** OVERVIEW **
Harvard MBA, P&L manager, direct response and multichannel marketing pro, entrepreneur, product development maven, career mentor.
Industry Experience (consumer focus): gifts & collectibles, jewelry & fashion accessories, classroom merchandise, pet-related, furnishings, sports memorabilia, publishing/circulation, clubs & continuities.
Functional Experience: direct response marketing, catalogs, e-commerce, segmentation & modeling, organizational development, product development, merchandising, sourcing, media buying, licensing, operations, info. systems.
** HIGHLIGHTS **
- Redefined business model for personalized jewelry company, yielding positive prospecting income for the first time.
- $200 million P&L management responsibility for MBI.
- Acknowledged as MBI’s best marketing specialist in group of about 50 managers and 5 senior executives.
- Doubled annual sales of MBI jewelry from $30 to $60 million in 2 yrs.
- Initiated search engine marketing campaigns for line of classroom merchandise, generating $ 1+ million revenue in first year.
- Overhauled classroom merchandise catalog planning process and performance reporting - setting the stage for major growth.
- Drove MBI’s 200%+ sales growth during my tenure.
- Launched innovative sports collectibles business and drove sales from inception to $15 million annual sales in 2 years.
- Launched and grew furnishing-related category to $10 million sales/yr.
- Developed strategy for new line of MBI corporate gift merchandise.
- Evaluated acquisition candidates for educational market.
** BUSINESS EXPERIENCE **
WELLCONNECTED – MAYWOOD, NJ (Aug. 2006 – Feb. 2008 – Company Closed)
Quasi-startup, multichannel B2C provider of jewelry and other personalized gifts.
>> Chief Marketing Officer
Responsible for direct response marketing channel strategies and implementation: online, direct mail, print/publication ads, inserts, etc.
- Led team to redefine business model, setting stage for rapid growth.
- Initiated online marketing initiatives: Improved website, SEO, SEM, email, etc.
- Developed efficient mailing pieces to launch a direct mail channel.
- Created a regional space advertising strategy that increased ROI by 50%.
REALLY GOOD STUFF – MONROE, CT (Oct. 2005 – Jul. 2006)
$30+ million provider of K-6 classroom teaching tools & supplies, sold via catalogs & the web. (www.ReallyGoodStuff.com)
>> Exec. Vice President, Marketing & Development
Responsible for marketing, product development, and new business development.
- Launched search engine marketing – generating over $200,000 in just 3 months.
- Introduced coop database lists, which will produce initial volume of $1 million/yr.
- Developed strategy for a new catalog to reach pre-Kindergarten market.
- Identified gift certificates as a potentially huge source of revenue.
- Evaluated potential acquisition candidates.
- Inspired creation of reports to more easily identify most profitable product segments.
- Led the overhaul of ROI review and production process to eliminate bottlenecks.
CONSULTANT & ENTREPRENEUR (Jan. 2005 - Present)
Specializing in direct response marketing test strategies and product development. Client businesses have included homeschooling math programs, museum-quality sculptures, nonprofit, online publishing. Some highlights:
>> PMG Collections: E-Commerce website featuring coin-related collectibles. (www.PmgCollections.com)
- Developed product concept, business model economics and startup plan.
- Evaluated and chose third-party resources: production, fulfillment, customer service.
- Selected software-as-a-service (SaaS) shopping cart platform and created website’s look/feel and structure.
- Worked closely with copywriters and graphic artists to develop site content.
- Launched SEO and SEM/PPC efforts, evaluated performance analytics.
>> Dart Marketing: An online merchandising and data analytics consulting firm for which I provided business development services, generating leads from major online retailers (e.g., Walmart, Staples, Foot Locker, Dell).
- Developed promotional material for innovative online purchase recommendation service
- Designed proprietary lead generation and contact tracking strategies.
- Conducted dozens of online teleconferences.
MBI - NORWALK, CT (1986 – Jan. 2005)
Leading direct marketer of collectibles and memorabilia with annual sales of $500 million. Major brands: Danbury Mint, Easton Press, Postal Commemorative Society. (www.DanburyMint.com)
>> Vice President, Danbury Mint (2003 – Jan. 2005)
Reporting to the CEO, served as de facto President of a $200 million business, managing multiple channels and multiple product lines.
- Achieved 50% annual sales growth in jewelry line.
- Engaged industry-leading vendors to expand and refine product lines.
- Guided dramatic growth of sports-themed Christmas ornament program, launching 70+ product variations in targeted markets within 6 months.
- Refined methods to stimulate marketing campaign profitability and ROI.
- Focused team on projects with optimum profitability potential.
- Designed and developed business plan for a fragrance line.
- Developed strategy to create new line of corporate gift merchandise.
>> Marketing Director, Postal Commemorative Society (2001-2003)
Managed advertising and sales for this $100 million stamp- and coin-related business. Created and implemented marketing segmentation strategies that led to highly successful product launches.
- Reversed sales decline in division’s second largest program within 12 months.
- Spearheaded development of creative advertising approaches that increased net response as much as 100%.
- Revived division’s largest program through exhaustive database segmentation analysis and innovative advertising formats.
- Introduced cooperative database mailing and modeling techniques that proved highly effective in driving up sales and profits.
- Initiated a critical shift to product development that minimized dependence on items in chronically short supply.
>> Group Manager, Danbury Mint (1995 – 2000)
Managed $50 million in increasingly successful product lines, including licensed sports collectibles and architectural replicas (e.g., major league stadiums).
- Designed MBI’s first website, DanburyMintSports.com, which generated almost $2 million sales the first year with modest investment.
- Pioneered affinity-based strategy for sports products, critical to the category that saw a wave of new customer interest and rapid overall growth in the early 1990’s.
- Introduced a successful new product category, collector throws.
>> Customer Services Manager (1992 – 1995)
Supervised 100+ employees in our Call Center, Order Processing and Account Maintenance, Operations and IT.
>> Product Manager (1988 – 1991)
>> Associate Product Manager (1986 – 1988)
ARTHUR ANDERSEN & CO. – NEW YORK, NY
>> Information Systems Consultant (1981 – 1984)
Developed and implemented management information system strategies.
- Prepared $2 million budget for GE electrical component distribution system. Supervised 20 programmers/analysts, refined system requirements.
- Installed production control system for Pfizer. Resolved over 30 complex design issues, conducted system training sessions, promoted follow-up business.
- Supervised development of standard cost reporting system for textile manufacturer. Implemented development methodology, maintained project control system.
** SPECIALTIES / EXPERTISE **
Marketing/ad campaigns; Product development; P&L management; Analytics; Trend forecasting & emerging markets; Catalog/website design & development; Search engine optimization (SEO); Search engine marketing (SEM); Customer relationship management (CRM); List modeling & segmentation strategies; Merchandising; Product sourcing; Operations & fulfillment; Customer service management; Information system strategies
** EDUCATION **
Harvard Business School
M.B.A. General Management, Honors, 1986
Princeton University
B.A. Economics, High Honors, 1981
** PROFESSIONAL AFFILIATIONS **
Marketing Executives Network Group
Hudson Valley Direct Marketing Association
** CIVIC/COMMUNITY **
Rotary International
Tutor / Read Aloud Programs
Career Transition Volunteer |
