STRATEGY ACTIVATED: FROM MISSED METRICS TO MULTI-CHANNEL WINS
How “Targeting Intelligence” turned stagnant lists into 90% growth and delivered 33% more clicks across consumer goods campaigns.
35% growth in email-driven on-line sales
90% expansion of email list & best segment
100% increase in open rates, 33% lift in clicks
“Tim is very smart. He has the ability to see the big picture and the small issue. He is very results driven. I have been mentored by Tim and am a better employee for the effort. He works very well with the entire company, cutting through the challenges to get to the solution.”
CONFORMITY → CHALLENGE
The Problem: Legacy thinking was built on decades of direct‑mail habits. Campaigns underperformed because the strategies themselves were outdated. Testing & challenging client & agency norms was needed.
VISION: Designed and built multi-channel campaigns and testing plans to take advantage of the larger scale that email, and digital landing pages provide.
STRUCTURE: Coached 12 PMs on communication, escalation, and business strategy. Replaced legacy workflows with Work Zone and modernized delivery.
EXECUTION: Migrated clients to Salesforce Marketing Cloud. Built dashboards in Tableau and SQL Server to visualize campaign performance and consumer behavior.
“Real transformation doesn’t happen by blindly following an old playbook. The moment we stopped treating direct‑mail habits as gospel, the results finally had room to scale.”
e-Commerce sales were declining, was able to grow multiple clients by at least 35% YoY.
Mailable email audience was stagnant at 1% growth, grew audience and top segments by over 90%.
Open rates went from below 5% to 10-15% on large volume campaigns.
Spam box placement went from being primary on half of campaigns to less than 5% of campaigns.
PMO culture changed from order-taking schedule-updaters to drivers of success (CSAT and margin.)
By refusing to accept ‘business as usual,’ we delivered breakthrough gains even as the client was losing thousands of SKUs to shifting consumer behavior, a reminder that innovation can outpace contraction.
“It is impossible to work on a project with Tim without learning something from him. I have been honored to not only call Tim a co-worker for the last 3 ½ years, but also a mentor. He is a great leader and teacher, and working with him has helped me to elevate my own project management and leadership skills, as well as making me more efficient in my execution of digital projects. Tim invests in the people he works with and elevates the skills of those lucky enough to work alongside him.”
Dramatic Results Come from Radical Thinking
Let Growth Spectrum help define your next chapter.
The Agency Inside Harte Hanks
Digital Marketing Innovation
VP Solution Delivery leading the Project Management Office, Digital Product Management and Digital Strategist. Thought leader for marketing, project management, email operations, deliverability, client services, and analytics.
Tim’s Big Results:
Lifted D2C e‑commerce sales by 35% for a global consumer electronics brand by optimizing email marketing, expanding the opt‑in database by 90%, and doubling open/click rates.
Turned around a failing cosmetics multi‑channel program, driving 16% sales growth in 4 months, doubling open rates, and boosting clicks by 33%, which led to full‑time expanded engagement.
Transformed PMO delivery standards, coaching 12 project managers, modernizing workflow , and creating best‑practice artifacts that reduced project exceptions and improved client outcomes.
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Led the email, marketing, and analytics changes necessary to increase D2C e-commerce sales by 35% for a Consumer Electronics giant in the email channel. Increased contactable opt-in database by 90%, and doubled Open & Click Rates by introducing new metrics, cadence, targeting, and communication strategies.
Took over and turned around a flailing multi-channel Marketing test program for a major High-End Cosmetics client, instituted a testing plan that led to 16% sales growth, a 100% open rate increase, and a 33% click rate increase during the 4 months of the pilot. The client engaged full-time and brought in 15 other divisions to manage email marketing.
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As PMO coached the 12 project managers on communication, business strategies, and escalation protocols to decrease the number of exceptions and failed projects. Spearheaded the transition from green job jackets and Microsoft Project to an online workflow and project management software application, WorkZone.
Created delivery standards, project artifacts, best practices book for program managers, project managers and delivery leads.
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Provided senior executive marketing strategy and delivery guidance for clients like: Sony Electronics, L’Oreal, Warner Bros., Anheuser-Busch InBev, Hasbro, Hyundai, Luxottica, Mercedes Benz and Horizon BCBS of NJ.
Wholesale reorganization and coaching of Digital PMs, Account Directors, Traffic, and Production Managers to eliminate redundancies and unclear accountabilities.
Provided direction on how to gather evidence, identify opportunities, and present to the client in a way that they would see the benefit instead of being told to change.
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Leveraged SQL Server, Tableau, and Salesforce to design campaigns, execute creative, create consumer feature stores, update dynamic segments, and visualize results beyond email.
Led migration of clients from PostFuture 6 to PostFuture 7 and then to Salesforce Marketing
“It is impossible to work on a project with Tim without learning something from him. I have been honored to not only call Tim a co-worker for the last 3 ½ years, but also a mentor. He is a great leader and teacher, and working with him has helped me to elevate my own project management and leadership skills, as well as making me more efficient in my execution of digital projects. Tim invests in the people he works with and elevates the skills of those lucky enough to work alongside him.”
“Tim is very smart. He has the ability to see the big picture and the small issue. He is very results driven. I have been mentored by Tim and am a better employee for the effort. He works very well with the entire company, cutting through the challenges to get to the solution.”