1. MICHAEL B. LYKE
South Windsor, CT 06074 860-559-9196
mblyke@gmail.com h t t p s : / / w w w . l in ke d in /i n/ m ic h ae l l y ke
A Print Guy to Start, Digital Guy at Heart
Summary: I have an extensive background in impacting branding and marketing initiatives thru the use of Digital Marketing,
Marketing, CRM, Analytics, Big Data and Strategic Thought. I have supported both client and agency-side goals – and
specialize in innovative team leadership and training. I’m a driven and motivated leader with wide-ranging experience
supporting and partnering with multi-million dollar brands.
CRM Customer Data Lead 2016- Present
Cigna, Bloomfield, CT (Contractor - thru Robert Half)
 Strategize with internal business partners to support CRM goals and objectives
 Validate and execute CRM campaigns thru Teradata, including HTML and Business Acceptance Testing
 Partner with CRM IT team to identify, manage and validate data elements to be made available in CRM campaigns
 Create and manage Features and User Stories for new data requests – within the Agile workstream process
Team / Group Leader 2015-2016
JETS Job Search Work Team, Glastonbury, CT
 Lead and facilitate all meetings including coordinating topics, content and attendance
 Drive adherence to group process and team documents
 Research and disseminate information and trending innovations to candidates
Director, Digital Media Planning & Strategy 2012-2014
VALASSIS COMMUNICATIONS, INC. (VCI), Windsor, CT
 Supported $200 MM in digital revenue for VCI thru the management of a specialized digital media planning team
 Integrated digital media into marketing plans thru innovative methodologies and strategies
 Presented to and partnered with clients to support large-volume sales opportunities, capture goals and vet against
system and data capabilities
 Trained Sales, Marketing, Media Planning, Account Management, and CS teams to increase digital media product integration
 Engineered creative and strategic solutions to support internal and external client goals
 Developed digital database methodology to support client Acquisition and Retention initiatives
 Lead member of VCI Centers of Marketing Excellence (CME) lab group – an internal think tank focusing on conducting
experiments and analyzing data and trends – for the purpose of predicting the 2020 media landscape
o Hosted ‘Activating the Multi-Dimensional Consumer’ webinar on integrative media’s impact on consumers
o Conducted research on the Consumer Path 2 Purchase – aligning the steps and media impact in decision path
o Led group for lab experiment: “Social Media’s Impact on Media Planning”
 Clients Included: IKEA, Verizon Wireless, L’Oreal, Bass Pro, Ace® Hardware, Pep Boys, Harbor Freight, Cabela’s
Director, Strategic Media Planning & Campaign Analytics 2007-2012
VALASSIS COMMUNICATIONS, INC. (VCI), Windsor, CT
 Managed team of media planners supporting ‘strategic’ specialty retail clients (representing >$10MM REV/OPP)
 Established innovative targeting strategies and methodologies to identify consumer audiences and trade areas
 Presented proposals and results of Marketing, Media and Analytic campaigns to clients and agencies
 Refined department-wide usage and application of clients’ online and offline CRM data
 Developed consumer segmentation strategies and applications based on client’s CRM data: E.g. Dynamic market-level
segmentation tools, ‘Current’/’Lapsed’/’Former’ segmentation, Purchase by Product Line segmentation
 Designed analytic procedures, methodologies and tools to measure campaign performance and gauge effectiveness
 Created interactive budget and cost-measurement tool to forecast coverage and cost scenarios
 Enabled 10% reduction in select media rates and fees by identifying strong coverage vs. inefficiencies
 Clients Included: IKEA, Payless ShoeSource, La-Z-Boy, Pier 1 Imports, Bass Pro, Ace® Hardware, Tractor Supply

2. MICHAEL B. LYKE (Continued)
mblyke@gmail.com 860-559-9196
Manager, Media Planning – Core Category Accounts 2006-2007
VALASSIS COMMUNICATIONS, INC. (VCI), Windsor, CT
 Managed media planning team identifying trade areas and creating distribution plans for client campaigns in core
Grocery, Restaurant, Home Furnishings, CPG, and Specialty Retail accounts
 Heavily relied on Demographics, Psychographics, Scarborough, Nielsen, GIS data to define, refine and locate the
correct client trade areas and target audiences – as well as formulate media plans to reach / influence them
 Clients Including: Value City Furniture / American Signature, La-Z-Boy, KMart, McDonald’s, Burger King, Winn-
Dixie, Stop & Shop, Publix, Subway
Project Manager – Business Applications Development and Support 2004-2006
ST PAUL TRAVELERS (Now THE TRAVELERS COMPANIES), Hartford, CT
 Managed relationship mapping for account activity between legacy accounts, policies and systems
 Provided first-level support and collections to a subset ofaccounts, to develop familiarity with all loss-sensitive systems
 Conducted training on all legacy systems for Receivable Management associates
Product Manager 2003-2004
LIST SERVICES CORPORATION, Bethel, CT
 Developed new compiled list consumer database product – incorporating managed list contributions, selection criteria
 Created attribution guidelines to credit participating databases / lists used in the creation ofthe product
Project Manager / Implementation Specialist 2002
AMERICAN LIST COUNSEL (ALC), Princeton, NJ
 Implemented Sales and Customer Service parameters for outsourced list marketing department for ADVO
 Trained Sales and Marketing departments on the CDS list product – including applications and regulations
 Documented and trained associates on order entry system
 Supported large volume sales initiatives, met with clients to compare clients objectives against current capabilities
Media Planner / Supervisor 2000-2001
PREVISION MARKETING, LLC, Lincoln, MA
 Managed data and list purchase fordirect marketing and testing (E.g. A/B, Test/Control, etc.) purposes
 Purchased lists and/ordatafor clients such as: Monster.com, Stride Rite, Toys “R” Us®, Talbots, Simon
Manager, List Marketing Department 1998-2000
ADVO, INC. (Now VALASSIS COMMUNICATIONS, INC. (VCI)), Windsor, CT
Microtargeting Analyst – Marketing 1996-1998
ADVO, INC. (Now VALASSIS COMMUNICATIONS, INC. (VCI)), Windsor, CT
Lead Customer Service Representative, List Marketing Department 1994-1996
ADVO, INC. (Now VALASSIS COMMUNICATIONS, INC. (VCI)), Windsor, CT
SKILLS & APTITUDES
Expertise: Digital Marketing Direct Marketing, Targeting, Media Planning, Customer Segmentation, Demographics,
Psychographics, Survey / Research Data, Big Data, CRM, DBM, Campaign Analytics, PRIZM / Mosaic, Consumer Path to
Purchase, GIS, Scarborough, MRI, Training, Account Management, Customer Presentation, Client Presentation
Leadership: Management, Strategic Thought, Digital Marketing Integration
Computer / Technical: MS Excel, MS PowerPoint, MS Word, MS Access, SQL, Google Analytics, Teradata
ED UCATIO N
Bachelor of Arts – Journalism University of Connecticut (Storrs, CT)
Teaching Assistant for Children’s Literature
Field Internship, WTIC Television Channel 61
Invited Speaker at UConn (Storrs), Central Connecticut State University, UMass (Amherst)