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Glenn J. Bourque

123 Main St. New Fairfield, CT 06812 | 203-731-1806 | glenn.bourque@gmail.com

Audience Development | Digital, Programmatic & Traditional Marketing | Digital Analytics

Detail-oriented, marketing leader offering many years of success in marketing initiatives for a broad range of brands, clients and industries. Skilled expert in programmatic media, audience creation and activation across multiple platforms, capable of learning, implementing and engaging with new data technologies to deliver impactful results. Thrives on delivering exceptional client service by being fully engaged with the current projects’ goals, opportunities and challenges, while communicating wins, losses and blockers along the way. Skilled project manager capable of overseeing and managing numerous clients/projects simultaneously. Excels at cooperating and collaborating with various stakeholders, departments, teams and external partners & vendors, ensuring the profitability and quality of marketing campaigns.

Data Management, Analytics & Media Platform Exp.: Amazon (AAP), The Trade Desk, Media Math, DV360, Owner IQ Coex, StackAdapt, Lotame, Salesforce Data Cloud (CDP), Salesforce Audience Studio (DMP), Adobe Audience Manager (DMP), Google Analytics 360 (Universal and GA4), Adobe Analytics, Salesforce Marketing Cloud Intelligence (Formally-Datorama), Salesforce Marketing Cloud, SA360, Looker Studio, OneTrust, Campaign Manager, comScore, MRI, Scarborough, Nielsen, Kantar, P$YCLE

  • Audience Insights & Activation
  • Data-Driven Strategy
  • Integrated Marketing Plans
  • Marketing Management
  • Programmatic Planning & Buying
  • KPI Tracking/PacingCampaign Management
  • Customer Acquisition
  • Digital Analytics
  • Data Analysis & Insights
  • Direct-to-Consumer Marketing
  • Media Plan Development

Career Experience

8/2020 – 8/2024

Manager, Audience Insights and Analytics, Cracker Barrel Old Country Store, Lebanon, TN (Remote)

  • Responsible for the oversight, architecture and implementation of Salesforce Data Cloud (CDP) and Salesforce Audience Studio (DMP), capturing behavioral data and tracking first-party engagement to ultimately increase revenue, create awareness, and drive onsite digital engagement & in-store visits to www.crackerbarrel.com by activating digital audiences that aligned with strategic goals and KPIs.
  • As part of the Media team, collaborated weekly with external agencies and the media, search and social teams to track, monitor, report on and ultimately optimize national media campaigns across digital, linear TV, programmatic and OOH.
  • Implemented and managed Salesforce Marketing Cloud Intelligence/Datorama for leadership visualizations, analysis and reporting for all marketing tactics, including the connection and validation of data streams and APIs across paid media (Campaign Manager, DV360, display, OLV, PPC, social, linear TV & Waze), third party-delivery providers (Uber Eats & DoorDash), Google Analytics, Salesforce Marketing Cloud (CRM) and Snowflake.
  • Responsible for all first and third-party audience analysis and segmentation for testing and activation, across DSPs, paid social platforms, CRM and search campaigns.
  • Responsible for digital analytics for www.Crackerbarrel.com, working closely with the IT and development teams to ensure analytics stability between site and app versions.
  • Responsible for the implementation, oversight, tracking, reporting and analysis of the brand’s website using both Google Universal Analytics and GA4 platforms.
  • Implemented Do Not Sell & Delete My Data workflows in OneTrust to track customer requests and lead the build out of the cookie consent preferences & delete my data interface on both the website and app.

6/2018 – 5/2020

Manager, Audience Engagement, Subway, Milford, CT

Led the evaluation, analysis and development of core, data-driven digital audience segments focused on increasing revenue, creating awareness, and driving onsite digital engagement & in-store visits. Managed cross-channel DMP integrations using targeted video and display media campaigns, paid search and social, on-site experience optimizations and A/B testing.

  • Ranked in the top 5% of Adobe Audience Manager power users by Adobe.
  • Managed all aspects of the DMP, including the initial ramp-up, segmentation, testing, data integrations, insights, third-party data feeds and look-a-like modeling.
  • Enhanced audience segmentation capabilities with offline, transactional data.
  • Increased scale of first party data by implementing DMP tagging on 20,000+ localized search engine landing pages (Yext) and CRM email messages.
  • In close cooperation with the Media, Digital Analytics and Technology teams, tested and scaled first and third-party data from the DMP to several DSPs for media activation.
  • Exceeded existing KPI benchmarks and generated campaigns with positive ROAS from targeted audiences.
  • Slashed poorly performing data providers and data sets and prioritized those with the greatest potential to drive online sales and revenue. Conducted extensive analysis of thousands of third-party data providers.
  • Propelled cost efficiencies by eliminating waste across media channels.
  • Consistently delivered targeted campaign results with positive R.O.A.S, meeting or exceeding campaign goals.

7/2013 – 3/2018

Manager, Inventory Acquisition & Activation (Programmatic), eEffective, Inc., Sandy Hook, CT

As the Manager of Inventory Acquisition & Activation, I led the programmatic media buying and ad ops team. My responsibilities included sourcing and establishing platform & data relationships for inclusion in the client’s digital media plans. Additionally, I conducted research, collected first-party data, crafted audience targeting strategies, and collaborated closely with external vendors to build, monitor and optimize effective programmatic media plans.

  • Developed weekly, monthly, and quarterly digital, programmatic media plans and recommendations to optimize spending.
    Key client accounts included SNHU, UPS Capital, Panasonic, Seiko, Guess Watches, Gaylord Hotels, Cohen’s Fashion Optical, Marist College, Western Connecticut State University, Ross University, Bellevue University and the Centers for Disease Control (Zika Awareness).
  • Administered an online digital portfolio of 25+ accounts with total monthly budgets exceeding $300K, utilizing digital display, instream and outstream video, apps, geo-fencing, streaming audio and native advertising, utilizing various DSPs and DMPs.
  • Led the sourcing and establishment of new relationships with publishers and vendors for testing and inclusion in clients digital marketing plans, including data providers, online DSP’s, SSPs and ad exchanges.
  • Performed extensive analysis, constantly digging into the performance data to find efficiencies across all the available data and eliminating those that underperformed
  • Tracked the performance of all campaigns to ensure compliance with key performance metrics, identifying opportunities for improvement and reinforcement.
  • Responsible for detailed reporting and analyses for presentations to leadership, clients and stakeholders through scheduled reporting and ad hoc requests.

6/1999 – 6/2013

Director, Operations/Account Service, Mediassociates, Inc., Sandy Hook, CT

As one of the company’s three initial employees, devised strategies for agency growth and contributed expertise in operations and systems. Established strong relationships with clients by communicating campaign goals and results in a timely manner and carefully assessing clients’ needs. Monitored performance of clients’ marketing campaigns to adjust to goals and deliver best value. Coordinated and led client relationship management, staffing, IT infrastructure, procurement, project management, and administration.

  • Consistently achieved or surpassed client goals and expectations by managing client marketing budgets to administer campaigns across television, radio, print, direct mail, OOH, programmatic, paid social, and search engine channels.
  • Worked within Higher Education, Hospitality, Technology, and Healthcare industries.
  • Monitored the performance and effectiveness of client marketing communications campaigns, identifying and communicating, internally and to clients, opportunities for improvement and enforcement
  • Used data analysis and market research to conceptualize and implement strategic marketing-communications plans and business development strategies to drive revenue, site traffic and conversions.
  • Developed digital strategies to increase revenue, site traffic and conversions by leveraging 1st and 3rd party data sets.
  • Helped grow the agency from a 3-person agency to 50+ employees by implementing key technologies.
  • Orchestrated and executed two corporate relocations, ensuring the continuity of business operations.

Education

Bachelor of Arts Degree in Technical Journalism (Concentration in Public Relations), Colorado State University

Professional Certifications

Amazon Ads Foundation, April 2025 / Amazon Sponsored Ads, April, 2025 / The Trade Desk Marketing Foundations, March 2025 / The Trade Desk Trading Essentials – Kokai, March 2025 / HubSpot Marketing Hub Software, January 2025 / HubSpot Email Marketing, January 2025 / HubSpot Digital Advertising, January 2025 / HubSpot Inbound, January 2025 / HubSpot Inbound Marketing, January 2025 / HubSpot Inbound Marketing Optimization, January 2025 / IAB Digital Media Buying & Planning, IAB, February 2018