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Marketing Sales

Location:
Hatfield, PA
Posted:
February 22, 2014

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Resume:

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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