Sales Marketing

Ronald A. Wimbley

**** ***** **

Baltimore, MD **214

Phone: 603-***-****

E-mail: **********@*****.***

Employment History

Relyco Sales Inc., Dover, NH (2009-

2010)

Vice President of Marketing

. Led Relyco marketing services, encompassing brand and product

marketing management in support of two sales departments and 56

product lines. Marketing initiatives reversed of four year negative

sales trend by increasing the corporate client base by 24%, online

lead generation by 35%, and achieving a 25% lead to sales

conversion ratio.

Designed and executed qualitative and quantitative research to support an

audit and repositioning of corporate and product brand.

- Conducted one-on-one interviews, panels, and surveys among key clients

and resellers within seven vertical markets. Conducted one-on-one

interviews among the Relyco senior management team in addition to

internal surveys among employees within research and development,

customer service, and client and reseller sales teams.

- Produced a market overview of the value added print distributor space,

confirming major industry, category, and segment attributes and

trends. Analysis encompassed the Relyco competitive landscape,

corporate and product position, and market strength weaknesses

opportunities and threats.

- Developed a corporate and product brand study identifying brand

essence, value proposition, functional benefits, and emotive benefits.

- Identified product mix within the Laser Check Printing Solutions,

Innovative Laser & Digital Forms, and Self Mailer Pressure Seal Forms

product groups.

Planned and instituted a new corporate and product line brand strategy.

- Produced brand standards and guidelines for corporate and product

brands.

- Executed a corporate band campaign that featured a new corporate

identity package: logo, tagline, messaging, business papers and

presentation templates.

- Developed all corporate collateral including product sample packs,

sales kits, welcome kits and corporate umbrella brochure.

- Construct a co-brand strategy that establish product brand within the

reseller channel.

- Redesigned all product brands in creative, messaging, packaging and

labeling to reflect a synergistic look and feel.

- Developed sales brochures reducing the number of product collateral

from 305 pieces to 9 full line brochures.

- Created product marketing and channel activation plan for the launch

of a Samsung/Relyco MICR printer line. Activation plan included a

national distributor network sales training program, Samsung/Relyco

MICR sales collateral, and a annual marketing plan to support the

launch of five MICR product lines.

Produced and implemented a multichannel direct response marketing plan

for the acquisition and retention of direct client and reseller sales.

- Audited the corporate enterprise system and produced a comprehensive

data dictionary, scheme, and administrator's guide of all business

unit modules; order entry, customer service, inventory, financial,

sales and marketing. Analyzed all administrative cost associated with

operating the non-relational legacy system and made recommendations to

procure a midsized ERP system.

- Analyzed internal databases over a ten year range, benchmarking sales

performance at the industry, client business type, product group, and

product line levels; established database segmentation and customer

lifetime value.

- Designed and executed CRM management system based upon a learn-do-loop

matrix to guided acquisition campaigns and retention client touch

point campaigns.

- Designed and launched acquisition campaigns targeting underperforming

client business type/product line clusters. Direct response campaigns

utilized communication vehicles versioned by creative, message, and

offer. New and cross sales were incentivized through promotional

discounts and the bundling of product compliments

- Procured database marketing, list management, and appendage vendors.

- Develop telesales scripts and supported direct and reseller sales in

campaign sales training.

- Led all departments in the development of a comprehensive RFP,

identifying the business and technical requirements for each

functional area

- Led the management team in the RFP/ bid review process for midsize

ERP solutions and design vendors.

Audited and redesigned the Relyco web channel:

- Benchmarked 3 legacy web properties that developed organically of the

course of ten years. The primary corporate website consisted over

10,000 links and 4000 web pages.

- Analyzed the preexisting SEO approach which produced 35 leads per

month, at a cost of $128.00 per lead, for an average ticket sale of

$28.00 and a 12% online lead to sales conversion ratio.

- Implemented an online lead generation strategy which repurpose a 100%

PPC spend towards a SEO approach based on SEM best practices. The

initiative produced a 35% increase in online leads with a 25% lead to

sales conversion ratio.

- Researched and developed SEO keyword, back link, Google ad word mix.

- Instituted a supply network consisting of a website creative and

architectural design agency, SEO/SEM agency, and content management

solution.

- Led management team in a web channel strategic planning workshop which

established design and content management best practices in

development of the Relyco corporate website and reseller partner

portal.

- Established strategic direction of website wireframe, key messaging,

creative placement/layout, and offer.

Established project management processes across marketing services,

direct sales, reseller sales, and research & development:

- Introduced PMBOK project management processes and reporting including,

production calendars, project request forms, creative briefs, creative

platforms, status reports, conference reports, and project plans

encompassing task assignments, timelines, and completion requirements.

- Assisted direct sales in the development of annual strategic plan

including formation of key account and inbound/outbound sales teams.

- Developed channel marketing plans for major reseller partners.

Rawconsult, Dover, NH (2007-

2009)

Independent Consultant

. An independent consultant with over fifteen years experience in B2B

and B2C marketing, I provided strategic and tactical marketing

communication solutions to clients within the Automotive, Beverage,

Financial Services, Information Technology, Medical Device, Non-

Profit, and Publishing industries. Core capabilities include:

- Strategic Marketing Planning

- Business Planning

- Market Research

- Brand Development

- Public Relations

- Field Promotion and Retail Activation

- Event Sponsorship and Affinity Marketing

- Direct Response and Database Marketing

- Mainline Advertising (Radio, Television, Print, Web)

- Account and Project Management

NAVTEQ, Chicago, IL

Vehicle Marketing Communications Manager

(2006-2007)

. Worked across internal functional groups to deliver marketing

communication solutions to major OEM clients. Marketing initiatives

included sales team support, OEM channel programs and direct to

customers campaigns. Executions included:

Press releases, product update announcements, and fact sheets

Sales kits, brochures, presentations, and other sales collateral

Trade show and event planning

Direct mail and e-mail communications

Content updates on the corporate intranet

DDB Worldwide Communications Group Inc., Chicago IL

Account Supervisor

(2004 -2005)

Led direct response account management, creative development, and

production teams for the Chicago Tribune account. Initiatives resulted in

the client's first fully integrated marketing communications campaign in

which direct response communications were versioned by consumer

demographic, psychographic, and socioeconomic breaks. This approach

helped to extend subscriber attrition by two weeks and establish segment

specific acquisition controls. Strategic planning and project management

responsibilities encompassed:

- A direct response acquisition strategy and test matrix which

established versioned communication controls across all acquisition

channels.

- A retention strategy which employed a communication touch point plan

to direct communication channel, form, and frequency based upon

subscriber life cycle and consumer segment.

- The development of campaign integration between direct response and

mainline executions.

- Management of the creative development and production of all direct

response communications, acquisition and retention. Including direct

mail, DRTV, Direct Radio, promotion materials, newspaper inserts, web

banner, and landing pages.

Institutes at Aquinas College, Grand Rapids, MI

Marketing Communications Manager

(2001-2003)

Developed and executed marketing communication plans for the Woodrick and

Community Leadership Institutes. Marketing initiatives helped to launch

Institute programs within the Grand Rapids valley and fix the Institutes

within the Aquinas College community. Presented and obtained board

approval of marketing communication campaigns designed to:

Increase general public awareness of institute philanthropic activities.

Support philanthropic initiatives in the field by encouraging adoption

and volunteerism.

- Drive corporate participation in diversity workshops and seminars.

Assist the Director of Campus Life in multicultural programming and

student counseling.

The Wimbley Group, Inc., Itasca, IL

Senior Account Executive (1997-

2001)

. Led account management, creative development, and production teams for

the DBT On-line account;

a general market account generating $20MM in annual billings. Branding

campaigns were directed towards B2B customers and occurred at the

corporate and product level. Marketing initiatives help to launch DBT-

Online's new corporate identity while supporting aggressive product

launch and acceleration objectives. Marketing activities resulted in a

75% increase annual of sales, moving the client to a number three

position within the category. Planning and management responsibilities

encompassed:

- A corporate brand identity campaign

- National campaigns for the launch of AutoTrack XP and acceleration of

AutoTrack Plus brands.

- Database marketing including analysis, segmentation, and establishment

of LTV, in addition to CRM acquisition and retention.

- Monthly design and execution of corporate and product print campaigns

to trade publications.

- Monthly design and execution of corporate and product direct response

campaigns: mail, electronic, and DRTV, synergistic to print.

- A national trade show and event sponsorship calendar.

- Sales collateral and promotional material.

- Tradeshow booth, signage, collateral, and videos.

- Press releases, product fact sheets, whitepapers, and annual report.

Facilitated marketing research and strategic planning initiatives, in

addition to managing creative development and production teams, for the

Kemper Insurance client. Research and planning efforts identified latent

volume among African American (AA) consumers within the preferred

automotive insurance category. Affinity marketing programs increased

awareness of the Kemper brand among the target, resulting in a 45%

increase in written premiums at an average annual savings of $1800 among

to consumer. Planning and management responsibilities covered the

development and execution of:

- A diversity business plan for Kemper Insurance Personal Lines.

- A national affinity marketing campaign.

- An agent network and client call center diversity training program.

- A national brand campaign comprising print, direct mail, and event

sponsorship tactics.

- Publication of a quarterly affinity magazine: The Masonic Journal (The

official magazine of the Prince Hall Free Masons Conference of Grand

Masters).

- An affinity group database and CRM acquisition and retention program.

Project Manager (1994-

1997)

Supported senior account management with general marketing research and

strategic planning:

- Consumer brand analysis.

- Demographic market overviews.

- Competitive analysis.

- Focus group moderator guides and reports.

- Development, administration, and analysis of surveys and

questionnaires.

- Research for category situational reviews.

Managed the development of agency database marketing and IT resources.

- Led development team in creating a qualified database of 4 million

African American consumers.

- Procured and managed vendor developers and programmers in creating the

database hardware and software platforms.

- Participated in design of database segmentation, overlays, appendages,

and hygiene protocols.

- Managed project budgets and pert charts.

Managed affinity-marketing initiatives for Buick Motors, Pontiac-GMC, and

the General Motors Minority Dealer's Association. Project Management

duties included:

- Development of trade-event signage, collateral, and promotions.

- Coordination of trade show event logistics: hotel accommodations,

delivery of display vehicles and booth packages, management of brand

specialist, event coordinators, and talent.

- Development of affinity program direct mail creative.

- Management of agency vendors: print shops, mail houses, list managers.

- Development of affinity group databases.

- Development of attendee surveys and post event reporting.

Education

Bachelor of Arts in History, University of North Carolina - Chapel Hill

Pennebaker Direct and Interactive Marketing Program - De Paul University

Russian Language and Economic Development - Nizhny Novgorod University

Languages: Russian and German

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