Marketing Director Resume
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SUMMARY
Direct Marketing Professional with extensive experience managing clubs, continuities and circulation with a proven track record developing successful new member acquisition and customer retention promotion strategies. Experienced in multiple markets: Consumer General Interest, Children’s, Men’s, Ethnic and B-to-B. Areas of expertise include:
* Strategic Planning and Budgeting
* Testing Strategies
* Customer Segmentation & Retention
* Campaign Analysis
* Vendor Management
* Direct Mail Project Management & List Plans
* Alternate Media
* Account Reactivation
* Staff Coaching and Mentoring
* Cross-functional Team Management
PROFESSIONAL EXPERIENCE
BOOKSPAN, New York, NY -
Partnership between Doubleday (Bertelsmann) and Book-of-the-Month Club (Time Warner)
Marketing Director
* Managed a $ million new member acquisition budget with enrollment intake of over one million annual members; planned and implemented programs across multiple media channels including direct mail, print advertising, internal inserts, external enclosures, telemarketing, and DRTV; created annual marketing budget, developed creative positioning, formats, and offers; analyzed campaigns; supervised creative and media teams; interfaced with editorial, Internet and legal departments to ensure optimal performance.
Achievements:
* Converted Quality Paperback Book Club from a “no commitment” club to a commitment paradigm resulting in the second consecutive year of financial turnaround.
* Directed Black Expressions Book Club’s dramatic enrollment growth in (membership grew over ,); intake was % ahead of budget making this one of Bookspan’s largest and most profitable clubs just five years from launch.
* Enhanced direct mail response by successfully segmenting niche markets; Insight Out’s “female” package lifted response %; Kids’ Book Planet “girl” package improved %.
* Reduced new member cost per order by % by restructuring the “counts as ” policy for both Children’s Book of the Month and Kids’ Book Planet.
* Discovered and investigated reporting anomalies in Black Expressions resulting in the reinstatement and rollout of a creative that lifted response %.
* Conceived and championed an “out of the box” creative approach that lifted response % for History Book Club.
COLUMBIA HOUSE, New York, NY
Direct Marketer of Music and Video Entertainment Products
Marketing Director
* Managed a $ million new member acquisition budget; promotion channels included direct mail, telemarketing, internal and external inserts; supervised internal support departments and external resources (freelancers, ad agencies, telemarketing agencies).
Achievements:
* Launched outbound telemarketing program resulting in % of annual enrollment intake for Video Library.
* Introduced research for selecting video products for solo promotion resulting in positive contribution from previously unprofitable campaigns.
WEKA PUBLISHING, INC., Shelton, CT
U.S. Subsidiary of a German-based Company, WEKA is a loose-leaf publisher of business computing and legal/environmental compliance titles.
Marketing Director
* Managed a $ million acquisition promotion budget; media channels included direct mail, telemarketing, space advertising, card decks, package inserts and public relations.
Achievements:
* Established the first marketing department for the American branch office; hired staff (marketing managers, analysts, promotion coordinators, data entry, and inbound telesales reps).
* Set up reporting systems, planning tools, and promotion programs that led to % plus sales growth from .
EDUCATION
George Washington University
BA, Psychology
MEMBERSHIPS
Direct Marketing Club of New York
Hudson Valley Direct Marketing Association
