Brady O'Brien

Experience

• 

  Bosch USA

  Jun 2014 - Sept 2016

  •Handled category management activities for Retail and Distributor automotive aftermarket customer accounts (NAPA, Advanced Automotive) including line review preparation and presentations, monthly/weekly point of sale (POS) updates, part stocking recommendation, & market insights. •Identified key opportunities for Bosch sales team to help sell in new products lines to customers through use of market research tool such as POLK, NPD, & Nielsen Spectra.

  • Category Management Analyst

    Nov 2015 - Sept 2016

  • Project Manager

    Jun 2014 - Oct 2015
• 

  FCB Chicago

  Sept 2016 - Jun 2023

  •Strategic lead for all brand awareness, customer acquisition, onboarding, retention & winback lifecycle marketing programs for 3 major PACCAR brands, which contributed to +$350MM digitally influenced aftermarket part sales in 2022.•Led a team of 3 junior analysts to build, deploy, & analyze data-driven marketing campaigns across email, programmatic display, social, SMS, & website channels.•Spearheaded audience insights research using survey methods, 3rd party customer profiling tools, & in-house client resources to: (1) size new audience opportunities & (2) build out customer journey maps that directly informed the launch of three new segmented CRM marketing programs & triggered touchpoint journeys.•Designed & implemented use of Dynamic Creative Modules for PACCAR brands into all email communications to better personalize content, which included ingesting 1st & 2nd party data to populate creative elements & help integrate messaging needs of both PACCAR corporate & local level dealership communication.•Created & centralized PACCAR's Measurement Framework across all brands based on key business goals that led to deeper insights across departments & provided recommendations for which marketing programs to invest in for higher ROI. Show less •Managed all batched & triggered email marketing deployments for PACCAR including advanced segmenting, A/B test design, & creative/messaging recommendations which led to both $365k incremental product sales in 2021 for those opted-in & +361% increase in marketing program ROI.•Used analytics resources like social listening & surveying to uncover customer behavioral and psychological insights that better informed owned & paid social creative strategy on Kimberley-Clark brands Cottonelle, Depend, & Poise.•Led paid media strategy for PACCAR with FCB media partners to implement new Look-A-Like audience targeting, dynamic social creative, & A/B test plans that led to +25% YoY increases in customers acquired, -32% reduction in media costs, & +15% increase in purchases intent via brand lift study.•Assisted with development & introduction of tiered loyalty program based on previous customer spend to reward key customer groups & help grow incremental product purchases by 5%. Show less •Oversaw strategic collaboration of content development & planned media investment between inter-agency creative teams & external media partners for Discover’s owned & paid media digital activations.•Used Adobe Analytics to analyze & provide optimizations for relaunch of new Discover Global Network (DGN) website to better convert merchants into carriers of Discover Card.•Assisted FCB data science team in development of Recommendation Engine to predict & personalize product offers featured on PACCAR’s website loyalty pages & email promotional content. Show less •Introduced new content ideas with A/B test plans to all of PACCAR’s monthly promotional & sales email campaigns which improved Click-To-Open (CTOR) rates by 25%.•Designed & developed Tableau dashboards for PACCAR, Valspar, & Stericycle that included integrating all client data sources across CRM databases, Google Analytics, SFMC/Eloqua Platforms, & customer transactions to better enhance the full 360 customer view & add additional reporting views.•Assisted in design, content & segmentation strategy, & deployment of new Stericycle email marketing program focused on converting acquired leads into customers & “win back” existing lapsed customers. Show less

  • Director, Strategic Analytics

    Feb 2022 - Jun 2023

  • Analytics Supervisor

    Oct 2019 - Jan 2022

  • Senior Analyst

    Jul 2018 - Oct 2019

  • Analyst

    Sept 2016 - Jun 2018
• 

  McDonald's

  Jun 2023 - now

  Marketing Manager, US Customer Engagement