ERICK E. WATT-UDOGU

**** ********** **** • Calverton, MD 20705 • nsfaoo@r.postjobfree.com • 812-***-****

http://www.linkedin.com/pub/erick-watt-udogu/15/61/bb3

MARKETING AND COMMUNICATION LEADER

P&L RESPONSIBILITY ● PUBLIC RELATIONS ● PRODUCT AND SERVICE DEVELOPMENT ● SALES ● EVENT MANAGEMENT ● B2B/B2G/B2C

SUMMARY OF QUALIFICATIONS

Salesforce CRM ● Education Market Experience ● Creative Direction ● Product and Service Launching ● Thought Leadership Campaigns ● Market Engagement and Research

CAREER ACHEIVEMENTS

• Presented the ‘2008 HOPE Foundation Courageous Leadership Award’ for leading organization to double-digit growth and record-breaking revenue performance.

• Increased quarterly average revenue by 60% and led the organization’s five (5) highest grossing sales quarters by developing and implementing pricing and cross promotional strategy.

• Developed and initiated marketing and public relations strategies for five (5) brands including consulting services, curriculum products, books, and software; managed $2,000,000 budget. Increased awareness, influenced attitudes and increased usage as measured by lead generation and AAU study.

• Garnered product awards and an average of thirty (30) monthly television, radio, print and online press stories.

• Acknowledged and rewarded for stabilizing marketing department during volatile organizational change.

• Increased inside sales revenue by 113% by creating synergy between the marketing and sales organizations, reorganized sales team and introduced sales training program.

• Reduced turnover from more than 125% to approximately 15% by creating new processes for sales member selection and providing team with marketing support.

PROFESSIONAL EXPERIENCE

DIRECTOR OF MARKETING, COMMUNICATIONS AND BUSINESS DEVELOPMENT

December 2010 – Present and December 2005 – March 2008

HOPE FOUNDATION Bloomington, Indiana

• Market and sell three (3) brands which included books, videos, consulting services and conferences.

• Provide vision, goals, and tactical direction to vendors, partners and fifteen (15) member staff including internal communications, public relations, brand development, inside and outside sales, sales support, advertising, trade show execution, direct mail, online marketing, social media, public relations, partner coordination and market research. Created systems and processes for delegation.

• Devised sophisticated market segmentation, engagement, and penetration strategy. Doubled sales in key US markets. Dramatically increased the number of first-time buyers. Entered the international arena.

• Redesigned recruitment process, compensation package, and career opportunities to reduce turnover.

• Implemented CRM system (Salesforce.com) and new training program; focusing on up-selling, cross-selling, brand management, lead qualification, product knowledge and partnership acquisition). Fully aligned sales and marketing teams.

• Increased online revenue by 54% through website redesign, metric analysis, upgraded e-mail campaigns, introduction of e-newsletter, and list management processes.

• Integrated online and print media campaigns. Implemented webinars as lead generating tactic. Served as contributing editor of website and e-mail communication design and content.

• Marketed and planned international, regional and local conferences focused on revenue generation, business development, partnership cultivation, creating up-sell opportunities and establishing thought leadership.

• Promoted nine (9) of the top ten (10) highest grossing conferences in the foundation’s history and increased event sales by more than 100%. Negotiated contracts with talent, vendors and hotels. Developed processes for venue and speaker selection. Analyzed regression and correlative statistic data for event design.

• Partnered with more than fifty (50) businesses and state, national and international government agencies and trade associations. Oversaw sponsorship negotiations including: revenue sharing, member discounts and ability to co-create the products and services. Liaised with key customers, sponsors, partner organizations and organization’s leaders.

• Utilized advisory teams to review products and steer marketing collateral.

• Conceptualized press events in key locations that will include leadership of major associations; meetings with Editorial Boards; secure press coverage in multi-media streams including print, radio, social media, and television media.

SENIOR MARKETING MANAGER February 2010 – December 2010

RECORDED BOOKS Prince Frederick, Maryland

• Oversaw and developed marketing and public relations plans for five (5) brands which included consulting services, curriculum products, books, and software.

• Managed public relations, e-mail, direct mail, advertising campaign design, social media, trade show and online marketing activities focused on increasing brand awareness and lead generation.

• Selected and managed public relations, print and contest marketing vendors.

• Coordinated product and brand launches, advertising placement, brochure publication, video production, and catalog publication.

• Implemented thought leadership campaign. Secured speaking opportunities at trade shows, articles in major trade magazine, and product awards.

• Initiated lead management processes using advertising, webinars, white papers, contest marketing, and integrated with Salesforce.com CRM.

• Increased e-mail marketing initiatives from bi-quarterly to six emails per week. Include A/B testing, segmentation and data analysis. Resulted in brand awareness, leads and website traffic.

• Utilized customer testimonials case studies to enhance blog and sales collateral. Created product samplers for the sales team and video for business development presentations.

• Engaged consultants, authors, and sales personnel to participate in thought leadership and content marketing campaigns.

• Promoted campaigns encouraging customer and author interaction, webinars with sales people, and guest blogging on our social media presence.

DIRECTOR OF MARKETING April 2008 – May 2009

eINSTRUCTION Columbia, Maryland

• Marketed three (3) brands which included hardware and software products. Collaborated with two (2) Vice Presidents of Marketing, Senior Vice President of Marketing and Sales and the CEO.

• Organized $1,500,000 dollar budget, vendors, six (6) direct reports, three (3) channel marketing managers and directors. Developed plans and campaigns which included: product positioning, brand management, customer relationship management (CRM) system administration, advertising, lead qualification, market research, collateral creation, package design, trade show execution, sales training, public relations and direct, online and channel marketing tactics.

• Planned and executed the go-to-market strategy of fifteen (15) new and updated products. Conducted market research for positioning. Acquired intellectual property rights on names and marks. Liaised with product managers and manufacturing.

• Managed post merger re-branding effort and systems consolidation. Merged and edited the content and design of three (3) corporate websites and more than fifty (50) pieces of sales collateral. Consolidated two (2) CRM databases (Salesforce.com).

• Initiated direct mail and e-mail execution strategies that included: A/B testing, inter- and intra-departmental quality control, data analysis and CRM integration. Introduced drip and trade show follow-up campaigns and two (2) e-newsletters. Edited both content and design.

• Improved tradeshow execution strategy. Focused strategy on stakeholder collaboration, greater transparency and measuring return on investment (ROI). Supported international, national and regional shows. Saved 15% against budget.

• Upgraded online marketing strategies. Launched social networking initiatives (i.e.‘Twitter’, ‘Facebook’), search engine marketing (SEM), online paid search and webinar campaigns. Produced more than 100 television, radio and online press mentions and 50,000 leads.

ADJUNCT LECTURER/PROFESSIONAL SKILLS INSTRUCTOR August 2004 – August 2007

INDIANA UNIVERSITY KELLEY SCHOOL OF BUSINESS Bloomington, Indiana

• Rated as an “outstanding” and “enthusiastic” instructor by 95% of more than 1,000 students.

• Taught students how to employ Microsoft Access and Excel to solve marketing, finance and operational problems with database design, spreadsheet modeling and what-if analysis. Also, lectured on business ethics, corporate responsibility and etiquette.

EDUCATION AND TRAINING

BACHELOR OF ARTS IN POLITICAL SCIENCE 2004

INDIANA UNIVERSITY Bloomington, Indiana

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