Kyle Barber

Kyle Barber

Work History

Work History
2012 - 2013

SVP Global Performance Lead

McCann

Managed the data strategy practice for global McCann clients, including MasterCard, L'Oreal, Coca-Cola, General Mills, Nestle, General Motors, and American Airlines.

Generated new revenue by repositioning McCann's offering from a traditional brand creative agency to a more robust marketing services partner. Successfully integrated online, mobile and event marketing tactics with traditional advertising efforts, using data as the thread that ties all combined work together.

Defined strategic objectives with clients, and proposed measureable programs for calculating data points into KPIs and secondary metrics. Led strategic conversations on how data should drive future campaign design and messaging.

Created original content for social media and emerging channels to foster brand building. Demonstrated how paid, owned and earned media worked in conjunction across all channels to drive ROI, improve customer lifetime value, and lift overall brand health.

Utilized social media tools as new research portals, building evidence points on what current customers and prospects want and need respective to the clients' verticals.

Built a framework for supporting clients' local market needs while laddering up results to a unified global performance report.

2010 - 2012

VP Analytics

Starcom MediaVest

Designed and spearheaded Project STAR, the consolidation of all Procter & Gamble online and offline campaign data across multiple agencies and geographic regions.

Evolved the agency's analytics offering from campaign reporting to ongoing conversations with the client about optimization and adopting new strategies based upon performance. Managed tighter integration between the analytics, account and strategy teams, establishing benchmarks for measuring the success of a global agency of record.

Solicited buy-in from the client, agency buyers, planners and strategists to find common ground on preferred methods of data handling. Dotted line management of APAC, EMEA, and LATAM analysts regarding data capture for P&G campaigns.

Matched performance results with financial systems to report on actualized costs, planned media spend and allocated dollars.

2007 - 2009

Director, Data

Wunderman

Led the agency's strategic planning and data capture for the Windows Mobile team, handling B2B and B2C campaigns.

Created data driven opportunities for non-retained work. Explored new methods of data capture using the mobile platform across all Microsoft lines of business supported by Wunderman.

Served as a subject matter expert in the field of mobile marketing. Generated client-facing deliverables including the weekly Mobibits newsletter with nearly 300 opt-in subscriptions.

Coordinated efforts with mediaedge: cia to set up tracking for all agency-driven marketing.

2005 - 2007

Manager, Business Intelligence

Razorfish

Managed the Business Intelligence department for the East Coast. Generated over $2. 1 million in revenue in 2006 and was on target to exceed $3. 5 million in 2007.

Provided data strategy and reports for a number of large corporations, including Verizon, Capital One, T. Rowe Price, Starwood, AstraZeneca, Forest, Schering-Plough, Wyeth, Polo and Victoria's Secret.

Advocated long-term brand strategies for both B2B and B2C clients, using data points to highlight new opportunities and the potential for smarter KPIs that better reflect true business objectives.

Responded to one-off analytics requests from a variety of clients(optimal frequency, time to convert, impression overlap, etc.)

Education

Education
2004 - 2005

M.A.

University of Phoenix
1991 - 1994

B.A.

George Mason University

Skills

Skills

Strategic leadership

Performance measurement

Digital marketing

Integrated marketing

Brand building

Advertising

DART

Atlas

MediaMind

Facebook Insights

Dachis Social Business Insider

Radian6

NetBase

Sysomos

BrandIndex

Compete

Hitwise

Kantar Stradegy

TNS

Experian Simmons

Database design

SQL

OLAP

Access

Tableau

SAS

Cognos

Business Objects

Crystal Reports

Omniture

WebTrends

Google Analytics

MediaBank

Classroom instruction

Curriculum development