Margaret Arwood

Led integrated marketing strategy and operations across paid media, consumer insights, analytics, creative, and project management, overseeing a $60MM annual budget and a 9-person team. Developed and executed a full-funnel media strategy, achieving a 35% increase in applications and a 25% improvement in CPA.

Built the analytics and insights function for an early-stage sports technology company, establishing customer, marketing, and business performance measurement to support growth strategy and executive decision-making.

Led marketing analytics, measurement, and consumer insights for a $60MM+ marketing portfolio, implementing marketing mix modeling and incrementality testing to optimize investment and drive a 9% ROAS improvement in 6 months. Directed research, segmentation, and reporting, integrating primary and secondary research with marketing data to shape brand strategy and go-to-market decisions.

Built custom analysis tools in Excel and Alteryx to evaluate media performance and market dynamics, implementing a test-learn-scale method that reduced risk and increased media ROI by 100% in previously unsuccessful channels. Designed and scaled a customer insights program combining first-party survey data, focus groups, and segmentation analysis to inform creative strategy and brand positioning.

Identified customer recapture opportunities and designed an omnichannel targeted promotion that boosted sales among lapsed customers by over $1MM in 3 months. Project managed a strategic initiative to consolidate 100+ stores into a hub-spoke model, achieving $1.4MM/year savings.

Built marketing reporting and analytics to evaluate campaign performance, customer trends, and media investment, translating insights into strategies that generated $500K annual savings and a 5.4x ROI on $1.2MM incremental media spend.

Managed brand building for Sparkle and Vanity Fair brands, focusing on brand strategy and consumer insights.

Completed an MBA summer internship focused on brand building and consumer insights.

Performed marketing analysis to support business objectives.

Participated in a business rotational program, gaining experience across various business functions.

Earned an M.B.A. with concentrations in Brand Management, Marketing Analytics, and Strategy.

Earned a B.A. in International Studies with a focus on Corporate Strategy.