Summary
Overview
Work History
Education
Skills
Timeline
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Unsal Cakmak

Warren,NJ

Summary

Accomplished Marketing Analytics Leader with over 25 years of experience in driving business growth and optimizing marketing strategies through data-driven insights. Proven track record of leading high-performing teams to deliver innovative solutions that drive revenue and customer engagement. Skilled in leveraging advanced analytics tools and technologies to identify trends, forecast market opportunities, and enhance marketing ROI. Adept at translating complex data into actionable recommendations and collaborating with cross-functional teams to execute successful campaigns. Committed to staying at the forefront of industry trends and continuously refining strategies to achieve measurable results.

Overview

29
29
years of professional experience

Work History

Director-VP, Marketing Effectiveness and Digital Analytics

Macy's
01.2008 - 01.2024
  • Developed and implemented comprehensive digital analytics strategy to measure and optimize marketing campaigns, resulting in a 5% increase in ROI.
  • Led a team of analysts to conduct in-depth analysis of customer behavior, segmentation, and attribution models to forecasting & drive data-driven marketing decisions.
  • Collaborated cross-functionally with marketing, product, and IT teams to establish KPIs, monitor performance, and provide actionable insights for optimizing digital marketing initiatives.
  • Implemented advanced marketing effectiveness tools (Adobe analytics) and technologies to enhance understanding of customer journeys and improve targeting strategies.
  • Created and delivered regular reports and presentations to executives, highlighting key findings and recommendations for improving marketing effectiveness and ROI.
  • Worked across owned, paid upper funnel and paid performance media budgets to inform the optimal media mix across all tactics for maximum streaming and tune-in outcomes
  • Applied scenario planning based approach to various business challenges across all media tactics, such as inventory shifts, budget changes and specific CPC and revenue goals
  • Managed goal setting and forecasting against various KPIs and maintain tracking and accountability
  • Developed, packaged, and presented insights around interaction effects and trade-offs between various media tactics and regions.
  • Partnered with strategy teams to represent teams' needs across the marketing team and developed innovative cross-platform tests that further drive growth.
  • Collaborated with Data Science and Strategy departments to validate any model or data integrity issues, and request enhancements to the toolset.

Analyst-Director, Marketing Effectiveness

Burdines - Macy's Florida
01.1995 - 12.2007
  • Led a team of analysts to develop and implement a comprehensive marketing effectiveness strategy, resulting in a 10% increase in ROI within the first year.
  • Managed the budget allocation and resource planning for all marketing effectiveness initiatives, optimizing spend and driving cost savings of approximately $1 million annually.

Education

MBA in Management -

University of Miami Herbert Business School
Miami, FL

BS, Industrial and System Engineering -

University of Florida
Gainesville, FL

Skills

  • Coremetrics
  • Adobe Analytics
  • Tableau Dashboards
  • Fedcustomer, Unica (CRM Tools)

Timeline

Director-VP, Marketing Effectiveness and Digital Analytics

Macy's
01.2008 - 01.2024

Analyst-Director, Marketing Effectiveness

Burdines - Macy's Florida
01.1995 - 12.2007

MBA in Management -

University of Miami Herbert Business School

BS, Industrial and System Engineering -

University of Florida

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