Steve Rindelaub
Maple Grove
Summary
Results-driven analytical leader with proven track record of developing and implementing innovative strategies to drive growth, improve customer service and increase efficiency. Skilled in creating collaborative working environments and leveraging the strengths of individual team members.
Overview
11
11
years of professional experience
1
1
Certification
Work History
Vice President, Marketing Science
U.S. Bank
10.2021 - Current
- Product owner of Marketing Mix Model (MMM) solution used for strategic level marketing measurement and optimization decisions across 16 product lines; responsible for vendor selection, data collection, data and process internal controls, model validation, and business line adoption
- Product owner of Multi-Touch Attribution (MTA) solution used for tactical level marketing measurement and optimization decisions across 17 product lines and 10 marketing channels (paid and owned media); responsible for data collection, data and process controls, dashboard buildout, and business line adoption
- Provided leadership to 5 marketing scientists providing audience selection, campaign test design, and optimization solutions to various marketing business line studios
- Influenced data science and digital analytics teams to innovate existing marketing measurement solution by enhancing modeling methodology, changing model inputs, and supplementing key business metrics around marketing efficiency
- Standardized and scaled marketing data framework by creating an architecture that has data elements critical for calculating KPIs, is a source of truth for marketing intent classifications, and is flexible to support multiple marketing measurement methodologies
- Developed relationships with Senior Leadership by driving financial metric adoption and proactively suggesting ways in which data analytics can inform key management decisions
Vice President, Executive Insights
U.S. Bank
03.2019 - 10.2021
- Implemented a monthly recurring customer insight report delivered to the CEO, uncovering changes in customer behaviors and providing insights on potential impacts to the organization
- Developed a quarterly recurring customer insights report to Senior Marketing Leadership, presenting opportunities to increase central customers through tactical marketing optimization
- Participated in a cross-team effort to define consumer, small business, and wealth customers, including but not limited to data extraction, translating business requirements into data solutions, and ensuring adoption across business and analytics teams
- Built a new team executing a top-down vision to customer analytics where data drives the story, leveraging external trends and collaborating with business lines to present clear, actionable, and unbiased recommendations to leadership
- Established trust and transparency with Senior Leadership through clear communication, engaging actionable insights, and data quality assurance
Omnichannel Analyst
U.S. Bank
09.2018 - 03.2019
- Launched customer behavioral profiles to drive business strategy and improve customer-centered decisions
- Discovered customer retention opportunities to ensure customers' needs were met during internal restructuring of physical assets
Sr. Financial Analyst
LifeTime Fitness
11.2016 - 09.2018
- Implemented a neural network employee attrition model 6x more predictive than traditional models leading to 10% less attritions
- Developed a club tier compensation system through K-means clustering resulting in1.5% EBITDA improvement
- Trained and deployed a product recommendation model for target marketing
- Responsible for aligning in-center businesses with GAAP by calculating budgets, standardizing reporting metrics, and training field employees
- Expedited data visualizations by identifying KPIs, cleansing data, and expanding automation for more than 30 reports
Associate
CliftonLarsonAllen
09.2013 - 10.2016
- Led audit and review engagements, focusing on closely held businesses within the Manufacturing and Distribution industry; this includes all aspects of each engagement from the planning phase through issuance of the financial statements
- Identified anomalous activity, high risk transactions, unexpected payments and third-party risk for Forensic Investigations and Regulatory Strategy
- Led effort to provide business intelligence solutions to mid-market privately held businesses using multivariate data analysis, predictive modeling, and visualization techniques
Education
Master of Science (M.S.) - Data Science
Northwestern University
Evanston, IL05.2020
Bachelor of Science (B.S.) - Accounting And Information Systems
St. Cloud State University
St. Cloud, MN05.2013
International Business Program - undefined
Hochschule Ingolstadt
12.2010
Skills
- Team leadership
- Relationship building
- Decision-making
- Critical thinking
Certification
Certified Public Accountant (CPA)
Timeline
Vice President, Marketing Science
U.S. Bank
10.2021 - Current
Vice President, Executive Insights
U.S. Bank
03.2019 - 10.2021
Omnichannel Analyst
U.S. Bank
09.2018 - 03.2019
Sr. Financial Analyst
LifeTime Fitness
11.2016 - 09.2018
Associate
CliftonLarsonAllen
09.2013 - 10.2016
International Business Program - undefined
Hochschule Ingolstadt
Master of Science (M.S.) - Data Science
Northwestern University
Bachelor of Science (B.S.) - Accounting And Information Systems
St. Cloud State University
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