Paul Lincoln
Chicago,IL
Summary
Data-driven marketing leader with 10+ years of experience in marketing performance analytics, brand strategy, and developing measurement frameworks. Skilled in transforming complex data into actionable insights that drive business growth. Proven expertise in defining measurement strategies, developing dashboards, and visualizing key metrics using Tableau, Google Analytics, and Excel and other tools. Effective communicator and presenter experienced in advising senior leadership on data strategies and performance metrics. Thrives in fast-paced, ambiguous environments with a strong track record of delivering data-driven solutions to enhance digital performance, brand visibility, business performance, and ROI.
Overview
11
11
years of professional experience
Work History
Fractional CMO, Head of Marketing and Analytics
Freelance Consulting
Chicago, USA
06.2023 - Current
- Lead marketing performance and analytics initiatives, defining KPIs and measurement frameworks to optimize lead generation and digital strategy.
- Developed and implemented comprehensive marketing strategies to increase brand visibility and improve customer relations.
- Create custom data environments and implement best practices in data management and analytics to monitor ROI and customer engagement.
- Provide senior leadership with data insights and recommendations to shape company growth, resulting in enhanced revenue generation through product innovation and client retention.
- Present analytics roadmaps and digital transformation strategies to senior stakeholders, guiding decisions that boost investor relationships and operational efficiency.
- Develop custom lead scoring models, survey data analysis, and sales data insights, which contributed to media spend optimizations and improved geo-market penetration.
- Collaborated with internal stakeholders to ensure alignment between marketing initiatives and organizational objectives.
Director of Digital Performance and Analytics - WC
Mekanism
Chicago, USA
08.2022 - 05.2023
- Spearheaded the development of marketing measurement frameworks and performance dashboards, using Google Analytics, Tableau, and Excel to visualize digital and social KPIs across various channels.
- Led cross-functional teams in optimizing digital marketing performance, resulting in a 22% boost in social media engagement and a 5% increase in web traffic for key clients.
- Defined data-driven strategies and automated reporting processes with Google BigQuery, restructuring performance reporting to focus on actionable insights.
- Presented data findings and performance metrics to senior leadership, helping inform decisions related to digital campaigns, burn rates, and Service Level Agreements (SLA) value.
- Developed a Digital Asset Management process, which improved content analysis, creative asset tracking, and overall campaign performance.
Lead Senior Data Analyst & Strategist
Rhythm Interactive
Chicago, USA
09.2021 - 08.2022
- Designed and implemented measurement strategies for digital marketing campaigns, focusing on consumer behavior, web analytics, and SEO optimization.
- Developed custom lead-scoring models to analyze digital touchpoints, leading to enhanced understanding of web traffic and content performance.
- Used predictive models and quantitative analysis to guide media spend and enhance digital marketing strategy, resulting in a 30% boost in client engagement and sales.
- Worked independently and led in creating data visualization dashboards in Tableau to effectively present performance metrics and optimization opportunities to senior leadership. The success in this project led to a contract extension with the company.
Senior Data Analyst – Digital Lead
VMLY&R @ WPP
Chicago, USA
11.2019 - 09.2021
- Defined and implemented marketing performance frameworks, helping clients increase digital KPIs by 120% through data-driven strategies.
- Integral member of the Analytics and Insights team that worked on projects and maintenance, leading to over 1 billion dollars in contracts won.
- Created predictive models to optimize lead generation and digital spend, resulting in a significant 8% sales increase for retail clients.
- Delivered presentations to senior leadership, translating complex data into actionable insights that enhanced client marketing strategies and operational efficiency.
- Developed interactive dashboards in Tableau to streamline internal and client-facing reporting processes, ensuring data-driven decisions across departments. Intertwining over 7 major data sources for US Navy client dashboard.
Data Analytics – Security Analyst
Federal Reserve Bank of Chicago
Chicago, IL
06.2019 - 10.2019
- Increased department identified KPIs by 20% versus historical benchmarks regarding security protocols.
- Customized device alerts and user log errors with Splunk, which led to increased department understanding of machine usage protocols.
- Created and started implementing bank-wide solution using internal bank data to improve employee onboarding KPIs, such as new employee IT ticketing and survey comfort scores, by 17%.
Digital Marketing & Analytics Analyst
Dealer eProcess
Lisle, IL
06.2017 - 06.2019
- Supplied digital analysis and foresight for auto clients and internal stakeholders on current industry trends and digital performance relating to nationwide activations.
- Developed and deployed interactive dashboards to complement technical and strategic needs for clients and internal teams using Tableau. This project was very successful as common questions were able to be addressed more efficiently, and our account executives were able to have deeper conversations with client stakeholders.
- Created predictive models to help show car unit sales forecast for clients using both first and third-party data.
- Increased overall sales by over 8%, and digital marketing metrics by 62% for my direct clients.
IT Informatics Senior Director
Healthcare Business Insights
Milwaukee, WI
11.2015 - 06.2017
- Created data-driven solutions and provided business intelligence-driven best practice offerings for healthcare systems nationwide.
- Managed and used business data from clients using Salesforce to increase hospital reimbursement amounts, on average, over 120% using data analysis tactics and collaboration with SME teams.
- Collected survey results and categorized interviews to use for data models using Pardot and SurveyMonkey to target clients more effectively, which led to over 8% and 10% increase in engagement for email and website, respectively, with new clients.
Assistant Marketing Project Manager
Autumn Consulting
Gilberts, IL
05.2015 - 06.2017
- Supplied digital strategy on web analytics and digital media for all company clients.
- Significant role in updating and capturing digital engagement metrics, and creating dashboards to highlight metrics across companies.
- Helped clients overall with a 22% increase in customer engagement through client blog creation and Google Ads remarketing setup. Also, oversaw and wrote internal blogs while there.
- Oversaw all data governance and data integrity processes across all internal software and vendors for client data sharing.
- Created and oversaw reporting and project timelines to ensure all deliverables were on schedule.
Marketing Manager
Everyday Bliss
Brookfield, WI
05.2013 - 12.2016
- Developed and implemented marketing strategies to use for launches, rebranding campaigns, and promotions, which led to over a 15% increase in class sign-ups and 35% in teacher-training enrollments.
- Oversaw and set up all social media campaigns and activities, along with setting up measurement protocols to track the success of digital performance.
- Wrote blogs to assist with SEO efforts that I oversaw and led to increased traffic month over month during my time with the company.
- Assisted with video content and editing.
Education
Master of Business Administration - Data & Analytics
University of Southern Indiana
Evansville, INBachelor of Science - Business Administration, Marketing & Consumer Science
University of Wisconsin
Stevens Point, WIAdvanced Data & Analytics Certificate -
Alphabet Inc (Google)
Mountain View, CASkills
- Marketing Performance Analysis & Strategy
- Conversion Rate Optimization Specialist
- Dashboard Creation & Data Visualization
- Performance Metrics Analysis
- Digital Marketing & Brand Strategy
- Data Storytelling & Actionable Insights
- Predictive Modeling & Forecasting
- Cross-functional Team Collaboration
- Senior Leadership & Stakeholder Management
- SQL Proficiency
- Python
- Google Tag Manager
- Looker Studio/Tableau
Accomplishments
- Boosted social media engagement by 22% and increased website traffic by 5% through the implementation of data-driven digital strategies at Mekanism.
- Developed a custom lead scoring model for Rhythm Interactive that improved client understanding of web content effectiveness and resulted in a 30% increase in SOWs.
- Defined and implemented measurement strategies that led to a 120% increase in digital KPIs for clients at VMLY&R leading to contract success.
Professionaldevelopmentandcertifications
- Google Analytics Certified
- Tableau Desktop Specialist
- Marketing Mix Modelling Trained
Corequalificationsandskills
- Marketing Performance Analysis & Strategy
- Analytics Leadership
- Dashboard Creation & Data Visualization (Tableau, Power BI, Google Analytics, Excel)
- KPIs & Success Metrics Definition
- Digital Marketing & Brand Strategy
- Data Storytelling & Actionable Insights
- Predictive Modeling & Forecasting
- Cross-functional Team Collaboration
- Senior Leadership Presentations & Stakeholder Management
- SQL, Python, Google Tag Manager, Looker
References
References available upon request.
Timeline
Fractional CMO, Head of Marketing and Analytics
Freelance Consulting
06.2023 - Current
Director of Digital Performance and Analytics - WC
Mekanism
08.2022 - 05.2023
Lead Senior Data Analyst & Strategist
Rhythm Interactive
09.2021 - 08.2022
Senior Data Analyst – Digital Lead
VMLY&R @ WPP
11.2019 - 09.2021
Data Analytics – Security Analyst
Federal Reserve Bank of Chicago
06.2019 - 10.2019
Digital Marketing & Analytics Analyst
Dealer eProcess
06.2017 - 06.2019
IT Informatics Senior Director
Healthcare Business Insights
11.2015 - 06.2017
Assistant Marketing Project Manager
Autumn Consulting
05.2015 - 06.2017
Marketing Manager
Everyday Bliss
05.2013 - 12.2016
Master of Business Administration - Data & Analytics
University of Southern Indiana
Bachelor of Science - Business Administration, Marketing & Consumer Science
University of Wisconsin
Advanced Data & Analytics Certificate -
Alphabet Inc (Google)
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