Maria Bicknell
Dayton
Summary
Accomplished Customer Insights Analyst with a proven track record at Victoria's Secret, enhancing business strategies through expert research and data analysis. Spearheaded marketing initiatives at LexisNexis, achieving significant growth through innovative lead acquisition strategies. Renowned for transforming complex data sets into strategic insights and compelling narratives, demonstrating exceptional analytical and storytelling skills.
Developed analytical and problem-solving skills in fast-paced, data-driven environment. Effectively utilized tools and methodologies such as statistical analysis and data visualization to drive business decisions. Seeking to leverage these transferrable skills in new and dynamic field.
Overview
7
7
years of professional experience
Work History
Customer Insights Analyst
Victoria's Secret
07.2021 - 01.2024
- Designed and executed qualitative and quantitative research studies to uncover actionable insights about customers, competitors, and market trends, directly influencing key business decisions.
- Conducted in-depth analysis of complex data sets (customer panel data, internal/external sales, and market share) to provide a contextualized view of business performance and consumer behavior.
- Developed and delivered clear, insight-driven presentations for senior stakeholders, translating research findings into strategic growth opportunities.
- Partnered with cross-functional teams (design, merchandising, marketing, and stores) to create and champion a customer-centric approach across business units.
- Utilized third-party data sources (Circana, YPulse, Kantar) to enhance market intelligence and competitive insights.
Assistant Marketing Manager
LexisNexis
06.2019 - 07.2021
- Led new business lead acquisition strategies, including planning, budgeting, analysis, and execution across multiple marketing channels.
- Developed and optimized omnichannel marketing initiatives within an agile environment, driving engagement and business growth.
- Presented data-centric narratives on marketing campaign performance, highlighting key learnings and strategic recommendations.
- Designed and implemented go-to-market strategies for product launches, ensuring data-backed positioning and messaging.
Graduate Marketing & Admissions Coordinator
Wittenberg University
05.2017 - 06.2019
- Spearheaded marketing campaigns to build brand awareness and increase enrollment in graduate programs, achieving a 28% increase in enrollment through data-driven decision-making.
- Conducted market research and competitor analysis to inform marketing strategies and improve program positioning.
- Monitored marketing channel performance and conducted ROI analysis to optimize initiatives and improve overall effectiveness.
Education
Master of Science - Analytics
Wittenberg University
Springfield06-2019
Bachelor of Arts - Marketing
Wittenberg University
Springfield05-2017
Skills
- Research & Data Analysis: Qualtrics, Tableau, SQL, R, Google Analytics
- Social Listening & Market Insights: Experience with Circana, Kantar, YPulse
- Marketing & CRM Tools: Google Ads, Pardot, Salesforce
- Storytelling & Visualization: Translating data into insights through visuals and presentations
Timeline
Customer Insights Analyst
Victoria's Secret
07.2021 - 01.2024
Assistant Marketing Manager
LexisNexis
06.2019 - 07.2021
Graduate Marketing & Admissions Coordinator
Wittenberg University
05.2017 - 06.2019
Master of Science - Analytics
Wittenberg University
Bachelor of Arts - Marketing
Wittenberg University
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