Lori Vroman

Experience

• 

  Bridgestone

  Jun 2001 - Apr 2016

  •Supported the Analytics department mission of enterprise decisions through the translation of data, resulting in an annual financial benefit of $4.8M. •Facilitated the launch of a newly integrated Marketing and Analytics database with Bridgestone’s credit card division featuring over 20M customer visits a year.•Accountable for collaborating with internal and external partners to build and launch a vital hub of all data (demographic, credit, survey, transactional, website) to reach the goals of increased retention, loyalty and sustainable growth for the company’s 2020 vision. •Drove the execution of targeted acquisition mailers to over 1M potential customers using our acquisition repeat-buyer predictive model, resulting in a $95M annual savings.•Identified and defined key variables for our Customer Retention Model and maintained use of the model for supporting Marketing objectives to increase customer loyalty and test programs in order to convert new customers to repeat higher-value customers.•Collaborated with Marketing and Analytics 2015 key initiative to identify and define 7 key customer segments to increase competitiveness, retention, communication and profitability. Provided business value for shift in customers to different segments with a potential for 3%-10% growth in sales. •Partnered with Marketing for monthly email and direct mail Test & Learn initiatives for the customer lifecycle, resulting in an increase in incremental revenue of over $12M. 收起 •Analyzed and reported on trending of over 50M active customers in the database marketing system. Delivered quantified insights on these active customers through analysis and providing marketing insights allowing the company to drive annual revenue growth of over $18M in incremental revenue.•Managed the investment of a $10M CRM marketing budget facilitating the company’s execution around strategic direction of customer loyalty and retention for over 2,200 stores.•Drove category management data mining and analysis for auto parts inventory additions and deletions which resulted in over $1M savings annually. •Enabled the company to achieve an average of $10M Net Profit annually through effective weekly email campaigns to over 1M customers.•Developed, managed and maintained our campaign management and analytical tool (Blue Martini). Trained end users on the tool in addition to providing strategic direction. Directed the launch of a new marketing database.•Accountable for key agency and partner relationships to lead direct mail, email, analysis and segmentation efforts. •Developed, executed and analyzed monthly direct mail campaigns for things such as new customers, service reminders, lapsed and loyal customers for over 2,200 stores which resulted in greater than $20M in incremental sales annually. •Drove the customer retention and loyalty initiatives for over 1.5M customers.•Implemented ongoing email capture initiatives which have resulted in an average of 5% email growth monthly since the beginning of 2013.•Reported complex levels of research on existing customer demographics and changing customer trends as it pertained to loyalty, zip penetration, customer mix, vehicle age/mix, service mix and tire demand for use in strategic direction for marketing and operation initiatives.•Proficient in Excel, Word, Access, PowerPoint, Mapping Software (Anysite, Element One), SQL, Marketing Dbase applications (Blue Martini, Archer, Brio), & Minitab statistical program. 收起 •Managed a database of over 50 million retail customers which entailed targeting audiences, analysis, data mining, list generation and predictive modeling of customers to drive future marketing and business strategies at the zone and corporate level.•Generated competitive/demographic and mapping profiles of customers for Zones/Districts/Stores and Real Estate to drive decisions for new store locations and marketing strategies.•Managed a database of store manager’s signature releases for more than 60 districts to ensure legal compliance for all mail pieces in the market.•Produced reports on customer mix, vehicle mix/registration, zip penetration and customer loyalty for zones and districts enabling them to create their “go to market” strategy.•Provided analytical and strategic direction for various internet marketing initiatives through ongoing measurement of web traffic and click-stream analysis. 收起

  • Statistical Analyst / Data Scientist

    Aug 2014 - Apr 2016

  • Sr. Marketing Strategist, Direct Marketing, Analytics & Shopper Insights (formerly Database Mtkg)

    Apr 2007 - Aug 2014

  • Sr. Marketing Specialist, Database and Internet Marketing

    Jun 2001 - Mar 2007
• 

  Comcast

  May 2016 - now

  • Led the collection, analysis, and interpretation of market performance metrics, product data, customer behavior, and competitive threats.• Partnered with Performance, Strategy, Competitive, and regional teams to deliver strategic and competitive insights, enhance efficiencies, and identify optimal tools for data gathering and storytelling.• Collaborated with Division and Regional competitive teams to determine the annual budget for net impact and fiber growth, considering the addition of 1 million fiber homes and over 90 new Fiber players in the market.• Provided regional support for ad hoc analytical projects, including zip code mapping, DMA level performance, and data automation. 收起 • Manage and guide a team of analysts within the Market Insights department, fostering a collaborative and high-performing work environment.• Monitor and assess performance metrics, competitive threats, and market offers to provide strategic recommendations and actionable insights for the organization.• Oversee the collection and analysis of pertinent data related to current and potential markets and competitors, ensuring the team delivers comprehensive insights.• Collaborate with Managers, Directors, VPs, and cross-functional teams to analyze performance data, providing strategic recommendations that contribute to informed decision-making.• Work collaboratively with business partners in strategy, business analytics, and the greater performance team to communicate insights effectively. Formulate action plans for an effective go-to-market strategy. 收起 • Managed comprehensive Tableau dashboards for Market Share, Strategic Product, Revenue Generating Units, and Competitive Analysis, covering a market of over six million homes passed.• Led Strategic Product insights and provided recommendations to key stakeholders in the Chicago region, contributing to data-driven decision-making.• Directed numerous strategic direct mail campaigns, incorporating test-and-learn methodologies to assess incremental impact and determine future campaign strategies and tactics.• Collaborated with key stakeholders on daily forecasting and projections for major lines of business, delivering valuable insights to leadership and the marketing team.• Developed targeting and analysis for plant expansion projects, resulting in upwards of $3 million in incremental revenue over three years.• Managed targeting, analysis, dashboard creation, and execution for the seasonal Back to School initiative, ensuring effective regional implementation.• Utilized propensity models and intelligence to inform recommendations on competitive strategy, contributing to business growth. Profiled customers on key demographic elements for go-to-market strategy.• Automated multiple reports and processes for major business initiatives, streamlining operations and enhancing efficiency. 收起

  • Division Retention Manager, Performance Analytics

    Apr 2025 - now

  • Division Marketing Manager, Region and Market Insights

    Jun 2024 - Mar 2025

  • Division Marketing Manager, Insights & Analytics | People Leader

    Mar 2022 - May 2024

  • Region Marketing Manager, Insights & Analytics

    May 2016 - Feb 2022