Innovative marketing professional with over 20 years experience in all facets of direct response, including implementation and execution of successful online and offline campaigns, CRM / loyalty marketing, acquisition and retention strategy, database management and creative strategy development. Strategic thinker combined with superior problem solving skills, while keeping focus on the bottom line. Excels in budgeting, ROI analysis, workflow processes and cultivating strong business relationships. Particular expertise is in producing strategic marketing campaigns that generate revenue objectives and innovative customer experiences.
Skills / Expertise
Acquisition & Retention - Marketing Strategy - Strategic Planning - DRTV - Shopping Channels - Marketing Analytics - Lifetime Value Analysis - User Experience - Call Center Management - Fulfillment Center Management - SEO - SEM - Social Media - Mobile Marketing - Affiliate Marketing - Email Marketing- Direct Mail Marketing- Print Advertising - Digital Product Development - Android App Development - Apple / IOS App Development - Social Engagement Digital Properties - Behavior Graphics & Customer Modeling- Web Community Development- Marketing Partnerships and Alliances - Affiliate Marketing - Mobile Marketing - Gamification Featured Loyalty Programs - Analytics.
Director of Direct Response Marketing May 2011 to June 2013NBTY Inc － Ronkonkoma, NY
Responsible for product development, marketing, advertising and public relations for the MET-Rx 180 fitness & supplement brand.
Manage team of 12 marketing associates within the following groups; 1) DRTV - Production 2) Media 3) Digital / Social 4) Continuity / Retention 5) Call Center Opts./Customer Service 6) Fulfillment.7) Product Development 8) Merchandising 9) Public Relations.
Accountable for P/L and all functions of program, including product development, packaging design, offer strategy, DRTV production, media, landing pages, up sells/down sells, call center script development, reporting, fulfillment setups, monitoring inventory levels and ongoing post analysis.
Increased customer lifetime value by over 40% through the development and implementation of enhanced customer experiences through trigger mapping and defining touch points through cross-sell promotions, incentives for continuity purchases, personalized email campaigns, improved website functionality and flexible program shipments.
Incorporated Return Merchandise Authorization (RMA) and Save the Sale (STS) policies into all continuity marketing channels resulting in reduced returns by up to 40% and generated saved revenue of over 1.7 million.
Responsible for email & search as well as driving website conversion rates and improving average order values. Responsible for audience development and driving traffic to websites through SEO, Keywords, Affiliate Marketing and Re-marketing programs.
Development and implemented mobile apps for iPhone and Android platforms that enabled customer to utilize program virtually anytime anywhere.
Motivating affiliates with performance incentive goals & revenue generating promotitions and contests with selected and known top industry performers. Successfully launched social media campaigns on Facebook, Twitter & Pinterest to increase followers with engaging content, promotional postings, imagery & sweepstakes.
Conducted ASI focus groups to enhance and modify campaigns. Executed and analyzed market research initiatives to identify opportunities to strengthen the brand and translated data into action.
VP Account Director January 2008 to April 2011Trivergance Business Resources － Fort Lee, NJ
Responsible for the management of two account groups: Direct Buy and Hughes Telematics (Mercedes Benz). Directly responsible for the agency / client relationship; advertising strategy, consumer insights, account staffing and profitability.
Generated over 3 million sales leads through print and DRTV. Decreased overall cost per lead by over 40% through diversification of the marketing matrix. Efforts contributed to a 60% increase in client's sales. Return on ad spend ratio of 6 to 1.
Redesigned and grew direct mail marketing and alternative acquisition media channels. Additional accountabilities included new customer acquisition strategies, improve cost efficiencies, increase flexibility and decrease implementation time. Utilized strategic direct mail segmentation modeling, reporting and analysis to improve marketing campaign efficiency and effectiveness.
Spearheaded cross-functional teams to meet goals and objectives through multible marketing channels including online, email, direct mail, print advertising and continuous exploration and testing of unique marketing touchpoints..
Chief Marketing Officer January 2004 to December 2007Everly Originals /Jaclyn Brine Signature － Newton, NJ
Designed & developed integrated direct marketing plans across enterprise for all customer segments and direct marketing activities - including B to C, loyalty, CRM and B to B.
P&L responsibility for Marketing, Advertising, Merchandising and Planning.
Successfully grew business to over $25 MM in annual revenue.
Created sales programs on HSN, QVC, Shop NBC, The Shopping Channel (Canada), Ideal Shopping Direct (UK).
Produced over 20 shows per year.
Led team of over 9 marketing professionals in producing short and long form infomercials hosted by Florence Henderson supported by direct mail, social media.
radio, print and outbound telemarketing.
Coordinated planning, buying, and management of all consumer media efforts including campaign development, contract negotiations, creative production/execution and performance analysis of online media, SEM/SEO, social, acquisition and retention emails, catalogs and events.
Conducted focus groups to enhance and modify campaigns.
Executed and analyzed market resea.
Director of Marketing March 1999 to December 2003Via Max / Peter Max － New York, NY
P&L responsibility for Marketing, Advertising, Merchandising and Planning.
Successfully grew business to over 35MM in annual revenue.
Managed the Dale Earnhardt (NASCAR) program with over sixty-eight SKU's.
Established and managed the QVC relationship, produced over twenty-four shows per year.
Served as liaison between Via Max and agency/vendors to implement marketing initiatives.
Responsible for all stages of product development; package design, product, POP, end caps etc.
Established relationships with; Target, Sears, Wal-Mart.
Costco, BBB, American Greetings, QVC.
VP Account Director September 1995 to March 1999Venture Direct Worldwide － New York, NY
Managed the development and implementation of company-wide marketing strategy including email/web, direct mail, card decks, catalog, and outbound telemarketing.
Defined and managed all segmentation and targeting, including list strategy, media plan recommendations, list rentals, database enhancement and modeling.
Ensured continuous improvement of marketing offers through quantitative analysis of test vs.
control programs--success measured at net contribution level by marketing offer.
Clients: Value click, Oreck, Lincoln Mercury, Classmates.com, and National Geographic.
VP Management Supervisor March 1983 to August 1995Wunderman Worldwide － New York, NY
Implemented campaigns utilizing, DRTV, Radio, Print, Inbound/Outbound Telemarketing and Direct Mail.
Merrill Lynch - Worked with sixteen product groups in which national/regional ad campaigns were developed and implemented.
Staff of over twenty team members.
Billings: 25 MM.
Columbia House - Campaign's increased sales volume 24% for Video division and 27% for the Record division.
Developed continuity programs to retain existing club members.
Billings: 17 MM.
Time Life - Managed and launched: Vietnam, World War II & Home Improvement series.
Billings 18 MM.
Account Executive January 1981 to March 1983Della Femina, Travisano & Partners － New York, NY
Beechnut Baby Food account.
Launched successful advertising programs, which resulted in continuous market share increases in a category dominated by a strong entrenched leader.
Newhouse School of Communications, Syracuse University.