1. EILEEN G. LIPSICH
(214) 537-8502 elipsich@sbcglobal.net
Dallas, Texas 75248 www.linkedin.com/in/eileenlipsich
MARKETING MANAGER
Strategic marketer who understands the customer and helps companies navigate the marketplace to achieve
ROI. Analytical thinker with strong business acumen, who generates actionable insights from marketing
research, tracking studies, transaction data or competitive intelligence.. Develops analysis and KPIs,
communicates results, recommends strategic opportunities and facilitates consensus. Effectively manages
teams and external vendors. Excels at:
• Analytics • Consumer Insights
• Customer Experience • Competitive Analysis
• Data Mining • Segmentation
TECHNICAL SUMMARY
• Proficient in Access, Excel, Word, PowerPoint, Word Perfect and GIS mapping software.
• Experienced in SQL, Visual Basic, Google Analytics, Visio, SPSS, Internet survey tools, and SAS.
PROFESSIONAL EXPERIENCE
MCKINLEY MARKETING PARTNERS, Dallas, Texas 10/08 to present
Provides experienced marketing resources and marketing consultants to companies for interim assignments.
Contract Marketing Consultant
• Contract positions providing marketing expertise to clients on an interim basis.
LATIMARK, Irving, Texas (Reason for leaving: Reduction in Force) 6/07- 4/08
A consulting firm providing marketing talent to help identify and solve problems and deliver results on a contract basis.
Senior Marketing Manager
Clients included: Nokia, The Dallas Morning News and American Airlines Federal Credit Union
• Developed insights from Nokia research concerning the positioning of the brand in the marketplace, and
recommended opportunities for increasing market share and customer satisfaction.
• Developed Visio templates to guide customer service agents at The Dallas Morning News in standardized
procedures for resolving subscriber issues.
• Utilized internet survey programs to capture data, and developed analysis of insights and made
recommendations for increasing internal employee retention.
FEDERAL HOME LOAN BANK OF DALLAS, Dallas, Texas (Reason for leaving: Reduction in Force) 11/05 –
1/07
One of a system of nine cooperatively-owned wholesale banks providing financial services to member banks.
Senior Market Research Analyst
• Directed market research to assess member-bank attitudes towards the value of membership, bank services
and products of the banker’s bank, driving increased member satisfaction and bank profitability.
• Prepared ad hoc analyses of bank loan activity, gauging the success of product offerings.
L*INTERESTS, Dallas, Texas (Reason for leaving: closed business) 1/03 – 11/05
A boutique consulting firm specializing in GIS services and demographics expertise.
Project Manager
• Supplied GIS mapping and data services to firms in the natural gas industry, identifying drilling sites and
property lease opportunities.

2. • Developed market segmentation for firms in the non-profit sector, resulting in clearer understanding of their
reach.
PIZZA HUT, Dallas, Texas (Reason for leaving: started own business) 4/01 – 12/02
The world's largest international pizza restaurant company with over 10,000 restaurants in the United States and 100 other countries.
CHAMPS Program Manager
• Managed the on-going customer experience program for the $4 billion multi-unit restaurant operator,
utilizing phone surveys to develop insights and generate enhanced performance and customer loyalty.
• Worked with company and franchise operators to interpret survey results, producing improved operations at
the unit and franchise level.
• Mined internal company data, analyzing customer purchasing history and loyalty.
• Developed and implemented upgrades to survey design and user tools, creating clearer goals and generating
better utilization of survey results by all parties.
COMPUSA INC., Dallas, Texas (Reason for leaving: Reduction in Force) 8/93 – 11/00
CompUSA operated more than 240 locations in more than 90 major metropolitan markets across the United States before being sold.
Real Estate Marketing Manager, Finance Manager
• Managed analytics for identifying and validating strategic expansion markets for the $6 billion multi-unit
technology retailer.
• Assessed market penetration and developed market segmentation, projecting trade areas for new locations
and identifying potential cannibalization and incremental volume opportunities.
• Developed a model utilizing trade area information to project sales and trade areas for new sites.
• Generated competitive intelligence that aided in evaluation of strategic markets and products.
• Developed financial analysis for ad hoc projects, evaluating the implementation of retail programs.
JCPENNEY COMPANY, Dallas, Texas (Reason for leaving: Reduction in Force) 1/88 – 5/93
JCPenney operates more than 1,000 department stores throughout the United States, as well as selling on the Internet and by catalog.
Senior Project Manager
• Directed corporate-level market research projects identifying customer attitudes and developing consumer
insights, enabling the $18 billion multi-unit retailer to better understand the marketplace.
• Utilized quantitative and qualitative methods to evaluate the success of corporate initiatives.
• Managed annual customer tracking studies, measuring the success of the company’s efforts at shifting its’
image.
• Assessed market penetration by mining internal customer data and utilizing Prism to develop customer
segmentation, gauging the success of JCPenney in penetrating major markets.
• Managed use and update of syndicated research to understand demographics and purchases, generating
increased understanding of customer purchasing trends.
EDUCATION
University of Texas at Dallas, Dallas, Texas
Master of Science (MS) in Management and Administration in Marketing,
Southern Methodist University, Dallas, Texas
Bachelor of Business Administration (BBA) in Marketing,
PROFESSIONAL ACTIVITIES
American Marketing Association
National Network of Commercial Real Estate Women