Peter Allemann
Summary
Marketing Operations leader with 15+ years of experience driving campaign strategy, segmentation, and execution across winback, streaming, digital, and lifecycle marketing. Proven ability to translate business goals into scalable campaign frameworks, operational processes, and data-driven strategies that improve efficiency, customer experience, and revenue outcomes. Strong cross-functional partner across Marketing, Analytics, Martech, and Channel teams, with deep expertise in campaign governance, testing, and large-scale execution.
Overview
2027
2027
years of professional experience
Work History
Associate Director, Marketing Operations
SiriusXM
2022 - Current
- Lead marketing operations strategy and execution across Extended Winback, Reacquisition, Streaming, and Digital programs, driving scalable campaign frameworks and cross-channel customer engagement.
- Deliver 200+ campaigns annually with >99% accuracy, ensuring operational scale, consistency, and strong SLA adherence.
- Translate business objectives into scalable campaign frameworks, segmentation strategies, and execution plans across multiple lines of business.
- Evolved multi-device campaign strategy, improving household-level targeting and cross-channel coordination.
- Drive personalization using behavioral and listening data to improve engagement and lifecycle performance across key customer journeys.
- Enabled targeted paid media campaigns through optimized data pipelines and integrations with external partners (ActionIQ, LiveRamp, Decile), improving targeting precision.
- Led audit and redesign of Streaming campaigns, strengthening segmentation logic, lifecycle frameworks, and control structures.
- Shaped and implemented offer strategies across LOBs (e.g., low-cost-with-ads, bundled offers, roll-to-pay, Ignite sweeteners), enhancing value propositions for target audiences.
- Established and govern QA, controls, and monitoring frameworks to ensure execution quality and data integrity.
- Manage and mentor team members, driving capability development and operational consistency.
- Support early-phase migration from legacy systems to Salesforce, enabling new campaign capabilities while maintaining business continuity.
- Leverage AI tools (ChatGPT, Gemini) to improve efficiency in campaign workflows, documentation, and analysis.
- Served as subject matter expert for Winback strategy and execution, guiding stakeholders on segmentation and campaign design.
Senior Manager, Marketing Operations
SiriusXM
2020 - 2022
- Led campaign operations for major Winback transformation initiatives, including GAWB transition and Extended Winback program development.
- Defined campaign frameworks and segmentation strategies, enhancing execution logic for complex lifecycle programs.
- Delivered 200+ campaign requests annually, balancing execution with process improvements to support scale.
- Reduced campaign complexity by 50%+ through consolidation of variants, improving scalability and efficiency.
- Developed data tools and dashboards, streamlining audience sizing, targeting, and campaign planning.
- Designed and implemented testing strategies (multi-radio, cohorting, model-based targeting) to improve performance.
- Liaised across marketing, analytics, and ops teams, shaping campaign feasibility and execution strategy.
Manager, Marketing Operations
SiriusXM
2017 - 2020
- Executed end-to-end campaign operations for Winback programs, enhancing segmentation, QA, testing, and performance analysis processes.
- Supported campaign experimentation through model-driven targeting and multi-channel testing, improving overall campaign effectiveness.
- Implemented campaign QA standards, metadata practices, and operational controls.
- Contributed to dynamic creative frameworks and early personalization capabilities, driving more relevant customer engagement.
- Coordinated data integration efforts with digital teams.
Senior Marketing Analyst
Qantas
2014 - 2016
- Executed campaigns, developed propensity models, and reported performance metrics.
Additional Analytics Experience
Multiple Positions
2010 - 2014
- Conducted marketing and analytics across aviation, ticketing, government, and nonprofit sectors.
Analytics & Insights Roles
Westpac
2011 - 2013
- Customer analytics, Voice of Customer, campaign targeting and automation.
Education
BSc - Operations Research
Victoria University of Wellington
New ZealandBCA - Economics & Finance
Victoria University of Wellington
New ZealandSkills
- Campaign Strategy & Frameworks
- Marketing Operations Leadership
- Segmentation & Targeting
- Customer Journey Design
- Campaign QA & Governance
- Testing & Optimization
- Campaign Migration & Transformation
- Operational Scale & Process Improvement
- Cross-Functional Leadership
- SQL & Data Analysis
- Data Visualization
- AI Tools for Workflow Optimization
Technical Skills
Marketing/Data Platforms: Teradata, Salesforce, Unica, Aprimo
Analytics/BI: Tableau, MicroStrategy, SAP BI, Excel
Languages/Tools: SQL, DBeaver, SAS, R, Python, SPSS
Workflow Management: monday.com, workfront
Timeline
Associate Director, Marketing Operations
SiriusXM
2022 - Current
Senior Manager, Marketing Operations
SiriusXM
2020 - 2022
Manager, Marketing Operations
SiriusXM
2017 - 2020
Senior Marketing Analyst
Qantas
2014 - 2016
Additional Analytics Experience
Multiple Positions
2010 - 2014
Analytics & Insights Roles
Westpac
2011 - 2013
BSc - Operations Research
Victoria University of Wellington
BCA - Economics & Finance
Victoria University of Wellington