Ryan Herzog
Chicago,IL
Summary
Performance-driven Vice President with 24 years of experience. Results-oriented problem solver, proving the value of marketing through data connections and test and learn strategies. Successfully achieved acquisition, engagement, and sales goals year over year for Fortune 500 clients. Seasoned marketer with a CRM focus. Comfortable consulting strategies to a team of data engineers as well as having analytical background to prove impact of go to market plans.
Overview
24
24
years of professional experience
1
1
Certification
Work History
VP, Analytics Director
Strategic Analytics
01.2022 - Current
- Oversee marketing-specific data collection, develop testing plans, and create reporting strategies for global clients
- Prove the impacts of marketing programs, resulting in improved creative output and business results through proven analytical methods.
- Lead of a team of data engineers to build a planned, batched, and trigger based CRM ecosystem that utilizes data pipelines between AWS S3 buckets, Snowflake Cloud, Salesforce Marketing Cloud, Facebook Business Manager, Website, GA4 and Tableau.
Director, Customer Intelligence
FCB
01.2010 - 01.2022
- Developed, presented, and sold in CRM strategies and test plans that drove increased engagement and loyalty program usage for the agency's largest B2B client.
- Helped with agency thought leadership presentations around the changing demographics from the 2020 US Census, the potential insurance industry impacts around self driving cars, and the cultural changes defined by the Billboard Hot 100 charts over the past 60-years.
Senior Analyst, Analytic Services
DraftFCB
01.2006 - 01.2010
- Presented marketing mix modeling for a major insurance client resulting in shifts in incremental media spends.
- Presented ARF David Ogilvy award winning case study at the ARF Young Pros event.
- Ideated, developed, and proved out impact of award winning offer recommendation engine system that recommended over 10k personalized offer recommendation combinations.
Analyst, Data Technology Services
Draftworldwide
05.2000 - 01.2006
- Created and maintained direct mail production matrices to ensure quality delivery.
- Built response models and gains charts to improve direct mail audience selection.
Education
Bachelor of Science - Computer Information Systems
University of Dubuque
Dubuque, IA05.2000
Skills
- CRM Marketing
- Salesforce Marketing Cloud
- Snowflake Cloud, SQL
- Tableau Reporting
- Facebook Business Manager
- GA4
- Test and Learn Strategies
- Customer Segmentation
- Response Modeling
- Attribution Modeling
- Forecasting
- Marketing Mix
Leadership Experience
Lead a team of data engineers and analysts to develop the pipelines to feed a robust CRM ecosystem that delivers timely communications to our clients loyalty customer base resulting in increased engagement and sales. Guided the team to create a measurement plan that shifted KPI goals from quantity to quality goals and delivered against the goals.
Roles And Responsibilities
Oversee testing plans, data collection and reporting strategies for global clients that prove the impacts of marketing programs resulting in improved creative output and business results through proven analytical methods.
Personal Information
Chicago Marathon finisher
Volunteer with The Honeycomb Project
College wrestling
References
Available upon request.
Certification
Salesforce Certified Marketing Cloud Email Specialist
Timeline
VP, Analytics Director
Strategic Analytics
01.2022 - Current
Director, Customer Intelligence
FCB
01.2010 - 01.2022
Senior Analyst, Analytic Services
DraftFCB
01.2006 - 01.2010
Analyst, Data Technology Services
Draftworldwide
05.2000 - 01.2006
Bachelor of Science - Computer Information Systems
University of Dubuque
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