Executive Profile

Andrea Derricks Trustee, Direct Marketing Educational Foundation

Age	Total Calculated Compensation	This person is connected to 1 Board Members in 1 different organizations across 0 different industries. See Board Relationships
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Background

Ms. Andrea Derricks serves as Associate of Goodman & Company. Ms. Derricks has a wide range of experience as an Associate at Goodman&Company, providing strategic and project management support for clients including PayPal, Guthy Renker, SAP, Group Health, Microsoft and Bloomberg. Her diverse skill-set allowed her to become an instrumental team member in strategy innovation for customer acquisition, retention, loyalty and CRM programs. Her key contributions included becoming ... a "referral SME" to help define a multi-channel consumer acquisition strategy; analyzing and synthesizing the results of qualitative research to inform top-customer loyalty program development; performing a major audit of direct response companies to inform innovative continuity strategies and providing the "big idea" for a new product launch go-to-market strategy. She also gained experience in marketing operations, web design, research and product innovation by developing an operations playbook, conducting an in-depth task analysis on four key roles for a global website redesign and analyzing and synthesizing qualitative "outside-in" research in three global markets to identify new product requirements. In 2009, she led Goodman&Company's internal solution development, with the resulting product being piloted by an online payments company and a non-profit organization. She joined Goodman&Company after a year in the DMEF's Next Generation Leaders program. She was one of four national candidates competitively selected to participate in the inaugural year of this one-year Board-sponsored program to attract future marketing leaders to Direct and Interactive Marketing. Her year included four three-month rotations at Harte-Hanks, Goodman&Company, eScholastic and Wunderman. Key projects she worked on as part of the Next Generation Leaders program included an in-depth analysis of six verticals to aid 2009 strategic planning for Harte Hanks. At Goodman&Company, she coordinated 12 Fortune 100 CEO / CMO's through mission-setting and requirements planning, oversaw several third-party pro-bono collaborations, and managed three simultaneous RFP processes while interfacing with multiple vendors. At eScholastic, she developed a plan to increase revenue by escalating internal cross promotions between business units on the website. She also supported the new analytics team by using Omniture to create a daily performance scorecard distributed to the senior executives. Her key contribution as a Business Development Associate at Wunderman was conducting extensive user experience analysis on five CPG websites that helped secure Dannon as a client. Ms. Derricks serves as a Trustee of Direct Marketing Educational Foundation. She played on Columbia's division I field hockey team and studied abroad at King's College in London, England. She graduated from Columbia University with a BA in American Studies.

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