Marketing Consultant Resume
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Resume:
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.
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CONSULTANT - Present
Strategic Marketing Consultant in market analysis, media management, direct response marketing management, Web . 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 largest AAA clubs, enhanced direct response marketing efforts through testing and analysis.
- Introduced new control direct mail packages beating out long-standing control by % in four markets.
- Lowered cost per piece for direct mail packages by -% 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 % through vendor management.
- Introduced print production enhanced process that included triple bidding of all direct mail projects that resulted in cost savings of -%.
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 % increase year-over-year for online channel.
- New online partner development leading to % increase in sales in partner area.
EXPERIAN CONSUMER DIRECT -
Senior Vice President, Marketing
Led $+M annual broadcast and online marketing program to generate revenue through sales of FreeCreditReport.com membership and transactional products.
- P&L accountability for % 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 %.
- Introduced new media buying method [Direct Response] for Broadcast efforts resulting in % more spots in radio and TV, reducing spot costs by +%.
- Improved online marketing efforts by segmentation of sites by stick rates, leading to % decrease in costs.
- Directed internal testing efforts to improve landing page conversion by % and increase annual revenue by $.M
- Spearheaded product development and management leading to two innovative online products that contributed % 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
Senior Consultant, Marketing & Field Market Planning, (Cypress, CA)
Directed $M 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 $M in the first year.
- Increased lead production by % in two years through: development of new distribution channel [outbound telemarketing]; and identification of three new market segments
Marketing Manager, Direct Response
Directed staff of 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 .% from .% and decreased cost per direct mail piece to $. from $. through implementation of lead management program utilizing monthly direct mail schedule, and improved creative.
Senior Plan Marketing Support Services Director, (Fountain Valley)
Established company-wide priorities for advertising, product development, market research, and sales strategy and policy.
- Decreased call abandonment rate by % in + Telemarketing Call Center Inside Sales Unit through application of enhanced technologies and training.
Senior Plan Corporate Marketing Director
Product development, management, and implementation of all FHP Healthcare products for age + population, including HMO and indemnity products.
- Increased target market by % [, 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
Market Project Coordinator, Boston, MA and Chicago, IL
Developed business to business proposals and all marketing communication materials.
- Implemented office market strategy resulting in new clients and increase of annual fees from $M to $M. Identified two new markets as part of targeting of growth opportunities in market place.
MBA, Marketing, University of Chicago, Chicago, IL
MA, History, Northeastern University, Boston, MA
BA, History, Wells College, Aurora, NY
Taproot Foundation; MENG; Direct Marketing Association; National Charity League; WomanSage
