Results-driven, proven, award-winning sales/marketing/business development executive seeking opportunity to help CEO provide 5-Star Service to clients, cultivate a great office culture for staff, build significant brand equity, generate ROI from marketing spend, create quality sales opportunities, think outside the box, stimulate organic growth, and exceed sales goals.
Brand development and optimization
Marketing strategy, planning, and tactical execution
Vision/mission statement creation
SEO/SMO and website design/optimization skills
Copywriting and proofreading expertise
Creative direction and brief formulation
Public relations savvy
Lead generation/lead nurturing
Culture Committee leader
Confident public speaker
Sales pipeline management
Sales team motivation
Sales promotion tactics
Client relationship mgmt. and brand ambassador
Client coaching and accountability programs
Strong project, budget, and event mgmt. skills
Net Promoter Score champion
Successfully rebranded Investors Capital as a premier independent broker/dealer in the minds of target market in less than 1 year
Increased brand recognition (aided awareness) 6% from 2007 to 2008
Increased brand preference 28% from 2007 to 2008
Doubled brand recall (unaided awareness) from 7% in 2007 to 14% in 2008
New branding brought in more million-dollar producers in 5 months (Feb 08 – Jun 08) than in past 5 years
Successfully implemented brand internally to home office staff
Increased positive PR placements from 24 to 63 in 1 year
Redesigned company newsletter, The Capitalist, into a premier marketing and recruiting tool
Led sales/recruiting team to record revenues in 2014 and 2015—best in firm history
Improved data gathering/input process, resulting in better prospect/pipeline analysis
Created firm's first on-demand sales/recruiting pipeline reporting capability
Created and/or developed and led successful client coaching programs, symposiums, and events that helped clients better manage their practices, grow their businesses, and increase their revenues
Conducted coaching and accountability sessions with clients to help them create and execute business plans, marketing plans, and branding initiatives; improve office efficiency; make human capital decisions; and assess business risk.
Generated more print/online media coverage, including a cover story, in the first six months of 2004 than the firm had received in its 25 year history
Increased advertising pressure while reducing advertising costs by 35% in 2002. Cut costs another 10% in 2003. Garnered more cuts in 2004
Successfully worked with executive mgmt. and led firm's rebranding effort as a high-end broker/dealer attracting the crème de la crème prospects in its niche
Created award-winning annual report for ICH (NYSE AMEX)
Chief Marketing OfficerFeb 2007 to Sep 2016 Investors Capital Corporation － Lynnfield, MA
Create corporate marketing plan. Ensure marketing goals support corporate goals and adhere to allocated budget. Discuss and finalize plan with CEO, CFO.
Oversee execution of marketing strategy, tactics, and marketing mix to achieve plan goal and ensure success.
Responsible for health, well-being, and growth of corporate brand, internally as well as externally. Create, direct, and oversee corporate branding plan, strategy, and initiatives.
Conduct initial baseline brand assessment and ongoing assessments to ensure continued brand relevance with target market.
Oversee creative process and direction. Develop marketing and creative briefs. Manage creative process. Approve final creative. Copyedit and proofread creative as necessary.
Manage media buying and vendor relationships. Review and approve contracts.
Create and execute PR strategy. Foster strong media/editorial relationships with editors, writers, and reporters.
Responsible for Net Promoter Score strategy, implementation, quarterly client survey distribution, assessment of results, and resulting actions.
Oversee corporate website. Monitor aging and updating of content. Ensure relevance of core messaging to existing and prospective clients, as well as to other stakeholders.
Assist with theming and planning of National Conference and other corporate events and symposiums. Conduct presentations as requested.
Manage printing, consulting, and other sales/marketing-related vendor relationships.
Member of Executive Steering Committee.
Founding member of Culture Committee.
Member of industry trade organization marketing/business development/growth task force (FSI).
Manage staff of 8.
Report to CEO.
Present sales/marketing results and forecasts at quarterly meeting of Board of Directors.
Plan and project manage marketing events. Evaluating their success.
Evaluate the effectiveness of all marketing activity.
Develop andimplement internal marketing programs.
Plan, develop, and deliver campaigns as agreed within timescales.
Create marketing that demonstrates ROI, generates revenue, stands out from the crowd, builds brand awareness, and increases brand preference through successful, strategic execution of targeted marketing campaigns: print advertising, email marketing, direct mail, web/digital, public relations.
Convert salesforce into "call-takers" from "call-makers" through successful marketing.
Provide justification of marketing spend and proof that good marketing moves the sales needle. Great sales don't exist in a vacuum.
Schedule/attend annual Ritz-Carlton Leadership Center training for all staff to learn how our firm could provide legendary service. Made service training cornerstone of our corporate brand identity and value proposition.
Vice President, Business Development & CoachingJan 2010 to Sep 2016 Investors Capital Corporation － Lynnfield, MA
Created and/or developed and led successful client coaching programs, symposiums, and events that helped clients better manage their practices, grow their businesses, and increase their revenues.
Conducted coaching and accountability sessions with clients to help them create and execute business plans, marketing plans, and branding initiatives; improve office efficiency; make informed human capital decisions; and assess business risk.
Held sessions face-to-face; telephonically when necessary.
Presented on business development topics in keynote and breakout sessions at National Conference and other events.
Head of Sales/RecruitingJan 2014 to Sep 2016 Investors Capital Corporation － Lynnfield, MA
Develop sales goals. Oversee sales strategy. Ensure sales goals, strategy, and tactics support corporate goals.
Oversee nurturing of quality leads through sales pipeline. Lead sales team in converting quality leads/suspects into prospects and prospects into revenue-generating clients.
Manage sales funnel and lead generation activities. Report results weekly to CEO.
Responsible for integrity of sales funnel. Ensure sales leads are properly categorized, nurtured, and continually moved toward the bottom of the sales funnel.
Responsible for bolstering sales team morale.
Create sales incentives, promotions, and contests for sales team to facilitate and enhance lead closure.
Provide sales team with coaching, training, and professional development opportunities as needed.
Work with Marketing team to ensure sales goals, strategy, and tactics are achieved.
Manage sales team of 4. Report to CEO.
Led sales/recruiting team to record revenues in 2014 and 2015-best in firm history.
Improved data gathering/input process, resulting in better prospect/pipeline analysis.
Created firm's first on-demand sales/recruiting pipeline reporting capability.
Brand AmbassadorFeb 2007 to Sep 2016 Investors Capital Corporation － Lynnfield, MA
Led client satisfaction initiatives to maintain our patented 5-Star Service level.
Ensured that Net Promoter Score remained relevant, was conducted quarterly, and resulting feedback acted upon.
Highly enjoyed visiting clients. Proud to be the "face of the firm".
Culture Committee co-founder.
Led efforts to make Investors Capital workplace a fun and happy place for employees to spend their days. Work should be fun.
Director of MarketingNov 2005 to Feb 2007 Microdesk, Inc. & M2 Technologies, Inc － Waltham, MA
Responsible for creating marketing strategy and executing tactics that are based on corporate goals for both companies.
Marketing mix consisted of integrated campaigns that combined print advertising, direct mail, email and web marketing, public relations, and telemarketing.
Responsible for budget of $360,000/year.
Managed staff of 3.
Reported to President.
Created firm's first brand identity profile--and stuck to it!
Created firm's tagline: Succeed beyond measure.
Pioneered firm's foray into "real" print advertising
Redesigned e-newsletter into a premier marketing tool
Boosted website hits/unique visitors every month since 5/06
Lobbied for website redesign-and got it!
Created firm's first true sales promotion-very successful!
Conceived and planned 2 largest seminars in firm history
Recreated Microdesk as a prestigious, premium brand
Worked with Sales team to create territory-specific mktg. plans
Nominated for best Autodesk marketing manager
Creative Director/Marketing & PR DirectorJul 2000 to Nov 2005 Commonwealth Financial Network － Waltham, MA
Developed and implemented marketing/branding strategies that achieved Commonwealth's marketing, recruiting, and corporate objectives.
Directed PR activities.
Successfully led rebranding effort, establishing Commonwealth as a premier independent broker/dealer and a leader in it's industry.
Oversaw budget in excess of $1.5 million.
Managed staff of 4.
Reported to Principal and CEO.
Advertising Genius: introduced a new way to advertise in the industry: the 8-page, heavy stock brochure. A tactic soon copied by our competitors.
Sales Promotion Sage: made Commonwealth a recognizable, premier brand through creative, out-of-the-box "drips" or sales promotions. Again, copied by our competitors.
Public Relations Whiz: generated more positive print/online media coverage, including a cover story, in the first six months of 2004 than the firm had received in its 25 year history. Editors, writers, reporters love me!
Media Buying Shark: increased advertising pressure while reducing advertising costs by 35% in 2002. Cut costs another 10% in 2003. Garnered more cuts in 2004. Ad reps fear me!
Branding Guru: successfully worked with executive mgmt. and led firm's rebranding effort as a high-end broker/dealer attracting the crème de la crème prospects in its niche. Two years after I left the firm (when I returned to the industry), they were still running the same ads and campaign I'd created for them.
Internet Marketing Architect: launched the firm's first viral marketing internet campaign generating a measurable 7% response rate and loads of positive perception, for the low price of .10/prospect.
Creative Mastermind & Copywriting King: "What agency creates your marketing collateral. It's outstanding!" "If your firm's as good as your marketing is creative, I'm joining tomorrow!" Those are two of the most common responses to Commonwealth marketing. I try to think outside the box and push the envelope with every piece, while remaining true to the brand and the desired communication outcome.
Overall Nice Guy: an HR article said the most successful sales and marketing people of the future will be nice people. I work well with everyone from the CEO to the mail room crew.
Marketing Communications ManagerJan 2000 to Jul 2000 John Hancock Funds － Boston, MA
department dissolved due to IPO cost-cutting) Managed the process of developing marketing materials for the major business lines of John Hancock Funds (JHF) by creating an innovative marketing program that included analysis, research, and strategy.
Created compelling marketing materials that maximized customer attraction and retention, thereby helping JHF develop and maintain a competitive edge in its respective markets.
Created marketing materials possessing a consistent look and feel across all JHF business lines.
Analyzed business lines for overlooked points of influence and strategic marketing opportunities.
Held quarterly post mortems.
Managed the editorial process for all written communications produced by JHF, specifically retail marketing.
Maintained the highest editorial standards.
Created JHF in-house style guide.
Spearheaded web site marketing campaigns to increase site traffic, including print advertising, banner advertising, telemarketing, blast faxes, and mass emails.
Ghostwrote CEO's speeches for promotions, videos, etc.
Managed ad agency (Hill Holiday) relationship for JHF print ads.
Managed staff of 3.
Editor--Internal Print Media & CommunicationsMay 1997 to Jan 2000 Scudder Kemper Investments － Boston, MA
As Head of Print Media, responsible for all forms of print media: magazines, newsletters, organizational memos, buckslips, readership surveys, and special external contributions.
Also responsible for maintaining departmental style guide and overseeing company print archives.
As Editor, responsible for overseeing publication of PORTFOLIO and Mutual Fund News, two four-color, quarterly magazines on firmwide topics for the nationwide employees of Scudder Kemper Investments.
Wrote marketing advertorials to market new Scudder International Funds in Japan.
Newsletter Editor/ContributorSep 1990 to May 1997 Chase Global Funds Services Co － Boston, MA
Coordinate production of newsletter, from assigning specific sections to reviewing final edits and formatting.
Guide creative and production processes in keeping with newsletter deadlines.
Edit submitted material for content, grammatical accuracy, layout, and format.
Mutual Fund Accounting Supervisor
Responsible for daily and monthly accounting of Nuveen mutual finds.
Provide supervision, training, and assistance to staff, as needed.
Mutual Fund AccountantSep 1988 to Aug 1990 The Putnam Companies － Boston, MA
Responsible for daily and monthly accounting for various Putnam mutual funds.
Telephone Operations Representative
Assisted brokers in selling mutual funds and assisted shareholders with requests.
Registered RepresentativeMay 1987 to Aug 1988 First Investors Corporation － Boston, MA
Sold First Investor mutual funds to the public.
Professional Affiliations & Awards
Financial Services Institute (FSI)
Member of Marketing, Growth, Development Council
2010 International ARC Awards annual report competition Honors for copy (financial services) 2009 Annual Report Sailing a Higher Course (Investors Capital)
Financial Advisor magazine (2004) Award for high response in print advertising (Investors Capital)
International MERCURY Awards: (honoring excellence in public relations and corporate communications) Scudder Kemper: 1999 Gold Award – Writing (Corporate Newsletter); Mutual Fund News 1999 Silver Award – Editing (Employee Publications); PORTFOLIO 1998 Silver Award – Newsletter; PORTFOLIO