Julie Larson, MS Data Analytics

Empowering Businesses with CX, by elevating CX to the next level.

• Designed and executed a data-driven insights learning agenda to identify critical knowledge gaps and fuel business growth. • Managed a CX survey strategy and content that generated over 1 million completed surveys per year, providing ongoing feedback to measure, monitor, and improve customer satisfaction. • Used primary and secondary data to analyze business questions across operations, marketing, sales, events, and franchise partners, and to make recommendations based on the identified insights. • Communicated insights to various stakeholders, including executives, in a clear, concise, and impactful manner, using verbal, written, and storytelling slides. • Developed a customer journey map to identify pain points in the customer experience. • Used segmentation techniques to identify the most profitable customer segment for marketing campaigns. • Developed customer personas to help the team better understand the needs and wants of the target market. • Partnered with the BI team to develop a marketing data mart to create a 360-degree view of the customer. • Developed and executed custom research studies leveraging primary and secondary sources and various approaches, including focus groups and surveys. • Identified and managed the best outside research vendors through an RFP process, delivering insights, trends, and market data. • Hired, developed, coached, and managed a team of analysts with varying skillsets to support business needs. • Managed relationships with outside vendors, from contract negotiation and management to day-to-day relationships. • Managed the departmental budget, including monthly accruals, quarterly forecasting, and annual budgeting. • Supported all marketing channels with necessary analytics and reporting, identified and reported on KPIs, and provided actionable recommendations.

• Managed affiliate program network, increasing revenue by 230% year-over-year • Managed relationships with third-party vendors supplying analytical tools • Recommended needed upgrades or additional functionality for analytical tools • Stayed up-to-date on analytical tool functionality and served as the department expert • Managed the departmental budget • Developed and generated reports, and created KPIs for predetermined audiences • Analyzed web activity and user trends using software from WebTrends, Google Analytics, and Hitwise to position ANA competitively in the market and to analyze the ROI of brand website promotional programs • Attended identified key user conferences and training, as required • Focused on building relationships with key vendors • Supported the Vice President with presentation materials on e-commerce, and had the ability to present to executives of the company, if needed • Participated in monthly training of corporate and franchise managers in the field