Multi-Channel Database Marketing Acquisition & Reactivation Retention & Loyalty Programs E-mail and Direct Mail Programs Budget Optimization Statistical Modeling Customer Segmentation & Profiling Consumer Research Digital & Social Strategy Database Construction & Design Marketing & Web Analytics Credit Card Marketing RELATED EXPERIENCE HARTE HANKS INC.*DIRECT MARKETING SERVICE COMPANY * BILLERICA, MA Exceptional track record of creating and delivering comprehensive multi-channel CRM marketing programs aligned with business goals. Act as trusted advisor and industry expert for all CRM marketing initiatives for high profile retail clients. Deliver exceptional data driven insights that shape long term marketing plans and drive business growth. Effectively champion client needs in a large, matrix organization.
FILENE'S BASEMENT / VALUE CITYJanuary 2001 to CurrentDIRECTOR WELLESLEY, MA
The Children's Place, Toys R Us, Babies R US, The Sports Authority, Disney Stores, L'Oreal Responsible for strategy development, execution, and analysis of more than 100M pieces of direct mail and more than 200M emails annually for a variety of retail clients Developed and executed more than 50 multi-channel marketing programs, including life stage, product replenishment, abandon cart, prospecting, behavioral triggers, and reactivation programs Consistently generated more than $200M annually in incremental sales for primary client representing a significant percent of company sales Effectively utilized customer segmentation and predictive models to return a 50% increase in direct marketing sales and a 20% improvement in ROI Optimized marketing budget to support integrated marketing plans that increased brand awareness by 10%, market share by 5%, and ROI by 15% Led the successful implementation of a retail loyalty program generating a 40% improvement in customer retention while more than doubling customer frequency and sales Directed marketing programs that drove significant website traffic through targeted, relevant email and direct mail programs while increasing conversion rates by 25% Collaborated with Consumer Insight team on both quantitative and qualitative research projects to inform marketing program development Subject matter expert on emerging media initiatives including mobile, web analytics and social media Introduced data append strategies leading to increased customer data capture and data quality Instituted "test - learn - apply" methodology for all key marketing initiatives Established and cultivated cross-functional partnerships within major client including finance, store operations, IT, customer service, consumer insight, and merchandising Led CRM database construction and directed database ongoing processes to ensure accurate and robust customer data warehouse Devised go to market strategy for client expansion into Canadian, Puerto Rico and Hispanic markets Managed and mentored three senior level marketing executives resulting in their multiple promotions Strategic member of the marketing team whose contribution helped build the retail chain from 10 to 50 stores, and sales from $100M to $500M.
Instrumental in the evolution of the marketing department as a full scale strategic corporate function.
Led the initial development of many marketing programs.
Navigated the marketing department through expansion, brand extension, contraction, and restructuring.
January 1990 to January 2001DIRECTOR OF MARKETING
Responsible for the strategic marketing plans of a $500M off price retailer Directed investment of a $30M marketing budget Executed marketing plans for all newspaper, radio, TV, direct mail, and in store marketing Partnered with large business consulting firm to develop comprehensive customer segmentation, communication strategy and long term marketing goals & initiatives Assessed competitive landscape to determined key trends in messaging, timing, and media investment to shape marketing strategy Established and implemented new market advertising strategies supporting company expansion plans Launched marketing, including loyalty program, for new company extension concept; a weekend only retail strategy called Aisle3 Integrated business needs, brand goals, customer data, and media effectiveness into the marketing plans Worked closely with the media agency to plan and optimize media mix Prepared annual and seasonal marketing calendar including reallocating tactics and strategies based on changes in brand, business, or consumer needs Successfully translated marketing programs into annual and seasonal briefs for creative team/agency Collaborated with merchandising, store operations, and IT to support marketing goals and objectives Negotiated all print media contracts realizing increased reach, reduced CPM, and value added benefits Effectively selected a database provider and implemented a customer database to assist CRM initiatives Managed two marketing executives.
MAY DEPARTMENT STORES: FILENE'SJanuary 1988 to January 1990MANAGER BOSTON, MA
Responsible for the planning, execution, and analysis of the marketing and media plans for a regional department store.
January 1984 to January 1988MARKETING AND ADVERTISING COORDINATOR
Boston CollegeBachelor of Science: EconomicsChestnut Hill, MAEconomics Proficient in Excel, Power Point, Word, AQL, and MCIS Campaign Management Tool
Experience with SQL and Unica
Direct Marketing Association
National Retail Federation
advertising, agency, benefits, budget, business consulting, competitive, concept, contracts, conversion, CRM, client, clients, customer service, data warehouse, database, direct mail, direct marketing, email, finance, functional, marketing plans, marketing strategy, marketing, market, merchandising, messaging, Excel, Power Point, Word, newspaper, print media, processes, program development, qualitative research, quality, radio, retail, sales, SQL, strategy, strategy development, Strategic, strategic marketing, TV, website
GROUPS AND ASSOCIATIONS
Direct Marketing Association
National Retail Federation