Marketing Manager

Sandra M. Herington

** ****** ***** • Fairport, NY 14450 • 585-***-**** • abi5a1@r.postjobfree.com

SUMMARY

Highly accomplished and innovative marketing and communications professional with over 15 years of senior

leadership roles built on a track record of taking risks; executing aggressive strategic plans and programs; building

and motivating top-performing teams; and leading organizations through critical transitions. Creative visionary

with proven success in boosting market share, directing award-winning marketing communications programs;

identifying growth opportunities; and managing resources to deliver revenue growth. Adept in performing within

diverse, dynamic environments (advertising agency and corporate) across a range of industries including

wireless/telecommunications, healthcare, spirit/beverage, and professional services. Areas of expertise include:

• •

Direct/Database Marketing Brand Management

• •

Marketing Communications New Product Launches

• •

Advertising & Promotions Revenue & Market Growth

• •

Integrated Marketing Programs Event Planning/Coordination

• •

Corporate Communications Vendor Negotiation

PROFESSIONAL EXPERIENCE

EMERGE PARTNERS INC, Rochester, New York (2004 – 3/2010)

Provider of strategic Direct and Digital marketing communications.

Director, Operations

Developed and managed customer relationship marketing programs for Fortune-level clients. Key accounts

include: Beam Global Spirits & Wine, including Jim Beam, Knob Creek, The Dalmore, El Tesoro, Pernod Ricard,

Absolut, T-Mobile USA, Bausch & Lomb, Gucci and American Management Association.

• Mange partner and vendor relations including direct mail, collateral, e-mail, internet sites, database

management, sweepstakes and fulfillment.

• Coordinated related budgets for creative, logistical, technical and production services.

• Collaborated closely with Account Managers, Creative Director, and Art Directors to provide production

solutions with high impact & increased ROI on creative by reducing printer and/or mailing costs while

increasing efficiency to market.

• Generate cost savings ideas while keeping up with and incorporating new technology.

• Expertise with estimating, time and cost management, staff and process development/management.

• Increased the Production Department’s profit margin by 30%.

• Managed 5MM emails per month in 18 different languages.

• Monitor/troubleshoot daily reports for direct mail/e-mail programs inspecting them for discrepancies by

communicating to clients, data centers, and mail houses.

• Effectively analyzes relevant information and applies sound analytical thinking when working with

complex data/segmentation for print/electronic DM campaigns.

• Maintains comprehensive reports for clients tracking response rate, postage activity, 3602’s, and return

mail nixies.

• Saved T-Mobile $1MM annually on print/letter shop costs.

• Transitioned multiple DM programs from client vendor to new partner and established programming

specifications from start to finish that were not available with prior resource.

FRONTIER, A CITIZENS COMMUNICATIONS COMPANY, Rochester, New York (2000 - 2004)

National Telecom ILEC

Marketing Communications Manager

• Communicates initial direction and supervises project through completion including project budgets with

a total of $2MM.

• Oversaw creative, copy, print, letter-shop, fulfillment, and mass media production.

• Prepare timelines, estimates, scopes of work and purchasing requisitions.

• Establish response tracking mechanisms and request reporting (toll-free vanity numbers and custom

URLs).

• Oversee creative process:

Review positioning, price, placement, promotion and packaging to meet business objectives.

Approve all tactics for graphic standards, product branding and trademark compliance.

Secure Legal, Regulatory, Product, co-op and partner approvals.

• Create data programming specifications for direct mail programs and manage data segmentation

requirements in conjunction with Database Marketing team.

• Communicate activity and distribute samples to retail stores, agents, sales teams and call centers.

• Calculate expense allocations to regional, state, and telco levels and manage invoice processing.

• Managed and deployed department intranet site.

• Annually update 142 Yellow Page Directories standardizing community pages, Telco ads, and cover

designs.

• Created and maintained corporate graphic standards brand tool kit for offline and online.

• Reduced collateral costs by 40% through green initiatives (print on demand, on-line website).

• Implemented nationwide loyalty direct mail program reduced churn by 25%.

• Engineered numerous one-to-one retention and up sell table driven direct mail programs; Choices

Bundles, Exact Rate Long Distance programs generated response rates over 30%.

• Established streamline distribution process for fulfilling DSL modem kits direct to customers.

• Managed inventory, reviewed safety levels and replenished all collateral and products.

• Developed and implemented promotional, sponsorships & community relations events.

Sandra M. Herington ~ Page 2

INFANTINO ASSOCIATES, Rochester, New York (1998 - 2000)

Advertising Agency

Account Executive

Managed tactical advertising programs/campaigns for Frontier Communications and Global Crossing.

• Analyzed the competitiveness of existing products, developing new technologies such as e-

commerce/web base advertising and redefining the market niche, restructured brand awareness by

creating print collateral, direct mail, print & radio advertising, and tradeshow materials to support

consumer and small business program for 34 regional divisions.

• Managed the development of Artcraft national eyewear campaign, for the Vanity Fair brand with effective

promotional materials and product packaging in conjunction with copywriters, photographers, printer,

vendors and / or in-house staff.

L.M. BERRY AND COMPANY, Rochester, New York (1997 - 1998)

Provider of Advertising, Sales and Publishing services to telecommunications industry

Publishing Closer

• Communicated daily with telephone companies, compositors, and print vendors.

• Resolve production problems in accordance to telephone companies.

• Review directory advertising orders for accuracy. Inspection of press proof pages.

• Participated on quality assurance steering committee.

CLARK BOARDMAN CALLAGHAN, Rochester, New York (1995 – 1997)

West, a Thomson Reuters business, publishing print & electronic legal, business, and regulatory information.

Production Control Specialist

• Advised in all phases of production and printing of legal periodicals.

• Prepared, estimates and purchase orders.

• Maintained inventory, bill of materials, price book, and implemented general shipment schedules.

• Review and track vendor invoices to assure proper billing.

• Maintain various departmental database networks and filing systems.

MINUTEMAN PRESS, Fairport, New York (1991 – 1995)

Manager

• Supervise all production activities including pre-press, desktop publishing, and bindery.

• Coordinate printing orders for new and established accounts.

• Maintain inventory, quality control, merchandising, shipping/receiving, accounts payable and receivable,

payroll

& cash management.

• Demonstrate strong customer relation skills through daily interaction with general public.

ADDITIONAL EXPERIENCE

Freelance Graphic Designer MILLS HALL WALBOURN ADVERTISING, Rochester, New York (1991)

Art Director BAGS UNLIMITED, INC., (Poly/paper bag manufacturer) Rochester, New York (1989 – 1991)

Senior Graphic Designer/ Graphic Designer L. M. BERRY AND COMPANY, Webster, New York (1985 -1988)

Provider of Advertising, Sales and Publishing services to telecommunications industry

EDUCATION

Graphic Careers, Inc., Rochester, New York (1985)

SKILLS

PC/MAC Microsoft Office Word, Excel, Power Point, Publisher, Outlook, Adobe Acrobat Reader, Adobe PageMaker,

Job Order, TEAM2, Daptiv, Base Camp, FrontPage and Octane 8, E-mail Labs, and Talisma.

AWARDS

2009 Silver Davey Award in the Direct Mail Consumer Category for T-Mobile - Starbucks

2009 Silver Davey Award in the Green/Eco-Friendly Category for T-Mobile - Mobile Campaign

2006 Silver Davey Award in the Direct Mail Consumer Category for T-Mobile - Platinum Loyalty program

2006 Silver Davey Award in the print advertising Category for T-Mobile - Caller Tunes Bill Insert

2006 Silver Davey Award in dimensional Mail category for El Tesoro Tequila - Holiday Box

2005 First Place Beverage Dynamics Advertising & Promotions for Knob Creek Direct Mail

AFFLIATIONS

Ad Council

American Marketing Association

e-Marketing Association

Direct Marketing Association

Greater Rochester Postal Customer Council

Contact this candidate