MATTHEW WELLS - Matt Wells

St Paul, MN 55105

www.linkedin.com/in/mattwells/

Analytics, Data Management & Insights Leader

Transformation leader aimed at creating and enhancing business value from data + leadership + analytics + innovation + strategy.

• Leader: A force multiplier with a diverse background in information technology, data management, business intelligence, product management, analytics, big data, marketing, statistical modeling and data governance with a track record of delivering business benefits

• Innovative: Thought leader with 20+ years of experience building and leading highly-skilled, cross-functional teams in complex, global environments.

• Strategic: Skilled communicator with a knack for making the complex simple while building commitment to action.

• Experienced: Led scores of projects to create new or improved processes and services in B2B and B2B2C environments.

• Team player: Player/coach admired by team members, peers and managers alike demonstrated by great performance ratings year after year.

Business Skills

★ Business Analytics ★ Business Intelligence ★ Data Science ★ Marketing Analytics ★ Product Development

★ Consulting ★ Exec Presentation ★ People Management ★ Cross functional team leadership

★ Sales Enablement ★ Data Operations ★ Process Improvement ★ Big Data ★ Data Governance

★ Enterprise Data Management ★ Program Management ★ ROI Modeling ★ Customer Segmentation

Technical Skills

★ SQL ★ Tableau ★ Business Objects ★ Excel ★ Salesforce ★ Statistical Analysis ★ Financial Modeling

★ Dashboarding ★ ETL/ELT ★ Google Analytics ★ Eloqua ★ Alteryx ★ Agile

Professional Experience

MINNESOTA WILD HOCKEY CLUB, St Paul, MN 2021-present

Senior Director, Business Intelligence & Analytics

I lead a team of reporting analysts and analytics specialists who measure and work to improve every aspect of the business side of the Minnesota NHL hockey club. Our BI solution is used by every department leveraging data from inside the business as well as partners like Ticketmaster, Qualtrics, Comscore, and Google Analytics.

Hired and trained four business analysts who are all certified and consult with their peers in the NHL
Team developed and deployed automated daily ticketing reporting that eliminated Excel reporting
Team developed and deployed interactive automated partnership activity and revenue reporting
Team developed and deployed interactive automated web activity and conversion reporting (converted from Adobe Omniture to GA Universal and then from GA Universal to GA4 a year ahead of the NHL)
Team developed and deployed automated media attribution reporting
Team developed and deployed interactive automated retail activity and revenue reporting
Every revenue goal was tracked using automated reporting in 2022-23 and 2023-24 and every goal was exceeded both years (in spite of not making the playoffs in 2023-24)

EXPERIAN, remote 2019-2021 (also as a consultant through MattWells Consulting LLC 2018-2019)

Senior Director, Enterprise Data Governance & Integration

I led a team of technical business analysts who build business cases and detailed requirements for data marts and BI solutions; I then served as the lead business analyst and program manager as the projects were implemented using a cross functional team of IT professionals, BI developers, and business subject matter experts. Successful deployments included comprehensive data marts for global procurement, revenue, and costs, multiple integrated and standardized data marts for product volumes (unit sales), and standardized global sales pipeline reporting for sales enablement.

Matthew Wells matt@mattwells.com Page Two

MATTWELLS CONSULTING, LLC remote 2017-2019

Principal

I worked with large corporations to implement business intelligence and analytics solutions, filling the gap between a well-defined IT solution and a less well-defined set of requirements from users.

CLARIVATE ANALYTICS, Eagan, MN and then remote 2012 – 2017

Head of Customer Insights and Analytics

Functioned as head of marketing analytics, customer survey, and business intelligence teams (11 staff members). Spearheaded development and management of data warehouse. Utilized data to inform marketing white space, sales enablement, cross-sell and up-sell efforts. Led target selection and segment creation on Eloqua platform. Organized marketing metrics development and reporting. Clarivate Analytics was formed in 2016 from IP and Science Business of Thomson Reuters.

Executed development of enterprise data warehouse federating data from 21 different financial systems, multiple CRM instances, and outside data from vendors and company products, on time and under budget.
Headed creation and implementation of total addressable market analyses in preparation for sale of business, closing successful sale for 3.5 times revenue.
Directed outsourcing of customer survey work to agency, reducing out-of-pocket expenses by 20% and headcount rate by 66%.
Served as lead programmer on project integrating EDW reporting on sales, opportunities, product usage and suggested upsells into Salesforce.com workflow, enabling activity to reside within Salesforce, improving efficiency and productivity.
Led project to integrate EDW reporting on product usage and retention risk assessment into Salesforce.com leading to substantive increases in retention across many sales organizations and customer segments.

THOMSON REUTERS, Eagan, MN 2005 – 2012

Director of Marketing Analytics

Directed marketing analytics and operations teams (8 staff members). Supervised development of complex predictive models and team of marketing operations specialists executing list development (Unica). Headed development, planning and implementation of online marketing operations toolset and other marketing automation.

Implemented new marketing technology solution for online research platforms, started as $9K proof of concept increasing to multi-million-dollar revenue generator. Won corporate Award of Excellence for efforts.
Led marketing operations team through 50% CAGR in list volume over 4 years without increase in headcount.
Championed development of e-mail toolkit enabling marketers to create and execute e-mail campaigns from brand-compliant template with 3-day turnaround instead of typical 6-week turnaround.
Served as lead on analytics project integrating data from multiple sources to build definitive market opportunity framework for products sold to law firms, resulting in $3M in incremental sales.

Additional Relevant Experience

MARKETING ARCHITECTS, Plymouth, MN 2003-2005

Director of Analysis

THE LACEK GROUP (OgilvyOne), Minneapolis, MN 2000-2003

Director of Database Marketing & Analysis

SELECT COMFORT (Sleep Number), Plymouth, MN 1997-2000

Manager of Database Marketing

CONCORDIA LANGUAGE VILLAGES (Concordia College), Bemidji, MN 1991-1997

Manager of Auxiliary Services

Education

Master of Business Administration (MBA), Minnesota State University, Moorhead, MN
Bachelor of Science (BS), Statistics, Case Western Reserve University, Cleveland, OH