SUMMARY
Direct marketing professional with experience in search engine marketing, catalog, direct mail, email, database marketing (CRM) including marketing analysis, segmentation strategies, audience selection, testing strategies, campaign tracking, evaluation, and optimization. Strong analytical orientation with aptitude for identifying trends, patterns, and insights in data. Proven ability to translate findings into strategic recommendations that will maximize campaign performance and exploit opportunities for growth.
PROFESSIONAL EXPERIENCE
Wilson RMS (full-service direct marketing agency),
New York, NY
Manager of Strategic Planning, Online & Offline B2C B2B (11/07-06/08)
Client Roster includes AAA Insurance, Guidance Software, and Live on the go
Managed, developed, integrated, & implemented effective online and offline marketing programs utilizing SEM, email, online display advertising & direct mail to drive regional, national, and international lead generation or sales volume, customer acquisition and retention strategies. Evaluated, developed, tested, measured, and improved campaigns to optimize marketing spend and efforts across all channels. Managed, developed, and implemented innovative and effective testing and measurement strategies from concept to backend analysis.
Evaluated, negotiated, selected, and fostered relationships
with search engine vendors and internal support teams. Lead, train, mentor and
develop team members.
SEARCH ENGINE MARKETING.
Responsible for the strategic planning, development and overall execution of search engine marketing strategies for client search initiatives to drive sales or lead generation, maximize search optimization and meet volume, CPL, CPO, and ROI targets of pay-per-click (PPC) campaigns.
Optimized SEM marketing campaigns across multiple search engines by building and researching relevant keyword lists, testing keyword match types, adjusting bidding strategies, campaign and ad group reorganization, landing page and ad text optimization, location targeting, day-parting, ad delivery, implementing business rules through Omniture, analyzing creative, promotional, and ad text performance to increase click-through rates, conversion rates, profit margins, and minimize cost per lead (CPL) or cost per order (CPO). Ensured the timely adjustment of search marketing strategies to meet changing market and competitive conditions.
Developed action plans for achieving and measuring paid search campaign success, including determining key metrics, processes for measurement and optimization.
Identified new growth opportunities within the SEM space.
REPORTING
Managed tracking, reporting, and analysis of online and offline marketing campaigns on key business metrics to measure and manage overall campaign effectiveness. Prepared annual and quarterly financial forecasts and budgets.
Translated analytical findings into concise business actions and recommendations. Improved overall campaign performance by identifying trends in data and exploiting opportunities for growth. Communicated key learnings to client and senior management.
Worked together with the technical team to continue to enhance the current system and processes including reporting, analysis, and tracking.
Accomplishments (YTD 2008 SEM campaign results compared to 2007):
AAA Insurance Western Central New York, B2C www.wcnyaaainsurancequotes.com
Increased click to lead conversion by 65%
Lowered cost per lead (CPL) by 24%
Increased click through rate (CTR) by 85%
Guidance Software, B2B www.ediscovery-guidance.com
Lowered cost per lead (CPL) by 68%
Increased click to lead conversion by 139%
Lowered cost per click (CPC) by 28%
Live on the go, B2C www.liveonthego.com
Increased click to order conversion by 637%
Lowered cost per order (CPO) by 86%
Increased click through rate (CTR) by 195%
Reporting and Analysis
Improved overall campaign optimization, workflow efficiency, and accuracy of reporting by developing, standardizing, and automating new queries and analysis.
Vitamin Shoppe,
North Bergen,NJ
www.vitaminshoppe.com
Direct Marketing Manager, B2C (8/05-9/07)
Partnered with VP of Marketing, Web Director, Retail Director, and outside agencies to develop a marketing strategy that is integrated, measurable, compelling, and effective in driving key business metrics for online and offline campaigns.
Jointly planned and managed database strategies for catalog, postcard, and email circulation that supported all channels (retail, web, and phone) with Web Director and Retail Director. Determined overall contact, segmentation, and targeting strategies. Provided recommendations for personalization and auto-triggered emails.
Developed and refined strategies by developing creative, promotional, contact frequency, and segmentation test strategies for online and offline campaigns.
Monitored and measured various online and offline promotional strategies and test results for catalog, email, postcard mailings, alternative media, catalog requests and telemarketing. Promotions include free shipping, coupon, merchandise promotions, and advertising. Other initiatives include the Loyalty Program, Refer-A-Friend program, and creative testing. Translated analyses into actionable strategies and tactics. Draw conclusions and make recommendations to improve business performance. Developed and produced financial analysis reports including match back results to understand overall success and profitability of a campaign.
Improved customer retention, acquisition, and reactivation efforts by enhancing customer segmentation and promotional strategies that increase customer value and spend across web, retail, and phone channels utilizing marketing database and statistical models.
Improved efficiency and effectiveness of online and offline customer retention programs by identifying trends and patterns in customer behavior, analyzing customer preference and purchase history in retail, web, and direct mail channels. Provided actionable insight to enhance creative strategies and cross-sell and upsell opportunities. Reduced customer attrition by analyzing customer behavior and developing retention programs that implement corrective action.
Managed the execution of all direct mail campaigns.
Managed vendor relationships. Responsibilities include contract negotiations, renewals, performance and quality metrics. Identified and evaluated new business opportunities; developed short and long-term business plans. Developed other relationships to improve internal and external targeting.
Accomplishments:
Increased reactivation response and demand per book by 47% and 23% respectively while increasing circulation by 171% in 2006 (results compared to 2005).
Increased prospect response and demand per book by 177% and 179% respectively in 2006 (results compared to 2005).
Saved the company thousands annually in list costs by structuring a financially favorable deal with list provider vendors.
Sure Fit Inc.,
New York,NY
www.surefit.net
Circulation Manager (B2C), Online & Offline (5/03-12/04)
Senior Marketing Analyst (B2C), Online & Offline (12/02-5/03)
Managed all aspects of the search engine marketing program by providing planning, coordination, project management. Worked with SEM agency to develop, test, and analyze key words, ad texts, bidding strategies and landing pages to maximize results, drive volume, and reach program targets.
Managed email strategies, working closely with email vendor and Web Director. Determined overall contact, segmentation and targeting strategies. Provided recommendations for personalization and auto-triggered emails. Tracked email performance relative to targets and continually optimize results.
Worked collaboratively with the Web Director to develop vision and provide leadership for e-commerce and e-marketing initiatives.
Responsible for catalog and email circulation marketing P&L. Developed and managed circulation budget and strategy for acquisition and campaign analysis.
Drove customer base growth by analyzing leads and sales for paid search, email and catalog circulation, print, DRTV, alternative media, newspaper, and rental lists.
Developed promotional and contact frequency online and offline test strategies that activate new customers, build volume, stimulate inactive customers and retain existing ones.
Improved efficiency and effectiveness of online and offline campaigns by assuming lead role in reporting and data analysis through the development, automation, and standardization of new queries and new analysis. Partnered with IT teams in new system implementations to build robust systems and databases that are accurate, predictive and actionable.
Managed the execution of all direct mail campaigns including audience selection, customer segmentation and analysis, test design, creation of mail files, adherence to mailing schedules and coordination with outside vendors.
Maximized profit and opportunity by identifying and segmenting poor performing circulation and implementing predictive statistical models for house file and prospect optimization.
Directed technical, customer service and legal to execute programs. Lead contract negotiations with vendors. Supervised and trained junior marketing staff.
Accomplishments:
Saved the company hundreds of thousands annually in database management costs by structuring a financially favorable deal with a new service bureau and database vendor.
Reduced unknown factor by 50% by partnering with IT in setting up an automated source code match back logic resulting in improved customer acquisition and retention programs.
Improved workflow efficiency and accuracy of reporting by developing and standardizing new queries and analysis.
Lillian Vernon Corporation,
Rye, NY 4/01-12/02 www.lillianvernon.com
Marketing Analyst (B2C)
Planned, implemented, and evaluated database-driven marketing programs by conducting customer profiling and segmentation, list selection, and executing catalog and email campaigns.
Developed new customer acquisition, retention, and reactivation strategies for online and offline campaigns, utilizing marketing database and statistical models.
Developed and produced marketing analysis reports relating to campaign results across catalog and web channels to understand the profitability of the overall campaign.
Monitored and measured various promotional strategies and test results for direct mail, email, web, and telemarketing. Promotions include free shipping, free gifts, deferred billing, special events, discount programs, and advertising.
Jointly conducted and completed comprehensive annual and quarterly marketing plans with senior circulation management and merchandising team.
Provided consultation to management regarding the interpretation of data, analysis of results and recommended further uses of the data for marketing and planning purposes.
EDUCATION AND HONORS
Iona College
BBA Major: Marketing, May 2000, Dean’s List (Recipient of Iona College Academic Scholarship)
COMPUTER SKILLS
Software: Google Adwords, Adwords Editor, Yahoo Search Marketing, MSN Ad Center, Wordtracker, Omniture, Coremetrics, Microsoft Excel, Word, Access, PowerPoint, Publisher, and Outlook, Cognos Impromptu, AS400, FoxPro, ACT, SPSS, Marketworks, Knowledge of SQL.
Comments