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Work experience

Dec 1999Present

Marketing Consultant


Leverages 24 years of experience in direct marketing to promote customer management solutions and vision to Teradata customers and prospects.Manages CRM pre-sales motions across industries including sales presentations, application demos, proposal & roadmap development, professional services estimates, strategic consulting & workshop facilitation, requirements gathering, implementation support and post-sales audits.Created Teradata’s Offer Optimization module & offering.

Apr 1998Nov 1999

Manager, Target Marketing

Telstra Clear

Business owner of direct marketing, business intelligence & data warehousing.  Implemented major customer data warehouse on-time & on-budget. As data warehouse business owner, ensured data warehouse ROI exceeded business case by 485%. Calculated customer profitability, showing 5% of high-spending customers were unprofitable. Customer acquisition rates up 38% & new customer revenue up 90% in 4 months by applying segmentation to campaigns. Churn of top 4% of customers reduced by half.Built behavioral segmentation models which identified best 9% of customers who generated 48% of revenue. Average turnaround of campaigns reduced from 2 months to 1 week by turning around a tenuous relationship between Marketing & IT. Implemented prospect database by managing relationships with New Zealand data providers and services agencies.  Data warehouse usage up 300% through dashboard interface design & training. Team grew from 1 part-time to 4 full-time analysts.

Sep 1991Nov 1997

Marketing Manager

United Broadcasting

Implemented customer database, campaign management & contact strategy initiative, whose incremental sales revenues grew to generate 20% of company sales.  Increased average repeat purchase frequency 200%. 16% of redundant telesales calls eliminated through data hygiene improvements. Introduced new lead generation system, lowering lead costs 85% whilst adding lead attributes & quality and shortening latency of lead age.

Apr 1990Aug 1991

Direct Marketing Manager, ADR Ultrasound, Advanced Technology Laboratories


Manager of direct marketing team and outbound call centre. Built customer data warehouse from operational source databases. Built customer segmentation and CRM contact strategy & campaigns. 12 major ultrasound system sales made ($500,000 each) & influenced many others sold by field sales reps.



Mark Roddy

"I just want to thank all of you for allowing Mark Swenson to participate in the CRM session we held yesterday with the Air Force's Automated Identification Technology Program Management Office.I've participated in a large number of presentations of all sorts over the last 30 years; I can say without reservation that the presentation Mark put on yesterday ranks in the top 10 that I've seen (or given) over that time.He was an obvious expert on his subject matter and tailored his briefings brilliantly to reflect a frame of reference with which our visitors could readily identify."

Jim Sherlock

"Mark is a consummate team player – he is intensely focused on doing his own job very well and is also available to support others as needed.He brings thoughtful new ideas to the table that are backed up by strong CRM knowledge and experience.He demonstrates his leadership by example.He makes a great first impression with customers through his expertise and his interaction skills and then sustains that impression with good follow-up, credible examples and a commitment to making the customer successful.Mark is a solid asset to Teradata."

Beth Gumm

“Mark, Thank you so much for joining our Williams-Sonoma executive team meeting yesterday on Project 360!  It made a big difference to have you there… someone outside our company telling the story of our opportunity and what others in the retail sector are doing.  The feedback on the meeting has been very good.  You should know that this is a big accomplishment with the audience that we hosted!Look forward to our continued work with you.”