Becky Johnson
Summary
Disciplined Marketing Manager with competitive spirit and constant thirst for knowledge. Exceptional leader offering 20+ years in developing data-driven marketing strategies in hospitality and retail. Skillful in developing marketing strategies and mail programs and managing marketing budgets. Recognized for finding creative ways to engage customers and drive product adoption.
Overview
25
25
years of professional experience
Work History
Manager CRM and Loyalty Performance & Planning
Build-A-Bear Workshop
08.2021 - Current
- Responsible for CRM and Loyalty program activation planning, measurement, bench-marketing, and project management
- Drove segmentation testing and implementation for personalized email campaigns
- Created strategy for life cycle campaigns and journeys to target consumer base
- Created targeted analysis designed to pinpoint areas for improvement
- Lead collaborated with a variety of internal and external partners to define requirements, plan tests, and hold responsibility for complete, accurate and on-time delivery
Manager of Financial Planning and Analysis
Hollywood Casino
04.2019 - 07.2021
- Integral part of the strategic planning process for the three local casinos and their revenue-generating amenities, including setting timelines and identifying needed resources
- Monitored financial operations of the three properties, focusing on efficiencies of marketing and labor operations, reporting directly to the executive teams (stakeholders)
- Recommended strategy improvements for marketing campaigns to increase revenue and drive margins
- Worked closely with senior management for budgeting and long-range planning
- Monitored competitors for competitive analysis and tracked any changes
- Created guest segment analysis and made recommendations for programming changes, focusing on various metrics including age bands, targeted zones and day of week marketing
- Special projects for the general manager as needed
- Instrumental in reorganizing the Volunteer Committee at the Hollywood Property to increase team member engagement and our presence in the community
Direct Marketing Manager
Hollywood Casino
10.2012 - 04.2019
- Played the lead role in launching direct mail programming for the casino upon opening in 2012
- Created test and control models in CRM using Aprimo, providing post analytics to assist in planning for all programs including loyalty and acquisition
- Provide ad hoc analytics as needed on various projects, including identifying avenues for revenue capture and identifying lost revenue
- Forecasted expenses and revenues for various marketing programs, including direct marketing, promotion and Player Development VIP events
- Provided leadership to the marketing team during transitional times
Marketing Research Analyst
Polyone (Formerly SparTech Corp)
01.2012 - 10.2012
- Responsible for dissecting forecast & market trends in order to identify the growth markets to be targeted by marketing/sales activities
Marketing Research Analyst
Silgan Plastics
01.2011 - 01.2012
- Responsible for collating and assessing market data utilizing internal & external databases to identify/monitor trends that will impact business.
Accounting Supervisor, Accounting Analyst
Sara Lee Bakery
01.2008 - 01.2011
- Centralized accounting processes from local bakeries to the corporate office and subsequently to a 16-person team in Manila
- Performed various accounting tasks including account reconciliation and journal entries
- Managed staff of three accountants and a clerk
- Performer reporting on scan-based trading and monthly reconciliations
Regional Direct Marketing Manager, Database Marketing Manager
Isle Of Capri Casino
01.2003 - 12.2007
- Centralized direct mail execution from the property level to the corporate level
- Managed direct mail execution of up to four properties remotely from St. Louis and Biloxi
- Strategized at both the corporate level and property levels for programs to drive revenue and increase retention Assist with marketing events and promotions as needed
- Developed direct mail programs and drove revenue and hotel occupancy at Isle of Capri Bossier City Location
Marketing Analyst, Senior Financial Analyst
Harrah's Entertainment
12.1998 - 01.2003
- Partnered with the marketing leadership to create targeted direct mail strategies to drive casino revenue
- Created marketing analytics processes for all programs at the casino, including analyzing all test and control programs and making recommendations
- Prepared forecasts, long and short-range plans and other ad hoc projects as needed
- Spear-headed annual budget process including budgets for new hotel and food-outlets
Education
Graduate Classes - Digital And Consumer Marketing
University of Missouri
2018
Master of Business Administration - Finance, Marketing and Accounting
Louisiana State University
1998
Bachelor of Art - Journalism, History
University of Louisiana
1988
Skills
- Marketing Campaign Development
- Revenue Growth
- Direct Email Campaigns
- Market Trend Analysis
- Data Integrity
- External Marketing
- Campaign Tracking
- Develop Campaigns
- Customer Retention Strategies
- Direct Marketing
- Email Blasts
Timeline
Manager CRM and Loyalty Performance & Planning
Build-A-Bear Workshop
08.2021 - Current
Manager of Financial Planning and Analysis
Hollywood Casino
04.2019 - 07.2021
Direct Marketing Manager
Hollywood Casino
10.2012 - 04.2019
Marketing Research Analyst
Polyone (Formerly SparTech Corp)
01.2012 - 10.2012
Marketing Research Analyst
Silgan Plastics
01.2011 - 01.2012
Accounting Supervisor, Accounting Analyst
Sara Lee Bakery
01.2008 - 01.2011
Regional Direct Marketing Manager, Database Marketing Manager
Isle Of Capri Casino
01.2003 - 12.2007
Marketing Analyst, Senior Financial Analyst
Harrah's Entertainment
12.1998 - 01.2003
Graduate Classes - Digital And Consumer Marketing
University of Missouri
Master of Business Administration - Finance, Marketing and Accounting
Louisiana State University
Bachelor of Art - Journalism, History
University of Louisiana
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