CMO / VP - MARKETING & SALES, CORPORATE COMMUNICATIONS
Brand Management - Go To Market - Sales Growth
ACCOMPLISHED AND INNOVATIVE EXECUTIVE experienced in leading marketing, operations, sales, and marketing communications teams across consumer and business-to-business markets in telecommunications and business services. Exceptional short- and long-range planner adept at aligning broader business objectives across business units, inter-functional groups and strategic relationships. A customer-focused change agent with the proven ability to innovate and lead combined with strong execution skills.
* Front-line oriented leader who has built highly successful teams of more than 1,800 and held P&L planning and execution responsibility for multi-billion dollar lines of business.
* Champion of competitive and profitable "change" initiatives in support of strategic marketing planning, branding, go-to-market processes, database marketing, technology adoption, and performance management.
* Proven success in linking marketing, back-office and sales in a common focus on the customer, and in delivering tangible and measurable program results and performance improvement.
Key areas of expertise include:
* Strategy Design and Execution
* Market / Consumer Analysis
* Brand Building / Management
* New Business / Product Launch
* Mergers and Acquisitions Integration
* High-Impact Advertising
* Direct Marketing / CRM
* Channel / Product Marketing
* Large Team Leadership
* Continuous Performance Improvement
"Delivering revenue, market share, and profit growth through leadership and experience"
PROFESSIONAL EXPERIENCE
GO TO MARKET CONSULTING - Dallas, TX 2003 - Present
Founder and Consultant
Established and grew this successful $1.5MM consulting firm specializing in marketing, sales force effectiveness, and organizational change serving the telecommunications and business services sectors.
* Devised overarching brand platform for sales consultancy. Increased sales funnel 50% and revenues 30% by unifying messaging, strategies, and behaviors and identifying and targeting new market segments.
* Directed RFP response capturing a 4-year contract worth $400MM. Led team to develop innovative approach, enabling client to demonstrate a strong business fit with strategic growth issues.
* Retained by a $1B private equity firm to assess business growth opportunities. Developed concept for sales performance improvement practice.
VERIZON COMMUNICATIONS (formerly GTE) - Irving, TX 2000 - 2003
Vice President, Channel Marketing / Retail Markets (2001 - 2003)
Promoted to lead channel strategy, marketing program execution and sales force effectiveness for Verizon's Consumer and Small Business units ($19 billion in revenue; 21,000 sales channel employees). Accountable for new channel development, objective setting, sales compensation/incentive programs, training and tools, employee communications, and external channel vendor management. Led team of 146 professionals, managed a $100M budget and exceeded all revenue targets for both units in 2001 and 2002.
* Developed plan that increased consumer additional line units/day by 67% and DSL units/day by 112%.
* Created focus on winning back high-value customers and exceeded targets by 30%.
* Transitioned reactive sales force to a solutions-based approach - improved consumer revenues-per-call by 47% and business revenue-per-call by 20.4% in the first year.
* Delivered 156% of Verizon Consumer "Bundle Sales" objective by restructuring call flow, incentive, and communication plans.
* Developed trend-based cause and effect ROI metrics that more than doubled close rate, from 13% to 32%.
* Cut channel marketing expenses $15MM and improved focus by rationalizing multiple product campaigns.
Vice President, Marketing - Business Solutions Group (2000 - 2001)
Marketing leadership responsibility for the largest small business wire line franchise in U.S. (4MM customers and $5B in revenue). Performed a comprehensive strategic analysis to re-stage segmentation scheme, positioning, and marketing plan. Drove top-line revenue growth through churn management, win-back, cross/up-sell efforts, and channel marketing. Instituted standard sales compensation and incentive/recognition programs. Led 66-person team, and managed a budget of $85MM.
* Secured sponsorship of a multi-pronged strategic growth initiative targeted at reversing declining business by stemming line loss and growing data revenues. Achieved 104% total revenue, 110% strategic product revenue, and 153% win-back objectives.
* Spearheaded redesign of marketing, product management, and channel marketing support resources, which reduced headcount 25%, slashed expenses by $40MM, and significantly improved time-to-market.
* Led development and launch of the W3 cultural/communication platform across the division, successfully unifying the former GTE and Bell Atlantic marketing and sales organizations.
GTE SERVICE CORPORATION - Irving, TX 1979 - 2000
Vice President, Marketing Services (1998 - 2000)
Managed all aspects of corporate marketing function including strategic segment brand positioning strategies, competitive scenario planning, marketing communications, campaign management, collateral design, database marketing, incentive/recognition, and event marketing in support of core business units. Accountable for $258MM advertising/marketing budget and $31MM database marketing budget. Oversaw team of 140+.
* Introduced integrated marketing communications plans that established and leveraged brand consistency while meeting go-to-market requirements.
* Pioneered first GTE-wide acceptance and implementation of "respect" positioning, resulting in unified marketing strategies, reduced marketing expenses, and improved relations between operating units.
* Transitioned database marketing from basic list/campaign management to event-driven CRM model.
* Co-led Bell Atlantic/GTE Merger Brand Communications Team; developed 'the Verizon Promise,' created and launched the Verizon Brand and transitioned best-practice centralized marketing communications model and CRM implementation framework during merger.
Vice President, Marketing (1997 - 1998)
Directed marketing and product development for launch of Competitive Local Exchange Carrier (CLEC) business. Developed and implemented strategic marketing plans targeting high-value telecommunications customers. Supervised 6 direct reports and 100 marketing professionals.
* Developed marketing organization within newly established subsidiary of GTE; defined direction, recruited talent and agencies and launched innovative bundling initiative that delivered direct response rates in excess of 6%.
* Led process integration and cost reduction initiatives that saved $100MM in one year.
Assistant Vice President, National Center Operations (1995 - 1997)
Accountable for implementing corporate strategy across seven national centers in support of GTE's $6.1B consumer line of business. Drove improved process efficiencies and delivered on all key operational metrics. Led seven direct reports and 1,800 team members in centralizing the credit management, telemarketing, customer relations, order correction/entry, and post sales fulfillment functions.
* Generated $134MM in additional revenue by reducing "un-collectibles" by 1%. Improved days billing outstanding by three days, producing $93MM in incremental cash flow.
* Reduced order entry errors by 52% and cut long distance activation by 60% (from five days to two), resulting in greater customer satisfaction.
Assistant Vice President, Consumer Marketing & Product Management (1994 - 1995)
Held marketing responsibility for the $6.1 billion consumer line of business including revenue/unit/margin accountability, strategic business direction, brand positioning, marketing research, new product development, customer acquisition/retention, and marketing plans. Managed a dozen vendors and 85 marketing professionals.
* Built a high performance marketing organization and led a comprehensive strategic planning effort resulting in a growth oriented business direction. All aspects of strategy were examined including market structure, brand equity, customer segmentation, competitive environment, distribution and messaging.
* Leveraged new marketing approach to drive a 22% increase in vertical service penetration.
Assistant Vice President, Marketing Communications (1988 - 1993)
Planned and implemented national marketing communications and product marketing programs in support of GTE's $12B domestic Telephone Operations business unit, consolidating functions across seven former independent operating companies into the new organizational model. Directed six agencies, managed 110 advertising professionals, and oversaw an annual advertising investment of $130MM.
* Reduced overall television commercial production and media costs by 15%.
* Restructured primary agency relationship to include the establishment of an integrated marketing agency (Focus) dedicated to GTE with performance based compensation ($15MM in annual savings).
Advanced through several management levels during tenure with GTE; positions prior to 1988 include Director - Mass Marketing, Staff Manager - Competitive Analysis, and a series of field sales and sales support responsibilities.
EDUCATION
Bachelor of Business Administration; Concentration in Marketing
THE UNIVERSITY OF TEXAS, Austin, TX |
