Manager Marketing

732-***-**** ROSALYN MASS

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

Freehold, NJ 07728

www.linkedin.com/in/rosalynmass

INTEGRATED MARKETING SPECIALIST

Marketing Professional with multi-faceted background encompassing B2B and

B2C arenas in publishing, nutritional supplement, and conference & seminar

industries. Develop marketing and promotional strategies that maximize

impact of integrated digital and traditional touches. Generate creative

new ideas and develop processes to resolve intractable business problems.

Work effectively in range of roles with diverse groups as negotiator and

contributor.

CORE COMPETENCIES

INTEGRATED MARKETING Campaign Management Conference/Seminar

STRATEGIES Banner Ad Placement Marketing

Lead Generation Direct Mail Marketing Vendor Management

Customer Catalogs Test Development

Retention/Acquisition Trade Show

Prep/Attendance

PROFESSIONAL EXPERIENCE

SHESHUNOFF INFORMATION SERVICES, Austin, TX, telecommute 2010-2011

Marketing Consultant

Provided marketing freelance services for this publisher of books,

newsletters and web libraries.

. Developed and executed promotional and lead generation campaigns

including creative development

and list selection. Utilized internal and external resources.

. Worked with in-house creative team in creating a landing page for one of

their web libraries.

. Introduced an alternative self-mailer format to the standard letter

package mailing.

. Introduced the use of a "thumbnail" to give design team direction on

collateral development.

WOLTERS KLUWER LAW & BUSINESS, New York, NY 2005-2010

Senior Promotion Manager

As a member of the marketing communications service team in the legal and

regulatory division of this global publishing company, managed timely

execution of promotional campaigns including market/list research, list

selection, analysis, and scheduling for various brands including: Aspen

Publishing, CCH, Kluwer Law International, and Loislaw. Handled all aspects

of creative promotion and testing strategies. Managed expenses and provided

monthly sales analysis for assigned product lines. Planned, prepared, and

executed direct mail budget for assigned products.

* In 2010, budgeted a total of 74 campaigns across various Wolters Kluwer

brands, with a mail quantity of

3. million pieces at a marketing expense of $714K.

* In 2009, completed implementation of 88 direct mail and lead generation

campaigns for multiple Wolters Kluwer

brands, with a mail quantity of 1.5 million pieces keeping within the

expense limits of $1.1 million.

* Developed integrated marketing plans for new titles integrating various

marketing channels (direct mail, telemarketing, email, banner ads,

landing pages, Google AdWords).

* Managed and executed promotional campaigns including market/list

research & analysis, merge purge instructions, scheduling, creative

positioning, copy review, testing strategy -- all within budgeted

revenue/expense guidelines, followed by monthly expense tracking and

campaign analysis.

* Implemented cost savings on direct mail campaigns by changing formats,

resulting in savings of $100 per thousand pieces.

* Developed off-line method to track success of lead generation

campaigns. Provided directional information as to whether or not

continue campaigns for a particular product.

Created lead generation sales collateral/sell sheets and pulled customer

lists for the sales team.

* Developed yearly budget on assigned product lines by analyzing

historical data and then recommended

individual campaigns to generate sales or leads within projected cost

parameters.

Recommended placement of external banner ads and space advertising for lead

generation for LoisLaw.

* Worked with creative and IT teams developing landing pages for Loislaw

campaigns to generate sales leads.

Inputted sales promotions into Salesforce for Loislaw sales team.

Reviewed website of assigned products for SEO.

Continued...

ROSALYN MASS 732-***-**** *******@***.*** Page 2

LANELABS, INC., Waldwick, NJ 2001-2004

Customer Retention Manager - Direct-to-Consumer Division

Developed promotional vehicles used to increase customer retention and re-

vitalize former accounts of this

supplement corporation. Analyzed and evaluated retention and acquisition

programs, preparing detailed reports

for senior management.

* Through targeted direct mail campaigns, increased overall customer

reorder rate from 49% to 62%;

re-activated 2% of inactive accounts.

* Revamped and implemented customized auto-ship program, increasing

program's revenues

from 10% to 34% of total divisional revenues.

* Tested outbound telemarketing strategy to previous customers for

consumer division, increasing

customer awareness of new offerings.

. Developed segmented customer invoice messages.

. Led transition to new database system, working with outside

consultants and in-house IT staff.

Took active role in conversion from old to new system to prevent loss

of data and to preserve

data integrity. Trained staff on new system; identified problems and

managed modifications.

FULCRUM INFORMATION SERVICES, INC., New York, NY 2001 - 2001

General Manager - Marketing

Managed the marketing department in this conference company that catered to

CFOs, Accountants, Lawyers

and Law Partners. (Company is out of business.)

Managed marketing department and developed overall corporate integrated

marketing strategies.

Reviewed post-meeting analysis to determine profitability and identify

areas for improvement, growth

and cost saving opportunities.

THE DIRECT MARKETING ASSOCIATION, New York, NY 1999-2001

Marketing Manager - Professional Development and Training Division

Created and implemented marketing plans for business-to-business seminar

division of this association

including catalog, direct mail, fax broadcast, e-mail, web strategies and

list exchanges. Prepared and

monitored promotional expense budget. Supervised and mentored the

development of professional staff.

* Met FY01 revenue goal of $6 million while managing $1.7 million expense

budget.

* Exceeded FY00 goal by 53%, generating $5.2 million. Resulted in 26%

E/R vs. budgeted E/R of 29%.

* Managed development of promotional materials, working closely with

internal staff and external freelancers.

* Generated list plans through research and plan analysis.

AMERICAN MANAGEMENT ASSOCIATION, New York, NY 1991-1999

Marketing Manager - Professional and Technical Seminar Division

Spearheaded development and execution of marketing strategies for assigned

divisional products including preparing/monitoring annual revenue and

promotional budgets. Provided strategic direction to creative and

production departments in conception of creative strategies and positioning

of products.

* Consistently met and/or exceeded annual seminar revenue goals. Reached

1999 revenue goal of $9.5 million

and surpassed 1997 goal by 15%, spending 5% below budgeted expenses.

* Implemented Integrated Direct Marketing Program combining telemarketing

and mail, generating

over $13.5 million annually.

* Introduced automated cancellation letter/telephone process, producing

$400 thousand annually and

cutting cancellations 5%.

* Generated original list plans through research and analysis of

marketing plan strategies.

* Developed space advertising plans, selecting media and negotiating ad

space costs.

* Designed test and lead generation strategies.

* Developed annual launching schedule and trade show strategy for product

line, attending and working trade

shows for assigned product line.

EDUCATION

Diploma - Direct Marketing, New York University School of Continuing

Education, New York, NY

B.B.A. - Marketing Management, Bernard Baruch College, City University of

New York, New York, NY

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