Manager Marketing

Daniel J. McDonnell

**** ******* **** ***** . *** Hill, VA 20171 . 703-***-**** .

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

Senior Manager / Director of Marketing

Partner Marketing / Client Relationship Management / Project Management

B2B & Direct to Consumer / Education, Consumer, Financial Services Sectors

Highly qualified marketing professional with leadership focused management

style and extensive record of developing world-class marketing programs,

leading sophisticated corporate alliances, and building strong

multifunctional teams. Broad-based background encompasses exceptional

commitment and work ethic to achieve organizational objectives in a rapidly

changing environment. Significant experience building relationships

throughout Fortune 500 corporations with the objective of generate

significant new and incremental revenue opportunities.

Career Strengths:

Client Services Strategy & Development

Partner Marketing Product Management

Acquisition Marketing Marketing Segmentation

Retention Marketing Business Development

Product Marketing Marketing Analysis

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Professional Experience

Sallie Mae - Reston, VA 2008 - Present

Senior Manager, Loyalty & Retention Marketing April 2009 - Current

Manage the growth of the Sallie Mae loyalty and retention strategies;

design, implement and execute effective D2C marketing retention programs

with the goal of driving increases in consumer website frequency, customer

engagement, additional product adoption, and incremental revenue

opportunity.

> Create and implement strategic marketing campaigns, cross-sell

initiatives, consumer adoption and loyalty.

> Develop profitable segmentation strategy; manage frequency, offers and

sequencing of retention campaigns across channels.

> Drive offer design, testing, delivery and performance measurement.

> Strong relationship management skills for successful campaign integration

within a matrix organization.

o Developed and tested new loyalty email format and templates driving

22% growth in email OR and 40% growth in CTR

o Streamlined companywide loyalty and retention communications in an

effort to reduce "clutter" with targeted and relevant

communications to existing customers.

B2B Marketing Manager & Client Strategy, APG Division 2008 - April 2009

Managed B2B marketing for several strategic divisions within AOL to include

General Revenue Corporation, Student Assistance Corporation, Pioneer Credit

Recovery, Portfolio Management, and Arrow Financial Services.

> Developed APG Marketing strategy and plan for each division

> Managed branding redesign to align divisions with overall corporate brand

> Provided all marketing support to include offline and online marketing

> Provided sales team support in preparation for meetings, conferences and

other events

Time Warner-AOL - Dulles, VA 1999 - 2007

Client Director - Partner Marketing, OEM 2002 - 2007

Goal to increase revenue via new member acquisition, retention, and up-sell

opportunities for the world's largest media conglomerate ($46.5 billion

Company with 90,000+ employees worldwide). Essential duties included

directing the ongoing development and management of strategic PC-OEM

relationships (including Dell, HP, Compaq, Gateway, Sony, and Toshiba),

creating and implementing strategic national and local marketing programs

and promotions, managing multimillion-dollar MDF funds for all partners,

driving new business development opportunities in other partner verticals,

and budgeting and forecasting. Received the Excellence in Performance Award

for four consecutive years. Managed several direct reports; interfaced with

senior level management and all teams across AOL that was interested in

integration with OEMs.

Daniel J. McDonnell Page Two

> New Member Revenue - Exceeded 10MM new AOL members representing $200MM in

new revenue via strategic marketing to include consumer segmentation and

targeted offers.

> Strategic Marketing - National and local marketing plan and

implementation; Strategy development and management; Offline and online

marketing initiatives; MDF fund management and planning; Branding;

Segmentation; Analysis

> OEM Channel Performance - The OEM channel accounted for the highest

revenue, response and retention rates than any other channel in the

company.

> Product/Service Awareness & Promotions - Developed research and

requirements to establish a One Stop Shop to generate awareness among

consumers of the breadth and depth of the suite of products and services

available from AOL; shop allowed for promotion of lesser known products

and services and drove incremental traffic to these products/services.

Senior Manager - Partner Marketing, Retail 1999 - 2002

Improved ROI on a member basis in the retail channel by driving new member

acquisition/retention initiatives. Managed strategic relationships (e.g.,

Sears, Target, Office Max, Barnes & Noble, Office Depot), and sold,

integrated and implemented AOL products and services in retail stores and

on retailer web sites to draw new members to AOL products and services.

Additional duties included implementation of national marketing programs

and promotions, budgeting, forecasting, and account management operations

(reporting, tracking, creative approvals, etc.). Managed direct reports;

interfaced with all teams across AOL interested in working with retailers.

> New Member Revenue - Exceeded annual new member goals every year per

plan by 15+%.

o 2MM new members to AOL representing $50MM in incremental revenue

for the company.

> Grew the retail vertical of marketed stores from 0 to 15,000 in two

years; retail channel experienced higher than average response and

retention rates than any other channel (other than OEM) in the

company.

> Generated many incremental new members to the service by contacting a

Senior Executive at New Line Cinema to create and implement a joint

national promotion between AOL, New Line Cinema, and Barnes & Noble

for the initial Lord of the Rings Movie; promotion also broke down

barriers associated with the AOL Time Warner merger and overnight

employee growth from 4,000 to 90,000.

Sallie Mae - Reston, VA 1991 - 1999

Product Marketing Manager (1997-1999) / Loan Product Marketing Manager

1995 - 1997

Client Support Representative - Acquisition Marketing 1994 - 1995

Client Service Analyst - Smart Marketing 1991 - 1994

Education / Additional Information

B.S. - George Mason University. Currently exploring PMP Certification

options

Technical Skills - Microsoft Office (Word, Excel, PowerPoint, Project,

Outlook); Lotus Notes; Adobe Products; Google Products; Harte Hanks MRM;

Siebel Sales[pic]

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