Sue C.

Wilbur
suewilb@gmail.com
Los Angeles, CA 90066

310.403.8820
SUMMARY

Data Marketing Analyst with extensive experience in digital media, and a passion for identifying
and capturing relevant data (including web and marketing analytics). Solid results with a proven
track record in making recommendations that drive revenue growth and streamline costs and
efforts.
EXPERIENCE
WERNER PUBLISHING CORP
(Outdoor Photographer, HD Video Pro, Plane & Pilot)

2008 2015

Data and Web Analytics Manager, 2012 2015

Identified sources of website traffic, tracked how each contributed to registrations, traffic
growth and return visits to monetize online presence.
Spearheaded database migration of Ad Sales (AdMate) and Contact (ACT!) database to
new CRM platform with an eye towards hygiene of legacy data and to provide greater
transparency to the stakeholders for making data-driven decisions.
Developed promotion plan for the marketing team to increase ROI with mix of new
business and new email addresses.
Evaluated Ad Sales historical reports to monitor revenue actuals versus forecasts.
Partnered with internal development group to keep Google Analytics platform current
(Google Tag Manager, Universal Analytics, Demographic collection) and plan upgrades.
Web Audience Manager, 2008 2011
Created strategy to increase email names while providing insight on best practices,
analyzing and segmenting email database and creating web traffic forecast tool to
monetize online revenue opportunities.
Developed plan to create user generated traffic to increase page views and visits during
peak traffic period (Dads + Grads = April June | Holiday = October December) to
meet the high demands of seasonal web traffic needs.
Executed holiday gift subscription campaign with senior audience manager, testing
conversions using A/B split test (offer vs. user experience).
Assisted sales with hitting all website goals during peak demand period.

1105 MEDIA INC.

(Federal Computer Week, Redmond, Campus Technology, Syllabus)

2003 2008

Director of Data Services, 2006 2008

Organization comprised of multiple business units with Data Services acting as central service.
Defined projects for audience and marketing departments to reach business goals.
Engaged with budget, managing email broadcast and internal database list team, project
managing demographics mapping into centralized database.
Served as lead project manager for data integration of acquired companies via Mergers
and Acquisitions, including: Email database integration, privacy policy permissions
updates, and mapping demographic data into Master Database.
Managed team of email broadcasters and list query specialists (7 direct reports) during
rapid growth period.

Sue C. Wilbur

Page 2 of 2

1105 MEDIA INC. (continued)

Data Services Manager, 2004 2006
Oversaw initiative to bring email marketing functionality in-house (15+ newsletters).
Collaborated with web, IT and fulfillment vendor to integrate data silos into usable email
repository to market in-house promotions, list rental and newsletters (i.e. internal master
database).
Audience Development Manager, 2003 2004
Developed and executed new business and audience retention programs to meet
publisher goals.
Analyzed and reported the results of the initiatives / recommended plan of action.
AMERICAN MEDIA (AMI) / WEIDER PUBLICATIONS
(Shape, Mens Fitness, Muscle & Fitness)
Internet Marketing Manager, 2002 2003
Planned, implemented and analyzed online marketing promotions.
Served as point person for online initiatives for new business partnerships.
FREEDOM TECHNOLOGY MEDIA GROUP (formerly Curtco Publishing)

1998 2001

Circulation Director (Circulation Manager)

Managed all aspects of two Controlled Circulation titles (Small Business Computing and
Knowledge Management) including budget, circulation goals, print orders and audits.

SKILLS
Advanced Excel (Pivot Tables, VLookUp), SQL
Google Analytics Academy Certification (Google Tag Manager, Event tracking)
Email Service Provider Vendor Manager / data analyst
DFP, DFA, Pointroll
Acquisition / Subscription Marketing
eCommerce Set up and Marketing (including A/B testing)
Vendor / Contract negotiations
Plays nice with others
EDUCATION

UNIVERSITY OF CALIFORNIA LOS ANGELES (UCLA)

Bachelor of Arts in communication studies
Bachelor of Arts in history

1995