Robert Ferguson

Work History

Work History
Aug 2014 - Present

Sr. Consultant - VOC Customer Experience

Carlisle & Gallagher Consulting Group

Fortune 100 Retirement Services Provider

  • Senior VOC Analyst for Customer Experience team focusing on Retail Banking and Individual Lines of Business including Brokerage, Life Insurance, Educational Savings and Trust.
  • Drive initiatives that complement the customer experience team objectives
  • Interpret customer insights and production issues; process analysis, business analysis, improvement capabilities
  • VOC - Voice of the Customer
  • VOF - Voice of the Field
  • Provide insight to business leaders through analysis of customer feedback from multiple data sources including actionable recommendations, forecasting and reporting that inform and improve the effectiveness, planning and execution of customer experience projects and overall strategy
  • Transform raw data into meaningful action plans.
  • Working knowledge of the latest big data technologies as well as digital survey analytics tools such as OpinionLab, Qualtrics and SATMetrix
  • Understanding of a broad range of business processes and related systems in order to effectively work with several areas of the bank and brokerage
Apr 2013 - Aug 2014

Consultant

Carlisle & Gallagher Consulting Group

Consultant for a Fortune 100 retirement services provider.

  • Responsible for planning, conducting, and directing the analysis of complex business issues applying a broad knowledge of various business processes and functions and technical expertise to accurately anticipate organizational impacts. 
  • Drove business requirements gathering and scope definition through multiple processes including joint collaboration sessions with business and IT, targeted Q&A sessions with Subject Matter Experts and one-on-one user interviews to provide solutions that meet business and user needs. 
  • Translated high-level business requirements into functional specifications managing changes to specifications and improvements that are deployed into Production. 
  • Served as liaison with Quality Management to insure testing and integration plans meet requirement objectives. Spearheaded meetings with QA teams to build test cases, developers to track defects and business stakeholders to ensure overall project goals are met. 
  • Managed Defect Tracking with multiple testing teams (including Vendors) through status calls and updating Quality Center and/or spreadsheets with resolutions.
Jan 2013 - Apr 2013

Marketing Consultant & Project Manager

Uwharrie Bank

Regional Retail Banking Holding Company:

  • Developed a current state assessment of the company’s strategic marketing landscape and provided strategic recommendations from a digital marketing perspective for its upcoming enterprise-wide consolidation of three financial services subsidiaries. 
  • Elicited feedback via interviews and surveys from the Board of Directors, executive management of the three subsidiaries, customer focus groups and front-line employees to prioritize marketing technology initiatives and establish benchmarks for future state strategies. 
  • Delivered a comprehensive digital marketing strategy and analysis plan focused on improving and most importantly maintaining the overall customer experience that the bank had established across its multiple brands. 
  • Provided a digital marketing strategy to help drive new mortgage applications and new mortgage refinance plan applications. 
  • Served as team lead in the vendor selection process for an Enterprise Email Marketing Service Provider by defining business requirements through cost-benefit analysis, budget analysis and stakeholder analysis.
Feb 2012 - Nov 2012

Technical SEO Consultant

Wells Fargo
  • Responsible for the digital marketing database environment by providing thought leadership focused on actionable business insights and identifying opportunities for improvement on the overall customer experience across multiple channels. 
  • Executed and delivered analysis plans to multiple lines of businesses within the Bank including Education Savings, Credit Cards, Wealth Management and Digital Analytics. 
  • Deliverables included analysis and reports that provided actionable insights for improving marketing effectiveness, planning and execution of initiatives focused on the multi-channel customer experience. 
  • Served as the digital analyst responsible for the development of KPIs and establishment of baseline metrics required to ensure successful measurement and tracking for the product launch of the bank’s Enhanced Branch Locator and Internal Search Tool.
Oct 2007 - Feb 2012

Automotive Digital Marketing Consultant

DealerLink Inc.
  • Manage monthly online marketing strategy that drove acquisition of sub-prime consumer auto finance leads across 600+ privately owned websites.
  • Areas of responsibility included Strategic Online Marketing Consulting, Pay-Per-Click Management, Search Engine Optimization, Social Media Optimization, Web Analytics and Website Design.
  • Responsible for the overall direction, coordination, execution and optimization of company’s digital marketing campaigns across multiple ad networks, geographies and target markets. 
  • Developed and implemented analytics strategies and processes to measure business performance, identify cost-saving opportunities ultimately helping establish a culture of analytics-based decision-making.
Jan 2008 - Mar 2013

Consultant & Project Manager

Ferguson Consulting Group

2003 - 2012: Freelance Marketing Consultant

  • Freelance marketing consultant to small-to-medium sized local businesses in the Charlotte area.
  • Consulting projects have included engagements for SEO, PPC Management, Website Migration, Website Design & Redesign, Website Design, Social Media Marketing, Digital Marketing Strategy, Mobile Marketing, Local Search, Product Development, Re-branding Campaigns, and Web Content Management Systems.
  • Select Industry Experience: Financial Services, Healthcare, Insurance, Automotive, Real Estate and Gaming

2004 – 2007: E-commerce Entrepreneur

  • Developed, optimized, launched and promoted 3 E-commerce websites on a limited budget achieving over $2 million in sales within the first 18 months while spending less than 3% of company’s total sales on advertising.
  • Achieved 40% average sales growth annually over the next 4 years.

Education

Education
Jan 1997 - Jan 2001

Bachelor of Arts

Wake Forest University
  • Management Development Program - Summer 2001
  • Dean's List - 5 Semesters

Skills

Skills

Customer Experience

Business Analysis

Digital Marketing

Digital Analytics

Web Content Management

Oracle Content Management Fatwire WordPress

PPC

SEO

Social Media Marketing

Certifications

Certifications

Rational Requirements Composer Web Fundamentals

Certified ScrumMaster®