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Degrees
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B.A. in English from the University of Pennyslvania, Member of the Kellogg School of Management's Marketing Club, Winner of the Kellogg School of Management's LEAP Consutling Competition, Finalist in the Kellogg School of Management's Non-profit Business Consutling Competition
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My Expert Service
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As the marketing director of both two startups and a large corporate organization, I have personally developed 200+ marketing efforts including: pay-per-click, banner advertising, direct mail, magazine and newspaper ads, package inserts, free standing inserts, Sunday supplements, remnant programs, radio and TV advertising. The common denominator in all of these efforts was designing them to be quantifiable in terms of success (i.e. Total Cost divided by total number of leads or ultimately customers). I have in-depth experience with segmentation, modeling, A/B split tests, copy tests, list tests as well as marketing strategy, positioning and branding. I would be happy to simply walk you through the mechanics of putting together one of these efforts or handle everything from campaign development to execution and tracking for you.
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Experience & Qualifications
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High Tech Products Start-up
Director of Marketing
Hired to build direct response marketing strategy; acquire new, profitable customers; develop marketing campaigns and materials for business partners; create brand identity and positioning; establish key metrics to maximize ROI and justify second round of venture capital funding.
• Generated $2.5 million in revenue via direct response marketing in ‘05 and $5 million in revenue in '06.
• Delivered detailed bi-monthly presentations to the board of directors outlining key marketing metrics and quarterly projections.
• Designed, tested and refined direct mail segmentation strategy improving direct response results by 75% over the course of one year. Modeled customer base through third parties developing actionable insights into our market.
• Initiated and managed all paid-search campaigns, including Google AdWords, AdSense and Yahoo Sponsored Search. Spearheaded SEO efforts, e-newsletter, two site redesigns and all traffic tracking and analysis.
• Identified and managed relationships with business partners, designing over thirty cross-promotional marketing campaigns and tracking results. Develop marketing strategies and associated materials for the Sales and Business Development groups and deliver on deadlines.
• Oversaw all agency PR efforts including strategy, reviewing, editing and writing releases and pitching editors, resulting in over fifty placements including the Wall Street Journal, New York Times CNBC and CBS News.
• Coached and developed two direct reports (one media manager and one marketing accounting assistant) and two interns, all four of whom remain in close contact and continue to solicit career advice from me.
Software Start-up
Director of Marketing
• Developed paid search marketing strategy responsible for over 75% of company leads.
• Assessed plug-in market for ECM and PLM vendors and led prospecting for partners.
• Restructured sales and development teams and implemented new sales methodologies.
Major Collectibles Corp.
Marketing Manager
Hired for dual marketing and product management role and entrusted with growing the company’s single largest product line.
• Responsible for generating over $30 million in annual revenue and directing $5 million in advertising spending.
• Conceived, planned and executed over 200 profitable direct mail marketing efforts, ranging in size from 10 million to three thousand names. Built-in marketing tests to most efforts, testing design, offer, price sensitivity, continuity conversion, promotions and other variables.
• Performed detailed segmentation analysis, identifying and mailing an average of 15 distinct market segments for each effort and over 150 market segments in one single 10 million household mailing.
• Worked cross functionally with the database team, product development team, fulfillment and a variety of outside design agencies, list managers and consumer modeling agencies to ensure the effective and efficient execution of marketing efforts on deadline.
• Innovated and managed customer retention programs, club memberships and series conversions that provided an average of 90% additional profit beyond the initial sale.
• Oversaw P&Ls for 40 product lines; budgeting marketing expenditures and forecasting performance, three times annually.
• Trained and supervised two marketing associates, one of whom had 25 years of marketing execution experience.
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Available Modes Of Communication
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email/chat
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Contact
Measurable Marketing27
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