STRATEGIC AND TACTICAL MARKETING EXECUTIVE:
Acquisition and Direct/Database Marketing ● P&L Responsibility ● Product Management
Accomplished Marketing and Product Management leader: Broad experience in all facets of marketing and product management. Unique ability to convey vision to teams as well as to manage marketing and product management strategies and tactics. Consistently launched successful products that achieved revenue, cash flow, and acquisition targets. Significant experience in market segmentation, direct marketing, radio-TV media buying, agency management, product launches, sales management and bundling:
• #1 Digital Voice launch at two systems
• 39% higher Digital Voice penetration than company average
• 23% year-over-year reduction in cost per Revenue Generating Unit connect
EXPERIENCE AND ACHIEVEMENTS
MAJOR CABLE MULTIPLE SYSTEM OPERATOR
Florida (2004 – present)
DIRECTOR, SALES AND MARKETING
Department head and customer acquisition, product management, and analysis function leader for 215,000-customer system. Led team of 6 professionals and carried P&L responsibility for revenue ($195 million), cash flow and expense line items for video, internet, and voice products ($6.2 million). Customer acquisition team drove low-cost leads to various sales channels: inbound call center; direct sales; retail; online; and outbound telemarketing. Product management team launched new channels and product enhancements. Analysis team tracked and measured cost per lead, response by sales channel, cost per sale, click-throughs, and retention.
• Led cross-functional team to launch Digital Voice, Triple Play, and On Demand (VOD) in January, 2006. Digital Voice launch achieved top penetration among all Southern Division markets after 11 months of service.
• Transformed marketing department into a direct response organization focused on solid direct and database marketing principles: offer/creative testing matrices, segmenting, media mix optimization, metrics analysis (e.g. cost per lead, cost per sale, lifetime value). Optimized direct marketing strategies to realize 23% reduction in cost per revenue-generating connect (RGU).
• Grew revenue 10.5% in ’06 in a telco overbuild market (with no rate adjustment) and achieved 206% of High-Speed Internet net adds versus budget
• Established direct sales department in aftermath of Hurricane Charley destruction in September, 2004. Recovered approximately 50% of basic customers lost due to Hurricane Charley, despite thousands of still-uninhabitable homes, and grew overall basic customers 3.5% over two years
• Spoke on company’s behalf at all-employee meetings, newspaper/radio interviews, and other public speaking engagements. Represented company on the Corporate Board of Big Brothers Big Sisters of the Sun Coast, Inc.
MAJOR CABLE MULTIPLE SYSTEM OPERATOR
Arizona (2002 – 2004)
DIRECTOR, MARKETING
P&L responsibility for revenue, cash flow, and expense line items for 145,000-customer cable system with approximately $100 million in revenue and a $2.2 million marketing budget. Responsible for residential video, internet, and voice product growth targets.
• Grew 2003 year-over-year service revenues by 18% (without a rate increase) and operating cash flow 16%. Finished 2003 147% ahead of RGU budget and 4% higher than “stretch” goal.
• Increased direct mail volume with tested offers; resulted in 10% increase in core video and digital connects, and 97% increase in High Speed Internet connects
• Used 60 second broadcast Direct Response TV spots with unique phone numbers (DNIS numbers) that accurately measured each station’s cost per lead
• Doubled High Speed Internet customer base in ‘03, on top of 120% growth in 2002
• Achieved 200% of Incentive Compensation bonus in 2003. In one year, turned around the operation from one of the company's worst-performing systems to a revenue and OCF leadership position.
• Executed marketing plan for circuit-switched telephony launch; drove penetration levels more than three times higher than corporate average after first seven months of service
• Negotiated sponsorship contracts with University of Arizona encompassing in-game advertising, online e-newsletters, and production of weekly coaches’ shows.
• Represented company as a member of the Board of Directors for Big Brothers/Big Sisters, Tucson
ABACUS, A DIVISION OF DOUBLECLICK INC.
Broomfield, CO (2000 – 2002)
ACCOUNT EXECUTIVE, MERCHANDISE SERVICES
Responsible for growing revenue and product penetration for assigned catalog industry account list. Consulted with senior-level catalog clients on direct mail and database strategies and tactics to acquire and retain customers. Managed data modeling efforts, ensured service bureau collaboration, and employed analysis techniques to assist clients in evaluating the success of their campaigns. Extensive experience with circulation, merge-purge, and data hygiene.
• Grew book of accounts by 19% in Q2 2001
• Won department-wide sales contest in Q2 2001
• Qualified for company’s “Chairman’s Club” in first year in position
DIRECT PARTNERS
Santa Monica, CA (1999 – 2000)
DATABASE MARKETING MANAGER
Managed direct marketing campaigns and database analytics for agency’s packaged goods, dot com, and ISP clients. Led a team of one manager, two analysts, and one project coordinator.
• Key agency database contact for large national ISP. Mailed 50 million pieces of mail in 1999 – 2000 for this client.
• Responsible for list procurement, service bureau management, back-end analysis using SQL, and client recommendation to senior VP-level management.
MARCUS CABLE
Burbank, CA (1998-1999)
REGIONAL SALES AND MARKETING MANAGER
Department head; responsible for all consumer marketing activities, including pricing, packaging, and promotion. P&L responsibility: $50 million in yearly revenues and a $1.4 million marketing budget. Led and developed a direct report staff of two managers, two support team members, 11 Direct Salespeople, and one Commercial Accounts Representative. Elected to CTAM of Southern California Board of Directors in 1998.
• Exceeded 1998 cash flow target; increased Direct Sales department performance by 58% and increased Commercial Account revenue 45%
• Launched 24-hour Armenian-language channel to meet the ethnic diversity of the community. Used third-party mailing lists to achieve Armenian Channel upgrade mail response rates as high as 4%
TCI COMMUNICATIONS, INC. Englewood, CO (1991 – 1997)
DATABASE MARKETING MANAGER (Corporate Office, Englewood, CO); 1996 – 1997
Guided all database marketing activities for TCI’s 23-million name customer and non-customer database. Influenced entire organization to maximize marketing effectiveness through targeted marketing by contributing to and developing strategies to utilize, execute, and track $60 million marketing budget. Tracked and analyzed campaigns and presented results and recommendation to senior and executive management.
• Developed database marketing programs which were utilized throughout the company to increase sales across all brands, including test and control matrices, database mining, modeling, clustering, RFM, and performance metrics
• Increased campaign response rates from an average of 2% to 4.5% by identifying the most appropriate prospect segments and marketing tactics, and by mining internal and external data.
• Developed sophisticated Excel analytical tool designed to allow systems to model campaign factors such as response rate, cost per sale, payback, and revenue/cash flow impact; enabled accurate and rapid return of comprehensive budgets back to corporate
RETENTION SUPERVISOR (San Jose, CA) 1991 – 1995
Proposed, established, and supervised two retention departments: nine-person Telephone Retention Department which called new, former, and delinquent customers; 15-person Field Retention Department which collected payments from delinquent customers.
• Awarded position in Leadership West in 1994, a six-month management training program that selected the top 20 potential leaders within the West Division.
EDUCATION
MBA - Saint Mary’s College of California (1995)
BS, Radio-TV - San Diego State University (1989) |
