Marketing Sales

LARRY FLEISCHMAN

*** *. ******** **., *******, AZ 85296

Mobile: 480-***-**** l Home: 480-***-****

***********@*******.***

linkedin.com/in/larryfleischman

CAREER SUMMARY & CORE SKILLS

I am a highly skilled and innovative strategic marketing and business development executive with experience driving revenue growth for industry-leading organizations in the private, public, agency and non-profit sectors. Core competencies include:

Strategic and integrated marketing

Product/solution development and marketing

Demand creation and sales pipeline development

Outbound and inbound marketing

Customer retention and loyalty

Public relations, analyst relations, investor relations

B2B and B2C marketing

Marketing ROI measurement

Content marketing Market and account research

Brand management

Strategic alliances and partnerships

Go-to-market planning

Sales enablement and alignment

PROFESSIONAL EXPERIENCE

Director of Marketing – Televerde, Phoenix, AZ 2006 - Present

Oversee demand creation, growth strategy, strategic marketing and brand awareness initiatives for B2B marketing agency serving high-tech and non-tech markets, including some of the world’s leading brands.

- Responsible for generating 30% of annual revenue from new and current clients across three product lines.

- Manage staff of marketing professionals, guide the activities of multiple indirect reports, oversee relationships with multiple vendors and strategic go-to-market partners.

- Lead and collaborate with numerous cross-functional teams on all go-to-market initiatives, product development, brand awareness, market positioning, sales and employee enablement, and business development/sales support.

- Oversee development and support sales of two product lines that generate more than $1 million in annual revenue and create significant lift in other lines of business.

- Provide consultation to clients on go-to-market strategy, market research and demand creation programs.

Accomplishments:

- Contributed to revenue growth of $12 million over six-year period.

- Created two new product lines (market/account research and marketing support services) that within two years grew to $1 million in annual net new revenue and provided significant lift to other areas of the business.

- Oversaw company’s adoption of marketing automation and integrated lead nurturing programs which now generate $2 million in annual net new revenue and are core components of the company’s go-to-market strategy.

- Developed successful alliance with highly influential industry consulting and research organization that resulted in positive, high-level market visibility and positioning and significantly improved our go-to-market frameworks.

Manager of Marketing & Communications – WorldatWork, Scottsdale, AZ 2004 - 2006

- Directed all B2C and B2B marketing and lead-generation initiatives, customer/member acquisition programs and business development support for parent organization and affiliat e organizations that generated annual revenue of $23 million.

- Managed staff of six direct report marketing professionals, collaborated with market research staff, and oversaw multiple third-party strategic marketing partnerships.

- Directed and collaborated with numerous cross-functional teams on product development initiatives, implementation of marketing programs, business development/sales enablement activities, and market positioning.

- Oversaw $1.2 million annual marketing expense budget for direct marketing, branding, visibility and communications.

Accomplishments:

- Overrsaw development and execution of new m arketing programs and pricing strategies that resulted in 15% annual revenue increase.

- Developed all marketing operations and programs for newly acquired affiliate organization and increased its customer base and annual revenue by 90%.

- Managed development of new products, enhancements to existing products, and product marketing plans that collectively generated 10% increase in new annual product revenue.

- Coordinated innovative, targeted direct marketing campaigns and other marketing strategies that reversed three-year customer decline.

- Created marketing response tracking/ROI initiative that enabled collection of reliable data, effective analysis and significant marketing activity cost efficiencies.

VP of Marketing and Partner – Capacity Builders Resource Group, Phoenix, AZ 2004

Oversaw sales and marketing programs supporting business development growth for start-up organizational development consulting services company.

- Developed strategic marketing and awareness programs for diverse client base including start-up and established businesses.

- Created and executed all go-to-market strategies, including target market identification, market research, direct marketing, collateral development, focus groups and business development relationships.

Accomplishments:

- Developed portfolio of 10 new clients from base of zero at start-up.

- Formed strategic networking and marketing alliances with business partners that enabled new business growth.

- Created effective marketing, branding and business development plans for multiple clients.

Assistant VP of Marketing – AIG Advisors Group, Phoenix, AZ 2001 – 2004

- Oversaw marketing and communications initiatives for six affiliated national financial services companies in four states serving more than 12,000 financial advisors.

- Directed marketing, business development and communications strategies and programs supportin g customer acquisition and retention goals, product revenue goals, and customer event attendance goals.

- Developed advertising campaigns and direct marketing programs aligned with parent company branding and visibility initiatives and objectives.

- Supervised and collaborated with numerous peers at parent and affiliated companies, direct and indirect support staff, and partners to develop and implement integrated marketing, branding and business development programs.

Accomplishments:

- Increased recruitment of high-producing sales representatives through orchestration of high-impact, targeted marketing campaigns that contributed to 98% ($22 million) annual sales revenue growth.

- Generated 30% increase in prospective customer leads through development of lead-generation programs, targeted direct mail, e-marketing, advertising and educational-informational seminars.

- Launched content-rich, advertising-supported corporate magazine serving customers that resulted in 15% increase in customer implementation of sales/mar keting programs, improved corporate image, and retention of key business partners.

- Integrated and enhanced quality of all print and online marketing and communications collateral that resulted in improved presentation of corporate image and stronger market positioning.

Marketing Director & Executive Director – SmithBucklin, Chicago, IL 1989 - 2000

- Directed marketing, strategic and operational initiatives for a number of professional trade organizations and subsidiaries.

- Oversaw activities of support staff, development and marketing of products and services, multiple annual budgets totaling more than $5 million, and creation of new product/service revenue streams.

- Developed and implemented membership marketing, event marketing and visibility management activities supporting new customer acquisition and retention objectives and event attendance goals.

- Coordinated all management and operational initiatives with involvement from professional staff and expansive volunteer structure, including three distinct Boards of Directors and 20 active committees.

Accomplishments:

- Oversaw three-year marketing and operational transition program that resulted in the positive financial turn-around of two major trade organizations from annual budget deficit positions to 3 0% growth in annual revenue.

- Created, marketed and oversaw operations for advertising sales network of 2,000+ newspapers that generated net new annual revenue of more than $1 million operating at 80% profit margin.

- Increased annual customer retention rate by 15% and customer growth rate by 20% through implementation of ongoing marketing and communications programs, development of new products, and enhancements to member value proposition.

- Aligned focus and promotion of several major industry conferences that resulted in alignment of target audiences’ needs and 25% attendance increase.

EDUCATION & CERTIFICATIONS

Bachelor of Arts in Communications, Northern Illinois University, 1986

SiriusDecisions Certifications: “Foundations of Demand Creation” and “Messaging & Campaign Planning for B2B Marketers”

MEMBERSHIPS & AFFILIATIONS

General Memberships: SiriusDecisions, Business Marketing Associati on, American Association of Inside Sales Professionals

Board of Directors: VP of Membership Recruitment - Business Marketing Association (Phoenix Chapter)

Committee Memberships: ASU Sun Devil’s Marketing & Branding Committee

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