Conducted deep “big data” analysis of the Bike Bandit customer database to understand behavioral patterns that could drive future marketing objectives and strategies.

Uncovered several critical behavioral trends that highlighted structural revenue model issues that drove marketing plan development.

Based on behavioral insights, developed a marketing plan to help turn around new customer acquisition and repurchase rates. Also developed plans to capitalize on key learnings regarding powersports parts category purchase behavior.

Developed customer economic model including customer lifetime value and acquisition cost targets to improve the organization’s ability to evaluate the ROI of key marketing activities.

Helped restructure marketing team to better align skill sets with overall marketing and business objectives.

Provided interim marketing leadership support to ensure the plan was executed with excellence and provided mentoring support to incumbent marketing manager.