Marketing Sales
Resume:
RICHARD H. SELTZER
********@******.**.***
MARKETING PROFESSIONAL
Expertise in developing business plans that drive significant growth.
Integrate research data with business reality. Collaborate with product
development, finance, sales, and customer service to achieve results.
Effectively lead teams and manage resources to meet group goals. Product
champion with passion for improving teaching and learning through
innovative print and technology programs.
Strategic Marketing Planning Market Research
New Product Development Marketing Communications
Targeted Campaigns Field Training and Sales
Support
Positioning and Messaging ELL, Literacy, Intervention
Solutions
EXPERIENCE
Independent Marketing Consultant, Austin, TX 2008-Present
Enhanced the marketability of technology- and print-based products by
applying extensive publishing experience and knowledge of the market,
curriculum, and products in use.
. Identified market opportunities and distinctive market positioning for
new individualized instruction and reporting tools through broad-based
review of the marketplace.
. Presented challenges and recommended strategies for expansion of a major
technology-based intervention program through a targeted market viability
study.
. Armed the field with powerful positioning, messaging, and launch
strategies via in-depth competitive analysis of leading literacy
assessment systems.
Houghton Mifflin Harcourt Supplemental Publishers, Austin, TX
Director of Product Management 2004-2008
Directed the strategic marketing for key Rigby and Steck-Vaughn ELL,
leveled reading, and intervention products, K-12. Managed a team of seven.
Total revenue: $115 million. Budget: $1.5 million.
. Developed marketing plans for a major new intensive intervention program
for upper elementary and middle-school students, including positioning,
packaging, pricing, and sampling.
. Repositioned On Our Way to English, a comprehensive program for English
language learners, exceeding sales target by over $2.0 million in one
year.
. Created the ELL Strategic Publishing Plan with the VP of Product
Development, providing a vision for new product introduction and long-
range planning for this growing market segment.
. Organized field advisory boards for key elementary and secondary
products, bringing the sales voice to product development and marketing.
. Initiated and delivered field training sessions for key products via Web
casts and at national and regional sales meetings.
. Supervised customer advisory boards of key decision-makers from major
districts nationwide, gathering critical input while seeding the market
for new publishing programs.
Houghton Mifflin Company, Boston, MA 1999-2003
Director of Marketing Communications, School Division
Directed in-house advertising department of 20, including design,
development, and production of all state and national promotional materials
and sample packaging. Budget: $4 million.
. Partnered with field management teams to create winning regional
campaigns such as the 2002-2003 CA reading adoption campaign that achieved
80% market share.
. Improved department productivity to more than 600 projects annually by
reorganizing creative, project management, and production teams.
. Oversaw creation of key marketing messages for national and state
campaigns in multiple disciplines, including math, science, social
studies, and language arts.
. Directed redesign of flagship e-commerce site to serve as active
marketing portal for Division.
TERC, Cambridge, MA 1998-1999
Director of Marketing
Developed and implemented marketing plans and strategies for new TERCworks
publishing unit of major educational research and development firm.
. Produced first-ever TERCworks strategic marketing plan, resulting in
$600K budget from TERC's key high-tech investor.
. Managed design and development of print catalog, advertising campaign,
and marketing Web site.
Prentice Hall Regents, Upper Saddle River, NJ 1995-
1998
School Marketing Manager
Managed all English as Second Language (ESL) products for K-12.
. Created strategic marketing plans, initiated direct mail campaigns, and
supported field sales efforts.
. Managed major state adoption campaigns in CA, FL, and TX, achieving
listings in all three states.
. Conceived and developed K-8 catalog and core promotional materials,
repositioning elementary and middle school product offerings to increase
market penetration.
. Initiated and implemented quantitative market research study of the
secondary ESL market, providing a baseline of current ESL educators'
practices and preferences for future product development.
Open Court Publishing Company, Chicago, IL 1990-
1994
Director of Marketing Services
Directed all market research and promotional programs for reading/language
arts products.
. Positioned Open Court for major product launch by establishing new
Marketing Services department.
. Collaborated with National Marketing Manager to develop key marketing
strategies for launches.
. Managed concept, design, and execution of all promotional and training
materials for new program.
Silver Burdett Ginn, Needham, MA 1984-1990
Marketing Planning and Research Manager
Managed all market research and strategic planning for launch of World of
Reading, market leader, K-6.
ADDITIONAL EXPERIENCE
Tufts and Columbus Schools, Medford, MA
Learning Disabilities Specialist in pull-out program for mainstreamed K-6
students.
League School, Boston, MA
Head Instructor for adolescents with severe emotional and cognitive
dysfunction.
Dearborn Elementary, Cambridge, MA
Assistant Teacher in lab school for K-3 students with learning and
behavioral disorders.
EDUCATION
Northeastern University, Boston, MA
M.B.A. Marketing
Lesley College, Cambridge, MA
M.S. Education
Cornell University, Ithaca, NY
B.S. Human Development
Contact this candidate