Situation
The client needed to standardize how performance indicators are defined, measured and displayed for the organization to use as an optimization tool. The client had very little knowledge in the measurement of digital consumer marketing.
Principal
Todd Ervin
Senior marketing executive and proven leader with a high level of strategic thinking and vision
Todd has well-rounded expertise in B2B and B2C marketing, digital marketing, branding, market research, product marketing, CX, and P&L management across various industries. The result is a strong track record of making an immediate impact on ROI. Todd holds a Master of Business Administration from Webster University and a Bachelor of Science in Business Administration from East Carolina University.
Engagement Expertise
- Strategic Advisory
- Interim Leadership
- Due Diligence
GTM Discriplines
- Marketing
- Customer Success
Experience
Endorsment
Todd's great personality and presence is only trumped by his keen mixture of intellect and humanity or 'street smarts'. Over the last 2 years of working with him I quickly learned he is an amazing sounding board for all things. His ability to take a step back, see all variables, evaluate, think outside the box and narrow in on a plan of action is not only precise but also refreshing.
Kelly Revestijn SVP Strategic Planning & Insights, IN Connected Marketing
Case Study
Solution Delivered
- Built a user-centric reporting system that is iterative and onboarded various brand teams once a proper MVP was designed and deployed so the organization can learn in real-time.
- Developed the right ways to illustrate the data to help drive usage of the tool and comprehension of the information being presented.
- Delivered a Change Management strategy and plan aligned with the Strategy Realization Team’s ways of working to enable and sustain adoption.
Outcome
- Enterprise view into performance of digital campaigns allowed marketing teams to optimize execution, thus improving ad spend efficiency by 20%.
- Data driven marketing approach enabled the ELT to improve decision making efficiency.
- CMO and other executive leadership were able to quickly report performance to the CEO which allowed for greater visibility into the direction for launching new drugs.