Joseph Mazzara
Grosse Pointe Woods,MI
Summary
A digital marketing professional with more than 15 years' experience in automotive, ecomm, and sports advertising. Strong communication and analytical skills supported by robust strategic thinking. Proven track record of success in developing strategy driven campaigns and insightful data visualizations.
Overview
17
17
years of professional experience
Work History
Business and Marketing Intelligence Manager
Shinola
10.2022 - 08.2023
- Created an integrated data model for all performance marketing channels into a singular source for reporting and analysis
- Designed, developed, and executed a first of its kind reporting platform to outline marketing spend and performance with Looker studio
- Analyzed data to identify root causes of problems and recommend corrective actions.
- Identified patterns and trends in large data sets and provided actionable insights.
- Co-authored several market micro strategies to alleviate off season revenue reduction and highlighted opportunities for sponsorships for the brand
- Developed geographic and demographic analyses to identify opportunities outside of core markets and outline potential audience pools not traditionally targeted.
Business Intelligence Consultant
Aquent
09.2016 - 10.2022
- Design and create data structure and reporting for South American Tier 3 dealers across media, site, and leads performance, leveraging Tableau software
- Partnered on creating first-of-its-kind data infrastructure within the GM ID&A enterprise
- Developed multi-lingual functionality for dashboards and reporting in English, Spanish, and Portuguese
- Lead visualization architect on proprietary leads reporting tool for non-U.S Markets
- Managed and motivated a team of Analytic Account Managers to provide actionable insights
Manager of Analytics, Tier II & Tier III Service
FordDirect
04.2016 - 09.2016
- Manipulate website analytics and leads data to create dashboards and visualizations for internal and external client use
- Develop insights and identify optimization opportunities for site content and paid media
- Work closely with internal and external clients on business and technology strategy (Tagging, development, etc.) to create optimal user experiences
- Create detail oriented project plans and internal reporting tools to help streamline production and delivery of products.
Manager, AnalyticsTier II
Team Detroit
06.2014 - 03.2016
- Develop, execute, and measure comprehensive testing plans to optimize performance across site and media executions
- Create reporting dashboards and data visualizations utilizing multiple data streams (site, search, media, social, etc.) to provide a comprehensive understanding of campaign performance
- Leveraged Adobe Omniture and Audience Manager to optimize site content and user experience
- Created a predictive modeling tools for annual media planning, based on historical data
- Managed a team of junior analysts, providing guidance and knowledge sharing
Digital Strategist
Campbell Ewald
09.2013 - 03.2014
- Developed comprehensive cross channel digital strategies for Cadillac new vehicle launches and reveals
- Managed relationships with vendor partners to create first-ever partnerships for the Cadillac brand
- Collaborated with analytics team to develop dynamic OLA optimization pilot program
- Monitored online trends, conversations and innovations to optimize strategies.
- Led projects to redesign web pages, diversify strategies and revitalize social media presence.
Manager of Media and Advertising
Palace Sports & Entertainment
05.2013 - 09.2013
- Crafted integrated media campaigns for entertainment and sporting events
- Established digital advertising best practices to leverage emerging technologies and broaden the reach of advertising campaigns into key audience demographics
- Negotiated and managed strategic partnerships with media vendors from various channels.
- Worked with marketing department to create targeted advertising strategies for key customer demographics.
Communication Strategist
Goodby, Silverstein & Partners
02.2012 - 03.2013
- Develop integrated, cross channel communication plans for high profile product launches and campaigns; including communication ecosystem, positioning briefs, creative platform briefs
- Strategic manager and liaison for inter-agency (media, creative, social, and experiential) communications
- Client lead for strategic development and execution
- Developing partner in-brand positioning and creative platforms.
- Developed and deployed content marketing strategies to improve organic site traffic.
Research & Analytics Strategist
Goodby, Silverstein & Partners
04.2011 - 02.2012
- Developed proprietary reporting platform for OLA and video performance; highlighting optimization opportunities based on non-metric creative variables
- Crafted insights and discovery for OLA and video performance data to influence creative decisions for future executions
- Managed and aided in the development of a comprehensive video measurement and insights platform
- Managed a team in daily analytic operations including monitoring, reporting, and insight development
- Key team member of an internationally award winning mobile app (Chevy Game Time).
Senior Strategic Digital Media Analyst
Starcomworldwide
01.2007 - 04.2011
- Create optimization process based on performance utilizing the proprietary metric
- Identified and implemented best practices for digital planning across all Chevrolet brands for optimal performance
- Work closely with media planners and buyers to develop highly targeted media plans for Chevrolet
- Continually assess media performance throughout a digital campaign to identify optimization opportunities
- Developed analytics tools which enabled end users to access multiple research sources and primary data from a single access point
Media & Site Analytics Lead
Team Detroit
03.2006 - 01.2007
- Worked with account managers to address the reporting needs of the clients
- Utilized industry leading analytics software to assess and examine the performance of interactive marketing campaigns
- Identified trends in site user experience and correlations of those trends with digital media initiatives.
Education
B.A. - Broadcasting and Cinematic Arts
Central Michigan University
08.2005
Skills
- Data Mapping
- Business Intelligence Analysis
- Performance Metrics Analysis
- Visualization Techniques
- Google Analytics Understanding
- Tableau, Power BI, Looker Power User
- Power Point, Excel Power User
- Experience with SQL Development and Use
- Team Leader/Analyst Development Coach
- Strategic Planning
- Performance Management
Timeline
Business and Marketing Intelligence Manager
Shinola
10.2022 - 08.2023
Business Intelligence Consultant
Aquent
09.2016 - 10.2022
Manager of Analytics, Tier II & Tier III Service
FordDirect
04.2016 - 09.2016
Manager, AnalyticsTier II
Team Detroit
06.2014 - 03.2016
Digital Strategist
Campbell Ewald
09.2013 - 03.2014
Manager of Media and Advertising
Palace Sports & Entertainment
05.2013 - 09.2013
Communication Strategist
Goodby, Silverstein & Partners
02.2012 - 03.2013
Research & Analytics Strategist
Goodby, Silverstein & Partners
04.2011 - 02.2012
Senior Strategic Digital Media Analyst
Starcomworldwide
01.2007 - 04.2011
Media & Site Analytics Lead
Team Detroit
03.2006 - 01.2007
B.A. - Broadcasting and Cinematic Arts
Central Michigan University
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