Erin M McCarthy
101 Sylvania Avenue
Greenville, SC 29609
Mobile: 864-305-6816
belleauwood@outlook.com
EXECUTIVE SUMMARY
I am a leader with a passion for predictive analytics with a focus on emerging trends, technologies,
and advancements. While highly analytical, I am also a creative strategist with persuasive
communications skills, able to inspire stakeholders from C-Suite to front lines. An exceptional
relationship builder, I build invaluable alliances with clients, vendors, and colleagues. My diverse
experiences allow me to identify critical paths to maximize growth and profitability.
Advanced Marketing Analytics
Base SAS and SAS Enterprise Miner
Profitability Modeling & Segmentation – Regression,
CHAID/Decision Trees, Market Basket, Neurals,
Cluster, GBM, K-Means, Monte Carlo
3rd Party Data – Epsilon, Abacus, Acxiom, PRIZM,
IXI, Mosaic, ScanUS, ESRI
Traditional Marketing
Customer Relationship Management CRM
Customer Journey Roadmap
Customer Acquisition, Retention & Win Back
Customer Loyalty Programs
1:1 Marketing Customization
TV / Publication Media Buying / Public Relations
Marketing Leadership & Management
Marketing Budget P&L
Leadership & Talent Acquisition/Development
Business Partnerships & Alliance Building
Vendor Negotiations & Relationships
Corporate Goals & Metrics - KPIs
Project Management (Six Sigma, Hoshin)
Persuasive Presentations - C-Suite to Frontline
Advanced Sales Techniques -$3 million annually
Consumer Insights / Market Research
Segmentation ~ Transactional, Generational,
Psychographics, Attitudinal, & Lifestyle/Life Event
Tracking, Brand Awareness, Market Share
Surveys ~ Online, mail, telephone
Focus Groups / Voice of the Customer VOC
Digital Marketing / Social Media Marketing
Facebook / Twitter / LinkedIn
Blogs / RSS Feeds / Newsletters / WordPress
Search Engine Optimization
Paid & Organic SEO / SEM
Google AdWords / Keyword Tool
Content / Keywords / Metatags
Search Engine Submissions & Links
E-Commerce Campaigns
Real Time Cross Sell Upsell Modeling Engine
Contact Strategy & Attribution Analysis
Funnel Analysis / Site Navigation
E-mail Campaigns (A/B testing, multivariate
testing, triggers, models, decision trees, lists)
Affiliate Marketing Management
DoubleClick Banner Ads
Google Analytics / Hit Tracker
TAG Social Media Referral, IP Zones
EDUCATION
Masters of Business Administration ~ Webster University ~ GPA: 3.85 1992 ~ St Louis, MO
Bachelors of Arts ~ University of Maryland ~ English Lit ~ GPA: 3.7 1990 ~ College Park, MD
Coursera ~ Statistics, R, Shiny, Geospatial Mapping, Data Visualization, etc. ~ Online ~ Current
TECHNICAL SKILLS & CERTIFICATIONS
SAS Training 2000 ~ SAS Institute
 20+ days of training • CHAID • Regressions • Neural Networks • Cluster Analysis • ANOVA
Series 7 Brokerage License 1994 ~ USAA Corporate Education
 Stock Investing • Bond Investing • Futures Trading • SEC Regulations
Chartered Financial Planner 1994 ~ USAA Corporate Education
 Financial Planning • Estate Planning • Taxation • Investments • Wealth Management
Software
• BASE SAS • Enterprise Miner • Tableau • R • Shiny • GITHUB • Clarizen • IBM Cognos Query Studio
• FrontPage • WordPress • HTML • Photoshop • CSS • Microsoft Office • Excel • PowerPoint • Word •
Project • Access • FormStack • Zapier Web Integration • Constant Contact • SurveyMonkey
Erin M McCarthy
PROFESSIONAL EXPERIENCE
Director of Customer Analytics
Customer Intelligence Consultant/Manager
SourceLink ~ Top 5 CRM/Direct Marketing Agency
06/2013 – Current
04/2012 – 06/2013
Greenville, SC
Advanced analytics and data mining, business intelligence, sales/new business development,
leadership/management, KPIs, pricing/revenue management, budget, client relations and proposals.
 Consult with client and prospective clients to develop strategic, holistic analytical plans
including response and profitability modeling, customer profiling and segmentation,
multivariate testing, geo-mapping / store location analysis, online targeting, data append, data
hygiene, and vertical lists. Client list numbers in the 100s across numerous verticals: banking,
lending, investments, retail, mail order, telecom, travel, higher education, healthcare, energy,
real estate, and non-profits. CI Team increased # of projects by 320% in 12 months. Work
closely with sales team on pre-sales efforts, ideation, proposals, pricing, and client sales
presentation. Also responsible for project execution of analytics and campaigns as well as
business intelligence reporting of campaign / program results including establishing KPIs.
 Lead and manage a team of ten predictive modeling and BI analysts and consultants
geographically dispersed in 3 locations. Maintain very high levels of quality, performance, and
productivity measured by aggressive KPIs for the team. Recruit top analytical talent. Conduct
performance reviews and establish staff development goals. Leverage online project
management for billable hours and expense/revenue/profitability tracking.
 Championed the expansion of analytical tools on the team including SAS Enterprise Miner,
Tableau, and R. Built predictive and descriptive models, customer segmentations, profiles, and
simulations using Regressions, Neural Networks, Gradient Boosting (GBM), LARS, K-Means,
CHAID/Decision Trees, and Monte Carlo simulation/forecasting.
 Advancements include developing proprietary custom variables, marketing campaign
optimization tools, proprietary custom segmentations by industry, proprietary geographic
segmentations, and automated data append tools. Focus on acquisition and customer portfolio
optimization through modeling,
 Championed BI efforts to standardize and automate client reporting with a long-term objective
of building normative databases by verticals. Enhanced data visualization / actionable insights.
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Developed standard projects costs and data royalties to integrate with corporate accounting.
Responsible for contract negotiations with 3rd party data vendors and analytical software.
Continually test new and emerging data sources and variables to enhance our in-house
proprietary database of 200 M+ records / 1,000+ variables. Developed processes and
procedures for the team including online project forms and documentation to archive and track
team’s 1,200+ projects per year. Developed policies & procedures, knowledge transfer WIKI,
shared team repositories, and programming version control.
Owner / Vice President of Sales and
Marketing
BelleauWood Farms ~ Agriculture, Retail & Events
12/2003 – 04/2012
North Carolina
Business development, strategic marketing, e-commerce, social media marketing, B2B and B2C sales,
contract negotiations, branding, P&L, cash flow, project/event management, and leadership.
 Sold $3.5 Million in 2005 with Avg Unit Price of $14,000. Effectively generated 30,000 sales leads
to achieve record growth. Leveraged multi-channel marketing to exceed 300% growth in 2006.
Erin M McCarthy
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Initiated and sponsored development projects with N.C. State University College of Textiles for $4
million grant attainment to launch commercial fiber processing in the U.S. Worked with the dean,
senior faculty, and European textile experts to asses industry development opportunities.
Promoted an annual three day event that self-generated a $300,000+ budget, utilized 150,000 SQ
FT convention space, 500+ attendees, 150 exhibitors, and 20 vendors.
Grew AOBA national organization 20% to 25% a year leading 14 entrepreneurial marketers and a
self-generated (sponsorship, fundraising, donations, paid programs) $3 million budget.
Developed and launched 20+ websites including branding and site usability. Frontpage, WordPress,
HTML, Feedblitz, Constant Contact, Topica, ClassiPress, Facebook, Twitter, Blogger, Google
Analytics, Webalizer, Hitwise, Hit Sniffer, Google AdWord, Link Exchange, and Paid/Organic SEO.
Managed a team of 14 volunteers, Brown & Miller Advertising, and Sunrise Editorial & Publishing.
Managed $3M annual marketing budget with fundraising generating $300,000+ in donations.
Responsible for advertising, public relations, direct response, media tracking, market research,
online strategy and web development, national shows, conferences, and auction.
Doubled the size of the AOBA membership with a 30% increase in 2005 alone. Leveraged limited
TV budget by securing remnant airtime on national Dish and Direct TV including CNN, Larry King
Live, Discovery, Animal Planet, A&E, History Channel as well as publications such as Smithsonian,
National Geographic, Martha Stewart Living, Country Home, Better Home & Gardens, and Spin Off.
Launched national public relations program to make alpacas a household word and American made
alpaca products a luxury brand. Acted as industry spokesperson. Developed media press kit.
Drove traffic to alpacainfo.com to receive 200,000+ website visitors, 30,000+ inquires and 1,000+
new breeders annually. Project Manager for the Web Design Task Force.
Designed, administered, analyzed and communicated annual tracking surveys and customized
market research projects to improve the national show system and develop a breed standard.
Marketing advisor for the Fiber Task Force launching the inaugural Fiber to Fashion AOBA
Winter Nationals targeting fashion, textile, and art design students & alpaca fashion industry
experts.
Vice President Marketing Information
10/2001 - 12/2003
Bank of America ~ Banking/Financial Services
Charlotte, NC
Project management (Six Sigma), corporate measurements (Hoshin/Balanced Scorecard), sales force
automation/CRM, and Best in Class benchmarking.
 Developed the strategic plans and performance goals for Bank of America Consumer Marketing
Research and Analysis team consisting of 150 marketing professionals. Utilized Balanced Scorecard
KPIs, Six Sigma, and Hoshin planning to develop departmental and individual strategic plans.
 Member of executive team (representing analytics) at Bank of America benchmarking best-in-class
organizations to brand Bank of America as World's Most Admired Company.
 Analytical project manager for CRM tools rolling out to 350 Bank of America financial planning
agents. Allocated agent resources using transactional and Acxiom data to identify Top 20 Markets.
 Analytical lead for several matrixed cross divisional teams including High Net Worth Customer
Segment, Financial Planning, and New Revenue Profit Centers.
 Developed PowerPoint presentations to communicate analytics to BofA C-Suite leadership team.
12/1998 - 10/2001
Manager Statistical Services (Analytics, E-Commerce & Research)
Vermont Country Store, Inc. ~ Mail Order / E-commerce Retail
Manchester Center, Vermont
Direct marketing and e-commerce analysis, advanced statistical modeling/testing, balanced
scorecard corporate metrics, business partnerships & alliances, and consumer insights.
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Spearheaded the selection and launch of SAS Enterprise Miner. Implemented the shift from RFM
based to modeling based circulation for VCS's 50 million catalogs (26,000 SKUs). Models increased
AVO by 22% and RR by 18% while growing the 12-month buyer by 13%.
Developed and executed approximately 300 in house models annually and worked with Abacus
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analysts to develop models with 3rd party data.
Techniques included predictive modeling and
segmentation using Regressions, ANOVAs, Neural Network, CHAID, and Market Basket Analysis.
Led VCS e-commerce affiliate programs, search engine optimization (SEO), modeling and trigger email campaigns, paid placement, Double Click banner ads, and cross-sell up-sell model scoring.
Hired, trained, managed, and motivated staff of senior analysts, programmers, & PhD statisticians.
Developed balanced scorecard dashboard key metrics and growth goals for VCS executives.
Worked directly with SAS executives and development teams as an early adopter of Enterprise
Miner and Intellivisor (web analytics). Forged a strong development partnership with SAS.
Presented at numerous industry conferences evangelizing cutting edge marketing techniques. A
highlight of my career was when SAS CEO/founder, Dr. James Goodnight, acknowledged me in his
keynote speech and a SAS executive called me a "founding father" of modern database marketing.
Senior Marketing Analyst / Customer Segment Manager
USAA Investment Management Company ~ Financial Services/Brokerage
09/1994 - 12/1998
San Antonio, TX
Direct marketing campaigns, 1:1 marketing, segmentation, generational marketing, modeling, branding,
segment management, business expansion, and e-commerce development.
 Pioneered the use of generational marketing and 1:1 marketing at USAA working directly with Don
Peppers. My efforts contributed to USAA being considered a leader in direct marketing.
 Targeted millions of direct mail campaigns using response analysis, regressions, and CHAID.
 Customer segment manager for New Customers and Lost Customers. Team member of numerous
matrixed cross divisional strategy teams.
Market Research Analyst
USAA Corporate Research ~ Insurance/Financial Services
01/1992 - 09/1994
San Antonio, TX
Traditional market research – mail and telephone surveys, focus groups, VOC, tracking, modeling, and
segmentation. Corporate staff acting as internal consultant with line of business clients.
 Developed, fielded and analyzed annual tracking surveys and custom surveys and focus groups for
USAA Financial Services (USAA Federal Savings Bank & USAA Investment Management Company).
 Analyzed the data using BASE SAS cross tabs, linear regressions, and CHAID segmentation.
 Conducted custom research including surveys and focus groups for USAA Financial Services.
 Utilized syndicated research including NFO, Nielsen, and Claritas Prizm/P$ycle segmentation.
 Presented PowerPoint briefings and executive summaries to line of business executives.
PUBLICATIONS & PRESENTATIONS
http://www.crmadvocate.com/casestudy/sas/vcstore_33.pdf
http://www.information-management.com/issues/19991101/1592-1.html
http://www.tgc.com/dsstar/01/0612/103142.html
http://BelleauWood.com ~ http://AlpacaShopper.com ~ http://BelleauWood Labradoodles.com
http://AlpacaInfo.com - directed content, design, & functionality
SAS Data Mining Users Conference, Cary, NC, Vermont Country Store & SAS Enterprise Miner
SAS Executive Leadership Conference, Cary, NC, ROI on SAS Software Investments
DiamondSUG Data Mining Conference, Orlando, FL, Vermont Country Store & SAS Enterprise Miner
Business Strategies Network, Boston, MA, Financial Services Profitability & Retention, Keynote Speaker
Business Strategies Network, NY, NY, Direct Marketing Securities, Insurance, & Financial Services
The Advisory Board Company, Washington, D.C., Customer Segmentation Strategies for Mutual Funds
Fiber to Fashion National Conference, Las Vegas, NV The Future of North American Alpaca Fiber
Southern Select Charity Auction, Shelbyville, TN, Master of Ceremonies
AOBA National Convention, Louisville, KY & Sandy UT, State of the Industry, Marketing Plan, BOD Town Hall