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 Campaigns underperformed because the strategies themselves were outdated.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.”
