Susan Caputo
accsnj@r.postjobfree.com
Mobile: 609-***-****
Summary
A marketing executive with a proven track record to increase rev enue and sales by deploying multifaceted marketing
plans for consumer and busuness to business intiatives. Profienct in developing marketing plans/budgets, digital media
placement, RFP development, relationship management, and customer service metrics. Seeking an opportunity to
enhance these skills in a growing and dynamic organization.
Globecast, New York, NY April 2011 - December 2013
Director and Head of Marketing
Responsible for conceptualizing and implementing marketing strategies across various Multi Media platforms within Globecast
Americas which promotes the aggregation and distribution of International content worldwide through satellite, fiber and IPTV.
Managed all marketing and communication relationships at the corporate office (Globecast Americas & Parent
Company) and across all product/sales teams and third party distributors(telecom companies) on a global basis
Built a marketing communication budget of $2 million and forecast commitments to achieve aggressive
company sales objectives for both B2B and B2C initiatives
Developed annual marketing and communication plans, which included monthly/quarterly campaigns,
promotional offers, digital placement, and targeted key customer verticals for various platforms
Lead and managed a team of marketing professionals, organized grassroots marketing for localized and
nationwide events, and ensured website/social media outlets(Twitter, Facebook) highlight the positioning of the
brand
Communicated marketing policies, programs, and projects with the sales/retail and platform development
teams, client/customer services (including training) and global business units to ensure consistent execution
and collective support of key strategic initiatives
Managed relationships with several media and direct marketing agencies in developing creative concepts and
brand positioning for B2C(multi-cultural marketing) and B2B platform solutions(IPTV, Broadband, Satellite,
Fiber, and Cable)
Developed and measured multi-cultural marketing plans with telecom companies to promote subscription
acquisition of content including, TV, print, direct mail, radio, and digital
Evaluated and implemented strategies for addressing system -specific marketing and community opportunities
as well as assessing the competitive industry, nstruemental in launching 5 new multi-cultural communities on
IPTV platform
Conducted market research qualitative and quantitative studies, and ensured all marketing initiatives were
measured via data analytics, including, ROI, SEM, SEO, CPC, and CTR
Merrill Lynch/Bank of America, Pennington, NJ January 2007 - March 2011
Vice President Strategic Product Marketing/Global Sales Support
Provided strategic direction for developing multi-channel acquisition and loyalty plans across Cash Management and Lending business
lines. A collaborative and innovative thinker that instituted on boarding, activation and loyalty initiatives to drive the gr owth of the
Consumer and Business payment/cash management solutions and deployed structured finance strategic initiatives for GWIM Wealth
Management. Managed multiple vendor relationships and acted as a relationship manager across a matrix organization.
Developed integrated multi-channel marketing cash management strategies to drive acquisition, usage and
retention programs. Developed direct marketing efforts including quarterly catalog circulation, web-site
development, e-mail campaigns, CRM/Retention programs, Online placement (search & affiliate utilization, SEM),
and DRTV placement and video development. Developed Service to Sales incentive programs, Field/Sales
initiatives and sales collateral
Developed life cycle marketing plans through key stages of communic ation, acquisition/activation, early month on
book, spend initiatives, and implemented a risk assessment program by business line, managing a $10 million
marketing budget
Enhanced all marketing communications by conducting qualitative and quantitative market research studies and
applied appropriate findings
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Developed and instituted measurement and tracking strategy to ensure accurate interpretation of results and
optimization of marketing and sales strategy for high net worth customers
Partnered with multiple outside agencies to develop overall test strategy, optimization rules to determine core
targets, product offerings, and creative messaging to build effective acquisition/loyalty and client deepening plans
to achieve a profitable ROI and to drive revenue
American Express Company, New York, NY February 2003 - January 2007
Consultant
Responsible for providing strategic direction on exiting Co -Brand/Affinity card products within the American Express franchise.
Implemented revenue enhancements to existing products contributing to increasing revenue by $100 million. Fluent in assessing and
streamlining processes while managing multiple cross functional teams to deliver project resul ts.
American Express Company, New York, NY September 1987 - January 2002
Director of New Product Development
Responsible for the development of new products and services for the Strategic Relations Group. Developed a wide range of products
that supported the firm’s business goals and leveraged anticipated trends and opportunities. Managed multiple cross functional teams.
Successfully launched a variety of Co-Brand products (Starwood Preferred Credit Card, Delta Platinum Card,
Hilton Platinum card)
Oversaw a $5 million Marketing budget for all new product launches including, print, advertisement, direct mail,
and online marketing with net revenue of $30 million
Oversaw a $4 million Technology budget for all Co-Brand product launch and product extensions
Responsible for all responses for “Requests for Proposals” to develop new Co-Brand partnerships, i,e. Compact,
Disney, HP
Extensively worked with Market research companies to gain competitive intelligence, market trends and Creative
agencies to design all print material, card designs, rewards program, and a solid value propositions for co -brand
credit card platforms
Developed a process to launch products quick to market place from 36 weeks to 12 weeks
Led, managed, and motivated a professional marketing staff and conducted college on campus recruitment
Senior Marketing Manager 1998-2000
Developed and implemented acquisition and loyalty direct mail campaigns to increase the Express Cash business which
contributed to $500 million growth in A/R and $14 million in revenue annually while maintaining $2.5 million marketing budget.
Managed and led a professional marketing staff of 5.
Senior Manager Client Services 1993-1998
Responsible for client services support for five major divisions. These divisions were Corporate Services, Consumer Travel, S tored
Value Group, Interactive Services, and Government Card. Experienced professional who was instrumental in driving the
development of innovative client and customer segmentation, database marketing, modeling, reporting and analytics. Managed
and led a professional staff of 8.
Senior Manager Business Planning & Analysis 1990-1993
Established worldwide credit provisions for monthly and year-end forecasts, annual budgets, and long range strategic plans within
economc and product orientations specific to credit requirements and policy across all business units within a head quarter role.
Manager Financial Analysis 1987-1990
Coordinated monthly, quarterly and annual financial forecasts for Merchandise Services D irect Marketing Group which
generated $650 million in net revenue for American Express.
Managed and led a professional staff of 4.
Technical Skills
Knowledge of: SAS, TSO/ISPF, Knowledge Seeker (Chaid)
General Software: Excel, Lotus 123, MS-Office, Power Point, Adobe
Education
Masters in Business Administration, Corporate Finance, Pace University, New York, NY
Bachelor of Science - Corporate Finance and Quantitative Analysis, Fordham University, Bronx, NY
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