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Kenneth Gray

USA

Kenneth Gray
Cottage Grove, OR Kennethpetergray@gmail.com
(951) 313-4334 www.linkedin.com/in/kennethpetergray

LOCATION ANALYTICS LEADER
GEO-SPATIAL MODELING | GIS |MARKET STRATEGY | SALES FORECASTING | CUSTOMER INSIGHTS

Utilize exceptional modeling, communication and presentation skills to translate data into actionable solutions.

Accomplished and forward-thinking with extensive experience providing analytic solutions to the retail, restaurant, real estate, health and financial industries. Proven track record of solving complex business challenges through utilizing expertise in location/market analytics and consumer insights.

AREAS OF EXPERTISE

Advanced Geo-Spatial Analysis • Location Modeling • Sales Forecasting and Reporting • Network Optimization • GIS • Customer Insights and Segmentation • Store Clustering • Market Receptivity and Prioritization

PROFESSIONAL EXPERIENCE

HUNTINGTON NATIONAL BANK, Columbus, OH 2018 - November 2019
Director, Geographic Information Science
As part of the “Data and Analytics” group managed a team of two GIS analysts dedicated to supporting the Distribution, Real Estate, Community Reinvestment Act and Consumer/Business Banking teams.
• Optimized branch/ATM network designating every footprint market as “grow/maintain/divest”, resulting in a consolidated real estate footprint, an analytics-based market strategy plan and huge cost savings
• Built location models; forecast deposits, loans, revenue and attrition for instore/traditional branches & ATMs for application. Also “”x for new” tool to maximize micro-market gravity retained when locations are closed
• Location research; cannibalization, synergy, competitor impact, customer patronage patterns, market dynamics, site and situational characteristics of locations, new data sources, under/over performing locations
• Optimized branch staffing for Wealth/Business banking leading to more efficient and equitable territories

JUSTICE/TWEEN BRANDS, New Albany, OH 2016 - 2018
Director, Customer Analytics and Insights
Managed a team of two marketing analysts providing customer profile, product spend, offer response and time series analyses for tween girls’ apparel. Also primary/secondary research and competitive insights.
• Marketing models: Response models (offers, churn), Private Label Credit Card incrementality rate, likely spend
• Created customer segments using internal and third party data; uncovered new “Gifter” segment without children of their own, subsequently targeted with custom messaging and response analysis
• Competitor research and analysis; store/online sales, merchandise category performance, relative pricing, store base, customer base, time series analyses. Disseminated to Executive Leadership Team
• Created Loyalty, PLCC, monthly, quarterly CRM reports, automated in APT and Tableau – presented highlights to Executive Leadership Team
• Conceptualized and led “Customer Diversity” initiative resulting in increased outreach to under-served customers; Spanish language signs in some stores, Cinco de Mayo event added to promotions calendar

CBRE, North Hollywood, CA 2012 - 2016
Director, Location Analytics and Consumer Behavior
Working remotely out of my home office built CBRE retail analytics function from scratch. Partnered with internal brokers and external clients to qualify and scope opportunities, built and delivered mathematical models to solve client real estate needs. Collaborated with programming team to develop in-house spatial analytic tools.
• Grew client brokerage relationships by building and successfully delivering site scoring models and market planning tools. Trained mapping center cartographers to build sales forecasting models
• Developed landlord reports utilizing syndicated Nielsen PRIZM segmentation profiles to attract tenants
Kenneth Gray Kennethpetergray@gmail.com page 2

NIELSEN, San Diego, CA 2008 - 2012
Director Location Analytics
Managed 6-8 analysts dedicated to custom site selection projects for retail, finance and telecom clients. Sales forecasting, customer segmentation and insights, store clustering, market planning, gravity and analog models. Supported client sales as subject matter expert. Drove innovation and efficiencies in methodologies and processes.
• Delivered over $5 million of custom projects annually
• Reduced project cycle time by over 50% and rework by over 75%
• Improved client ROI in real estate and marketing by successfully delivering 100+ custom engagements
• Worked with developers to update “Prime Location” software to meet client and market needs

NIELSEN, San Diego, CA 2005 - 2008
Senior Location Research Analyst
Built statistical models to predict the performance of new locations. Also market prioritization and receptivity analyses.
• Built disaggregate, aggregate, analog and mathematical models to estimate store sales
• Scored markets for entry, expansion, store closures and relocations
• Implemented models into geo-spatial software using SQL
• Developed and tested new methodologies and processes
• Customer segmentation and analysis. Target group creation and personas built from PRIZM segments

ADDITIONAL RELEVANT EXPERIENCE

HARDER+COMPANY COMMUNITY RESEARCH, San Diego, CA
Research Associate

TELESIS CORPORATION, San Diego, CA
Senior GIS Analyst

CHILDREN’S HOSPITAL AND HEALTH CENTER
CENTER FOR CHILD HEALTH OUTCOMES, San Diego, CA
Senior Research Associate

UC DAVIS
DEPARTMENT OF ENTOMOLOGY, Davis, CA
Staff Research Associate

EDUCATION / CERTIFICATION

Master of Arts (MA) in Geography
Bachelor of Arts (BA) in Social Science, Graduated Sum Cum Laude
SAN DIEGO STATE UNIVERSITY, CA

National Certificate in Business and Finance
BOURNEMOUTH AND POOLE COLLEGE, England

Certified GIS Professional (GISP)

AWARDS / HONORS

Caldwell, Flores, Winters Inc. / ESRI Inc. Award for Human Geographic Applications Using GIS
Member of Phi Beta Kappa and Golden Key honors societies

PUBLICATIONS

• Getis, A., Morrison, A.C., Gray, K., and Scott, T.W. 2003. Characteristics of the Spatial Pattern of the Dengue Vector, Aedes aegypti, in Iquitos, Peru. American Journal of Tropical Medicine and Hygiene. 69(5) 494-505
• Morrison, A.C., Astete, H., Chapilliquen, F., Dias, G., Gray, K., Getis, A., and Scott, T.W. 2004. Evaluation of a Sampling Methodology for Rapid Assessment of Aedes aegypti Infestation Levels in Iquitos, Peru. Journal of Medical Entomology 41(3)

TECHNICAL SKILLS

Geographic Information Systems: ArcGIS, ArcPro, Business Analyst, MapInfo | Statistical Software: SPSS, SAS | Programming Language: SQL | Microsoft: PowerPoint, Word, Excel, Project| Google Earth, Google API

Kenneth Gray

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Posted 2020-08-15 under Real Estate