Bobbi Brooks

Experience

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  Rich's / Lazarus / Goldsmith's

  Feb 1992 - Apr 2002

  Management responsibility for Direct Marketing/CRM via proprietary database management, including:- Target Marketing – RFM & Predictive Modeling – Produced +4% sales improvement vs -2% total company on comp events, with 5.5% reduction in circulation expense- Seasonal Planning – targeting plan and distribution volume for $50 million dollar annual strategy. Produced expense savings of over $3,800M or 7.7% in a single year- ROI Post Analysis – management responsibility for creation of event post-analysis: response rate, ave. spend, net/net sales, SPNM, lift, & ROI, and changes to improve event results.- Brand Director – Directed 3 year brand development campaign, involving all areas of the company & multiple nationally recognized 3rd party creative & research consultants. - Credit Marketing – Launched multiple Credit Marketing initiatives for RLG. Introduced the electronic gift card, developed prototype loyalty building campaigns for new accounts, reactivation, & valued/high spending customers. Show less Strategic & detail planning responsibility for $155.0M marketing expense budget, including budget strategy, analysis, expense processing, reconciliation, audits, & contract administration- Responsibility for $35.0M corporate capital expenditure planning and administration- Dual reportability to CFO & Marketing EVP- Consistently delivered strategic budget growth, even in declining sales years - Achieved satisfactory audit results for internal and external audits annually- Supervised 3 direct reports, with 12 staff members- Promoted to Divisional Vice President in 1996 Show less

  • DVP Strategic Marketing

    Feb 1998 - Apr 2002

  • DVP Marketing Financial Director

    Feb 1992 - Feb 1998
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  Macy's

  Apr 2002 - Feb 2014

  Marketing Technology - Team Leader

  Responsible for leading a team of 20 full life-cycle IT professionals to deliver new development and program level testing for Macy's Marketing Systems. Consistently delivered quality results from Agile methodology to CMMI level 3 standards, and project ROI that meets or beats expectations.- Team Leadership - Multiple IT disciplines for full software development lifecycle, including use of Agile development and Rational Unified Process- Project Leadership - Development responsibility for $50M Advertising Management application and Marketing Analytical Reporting. Utilized key business process knowledge and financial accountability in an IT team environment. - Project Leadership – Responsible for $40M Marketing CRM application. Technical partner for 6 retail divisions & corporate credit operation with over 40 million proprietary accounts generating ~$10.0 billion in annual sales.- Contract Administration – Key responsibilities for multi-year contract closeouts & subsequent re-negotiation for favorable terms & maximized deliverables. Direct accountability for ~$12M annual CRM development & expense project budget Show less

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  IBM

  Nov 2015 - Aug 2021

  - Campaign and Project Management – Partnered with performance and portfolio marketing to design automated marketing campaigns, using best practices and marketing standards for asset utilization, contact management, and lead conversion. Management responsibility for design, web page standards, testing/QA, and live implementation against aggressive schedule deadlines. Reduced implementation cycle time by 50% over successive campaigns. Increased average open and click-thru rates, with decrease in cost per conversion.- Team Leadership – Direct management responsibility for 5 person start-up team, including position descriptions, posting, hiring, and individual ramp-ups – built into an effective, unified, results driven organizational unit. Team member responsibilities include tech stack, data management, and program automation. Extended team includes campaign managers, front-end web designers, back-end web developers, tech domain managers, digital strategists, and agency resources. Show less

  • Worldwide Performance Marketing Program Director - IBM CyberSecurity

    Aug 2019 - Aug 2021

  • Worldwide Performance Marketing Manager - IBM CyberSecurity Services

    Jan 2018 - Aug 2019

  • Marketing Systems Manager - IBM Watson Customer Engagement

    Nov 2015 - Dec 2017
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  Kyndryl

  Aug 2021 - May 2023

  Global Director, Marketing Technology - Kyndryl Marketing

  Led design and implementation for a full stack marketing technology digital transformation, moving from legacy Unica to Adobe’s marketing suite. Critical role as project lead across multiple groups – internal end-to-end marketing practitioners, 3rd party agencies, and technical partners contributing requirements and executing build. Specific focus on Marketo Engage to design full-cycle digital marketing process and implement best practice use guidelines. Moved from initial implementation adhoc use to repeatable and standardized process in <6 months. Show less