Lisa Kerby
Brooklyn,NY
Summary
Results-driven analytics manager with a proven track record at MGM Resorts International, specializing in customer segmentation and CRM. Achieved $4.7M in cost savings through optimized loyalty programs and led team development initiatives. Expert in data analysis, fostering collaboration across departments to enhance operational efficiency and drive revenue growth.
Overview
11
11
years of professional experience
Work History
Manager, CRM Analytics
PENN Entertainment
New York, NY
02.2024 - Current
- Achieved $4.7M in annual cost savings by optimizing loyalty programs using enhanced reinvestment reporting.
- Created an official analytics requests process, eliminating over 30 FTE hours a month of redundant work, allowing focus on high-impact projects.
- Partner with operations, Business Intelligence, and marketing to address data management issues for analytics and CRM.
- Developed comprehensive SOPs with accessible documentation and resources for analytics processes, including data validation, A/B testing, and marketing reporting.
- Consolidated five siloed regions into one centralized corporate team.
- Established comprehensive training initiatives for unified departmental growth.
- Guided analysts through organizational changes and fostered professional growth.
- Direct reports: 8; leading matrix teams supporting 3 VPs across the enterprise.
Senior Manager, Growth Analytics, Customer Analytics
MGM Resorts International
Las Vegas, NV
03.2022 - 02.2024
- Key driver in enterprise Reinvestment Initiative reducing reinvestment efficiency by 2 points and achieved 15% of net revenue target.
- Generated project opportunity sizing for BetMGM 2023 strategic marketing initiatives to achieve forecasted $12M revenue.
- Created system for flagging suspicious customer accounts, enabling operations to generate $10M in savings.
- Tracked pilot non-Gaming loyalty program performance, contributing $2.8M in revenue.
- Developed tailored retention strategies for 50K high-value, high-risk guests, representing 6% of the active population during the M&A of TCOLV.
- Direct reports: 1; Dotted lines: 4; hiring, onboarding, training, and development for the Data Science team and Analytics.
Senior Analyst, Sales Operations, North America
IGT
Las Vegas, NV
03.2021 - 03.2022
- Created attainable goals for premium segment growth by developing a comprehensive quota process utilizing three years of historical data.
- Elevated all-region forecasting accuracy to 95% with enhanced bottom-up approaches.
- Prioritized all orders to maximize revenue and install-base of premium product, reducing cancelations and customer dissatisfaction.
Senior Analyst, Direct Marketing Analytics, Regional Trends and Insights
MGM Resorts International
Las Vegas, NV
09.2020 - 03.2021
- Developed and produced regular reporting for eight regional properties, ensuring marketing efficiency is below 50%.
- Created systems for evaluating changes in customer lifetime value, enabling guest recovery initiatives.
- Examined post-COVID reopening market trends across seven states, identifying improvement opportunities.
Senior Analyst, High-End Casino Marketing Analytics, Las Vegas Reporting and Insights Development
MGM Resorts International
Las Vegas, NV
09.2019 - 09.2020
- Directed creation and execution of uniform SLAs for all special events.
- Established reporting functions to boost host accountability, contributing to a cross-regional effort that yielded $2.2M in revenue.
- Boosted high-end guest participation in Slot Marketing by 5% through defining customer criteria for special events.
Analyst, Direct Marketing Analytics, Las Vegas Trends & Insights
MGM Resorts International
Las Vegas, NV
05.2018 - 06.2019
- Redeveloped the loyalty program to address the overinvestment of 10% per guest.
- Identified inconsistencies in enterprise-wide practices affecting the loyalty program.
- Oversaw competitor shopper program data, delivering monthly trend reports.
Marketing Project Coordinator, Direct Marketing
AGIA Insurance
Carpinteria, CA
07.2014 - 12.2015
- Managed eight client marketing calendars with budgets of $250,000 each, ensuring efficient resource allocation
- Assisted with annual promotion selection, driving total revenue optimization.
- Analyzed customer segmentation data to identify target audiences for upcoming campaigns.
- Recommended creative changes to reduce error rates in sales channels to below 1%.
Education
Master of Science - International Business Management
ESADE Business School, University Ramon Llull
Barcelona, Spain10-2017
Bachelor of Science - Cognitive Science
University of California, Santa Cruz
Santa Cruz, CA06-2014
Skills
- A/B testing
- Customer segmentation
- Customer relationship management (CRM)
- Project management
- Lifecycle Marketing
- Data analysis
- Data quality management
- Team Development
Affiliations
Passionate Rock Climber of 11 years and Certified Pilates Instructor; Dual Citizenship
Timeline
Manager, CRM Analytics
PENN Entertainment
02.2024 - Current
Senior Manager, Growth Analytics, Customer Analytics
MGM Resorts International
03.2022 - 02.2024
Senior Analyst, Sales Operations, North America
IGT
03.2021 - 03.2022
Senior Analyst, Direct Marketing Analytics, Regional Trends and Insights
MGM Resorts International
09.2020 - 03.2021
Senior Analyst, High-End Casino Marketing Analytics, Las Vegas Reporting and Insights Development
MGM Resorts International
09.2019 - 09.2020
Analyst, Direct Marketing Analytics, Las Vegas Trends & Insights
MGM Resorts International
05.2018 - 06.2019
Marketing Project Coordinator, Direct Marketing
AGIA Insurance
07.2014 - 12.2015
Master of Science - International Business Management
ESADE Business School, University Ramon Llull
Bachelor of Science - Cognitive Science
University of California, Santa Cruz
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