Summary
Overview
Work History
Education
Skills
Accomplishments
Timeline
Awards
ADDITIONAL
Generic

Edward Rees

Lakeland,FL

Summary

Senior management professional, bringing strategic leadership and operational excellence to drive organizational success. Skilled in project management, team collaboration, and process optimization with keen focus on achieving results. Adept at navigating complex challenges, fostering culture of accountability, and adapting to evolving business needs. Known for strong decision-making, effective communication, and building high-performing teams.

Overview

34
34
years of professional experience

Work History

Sr Manager, Media Analytics

Publix Supermarkets, Inc.
01.2018 - 01.2025
  • Leads cross-functional teams encompassing Information Systems, Marketing Analytics and Agency resources to build out robust cross-channel marketing measurement capabilities, including multi-touch attribution (MTA), media mix modeling (MMM) and test-and-learn processes. Measurement and optimization on both monetary (conversion) and attitudinal (Brand Lift) outcomes.
  • Leading re-architecture of web platform analytics platform, leveraging Google Analytics 360, Optimize 360, and Google Tag manager 360.
  • Driving migration between tag management solutions and methodologies.
  • Drove process improvement, training and documentation to efficiently align agency, channel lead, and marketing project management teams on proper tracking setup of campaigns.
  • Manager, Digital Media Analytics (2018-2023)

Sr Manager, Data Enablement, Targeting and Business Intelligence

Universal Orlando Resort
03.2013 - 12.2017
  • Leads multiple teams that enable marketing technologies supporting personalized targeting across multiple channels through implementation and operationalization of multiple technology stacks.
  • Drive integration of multiple data sources into marketing data ecosystem to enable guest insights, data analysis, and process reporting of campaign activities and guest behavior across channels including CRM/Email, Personalized Web and Paid Media.
  • Spearheaded deployment of Adobe Audience Manager DMP technologies, enabling bi-directional integration with corporate data marts and transactional systems.
  • Expanded team beyond Web Analytics to include Email, CRM, and Data Analyst and QA roles to expand Marketing analysis and targeting capabilities.
  • Directed incorporation of modeled targeting to DMP and CRM systems.
  • Directed enhancement of Marketing Data Mart to include Data Hygiene and QA processes; addition of online data feeds integrating DMP and web analytics data
  • Sr Manager, Marketing Analytics and Targeting (2015-2016)
  • Manager, Digital Analytics (2013-2015)

Sr Database Marketing Analyst

Wyndham Vacation Ownership
08.2010 - 03.2013
  • Expanded partnership with the Wyndham Hotels loyalty program in order to design and implement a multi-channel campaign reporting database.
  • Proposed new campaign measurement mechanisms for reports on effectiveness within multiple channels.
  • Expanded the loyalty program’s electronic channel reach by 100%, doubling the amount of participants.
  • Increased utilization of internal databases by 400% by introducing new segmentation techniques.
  • Predicted campaign launch timing with more efficiency and success using inventory gaps.
  • Expanded custom databases, ETL processes, and analysis sets to link marketing campaigns and results.

Sales and Marketing Manager

Conveyor Experts
03.2009 - 08.2010
  • Developed and launched sales strategies and marketing programs designed to target new clients and expand market reach.
  • Successfully expanded dealer network list by 400% through highly effective marketing and direct contact.

Marketing Manager, Group and Disney Institute

Walt Disney Company
08.2007 - 03.2009
  • Analyzed marketing impact across multiple channels, identifying and capitalizing on untapped business opportunities and market segments for Group Sales and Marketing (B2B).
  • Created innovative campaign management techniques designed to align project pipeline needs with past performance.
  • Designed and implemented group sales forecasting tools used by sales team to target gap periods

Managing Partner

Information Packaging Unlimited d/b/a NetForcement
10.1994 - 01.2007
  • Built custom software application business, evolving focus to information security practice, adjusting to market demands and competitive pressure.
  • Primary architect and development manager for custom applications and integrations to increase efficiencies and compliance for clients.
  • Created system to manage all Drug and Alcohol compliance programs for US agencies, including DOS, DOT, INS
  • Created turnkey parking ticket enforcement and collection system utilized in several cities and universities
  • Developed custom integration solutions for Goldmine and Sales Logix CRM platforms
  • Engaged as interim President for Liberty Mutual Occupational Medical Services division
  • Invited speaker for multiple TopSpeed Developer Conferences (USA: ‘97, ‘98; Europe ‘97, ‘99)

Vice President of Operations

Concorde, Inc.
01.1991 - 01.1994
  • Managed all operations around nationwide occupational health services company, focused on regulatory health compliance programs.
  • Designed, created and operationalized systems to integrate compliance tracking and reporting with clients’ systems, increasing barrier to client attrition
  • Increased penetration in major accounts by over 100% through direct sales efforts and systems integrations
  • Executed operations, personnel and system integration through two company acquisitions

Education

Chemistry, Computer Science

University of Pennsylvania
Philadelphia, PA

Skills

  • Effective team leadership
  • Interdepartmental teamwork
  • Flexible problem-solving
  • Media performance enhancement
  • Media Analytics & Optimization (Cross Channel; Single Channel)
  • Web analytics expertise
  • CRM and email marketing systems
  • Business intelligence tools proficiency

Accomplishments

* Championed and led implementation of Media Mix Models for media optimization

* Championed led implementation of Multi-Touch Attribution optimization

* Drove integration of all media data to support interdepartmental reporting and modeling

* Built entire media analytics team

Timeline

Sr Manager, Media Analytics

Publix Supermarkets, Inc.
01.2018 - 01.2025

Sr Manager, Data Enablement, Targeting and Business Intelligence

Universal Orlando Resort
03.2013 - 12.2017

Sr Database Marketing Analyst

Wyndham Vacation Ownership
08.2010 - 03.2013

Sales and Marketing Manager

Conveyor Experts
03.2009 - 08.2010

Marketing Manager, Group and Disney Institute

Walt Disney Company
08.2007 - 03.2009

Managing Partner

Information Packaging Unlimited d/b/a NetForcement
10.1994 - 01.2007

Vice President of Operations

Concorde, Inc.
01.1991 - 01.1994

Chemistry, Computer Science

University of Pennsylvania

Awards

  • NBC UNIVERSAL, Hackathon Representative for Universal Global Parks and Resorts 2015,

Selected as one of seven Team Members to represent the worldwide Parks team in NBC Universal’s internal technology innovation challenge competition, 

  • Excellence in Leadership Award Recipient 2014,

Every quarter, Universal Orlando recognizes Team Members who demonstrate the leadership behaviors that are critical to the success and development of Team Members and the business of Universal Orlando. Marketing and Sales division selects one recipient each quarter out of a population of over 600 marketing team members.

ADDITIONAL

  • Member, ANA Measurement & Accountability Committee (2024-2025)
  • Board Member, Wyndham Worldwide internal diversity and associate business group (2012-2013)
  • Chair of Programs, Small Business Board, Orlando Regional Chamber of Commerce (2006)
  • Small Business Board Member, Orlando Regional Chamber of Commerce (2003-2006)
  • President, Central Florida Windows Enterprise Users Group (2006-2007)

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