Thomas Drummy

Experience

• 

  BeatBomb Speakers

  Jan 2011 - May 2011

  VP of Marketing

  • Achieved 3rd top salesperson companywide • Recognized as #1 most profitable first-year company at Babson College 2010• Accumulated over $4K in total profit and donated to local charity• Created company name and designed advertisements to attract new customers• Gained basic marketing and sales techniques • Built lasting relationships with peers and members of the surrounding community

• 

  New England Revolution

  Jan 2013 - May 2013

  Marketing Intern

  • Managed internal design to support new tests (display banners, Facebook ads, landing page creative)• Built strong relationships with clients and identified ways to generate incremental revenue• Collaborated with internal product, design and analytics teams to maximize channel performance• Partook in the development and implementation of marketing goals, objectives, and policies• Aided customer service managers with all aspects of special events• Carried out grass-root marketing events across the New England region Show less

• 

  PUMA

  May 2013 - Sept 2013

  Marketing Intern

  • Contributed to the roll out of new product initiatives• Executed marketing campaigns in online and social acquisition marketing channels (SEM, Facebook, display, retargeting and affiliate)• Optimized campaigns daily to established media efficiency targets• Worked with design team to coordinate and review numerous creative requests• Assisted in the hitting weekly and monthly goals

• 

  Tadpole Ventures Ltd

  Jan 2014 - Jan 2014

  Market Research Consultant

  • Conducted on site market research at the International Consumer Electronic Trade Show• Examined consumer trends and preferences• Created a thorough market research report for the smart watch category• Analyzed market data and reported findings to executives

• 

  PUMA Group

  Apr 2014 - Dec 2016

  • Ensure product range delivers a strategic vision for the brand and category while meeting net sales, margin, and sku targets• Develop a comprehensive merchandising architecture that addresses the needs of the North American market including distribution, seasonality, gender, and price point• Conduct ongoing market research focusing on consumer purchasing habits, competitive programs and customer developments• Provide feedback to the international team heads on North American market conditions and opportunities Show less • Assisted the development of strategic business plans at distribution and business unit levels• Performed data analysis and identified opportunities for optimizing at various stages of the funnel• Utilized syndicated data and trend research in the analysis of the competitive market• Published weekly reports and provide performance summaries to the department• Drove the forecasting process by delivering plans to the management team• Liaised with Merchandisers to see product vision and understand financial and efficiency goals• Identified risks and opportunities based on analytical observations and market research Show less

  • Assistant Product Manager

    Jun 2015 - Dec 2016

  • Product Analyst

    Apr 2014 - Jun 2015
• 

  Charles River Interactive, Inc.

  Dec 2016 - Mar 2019

  • Leverage customer data as well as multi touch attribution, web analytics, marketing automation, CRM and social measurement platforms to generate insights to improve ROAS across multi media strategies• Manage a team of analysts while actively providing mentoring and career development, to promote best practices and operational excellence across the group• Define the strategic analytic agenda with a specific focus on customer facing sites, unlocking insights and guiding business decisions - everything from identifying, testing and optimizing new features to broad level strategic direction that is grounded in data• Lead the development of integrated measurement frameworks across all digital marketing programs (Paid Search, SEO, Social, Display, Remarketing)• Hire, manage and mentor future leaders. Ensuring the team is being challenged, coached, exposed to new opportunities, and learning, while still being able to deliver on ambitious goals Show less • Interpret and report on key metrics and trends while providing actionable insights based on available data from Google Analytics, Salesforce, and other data repositories • Perform ROI analysis to evaluate efficiency and effectiveness of different marketing campaigns • Analyze online user behavior, customer journeys, conversion data, funnel analysis, and multi-channel attribution• Implement online campaign tagging and additional on-site tracking tools through Google Tag Manager• Build custom marketing dashboard concepts and visuals for clients across various industries via Tableau, Data Studio and Excel Show less

  • Web Analytics Manager

    Jul 2018 - Mar 2019

  • Senior Digital Marketing Analyst

    Dec 2016 - Jul 2018
• 

  Goodbaby International

  Mar 2019 - now

  • Develop data infrastructure and reporting across Commercial, Product and Brand teams• Identify critical business problems and translate them into structured & actionable analysis• Build what-if scenario models to forecast the effect of promotions, advertising and price elasticity• Lead the annual sales budgeting process; acting as the main driver and pivotal bridge between Commercial, Finance and Demand Planning• Deliver reporting on the performance of consumer sales (POS) at the account and product levels Show less

  • Director Of Analytics

    Jul 2022 - now

  • Business Analytics Manager

    Jan 2021 - Aug 2022

  • Digital Analytics Manager

    Mar 2019 - Jan 2021