Sales Marketing
Resume:
DONNA (FEDELINA MADRID)
Phoenix, Arizona * 413-***-**** * ************@*****.***
PROFESSIONAL STATEMENT:
I am a next level executive who has worked for the best companies in the world including Apple Computer, 3Com, First Data
Corporation, Western Union, and General Electric.
I have earned a master’s degree of business administration, and I have managed integrated marketing and public relations projects and
teams across the USA and in many global markets.
Additionally, I have overseen research, strategic planning, internal and third party agency teams, partner, VAR and alliance programs,
brand development, collateral development, print service providers, customer loyalty, customer acquisition and many innovative social
media and e commerce projects as well as the development of several custom return on investment tools.
PROFESSIONAL EXPERIENCE
VICE PRESIDENT OF MARKETING, SENIOR MARKETING AND PUBLIC RELATIONS OFFICER
Berkshire Bank (Markets served: Massachusetts, Vermont and New York )
Banking * Insurance* Investment * Wealth Management
2008 to 2011
Head of marketing and public relations; responsible for all strategic marketing planning, execution and analysis. Overseen product and
service marketing planning, partner and alliance programs, brand, research, public relations, media management, advertising, sales
support, collateral print development, promotions, special events and all online, digital, social and engagement marketing.
Accomplishments:
Overseen all creative design for branding, guidelines, training, print, radio, broadcast TV/Cable, special events, cause related
Ÿ
marketing, corporate sponsorships, brochures, fact sheets, landing pages, website, online banners, landing pages, emails, text
promotions, outdoor, broadcast, you tube, vimeo, partner programs and more.
Managed all research including customer feedback, benchmark, segmentation, and focus groups. Also managed the agencies
Ÿ
and teams for all research (internal and external).
Managed all agency relationships including advertising, public relations, technology, and legal firm (marks protection,
Ÿ
licensing, promotions, official rules) and external consultants as needed.
Managed all third party collaborative marketing programs with universities, businesses, nonprofits, government partners,
Ÿ
and all product and service internal division teams.
Redesigned website including wireframe, design, SEO, SEM, SMM, internal web council, user research, content development,
Ÿ
marketing database, and analytics. New design increased traffic, engagement and revenue from sales across product lines. New
website launch promotion yielded 80,000 visitors in 80 days, which set a record opt in of 48,000 email respondents.
Managed all public relations including strategic planning, acting spokesperson duties, key media, press releases development
Ÿ
and distribution, media kits, media training, and crisis management. Plan produced over 53M new impressions from media
coverage in one year.
Donna (Fedelina Madrid) resume 2011
Managed multi line marketing/sales support for branch and new product or service launch, brochures, video, radio, seminar,
Ÿ
special event, website, e commerce, outdoor/digital, online, email, text, and engagement advertising, promotions and investor
relations. Results from cross sell campaigns increased leads by 60% .
Budget responsibility : closed all budgets under budget and exceeding performance.
Ÿ
Measurement reporting : created innovative, tracking tools with 24/7 access for executive team for all my areas of responsibility
Ÿ
and provided reports monthly, quarterly or as needed.
Recognition, and Official Appointment
Ÿ Inbound Marketing Gillette Stadium Speaker: http:::www::outube:com:wcth?
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Ÿ City Appointment: http:::www:pittsfield:ma:org:_t: coun cil_agenda:: tm
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CHIEF MARKETING AND COMMUNICATIONS OFFICER
Upper Iowa University Private Liberal Arts University (Markets served: USA, Hong Kong, Singapore, Malaysia)
On Campus * Online * International American Degree Programs
2005 2007
Head of marketing communications and public relations; responsible for all strategic planning, execution
and analysis. Overseen brand, research, public relations, media management, advertising, sales collateral print development,
promotions, special events and all online, digital, social and engagement marketing.
Accomplishments:
Managed all research including new site feasibility studies, student and partner surveys, benchmark studies, segmentation
Ÿ
analysis, and focus groups.
Managed all agency relationships including advertising firm, public relations, technology, and legal team (marks protection,
Ÿ
licensing, promotions, official rules and compliance) .
Managed all third party collaborative marketing programs with other universities, businesses, nonprofits, government
Ÿ
partners, and all degree program division teams both in the USA and in Hong Kong, Singapore and Malaysia.
Managed multi Line marketing support for new campus opening, degree programs, brochures, video, radio, seminar, special
Ÿ
event, website, e commerce, outdoor/digital, online, email, text, and engagement advertising and expert positioning. During my
two year tenure the university achieved two years of record enrollment.
Redesigned website including wireframe, design, user research, content, marketing database, and analytics. The new site
Ÿ
produced significant increase in traffic, engagement and revenue. Also, managed all online marketing, email, PPC, SEO, SEM
and SMM.
Managed all public relations strategic planning, spokesperson duties, key media, press releases development and distribution,
Ÿ
media kits, media training, key messaging, and crisis management. Created the state’s largest state fair promotion in its history
under budget with a 200% increase in degree program leads.
Donna (Fedelina Madrid) resume 2011
Budget responsibility : closed all budgets under budget and exceeding performance.
Ÿ
Measurement reporting: created innovative, tracking tools and reports monthly, quarterly or as needed.
Ÿ
Recognition, and Official Appointment
Ÿ State Fair Promotion:
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Ÿ Economic Development: http:::uiu:edu:ocm:news:sep:::e:ent hr:: tml
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Ÿ Hong Kong Graduation: http:::www:uiuh::com:uau:p::h:: tm
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Ÿ Media Coverage: http:::www:collegebound:net:content:article:qualit::
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Ÿ State Appointment:
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SENIOR PUBLIC AFFAIRS DIRECTOR,
First Data Corporation and Western Union, Greenwood Village, Colorado
Global Financial Services
2001 to 2004
Responsible for corporate sponsorships, partner programs, cause related marketing, public affairs, and global community relations.
Accomplishments:
• Created Corporate & US Government Community Information Campaign with Western Union and IRS providing
information and resource direction to nationally targeted U.S. Hispanic communities. Revenue benefit from services associated
with campaign up to $250M US.
Co Managed agency relationships including advertising firm, public relations, technology, and legal team (marks protection,
Ÿ
licensing, promotions, official rules and compliance).
• Created national corporate marketing alliance program with Frito Lay and And1. The impact was an increase in
associated promotions by 25%.
• Created and managed educational giving campaigns in US, Mexico, West Africa, and the Dominican Republic
increasing brand, good will and loyalty program enrollment by 30% during campaign.
• Created national children’s safety campaign with Formula 1, Western Union and select Boys & Girls Clubs. Associated
tracking with calling card give away provided an 80% call to action success rate for loyalty registration.
• Created measurement tools including #800 numbers, coded mailings, webpage sign on screens, loyalty programs, customer
service computer screen data collection e sheets, calling cards, video messaging, e mail, direct mail, and more.
Managed multi Line marketing support for new products and services, brochures, video, radio, special event, website, e
Ÿ
commerce, outdoor/digital, online, email, and engagement advertising and expert positioning.
Budget responsibility : closed all budgets under budget and exceeding performance.
Ÿ
Donna (Fedelina Madrid) resume 2011
Measurement reporting: created tracking tools and provided reports monthly, quarterly or as needed.
Ÿ
ADDITIONAL MANAGEMNT POSITIONS:
1991 2001
General Electric Sales, GE Access, Boulder, CO, National SGI Sales
Ÿ
Managed B2B Channel and re engaged 75% of lost business
Managed customer research
Managed demos, new product launch, training and promotions
Apple Computer Sales, MarketSource, Denver, CO, Sales Consultant
Ÿ
Managed retail product sales for Best Buy, CompUSA, Office Depot and Office Max
Managed B2B sales regionally for VAR Network
Managed new product launch, training, and promotions
Managed demos, POP, special events, presentations and mobile marketing
3Com Sales, MarketSource, Denver, CO, Sales Consultant
Ÿ
Managed Retail product sales for Best Buy, CompUSA, Office Depot, Office Max
Managed B2B sales for VAR Network (launched Palm VII regional)
Managed new product launch, training, and promotions
Managed demos, POP, special events, presentations and mobile marketing
Sharp Sales, Lewan & Associates, Denver, CO, Account Executive
Ÿ
Territory equipment sales
Managed product demos, training and account management
Canon Sales, Associated Business Products, Denver, CO, Account Executive
Ÿ
Territory equipment sales
Managed product demos, training and account management
EDUCATION:
Bachelor of Science, Metropolitan State College of Denver
Marketing Management 1991
Master of Business Administration, Regis University, Denver, Colorado
E Commerce, Marketing Strategy & International Business 2001
Continuing Education, Harvard University, Cambridge, Massachusetts
Communications, Management 2007 to present
REFERENCES: available upon request
Donna (Fedelina Madrid) resume 2011
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