As SVP, Head of Vertical Markets Strategy, Chris leads a team of strategy executives who are focused on connecting, creating, and curating intelligent experiences that empower consumers and transform businesses. Chris and his team bring deep expertise across seven industries to ensure brands in these verticals connect marketing silos to reach the rising expectations of today’s consumer. He has held multiple leadership roles at Merkle including building the Creative Strategy practice and managing the audience analytics practice for the health, retail, and nonprofit industries.
Chris brings numerous years’ experience in marketing strategy, analytics, and thought leadership, having previously served on the Executive Committee at the leader in higher education marketing. He has had the opportunity to partner with some of the largest and most recognizable institutions in the country to leverage personalized marketing to achieve enrollment and advancement goals.
Prior to his time in higher education, Chris held various analytic positions in financial services. Chris holds a BS in Systems Engineering from the University of Virginia and an MBA from the Darden School of Business.
Chris's Articles, Blog Posts, Webinars and More
How a Modern Twist on Direct Mail Can Better Engage Customers
How can direct mail be used to enable digital first brands to build, engage, and convert customers at a more personal level than ever before?
The Forgotten Enabler of Online Personalization & Identity: Direct Mail
The modern age heavily features information overload, with constant competing demands for our attention and patronage. In response, brands strive to deliver leading-edge customer experiences that support an exasperatingly difficult-to achieve need for 1:1 relevancy.
Keeping Nonprofit Messaging Relevant with Dynamic Creative Optimization and Personalized Video
Dynamic Creative Optimization and Personalized Video both offer the opportunity to define the right message for each individual and quickly understand what is working and what is not. Here's how.
Topics:
Fulfilling The Potential: How to Execute A Dynamic Creative Optimization Strategy
Dynamic creative optimization, or DCO, is a hot topic for many digital advertisers. The opportunity to personalize your creative’s look and message for different segments is appealing. However, it is easy to forget that DCO is a tool, not a strategy.
Topics:
Performance Creative
Get Local: Making your Media Relevant for Today
With an eye on staggered re-opening plans, social unrest, and economic impact at the individual level, brands now face more than the typical considerations, like season and past shopping behavior.
How Nonprofits Can Thrive in the New Normal
The way your nonprofit adapts to the massive shifts caused by COVID-19 will have a profound impact on your long-term success. Nonprofit fundraisers and marketers must embrace two simple truths in the normal:
Topics:
Nonprofit
How to Be More Relevant to Your Audience with Performance Creative
Consumers are bombarded with marketing messages everywhere they turn. Find out how audience relevance can be achieved using behavioral analytics to help you deliver effective messaging to cut through the noise in today's marketplace.
Topics:
UX and Creative
How to Produce Relevant Creative that Cuts Through the Noise
Today, attention spans across all facets of life are dwindling. To remain relevant, a brand needs to know what to say and how to say it.
Topics:
UX and Creative
Creative Performance: Driving Relevant Experiences in an Era of Overload
Brands are faced with increasing levels of competition for consumer engagement. Making connections and perfect moments with the time-starved and distracted consumer will require hyper-relevant creative that is informed by data and insights.
Performance Creative in the Era of People-Based Marketing
To build a lasting relationship with powerful donors and potential donors, successful fundraisers must become people-based marketers.
Your Cost Per Dollar Raised Metric is Wrong
Most marketers measure the effectiveness of each fundraising channel with cost per dollar raised or income per name. Guess What? These metrics are wrong. They are not inaccurate due to lack of trying. In fact, many spend considerable effort ensuring these metrics are extremely precise.
Topics:
Nonprofits
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Data and Analytics
Choosing the Right Cross Channel Attribution for Your Nonprofit
Learn about the key phases of an attribution strategy!
Topics:
Nonprofit
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Attribution
The Path to Donor Centricity: Selecting the best offer
We have arrived at the final step in our people-based analysis process. So far, we have predicted the future value of each donor, segmented them, and understood what motivates them to give. Lastly, we need to select which offer is best for them.
Topics:
Nonprofits
