BARBARA PARKER

**R SHAFER PLACE • HACKENSACK, NJ 07601 • ab83if@r.postjobfree.com • 917-***-****

SUMMARY

Program management and administration professional with extensive marketing, project management, live

awards and event expertise. Specialize in event implementation and management, marketing and advertising

campaign strategy, award and event execution, sponsorship negotiating, planning, and budgeting. Well-

developed organizational, managerial, analytical, and interpersonal skills. Strong relationships and credibility

with senior management, clients, and partners.

PROFESSIONAL EXPERIENCE

DIRECT MARKETING ASSOCIATION, NEW YORK, NY 2004 PRESENT

Director of Award Programs

Successfully produce, implement, and manage International ECHO Awards, Hall of Fame Awards, Innovation

Awards, and Marketer of the Year Award programs. Includes marketing and advertising campaign strategy,

manage on-line campaign entry and database system, judging programs, award ceremonies and galas, and work

with talent agency for ceremony host. Develop and manage strategic partnerships, work with 3 Advisory

Boards; volunteers, interns, and 2 paid staff employees. Develop and execute $3 million budget.

• Increased ECHO campaign entries by 11% resulting in an 8% increase in revenue.

• Direct and manage strategic partners in the creation and implementation of award competition call for

entries marketing campaign, competition website, and award program books.

• Formulated an ECHO $800M strategic branding proposal. Includes co-branding partnerships, volunteer

judge recruitment program elevating perceived statue of volunteer working committee, as well as

stature of the awards.

• Developed and implemented grass roots marketing and promotion strategy for new singular awards.

• Direct and manage the Production Company in the design, creative, flow, and production services for

the presentation of the ECHO awards recognition ceremony, as well as the video montages and

ceremony flow for the Hall of Fame Awards and the Marketer of the Year Award.

• Customized and launched a web-based entry system.

• Elevated stature of ECHO awards ceremony and increased awareness of the competition worldwide.

• Elevated stature of Hall of Fame Awards, producing stellar nominations and inductees.

NASDAQ, NEW YORK, NY 1994 2002

Senior Manager, Marketing & Corporate Events Corporate Client Group (1997 –2002)

Senior Marketing Manager Business Development Group (1994 – 1997)

Develop client relationships by identifying, marketing, and managing 100-150 annual sponsored events,

conferences, and customer relationship programs to gain new business opportunities includes lead generation,

relationship building with influencers, increase NASDAQ visibility, and co-branding development. Developed

and implemented a strategic plan for sponsorships to support business goals. Developed and executed $3.6M

sponsorship and event budget. Created and implemented business development marketing strategy for new

business.

• Identified, negotiated, and implemented corporate sponsorship and event customer relationship

programs to meet lead generation and retention goals, and develop co-branding partnerships.

• Implemented, directed, and managed NASDAQ sponsorship of sports programs and golf outings;

including NASDAQ 100 Open (formerly Ericsson Tennis Open), US Tennis Open, The Masters Golf

Tournament, Ryder Cup, NY Giants, Yankees and Mets suites and tickets.

• Created, negotiated and implemented the NASDAQ Sports Product of the Year Award with a sports

marketing organization to increase awareness of sports companies listed on NASDAQ, and strengthen

market share.

• Negotiated and managed NASDAQ sponsorship of the Ernst & Young, Entrepreneur of the Year Award

Program, the Deloitte & Touché Fast Fifty Achievement Recognition Program, and sales recognition

programs.

BARBARA PARKER P. 2

• Successfully directed and managed NASDAQ participation in annual trade show including the Financial

Executives International Conferences, NIRI Annual Conference, SIA and STA Annual Shows, and STA

Regional Shows.

• Identified and worked with Financial Executives International in development of a customized

sponsorship program for the CFO's of NASDAQ listed companies.

• Instrumental in soliciting member firm participation in NASDAQ sponsored events/conferences.

• Developed and directed marketing department in the communications strategy, direct marketing

campaigns, and product packaging specifically targeted to CEOs, CFOs, and corporate influencers of

private and publicly traded companies.

• Restructured and consolidated sales kit to meet prospect's needs, designed content and managed process

of business development laptop presentation.

• Managed listing ceremonies and merchandising (gift) program for prospects and listed companies,

established use of multimedia market site for listing ceremonies, and created and developed a

commemorative listing standard.

• Directed and managed the marketing and event planning for NASDAQ’s sponsorship of the 1996

member firm syndicate this year's sponsorship being the most successful in NASDAQ’s history.

• Formulated a marketing strategy to increase awareness and facilitate lead generation for the investment

banking community resulting in a 15% increase in sales calls.

AMERICAN INSTITUTE OF CHEMICAL ENGINEERS, NEW YORK, NY 1991 1994

Publication Sales/Marketing Manager

Recruited to redirect and maximize marketing efforts for Institute's publications. Included Chemical

Engineering Process (a BPA audited monthly), 5 engineering journals, and technical engineering books and

software packages. Prepared and executed annual budget of $1.5M.

• Restructured marketing to accommodate book and periodical goals through advertising, test, and

targeted marketing.

• Created and directed the execution of a subscription fulfillment and renewal program for periodicals.

• Overachieved periodical subscription goals by 10%, and implemented a list rental marketing campaign

resulting in a 30% increase in revenue.

• Upgraded publications fulfillment system to utilize latest computer technology, resulting in a smoother,

cost effective and customer oriented product.

• Managed a staff of 5 publications, subscription, and fulfillment coordinators, marketing assistant, and

administrative assistant.

BUSINESS WEEK MAGAZINE (MCGRAW-HILL PUBS.), NEW YORK, NY 1980 1990

Marketing Services Manager, Business Information Program (1988-1990)

Assistant Marketing Manager, Business Information Program (1984-1988)

Marketing and Operations Coordinator, Business Week Executive Programs (1980-1984)

Directed and executed sales marketing efforts for new business and retention. Managed and directed advertising

agency in the creation and production of marketing sales kit materials, presentations, advertising, direct mail,

and 3-dimensional packages. Developed and executed $1M marketing budget. Developed, designed, and

implemented customized advertising programs (poly-wrap, overcoat, and inserts). Coordinated the marketing

and promotion for U.S. and International conferences, managed conference and trade show logistics.

• Introduced a targeted 3-dimensional marketing concept resulting in a 70% increase of sales

appointments, and instituted a series of subscription renewal letters, which improved response rates by

19%.

• Managed sales meetings, editorial receptions, advertising category programs, and Business Week events

at the 1989 Presidential Inauguration.

EDUCATION

BA, Economics, Fordham University, New York, NY

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