Decision Systems Modernization
I worked on reporting modernization, source-of-truth cleanup, Power BI integration, workflow redesign, and a reallocation of over $1M annually from O&M to Capital in a regulated operating environment.
Experience
Role-based work behind the operator lens.
Projects shows what I am building now. This page shows the path behind it: direct-response marketing, lifecycle and CRM strategy, and the later reporting and modernization work that grew out of it.
Marketing, Lifecycle, and CRM Transformation
I led omni-channel marketing, lifecycle strategy, KPI design, and Salesforce transformation work tied to clearer customer and leadership visibility.
Direct Response and Marketing Operations Foundation
I started with lead generation, direct mail, audience development, campaign research, and early ideation work before the later strategy and systems roles.