Phone: 734-634-3501 email:
CLEO PARKER
Marketing Strategist
Creative analyst who can be
counted on to strategically manage a project from beginning to end and deliver
actionable results.
Senior
strategic/account planner with extensive experience with major marketing
communications agencies across industries. Skilled in designing, managing and presenting
qualitative and quantitative research as well as writing and presenting
creative briefs. Responds quickly and reliably when tight deadlines arise. Creative,
resourceful and intensely curious about the world with a keen interest in
sharing insights with others. Enthusiastic lifetime learner who enjoys
mentoring others. Expertise includes:
|
·
Project management ·
Excellent observational skills ·
Designing, managing and presenting market research ·
Flexible, adapts to dynamic environments |
·
Mentoring at all levels ·
Strong computer skills ·
Web analytics experience ·
Superb organizational ability |
JUMPSTART AUTOMOTIVE MEDIA,
Online media rep firm with exclusive
relationships with leading in-market automotive sites.
Managed and
reported market research, advertiser and product case studies, and web
analytics across publishers.
·
Developed
and published first comprehensive web analytics report across publishers,
incorporating comScore, Nielsen
, Revenue Science and internal publisher web
metrics.
·
Created
a series of web visitor surveys across publisher sites, leading to greater
understanding of network visitors’ in-market status and value for advertisers.
.
BBDO-DETROIT,
Global marketing communications
agency dedicated to the DaimlerChrysler account.
Provided
consumer insights, market analyses and activity tracking for DaimlerChrysler
Cross Brand, Financial, Retail Service and Commercial account teams. Supervised
Senior Strategic Planner working on research and planning projects for assigned
accounts.
·
Managed
and reported online study of Chrysler Group video game registrants which led to
better understanding of the ways that prospects interact with and respond to
video games as a marketing tactic.
·
Designed
and managed ethnographic study of Five Star dealer customers resulting in
client and agency understanding of customer service practices that create
exceptional loyalty.
·
Fielded
corporate reputation study in rapid response to unfavorable press, requiring
tight coordination with client research group and outside vendors; results were
used by corporate public relations to develop positive corporate imaging.
·
Conducted
depth interviews with developers of the SRT performance brand at
DaimlerChrysler to create brand essence document used in development of
national launch creative.
·
Launched
monthly “New Media News” e-newsletter and a semi-monthly video gaming
newsletter raising agency and client awareness of new media technologies and
their marketing applications; both were praised by recipients from many
disciplines.
FCB/BOZELL/KENYON & ECKHARDT,
Global advertising agency handling
Chrysler Corporation and other regional and national accounts, including
Consumers Energy, Valassis, Coleman, and Little Caesars.
Provide consumer insight and market analysis to Chrysler
Corporate and Multi Brand accounts.
·
Led
qualitative and quantitative corporate image research for DaimlerChrysler in
the
·
Handled
research for Five Star dealer certification program, leading to first national
advertising campaign for the brand, raising awareness of the brand among new
car prospects.
·
Coordinated
pre-launch research for Coleman Back Home outdoor furniture, identifying key
prospects and most attractive product features for communications.
·
Supervised
Archetype Discoveries research project for Consumers Energy which uncovered
emotional drivers behind heating and cooling service which informed top
management decisions regarding launch of a national appliance service business.
Provide consumer insight and market analysis to Chrysler,
·
Hired,
trained, and supervised 3 staff members working on sales and marketing reviews,
client marketing requests, and product clinic activities, improving client
access to and presentation of information.
·
Transformed
complex and technical data into presentations and reports that clearly
communicated key information, allowing top agency management and clients to
better understand domestic and international sales situations, customer
profiles, and long-term sales projections.
·
Motivated
and organized staff to produce annual vehicle line fact books in record time.
·
Participated
in client small car QFD cross-functional teams, leading to better integration
of customer requirements in engineering development process.
·
Coordinated
initial installation of online sales reporting system, giving agency management
immediate access to client and industry sales information.
MA, Advertising,
BA,
·
Program
included 9 week cross-cultural field experience in
Award of Achievement in
Competent Communicator Award,
Toastmasters International 2007
Mind and Mood Practitioner Training, FCB,
Expert user of Excel, Word, PowerPoint,
Access, Survey Solutions, Mtab, REGIS
Familiar with Omniture, Google
Analytics, Urchin, WebTrends and DoubleClick DART website analysis tools
ISO 9001 Internal Auditor at first
advertising agency to become ISO 9001 registered
Personal web site development using
FrontPage, HomeSite, HTML, JavaScript
Mind Mapping and Creativity Tools
American Marketing Association Toastmasters
International
World Future Society Association
for Behavior Analysis