Scott Hample has over 15 years of experience in marketing analytics, database marketing, digital marketing, and market research. He has held positions at several organizations, including the University of Maryland, The Baltimore Sun Media Group, CitiFinancial, the United States Postal Service, and McCormick & Company. Hample has a proven track record of improving marketing ROI, increasing sales and reducing costs through data-driven segmentation, predictive modeling, A/B testing, and digital analytics. He has expertise in direct marketing, customer profiling, web analytics, and developing marketing strategies.

1. Scott Hample, MBA
 Baltimore, Maryland  (443) 764-5700  scotthample@comcast.net  www.linkedin.com/in/scotthample
MARKETING AND DIGITAL ANALYTICS PROFESSIONAL
BACKGROUND SUMMARY
Proactive problem solverwhoenjoys tellinga story from numbers.Results-orientedmanagerwith seniorlevel experience performing
MarketingandWeb Analytics for B2B andB2C marketingprograms.Stronganalyticalskillsin segmentingprofitablecustomers and
developingsolutionsto increase profitabilityandMarketing ROI;tracks trends, modelsdata,andexecutesforecasts.Expert in testing
digital content,website navigation andusability.
Database Marketing Data Mining Direct/Email Marketing Customer Satisfaction Digital Marketing Marketing Research
SELECTED ACCOMPLISHMENTS
 Baltimore Sun: Improved advertising sales performance by ~3.5% by better identifying profitable current and prospective customers.
 US Postal Service: Increased online cross sell and up sell opportunities ~10%.
 Chick-fil-A: Introduced grilled chicken sandwich and other food products and freestanding restaurants.
 The Ritz-Carlton Hotel: Established customer satisfaction benchmarks for its application for the Malcolm Baldrige Award.
 XM Satellite Radio: Reduced subscriber churn ~2% by creating a system that alerted pending contract terminations.
 Laureate Education: Improved retention by ~10% while increasing communication ROI by ~7% by measuring media effectiveness.
 BellSouth: Built lead generation system leading to ~15% in sales leads. Developed sales territory realignment, deriving quotas and pricing.
AREAS OF EXPERTISE
Database/Direct Marketing/CRM
 Perform and communicate key data analytics; identifying trends, patterns, and consumer insights.
 Develop database and direct/email marketing initiatives aligned with strategic goals/objectives. Manages workflow.
 Segment and profile customer base that maximizes retention and generates prospect lists.
 Model campaign response and produces standard and ad hoc KPI dashboard reports.
 A/B Test direct marketing and email campaign messages/call to action.
 Direct and supervise maintenance and structure of marketing databases.
Internet Marketing
 Develop online and email marketing campaigns that drive new and repeat business.
 Perform web analytics to measure successful digital strategies including PPC, SEM and SEO performance.
 Analyze online and email messages/offers to improve performance and conversion rates.
Marketing Research
 Implement and manage primary (qualitative and quantitative) and secondary market research.
 Conduct new product/service research; customer satisfaction/loyalty programs; win/loss analysis; ad testing; and segmentation studies.
 Experience also in data modeling, sales forecasting and trend analysis; competitive profiling; and SWOT Analysis.
Computer Skills
 Fluent in MS Access and Excel, Oracle, SQL, Cognos, Business Objects, Crystal Reports, SPSS, SAS; IRI, Nielsen, MapInfo, Retail Link,
Mintel, TDLinx, Claritas; Zoomerang, Qualtrics, and Survey Monkey; Constant Contact; Salesforce.com; and WebTrends, AdWord,
HitWise, Coremetrics, Adobe (Omniture) Site Catalyst, Tealeaf, and Google Analytics.
MARKETING ANALYTICS EXPERIENCE
Director,MarketSegmentation Analyst
University of Maryland, University Relations, College Park MD (2014-Present)
 Supporting Annual Giving/Alumni Association teams in direct mail/email fund raising programs
 Improving ROI by developing strategic segmentation of donor behavior practices
 Increasing profitability of direct mail, online, and email campaigns 10%+
 Creating stakeholder dashboards to report marketing campaign effectiveness
 Developing and conducting A/B testing of creative assets to optimize campaign performance;
 Working with campaign managers to review and test performance of new marketing tactics
 Monitoring academic donor landscape and stays current with marketing trends;
 Working collaboratively with cross-functional teams; Business Applications, Creative, Directors.
 Creating direct mail and email lists

2. Marketing Analyst
The Baltimore Sun MediaGroup, Baltimore MD (2012-2014)
 Analyzed and reported results of B2B and B2C direct and email/online marketing campaigns.
 Conducted customer profiling to identify new advertising prospects, and identifying cross- and up-sell opportunities.
 Modeled response and campaign back-end reporting.
 Evaluated pricing strategies of product portfolio and measuring sales performance.
Marketing Analyst
CitiFinancial/OneMainFinancial, Baltimore MD (2010-2012)
 Analyzed and reported results of direct marketing and mass media promotional activities as well as customer profiling.
 Predicted existing and potential customer profitability for direct marketing and mass media campaigns.
 Produced monthly and ad hoc reports outlining loan profitability and direct marketing response.
OnsiteConsultant/Marketing and Digital Analyst
United States Postal Service, Washington DC (2008-2010)
 Analyzed and reported results of online traffic, promotional and transactional activities as well as customer online behavior for ecommerce
site (shop.usps.com).
 Improved web site performance by ~10% by analyzing product demand, traffic, shopping cart abandonment, and banner ad effectiveness.
 Created model that measured and predicted volume, revenue, and profitability of online sales.
 Researched inventory turnover rates as well as increasing cross and up sell opportunities.
 Held US Government Confidential Clearance.
Managing Partner/Marketing Analyst
Target MarketingIntelligence,BaltimoreMD and AtlantaGA (2007-2008) & (2001-2002)
 Consulted and managed projects for independent marketing consultancy specialized in traditional Marketing Research, Database
Marketing, Direct Marketing, Competitive Intelligence and Digital Marketing.
 Performed qualitative (focus group moderator) and quantitative (surveys) research.
 Implemented/managed retailer customer satisfaction/customer loyalty programs for AAFES, Federated Stores, Popeye’s, Holiday Inn, and
SunTrust bank.
Marketing Research Manager/Marketing Analyst
McCormick & Company,BaltimoreMD (2006-2007)
 Monitored competitive action, wholesale/retail developments and changes in consumer trends, merger and acquisition activity, new
product launches and development of new distribution channels for McCormick brand, Zatarain’s, Old Bay, and Simply Asia.
 Utilized IRI, Spectra Nielson, Retail Link for measuring consumer sales.
 Reduced retailer out of stock merchandise by ~15% by creating new tracking methods.
 Improved ROI on merchandising programs 10% by modeling optimal retailer promotions.
 Appraised profitability of opening convenience/drugstore channels and launch of new natural/organic products.
OnsiteConsultant/Marketing Analyst
Atlanta GasLight Resources,Atlanta GA (2002-2004)
 Conducted qualitative and quantitative research.
 Served as data mining specialist to model data warehouse information to segment customer base.
 Gathered, reported and archived research on competitors, demographic markets, wholesale/retail customers, commercial and residential
customers.
 Improved customer satisfaction by ~4% overall from key customer groups.
 Assisted in transition of sales department from B2C to B2B orientation.
 Modeled natural gas pricing usage and demand among developers/construction firms for B2B strategy.
EDUCATION
Georgia State University, MBA, Marketing Management, Atlanta GA
University of Georgia, B.A. in Business Administration and Journalism, Athens GA
Continuing Professional Development: American Marketing Association, Market Research Association, CASRO
Individual Coursework: SQL, SAS, SPSS, MS Access/Excel, Customer Satisfaction, and Competitive Intelligence.
Scott Hample Page 2 (443) 764-5700