Manager Marketing
Resume:
Diane Collins Gorine
*******@*****.***
OBJECTIVES
Seasoned marketer with extensive history of driving revenue through the creation of cross -channel and multi-channel
strategy, tactics, and creative along with the infrastructure to make it happen. Proven experience in leadership,
mentoring both experienced and novice staff to drive sales through all channels. Ability to develop innovative
strategic vision, while understanding the tactical, creative level work required to achieve the organization’s goals.
Develops strong cross-departmental relationships to ensure success throughout the sales /purchase process.
EXPERIENCE
G A d v e n t u r e s ( f o r m e r l y G a p A d v e n t u r e s ) Marketing Consultant
December 2011 - ongoing
Brought in by Global VP of Marketing to create strategy and develop plans for the following areas: Direct Marketing
(online & offline), Marketing automation, Referral Engine, Loyalty program, Retention, Segmentation, as well as the
Net Promoter Score and its use throughout the organization.
I B M Sr. Marketing Manager
October 2009 – December 2011
Originally started with Unica who was purchased by IBM in the Fall of 2010. Provided marketing thought leadership
in Unica’s use of its own product and development of a marketing operations team. Currently engaged in challenging
IBM’s marketing systems to become as flexible as Unica’s system. Efforts have contributed directly in the organizations
2010 over achievement of their goal and on target for a 35% growth this year, and a 40% growth next year. And
Marketing’s portion of that goal is on-target for the first time in years, as more sales are contributed to marketing
efforts.
Created a new tracking schema that allows marketing programs to be tracked from web visit to ultimate
sale… cost per metrics are calculated at many parts, allowing program managers to better understand the
success of their purchases.
Redirected the lead flow process to allow Marketing to access leads f or marketing messaging, when deemed
not right for purchase. (heretofore, these were lost to marketing)
C o l l e t t e V a c a t i o n s Interactive Marketing Manager
November 2003 – March 2009
Responsible for the web, offline program management and global database teams. Early in 2008, was on target for
a 45% year-over-year sales. Ended 2008 with an 11% increase, which was unheard of in the industry, which all
others had ended in negative numbers. Prior years’ sales had shown increases of 15+%. This five year growth was
created through the following activities…
Developed a customer marketing segmentation schema based on RFM, self -acclaimed preferences, web
behavior and NPS.
Analyzed purchased behavior and created a marketing strategy to align expenditure with shopping
behavior. Managed program management staff to create new marketing vehicles to increase the
effectiveness of materials.
Relaunched website to improve shopping experience for the three distinct audiences Collette sold to.
Developed creative strategy for product messaging and marketing. Developed interaction points for
audiences, to improve the % of identifiable visitors.
Tested and rolled out a product launch webinar program and utilized data collected within marketing
segmentation
Tested and rolled out new email programs designed to create new and improved revenue streams for
distressed inventory and newcomers. Programs paid back the technology investment within 3 months of
inception.
Launched un-rewarded member referral program. Program rewards came in unexpected perks during trips
the referrer took.
Created unified multi-channel and cross-channel programs, which generated new revenue or improved
revenue from previous methods.
V a n t a g e D e l u x e T r a v e l Circulation Manager
June 2002 – October 2003
Responsible for bringing a segmentation strategy into Vantage, based on my experience at Grand Circle.
Created a segmentation strategy based on Vantage’s RFM and preference data. Performed analysis and
list pulls using that segmentation with profitable ROI in a slowly returning travel economy & SARS.
Managed product launch segmentations that turned a profit in the first year (normally new products do not
turn profits until late year 2 or 3)
Diane Collins Gorine
Installed new reporting tools (brio) and developed new program reports.
G r a n d C i r c l e C o r p o r a t i o n Sr. Circulation Manager
October 2000 – September 2001
Responsible for the analysis and segmentation of the primary product line… Grand Circle.
Managed analysis of 500 cells for each list pull. Responsible for creating mailings in which every cell
performed with a positive ROI, regardless of whether it was a returning customer or prospect. Recognized
by manage on several occasions for outstanding performance, and contributio n to the team.
P r e v i s i o n M a r k e t i n g Sr. Account Supervisor
March 2000 – September 2000
Brought in to work on a new account. Account withdrew from engagement within weeks of the team’s creation. Spent
the remaining time developing a training program to teach project management skills to the program management
team, installed and trained staff on the use of MS project.
A m e r g e n t Implementation Manager
August 1999 – March 2000
Responsible for wrapping up a database engagement 8 months behind in deliverables . Worked with the client to get
marketing reports written and delivered to their satisfaction.
C r o s s C o u n t r y A u t o m o t i v e Database Analyst/Manager
August 1997 – August 1999
Cross Country is an administrator/provider of roadside assistance. The Marketing department’s task was to convert
car owners to paid accounts upon the end of their free warranty period. This was a membership model where we
marketed on the behalf of the car manufacturers, and provided revenue stream to them.
Analyzed cost to service customers in warranty and those in the paid membership model. Determined
targeting segmentation for continuation in the paid program. (Fraud was a big issue in this market, and
single clients could quickly strip profitability from a progr am.)
Developed membership benefits to complement existing programs to convert and retain customers.
Developed financial models and managed call center launch of Novus roadside assistance program.
Kirke Van Orsdel
April 1987 – Juy 1997
Database Analyst Conservation Specialist Marketing Coordinator Payment Coordinator
Kirke-Van Orsdel was an administrator/broker of insurance products to membership organizations (Purchased by
Marsh in 1998). Our goal as marketers was to create value in continued membership to these organizations through
insurance products to our clients’ constituency.
Managed segmentation and billing messaging to promote upgrades, cross sells and satisfaction with insurance
products.
Analyzed lapsed accounts and segmented between recoverable and non-recoverable. Developed and
launched programs designed to retain insured members gain over a 30% increase in retention to new
enrollees.
Analyzed marketing programs and made recommendations for changes in messaging and positionin g.
SKILLS
Speaking engagements at ETC 2011, NCDM 2006, NEDMA 2007, Marketing Optimization Summit 2008 in
Stockholm and Washington DC, Unica's Marketing Innovation Summit 2008, and numerous Unica User Groups.
Referenced in published articles: Internet Retailer [March 2009], Forrester's report: five webanalytics things
marketers should know [October 2008], Customer Think [August, 2008], Destination CRM.com [February 2008],
Direct magazine [January, 2007]
EDUCATION
Drake University
May 1995
Bachelor of Science, Entrepreneurial Business – Some work towards a MBA.
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