Marketing/GM Executive with strong Strategic Management, Cross-Functional and Direct Marketing background. Highly analytic. Rigorous focus on objectives to ensure business results. Ability to draw on diverse experience to address organizational challenges and growth. Innovative and collaborative.
Areas of Expertise: Buysiness Development, Membership/Loyalty, Advertising, Database, Market Research. Extensive P&L and Financial Analysis Experience.
PROFESSIONAL EXPERIENCE
2002 - 2008
Membership Trade Association that advances leadership in the beauty industry.
Chief Operating Officer 2006 - 2008
Chief Business Officer, Marketing and Finance 2002 - 2006
Organization leadership for budgeting, financial management and analysis, marketing, strategic planning, growth and development, database and e-commerce, and membership,. Worked closely with prestigious board of Presidents and CEOs from cosmetic, CPG, and retail industries in successful implementation of growth initiatives.
• Led board in development and execution of three-year Strategic Plan. Result: Increased revenues over 50% 2004 to 2007 and established CEW as most influential organization in cosmetic industry.
• Designed and implemented online and event programming, restructured dues and drove corporate outreach which tripled membership and quadrupled dues revenue between 2003 and 2006.
• Led redesign of website architecture and content and migration of database to hosted environment. Move will reduce annual web expense 50% to 75% and will increase functionality including all-new Customer Relationship Management and segmented e-commerce marketing.
• Overhauled financial reporting and introduced investment policy to Finance Committee which provided framework for six-fold growth in investments.
• Pioneered Beauty Award partnerships with four national retailers which generated online sales for Beauty Award winners and retailers and resulted in 100% increase in event participation.
• Developed online career center and job bank that created first new revenue source in ten years.
• Defined fundraising strategy and recommended tactical approach that has formed the backbone of CEW’s sponsorship retention program. Repeat sponsorship grew from under 50% to over 66%.
1999 - 2001
Direct marketed consumer services sold business-to-business
Vice President, Lifestyle Products
Responsible for acquisition, retention, product development, and P&L of $20 million membership services Managed staff of 11.
• Overhauled CompleteHome increasing consumer value proposition and re-introduced product to business development group. Result was to reverse six-year decline in membership with 33% increase in new members ’00 to ’01 without cannibalizing existing services.
• Broadened CompleteHome appeal to women by sourcing decorating benefits. Tactic generated 20,000 new members in first two months.
• Redesigned “Just For Me” product reducing costs over 50% while enhancing membership value. Led cross-functional team to fast-track marketing campaign and re-launch.
• Designed and executed multi-cell test for HealthSaver capitalizing on successful CompleteHome creative resulting in first profitable direct mail campaign in two years and renewed interest in a product that had ceased marketing.
• Negotiated licensing agreement with Times Mirror Magazines (Time4Media) which provided over $2MM value in advertising, editorial and marketing support a year.
FREELANCE MARKETING CONSULTANT 1987 - 1999
Retained by agencies and consumer product marketers. Long-term projects included:
Norelco Consumer Products Company (Stamford, CT). Direct Marketing Specialist
Three-month assignment extended to year. Applied direct marketing techniques to increase retail and add-on sales. Wrote 1998 and 1999 Direct Marketing Plans.
• Managed 34-cell direct mail test to razor owners with up to 12%+ response.
• Increased retail electric razor business with DRTV overlay.
The Senior Network (Stamford, CT). Account Director
Authored multi-media segmentation plan for Avis’s senior leisure loyalty program.
Ryan Direct (Westport, CT). Account Director
Direct marketing arm of promotion agency
Retained for a year to provide DM support at promotion agency.
Clarion (Greenwich, CT.) Account Supervisor
Promotion and Advertising Agency
Directed strategic development and execution of direct mail acquisition and loyalty programs for American Tobacco and management of its 15-million name database.
FPS Marketing (Fairfield, CT). Consultant
Marketing and Production Consultancy
Helped win Duracell customer loyalty program. Retained to develop partnerships.
Marquardt and Roche (Stamford, CT.) Manager, Direct Marketing,
Business-to-Business Agency
Directed all SNET residential and BTB direct efforts.
DIRECT MARKETING ADVERTISING AGENCIES 1982 - 1987
Account Management responsibilities at Wunderman and Marketing Corporation of America’s AdDirect unit(MCA in Westport, CT.)
• Assigned key consumer packaged goods accounts (P&G and J&J), loyalty programs (PanAm and Waldenbooks), AT&T, IBM and Citibank Preferred Visa and MasterCard.
• At Wunderman, recognized for strategic grasp of business, high energy, and commitment. Supervised up to five accounts at one time. Promoted within seven months of hire.
• Acquired catalog, direct mail, product development, financial, tech, and retail experience.
• Recruited to AdDirect by former Wunderman executives.
THE NESTLE COMPANY – White Plains, NY 1978 - 1981
Product Manager
FIELD ENTERPRISES/WORLD BOOK CHILDCRAFT, INC. – Chicago, Ill 1975 - 1978
Direct to consumer sales company.
Research Analyst
THE BROOKINGS INSTITUTE – Washington, DC
Prestigious political and economic “Think Tank”
Economic Research Assistant
EDUCATION
Masters of Business Administration, Northwestern University Kellogg School of Management – Evanston, Ill
Marketing Major, Attended night program ten consecutive quarters while employed full-time.
Bachelor of Arts, Williams College – Williamstown, MA
Economics Major. Graduated Cum Laude. |
