Mary Beth Merrin, Ph.D
Washington, DC 20016
202-364-4966
mbmerrin@dmrdc.com www.dmrdc.com www.linkedin.com/in/mbmdmr
Marketing Research Communications Branding
Senior Marketing Research Executive with a talent for building award-winning brands, driving revenues, growing profits and membership. Excels at moving US and global leaders in diverse industries in the corporate and association sectors to a number one position across various competitive performance metrics, including: revenues, market share, awareness, and website closure rates.
.CAREER ACCOMPLISHMENTS
Drove e-commerce brand marketing initiatives raising Choice Hotels to the #1 position in website conversion rates. Successfully integrated the brand value propositions, identity and personalities with product development, refinement and the consumer experience.
Monetized and developed revenue forecasts on the impact of brand enhancement for Choice hotels.
Defined a brand-specific roadmap and value proposition of brand marketing and integrated operational strategy and tactics for increasing consumer satisfaction, brand value and incremental ROI for over 5000 hotels across 10 Choice Hotel brands.
Created new brand positioning for DirecTV (NE) moving the company to #1 position in market share.
Re-branded and re-vitalized the multi-national NAFTZ brand (National Association of Foreign Trade Zones )as a thought and partnership leader leading to member revenue increases of 50% and event revenue increases of 37%.
Re-branded multi-national association - European American Business Council as a thought and government affairs leadership group with results generating a 17% increase in membership revenues and a 35% increase in member satisfaction.
Developed strategy and tactics for the globalization of the Marriott brand.
Identified key operational factors for increasing customer satisfaction and selection for the Marriott brand leading to system-wide revenue increases of over 8% (comparable units) within one year.
PROFESSIONAL EXPERIENCE
Decision Making Research (DMR): Founder and President 1995 2006, 2009 to present
Founded and developed DMR as a full-service provider of marketing strategy, research and brand building.
DirecTV: Developed new brand positioning. Results led to an increase of 20% in the sales force closure and placed the company as #1 in market share (NE region).
Compucare /Quadramed: Developed new and unified brand positioning across diverse market sectors: Hospital administrators, nurses and care givers and IT staff. Implementation doubled awareness levels and substantially increased ROI and profitability.
Philips Electronics, Government Affairs Office:
Advanced its value proposition, role and contribution to operating units. Findings uncovered opportunities for business unit to leverage its business leadership and provide a competitive advantage.
National Association of Foreign Trade Zones: Developed and defined NAFTZ as a re-vitalized brand. Results led to increases in three years of: membership revenue by 50%, and event revenues by 37%.
The Grad School, USDA: Developed new positioning and communications strategy. Results led to realignment of the school's strategic direction, target markets efforts and program offerings.
European American Business Council (EABC): Re-branded a major multinational trade association. Results generated 17% increase in membership revenues and a 35% increase in member satisfaction.
AARP: Developed revised business unit operational processes and procedures. Implementation led to increased value and responsiveness of services provided to internal clients.
AARP: Assessed the values, needs and behaviors of new 50+ population. Results revealed surprises contrary to popular assumptions and laid the framework for necessary changes in social concerns, social structures and public policies for the 115 million 50+ population in 2020.
Arlington Business and Convention Bureau: Identified marketing messages to expand revenues for local municipality and its workforce. Results activated and unified 25 cross-sector (retail, hospitality, entertainment, etc) marketing initiatives.
Online Investments: Identified key modifications to the online investment offering and marketing distribution channels through media and corporate enterprise partnerships. Results yielded cost savings and revenue return exceeding even the most optimistic projections.
John Hancock: Identified sales force opportunities in brokerage operation. Results led to revenue increases of over $5 million in two months.
Choice Hotels International (10 Hotel Brands) 2006 to 2008
Group Head-Marketing: Consumer Information Systems and Marketing Research
Led all consumer, franchisee strategy and research efforts, including insights and strategies for brand strategy and positioning, advertising/PR, e-commerce, sales development, training, human resources and franchise services functions.
Drove Incremental Revenue, Optimized Resource Allocation, Developed Differentiated and Umbrella Brand Strategy, Increased Awareness and Forecast Revenue Impact (ROI)
o Spearheaded e-Commerce efforts to increase revenues and profit margins by identifying and prioritizing the brand based web initiatives that drove Choice to #1 in website conversion rates.
o Defined a brand-specific roadmap of strategy and tactics for increasing both consumer and franchisee satisfaction across 10 hotel brands. Results pinpointed levers for increasing brand value and incremental ROI for over 5000 hotels and 3000 franchise owners.
o Monetized the impact of operational initiatives for flagship brand, Comfort Inn. Efforts used to prioritize and forecast revenue impact valued at over $27 million at the system level.
Initiated New Consumer Satisfaction System for Real-Time and Immediate Decision Making for Brand Specific and Cross-Brand Initiatives
o Integrated system into key functional decision areas for goal setting, brand initiatives, and portfolio management. Results in the midst of a severe recession have bolstered Choice revenues by $13.5 million at the system level.
Marriott Hotels International 1984-1995
Vice President, Marketing Research, Marriott Hotels Worldwide
Identified key solutions and strategies for all hotel operating divisions: marketing, customer satisfaction, human resources, operations, F&B, new product development and globalization of the Marriott brand.
Developed strategy for the globalization of the Marriott Brand. Results formed the basis for the global brand strategy of Marriott Hotels including roadmaps for umbrella and country-specific brand values.
Identified key operational factors with greatest impact on customer satisfaction for Marriott Hotels.
Results led to a 5 percent increase in customer satisfaction and a revenue increase of 8.4 percent.
Identified critical and common components of Marriott global brand equity. Results formed the basis for operating and HR plan priorities supporting globalization of the Marriott Brand.
Developed an employee-driven set of strategies for HR Programs. Results led to a 12 percent gain in employee satisfaction with corresponding reductions in turnover and improved cost savings
Identified strategic principles guiding re-structuring of Marriotts Frequent Guest program. Impact led to annual cost savings of $20 million, while maintaining the same high levels of member satisfaction.
Developed the Customer Satisfaction Measurement System for Marriott Hotels. Results structured revisions to performance-based compensation structure for top executives and managers.
EDUCATION
Ph.D., Political Science, The George Washington University, Washington, DC,
Major: Public Opinion and Research Methods - Minor: Cross-Cultural Comparative Methods
BA, Political Science, The Catholic University of America, Washington, Phi Beta Kappa, Magna Cum Laude
AWARDS
2004 Ethics Award, HR Leadership Washington, DC
Service Business of the Year Award: co-sponsored by The Washington Post, The Washington Business Journal, and the Fairfax County Chamber of Commerce, 1999 |
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