Lara Fisher
Analytics Team Lead at BMS
- Location
- Washington D.C. Metro Area
- Industry
- Online Media
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Lara Fisher's Overview
- Current
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- Analytics Lead at Bristol-Myers Squibb
- Past
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- Consultant at Serengeti Communications
- Marketing Solutions Director at comScore
- Research Project Director at Centrac DC
- Manager at Veris Consulting, Inc
- Senior Market Research Analyst at Discovery Communications
- Education
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- The Johns Hopkins University - Carey Business School
- The University of British Columbia
- University of Maryland University College
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American University
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Immaculate Heart High School
- Connections
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399 connections
- Websites
Lara Fisher's Summary
I am a digital analytics strategist and I’ve developed and run digital measurement and optimization programs for some of the world’s largest brands. I have an extensive background in all aspects of online marketing and a passion for leveraging analytics and multi-channel intelligence to drive high performance marketing strategies. Above all, I help organizations understand why measurement is important. Some of my key client engagements included Pfizer, Kraft, GSK, Gannett, Exxon, Jim Beam and AARP.
I hold an MBA in Marketing and Management from the Johns Hopkins Carey School of Business, and a B.A. in Literature from the American University. I am also an active member of the American Marketing Association and the Web Analytics Association.
Specialties
• Web Analytics
• Internet Marketing
• Social Media
• Marketing Analytics
• Relationship Marketing
• SEO/SEM
• Marketing Research
• Integrated Marketing
Lara Fisher's Experience
Analytics Lead
Bristol-Myers Squibb
Public Company; 10,001+ employees; BMY; Pharmaceuticals industry
May 2010 – Present (1 year 10 months)
• Provide reporting to optimize performance for BMS consumer and HCP digital initiatives according to program objectives
• Optimize performance of online marketing based on four levers: Media Optimization, Creative Optimization, Site Optimization, Test & Learn Programs – across Media, Creative, Site.
• Execute a comprehensive battery of optimization analytics to drive continuous improvements in performance.
• Provide thought leadership, cross-pollinate ideas and disseminate optimization insights across distinct BMS teams.
Consultant
Serengeti Communications
August 2009 – March 2010 (8 months)
• Assisted with social media evaluation and communications optimization projects from inception to completion.
• Executed social media reports and strategies for clients.
• Edited SEO and PPC recommendations.
• Worked with client site analytics utilizing off the shelf tools and social media measurement tools.
Marketing Solutions Director
comScore
Public Company; 501-1000 employees; SCOR; Market Research industry
December 2003 – October 2008 (4 years 11 months)
• Independently generated over $2.5m in sales in 2 years.
• Delivered exceptional service to Fortune 500 companies including training and meeting client objectives.
• Oversaw execution of ongoing web initiatives for clients, including but not limited to search engine optimization, ad effectiveness, cart funnel analysis and social media.
• Authored client reports and presentations to clearly articulate the key findings identified in the analysis.
• Prepared and presented findings and recommendations outlining all actionable information and providing strategic advice to clients.
Research Project Director
Centrac DC
October 2001 – December 2003 (2 years 3 months)
• Directed marketing research projects, including: proposal writing, questionnaire design, field supervision, data analysis, report writing, and interfacing with clients.
• Executed against business plan delivering expected results within defined budget.
• Developed baseline operational procedure testing surveys, and monitoring daily job progress.
• Lead monitoring trends and new opportunities in marketing and strategy.
Manager
Veris Consulting, Inc
Privately Held; 51-200 employees; Accounting industry
September 1999 – October 2001 (2 years 2 months)
• Directed business requirements for sales, marketing, finance and long term website strategy.
• Led marketing for education, event planning, and political campaign websites.
• Developed and implemented marketing plan through search engine submissions, associate links and off-line marketing communications to enhance brand identity.
• Analyzed site traffic and evaluated marketing efforts based on customer satisfaction, traffic volume, and sales. Generated weekly financial and site metrics reports.
Senior Market Research Analyst
Discovery Communications
Public Company; 1001-5000 employees; Broadcast Media industry
January 1995 – September 1999 (4 years 9 months)
• Managed qualitative and quantitative research projects from conception to completion for Discovery Channel Interactive and Education units.
• Worked on the planning, forecasting, and management of a $1 million budget for online and education research department.
• Created weekly financial and metrics research report for multiple business units, integrating editorial, e-commerce, and advertising.
• Took ownership of key metrics for online success such as conversion rates, sales and leads. Identified key metrics and analyzed and reported on them to senior management team. Worked closely with sales team to deliver tangible results.
Lara Fisher's Skills
Lara Fisher's Education
The Johns Hopkins University - Carey Business School
MBA, Business Administration
2010 – 2011
3.7 GPA
Coursework includes:
• Behavioral Decision-Making
• Microeconomics
• Creative Business Thinking
• Market Research
• Consumer Behavior
• Strategy
• Negotiation
• Business Law
• Integrated Marketing Communications
• CRM
• Financial Analysis
• Statistical Analysis
• Ethics
• Business Communications
Activities and Societies: Professional Student Association
The University of British Columbia
Certificate, Award of Achievement in Web Analytics
2010 – 2011
Coursework includes:
• Introduction to Web Analytics
• Web Analytics for Site Optimization
• Measuring Marketing Campaigns Online
• Creating and Managing the Analytical Business Culture
University of Maryland University College
MS, eBusiness- Concentration in Market Research and Intelligence Systems
2001 – 2003
Coursework includes:
• Information Technology Foundations
• Introduction to E-Business
• E-Marketing
• Social, Legal, Ethical and Regulatory Issues Technology
• Development and Management
• Business Economics
• Statistics for Managerial Decision Making
• Marketing Management
• Marketing Intelligence and Research Systems
• Integrated Direct Marketing
American University
BA, Major in Literature, Minor in Cinema Studies
1992 – 1995
Activities and Societies: • Awarded LBJ Fellowship for study on Captiol Hill 1994 • Internships: TV Guide and Ketchum
Immaculate Heart High School
Diploma
1987 – 1991
Lara Fisher's Additional Information
- Websites:
- Interests:
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Author of "Noir is My Beat" 2007
- Groups and Associations:
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- Honors and Awards:
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Excellence in Client Service Award at comScore July, 2004
Contact Lara for:
- job inquiries
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