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Are Your Customers Listening? ORGANIZATIONS are finding the line between Marketing and Sales increasingly blurred, with buying cycles no longer neat and linear. TODAY, building demand and sustainable competitive advantage relies on engagement to spark ...CONVERSATIONS ...RELATIONSHIPS ...COMMUNITIESMy forte, or metier, is finding and connecting with customers across multichannel touchpoints to build profitable relationships. By design, I've spent time in corporate, agency, professional services and vendor/consultative sales environments, practicing marketing from blue-sky to nuts 'n bolts, and leading blended cross-functional and distributed teams in both start-ups and F500 firms. The work continues to spark my passion. I'm drawn to the intricate synthesis of right and left brain thought, and challenge of guiding and empowering the diverse teams who produce outcomes that are at once visually engaging and able to elicit an emotional response, yet grounded in data, metrics and code. My mantra: Intelligence paid for by sales.

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Me`tier? - /met/yay/

1. Calling; vocation; or profession

2. Field or activity at which one excels; a forte.

ORIGIN: French, from the Latin ministerium, or 'service'.

METIER

CAROL LYNN MARTENS

PORTFOLIO

Intro

PORTFOLIO

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Intelligence Applied. Performance Measured. In the links below you'll find nearly every facet of the Marketing mix, and highlighs from a career in Direct/Database Marketing and CRM spanning every stage of the process from ideation through launch to back-end analysis. You'll also find artifacts from the architecting of the systems and data infrastructures that are the brains and engine driving demand across Marketing and Sales from industries spanning Technology Hardware, Software and Internet, to Financial Services, Telecomm, Retail and Publishing.My affinity for technology finds me equally at home leading teams of Developers, Programmers, Analytics and CRM resources, as well as Sales, Product Managers, and Creative resources in the builiding of campaigns, marketing automation tools, and customer intelligence frameworks.See more under ABOUT, where you'll find links to additional project artifacts, awards, recommendations, and examples of industry thought leadership.

See More Portfolio Highlights

Multi-channel

MULTICHANNEL

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Multi-channel slides
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Propeller Head. Creative Spirit.There's never been a more exciting time to be a Marketer. On one hand we're challenged by compressed lifecycles, fast-shifting competitive landscapes and purchase behaviors evolving in ways we'd not have anticipated even three years ago. At the same time, exciting new platforms and tools are emerging. Just as quickly, legacy systems and databases are being stretched; requiring many firms to retool in order to stay competitive. Capitalizing on 3.0 opportunities will require a deft hand - one equally skilled at synthesizing data and intelligence, to then using these insights to craft Messaging and Creative that resonantes. As new tools, platforms and channels emerge enabling us to be smarter and nimbler, market dynamics can still change in the blink of an eye leaving even the best marketer with slim margin for missteps or squandered resources. The blurring between Marketing and Sales, and fracturing of traditional media signals profound shifts in consumer behavior. As marketing evolves from push to pull and transactional to relationship - data is the key to success. As a Multichannel and technology-based Marketer, I'm essentially channel-agnostic. Instead, I'm focused on creating and managing data-driven demand generation engines which deliver targeted messaging across direct, digital and social channels on a mass customized basis - capturing intelligence at every touchpoint, and triggering the next point of engagement.Because whether the interaction occurs on a landing page tied to email and/or direct mail, an interstitial, live chat, widget placed on a blog, or a webinar, offline event, or bit.ly URL on Twitter, each exchange is captured and triggers the next point of contact - be it mobile or desktop - without missing a beat. As we move from a 2.0 to 3.0, data will be Marketing's next 'big thing'.The future of Database Marketing has arrived.

Online

ONLINE

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ConnectingThe Dots with Technology-based MarketingFor me, it all started with a cognitive theory called "Low Involvement Learning", which demonstrated that when two or more senses are engaged, perceptual barriers are lowered. This was first applied in Education, but as a Marketer, I saw the power of a computer screen to present information in a multi-sensory format and the ability to deliver precision targeted messaging.Working in Silicon Valley provided a front row seat, and I've been marketing online since Compuserve, AltaVista and ASCII, watching the internet morph into the web, and emerge as a channel that's evolved from email and banners, to search and social platforms with still far-reaching potential for transforming behavior and marketing. The Cluetrain Manifesto, which first debuted as a Fast Company article in '97, remains my touchstone. One of it's core hypotheses affirms what direct marketers have long understood: Markets are ConversationsFor decades marketing and sales metaphors have been largely linear - streams, funnels, and pipelines. In a world where digital technology influences every channel and marketing outreach, it's clear this no longer applies. The latest wrinkle in our evolution: demand generation, reflects a growing awareness of the profound shifts in purchase decision behaviors, and adapting traditional outbound tactics to respond to marketing's evolution from a one way to two-way conversation occuring across online and offline channels. Working in database-driven direct and interactive marketing also honed my focus on the convergence of traditional and online media. Nearly every initiative I've developed or executed over the past decade has incorporated online elements; and often community building components as well.Driving demand and revenue in a 2.0 world requires an intricate interplay of two-way conversations designed to spark engagement and move prospectis from awareness to affinity, to grow relationships - the dynamic applies no matter if you're targeting consumers or business. The engine driving these conversations across direct, digital and social channels is the database, and customer intelligence the fuel. Without them, you're flying blind - and without data there are no metrics to justify spend.How one captures, and aggregates the data, then uses it to deliver messaging that resonates across channels and platforms is ever-changing. Charting a profitable course takes a practiced hand, and the ability to balance theory and implementation, amidst the hype of emerging tools and platforms.

Direct

DIRECT

In the Beginning There Was MailThe digital realm of interactive, e-commerce, and social media can trace its roots to the core tenets of direct marketing. Before the web, offline direct channels were the first to use targeting, segmentation, CPC/CPA metrics, variable offers and messaging, CRM systems, and predictive modeling. Fast forward to 2011 and we've come full circle with direct getting a fresh look as marketers look for cost effective demand gen tools for a recovering economy.From the beginning, I was attracted to the synthesis of right brain - left brain thought required by database and direct marketing. I also saw the power of customer intelligence to frame targeting, offer, and creative, using early psychographic models from SRI, and geodemographics from CACI and Claritas to link consumer data to physical address. At the same time DM provided the rigor of a learn-test-learn approach, and the tools to understand what worked, and what didn't from every initiative. Applying these insights to drive continuous improvement is as valid today as it was then. I couldn't have asked for a better training ground. These skills have informed nearly every aspect of what we now define as technology-backed marketing - from understanding how to deliver messaging compelling enough to elicit a response, to the mechanisms for capturing the intelligence from that exchange. I began building marketing databases before they were called CRM systems; working on the cutting-edge of DM as it evolved from direct mail to multi-channel demand generation. There are not many marketers who can move seamlessly between online and offline channels, and who also understand both the front-end of user experience, and the nuts and bolts of back-end systems. Who know what it takes to build and operate a marketing machine that works like clockwork to drive measurable returns - online and offline.

Print

PRINT

Savvy Marketers Still Put it on PaperNo matter how digitally focused the business or product mix, print remains in the repetoire of nearly every marketer. From collateral to catalogs, paper's highly mutable nature provides an almost unlimited canvas to express brand and value; which is why it continues to be a workhorse in the mix.My first exposure to the printer's art came as an Editor on my junior high yearbook; knowledge I used in my first entrepreneurial venture: creating collateral for small businesses in the town where I grew-up. At 14, I'd sell the idea, develop concepts , get printing bids, write copy and design the layout, then oversee production. Several hundred million pieces later it's still fun!Digital print production techiques now also make it possible to deliver variable content and personalized messaging on the fly - and still meet CPA metrics. Putting something tangible in your prospect's hand has the power to spark response even months later - and can often be the difference between closing the sale or a missed opportunity. Well considered solutions - no matter if you're targeting consumers or business - need to be powerful enough to elicit response in the blink of an eye. Knowing what chords to strike comes from understanding the data.Exceptional outcomes are the synthesis of intelligence applied to the design and the creative process to generate visuals able to convey brand value and spark conversation. If you've got your finger on the pulse, nothing need be overdone - copy and art work in concert to engage your audience - from identity to collateral, direct mail or downloaded white papers.Because many people still prefer information in tangible form - particularly if the purchase is significant - tailoring contact strategies to the customer's preferred format and channel is the mark of a savvy multichannel marketer.

Events

EVENTS

Engage & CultivateAs Social channels drive disruption across industries old and new, the traditional signposts customers used to navigate purchase decisions have undergone profound change. Out of the fray, Events have emerged with a renewed purpose, and their ability to deliver 'right time, right place' Messaging to a finely honed audience - at an enviable CPA - is perfect for now. As digital platforms have evolved, so too has the ability to deliver differentiated content across touchpoints - from a Twitter chat to hosted webcast or on-demand virtual tradeshow. Events provide a rich array of options able to present content aggregated on the fly based on target audience and point in the Buying Cycle.Events bring your brand and customers together across time and space. I've always loved creating customer experiences, and have developed both Consumer and B2B venues - from Santa Parades and Walkathons, to Art & Wine Festivals, a National Scholarship Breakfast in Washington DC, to Indoor and Outdoor Concerts, retail sales events, to grand openings, Annual Shareholder Meetings and National Sales offsites, tradeshows of every size and B2B confabs like Back in Business for Yahoo in New Orleans. Somewhere between the era of mega-tradeshows and the points when 2.0 webinars could be deployed from the desktop, Events got a bad rap when it came to ROI/ROAS. But put an event in the hands of a direct/database marketer who's adept at CPC/CPA and using customer intelligence to hone targeting, then combine it with multichannel promotion - and it's a whole new game. One with quantifiable returns and long-term demand gen impacts.

Planning

PLANNING + PROCESS

What Isn't Seen Matters MostCreative powerful enough to drive bottom line impacts rarely happens by chance. The engaging content and messaging, UI/UX and compelling offers are just the tip of the proverbial iceberg - because if the underlying plan isn't built well, the caliber of the creative won't matter. Your target audience may never see it in sufficient numbers to impact revenue and meet goals.Getting this right owes much to the work behind the scenes that's rarely seen; because for your target audience the choreography of each succesive touchpoint unfolds with 'right time, right place' precision - moving them through successive phases in their purchase decision cycle, while building brand preference and overcoming barriers at every stage. The Art within the Science.When strategies and tactics are honed from actionable customer intelligence drawn from Analytics, Research and CRM data, the right foundation has been laid. When they're backed by cutting-edge technology and database tools in the hands of skilled practicioners, it's the fuel for real competitive differcence. Without It, ROI Is A Crap Shoot. Smart marketers know that for every minute a prospect spends with content on a landing page or microsite, a direct mail package or email, a widget on a blog, hours of planning will have gone into making targeted delivery of that message possible. The art increasingly flows from the science of marketing. The market sizing, optimal channel spend allocations, predictive response models, LCV metrics, segmentation, behavioral targeting, media mix, data hierarchies and processing specs, creative briefs and campaign matrices are the critical underpinnings. The key is knowing which levers to pull, and given industry, business and product lifecycles what composite of strategies and tactics will yield maximum return from among a vast array of options.Applied Experience is Everything in our Industry. For those who would entrust their success to untried short-cuts or resources with little real world experience, history tells us the risks often outweigh rewards.I've spent years honing my craft, and my sometimes unconventional career path was motivated by a goal of learning interactive and database-driven multi-channel marketing inside and out, and from every vantage. By design, I've spent time in corporate settings, professional services, and vendor/consultative sales environments, and practiced marketing from blue-sky to nuts 'n bolts; and led blended teams in start-ups, and non-profits to F500 firms. When all is said and done, marketing is about sparking conversations - and by extension, relationships and communities. Developing actionable insights to foster relevant conversations is the objective. In a world of compressed lifecycles and expanding choice, purchase decision cycles are now rarely linear, but evolve across a multichannel interplay business no longer controls. How one captures, and aggregates the data, then uses it to deliver messaging that resonates across channels and platforms is ever-changing - and keeps the work endlessly interesting.

Metrics

METRICS

Marketing By the Numbers Sampling of reports above extends beyond Marketing to include business Ops and revenue management documents selected from across the revenue generation cycle, with examples of Sales forecasts, campaign planning and response analysis, annual planning, budgeting, and quarterly reporting. Note: to preserve proprietary information I've not enabled slides to expandAs business leaders increasingly look to Marketing to justify spend and deliver measurable ROI, perhaps it's no surprise we're seeing direct marketing skills become increasingly sought after because DM required this rigor all along. Direct marketers live by the numbers, and wouldn't have it any other way.

Brands

BRANDS

Here's a quick overview

W RK IN PROGRESS

Working Brands Page

BRANDS

NETWORKS

METIER

THOUGHT LEADERSHIP & AWARDS

Metier Found.The work continues to spark my interest and passion. I'm drawn to the intricate synthesis of right and left brain thought, and challenge of leading the diverse teams who produce outcomes that are at once visually engaging and able to elicit an emotional response, while grounded by data, metrics and code. Growing up in Silicon Valley instilled a passion for technology, data and innovation, along with an entrepreneurial drive. Invariably I'm looking for missed gems and white-space opportunities in the numbers. Markets are indeed conversations - and I still share The Cluetrain Manifesto that first appeared in Fast Company in 1997 with my team. At the same time, technology and online channels have transformed the craft and science of marketing and sales. Creating engagement through messaging targeted with pinpoint precision then delivered via triggered addressable media signals the next wave in our hyper-digital evolution. Welcome to the future... I wouldn't miss this for anything, because we have a front row seat as shifting consumer behaviors meets the tranformative potential of database-driven multichannel marketing. We're realizing the promise and power of personalized solutions delivered across online and ofline touchpoints - something we've been been talking about for two decades.

ACTIONABLE INSIGHTS. MEASURABLE IMPACTS.

ABOUT

ABOUT

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Carol Lynn Martens has helped some of the world's most recognizable Consumer and B2B brands define, understand, and engage with customers to build profitable relationships.She's managed scores of campaigns, promotional initiatives and marketing programs of national and global scope, netting over $1 Billion in revenue for firms such as Dell, Yahoo, Intuit, Apple, IDG Publishing, Bank of America, and Charles Schwab; and worked with top agencies like Grey Direct, O&M and FCBDraft. Areas of expertise:Strategic PlanningMarketing and Annual PlansBudgeting, Forecasting, ReviewCampaign Management, ExecutionDemand Generation + Conversion CyclesDirect Marketing - Mail, Email, OnlineTelemarketing - Inbound + OutboundDatabase/CRM Systems, SegmentationFile Hygiene, Enrichment, ListsCustomer Intelligence - Analytics, ResearchContact Strategies - Acquisition/RetentionEvents - Online/OfflineMarketing Technology, AutomationSite Design - UI/UX, e-CommerceInteractive, Rich Media Social MediaProduct - Ideation, Development, LaunchCreative DevelopmentPromotions, MerchandisingPublic RelationsInternal CommunicationsProduction - Traditional + Digital MediaMedia Planning/PlacementConsultative sales, Account ManagementSales CollateralSales Integration, Lead NurturingDelivering exemplary outcomes has been the catalyst for national marketing and industry awards including a key role in Yahoo's win of the DMA's top annual marketing honor, plus Y's internal award for marketing excellence - the Purple Cow. Earlier in her career, Carol Lynn garnered an ICSC MAXI nod, and a mention in Forbes magazine for an innovative campaign strategy developed for Bank of America. A Silicon Valley native, she thrives on innovation, building process around ideas, and using intelligence from Analytics, CRM and Market Research to uncover white-space opportunities. Carol Lynn is an alum of Northwestern's Kellogg Graduate School of Management EDP - where she was voted female class leader in a program of 53 selected from over 3000 applicants; and SJSUs well-known Journalism program, where her investigative reporting caught the eye of San Francisco Examiner editors, and she was invited to join the reporting staff covering state water issues while a student. In addition, she authored a new Creative Platform for Valley Medical Center in San Jose winning a county-wide competition among Advertising students juried by top Valley marketing/advertising/PR professionals.

DOCUMENT LIBRARY

DOCUMENT LIBRARY

W RK IN PROGRESS

WINDOW TREATMENTS

INTERIOR SOFT FURNISHINGS DESIGN

CV

Click here to visit my CV site: http://www.visualcv.com/clcmartens

CURRICULUM VITAE

Profile & ValueActionable Strategies for Growth - Silicon Valley native combines entrepreneurial drive with a deep affinity for technology-based and data-driven marketing, leading cross-functional teams in the develoment of precision targeted solutions that deliver real revenue growth.Customer Intelligence Acumen - Synthesize insights from Market Research, Analytics and CRM systems to uncover emerging trends and unmet needs, formulating multichannel demand generation strategies fueling measurable impacts.Demand Generation Expert - Develop integrated touchpoints incporporating offline print and broadcast media, events, direct, digital - from banners and search to email and podcasts - plus social channels, to build engagement and fuel acquisition and retention/loyalty initiatives, guiding right time, right channel delivery of addressable media, and triggered and dynamic content.Grow Teams as a Competitive Advantage - Proven leader with coach and mentoring style who empowers breakthrough thinking to deliver successful outcomes. Build and galvanize diverse teams who perform beyond expectations.Qualifications & ExpertiseStrategic & Campaign Planning Acquisition, Retention/LoyaltyDatabase, Customer IntelligenceOnline SEM/SEO, e-Commerce, Social Acquisition, Retention/LoyaltySegmentation, Predictive IntelligenceAffiliate, Partner, Co-opMetrics, Reporting, DashboardsCRM/iCRM Oracle, Unica, Omniture Cross-functional, distributed teams Budgeting, Forecasting, ContractsP&L Management, EBITDAEXPERIENCEGlobal Segment Manager, Strategy Lead - Medium Business 2010 Dell Computer, Inc. Round Rock, TX Charged with bringing MB Segment Management role from ELT vision to reality for $1 Billion business, establishing reporting streams, process and forging relationships across global organization from BI to Sales supporting development and launch of CRM campaigns on a quarterly cycle. Partnered with regional Marketing, CRM, Database and Analytics teams to pilot, train and launch programs. As member Strategic Planning authored MB sections of Global Guidance, identifying market and product opportunities at country and regional levels. Six month contract.> Championing evolution from transactionally focused single touch and LOB-centric campaigns to multi-touch LCM/Lifecycle approach supported by trigger-baseded multi-LOB strategies aligned to segmentation, predictive spend and buying cycles. > Rolling out new Behavioral Segmentation globally, providing regional teams with tool to effectively target new Solutions Tracks Marcom over multiple quarterly cycles. Partnered with Analytics in selection of schema from among two piloted approaches, liaising with both external provider and internal stakeholders in development, and testing/validation of models in regional campaigns. > WIP - check back soon or download Word doc above. Web issues. Thanks!General Manager/Vice President, Publisher 2006 - 2008 Who's Who Among American High School Students, The National Dean's List Austin, TX Educational Communications, Inc., Publisher of Who's Who volumes in education sectorRecruited to turnaround mature-stage business with august brand, developing multi-year plan migrating direct-to-consumer business from offline channel focus to subscription-based online model with rich media and social networking capabilities described as LinkedIn_School. NYC PEquity firm acquired business from founding family for $52 million. Economic downturn impacted turnaround and resulted in shuttering of business.> Led one of three business units within $400 Million organization, reporting to CEO and Board with 17 direct reports including Directors of Marketing, Production, Operations, Database, Customer Service, with dotted-line relationships to CFO and Finance, CTO and Systems, and Human Resources. Oversight of outsourced U.S. and offshore teams of 75+ in Systems, Data, Creative, Distribution, and Sales/Service.> Re-engineered 40 year-old firm from Systems to Customer Service, authoring business plan, repositioning brand, updating product mix, mapping social channel and community development, site design and UI/UX, e-commerce strategy, plus multi-phase digital platform systems development. > Evaluated prospective M&A opportunities, participating in multiple due diligence initiatives for PE firm, both individually, and as member of cross-functional team at AAC/ECI.> Catalyst for $9 Million design/build of customer database and dynamic content management system enabling move to digital business model, taking system from concept through multi-phase, multi-partner design/build with oversight of distributed U.S. and India-based development teams. > Reduced customer acquisition costs by 71% by moving traditional direct mail lead generation and conversion cycle to an end-to-end digital stream; taking labor-intensive and error-prone manual process previously requiring an average of 12 weeks to less than 4 weeks netting savings of over $1.5 Million in first year with over 20% higher conversion rate. Improved data quality of product and enhanced customer experience for over 500,000 annual consumer, partner, affiliate and B2B segment participants. > Spearheaded e-commerce development, launching initial retail microsite in less than 10 weeks; and deploying first promotional email campaign during period, netting 32% increase in retail sales, with nearly 90% coming via online channel. Proof of concept spurred broader e-commerce initiatives and offerings, driving almost 50% increase in revenue derived from online channels in first two quarters.> Oversight of private-label credit card portfolio for three affinity group segments. Renegotiated MBNA/Bank of America contract, netting double-digit savings in every element of program, re-energizing acquisition/loyalty programs. Slated to launch new co-branded debit card for category.> Renegotiated intricate contracts, some in place for over 20 years, resulting in $3 Million annual savings for business. Updated over 50 partnership agreements with education sector associations and providers.> Sparked bellwether changes in sector, prompting one competitor to cease production/publication and a second publisher to initiate merger/acquisition discussions.Senior Marketing Manager 2005 - 2006Yahoo!, Inc. Burbank, CALed direct-channel acquisition and retention/development initiatives for Yahoo business-facing properties targeting SMB and SOHO segments, which included Small Business, Hot Jobs, YSM Affiliates, Publishers Network and principally Search, which was Yahoos single largest revenue stream at time, generating $52 million in revenue for firm, with DM-based programs delivering 44% of new advertiser volume for Search. > Transformed DM program in 100 days, taking it from a mass-market Consumer structure with an Innovator/Early Adopter focus to a framework suited for a B2B SaaS product targeting an Early Majority SMB/SOHO population, which was the primary sector of opportunity for Search and Small Business properties. > See 100 Days presentation highlighting key changes and cost savings prepared at executive management's request.> Member of team enabling Yahoo! to win the DMA's Direct Marketer of the Year Award one of my Performance Goals. Provided grounding in best practice database/direct marketing from campaign planning through reporting, uncovering overlooked opportunities that yielded 2X increase in SMB prospect universe, plus netted first year savings of over $1 Million in $10 Million offline budget.> Sparked transformative initiatives, such as first-time segmentation for SMB market creating a firmographic profile and linking behavioral data to begin development of Enterprise Personae system for business-facing properties. Established cross-functional teams focused on LCV metrics, Single Customer ID, and behavioral models; creating first-time partnerships across Analytics, Research, and Product silos.> Tapped to lead session at International Marketing Summit on database-driven direct channel acquisition for Yahoo global properties. After learning needs, established consortium enabling APAC/EMEA Overture sites to launch first multichannel direct acquisition initiatives capitalizing on estimated $17 Million opportunity in markets from Australia to germany .> Recognized for marketing excellence in first nine months at Yahoo! receiving Chief Marketing Officer's Purple Cow Award. Average tenure of prior award winners at Yahoo over three years.> Primary client-partner of internal agency of 20+, framing strategy and liaising with Creative and Art Directors, Programmers, Creative and Production teams with oversight of multi-channel SMB campaigns. > Co-chaired Back in Business event in New Orleans targeting businesses impacted by Hurricane Katrina. Responsible for look and feel of event, session planning, creative development, merchandising, microsite, media buys, and PR - garnering national coverage. Senior Database Marketing Manager 2004 Intuit, Inc. Mountain View, CAJoined new internal agency chartered by Chief Marketing Officer and charged with providing strategic direction and campaign planning to nine decentralized business units, each operating independently while competing in overlapping markets. Group provided strategic guidance for multichannel acquisition/loyalty initiatives, and coordinated contact strategies across business. Group disbanded after CMO departed.> Managed initiatives for business units within QuickBooks group: Point of Sale, Merchant Services, Payroll, Enterprise Edition and QuickBooks Core, leading acquisition, cross-sell and retention/upgrade programs supported by Unica CRM platform. Member of cross-functional team developing and deploying annual campaign with over 15 million contacts flighted on and offline over 60 day period, driving response via email, mail and phone to offer-based microsites and sell pages within Intuit site. > Initiated Predictive Profiling and Contact Optimization project using model-generated intelligence to identify firmographic data points most likely to predict response and purchase. Cross-functional team also sought to identify which track-able leading indicators in a business lifecycle presaged purchase decision behaviors, and provided most salient predictors for a range of cross-sell opportunities.Teacher 2001 - 2003Santa Cruz City Schools & Calaveras County, CA Santa Cruz, CATaught Economics, American Government and Algebra at secondary school level. Developed and led team-based program teaching conflict resolution, leadership, and life skills under Baldrige in Education grant.President/Founder 1990 - 2004IMMedia - Interactive Marketing Media Palo Alto, CAVice President, Partner IMGI - Independent Marketing Group, Inc. San Jose, CAFounded direct/digital marketing services agency focused on integrating online channels with offline direct marketing strategies to create cohesive multichannel initiatives for consumer-facing and B2B clients, generating nearly $1 Million in new business during first year. Led Account, Creative, Production and Development teams in strategic planning and delivery of database/CRM systems builds, and development/deployment of acquisition and retention initiatives for clients such as: Charles Schwab, USVenture Partners, Trendwest, AT&T, Apple, and IDG Publishing. > Took pilot sales office of timeshare resort developer Trendwest from bottom three to top five rank in less than 12 months using multichannel database-driven strategy with iterative test-control approach netting 11% conversion rate increase with over 20% higher revenue per transaction. > Supported events programs and circulation marketing for IDG Publishing's MacWorld magazine and tradeshow franchise. Worked with Apple Computer on creation and launch of retail channel initiatives, including Apple Card financing product, targeting both Consumer and B2B segments. > Piloted first time segmentation of database targeting $60M SOHO opportunity for SBC/AT&T, enriching files to produce actionable and predictive insights, evolving product mix and acquisition strategies from analysis. Spearheaded creation of an Affiliate Network and co-op points-based loyalty/rewards program. > Oversight of blended internal/external teams leading multi-phase initiative taking Legato Systems Retention/Loyalty program from haphazard warranty card file through comprehensive hygiene and enrichment supporting launch of multichannel strategy aligned with CRM system to deliver regionalized lifecycle-based sales/service support programs. EARLY ACCOMPLISHMENTS> As Client Services Director at Vision Integrated Marketing, led business development initiatives with oversight of Account teams, generating $6M in new billings for multichannel direct/database agency. > Created and piloted three-day retail sales event for Apple Computer and partners including Electronic Arts and Broderbund, generating approximately $1 Million attributable to first event, which was then packaged as a 'kit' and rolled out to dealer channel nationally. > Worked with DM industry guru Les Krupp, whose family firm Krupp-Taylor acquired as the cornerstone of FCBDirect/DRAFT, learning data processing and production side of business at MMI/Dimac. As Sr. Account Manager in consultative sales/service role achieved top three rank on sales team working with F500 firms, start-ups and agency clients including O&M aND Fcb, plus smaller shops where I integrated as client-facing DM resource.> Invited to join GreyDirect as Sr. Account Executive on Bank of America|Charles Schwab's $52 Million National Expansion account with card products the centerpiece of multi-pronged acquisition strategy. Catalyst for basing creative on VALS psychographic typology linked to PRIZM geodemographic targeting in multichannel campaign, meriting mention in a Forbes article on new 'Science of Database Marketing'. Mailed over 52 Million pieces netting over 150% response lift and 87% activation rate in top of 90+ test cells. > As Assistant Marketing Director and Credit Product Manager, generated 12% center traffic increase and $3.12 Million in incremental revenue for 100+ retailers, developing innovative center-wide promotions and DM-based initiatives recognized by award from industry association, ICSC. > Developed plan and implemented turnaround of private label retail card portfolio, gaining approval from Bank of America for repositioning, driving a 34% increase in outstandings and 22% base growth. Created training program for 400+ employees.EDUCATIONSan Jose State UniversityBA - School of Journalism and Mass CommunicationsMajor: Journalism, Minor: Business - Marketing San Jose, CA > Winner of advertising competition developing Creative Platform for regional medical center. Over 2,000 entries submitted by college students from Palo Alto to Gilroy. Juried by local advertising and marketing professionals.Northwestern UniversityKellogg Graduate School of Management - EDP Evanston, IL > Elected commencement program co-host by peers. This honor accorded to male|female student each considered programs leaders. 3282 applicants > 53 program participants.> Member of Dean Jacob's inaugural Fast track program, now Executive Master's Program

ENGAGE

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