position which will enable me to provide most measurable business value contribution to key business, sales and marketing objectives (acquiring new customers, increasing reach, capturing more market share, increasing net new revenue and marketing objectives) ▪ Digital Marketing Experience Optimization CxO / Executive Vice President (EVP) Additional Positions: C-Level Digital Transformation Officer, Chief Digital Evangelist, Chief Digital Strategist, Brand Marketing EVP, Digital Experience VP / Director, Adaptive Marketing VP / Director, Multi-channel Marketing Director/VP, Interface Design & Usability Director/VP, Digital Marketing Analytics Director/VP, Digital Marketing Optimization Director/VP, Digital Media Advertising Director/VP, Search Marketing Director/VP, Marketing Technologies IT Director/VP, Ecommerce Director/VP, Brand Websites Director/VP, B2C Websites Director/VP, Mobile Solutions Director/VP In the near term, will consider short-term consulting engagements: Adobe Marketing Cloud Implementation Consultant / Engineer, Adobe Analytics (formerly, SiteCatalyst) Analyst, Optimization Team Lead, Marketing Analytics Practice Development Lead Preferred location: Detroit Metropolitan Area, South Eastern, Michigan, U.S. remote Willingness to travel: Up to 50%, Are you willing to relocate: Only for executive level opportunities Note: If your company is seeking an executive responsible for either, building an elite digital team or managing a new advertising agency relationship, consider enabling me to leverage the rich assets available in Southeastern, Michigan. Automotive OEM’s investments have produced a reservoir of: top affordable digital talent and potential digital partners including: global advertising agencies (WPP –Team Detroit, Omnicom Group Inc -BBDO., Publicis – Digitas, etc.), presence of global marketing technology companies (Google, Facebook, LinkedIn, etc.), a vibrant growing tech bub, and young creative (Center for Creative Studies) and technical talent (U of M). Unique Value Proposition: It is now viable, for large companies provide adaptive personalized cross-channel digital user experiences with their most important customer segments nearly anywhere they spend are online, which provides a tremendous business opportunities. This new value to business / return on the marketing investments is highly dependent on the selection, configuration, optimization of the marketing technologies and skill set, (business acumen, digital marketing intelligence, creative, technical, financial, qualitative and quantitative analysis, collaboration, process, focus, agility of the team members optimizing the adaptive learning system. In addition to those who provide the on-going marketing analysis, insights, recommendations, stories and visualizations dashboards throughout the organizations ecosystem to enable more rapid data driven and hypothesis, test and optimize decision making. There is a shortage of talented people with as much hands-on experience with the top digital marketing and analytics technologies (see education and platform competencies) I have hands extensive experience with: ▪ Digital Marketing Technologies and Adobe Marketing Cloud which is comprised of Marketing Analytics, formerly Omniture, SiteCatalyst, Test & Target Premium, Audience Manager, Experience Manager, Campaign Manager, Segmentation Builder) and it’s integration with other advertising and marketing technologies through Tag Management Systems and Data Connector API’s ▪ Planning and configuring implementation (eVars, Sprops, Saint Classifications), dimensions and metrics, segmentation, perform analysis, develop insights, hypothesis and perform optimization testing. ▪ Mapping User interactions from campaigns, applications and websites to sales & marketing / business objectives to form rich taxonomies and data sets, used to instruct developers, to tag properties, to collect the optimal data and populate the marketing data layer, which is accessed by tag management system which populates and activates other marketing technologies based on scenario and conditional rules ▪ Configuring and managing rules based segmentation, machine learning, and algorithms, to perform real-time analytics analysis, automated optimization testing and analysis ▪ Ingesting Implicit and explicit 1st, 2nd and 3rd party data to create and improve rich anonymous audience profiles PROFESSIONAL EXPERIENCE Digital Marketing, Inc. Troy, Michigan (4/10 to Present) email: info@digitalmarketing-inc.com Digital Marketing, Inc. is my privately owned Digital Marketing Consultancy, an S-corporation with one employee. Chief Digital Marketing Strategy, Experience, Technology and Analytics Officer As a digital marketing subject matter expert and analytics consultant, provide a wide range services from developing multi-brand, multi country, cross- channel enterprise digital marketing strategic plans to managing analytics platform implementations, or being embedded as an marketing analytics, insights and optimization analyst or consultant. Responsibilities ▪ Developing client’s marketing strategies and plans including 12 & 24 month roadmaps for global brands with multiple business lines ▪ Define, build, manage, and optimize digital marketing programs: display advertising, paid search, seo, social, mobile apps, web properties, ecommerce, lead generation, content, analytics, and optimization. ▪ Manage Adobe Marketing Cloud Implementations and perform analysis , develop insights and perform optimization testing ▪ Create marketing analytics dashboards, reports, visualizations, segmentation, analysis & Insights ▪ Campaign Ideation digital media spend optimization ▪ Create wireframes and user scenarios for web properties
  3. 3. Marty Terbrack Analytics: MIT, Data Scientist, Python, R, REST, SOA, JSON, XML, JQUERY, Adobe Analytics (formerly, Omniture SiteCatalyst), Google Analytics, IBM Analytics, Core Metrics, WebTrends | Marketing Cloud: Adobe Marketing Cloud, Oracle Marketing Cloud, EPIServer, Digital Experience, SDL Customer Experience Cloud, IBM Digital Experience, Demandware, SiteCore | e-commerce: Hybris, Intershop, Elastic Path, IBM WebSphere Commerce Server, Oracle ATG, Digital River, Magneto | Tag Management Systems: Signal (formerly BrightTag), DTM, Ensighten, Google Tag Management System Services: Software-as-a-Service (SaaS), Infrastructure-as-a-Service (IaaS), Platform-as-a-Service (PaaS), Data-as-a-Service (DaaS) 3 ▪ Develop presentations, estimate projects, create and manage project plans, manage scope, mitigate risks, performance to budget and schedule Major Success ▪ Building a marketing analytics & optimization practice to extend HCL services to Microsoft Global Marketing Operations & their clients and partners ▪ Completed Adobe Analytics implementations for State Farm and Northwestern Mutual ▪ Developed an Automotive OEM digital marketing competitive intelligence reporting system providing insight into competitor display advertising, social media, paid search, SEO programs. Also completed a 15 Brand website comparison and website recommendations Microsoft - consulting engagement Client Site: Redmond, Washington | Remote Site: Troy, Michigan (7/15 to 9/15) Global Digital Marketing, Analytics & Optimization Practice Consultant Responsibilities Building a Digital Marketing, Analytics & Optimization Practice extending HCL Technologies services provided to Microsoft Global Marketing Operations Team Major Success Defining and Ramping up team to provide 6 Core Services: 1. Digital Measurement Planning Services 2. Marketing Technologies & Analytics Platform Configuration Management Services 3. Tag Management Services 4. Marketing Analytics Reporting Services - Dashboards, Reporting Interfaces, Marketing Analytics Reporting Automation based on KBO’s, KPI’s volume, efficiency, effectiveness dimensions and metrics) 5. Segmentation, Analysis & Insights Services - Deep Analysis & Actionable Insights, Visualization Dashboards, Statistical Analysis, Forecasting 6. Optimization Services - which is provides both: A/B & multivariate testing as well as personalized cross-channel digital user experiences ingesting implicit and explicit 1st, 2nd and 3rd party data to create rich anonymous audience profiles, then leverages real-time analytics, machine learning, algorithms and rule based segmentation with automated behavioral targeting to optimize the digital user experiences in near real-time. Developed several training courses, case studies and whitepapers, including: ▪ Optimization 101- data driven decision making, testing tools, interpreting results, roles & processes, scenarios to optimize digital experience for Microsoft Azure Cloud Services web properties and marketing campaigns versus competitors Amazon, Google, IBM, Verizon and Salesforce ▪ Optimization 201 - digital landscape overview, personalization scenarios to improve Microsoft Surface experience return on marketing investments Northwestern Mutual - consulting engagement Client Site: Milwaukee, Wisconsin & Remote Site: Troy, Michigan (10/14 to 2/2015) Internet address: www.northwesternmutual.com Northwestern Mutual is the nation’s largest direct provider of individual life insurance with $217.1 billion in assets Adobe Marketing Cloud Analytics Implementation Administrator & Insights Analyst Responsibilities ▪ Leverage Adobe Marketing Reports Analytics platform (formerly Omniture SiteCatalyst) extensive digital marketing expertise to analyze online user behavior developing actionable data driven insights design to optimize the customer experience & produce win-win outcomes for: prospects, customers & company. ▪ Partner with business stakeholders to define key performance indicators, define & recommend measurements to support data driven decisions ▪ Created reports, dashboards & analysis additional insight by creating data visualizations, infographics to help to tell the story ▪ Provide Subject Matter Expertise in regards to getting data into analytics platform, working with Development Teams in Scrum / Agile environment to define tagging requirements for on-going enhancements to web properties & applications to capture data to populate variables used analytics reports. Verify development implemented tags (e.g. eVars, Sprops & Events in code (e.g. JavaScript, HTML) with tagging data validation tools (e.g. Adobe Pulse Debugger, ObservePoint Plugin & Fiddler) Major Success ▪ Adobe Administrator responsible for configuring analytics report suites for multiple properties & applications developing implementation plans Recommended & Managed Integrations leveraging Adobe Data Connectors (Formerly Genesis), Governance & Implementation Best Practices ▪ Enhanced user experience on web applications through Hypothesis, Test & Optimization ▪ Improved usability & design through Responsive Website Wireframe Design based on Scenario, Funnel, User Path & Segmentation Analysis Spartan Motors, Inc. Charlotte, Michigan and Remote Site: Troy, Michigan (10/13 to 5/14) Internet address: www.spartanmotors.com Spartan Motors is a custom vehicle manufacture with estimated annual sales revenue of 500 million & 10,000 vehicles Senior Digital Marketing Manager Responsibilities ▪ Developing cross channel digital marketing strategies for owned earned & shared properties / media ▪ Spartan Websites: spartanerv.com, spartanchassis.com, spartanmotors.com & utilimaster.com Initiated redesign of all sites Managing vendor selection & RFP process, designing user experience flows, created user experience flows and wireframes for adaptive, responsive website for desktop & mobile devices after developing customer personas in context following user-centered design principles, leveraging online behavior analytics analysis, created features & functionality requirements, project plans, budgets as well as key performance indicators based on win/win outcomes. [Note: Due to management changes and budget reductions my website redesign recommendations have not been implemented] ▪ Develop & Manage Digital Marketing Programs: Paid Search, Search Engine Optimization, Media Buying, Display Advertising, Social, Mobile, eCommerce, Lead Generation, Web Analytics & CRM programs for all Spartan Brands including: Emergency Response Vehicles, Service & Delivery Vehicles, Recreational Vehicles, and Department of Defense Vehicles ▪ Hands on Management of Display Advertising, Paid Search, Usability, Web Analytics & Brand Website Redesigns, Member of Cross Channel Marketing Ideation Team for all Brands and Vehicle Lines.
  4. 4. Marty Terbrack Analytics: MIT, Data Scientist, Python, R, REST, SOA, JSON, XML, JQUERY, Adobe Analytics (formerly, Omniture SiteCatalyst), Google Analytics, IBM Analytics, Core Metrics, WebTrends | Marketing Cloud: Adobe Marketing Cloud, Oracle Marketing Cloud, EPIServer, Digital Experience, SDL Customer Experience Cloud, IBM Digital Experience, Demandware, SiteCore | e-commerce: Hybris, Intershop, Elastic Path, IBM WebSphere Commerce Server, Oracle ATG, Digital River, Magneto | Tag Management Systems: Signal (formerly BrightTag), DTM, Ensighten, Google Tag Management System Services: Software-as-a-Service (SaaS), Infrastructure-as-a-Service (IaaS), Platform-as-a-Service (PaaS), Data-as-a-Service (DaaS) 4 Major Success ▪ Developed Corporations Digital Marketing Strategic Plan & Digital Marketing Roadmap for 3 brands / business units ▪ Launched Digital Marketing Programs: Paid Search (AdWords), Display Advertising (Double Click), Web Analytics (Google) & CRM (Salesforce)
  5. 5. Marty Terbrack Analytics: MIT, Data Scientist, Python, R, REST, SOA, JSON, XML, JQUERY, Adobe Analytics (formerly, Omniture SiteCatalyst), Google Analytics, IBM Analytics, Core Metrics, WebTrends | Marketing Cloud: Adobe Marketing Cloud, Oracle Marketing Cloud, EPIServer, Digital Experience, SDL Customer Experience Cloud, IBM Digital Experience, Demandware, SiteCore | e-commerce: Hybris, Intershop, Elastic Path, IBM WebSphere Commerce Server, Oracle ATG, Digital River, Magneto | Tag Management Systems: Signal (formerly BrightTag), DTM, Ensighten, Google Tag Management System Services: Software-as-a-Service (SaaS), Infrastructure-as-a-Service (IaaS), Platform-as-a-Service (PaaS), Data-as-a-Service (DaaS) 5 State Farm - consulting engagement Client Site: Bloomington, Illinois & Remote Site: Troy, Michigan (8/12 to 2/13) Internet address: www.statefarm.com State Farm is the largest auto insurer in the U.S. more than 65,000 employees & more than 18,000 Agents service 81 million policies & accounts throughout the U.S. & Canada. Digital Marketing Strategy & Analytics Analyst Responsibilities ▪ Empower digital thought leaders to make data driven decisions through quantitative & qualitative behavior web analytics & Insights ▪ Developing enterprise digital marketing strategies & roadmaps ▪ Developed digital marketing competitive intelligence system that educated leaders to a 23 million dollar annual revenue opportunity and provided over 500 website enhancements ▪ Develop Web Analytics Dashboards, Reports & Insights for Executive Leadership Major Success ▪ Adobe Omniture Web Analytics Implementation – migration from Web Trends to Adobe formerly (Omniture SiteCatalyst) ▪ Search Engine Optimization Roadmap & Competitive Intelligence Reporting in Search & Social Media ▪ Social Media Platform Pilot Support – Raidian6 platform evaluation, implementation, analytics & insights Brand Labs, Inc. Rochester Hills, Michigan (9/08 to 3/10) Internet address: www.brandlabs.us Brand Labs is a privately owned E-Commerce Agency (start-up) offering website design, development & interactive marketing services Director of eCommerce and Digital Marketing Services Responsibilities ▪ Develop client’s online marketing strategy to increase revenue through eCommerce web site improvements & online marketing services including organic search (SEO), paid search (PPC), affiliate marketing, social media (Facebook, Twitter), & Google Analytics ▪ Growing Brand Labs capabilities, product portfolio & service offerings ▪ Develop & present online marketing strategy presentations, scope & estimate projects, develop proposals & project plans Major Success ▪ Provided consulting and Display, Paid Search, SEO, Comparison Shopping, Affiliate, Social, Analytics analysis and optimization services to over 100 ecommerce web site owners increasing revenue through improvements to online marketing activities including: ▪ Landing page optimization efforts to lower bounce rate and improve conversion rates: add-to-cart rate, checkout initiation & completion rates, average order size, average unit value, % of new shoppers, % of returning shoppers and loyalty rate. ▪ Increased the average monthly number of sites sold, average order size & revenue per site by over 25% ▪ Cultivated partnerships with other online service providers to provide new service offerings (e.g. Google, Volusion, PowerReviews) ▪ Team developed one of the first Mobile eCommerce Applications Marketing Associates Detroit, Michigan (10/06 to 8/08) Internet address: www.marketingassociates.com Marketing Associates is a 40 year old privately held marketing services company; core competencies include market research, strategic planning, program administration, sales incentives & promotion their largest clients are Ford Motor Company & DuPont. Digital Marketing Strategist / Information Technology Systems Manager Responsibilities Support Sales teams providing eMarketing consultation to clients. Areas of expertise include: eCommerce application development, website analytics, email marketing, contests & incentives, search engine marketing, lead generation & CRM. Major Success ▪ Chrysler’s Enterprise Lead Management System Design and Launch - MA launch manager responsible for the design, development and launch of a OEM Lead Management System that provides leads from brand sites & buys leads from numerous 3rd party websites & lead providers, then improves them (validation, scoring, enrichment) prior to delivering them to 25+ Dealers Lead Management or CRM Tools the cost neutral system contributing to significant increases in sales revenue, higher dealer satisfaction and lower lead costs ▪ Developed Search Engine Marketing & Lead Generation Strategy for numerous DuPont products which include B2B paid search campaigns that drive traffic to targeted landing pages & delivery into SalesForce CRM. This program leverages Omniture SiteCatalyst Web Analytics & Doubleclick DART to track conversion & multivariate testing of landing pages to improve campaign performance. ▪ Rolled out a Web Analytics Service offering including development of an implementation planning guide for Omniture Site Catalyst, initial implementations of Omniture Catalyst & Data Warehouse included the Ford College & Mobility Motoring programs. IT Manager ▪ Manage IT organization comprised of onshore & offshore application development teams as well as a data center system engineering team. ▪ Oversee operational project delivery, providing leadership to project managers & technical leads to establish priorities & manage risks
  6. 6. Marty Terbrack Analytics: MIT, Data Scientist, Python, R, REST, SOA, JSON, XML, JQUERY, Adobe Analytics (formerly, Omniture SiteCatalyst), Google Analytics, IBM Analytics, Core Metrics, WebTrends | Marketing Cloud: Adobe Marketing Cloud, Oracle Marketing Cloud, EPIServer, Digital Experience, SDL Customer Experience Cloud, IBM Digital Experience, Demandware, SiteCore | e-commerce: Hybris, Intershop, Elastic Path, IBM WebSphere Commerce Server, Oracle ATG, Digital River, Magneto | Tag Management Systems: Signal (formerly BrightTag), DTM, Ensighten, Google Tag Management System Services: Software-as-a-Service (SaaS), Infrastructure-as-a-Service (IaaS), Platform-as-a-Service (PaaS), Data-as-a-Service (DaaS) 6 Pulte Homes Bloomfield Hills, Michigan (05/05 to 9/06) Internet address: www.pulte.com In 2005, Pulte Homes was a Fortune 150 company with operations in 27 states, delivered 45,630 homes & revenues of $14.7 billion ECommerce Manager Responsible for Pulte Homes consumer facing web sites, including www.pulte.com , www.delwebb.com , www.divosta.com , as well as corresponding content management systems used by over 50 business stakeholders & community editors. Web sites generated over 90 million page views, 9 million visits & contributed to 5% of Sales in 2005 Responsibilities ▪ Directing a high performing team composed of business process analysts, systems analysts, designers, developers, & quality assurance analysts to deliver projects on-time & within budget including: business, creative, functional, & technical specifications as well as managing project plans, budgets & resources. Leveraged Waterfall & Agile Program Management Methodologies to manage projects / programs. Major Success ▪ Oversaw numerous projects that required “Buy vs. Build” decisions from the initial RFP process, through total cost of ownership analysis & contract negotiations, to the final application integration or development. These projects enabled me to grow more knowledgeable in the following areas: streaming media, content management systems, search engine optimization, website analytics, application & performance monitoring. ▪ Spearheaded the development of an eBusiness steering committee to drive a common strategic direction, assess value & align business goals to Digital Marketing & IT strategies that deliver business growth & revenue contribution ▪ Partnered with the business to deliver on key performance indicators: a 50% increase in traffic & registrations as well as over a 300% increase in Internet leads over previous year. ChannelNet Dearborn, Michigan (10/98 to 5/05) Internet address: www.channelnet.com ChannelNet is a privately held Internet application development company with estimated revenue of $20 million in 2005; major client Ford Motor Company. The Dearborn office’s professional services group consulted with Ford to develop a comprehensive model for interacting with consumers throughout the entire buying & ownership experience, primary application was the Dealer Connection Web site Utility, which was used by more than 5000 Ford, Lincoln Mercury, Volvo, Land Rover & Jaguar dealers to manage their web sites. Ford Dealer Website Launch Manager Ensure flawless launch of Dealer eTools products & services working with project stakeholders to develop & implement a comprehensive project plan that includes product strategy, design, development, testing & deployment. Launch plans place high level of emphasis integrating e-dealer training & support deliverables into each product release to assure successful institutionalization of application. Responsibilities ▪ Managed design, development, quality assurance, support & training to ensure expected results of project deliverables with Ford Global Marketing leads for Ford, Lincoln Mercury Volvo, Land Rover, Jaguar brands & integration partners in accordance with development life cycle ▪ Acted as dealer advocate proposing product, service & support improvements based on analyzing dealer input from numerous feedback channels including dealer visits, satisfaction surveys, call center metrics, usability studies, pilots, market research as well as brand, dealer & consumers. ▪ Managed business, creative, functional, & technical specifications as well as managing project plans, budgets & resources. Major Success ▪ Flawless launch of Dealer Connection Web sites to Land Rover & Jaguar Dealers. ▪ Managed on-time launch of Sales Point 5.5 to Ford, Lincoln Mercury & Volvo dealers. Sales Point is a dealer CRM / lead management tool that accepts leads from over 100 different lead providers & has over 10,000 users in dealerships Inca Computer Company Bloomfield Hills, Michigan (1/98 to 7/98) Inca Computer Company was a start-up service oriented computer retailer. Senior Manager of Web Services - Inca Managed the development of Internet products & services to be sold through Inca's Retail & Business Services Division channels. Major Success ▪ Delivery of "i-maker", a cutting edge web site development tool that is completely internet based & features a word processing-like (Java) editor, which enables users to update content without knowledge of HTML. ▪ Corporate Website Build to Order eCommerce Application to configure & sell computers as well as other products & services. Budco Detroit, Michigan (6/95 to 1/98) Internet address: www.budco.com Budco is a Detroit based marketing services company with $30 million in annual revenue Research & Development, Internet Strategist / Business Unit Manager Built a profitable Internet business unit that developed large corporate Intranet sites for numerous Detroit area corporations including Ford Motor Company, Chrysler Corporation & Hiram Walker. Major Success ▪ Development of Interactive Business Unit that achieved $500,000 sales with a 48% profit margin & on-time launching of all major Web sites
  7. 7. Marty Terbrack Analytics: MIT, Data Scientist, Python, R, REST, SOA, JSON, XML, JQUERY, Adobe Analytics (formerly, Omniture SiteCatalyst), Google Analytics, IBM Analytics, Core Metrics, WebTrends | Marketing Cloud: Adobe Marketing Cloud, Oracle Marketing Cloud, EPIServer, Digital Experience, SDL Customer Experience Cloud, IBM Digital Experience, Demandware, SiteCore | e-commerce: Hybris, Intershop, Elastic Path, IBM WebSphere Commerce Server, Oracle ATG, Digital River, Magneto | Tag Management Systems: Signal (formerly BrightTag), DTM, Ensighten, Google Tag Management System Services: Software-as-a-Service (SaaS), Infrastructure-as-a-Service (IaaS), Platform-as-a-Service (PaaS), Data-as-a-Service (DaaS) 7 Kmart Corporation Kmart is the third largest discount store chain in the world and is one of Americans retailing pioneers (founded by Sebastian Kressge) Kmart’s world headquarters was located in Troy, Michigan prior Sears Holding Purchase Troy, Michigan (1/93 to 5/95) Internet address: www.kmart.com Digital Publishing & Pre-Press Systems Manager Responsibilities ▪ Overseeing production of in-store signage for Kmart exclusive merchandise (E.G. Martha Stewart, Kathy Ireland, Jaclyn Smith) and products (E.G. Disney, Sesame Street). Image scanning, color correction, press proofing and digital asset management Major Success ▪ Implementation of Digital Pre-Press and Asset Management System dramatically improving quality of in-store displays, reduced cost and accelerated turn around Kodak Corporation, Linotype/Heidelberg and Computer Land From 1985 – 1995, was Desktop Publishing and Color Electronic Prepress SME Responsibilities ▪ Overseeing Demonstration and Training Center ▪ Developing Custom Client Demonstrations ▪ Workflow and System Implementation Consulting ▪ Tradeshow Demonstrator ▪ Training Instructor: Apple Macintosh, Adobe Photoshop, Illustrator, PageMaker, QuarkXPress Common Interview Questions: What are your plans regarding Digital Marketing, Inc.? ▪ While, my brain continuously generates “Big Ideas” like popcorn maker and I’m always open to discussing senior leadership opportunities with hot start-ups; I do not currently have a business plan and required capital to bootstrap or venture capital to grow Digital Marketing, Inc. I am seeking a direct hire executive salaried employee position with a compensation package that includes executive stock program participation. Why on your resume do list the end client vs employer? ▪ As a consultant to enable me to work with large corporations (E.G. Microsoft, State Farm, Northwestern Mutual, etc.), I enter into a variety of compensation and legal agreements with their partners (E.G. Advertising Agencies, Global IT Providers (E.G. Infosys, HCL Technologies, and their recruiters. On my resume, LinkedIn profile, etc., I emphasize the end client who I did the work for vs. who I entered agreements with or who contacted me about the opportunity & processed my invoices or payroll), it is not my intent to mislead anyone, please contact me if you have any questions. Why have you changed jobs with such frequency? ▪ The reason I have sought new opportunities varies (career advancement opportunities, marketing conditions, culture, lack of investment in digital, etc.), contact me with any questions.
  8. 8. Marty Terbrack Analytics: MIT, Data Scientist, Python, R, REST, SOA, JSON, XML, JQUERY, Adobe Analytics (formerly, Omniture SiteCatalyst), Google Analytics, IBM Analytics, Core Metrics, WebTrends | Marketing Cloud: Adobe Marketing Cloud, Oracle Marketing Cloud, EPIServer, Digital Experience, SDL Customer Experience Cloud, IBM Digital Experience, Demandware, SiteCore | e-commerce: Hybris, Intershop, Elastic Path, IBM WebSphere Commerce Server, Oracle ATG, Digital River, Magneto | Tag Management Systems: Signal (formerly BrightTag), DTM, Ensighten, Google Tag Management System Services: Software-as-a-Service (SaaS), Infrastructure-as-a-Service (IaaS), Platform-as-a-Service (PaaS), Data-as-a-Service (DaaS) 8 EDUCATION DeVry University Columbus, Ohio Bachelor of Science Degree in Computer Science with minor in Business Financial Analysis / Accounting / Mathematics, completed in < 3 years. Certified Google Advertising Professional, Certified Bing Ads Accredited Professional Digital Education – 20 Years For 20 years, (1995) I have been allocating on average 20 minutes daily abreast of changes in consumer technology adoption, digital marketing, information technology, brand marketing, human decision making theory, consumer insights, digital trends, mobile marketing, social marketing, usability & user experience optimization, social media, search marketing, website design, development & optimization, website analytics & marketing data analysis, as well as IT & project management. I review marketing & technology research reports, case studies, white papers, from sources such as: Forrester Research, Wall Street Journal, Google, Adobe, Microsoft, CNBC, Bloomberg, HBR, Mashable, TechCrunch, eMarketer, Adage as well participate in numerous discussion groups & blogs conversing with industry experts & influencers on social platforms including: Twitter, LinkedIn, Google+ & Facebook A personal library of 100 Digital Marketing Books top authors and completion of over 150 Digital Marketing Courses from industry experts, if course time and hands-on experience were for credit, comparable to acquiring several advanced degrees: executive MBA digital business strategies, doctorate marketing analytics & digital markets statistical analysis, and a PhD in marketing and online psychology. Search Engine Marketing & Display Advertising: ▪ Google AdWords: Certification Courses for Search, Display & Video Advertising, Google Partner Academy ▪ Google Double Click Bid Manager – online campaign research, planning, audience targeting, media buying, measurement & optimization ▪ Search Engine Optimization – Several SEO Courses Marketing Cloud / Marketing and Web Analytics Platforms: ▪ Adobe Marketing Cloud: Adobe Marketing Reports & Analytics (formerly Omniture SiteCatalyst) Advanced User Training Coordinated development of advance course (Omniture: SiteCatalyst, Discover, Test & Target) for various groups with in Marketing Associates. Adobe TV Online Training – completed 40 plus courses, SiteCatalyst Implementation, Adobe Test & Target, Media Optimizer & Audience Manager ▪ Google Analytics: Google Analytics Essentials & Advanced User Courses Digital Scientist, Business Intelligence (BI) Analyst / Analysis (Marketing Data Analyst, Data Miner, Researcher, Statistician, Dashboards) ▪ Statistical Analysis & Visualization: Advanced Excel: Marketing Investment Analysis / Optimization, Financial Analysis & Forecasting ▪ Tableau – Visualization and Organizational Dashboard Creation Tag Management System ▪ Ensighten Manage, Adobe Dynamic Tag Management System (DTM) Design & Usability: ▪ Adobe Creative Cloud: Photoshop, Illustrator, Fireworks, Flash, Premiere, After Effects, Sound Booth (Podcasting) Programming: ▪ HTML5, XHTML, CSS3 & JavaScript, Project Management: ▪ PMP Certification Course, Agile Project Management Business Management: 7 Habits for Highly Effective People - Pulte IS leadership team participated in 5 workshops on Steven Covey’s leadership principles SOFTWARE / PLATFORMS COMPETENCIES Design & Development: Adobe CS4 Application Suite: Photoshop, Illustrator, Premier & After Effects, Camtasia Development: Dreamweaver & Microsoft Visual Studio Microsoft: Office: Word, Excel, PowerPoint, Visio Project Management: Microsoft Project, ChangePoint & 37 Signals Search: Google AdWords, Microsoft Bing Ads, Adgooroo Search Insights, Wordtracker, Wordstream, Raven Tools & SEOmoz.org SEO tools, Search Light Conductor SEO Platform, Covario OSI SEO Platform SEM Rush Display Advertising (programmatic addressable media): Google DoubleClick DFA Bid Manager Data Management Platforms, Ad Exchanges & Data Partners: Oracle: Bluekai, MediaMath, AppNexus, PubMatic, Quantcast, Rubicon, Exelate, Lotame, Bizio, Experian, Acxiom, Google AdWords Placement Network, Facebook, YouTube Social: Raidian6 Social Engagement Platform Content Management Systems (CMS): Drupal ECommerce: Volusion Research / Audience Segmentation: ComScore & Nielsen Online Digital Marketing Analytics & Analysis: Adobe Marketing Cloud, Adobe Analytics (formerly, Omniture SiteCatalyst), Data Warehouse, Data Extract, Segment Builder, ReportBuilder, Visitor Click map, Google Analytics - Universal, Hitbox, Tea Leaf, & Webtrends Business Intelligence (BI) / Statistical Analysis, Dashboards and Visualizations: Tableau, Excel with Data Analysis Pack, SQL queries Tag Management System: Ensighten Manage 2.0, Adobe Dynamic Tag Manager (DTM) Tag Audit & Validation: Adobe Pulse Debugger, ObservePoint, Fiddler, Cardinal Path WASP Optimization / A/B & Multivariate Testing: Adobe Test & Target, Optimizely, and Google Website Optimizer Email: Constant Contact & Salesforce.com CRM: Salesforce.com, Oracle & Siebel Voice of the Customer / Qualitative: Opinion Labs, Survey Monkey Customer Satisfaction: Foresee
  9. 9. Marty Terbrack Analytics: MIT, Data Scientist, Python, R, REST, SOA, JSON, XML, JQUERY, Adobe Analytics (formerly, Omniture SiteCatalyst), Google Analytics, IBM Analytics, Core Metrics, WebTrends | Marketing Cloud: Adobe Marketing Cloud, Oracle Marketing Cloud, EPIServer, Digital Experience, SDL Customer Experience Cloud, IBM Digital Experience, Demandware, SiteCore | e-commerce: Hybris, Intershop, Elastic Path, IBM WebSphere Commerce Server, Oracle ATG, Digital River, Magneto | Tag Management Systems: Signal (formerly BrightTag), DTM, Ensighten, Google Tag Management System Services: Software-as-a-Service (SaaS), Infrastructure-as-a-Service (IaaS), Platform-as-a-Service (PaaS), Data-as-a-Service (DaaS) 9 ASSOCIATIONS & INTERESTS Active ▪ Foster Parent for over 20 foster children, received “2013 Child Advocate Award” from Catholic Social Services of Wayne County ▪ High School Youth Group Leader Previous / Inactive ▪ Featured Presenter & Training Program Designer for “Digital Marketing 101 Boot camp” mentoring program for advertising agency professionals who are members of the 313digital (Greater Detroit Area) Marketing Association ▪ Author of Digital Marketing Resource Guide ▪ Adjunct Professor / Part-time Instructor at Macomb Community College ▪ Youth Hockey Coach for 11 Seasons ▪ Part-time Instructor for “Project Click” a Detroit Computer & Internet Literacy Program

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