1. Phone 954.540.7093 • E-mail saballiet@gmail.comhttp://www.linkedin.com/in/shannonballiet Shannon A. BallieTSenior marketing & analytics executiveSuccessful marketing professional known for measurable results, fueling profits and driving change.Successful at building and leading teams that champion positive change. Expert at developing and executing a wide range of strategies designed to fuel increased revenue and profitability through the use of data and sophisticated analytical techniques. A proven performer who balances business needs with human, process and technology solutions, moving easily from vision and strategy to implementation, accountability and measurement, bringing science to the art of marketing.  B2B Marketing Strategies  Large Scale End-to-End Project Management  Market & Customer Segmentation Strategies  Team Building & Leadership  Customer Retention & Life Cycle Management PR & Influential Presentations  Marketing Automation Specialist  P&L Management  SEM/SEO/Social/Mobile Strategies  Client Services & Account Management Master of Business Administration  Marketing  Nova Southeastern University Bachelor of Science  Accounting  Florida International UniversityProfessional experienceMerkle Inc 2010 - Current Senior Director, Client Leadership TeamChampion the overall leadership, planning, management, growth and profitability of several key accounts and large projects, specifically within the retail, manufacturing and casual dining spaces. Committed to achieving new levels of customer intimacy when making new and maintaining ongoing top-level client relationships, while serving as a long-term marketing strategist and partner. Instrumental in developing a go to market strategy for the retail space, as well as a customized product offering that maximizes profitability and supports sales with research, insight and visionary thought.Independent Analytics Consulting 2009 - 2010 Lead SherpaProvide transformational insight around customers and their behavior in both B2B and B2C settings. Expert at customer data integration (CDI); marketing strategies around traditional and new media, customer relationship management (CRM), supply chain, database, direct, predictive analytics, “right-fit” KPI's, business intelligence and reporting. revenue management strategies - demand forecasting, retention, decision science, competitive environment, demand-based pricing strategies, resourcing; pricing/offer strategies that leverage synergies between revenue management and marketing functions within organizations. A profitability maven, providing insight and analytics within any industry.Impact: 90% client satisfaction in the areas of great results, expert advice and on time delivery.Carnival Cruise Lines 2000 - 2009 Director, Database Marketing & Customer Data Integration – 2006 to 2009Chosen to spearhead the integration of various sources of customer data with a focus to identify and market to high value customer segments and implement a scientific approach to marketing leveraging predictive modeling and “new world” business analytics.Impact: Contributions resulted in 5% growth in repeat purchase behavior; 1.25% increase in customer retention; higher value customer mix over a 12-month interval.Championed strategic marketing technology projects leveraging existing architecture, while adding strategic building blocks based on prioritized relative ROI. Sponsored CDI projects involving 32 disparate systems brought together in a customer hub with more than 250MM records. Crystallized design, maintenance, enhancement and reporting elements leading to a 17% improvement in data quality, a 50% increase in email capture, and a reduction of email list attrition.Transformed marketing practices through analytical insight and statistical modeling to exceed both B2C and B2B marketing objectives. B2C: Authored value-based customer segmentation adding predictive analytics around attrition, product, timing, offer and channel. B2B: Capitalized on customer analytics and model score overlays, leveraging a third party for privacy, guiding affiliate, casino and trade partners to target the “right” customers within their databases.Crafted standardized metrics conveyed by intuitive dashboarding that enabled quick reads on performance of lead generation, call center activity (inbound & outbound), online properties, conversions, and attrition, while highlighting what worked and what did not from a marketing investment perspective. As a result, visibility improved allowing for quick decision-making and redirect, ultimately maximizing marketing program effectiveness.Balanced in-house, custom vendor and packaged solutions to increase speed to market, manage costs and improve efficiency. Suggestion to outsource email list management and integration, vis-a-vis a custom built vendor solution, delivered within weeks rather than months, cost in thousands rather than hundreds of thousands, provided integrated email list from all capture sources, reduced maintenance/storage costs, provided a workable data set that enables predictive modeling/segmentation overlay, personalization, quick execution, list source optimization and performance measurement. Manager, Customer Revenue Enhancement – 2002 to 2006Newly-created position spearheading projects related to operations analysis, policy and process improvement, ecommerce and data-warehousing all with the goal of enhancing ancillary (onboard) revenue performance.Impact: Identified and captured revenue opportunities contributing to a 5.5% YOY increase in net onboard revenue during tenure.Managed a portfolio of strategic business programs for casino, food & beverage, shore excursions, spa and other onboard revenue centers, utilizing a mix of business process reengineering, technology development and analytics. Engaged in defining concepts, research and analysis, obtaining executive and business unit buy-in, execution and follow-through.Business champion for guest analytics (CRM) technology improvements from the yield management perspective leveraging analytical and communication skills to rally support for the CRM concept. Incorporate diverse feedback while being mindful of scope-creep and time lines. Build a constituency by demonstrating uses and benefits for guest analytics. Act as liaison between constituents and Information Systems to meet expectations. Consult on activities such as data standardization at the source, multiple source data integration, creating meaningful source to target mappings, data modeling, reporting and analytical interpretation.Spearheaded e-commerce initiatives requiring business process change and technology development. Project lead for online shore excursion, spa and premium dining reservations systems. Acclaimed for being deployed on-time, on-budget and within scope. Recruited to consult on several ground breaking e-commerce programs.Manager, Revenue Management (A Customer Marketing Function) – 2001to 2002Managed professional staff responsible for product revenues (cruise and air) budgeted at $590 million in 2002Senior Analyst, Revenue Management (A Customer Marketing Function) – 2000 to 2001Brought onboard as the premier member of the Revenue Management start-up team.Royal Caribbean and Celebrity Cruise Lines 1996 – 2000Senior Analyst Customer Revenue Development, Revenue Management – 1999 to 2000Special Projects Analyst, Revenue Management – 1998 to 1999Product Analyst, Revenue Management – 1997 to 1998Staff Accountant - Operations Accounting – 1996 to 1997AddendumCertifications & Training SAS Business Intelligence  Omniture SiteCatalyst SAS MA Data Infrastructure  Documentum Content Server SAS Marketing Automation 123OLAP Applied Essbase Speaker Boot Camp (Bart Queen) Coaching the Champions (8.8 CEU’s)PR, Professional Accolades & AwardsSpeaker, “Actionable Value-Based Customer Segmentation for Maximum ROI”, Customer Value Measurement track at the Measure Up Marketing Conference, March 2010.Case study and interview included in “Analytics at Work: Smarter Decisions, Better Results” by Thomas Davenport, Jeanne G. Harris and Robert Morison, released January 2010. (begins page 61)Case study included in “Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know” by Mark Jeffery, released January 2010. (begins page 151)Speaker, “Optimizing Your Game”, providing campaign optimization insights for Acxiom’s C-Summit event, September 2009.Elected 2009 1to1 Customer Champion. Profiled in 1to1 Magazine, Summer 2009 issue, published June 01, 2009. http://www.1to1media.com/view.aspx?DocID=31621 Contributor to CNET Review, “Want a crystal ball for business? Some software comes close.” May 2009. http://reviews.cnet.com/budget-tech/want-a-crystal-ball-for-business-some-software-comes-close/ Panelist on AMA & Better Management’s Smarter Marketing Webcast, “How to Execute Campaigns That Deliver ROI”, April 28, 2009. http://www.bettermanagement.com/seminars/seminar.aspx?l=15018 Panelist on Better Management’s Webcast, “Weathering a Tough Economy”, Live from SAS Global Forum, March 23, 2009. http://www.bettermanagement.com/seminars/seminar.aspx?l=15005 Contributor to Business Week Special Report, “Business Intelligence Software’s Time Is Now”, March 02, 2009. http://www.businessweek.com/technology/content/mar2009/tc2009032_101762_page_2.htm Speaker, Customer Analytics Track, at the National Center for Database Marketing (NCDM) Conference, December 2008. Speaker, Customer Analytics Track / Panelist, Revenue Management Track, at the Premiere Business Leadership Series Conference, October 2008.Speaker, Outlook for Luxury & Budget Travelers, at TIA Marketing Outlook Forum, October 2007.Collaborated on and quoted in Carnival Cruise Lines case study on CRM integration published by Harvard Business School on July 7, 2005, case number N2-806-015.<br />