Summary of Experience
- Manage day-to-day traditional and online marketing operations including staff and vendors in the areas of direct mail, print advertising, internet advertising, email marketing, search marketing, pay-per-click and social media
- Increase ROI by working with IT to implement online analytics; continually test and review performance for winning creative, copy, audience, channels, premiums and price points
- Evaluate marketing channels on an ongoing basis, leading staff and vendors to improve campaign turnaround time, reporting, accuracy and overall efficiency
- Support internal clients with marketing insights derived from customer data, research and response analysis and make recommendations to further organization goals
- Stay ahead of cutting-edge marketing technologies, continuously evaluating, recommending and testing the most promising tactics to exceed marketing goals
Employment History
Cross-Cultural Solutions, Sr. Marketing Manager, New Rochelle, NYApr 2007 - Present
- Lead marketing managers in the UK, Canada and Australia to implement strategy to increase market share.
- Identify, evaluate and approve new opportunities for event, online and print marketing in three countries.
- Establish email marketing contact strategy based on optimal timing, audience and country-specific content.
- Determine international marketing responsibilities and work with department directors and COO to implement.
- Responsible for all online advertising including budget, negotiations, tracking and meeting positive ROI.
- Deep-dive into online advertising resulted in a 15% reduction of non-performing banner ads, listings and links.
- Conceived and led web-based projects including a tool to automate event RSVPs, a waiting list for unavailable services that reduced attrition, and an email preference center that reduced email opt-out rate by over 20%.
- Initiated a project to build inbound links to relevant, top-ranked sites to improve traffic and natural ranking.
- Developed a system that integrates Google Analytics and SalesForce to track online marketing performance.
- Responsible for print advertising in 15+ publications and event marketing at 10+ venues with no agency help
- Achieved a growth rate of over 20% in 2007 with no increase in marketing costs.
Brio Realty, Realtor, Herndon, VA Feb 2004 - Mar 2007
- Multi Million Dollar Producer, member NAR, VAR, NVAR. Accredited Buyer Representative designation.
- Built website, Internet marketing tactics, and email contact strategy to generate and handle new leads.
AARP, Marketing Consultant, Washington, DC Sep 2003 - Jan 2004
- Completed marketing channel analysis and recommended ongoing adjustments to marketing mix.
- Built mail monitoring program to test direct mail and fulfillment response, timing and quality.
T. Rowe Price Inc., Marketing Manager, Baltimore, MD Feb 2001 - Jun 2003
- Synchronized communication between key decision makers and across the supply chain by implementing an online solution that enables secure, real-time access to customer insight and direct response metrics.
- Increased speed to market and reduced costs 50% by migrating customer marketing program to digital print-on-demand. Resulting savings brought 20 previously unmarketable products into positive ROI.
- Streamlined updates to investor marketing materials by designing an online tool that automatically traffics revisions through all departments and electronically files approved changes to the NASD.
Direct Marketing Consultant, TMNG Marketing, Alexandria, VA Jun 1999 - Feb 2001
Provided director-level leadership, strategic planning and program management services for database-driven organizations targeting businesses and consumers. Limited-term, on-site management contracts required quick situational assessment, effective team-building, goal- and priority-setting and change management skills.
Manager, New Fulfillment Systems, Time Inc., New York, NY Sep 1998 - Apr 1999
- Increased department revenues 20% by improving relationships with internal client managers and continuously assessing needs, evaluating performance, and enhancing productivity.
- Boosted direct marketing response rates for People Magazine, Fortune, Sports Illustrated and other key titles by analyzing predictive models and coordinating results analysis processes across business units.
- Established the firm’s first protocols for designing and tracking responses to email marketing initiatives.
- Enabled secure remote access to marketing data for offsite business units.
- Reduced errors by upgrading and enforcing rigorous data integrity standards.
Marketing Director, BrandDirect Marketing, Shelton, CT Jul 1997 - Sep 1998
- Launched and assumed full P&L responsibility for a profitable affinity direct marketing program.
- Achieved an 800% increase in revenues — to $150 million — in less than nine months by crafting multi-channel direct marketing strategies designed to monetize a 50+ million record database.
- Negotiated strategic alliances with key business suppliers, leveraged emerging technologies to optimize results.
- Automated direct marketing decision support systems to reduce turnaround time by 33% and cut errors in half.
Founder and President, The Help Desk, Norwalk, CT Apr 1995 - Jul 1997
- Conceived, successfully launched and managed all aspects of a computer training consultancy for individuals and small businesses. Grew the company to $150,000 in revenues within two years.
- Built the Help Desk website with a live training feature, extending capacity and improving customer service.
Database Marketing Manager, Cendant, Stamford, CT Feb 1993 - Apr 1995
- Streamlined project management processes by automating scheduling and trafficking functions.
- Founded The Brain Trust, a team-based approach to brainstorming product enhancements, channel development, customer retention and innovation in marketing practices.
- Received the Acorn Award for excellence in telemarketing list analysis.
Database Manager, Productivity Inc., Norwalk, CT Oct 1989 - Feb 1993
- Enhanced TM and direct mail marketing response rates through improved results analysis and data integrity.
- Accelerated marketing development and results analysis by introducing a master schedule and logic-based coding for marketing efforts. Achieved significant cost savings by optimizing postal discounts.
Case Study from my Current Employer: Improved Email Performance
Email marketing to the house list is our most effective channel at Cross-Cultural Solutions. Shortly after arriving on the job, I dug into this effort and worked with internal marketing staff to implement optimal timing, testing and tracking of emails, further improving results. I identified a large number of unsubscribes attributed to a single opt-out method: "all or nothing". I built a project allowing recipients to select email preferences and liaisoned closely with our IT team and Exact Target (our email marketing vendor) to implement. Our leads were happy to choose only specific emails of interest and the end result was 25%+ fewer unsubscribes.
