Matt Wells
378 Macalester St, St Paul MN 55105 USA
(651) 695 0086   matt@mattwells.com  LinkedIn profile

Marketing analytics and marketing operations professional with broad experience in market segmentation and CRM system management.  Boundary spanner and team builder who speaks the language of sales professionals, software engineers and everyone in between.

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 for complex tasks involving opinion leaders, customers, and internal constituencies
• Client management
• Supervision, mentoring and development of analytics professionals

ACCOMPLISHMENTS:

• Led development of a marketing technology solution for online research platforms that started as a $9,000 proof of concept and is now a multi-million dollar revenue generator (won corporate Award of Excellence).
• Led media planning and analysis toolkit development from Excel spreadsheets to complete integration with CRM tool and 800% growth in monthly records with no increase in headcount
• Led marketing operations team through a 50% CAGR in list development over four years with no increase in headcount
• Led development of e-mail toolkit enabling marketers to create and execute e-mail campaigns from a brand-compliant template with three day turnaround instead of typical six week turnaround.
• Led analytics project integrating data from government agencies, enterprise data warehouse, and other corporate entities to build definitive market opportunity framework for intellectual property products sold to law firms, resulting in $3 million in incremental sales volume in the first two years.

EXPERIENCE:

Director, Marketing Analytics, West, a Thomson Reuters company, 2005-

Lead marketing analytics and operations teams (eight staff members); supervise the development of complex predictive models; supervise team of marketing operations specialists executing list development (Unica); lead the development, planning and implementation of online marketing operations toolset and other marketing automation

Director of Analysis, Marketing Architects, Inc. 2003-2005

Led planning and analysis team (five staff members); design, planning, execution and results interpretation for multiple creative, offer, and media tests each month for dozens of direct response advertiser products; served as lead business analyst for CRM development

Director of Database Marketing and Analysis, The Lacek Group 2000-2003

Provided expertise in creation, management and use of data warehouse for database marketing acquisition and retention efforts; led strategic review of database marketing capabilities; aggregated and interpreted data from multiple sources

Manager of Database Marketing, Select Comfort Corporation 1997-2000

Managed name selection, prospecting, and reporting of results for all retail advertising and direct marketing programs; managed development and implementation of trade area definitions

Manager of Auxiliary Services, Concordia Language Villages 1990-1997

Managed transportation operations; managed capacity controls for summer and academic-year programs; managed retail operations.

EDUCATION:  M.B.A., Minnesota State University; B.S. in Statistics, Honors, Case Western Reserve University