Sr. Mgr, Ad Research & Planning

Posted on: 2006-01-19

MARTHA LARSON 4590 Osage Drive, Boulder CO 80303 303.956.7169, [email protected] SUMMARY Marketing and communications executive with extensive experience in research, strategy and integrated marketing campaigns. Skilled in identifying essential marketing issues/opportunities and crafting effective strategies to address them. Industry experience includes financial services, consumer products, telecommunications, travel and health care. ADVERTISING, BRANDING AND IMC EXPERIENCE QWEST CORPORATION, Denver, CO 2004-2005 Senior Manager, Ad Research and Planning Responsible for ad research and communication strategy including campaign concept development, copy testing and finished ad research for consumer and business advertising. • Introduced communication strategy approach adopted by the Ad Department to communicate quarterly objectives and strategy to internal stakeholders and agencies. • Worked with Qwest marketing, advertising and agency teams to create Q1 TV, print and radio advertising that lifted brand commitment by 27%. BULLSEYE MARKETING, Boulder, CO 2002-2004 Principal, Brand/Communications Consultancy Designed, fielded and analyzed qualitative research and developed communication strategy for a variety of clients. For example: • Recommended revised brand/communications strategy for organic products company to regain credibility with core organic consumers who were alienated by the company’s efforts to go public. • Developed positioning & media plan for heavy glass shower door company including innovative “ambassador” and POS promotions. • Conducted a global corporate communications audit for international storage products company. UNIVERSITY OF COLORADO, Boulder, CO 1999-2002 Full-Time Instructor, Advertising, Branding, IMC Taught undergraduate classes in ad research and campaigns as well as graduate courses in strategic branding and database marketing. • Classes delivered work for real corporate clients that included Visa, Nestle, Qwest, Sun Microsystems, e-Bags, Horizon Organic and White Wave. OGILVYONE, Chicago, IL 1998-1999 Management Supervisor, (Acting) Developed proposals for new business and managed existing client relationships, as well as internal account, creative and media team efforts. • Designed and developed database marketing vision and FY ’99 acquisition strategy for one of nation’s first online discount brokers ($100M plan including traditional, direct and interactive media). • Developed brand positioning and launch marketing plan for three home health care product lines. LEO BURNETT COMPANY, Chicago, IL 1995 – 1998 Manager, Database Marketing Managed clients and direct/database marketing programs activity; integrated with ad account teams. • Developed three year direct marketing plan for cruise line company launch and implemented first year (achieved response rate goals despite launch of multiple new ships/routes in launch year). • Planned and executed innovative Tempo award winning direct mail/event marketing program for national airline (generated 33% response, and revenue equaling 12 times initial investment). • Supervised direct program planning, execution and analysis for five premium cigarette brands and quarterly customer loyalty program for national breakfast products manufacturer. Martha Larson Page 2 NOT-FOR-PROFIT MARKETING AND MANAGEMENT ENVIRONMENTAL LAW & POLICY CENTER, Chicago, IL 1994 Marketing Associate Responsible for public research and awareness campaign supporting ELPC’s work on energy efficiency.milli • Worked with Pew Charitable Trust to issue RFP, select research vendor, and design research. • Arranged pro bono agency support for developing and placing advertising. NORTHLIGHT THEATRE, Evanston, IL 1992-1994 Director of Marketing and Finance Responsible for earned revenue programs and financial management for one of Chicago’s largest not-for-profit theatres. Managed operating budget of $1.3M, telemarketing, media relations, and group sales. • Planned and implemented three annual subscription campaigns which consistently yielded top response rates (relative to other Chicago performing arts organizations). • Created promotions to draw younger audiences copied by other arts organizations. LEAGUE OF CHICAGO THEATRES, Chicago, IL 1991 - 1992 Assistant Marketing Manager Managed cooperative print and radio advertising programs on behalf of 100+ commercial & NFP theatres. • Negotiated annual terms and placed weekly media buys with multiple print and radio vehicles. • Promoted Hot Tix (half price day of performance tickets) via advertising, direct mail and POS. CONSULTING AND STRATEGY ANDERSEN CONSULTING, Chicago, IL Manager, Strategic Services 1988-1990 Managed project teams ranging from 2-10 people and budgets ranging from $100K to $2.5M. • Managed corporate marketing segmentation study for a $34B bank. • Directed analysis of productivity factor results from industry survey of US banks. • Developed information services industry forecast/plan for a high-tech city of the future for the governments of Japan and Australia. Manager, Strategic Planning 1987 Worked for Global Director of Strategy to develop the first (three year) strategic plan for global Andersen Consulting business. • Evaluated market trends, competition, and developed positioning for Andersen service lines with industry/service line leadership and the Monitor Company. Consultant, Management Information 1981-1986 Designed/developed computer systems for clients in a wide variety of industries and functions, for example: • Provided customer profitability system for a Chicago bank, which included first bank-wide customer relationship view/management and customer information/accounting for Chicago insurance corp. EDUCATION MBA, Northwestern University, J.L. Kellogg Graduate School of Management, Evanston, IL Majors: Marketing and Finance; Dean’s List (multiple terms) BA, History, Cornell University, College of Liberal Arts & Sciences, Ithaca, NY Graduated with Distinction (top 10% of class); Dean’s List (multiple terms); Cornell National Scholar AFFILIATIONS American Marketing Association (2003 Research Panel presenter) VP and Marketing Chair of Volunteer Connection Board (2003-2004)