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Michael Plunkett

Senior Digital Marketing Analytics Leader

Thoughtful problem solver who uses data and technology to tie business strategy to outcomes. Specialize in growing analytics departments through knowledge management, developing data roadmaps, delivering insights, and creating effective KPI measurement strategies. Institutional domain expertise enables the ability to bridge technical and business teams. Offering strategic guidance to empower data-driven teams in a flexible, supportive, and collaborative manner.

Data Analysis | GA4/GTM | KPIs & Metrics | BigQuery/GCP | Strategic Planning | Team Leadership | Knowledge Management | Operational Leadership | Data Management | SEO, ASO & SEM | Ecommerce Optimization | Training & Mentoring

Technical Profile

Tableau, BigQuery, LookerStudio, Adobe Analytics, GA4, GA360, GTM, Tealium Tag Manager, Snowflake, Azure, AWS, SQL, Salesforce, Marketo, Sailthru, Google Ads (SEM), Google Search Console, AppsFlyer, Jira, Confluence, DoubleClick, ComScore Brand Measurement

Professional Experience

Director, Marketing Analytics – Shop Your Way, Chicago, IL (Remote)                                 June 2021 – Current

Shop Your Way, a Transformco company, is an ecommerce rewards platform poised for growth through their integrations with Citibank Mastercard, Raise.com and Sears affiliate sites, making this next generation of loyalty a reality for over 7 million active members. 

• Provide strategic guidance to leadership teams by defining measurement strategy and product value propositions. Work with creative and product teams to monitor and provide insights into platform performance.
• Lead 4 data & analytics individuals to provide strategic guidance across SYW’s digital properties as subject matter experts in Digital analytics, KPI measurement, reporting, data visualization. Streamlined complex technical architecture by unifying multiple platforms into a customer 360.
• Lead digital marketing efforts including Email, Paid Ads and SEO/ASO. Acquisition efforts supporting app launch and maturity by helping convert members into active app users. Engagement driving tactics helped boost rewards member retention.

Vice President, Digital Marketing Manager – Northern Trust, Chicago, IL                                  March 2019 – May 2021

Support asset management marketing division through use of analytics and data strategy to make data-driven decisions a reality.

• Aggregate and report marketing data, manage knowledge, develop and plan KPIs and metrics, discover insights, and develop campaign tagging strategy.
• Improved line of business (LOB) insights for strategic planning and decision making with automated data feeds.
• Optimized creative via development of micro-feedback playbook by gathering quantitative user sentiment data across digital touchpoints.
• Broke down silos of cross-team support models with launch of community of practice for Northern tableau users to share knowledge and resources.

 Director, Strategy and Analytics – Merge World, Chicago, IL                                         April 2018 – January 2019

Directed analytics measurement, reporting, and optimization across 5 agency accounts while increasing team efficiencies.

• Doubled team in first 6 months by hiring 2 direct reports to distribute workload and provide best practices to key accounts.
• Streamlined operations and increased accuracy through development of data warehouse from scratch using Snowflake.
• Helped agency win Marco’s Pizza first-ever $22M national media buy through effective analytics visualization of client’s challenges and providing solutions via marketing mix modeling.

Director, Analytics – Leo Burnett Group, Chicago, IL                                                       August 2017 – April 2018

Managed team of 2 analysts on reporting, data aggregation, and SEO projects. Developed analytics data products (Search Demand and Creative Genome) and defined creative media-optimization processes.

• Developed manager skills through manager training program.
• Delivered efficiencies in annual account planning process and built repeatable model via streamlining creative analytics for US Cellular and building marketing automation capabilities via Marketo for customer retention and acquisition.

Manager, Analytics – Legacy.com, Naperville, IL                                                          August 2014 – August 2017

Google Analytics SME, transitioned to GA360 platform for 1,400 newspaper affiliates and developed a 6-week GA training course to promote office learning agenda where 3 teammates became certified.

• Launched Tableau Server to 19 users, working with teams to connect to data sources and understand how and where databases intersected with new and legacy database to create meaningful dashboards and enable self-service analytics.
• Automated data streams, creating efficiencies and developed requirements for data lake in AWS with DevOps team.
• Doubled flowers sales to more than $2M in Episerver CMS platform through collaboration and testing agenda with ecommerce teams.

Additional Agency Experience

Media Supervisor, Maxus Global, Chicago, IL             November 2013 – July 2014

Associate Media Director, Norton Agency, Chicago, IL      June 2012 – November 2013

Digital Analyst, Omnicom Media Group, Chicago, IL          April 2010 – May 2012

Senior Media Planner, Burrell Communications, Chicago, IL     November 2006 – January 2009

Education

Bachelor of Business Administration (BBA), Advertising and Promotions

Western Michigan University, Kalamazoo, MI

Certifications

DePaul University CIMA Interactive Marketing Certificate • Python for Data Science Certification

Google Analytics Certification (GAIQ) • Google Tag Manager Certification