Dennis Kreibich
Valrico,USA
Summary
Solutions-oriented Database Marketing Manager with a demonstrated ability to create innovative and highly effective solutions across a variety of platforms to increase customer reach, brand awareness, and long-term profitability. Collaborative communicator with an aptitude for fostering strong relationships with the business to gather specific requirements and translate them into actionable marketing strategies and campaigns. Achieved outstanding levels of performance in line with best practice principals and led complex projects through all phases including scoping, analysis, planning, delivery, and testing. Tireless work ethic with a continuous improvement mindset and a passion for growth and development at individual and group levels. Sophisticated technical ability with long-term database management and customer targeting expertise. Continually focused on risk and security factors to ensure compliance with legal and regulatory requirements.
Overview
23
23
years of professional experience
Work History
Senior Manager Database Marketing
HSN
06.2022 - 05.2025
- Managed team of campaign managers in Omni Channel environment(Direct Mail, Email, Paid Social, Interact, Outbound Calling) utilizing HCL Unica Campaign, UMO, Interact.
- Managed Team on database platform conversion from Netezza to Synapse Cloud environment for Unica platform.
- Managed campaign processes to accommodate conversion from HCL Unica version 10 to 12.
- Managed data transition from existing Salesforce email vendor to new Bluecore email vendor.
- HSN Retention Marketing
- Key Accomplishments:
Database Senior Associate
New York Life
06.2021 - 06.2022
- Utilize Unica Campaign to execute targeted monthly campaigns.
- Worked with Team to convert existing Unica built campaigns to Adobe Campaign Classic.
- Utilize Toad and MS Access to QC data.
- Run quarterly CRM campaigns for Direct Mail and Email channels.
- Client & Database Marketing
- Key Accomplishments:
Senior Campaign Analyst
HomeDepot
01.2021 - 05.2021
- Managed data using Google Cloud Platform BigQuery and MessageGears to support database marketing.
- Reviewed and audited business requirement documents for upcoming campaigns.
- Lead quality assurance of data services and CRM campaign work.
- Performed a variety of tasks related to outbound direct marketing campaigns and process improvements within the CRM operation to execute a sophisticated contact management plan.
- Worked as liaison with CRM and IT teams to ensure data strategy and integration is managed according to campaign management vision.
- CRM
- Key Accomplishments:
Digital Marketing Senior Analyst
CitiBank
06.2019 - 01.2021
- Develop highly targeted Omnichannel campaigns for existing portfolio customers utilizing Cheetah Mail, Multiple Direct Mail Vendors, and online targeting.
- Review and audit business requirement documents for upcoming campaigns.
- Modify campaign code as needed for new campaigns.
- Market Information Management
- Key Accomplishments:
Targeting Analyst
NBC Universal
03.2018 - 05.2019
- Develop and implement targeting strategy for key market segments including the selection of target data across variety of campaigns utilizing Unica Campaign and Silverpop to create innovative and highly effective Digital marketing initiatives.
- Leveraged Unica Campaign 9 – 10.x to access large data sets to select a target audience to upload to Watson Campaign Automation to facilitate US, EMEA, LATAM, and Brazil International campaigns.
- Assisted team in conversion from utilizing eMessage to Watson Campaign Automation(Silverpop) for Triggered and Broadcast email campaigns.
- Provided extensive support and guidance for non-technical colleagues to resolve issues and answer queries.
- Liaised effectively with the business to elicit commercial requirements and build out target audience utilizing Unica Campaign.
- Modified existing Tableau reports as needed as well as refreshed report data.
- Digital Media Analytics
- Key Accomplishments:
Sr. Communications Specialist
Florida Power & Light
08.2014 - 03.2018
- Designed and directed a suite of innovative email marketing campaigns using key software solutions such as EMM Unica Campaign 9.x -10.x and Watson Campaign Automation(SilverPop). Fostered collaborative relationships with end users across the business to gather requirements and develop comprehensive strategic plans prior to campaign launch.
- Conducted a continuous analysis of core metrics and benchmarks to provide management with detailed progress reports.
- Converted externally run emails (SalesForce) to utilize Unica Campaign with Watson Automation (SilverPop); develop digital campaigns to select and output segmented customer data to email engine as well as integrate email personalization to produce world class emails. Performance metrics built every campaign to show campaign interaction.
- Leveraged Watson Campaign Automation (SilverPop) to create time and event based highly targeted email campaigns.
- Produced industry leading emails by leveraging segmented customer data and integrated email personalization while delivering built-in performance metrics and analytics solutions to facilitate the iterative development process.
- Performed in Data Steward capacity to manage the data validation and verification of all source file conversions from existing DataMart to new Hadoop data lake environment.
- Utilized Agile Project methodology to build out new or modify existing work streams as well as attend daily stand up meetings.
- Delivered outstanding marketing campaigns and spearheaded template generation, A/B testing, and database analytics as an integral aspect of the continuous improvement strategy.
- Created Flowcharts to be utilized by IBM Interact (Next Logical Product) offerings.
- Evaluated critical business processes and procedures to identify areas for improvement leading to a more efficient and productive organization and enhanced effectiveness of email campaigns.
- Created and modified Cognos reports to monitor Unica campaign performance.
- Tracked and analyzed campaign performance by developing tools and solutions using advanced MS Excel knowledge.
- Trained team members to build out new flowcharts in Unica 9.x along with build out of rule sets with Watson campaign automation for upcoming email campaigns.
- Utilized HTML code snippets to build out targeted emails and landing pages.
- Digital Experience
- Key Accomplishments:
VP, Consumer Strategic Analyst III
Bank of America
08.2013 - 08.2014
- Leveraged Unica Campaign 6.5 – 8.6 to develop complex campaign logic with a continuous improvement mindset to identify service gaps and inefficiencies in current flowchart designs. Output files were created for Email, Direct Mail, Inbound and outbound telemarketing.
- Spearheaded new operating standards by engaging with cross-functional teams to develop streamlined solutions which resulted in reduced costs, increased productivity, and mitigated risk. Monitored ongoing performance against KPI’s and other metrics.
- Successfully managed team of reporting analysts in Practice Solutions along with ongoing and ad-hoc report creation utilizing Excel with Pivot Tables and Business Objects.
- Updated monthly reporting dashboards.
- Practice Solutions
- Key Accomplishments:
VP, Market Information Manager
Bank of America
08.2003 - 08.2013
- Orchestrated file management operations for Unica driven Digital, Outbound telemarketing, Email, and Direct mail campaigns by leading source file management and ensuring accuracy of layout and validation of data in line with legal and regulatory responsibilities.
- Conceptualized and built comprehensive Unica flowcharts with Unica Campaign versions 6.5–8.6 to generate highly targeted direct mail, email, inbound, and outbound leads for Small Business and Consumer Credit Card new acquisition as well as upsell and cross sell strategy campaigns.
- Collaborated with Acquisition Production Managers and Risk Partners to test key segments and enhance customer engagement and process efficiency leading to reduced costs and increased profitability.
- Spearheaded a prospect database conversion initiative including input into automation, matching logic, and reporting.
- Created a suite of management information reports utilizing Unica Campaign, Business Objects, Excel, and SAS.
- Converted SAS coded campaigns that were originally designed to deliver customer updates through a single channel to now leverage the multi-channel delivery capability of Unica Campaign 8.6.
- Worked as team lead to train new personnel and oversee cobrand campaigns.
- Generate small business credit and consumer Credit card files for ecommerce by building out selection criteria and creating formatted output files utilizing Unica Campaign that is sent to TransUnion for web presentment to online banking customers.
- Created targeted pre-screened and ITA direct mail files to be used for email campaigns and splash offers utilizing Unica Campaign.
- Create outbound sales lead files for Salesforce.com.
- Handle all source file management; ensuring that the file layout is correct and all pertinent data is mapped correctly and in the correct format.
- Collaborate with cross-functional teams in order to provide consultative input in determining strategy, risks, and universe expansion opportunities.
- Communication of complex issues within the direct mail campaign and ensure process improvements by researching current processing for possible new ways of doing business while supporting the current process.
- Leveraged Marketing Operations to ensure offers have been loaded and are available to be used in Unica Campaigns.
- Work with Acquisition Product Managers and Risk partners in testing segments to improve response rates and approvals.
- Card Services
- Key Accomplishments:
Consultant, Marketing Interactive Information Management
Bank of America
09.2002 - 02.2003
- Responsibilities include data analysis of BankofAmerica.com web logs to fulfill enhanced measurement requirements.
- Gathering business requirements, creating detailed technical specifications along with service level agreement and disaster recovery plans.
- Click stream analysis of Bank of America web logs performed through queries against Teradata RDBMS platform.
- Key Accomplishments:
Education
Bachelor of Science - Management Information Systems
Pfeiffer University
Skills
- IBM Marketing Software 111(IBM Campaign)unica, HCL Campaign 121, Adobe Campaign Classic, LiveRamp, Neustar, TOAD, PMI-Agile, CBIP, EMM Unica Campaign, B2B, B2C, Sharepoint, Email Personalization, Litmus testing, Oracle, SQL Server, HTML, Databases, SQL, SQL Developer ,PGAdmin III, ETL, GreenPlum, DB Visualizer, IBM EMM (Unica)Campaign 65 -11, Watson Campaign Automation (SilverPop), IBM eMessage, IBM Interact, IBM Marketing Operations (UMO), Salesforce Cloud, SalesForce Data Loader, Data Mining, Big data, Hadoop, Performance measurement scorecards, Windows 10, FileZilla, Dropbox, Microsoft Office Products, Agile Project Methodology, PowerBI, Tableau, SaaS, A/B & Multi-Variate Testing, Advanced Excel, Excel Pivot Tables, Slack, Experience operating in an Agile SDLC environment utilizing Scrum, Software Development Lifecycle methodologies - SAFe, Waterfall, Agile, Quality Assurance, Project Management, Marketing, SMS Push; Google Cloud Platform BigQuery, MessageGears, Movable Ink, Analytics Engine, Mondaycom, Slack, Microsoft Teams, OneNote, database marketing, customer segmentation, Neustar, IBM Watson Marketing Cloud
Timeline
Senior Manager Database Marketing
HSN
06.2022 - 05.2025
Database Senior Associate
New York Life
06.2021 - 06.2022
Senior Campaign Analyst
HomeDepot
01.2021 - 05.2021
Digital Marketing Senior Analyst
CitiBank
06.2019 - 01.2021
Targeting Analyst
NBC Universal
03.2018 - 05.2019
Sr. Communications Specialist
Florida Power & Light
08.2014 - 03.2018
VP, Consumer Strategic Analyst III
Bank of America
08.2013 - 08.2014
VP, Market Information Manager
Bank of America
08.2003 - 08.2013
Consultant, Marketing Interactive Information Management
Bank of America
09.2002 - 02.2003
Bachelor of Science - Management Information Systems
Pfeiffer University
Areas of Expertise include:
- Strategic Analysis & Campaign Planning
- Requirements Gathering
- Reporting
- Team Management
- Agile/Waterfall Principles
- Unica Campaign Development
- Data Validation/Verification
- Data Analysis/Web Analytics
- Process Improvement
- Database Marketing