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Senior Vice President, Group Account Director Resume
Sheryl
US-Illinois-Chicago
Senior Vice President, Group Account Director
Obtain a position with a client, agency or consultant firm that leverages my experience. \\r\\n\\r\\nI am an accomplished Direct Marketing Professional and have held account service positions with major agencies for more than 20 years. I have led stand alone, as well as integrated accounts, across many industries including retail, packaged goods, travel, services and automotive. My strengths include translating big picture issues into actionable tactical plans, collaborating with others for optimal impact, verbal and written communications and process management. I have specific expertise in Targeted Acquisition, Lead Management and CRM/Loyalty solutions.
SHERYL L. ROSOL
589 W. Gladys Ave
Elmhurst, IL 60126
sherylrosol@gmail.com H: 630-833-2508
C: 248-459-0523
OVERVIEW
Accomplished CRM/Loyalty Marketing Professional with a successful record of creating connections between consumers and brands that generate business growth.
- Solutions-Oriented Leader able to lead and manage diverse resources to provide continued client delight.
- Results Driven Planner who utilizes key category, brand and customer insights to deliver ROMI based strategies.
- Multi-Media Strategist with proven ability to integrate multiple marketing vehicles and successfully activate the target audience.
- Database and CRM Practitioner who knows how to use data at both strategic and execution levels.
- Efficient Project Manager skilled in developing processes that insure consistent on time and on budget delivery.
- Dynamic Presenter with excellent verbal and written communication skills.
PROFESSIONAL HISTORY
DONER, Southfield, MI, 10/2000 – 4/2009
Senior Vice President, Group Account Director
* Led CRM/Loyalty strategic thinking and thought leadership for established accounts, as well as for new business.
o ADT, Blockbuster, Bob’s Stores, Great Wolf Lodge, Luxottica (LensCrafters, Sears Optical, Target Optical), Mazda, Progressive Insurance, Things Remembered.
* Developed solutions and ideas based on each client’s unique business challenges and situation.
o Worked with internal data consultants to determine the analytic requirements (profiling, segmentation, modeling, result dashboarding, etc.) for each program.
o Partnered with internal and client research teams to identify segment specific influencers/barriers and then developed messaging and timing to overcome the barriers.
o Drove business rule and test matrix development to optimize ROMI based on lifestage, channel (email, direct mail), messaging/offer and cadence.
* ADT – reduced churn by 50% and doubled ROMI.
* Great Wolf Lodge – doubled repeat guest rate and increased ROMI by 800%.
* Luxottica – tripled response rates and increased ROMI by 300%.
* Established and managed strong client relationships.
o Defined scope of work and aligned business with appropriate staff mix.
o Owned the clients’ budget allocation and management.
o Orchestrated the ongoing collaboration of internal agency departments (Planning, Analytics, Media, Creative and Production) as well as external partners (Non-Doner Agencies, Specialty Resources) to more quickly deliver consistent and impactful programs.
* Actively managed team of 12 by coaching, identifying areas for growth, celebrating successes and keeping an open dialogue.
DRAFT WORLDWIDE, Chicago, IL, 1996 – 9/2000
Senior Vice President, Group Account Director
* Directed established accounts, serving as the strategic leader and passionate advocate for each client.
o Pharmacia and Lilly/Takeda, as well as Sprint Consumer Long Distance, Sprint PCS and NordicTrack.
* Developed, managed and refined multi-media lead generation and loyalty programs.
* Regularly delivered proactive, strategic proposals based on marketplace, brand and/or customer insights.
* Analyzed results and developed weekly refinement recommendations; targeting, messaging, communications channels, timing, etc.
* Dramatically reduced Sprint customer attrition and increased revenue via development of integrated targeting models and delivery of customer driven, longitudinal contact strategies.
* Refined internal work flows and processes to deliver $3 million in cost savings.
* Created monthly internal publication, Final Draft, to merchandise and share learnings across the agency.
* Managed team of 25.
LINTAS/CAMPBELL-EWALD, DETROIT, MI AND NEW YORK, NY 1987 – 1996
Vice President, Senior Account Supervisor, Warren, MI 1992- 1996
* Led and monitored the day-to-day activities related to GMAC Mortgage, Kelly Services, and Crowne Plaza targeted acquisition and CRM/Loyalty communication programs.
o Drafted annual plans based on business objectives and budget.
o Maintained big picture scheduling and implementation of all projects.
o Provided leadership throughout project execution.
o Created execution rules book and intelligence binder for each client.
o Developed creative briefs and reviewed work for strategic consistency and creative integrity.
o Reviewed data flow charts, list pull specs and data audits for accuracy.
o Reviewed results and provided recommendations based on findings.
o Conducted monthly budget reconciliations to identify and determine reason for any variances.
* Managed team of 5.
Vice President, Account Supervisor, New York, NY, 1990 - 1992
* Established satellite office and constructed annual business plans, including revenue forecasting and staffing requirements for $20 million department.
* Directed brand supportive retail/co-op team charged with providing planning, concept/proposal development and execution within the agency network.
o Clients included Sara Lee (Jimmy Dean, Sara Lee Bakery, Hillshire Farms, Hanes), IBM, Planters, Bass Shoes, Acuvue
* Increased Planters billings from $750,000 to $4.5 million in 12 months.
* Managed team of 10 to ensure proper resource allocation and utilization.
o Educated staff on the functionality of other departments and how to work in a collaborative fashion.
o Effectively delegated workload across the account services team.
o Conducted quarterly staff reviews.
Account Supervisor, Warren, MI, 1987 - 1990
* Member of original group formed to build brand supportive retail/co-op capability in the agency from ground zero.
* Developed solid client base, generating highest profit level within the company in only 18 months.
* Stimulated an eight-point share growth in a declining category via a trade driven communications program.
MARS ADVERTISING, Southfield, MI 1984 – 1987
Senior Account Executive
* Provided day-to-day contact with client and field representatives to obtain necessary input for all project details.
o Maintained organized records of all account paperwork – approvals, revisions, etc.
o Managed all project timelines, weekly status reports and daily hot sheets.
o Collaborated with creative to maintain an art library of client approved images.
o Worked with accounting to facilitate billing and track invoices.
* Clients included M&M Mars, Hormel, Eveready Batteries, and Nabisco.
EDUCATION
BA, Communications, University of Michigan, Ann Arbor, MI
* Summer intern at MARS Advertising.
* Worked throughout school and paid for 75% of educational expenses.
TESTIMONIAL COMMENTS
“Sheryl is an extremely competent direct marketer with a strong understanding of big picture strategic issues, which she is able to translate into effective tactical executions.”
Tony Everett, President Doner Direct, Doner Advertising
“I had the pleasure of working with Sheryl at Blockbuster where she worked with us to develop an integrated contact strategy. Her expertise in direct marketing strategies, reporting, and process took the project from overwhelming to doable. Her dedication is also untouchable. Just a few weeks after foot surgery Sheryl traveled to be with us in person for a presentation, with crutches and presentations in hand!”
Debbie Hardwick, Advertising Director, CRM, Blockbuster
“In my opinion, Sheryl defines excellence. Her strategic guidance, management style and leadership as an SVP Account Director at Doner went unsurpassed in my career as the finest manager I have ever had. She continuously provided the perfect blend of skills that would make me proud to be a member of her team at any point in my career. We worked on multiple accounts together, developing full, integrated Marketing plans, implementing those plans and troubleshooting for our Clients' businesses. It was through these years that I personally learned the ropes of Direct Marketing, and it was all due to Sheryl's tutelage. Any team would benefit from having her aboard -- she is a true asset.”
Jeanine Bobenmoyer, Account Director, Doner Advertising
“Sheryl is a wonderful manager – leading the team while at the same time respecting your skills and allowing you to manage the details. She is a strong Direct Marketer with great strategic ideas and well thought out plans. And what can I say – she has an infectious laugh that brightens your day!”
Stephanie Giorio, Account Director, Doner Advertising
“Sheryl is a fantastic leader and mentor. I was able to especially develop a stronger direct marketing skill set under her leadership. The example she has set resonates deeply with me and has greatly influenced my account management style in a positive way. She would be an invaluable asset to any organization.”
Mervit Sam, Account Manager, Doner Advertising
“Sheryl Rosol would be a tremendous asset to any organization, period. She is a strategic thinker and motivating leader. Sheryl is also a highly effective problem solver. Her dedication and drive means she is constantly finding ways to contribute to a brand and their business. She is a true team player in every sense. And her presentation skills are first-class. It is impossible in this limited space to talk about all her incredible strengths but put them to test and you'll be glad that you did. What's more, she's a quality person through and through.”
Stacey Kogler, SVP Account Director, Doner Advertising
“My experience working with Sheryl has been very positive as we've worked in customer segmentation and direct initiatives. She's highly motivated, provides leadership, great customer service and demonstrates a consistently strong work ethic.”
Pam Csatari, SVP Account Director, Doner Advertising
“Sheryl has a wealth of insight and knowledge with the Direct category. She made a wonderful asset to our team and was someone I could trust to have answers, insights and the foresight to make adjustments as needed. Smart, productive and was a pleasure to work with”
Wendy VanderWeele, VP Account Director, Doner Advertising
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