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Developed and managed the marketing and analysis department for a major auto finance company. Created four new direct marketing programs, including the introduction of direct–to–consumer lending products. Aligned price and risk–on–product tiers to achieve above-hurdle return on investment (ROI) performance on all products and customer segments. Constructed target population segmentation algorithms to maximize ROI and net present value (NPV) of marketing expenditures. Built and instituted credit risk models to lower risk while raising approval rate. Marketing and product improvements resulted in 100 percent growth rates while reducing credit risk exposure. The business line currently contributes a significant portion of the firm’s non–credit card net income.

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Managed product development, marketing, and analysis for both prime and subprime markets in credit cards and installment loans for a top-five issuer of credit cards. Responsible for multi–million–piece direct mail solicitations, creation and implementation of net present value (NPV), lifetime customer value, and return on investment (ROI) analyses, and for evaluating the success of marketing efforts by connecting test results to economic value creation. Analyses led to valuation and forecasting models being integrated into the results of predictive models to assist in optimizing product choices.

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Our experts have developed and managed the marketing department of a major subprime auto finance company. Created four new direct marketing programs. Aligned price and risk-on-product tiers to achieve above-hurdle ROI performance on all products and customer segments. Constructed target population segmentation algorithms to maximize ROI and NPV of marketing expenditures. Built and instituted credit risk models to lower risk while raising approval rate. Marketing and product improvements resulted in 100% growth rates while reducing credit risk exposure.

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Our experts have developed several multi–million–piece direct mail solicitations for leading financial services firm. Developed and implemented NPV, lifetime customer value, and ROI analysis for evaluating the success of marketing efforts by connecting test results to economic value creation. Launched firm’s first product expansion outside its traditional credit card business. The product currently contributes a significant portion of the firm’s non–credit–card net income.

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Our experts have managed the optimization development strategy and delivery of hundreds of performance-oriented Internet marketing campaigns for a leading Internet marketing solutions firm. Managed campaigns to meet all advertising objectives, including reach, frequency, and cost per acquisition. Product grew from 5% of company revenue to over 75% of revenue.