GetHiredToday

Marketing Consultant

Posted on: 2011-08-16

  STRATEGIC MARKETING MANAGEMENT

 

Results oriented entrepreneurial MBA with demonstrated record driving brand and shareholder value through leadership of proactive teams developing multi-channel consumer marketing campaigns to meet company goals and objectives.

  • e-Commerce management of transactional and membership products/services
  • Direct Response/ Database Marketing
  • Web 2.0 Marketing
  • Business Unit P&L Management
  • Advertising Campaign Development and Media Management
  • Online and Offline Marketing Channel Management
  • Brand Management
  • Campaign Planning and Execution/Assessment
  • Customer Relationship Management/ Member Retention/Loyalty Marketing
  • Marketing Plan Development and Forecasting
  
 

 
EXPERIENCE

CONSULTANT                                                                                             2003 - Present

Strategic Marketing Consultant in market analysis, media management, direct response marketing management, Web 2.0 planning and implementation, and advertising.  Clients include al Punto, American Automobile Association, LowerMyBills, Fair Isaac and TransUnion.

Taproot Foundation  

Working with nonprofits as Account Director, manage marketing teams to develop marketing programs, annual reports, and key messaging and branding strategies.

American Automobile Association

Working with 6 largest AAA clubs, enhanced direct response marketing efforts through testing and analysis.

  • Introduced new control direct mail packages beating out long-standing control by 10% in four markets.
  • Lowered cost per piece for direct mail packages by 25-28% by vendor management and direct mail package editing.
  • Introduced multiple new vendors for program enhancement in the area of list management, service bureau, creative development, lettershop, and printing.  In list broker area, reduced program cost by 30% through vendor management.
  • Introduced print production enhanced process that included triple bidding of all direct mail projects that resulted in cost savings of 30-40%.

LowerMyBills

Working with financial services company, launched new direct response channel and managed online and offline marketing projects.

  • Introduced DRTV channel with new DRTV commercial, increasing leads for mortgage products.
  • Online media management leading to 10% increase year-over-year for online channel.
  • New online partner development leading to 15% increase in sales in partner area.

 

EXPERIAN CONSUMER DIRECT                                                                    2000-2003

Senior Vice President, Marketing

Led $25+M annual broadcast and online marketing program to generate revenue through sales of FreeCreditReport.com membership and transactional products.

  • P&L accountability for 40% of annual membership product sales through broadcast and online marketing programs.
  • Launched DMA-award winning “Stickman” commercials to revitalize DRTV sales efforts leading to improved response of 55%.
  • Introduced new media buying method [Direct Response] for Broadcast efforts resulting in 50% more spots in radio and TV, reducing spot costs by 40+%.
  • Improved online marketing efforts by segmentation of sites by stick rates, leading to 22% decrease in costs.
  • Directed internal testing efforts to improve landing page conversion by 8% and increase annual revenue by $1.9M
  • Spearheaded product development and management leading to two innovative online products that contributed 10% of total revenue during the launch year
  • Lead market research efforts to profile members and prospects, and integrated findings back into media buying process for more efficient and targeted buying.
  • Managed PR, design, content, and email marketing programs.

 

PACIFICARE, Santa Ana, CA                                                                              1992-2000

Senior Consultant, Marketing & Field Market Planning, (Cypress, CA)            1998-2000

Directed $20M annual marketing mix including direct mail, DRTV, newspaper, Brand Media, website, radio, field market planning, vendor management, and fulfillment.

  • Championed the design and launch of a Direct Response Marketing Program that increased sales by $2M in the first year.
  • Increased lead production by 200% in two years through: development of new distribution channel [outbound telemarketing]; and identification of three new market segments

Marketing Manager, Direct Response                                                                 1997-1998

Directed staff of 15 in the development of lead generation programs to support inside and field sales.  Managed various advertising agencies for direct response and branding program development.

  • Improved direct mail response rates to 1.5% from .03% and decreased cost per direct mail piece to $.35 from $.75 through implementation of lead management program utilizing monthly direct mail schedule, and improved creative.

Senior Plan Marketing Support Services Director, (Fountain Valley)                 1995-1997

Established company-wide priorities for advertising, product development, market research, and sales strategy and policy.

  • Decreased call abandonment rate by 2% in 100+ Telemarketing Call Center Inside Sales Unit through application of enhanced technologies and training.

Senior Plan Corporate Marketing Director                                                        1992-1995

Product development, management, and implementation of all FHP Healthcare products for age 65+ population, including HMO and indemnity products. 

  • Increased target market by 25% [400,000 consumers] through development of Enroll By Mail distribution channel.
  • Spearheaded company-wide grass roots research with members through implementation of quarterly field focus groups in major markets.

 

HNTB, Kansas, City, MO                                                                                     1987-1992

Market Project Coordinator, Boston, MA and Chicago, IL                                               

Developed business to business proposals and all marketing communication materials.

  • Implemented office market strategy resulting in 13 new clients and increase of annual fees from $3M to $5M.   Identified two new markets as part of targeting of growth opportunities in market place.

 

EDUCATION

MBA, Marketing, University of Chicago, Chicago, IL

MA, History, Northeastern University, Boston, MA

BA, History, Wells College, Aurora, NY

  PROFESSIONAL AFFILIATIONS/VOLUNTEER EFFORTS

Taproot Foundation; MENG; Direct Marketing Association; National Charity League; WomanSage