1. Irena McCue, MBA Phone: 617.285.2521 E-mail: irena.mccue@gmail.com
PROFILE
Speaker at 2015 Marketing Technology Summit (NEDMA) - “Techniques that Simplify Personalized Marketing and
Boost Revenue”. Results-driven marketing analytics professional with over 10 years of US and international consulting
experience in various industries including e-commerce, retail, CPG, hospitality, energy, manufacturing, pharmaceutical,
financial services, IT, marketing/advertising. Possess excellent ability to develop analytical professionals, make data
driven decisions and translate analysis into strategic business recommendations.
SKILLS
 Predictive analytics skills through Longbow software (used by Epsilon for retailers like The Container Store, New
York & Co, Hilton Hotels, Eddie Bauer, AutoNation, etc.)
o Probability of customer to defect in next 12 month period – used to improve customer retention and
reactivate customers with high probability to defect through trigger based marketing campaigns
o Probability of customer to make a purchase in 30-60-90 day period – used for improved targeting and
optimization of direct mail campaigns, by targeting customers that have highest probability to respond to
direct mail
o Next best product for each customer – used for cross-sell and retention campaigns with individualized
product recommendations and messaging based on segmentation
o Segmentation based on customer value, risk of defection, life cycle, demographical profile and other
atributes
 Experience with variety of campaign management tools and vendor management – Adobe, Exact Target,Silver
Pop, Bronto, Eloqua, Sales Force, E-Dialog, Quaero
 Exceptional quantitative, analytical, and problem solving skills
 Excellent Microsoft Office suite skills
EXPERIENCE
2011 – PRESENT PORTSMOUTH,NH
LOYALTYBUILDERS, MARKETING ANALYTICS SERVICES
Director of Client Management
 Manage teams to develop innovative approaches utilizing marketing analytics to increase sales through print, email,
mobile, social, call centers and loyalty programs
 Lead customer segmentation efforts and transform customer migration patterns into actionable insight for use in
CRM, loyalty and promotional offer strategies; determine near-term customer value and lifecycle metrics to support
marketing investment optimization
 Leverage deep understanding of predictive analytics, BIG DATA and new technologies to lead the development of
response, product affinity/cross sell, churn and value models to improve customer targeting efforts within direct mail,
e-mail loyalty and digital programs
 Designed Keurig’s individualized email strategy, first individualized email produced over $750,000 revenue lift and
was nominated by MIT Exchange for Innovative Email Marketing Award
 Improved direct mail targeting at Swanson Health Products, that resulted in $2.9 annual revenue lift
 Manage individualized monthly cross-sell and one time buyer campaigns at Sullivan Tire for over 4 years,in 2014
campaigns produced $4.5 million revenue lift
 Design and guided through execution cross-sell email campaigns for MyUS.com that produced $1.2 million revenue
lift
 Regularly for all clients - understand data structure, analyze it, and provide ways to execute against it, while driving
strategy from campaign results
 Ensure data integrity, hygiene and functionality; overseeing the analytic toolset (SQL, campaign management,
optimization, etc.)
 Drive the momentum of the change from traditional marketing to analytics based marketing at Keurig, Bradford
Exchange, Canadian Tire, Destination XL, Speedway, Vermont Country Store, Swanson, Patterson and other retailers

2. Irena McCue, MBA Phone: 617.285.2521 E-mail: irena.mccue@gmail.com
 Provide subject matter expertise support for advanced test design and evaluation – including power sampling
techniques and statistical significance (A/B split test, multivariate testing, etc)
 Calculate, maintain and regularly communicate the value of customers by sources of acquisition, customer type, and
channel
 Design dashboards, reports, identify and track key metrics
2003 – 2011 PORTSMOUTH,NH
IRVING OIL / OVERRIDE MARKETING SERVICES
Director of Business Intelligence & Analytics
 Designed and managed building of data analytics infrastructure in collaboration with IT team
 Trained team of analysts
 Worked cross functionally to define, scope, develop, and launch new loyalty programs with Dunkin Donuts, Bank of
America, Target,GE Capital, Best Buy, Staples, Home Depot, Lowes, Ford, Chevron, Shaw’s, that led to over $2
million increase in Gross Margin
 Identified opportunities that led to over $15 million successful capital investment
 Grew team from 2 to 8 professionals that provided analytical support for strategic partnerships, new geographies
expansions, new partner/product selection, competitive assessments,strategic investments, etc.
2003 – 2004 CINCINNATI,OH
PROCTER & GAMBLE
Men’s Skin Care Products Expansion and Marketing (Consulting Project)
 Conducted development of all elements of the marketing mix (product, packaging, price, promotion, advertising,
public relations and consumer research) for men skin care product
 Combined all elements into marketing plan and presented to P&Gmanagement team
2002 – 2003 HOPKINTON,MA
HEWLETT PACKARD
New Product Opportunities Identification and Marketing (Consulting Project)
 Developed packaging, bundling, and pricing guidelines for new product line, presented to Hewlett Packard executives
team
EDUCATION
GRADUATE SCHOOL OF BUSINESS AT BABSON COLLEGE WELLESLEY, MA
Master of Business Administration, Cum Laude
UNIVERSITYOF LATVIA RIGA, LATVIA
Bachelor of Science degree in Business Administration and Accounting
Full Government Scholarship