Select Marketing Highlights:
Strategy & Planning – As senior marketing team member, created strategic roadmap for sales and marketing in multiple industry segments. Recent campaigns generated $16MM in sales and $53MM in open opportunities. Also lead management team planning efforts to identify new objectives, market opportunities and goals. As a result, increased overall annual revenue by 64% over a three year period.
Brand Management – Created and implemented vertical branding and positioning for Harte-Hanks new brand launch with internal creative and marketing teams. Created strategy and messaging analysis for Cox Media products and external clients. Trained several other Cox Media markets on brand development, strategy and planning. Successfully managed the on-air transition of Gateway’s corporate brand identity. Managed and implemented MidAmerican energy subsidiary brand transition.
Targeted Consumer Marketing – Responsible for identifying and developing customer segmentation strategies for Home and Business PC segments, created messaging and coordinated all advertising. Developed messaging and content, coordinated production with external vendors & internal advertising resources that exceeded cost-per-call targets. Developed messaging, wrote scripts & produced three separate Response & Fulfillment programs utilizing internal and external production resources, resulting in a 60% increase in the PC purchase rate.
Product Marketing – Created and implemented marketing strategy and communications plan for several products and services launched regionally or nationally. Increased revenue of one specific product by 400% over a three year span. Marketing communication included direct mail, print, television, events and development of website & portal. Successfully managed cross-functional teams (marketing, sales, IT, sales support & production) to implement specific corporate objectives.
National Broadcast Advertising – Managed all broadcast television production, including budget analysis, messaging strategy, content & creative direction, production and final approval. Managed production of four multi-spot/multi-flight national advertising campaigns, five 15 to 30-minute direct response programs with multiple revisions and a total of over 200 branding and offer-based productions. Increased Gateway’s brand consideration by 4% and captured 20% of the Plasma TV market.
Partnership Marketing – Responsible for new and emerging potential partnership opportunities. Developed strategic messaging & product offerings for targeted marketing into select partner segments. Managed partnership with Fidelity Financial resulting in direct partnership revenues of $4 million dollars and 23,405 additional system sales generating an additional $29 million dollars.