A cost effective strategic marketing communications professional. Extensive multi-channel experience and demonstrated success in all areas of integrated direct marketing including video, web site and electronic program support, market planning, database development and promotion development and production.

MARKETING COMMUNICATIONS CONSULTANCY

Developed client relations in human resources personnel development, software laser technology, health care book publishing. Provided content and project management for web site development, product overview sheets and direct marketing client retention materials.

BUSINESS ACCOMPLISHMENTS

BUSINESS / MARKETING / LAUNCH STRATEGY:

• Developed first data base marketing strategy for a business to business direct marketer in 1975.  Increase sales by 25% and reduced promotional costs by 33%
• Managed program budgets and have come in under budget by up to 25% for last five years while producing all required promotional support materials. Reduced cost of new program training materials by 20% while increasing literature distributed per institution by over 100%
• Managed fulfillment process resulted in a 25% reduction in the cost of inventory while maintaining over a 90% customer satisfaction level with the information received.
• Directed the profitable entry into three new market areas including leading creative team, marketing and product development groups. Developed business positioning, pricing strategy and branding; developed and selected products; directed catalog creative and production; developed product delivery systems. Responsible for list selection and management; vendor coordination; forecasting and results analysis; strategic and integrated media planning.
• Grew business from $100,000 to over $6 million in four years. Supervised creative and alliance business software relationships.

E-COMMERCE / MULTI-CHANNEL INITIATIVES:

• Responsible for supplying product and information content and creative for new and updated e-commerce initiatives including company web site and e-mail retention programs. Completely revised and audited major product line content for completeness and user functionality. Revenue has grown 52.3% over the prior year and 38.8% in subsequent year.
• Responsible for the development of multi-channel promotional literature for key acquisition program. Includes program literature for sales force support, web site promotion, trade show support, customer development materials and direct marketing mailings to financial institutions. Program growth exceeded 300% in last four years and is responsible for over 85% of new small business customers acquired.

PROMOTION CAMPAIGN MANAGEMENT / STRATEGIC PLANNING:

• Developed sales force program awareness campaign that achieved 114% of planned viewership
• Developed promotions resulting in an average increase of over 50% in the usage of the program and over 80% of all company customers participating in the program
• Responsible for assisting in managing field sales force use of the major customer acquisition materials.
• Program team was responsible for the expansion of the program resulting in a 26% increase in incremental revenues and a 20% increase in incremental new customers. Proposed content and developed electronic support materials accessible by sales force by computer
• Supervised, developed and implemented all catalogs and new promotional programs; formulated promotional goals developed and managed annual promotional budget of $4.5 million for catalog and promotional materials and reduced catalog page production costs by over 60%.
• Developed and reviewed the promotional planning and development processes through the use of interdisciplinary teams resulting in a 33% reduction in the time a project takes to be completed