BECKI J. LAST

**** ****** ****** ? Bethesda, MD *0816 ? Mobile: 301-***-**** ? Email:

abhl55@r.postjobfree.com

SENIOR MARKETING PROFESSIONAL

Innovative marketing strategist and corporate leader of enterprise-wide

initiatives that build remarkable, highly differentiated brands resulting

in new business development and sustainable growth. Driver and champion of

transformational programs who is able to gain executive sponsorship, build

internal support at all levels, and lead cross-functional project teams

that deliver exceptional results.

Senior Marketing Professional with the acumen and passion for leading

meaningful change, growing brands and developing strategies that inspire,

define the customer experience and deliver superior, world-class results

Recognized for extensive knowledge and hands-on experience defining the

marketing requirements for new products and services

Tenacious performance motivator, with very strong vertical and lateral

management skills defining team roadmaps, managing team budgets, and

providing high level direction to encourage the professional development of

multiple direct reports

CORE COMPETENCIES

. Strategic Business Planning & Analysis

. Team Building & Cross Functional Synergy

. Customer Relationship Management

. Product Launch & Go-to-Market Strategy

. Defining the Customer Experience

. Defining Team Roadmaps

. Sales Forecasting & Promotions

. Positioning & Target Marketing

. Research, Competitive & Market Analysis

. Executive Sales Presentations

RECENT EMPLOYMENT EXPERIENCE

TIME WARNER CABLE, Herndon, VA

2008-Present

Director, Mobile Services/New Venture Marketing Strategy (2010 - Present)

Acting Director/Consultant, Mobile Services Marketing Strategy (2008 -

2010)

Instituted the creation of, and established value in, the product marketing

strategy role. Act as product advocate, successfully translating product

capabilities into valuable market opportunities and customer benefits.

Given full responsibility for ensuring the accurate development and

execution of activities to include: research, competitive analysis, target

segment and value proposition definition, positioning development, product

roadmap and requirements definition, pricing, promotions, and ROI analysis.

. Redirected the Smart Home Security product value proposition to

provide the greatest market opportunity, enabling TWC to redefine the

growth trajectory of the home security category. Evangelized the new

value proposition internally, and re-architected the product

experience to reflect the revised positioning.

. Defined the mobile applications and services roadmap that would

differentiate TWC, and enable the company to grow beyond the customer

perception of an in-home service provider.

. Architected the pricing strategy and determined the launch price plan

suite for the Mobile Internet product.

USA TODAY, McLean, VA

2005-2008

Director, Integrated Product Marketing (IPM) (2007-2008)

Promoted to command the activities of a geographically dispersed team that

controlled product development, category marketing, partnership development

and sales support for USA TODAY, USATODAY.com, USA TODAY Mobile and Open

Air Magazine.

. Instigated a rapid prototyping concept to product development that led

to the advancement of six new brand franchises every six weeks, which

generated over $40M in new advertising revenue opportunities.

. Conceptualized and introduced a market-share based approach

prioritizing advertising sales support efforts through a category

prioritization model.

. Advocated the institution of a Customer Relationship Management (CRM)

system that yielded a higher quality output, diminished office time

for sales staff, and the ability to measure team success metrics/ROI.

Senior Manager, Marketing (2005-2007)

Selected to manage team assembled to handle USATODAY.com brand

communications, digital product development and advertising sales

solutions/support.

. Crafted a marketing communications calendar and related process to

rectify inefficiencies and improve allocation of limited resources.

. Pioneered the marketing strategy/campaign for the re-launch of

USATODAY.com's Travel section.

. Served as an instrumental contributor to the USATODAY.com advertising

sales support team that originated collateral, sales packages and

customized advertiser solutions, this led to ad sales revenue boosting

by 30%.

SPRINT NEXTEL CORPORATION (FORMERLY NEXTEL COMMUNICATIONS), Reston, VA

2003-

2005

Marketing Manager

Rapidly advanced through a series of increasingly responsible positions to

the final position of Marketing Manager, High Value Individuals designated

to devise and implement the 2005 marketing strategy, budget and forecast

for the business unit. As Manager of Strategic Marketing Services,

participated in a team designed to evaluate opportunities with potential

partners from the cable, telecom and entertainment industries; provided

expert advice on how to extend their brands into the wireless space. As

Manager of PTT Products & Services, guided the early marketing strategy for

the next generation of Group Connect, including defining the user

experience requirements and pricing structure.

. Propelled a national "Back to School" campaign aimed at college

students, alumni and K-12 educators.

. Originated the customer and sales channel experience product

requirements for the Disney Mobile launch.

. Organized the end-to-end internal and external marketing communication

plan to re-launch the legacy Group Connect service and launch the

Group Connect management tool.

MCI WORLDCOM, Arlington, VA

2001-2002

Senior Staff Specialist II - Product and Promotions Manager (2002)

Senior specialist appointed to examine the domestic long distance

promotional suite to guarantee optimal return on investment through

effective observation of telemarketer use, accumulation of field feedback,

investigation of sales statistics, and working with the sales and customer

service channels to maintain and raise performance.

. Authored and launched three promotions simultaneously as part of a new

domestic long distance promotional suite that amplified sales by 5%

each hour.

Product Marketing and Partnership Marketing Rotations (2001-2002)

Essential marketing professional hired to execute a prepaid calling card

industry analysis that was utilized to determine the pricing, positioning

and features of the MCI prepaid calling card products and promotions.

Decommissioned a partnership program that was negatively impacting revenue,

and guided the customer communication and direct mail drop.

EISNER COMMUNICATIONS, Baltimore, MD

1997-1999

Strategic Planner/Account Planner

Brought on board and challenged to design and institute the marketing

strategy for Fair Oaks Mall, the Maryland State Lottery's Keno game and the

Lottery's Scratch product portfolio by conducting situational analyses,

gathering consumer research, identifying products' core capabilities and

competencies, and defining consumer segments, targets and product

positioning. Interviewed over 2,000 consumers of all ages and from all

ends of the economic spectrum, both individually and by moderating focus

groups; identified marketing strategies through analysis of this data.

. Initiated, created and executed a mystery shopping program which

slowed the decline in decreasing Lotto sales for the Maryland State

Lottery by 11%.

. Developed a strategy and recommended product designs for the Maryland

State Lottery's Scratch-Off line as part of a team that increased

sales by 36% from FY '98 - FY '99.

PREVIOUS EMPLOYMENT EXPERIENCE

Marketing Intern, Books-For-Cooks.Com, Columbia, MD

Strategic Planning/Account Planning Intern, PAGANO, SCHENCK & KAY, Boston,

MA

Broadcast Media Intern, MULLEN ADVERTISING, Wenham, MA

Media Intern, ARNOLD COMMUNICATIONS, Boston, MA

Publicity Intern, ALLIED ADVERTISING, PUBLIC RELATIONS, Boston, MA

Media Intern, INGALLS, QUINN & JOHNSON, Boston, MA

EDUCATION AND PROFESSIONAL DEVELOPMENT

Master of Business Administration, University of Maryland, Robert H. Smith

School of Business, College Park, MD

Concentration: Marketing, 3.85 GPA

Bachelor of Arts in Psychology and Journalism - Cum Laude, Brandeis

University, Waltham, MA

AWARDS AND RECOGNITIONS

Nominated for Team Manager of the Year, Gannett ? Awarded Marketing MVP for

partnership development, marketing and strategy work, Sprint Nextel

Corporation ? Received IPAM Top Innovator Award for protecting intellectual

property, Sprint Nextel Corporation ? Received Spot Bonus Award for

initiative, creativity, dedication and exceptional performance, Sprint

Nextel Corporation

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