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Aaron S. GrayAaron S. Gray
1910 N. Watts St.mobile: 503-753-8075Portland, Oregon 97217email:aaron.s.gray@gmail.comblog: greaterreturns.me/blog
Summary
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Created/revised agency and integration partner programs for Webtrends to accelerate integratedecosystem growth, creating more relevant products for the market
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Created and built the solution design consulting practice at Webtrends, focusing consultingdelivery on business solutions for the first time
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Advised major brands on web analytics measurement and optimization strategy, including:AT&T, HSBC, MasterCard, Bank of America, SkyMall, Kmart, Ticketmaster, Orbitz, AmericanEagle Outfitters, The New York Times, ThomsonReuters, and more.
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Ran ad-hoc, cross-functional team to solve critical product fit and implementation issues onmajor accounts, retaining 100% of at-risk revenue
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Built a successful interactive media division of DownStream (part of The Tyee Group), anexisting sound and video house
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Founder of Tweak Interactive, a successful user-experience strategy and design company
Professional Experience
WebtrendsPortland, OR 2004 - 2009
Director of Business Development
2008 – 2009
Report to: Vice President, PartnersDrove strategy and execution for the Open Exchange integration partner program with a long-term focuson building value for the company and Webtrends customers through integrated product solutions andpoint solution applications.
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Developed a new integration partner and application developer program with a clear valueproposition for partner and developer participation, overcoming the challenges presented forgrowing a robust ecosystem when you’re not the category leader
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Designed or drove design of integrated solutions; oversaw integrated solution development;ensured good product fit and customer value poposition
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Changed the focus of the company’s Open Exchange partner program from offering broad “integration capability” requiring consulting services to scope and deploy, to offering discretelypackaged, partner-enabled solutions and applications requiring no scoping and deployedoperationally
Enterprise/Executive Solution Consultant
2007 – 2008
Report to: Sr. Director, World Wide Customer SupportPartnered with executive management at strategic accounts to set long-term vision for success with webanalytics and Webtrends solutions while driving successful execution of enterprise solution designs.
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Designed and oversaw execution of the most complex, demanding, and high-risk customersolution roadmaps; often assigned to rescue at-risk accounts, retaining 100%
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Created a new cross-departmental business process and overlay support team to ensuresuccessful sale and delivery of new product set with particularly complex implementationrequirements, resulting in elimination of RMA requests for the product
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Established operational metrics and dashboard to communicate to executive staff the effectivenessof the new business process and the SWAT team at producing successful implementations andretaining at-risk revenue
Sr. Manager, Best Practices & Methodology (Services Engineering)
2006 – 2007
Report to: Vice President, Client ServicesCharged to build a new team with responsibility for capturing and curating field-generated knowledge,best-practices, and solutions and generating repeatable offerings and practices to improve servicesdelivery efficiency.
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Built the new team and operational processes, and launched a collaborative documentation andknowledge sharing platform (a wiki), centralizing best practices knowledge and giving customer-facing employees immediate access to innovations and intellectual property developed by peers inthe field; shortened time between new practice development and practice application acrossrelevant clients
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Created a partner-product integration design process and drove the design of services offerings tointegrate Webtrends products with partner products
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Developed sales and marketing messaging that successfully positioned Webtrends consulting as"enterprise-class solution consulting for complex enterprises" as an effective counter to thecompetition's "web analytics is easy" messaging
Manager, Strategic Services
2005 – 2006
Report to: Vice President, Client ServicesBuilt a business consulting practice responsible for the design of Webtrends analytics solutions alignedwith customer business objectives to drive ROI.
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Successfully changed the focus of Webtrends consulting services from “software configuration” todesign and delivery of business solutions and processes that drive ROI, improving customersatisfaction and retention
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Developed packaged service offerings ranging from pre-defined implementation packages to on-going “insight on demand” packages providing data insight and strategic recommendations forcustomers without in-house expertise
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Recruited and mentored mix of new and experienced web analytics consultants; defined process,deliverables, and tools
Principal Strategic Consultant
2004 – 2005
Report to: Vice President, Client ServicesRecruited to Webtrends to bring marketing and e-commerce optimization services to Webtrendscustomers. Quickly recognized much more pressing need to drive improvements in solution design andimplementation.
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Successfully evangelized the incorporation of marketing-savvy business consultants and a formalsolution design process into the implementation delivery methodology, planting the seed that ledto wholesale change of the implementation methodology
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Designed and oversaw the implementation of the global analytics strategy for HSBC, deliveringstandardized and normalized e-business and marketing performance metrics for nearly 200business units; championed adoption of the language and strategies of traditional online retail tohelp HSBC marketers see themselves as retailers of banking products
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Consulted with clients such as Kmart and Bristol-Myers Squibb on the development of KPIs andKPI scorecards to enable managers and contributors across the organization to make businessdecisions based on the metrics that truly reflect performance drivers of the business
Coremetrics (formerly WebCriteria)Portland, OR
Senior Consultant, Strategic Services
2001 – 2004
Report to: Director, Strategic ServicesRecruited to create conversion performance measurement models and drive conversion optimization forFortune-class clients such as Bank of America, MasterCard, and Alltel.
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Worked with Bank of America to drive up online application conversion rates by as much as 30%across 3 business units; lift achieved through recommended modifications to application process,interface design, page layout, content & copy, and customer marketing tactics
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Drove successful conversion optimization efforts at customers across multiple industries, includingBank of America, MasterCard, Citibank (formerly CalFed), Alltel, and AT&T
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Had significant input into product feature development, prioritization, and design
Tweak InteractivePortland, OR
Founder & CEO / User Experience Architect
1999 – 2001
Founded Tweak Interactive, a UCD (user-centered design) orientedstrategy/design/development shop to provide goal-driven online strategy andinteractive design to mid-market Pacific Northwest companies.
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Pitched, created, and oversaw the execution of the e-commerce site strategy for Castor & PolluxPet Works, an ultra-premium pet products company, delivering an intuitive yet lush customerexperience complete with a cross-sell mechanism, persistent cart, wish-list, and replenishmentreminders – all connected to legacy ERP and CRM
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Pitched and delivered user-experience strategies for multiple ecommerce and customer self-service sites for OnCorp!, a ScottishPower subsidiary delivering high-speed internet access overpower lines
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Evangelized the power and value of a customer-centered approach to strategy and design bothinternally and externally; won-over reluctant designers and clients by inviting them to observecustomers live in usability testing
DownStream (The Tyee Group)Portland, OR
Manager, DownStream Interactive Group
1997 – 1999
Report to: Division PresidentLaunched DownStream Interactive Group (dig), the interactive media division of an existing sound andvideo house, as part of an effort to expand offerings based on core company capabilities. Offered servicesin eCommerce strategy, design & production; commercial DVD design and production; multimedia designand production; and video encoding.
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Led the team that developed storyboards, prototypes, and interactive demos for 800 Electronics(800.COM), helping the company secure venture funding
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Developed and led the execution of a process to shoot, process and deliver 34,000 digital productimages in 4 weeks for Drugstore.com; completed the most profitable project in company history
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Led design, production, and development teams on multimedia projects for companies such asNike, adidas, Hewlett-Packard, Toshiba, SprintPCS, and Intel
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