John T. Tompson
Bartlett,IL
Summary
Results-driven CRM Technology Leader with 17+ years of experience leveraging data-driven solutions and marketing automation to maximize ROI for Fortune 500 companies. Expertise in HCL/Unica Campaign, SAS 360 Engage Direct, and SAS RTDM. Proven ability to lead campaign operations and analytics across Wireless, Media, and Transportation industries.
Overview
26
26
years of professional experience
Work History
Senior Campaign Consultant, Campaign Operations and Analytics
U.S. Cellular
07.2012 - Current
- Led a multi-channel marketing operations team, orchestrating 40M+ annual touchpoints across POS, direct mail, email, and SMS channels, resulting in a 15% increase in customer engagement
- Successfully managed the conversion of 75+ Unica Direct Marketing Campaigns to SAS Engage Direct on-time and under budget, saving the company over $100k annually and improving campaign execution speed by 25%
- Directed and mentored a team of on-shore and off-shore analysts, improving team efficiency by 10% and successfully upskilling the team in SQL to improve data access and campaign efficiency
- Led the development of custom database processes using SAS and SQL, resulting in a10% lift in device upgrades for the company
- Manage external vendor relationships including Demographic, Email and SMS service providers to streamline efficiency and campaign list file accuracy
- Lead on IS-related system enhancements and support the development of new campaign management tools, processes and database enhancements
Senior Manager, Campaign Operations and Analytics
U.S. Cellular
07.2009 - 07.2012
- Developed Unica Campaign diagrams based on complex CRM/Marketing requirements, targeting customers with relevant offers and reducing subscriber churn by 10%
- Monitor ongoing Unica and SAS Campaigns to ensure successful and accurate delivery of messages to a subscriber base of over 6 million
- Developed custom SQL and SAS processes to integrate external data sources into campaign development, improving targeting accuracy by 15%
- Develop procedures to check campaign data for accuracy
- Administered the campaign management application, ensuring consistent targeting, execution, and quality control of all marketing campaigns, resulting in a 10% reduction in campaign error rates
- Provided in-depth analysis of campaign results, contributing to an overall evaluation of campaign success and informing future strategies that increased ROI by 12%
- Collaborated with the Data Science team to integrate predictive modeling and customer segmentation insights, resulting in a 15% increase in campaign conversion rates
Senior Database Marketing Analyst
U.S. Cellular
08.2007 - 07.2009
- Managed technical development and design of company-wide marketing campaigns using Unica Campaign, SQL, and SAS, coordinating with marketing managers to design campaigns across email, telesales, and direct mail channels, resulting in a 20% increase in campaign reach
- Implemented custom SQL and SAS processes for enhanced campaign targeting
- Collaborated with Data Science team to incorporate predictive modeling and customer segmentation insights
Database Marketing Analyst
Tribune Company
03.2003 - 08.2007
- Manage technical development and design of company-wide marketing campaigns using Unica Campaign, SQL and SAS
- Coordinate directly with marketing managers to design campaigns across channels including email, telesales and direct mail
- Managed consumer privacy processes across business units, ensuring compliance with federal regulations and reducing legal risks by 10% annually
- Implemented enterprise-wide campaign management system to improve marketing velocity by 10% annually
- Converted mainframe legacy campaign programs (SAS) to a new enterprise campaign management system (Unica), resulting in a 30% reduction in processing time
Analyst - Applications Development
United Airlines
08.2000 - 03.2003
- Analyzed, designed, coded, tested, documented, and supported HR/payroll systems using SAS and COBOL, providing timely information to 100,000 employees worldwide and maintaining a system uptime of 99.9%
- Led the year-end W-2 project, processing and printing W-2 forms for over 100,000 employees and ensuring 100% on-time delivery
- Developed a SAS system to reconcile wage garnishments with payroll deductions, saving users 20 hours per week and ensuring accurate payments to vendors
Programmer/Analyst, Total Benefits Administration
Hewitt Associates
05.1999 - 08.2000
- Coordinated the Retirement Plan Benefit Payment process for 20,000 participants, developing new programs and enhancing systems using SAS and SQL, reducing payment errors by 10%
- Developed a SAS system (Proc Freq, Proc Means) to compute the average cycle time for pension estimates, improving the accuracy of customer information by 15%
Education
Computer Career Program Certificate -
DePaul University
Bachelor of Science - Operations Management
Northern Illinois University
Skills
- HCL/Unica Campaign
- SAS 360 Engage Direct
- SAS Real-Time Decisioning
- SQL
- SAS
- Python
- Oracle
- DB2
- Cognos
- Tableau
- SQL Developer
- SAS Enterprise Guide
- Team Leadership
- Project Management
- Technical Mentorship
- Campaign Development & Execution
- Campaign Measurement
- Data Warehousing
- Real-Time Decisioning
- Power BI experience
- Cross-functional collaboration
- SQL proficiency
- MS Excel
- Collaboration with interdisciplinary team
- Marketing analytics
- Tableau expertise
- Python programming
- Data-driven decision making
- Process improvements
- Data analytics
- Technical Mentorship
- Campaign Development & Execution
- Campaign Measurement
- Data Warehousing
- Real-Time Decisioning
Core Competencies
HCL/Unica Campaign, SAS 360 Engage Direct, SAS Real-Time Decisioning (RTDM), SQL, SAS, Python, Oracle, DB2, Cognos, Tableau, SQL Developer, SAS Enterprise Guide, Team Leadership, Project Management, Technical Mentorship, Campaign Development & Execution, Campaign Measurement, Data Warehousing, Real-Time Decisioning
Timeline
Senior Campaign Consultant, Campaign Operations and Analytics
U.S. Cellular
07.2012 - Current
Senior Manager, Campaign Operations and Analytics
U.S. Cellular
07.2009 - 07.2012
Senior Database Marketing Analyst
U.S. Cellular
08.2007 - 07.2009
Database Marketing Analyst
Tribune Company
03.2003 - 08.2007
Analyst - Applications Development
United Airlines
08.2000 - 03.2003
Programmer/Analyst, Total Benefits Administration
Hewitt Associates
05.1999 - 08.2000
Bachelor of Science - Operations Management
Northern Illinois University
Computer Career Program Certificate -
DePaul University
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