Greg Harper is a Senior Direct Marketing Executive with over twenty years experience in improving performance and value. His positions have been with major direct marketers selling to both consumers and business. Mr. Harper has a successful track record of improving profits and increasing sales, utilizing direct marketing best practices and building and enhancing brand image. Mr. Harper is accomplished at data analytics and customer segmentation, along with contact planning and the measurement of marketing ROI. He has also performed primary customer research to identify and leverage brand attributes resulting in improved retention rates and lifetime value.
Mr. Harper has had a varied career path that includes sales, marketing, operations, creative development and product management. He has built operations and organizations in CRM process, marketing database design and maintenance, data analytics, website design and implementation, e-commerce promotions including email SEO PPC social, and product sourcing, catalog design and production, outbound telemarketing, inbound telemarketing, customer service, and technical support. Mr. Harper has consistently demonstrated expertise in visualizing strategic direction and moving organizations through change management.
Representative accomplishments include:
· Employed strategies at AW Direct to grow sales from $28 million to $34 million while profits grew from $2.8 million to $5.9 million. Identified new target market through marketing database analytics and generated incremental sales of $2 million. Utilized e-commerce promotions including SEO, PPC and social along with content additions to grow web sales by $4 million. Increased gross margin on product sales by 300 basis points and implemented reorder program for consumable products by coupling marketing database with external vendor’s digital demand printing capabilities.
· Designed, developed and implemented a marketing database to consolidate customers and transactions from 16 unique catalog titles across five years at Executive Greetings. Implemented SAS Marketing Automation Suite to streamline campaign management for over 700 initiatives per year. Improved retention rate from 34% to 37% while cross brand purchasing increased from 12% to 19%.
· Grew the customer file at Appleseed’s from 232,000 twelve month buyers to 700,000 buyers after the business was re-focused on the core mature woman target market. Coordinated initiatives including new customer acquisition modeling and testing program, improved customer marketing ROI through use of new segmentation, and lapsed buyer program utilizing outside overlay information.
· Designed, launched and maintained websites for AW Direct and Appleseed’s utilizing usability studies and competitive comparisons. Sites were integrated real-time into fulfillment system to allow customers to access accurate in-stock information along with receiving email confirmation of order receipt and shipment. For both companies web programs were integrated with offline efforts resulting in increased response through both channels.
Mr. Harper holds an M.B.A. from William and Mary Mason School of Business with concentration in Finance and Accounting and a B.S. from University of New Hampshire Whittemore School of Business and Economics in Marketing with a minor in Economics. Mr. Harper has participated in numerous training programs including Change Management and Problem Identification and Resolution.
