Matt Wells
(651) 695 0086
matt@mattwells.com
OBJECTIVE:
Challenging integrated direct
marketing management position with an emphasis on analysis, strategic thinking,
and the development of new ways to engage the customer.
ACCOMPLISHMENTS:
·
West:
Lead consultant in the continuing development of the "Westlaw Marketing
Engine", building an integrated direct marketing platform inside an online
research tool that generates over a billion dollars in revenue each year
·
West:
Created "Practice Area Opportunity Maps" to identify customer
segments within legal specializations
·
West:
Created "New Product Targeting Models" to quickly segment and then
re-segment customers for new product opportunities based on response
·
Marketing
Architects: Lead development of RESULTS response reporting system and MARTHA
response tracking and assignment systems
SKILLS:
·
Problem
solving through quantitative analysis of many forms of data, including market
research, media, demographic, sales, and usage data, using database
manipulation and statistical methods
·
Team-building
and project management for complex tasks involving opinion leaders, customers,
and internal constituencies
·
Client
management in an agency setting to a wide variety of direct marketers
·
Management
and execution of complex direct marketing programs
·
Supervision
and professional development of marketing analysts
EXPERIENCE:
Director,
Marketing Analytics, West, a Thomson
Reuters company, 2005-
Lead database marketing
analytics team (eight staff members, including 2 PhDs)
Lead the development, planning and implementation of online marketing tools as
a business analyst as well as a marketer
Supervise the development of complex predictive models for many Thomson
businesses
Director of Analysis, Marketing Architects, Inc. 2003-2005
Lead planning and analysis team (five staff members)
Lead the design, planning, execution and results interpretation for multiple
creative, offer, and media tests each month for dozens of direct response
advertiser products
Director of Database
Marketing and Analysis, The
Lacek Group 2000-2003
Creation, management and use of data warehouse for
database marketing acquisition and retention efforts
Strategic review of database marketing capabilities
Aggregation of data from multiple partner sources into single datamart for database marketing acquisition and retention
efforts
Manager of Database
Marketing, Select Comfort Corporation
1997-2000
Manage name selection, prospecting, and reporting of
results for all retail advertising and direct marketing programs
Manage development and implementation of trade area
definitions
Manager of Auxiliary
Services, Concordia Language Villages
1990-1997
Manage villager and staff
transportation operations.
Manage capacity controls for summer and academic-year programs.
Manage retail operations.
EDUCATION:
M.B.A., Minnesota State University
B.S. in Statistics, Honors, Case Western Reserve
University