Thomas C. Shirkey

***** ********* ******, **********, ** 33762 . Mobile: 720-***-**** .

abkoy5@r.postjobfree.com

Summary

Marketing executive with a proven track record of building brands and

driving revenue growth. Delivers fiscal results by using creative thinking

and analytical abilities to develop impactful strategies. Uses influence

to sell ideas and galvanize organizational action. Standout qualities

include exceptional strategic skills, superior relationship-building, and

strong leadership. Expertise in:

(Strategic (Brand development (CRM/Database

planning marketing

(Loyalty Marketing (Product (Business development

Management

(Financial Acumen (Communications (Leadership/coaching

Professional Experience

AAA AUTO CLUB SOUTH, 2010 - Present

Director of Loyalty Marketing

Responsibilities:

Lead enterprise-wide loyalty initiatives including the development and

launch of a Member Rewards program. Manage staff of five with

objectives to acquire, maintain, and cross-sell members.

Accomplishments:

. Achieved 87% membership renewal rate through loyalty and communications

programs.

. Repositioned disparate benefits programs under a Member Rewards umbrella.

LOYALTY ADVANTAGE, 2008 - 2010

Principal

Responsibilities:

Provide strategic consulting services to clients in retail,

entertainment, and technology industries

Accomplishments:

. Created marketing plan for software developer tracking towards 300%

revenue growth

. Designed Busch Gardens renewal campaign delivering $1M+ in revenue

. Developed business plan for start-up educational company, attracting

angel investment capital

VIDEO PROFESSOR, INC., 2007 - 2008

Director, Retention & Loyalty Marketing

Responsibilities:

Drive multi-million dollar revenue growth through the development of

retention marketing programs.

Accomplishments:

. Built CRM practice, including segmentation, from scratch resulting in

$10M in incremental sales

. Drove a 9% incremental increase in revenue through targeted

retention/cross-sell programs

. Implemented a Win Back campaign generating $1M+ in incremental revenue

HALLMARK LOYALTY MARKETING GROUP, 1998 - 2007

Relationship marketing agency serving Fortune 500 clients.

Group Account Director (2003 - 2007)

Responsibilities:

Responsible for generating over 50% of total agency revenue

through development of relationship marketing programs for

clients. Managed staff of 10 account executives.

Accomplishments:

. Designed loyalty program for Nestle resulting in a 2 point share gain,

$100M sales growth

. Generated $25M+ revenue gains for State Farm through relationship

marketing programs

. Realized a 12 point lift in retention and 320% ROI through a SeaWorld

loyalty program

. Developed a Wachovia checkcard program which delivered a 44% response

rate, positive ROI

. Drove cross-sell revenue and ROI through the Wells Fargo "At Home"

loyalty program

Marketing Director (1998 - 2003)

Responsibilities:

Responsible for meeting double-digit new business growth goals. Directed

all B2B marketing efforts including advertising/promotion, PR, product

development, & pricing. Managed $2MM+ budget.

Accomplishments:

. Directed business development efforts leading to 63% annual revenue

growth

. Closed over $25M in new business

. Successfully launched new products/services: digital marketing, data

analytics, consumer research

. Generated 500% increase in the number of quality leads in 2 years

. Published author of numerous articles & white papers on the topic of

loyalty marketing

HALLMARK CARDS, INC., 1991 - 1998

Product Manager - Christmas (1995 - 1998)

Responsibilities:

Responsible for managing a $200MM portfolio of product lines across

multiple distribution channels, including conduct marketplace analysis,

directing consumer research, defining positioning for each brand, and

developing marketing plans by channel.

Accomplishments:

. $15M incremental revenue gain through new product launches

. Introduced Hallmark sub-brands to penetrate new channels leading to

$10M revenue gains

. Directed integrated marketing program for Thomas Kinkade designs

resulting in $5M revenue

. Realized $8M annual cost savings through SKU productivity initiative

leadership

Education & Professional Development

Cornell University, Master's of Industrial and Labor Relations

Bowling Green State University, BS - Business Administration

Participant, UNC (Chapel Hill) Keenen-Flagler School of Business executive

marketing program

Multiple winner - Direct Marketing Association ECHO award

Contributor, Subject matter expert for book, Emotion Marketing (McGraw-

Hill)

Guest Lecturer, Vanderbilt University's Owen School of Management

Conference faculty at American Marketing Association's marketing workshops

Author of numerous articles published in trade journals (1-to-1, DIRECT,

DMNews, Restaurant Marketing)

Non-profit marketing committees: SPCA of Tampa Bay, Max Fund

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