Manny Cabral

About Manny Cabral

Head of Marketing Analytics for First Horizon Bank, leading the development and implementation of the following: B2B and B2C performance analytics, insights, measurement, and optimization. Built Customer Lifetime Value model for all existing households and customers at the bank. Developed Brand Tracker, CSAT, and NPS for executive scorecards and org-wide KPI tracking. Developed both Consumer and Commercial Behavioral Segmentation methodology. Implemented Salesforce Intelligence Cloud, including data harmonization across all live data platforms. Tableau Cloud implementation for enhanced analytics and dashboard visualization including leveraging Pulse AI. Developed attrition/churn analysis, regression analysis, campaign forecasting and machine learning to predict marketing brief/idea outcomes. Enriched current customer data sets with 3rd party data (Equifax/IXI/D&B) to segment current clients into mass/mass affluent/affluent segments for more efficient product marketing. Developed marketing automation using Marketing Cloud/Salesforce tools for email campaigns. Led agency partnerships for media optimization including programmatic, search, and social advertising analytics. Created correlation analysis for direct mail campaigns to understand marketing impact. Developed A/B & Multivariate Testing for digital and upper funnel brand campaigns. Ran consumer insights and research including focus groups for private client/wealth campaigns. Developed Market Mix Model with Neustar/TU to optimize channel strategy, leading to an increase in 20% more account volume with the same spend as last year.First bank US to launch Salesforce CDP, and only bank that I know of currently running Tableau Cloud!Brands: First Horizon Bank, Ford Motor Company, Lincoln Motor Company, JP Morgan Chase, Bacardi, Southern Glazers, Diageo, Elizabeth Arden, Wal-Mart, Dunkin\' Donuts, Walgreens, Winn-Dixie, Betty Crocker, Tracfone, Straight Talk, Simple Mobile, Glanbia (Optimum Nutrition, BSN), SERVPRO, FN America, Tropical Smoothie Cafe, Aaron\'s, Perkins, and moreSoftware and Languages:Salesforce Intelligence Cloud, Marketing Cloud, Tableau Cloud, Power BI, LiveRamp, Google Analytics (GA4), Google Ads (certified), Google Data Studio, Google CM360, Adobe Analytics Workspace, Retail Link, SQL, SOQL, Python/Jupyter Notebooks, Crimson Hexagon social sentiment, Synthesio, MailChimp, SurveyMonkey, Wordpress, Microsoft Office Suite, Adobe Photoshop, Creative Studio, Cognos, comScore, Double Verify, MOAT, Nielsen Nitro & Market Segmentation (Spectra), Simmons, GeoScape

Experience

1. Senior Vice President, Marketing Insights & Analytics

   First Horizon Bank

   May 2021 — Present · Nashville, TN, US

   Head of marketing analytics; Dedicated to enhancing both consumer and business customer value through an analytics & insights center of excellence. Provide strategic vision and thought leadership on analytics data and platforms. Develop and deploy tools to enable data management, analysis, and insight generation to improve marketing campaign performance. Ownership of data management, models, and marketing campaign performance dashboards across all lines of business. Developed customer lifetime value model (CLTV) for profitability and retention. Partnered with Research Lead to deliver a new Brand Health tracker, also implementing Net Promoter Score, and Customer Satisfaction surveys and trackers. Currently developing Market Mix Model, full funnel customer journeys through attribution and tagging, and Tableau Cloud implementation. Led development of Salesforce Intelligence Cloud implementation.

Education

• Florida International University - College of Business

  Master of Business Administration (MBA), Professional MBA

  2011 — 2013

• University of Miami Herbert Business School

  Bachelor of Business Administration (B.B.A.), Marketing

  1997 — 2001

Skills

• Marketing Research
• Pricing
• Business Planning
• Analytics
• Consumer Behaviour
• Shopper Marketing
• Brand Architecture
• Brand Management
• Cross-Functional Team Leadership
• Marketing Strategy
• Consumer Insights
• Retail Category Management
• Consumer Insight
• Relationship Marketing
• Strategy
• Category Management
• Product Innovation
• Brand Awareness
• Sales
• Brand Equity
• Product Development
• Analysis
• Product Launch
• Brand Development
• Segmentation
• Key Account Development
• Global Marketing
• Forecasting
• Distributed Team Management
• Categorization
• Nielsen
• Ac Nielsen
• Customer Insight
• Leadership
• Spectra
• Management
• Trade Marketing
• Consumer Products
• Pricing Strategy
• Competitive Analysis