DIRECT RESPONSE AND MARKETING RESEARCH PROFESSIONAL
WITH GREEN BELT CERTIFICATION IN CONTINUOUS IMPROVEMENT
Results-oriented professional with diverse B-to-C and B-to-B experience working for Fortune 100 as well as smaller clients and employers in multiple industries. Collaborate with all levels, functions and partners in dynamic environments to achieve or exceed objectives on time and within budget. Proven track record of leveraging knowledge to drive continuous improvement, optimize programs, enhance relationships and maximize results, profits and ROI. MBA with Direct Marketing emphasis.
Core competencies include:
Acquisition and Cross-Sell Marketing
Strategic and Communication Planning
Financial Analysis and Budgeting
Marketing Segmentation and Targeting
DM Campaign, Channel, Contact and Test Strategy
Client, Customer and Partner Relationship Management
Cross-Functional Team Leadership
Personnel, Product, Project and Program Management
REPRESENTATIVE ACCOMPLISHMENTS
Developed and launched a successful “free gift with checking” acquisition and cross-sell integrated marketing program. Doubled accounts expected for “Business as Usual”.
Led three cross-functional Continuous Improvement (CI) teams in award-winning programs and earned a Green Belt based on Six Sigma principles. Reduced agent attrition by 20%+, increased profit by 40%+ and enhanced key relationships. Facilitated sale of significantly more services.
Designed, sold and managed $750K + in Marketing Research/Knowledge Management programs.
Partnered with an operations team to implement a response model for a wireless client. Use of the model and an optimized calling plan led to a 35% lift in sales and a 600%+ profit increase.
Managed 34 cross-sell marketing campaigns to 10+ million bank customers for 10 partners and 14 insurance products. Generated $19+ million in premiums, $4.5 million in fees, over 700K new policyholders and improved Net Income before Taxes (NIBT) by over 40%.
Developed and managed an award-winning lead generation campaign that resulted in a 17% increase in front-end response, a 21% increase in conversions and a 29% reduction in Cost per Sale.
PROFESSIONAL EXPERIENCE
AMTRUST BANK, Cleveland, OH
2006 to 2008
Direct/Database Marketing Channel Manager
Managed multiple channels including direct mail, telemarketing, statement inserts and ATM messaging to ensure integration and optimize marketing efforts. Consulted with internal clients to develop and implement projects that addressed identified objectives. Directed efforts of Business Intelligence (BI) team, agencies and vendors to develop creative, acquire lists, evaluate and continuously improve results, reduce costs, maximize ROI and enhance relationships.
Major Contributions
Partnered with Business Intelligence team to build models and develop targeted lists for multiple acquisition and cross-selling campaigns that resulted in several hundred million dollars in deposits.
Profiled customers and market areas to enable fact-based decision making for future new branch direct marketing efforts as well as for Investment and Insurance marketing.
Collaborated with a multi-disciplinary team to re-engineer process of capturing information more effectively and less labor-intensively for 1099s for customers who receive premiums and cash gifts.
CONVERGYS CORPORATION, Cincinnati, OH
2000 to 2005
Program Director, Marketing Research/Knowledge Management Services (KMS)
Organized and directed teams to develop, sell and implement programs that leveraged the use of data, primary and secondary research and sophisticated analyses to produce incremental revenue, cost savings and foster improved relationships. Analyzed client base to identify appropriate target clients and programs for Program Performance Optimization (PPO) services and other suites of Marketing Research/KMS services.
Major Contributions:
Directed a Program Performance Optimization (PPO) team in analyzing relationships between key metrics for a pay for performance program for a key technology B-to-C client. Changes made based on the analysis led to a 35% improvement in annualized revenues and made the program profitable.
Conducted gap analysis, re-engineered and sold a key B-to-B “Voice of the Client” satisfaction and loyalty program to enable more timely, unbiased and cost-effective measurement and allow management teams to focus on client as well as systemic issues. Reduced research costs by 30%.
Sold and managed two Win/Loss programs to understand reasons for wins and losses and enable division management to make improvements in the B-to-B sales process for complex solutions.
WELLS FARGO INSURANCE SERVICES, San Francisco, CA
1996 to 1999
AVP/Marketing & Business Development Manager
Directed strategic planning, business development, direct response marketing, partner relationships, research and analysis and modeling. Managed five team members with multiple areas of responsibility including product management, operations, results analysis and compliance. Established a rigorous process for the selection of new partners and products. Negotiated deals and contracts that maximized the value provided to customers as well as fee-based income for the bank.
COOPERS & LYBRAND L.L.P., COOPERS & LYBRAND CONSULTING,
San Francisco, CA
1996
Senior Consultant, Database Marketing
Supported business development efforts, developed marketing collateral materials and completed consulting projects for Kaiser Permanente. Projects included analysis of results to determine marketing channel costs and effectiveness, a business to business data vendor analysis and a telemarketing vendor analysis.
SPRINT INTEGRATED MARKETING SERVICES, Overland Park, KS
1992 to 1995
Senior Project Manager, Database Modeling
Launched customized database modeling and profiling services that were sold to business-to-business and business-to-consumer clients in multiple industries including financial services, catalog, manufacturing, non-profit, publishing and telecommunications. Supported development of several proprietary products for B-to-B marketers: MarketScope, Business Target and Business to Business Target Clusters.
HOGAN & ASSOCIATES DIRECT RESPONSE AGENCY, Shawnee Mission, KS 1990 to 1992
Direct Response Account Executive
Developed and managed multiple direct response marketing programs and annual communication plans for several B-to-C and B-to-B clients. Managed agency’s largest client, a continuity publisher, and significantly improved results and customer lifetime value. Negotiated media rates that resulted in a 30% savings and increased the size of customer database by 220% for this client.
EDUCATION AND PROFESSIONAL DEVELOPMENT
MBA, emphasis in Direct Marketing
The University of Missouri, Kansas City, MO
BSBA, major in Marketing and minor in management
Creighton University, Omaha, NE
Professional development has included courses and seminars in several areas including: “Search Engine Optimization”, “Managing to Metrics for Financial Success”, Customer Satisfaction and Loyalty, Continuous Improvement, leadership, diversity, personnel management and in leveraging database modeling effectively. |
