SCI Direct NYSE: SCIDirector of Marketing Strategy & Operations | Ft. Lauderdale, FL | June 2010 - Current
Managed strategic marketing initiatives for $180 million business unit of $4 billion international insurance services organization.
Led multi-channel marketing program strategy for 6 brands across 60 markets in the U.S.
Planned and allocated over $26 million annual marketing spend, with accountability for Budgeting, MROI and business unit P&L.
Led all customer acquisition and campaign management, including 50 million direct mail pieces and 2 million email contacts annually.
Revolutionized marketing operations process and infrastructure, reducing marketing production costs by 30% annually.
Developed affinity cross/sell partnership to drive channel revenue increase of 20%, adding $5 million incremental operating income.
Increased Direct Marketing Response by 25% utilizing A/B testing, focus group studies, modeled data, and target messaging.
Grew internet web lead volume by 200% through conversion-optimized website and expanded SEO/SEM platform.
Developed total prospect lead volume by 15% year-over-year, producing an average 200,000 new customer prospects annually.
Led all vendor relationships, management initiatives, and engagements, across direct mail, web, email, and telemarketing channels.
Drove overall CRM strategy, lead life cycle management, and marketing automation across mail, web and telemarketing channels.
Managed CRM marketing database of over 27MM consumer records and 1MM active customer prospects.
Partnered with major data bureaus to compile new data sets, modeled data lists and expand marketing database by 20%.
Analyzed marketing metrics and sales KPI's to supplement strategy planning and support relevant marketing business decisions.
Partnered with sales leadership to develop, drive and support channel conversion % rates, increasing overall conversion by 20%.
Grew sales volume by 25% in 1 year, and over 200% in five years through market expansion and sales development efforts.
Expanded Operating Income by 300% over 5 years through accelerated sales growth and decreased cost-per-sale.
SONA ConsultingManager | Miami, FL | December 2008 - June 2010
Marketing & Growth Strategy Coordinated promotional and special events with vendors and partners, to increase exposure, consumer interest, and brand value.
Managed programs to measure consumer purchasing habits and adapt complimentary programs to enhance purchasing activity.
Created marketing financial models to measure and communicate ROI of marketing activities to partners and stakeholders.
Developed and leveraged new accounts and key business relationships to create new sales and marketing channels.
Managed customer loyalty, email, and direct mail campaigns to increase new and repeat purchases across all product categories.
Defined marketing scope and assigned cross-functional team structure between marketing, sales, and operations.
Managed marketing budget guidelines and timelines for all phases of sales and marketing program planning and execution.
Performed cost/benefit analysis to determine feasibility and viability of programs, and illustrate max ROI strategies and activities.
Engineered sales and marketing tracking/scoring systems to monitor conversion rate and effectiveness of associated activities.
Initiated new marketing activities - cross-branding and cross-promotions, to increase sales through these channels by 20%.
Coordinated activities to increase consumer contact points, realizing an increase in sales through these channels by 15%.
METRO PCSOperations Manager | West Palm Beach, FL | September 2005 - December 2008
Assessed external environment and analyzed market conditions to develop competitive and functional business/marketing strategies.
Developed and managed project timelines and project initiatives for retail location openings within budget and time guidelines.
Identified consumer trends and captured new consumer markets - expanded to new geographic and demographic markets.
Managed community outreach through media relations and promotional events to increase awareness within local markets.
Constructed and implemented all creative visual concepts, merchandising design, store appearance, displays, layout, and theme.
Designed product pricing structure, pricing strategies, and purchasing procedures to increase competitive advantage within markets.
Defined new project components and assigned team structure - integrated project design to execute objectives within guidelines.
Hired and trained all sales management, and further motivated their performance through scheduled team and individual meetings.
Streamlined operating procedures to reduce cost and increase production efficiencies, resulting in 8% net profit gain in key areas.
Growth of Revenue and Net Income by 150% and 35%, respectfully, within an eighteen month period.
Increased net profitability of company by 180% in one year, through sales innovation and market share growth.
BSBAMarketingUNIVERSITY OF CENTRAL FLORIDAOrlando, FL | 2005Marketing
Bachelors of ScienceBusiness Administration Marketing and ManagementUniversity of Central Florida's School of BusinessBusiness Administration Marketing and Management Display of effective team leadership, collaboration, ethics, and problem-solving. Extensive emphasis on marketing strategy, research and analysis, strategic planning & management, project management, organizational management, and P&L / Revenue analysis.