Management Marketing
Resume:
ASYA SEDLER, MBA
*****.*********.***@*****.***
SYNOPSIS
Top notch Direct Response Media & Marketing Professional and MBA graduate with extensive experience in revenue (ROI)
maximization, media campaign management, efficiency maximization, team management, media buying, analysis, growth
recommendations, P&L responsibility, negotiation, leadership, change management and relationship optimization.
BACKGROUND SUMMARY
• ROI maximization: managing and improving Direct Response Campaigns that prompt increased response from customers.
• Telemarketing maximization: inbound/outbound script editing. Conversion efficiencies improvements
• Media efficiency maximization: directing and developing overall media strategy. Media buying, planning and analysis.
• Relationship management: change management, client expectation management, leveraging relationships to improve ROI
• Marketing management: repositioning campaigns, pricing strategies, loyalty programs and continuity programs.
Streamlining budget for the optimal spend. Turning high concepts into revenue-making marketing and media campaigns.
• Leadership: motivating team members to work towards common goals and over-deliver on client expectations.
PROFESSIONAL EXPERIENCE
CONFIDENTIAL (Santa Monica, CA) 2009-Current
Director, Media
• Directing the developing of overall media strategy for client, both at the national as well as local level. Developing tactical media
plans for television and print. Overseeing development, execution and implementation of Broadcast, Regional and National Cable
media plans for both, English and Spanish language campaigns
• Managing campaign set up and implementation, ensuring timely and effective coordination with all appropriate vendors and
departments.
• Working closely with outside advertising agencies and internal teams. Directing media buys to achieve bottom line results.
• Establishing media budget and forecasting performance based on past data. P&L analysis. Maximizing success and minimizing
failures. Taking corrective action when needed. Web ROI and performance analysis as component of TV campaign.
• Managing internal client expectations. Providing visibility into media data and making effective strategy recommendations.
Maintaining daily contact with internal Client and assuring smooth communication.
• Media Planning, analysis, negotiation and ROI optimization. Long form, short form, print and Spanish campaigns. Direct Response
campaign development, implementation and analysis for existing products and new product offering.
• Performing the following types of analysis for TV campaigns: Break-even analysis. Continuity stick rate analysis. Effect of Web
on TV campaign results analysis. CPO goal calculation. PI profitability calculation. Point of diminishing marginal returns (optimal
media expenditure and CPO, MER) analysis. Return/ decline rate calculation. Convertible vs. non-convertible calls analysis and
telemarketing efficiencies improvement recommendations. AOV analysis and implementation of revenue-enhancing telemarketing
improvements.
• Telemarketing script analysis and optimization. Upsell positioning. Price performance analysis. Increasing agent efficiencies by
development of tools to increase conversion from inquiries to sales. Stronger call to action development. Target audience analysis:
listening to telemarketing calls via on-line tools and providing a set of FAQs that fulfill caller’s immediate need for additional
information. In-bound telemarketing script editing. Creating Out-bound telemarketing script and out-bound telemarketing
program.
• Planning & implementing a dashboard for better visibility into P&L, lifetime value of a customer, continuity, media, inventory and
cash-flow decisions. Participating in integration of CRM, Media and Accounting software systems.
• New product development and media campaign implementation. Development of integrated marketing plans and driving them to
execution. Working with team members on efficiency maximization in on-time project execution. Market research, offer
components, offer claims, unique selling proposition development, testimonials, packaging, pricing. Campaign launch, test results
analysis and campaign roll out and daily management of campaign results.
• Providing successful direct response recommendations on optimizing new product’s web site for higher ROI. Leveraging customer
forums as means of heightening sales on the web. Evaluating effectiveness and efficiency of on-line initiatives.
• Rejuvenating performance of old products through optimization of creative efficiencies. Supplying Direct Response marketing
recommendations into development of new product creative. Optimizing performance of print ads through DR input into creative
• Daily operations of Direct Response division. Tracking campaign results to maximize ROI and minimize risks. Representing
company at industry events and trade shows. Auditing of discrepant media accounts and dispute resolution. Offering creative
solutions to stand-still situations.
• Team management: recruitment and staffing, position management, employee development, compensation analysis, labor relations.
Setting strategic HR goals. Workforce planning for specific projects and for strategic growth.
IRWIN NATURALS (Los Angeles, CA) 2008-2009
Direct Response marketer and retailer of vitamins and supplements. Products include: Dual Action Cleanse, 12-in-1 vitamins
Director, Media
• Developing strategy and guiding execution of cable and broadcast long form (28:30 and 5 min), short form (:120) TV and radio buys
to ensure appropriate pricing, adherence to buy specs and overall media strategy for English and Spanish language media in the US
and Canada. Operating as a senior client contact, leading strategic and tactical planning activities.
• Developing and executing media mix in support of revenue objectives. ROI maximization accountability. Ownership of P&L for
each brand. KPI analysis and delivery. Media strategic planning and analytics. ROI and post-campaign quantitative and qualitative
analysis. Optimizing placement and targeting of media buys. Identifying target audience, assuring that media reaches the desired
segment
• Developing media plans – collaborating with agencies to manage planning, buying and execution of media plans. Analyzing and
disseminating media metrics to formulate, justify and efficiently execute media budgets. Negotiating contracts.
• Gathering, analyzing campaign results. Providing briefings of analytical finding and supplying recommendations on increasing
overall campaign efficiencies for: call center performance and individual agent efficiencies, net conversion rates, ROI, product
returns by market, media buys, creative changes, call allocation. Finding new revenue opportunities. Implementing campaign
improvements
• Planning and evaluating regular and test campaigns. Utilizing aggressive testing to maximize campaign performance. Maximizing
response rates based on quantitative analysis of A/B split, test offers and regular campaigns.
• Conducting research and competitive analysis (market size, competitive benchmarks, trends, opportunities, customer needs and
expectations). Setting benchmarks and establishing analytics for key performance criteria. Market mix/ ROI modeling. Channel
selection/ allocation analysis. Maximizing revenue by negotiating the most revenue – generating media buys
• Managing agency, call center relationships, ensuring effective communication on creative changes & performance metrics.
.
CAUSEFORCE (Los Angeles, CA) 2008-
2008
Organization that successfully produces large-scale events in the US and Canada which enable our non-profit clients to raise significant
sums of money to fund their initiatives. Events include: The Ride to Conquer Cancer and Weekend to End Breast Cancer.
Director, Marketing and Media
• Retained and acquired participants in various fundraising events through planning and execution of innovative Direct Marketing
ideas via email and web site communication. Experience in monitoring correlation between action taken and results derived.
Making strategy changes based on findings. Constantly improving campaign performance for optimal ROI.
• Developed, executed, analyzed and oversaw marketing, advertising and promotion programs in support of revenue objectives.
Directed Direct Response initiatives for Canadian and American Long form, print and radio. Maximized ROI.
• Analyzed market trends and developed multi-media mix strategies to drive registrations and donations with the most efficient
budgets. Analyzed customer behavior data. Targeting and segmentation analysis.
• Successfully lead a roll-out plan for new brand. Effectively re-positioned old product offering. Created and executed member
retention and loyalty programs: Refer-a-friend, special offers, unique members-only events.
• Directed Social Networking and Viral Marketing activities. Developed growth activities which encourage web site users to play for
free and convert to donors and/ or participants. Directed web site launches. Increase product awareness via Facebook posts
• Defined and executed a strategy to maximize revenue through email communication. Directed targeted email communications.
Developed strategic data-driven customer email programs. Managed and optimized design, content, targeting & messaging of email
communications. Analyzed email performance, bounce and complaint rate.
• Recommended creative formats. Oversaw production of brand-centric messages for radio/ TV spots, point of purchase displays and
print ads Directed vendors & in-house creative team to execute on creative collateral creation Optimized web site experience
• Managed relationships with ad agencies and vendors. Overseeing results. Communicating strategy and ensuring flawless execution.
Maximizing campaign efficiencies. Motivated PR team to maximize free press coverage of events.
• Interfaced with clients in account management role. Set client expectations and deliverables. Synthesized and prioritized input and
requests from all stakeholders to develop product specifications, release schedules, implementation choices and analytics to measure
effectiveness of online communications and on-site events.
• Conducted financial analysis and modeling to build business plans for product offerings & strategic initiatives. Forecasted
marketing and media monthly budgets. Analyzed web site guest behavior to maximize web site message efficiencies.
• Directed internal project management staff and lead cross-functional teams. Assured campaign objectives are achieved on time and
within budget. Fostered professional growth of coordinators. Managed human resources administration (salary administration,
recruiting, performance management, conflict resolution.)
• Conducted detailed analysis of work processes including examination of workloads, non-productive time and deviations from
efficiency standards in order to determine validated staffing requirements. Supplied and implemented recommendations for
productivity improvement, management controls, methods improvement, standardization of processes and function reorganization.
Developing manuals and work-flow charts. Attaining organizational goals through cost-effective ways
RONCO CORP. (Chatsworth and Simi Valley, CA) 1998-2008
Ronco is the world’s oldest Direct Response / Infomercial Company, with an annual TV spend of $12 Million. Founded by Ron Popeil,
Ronco is the leader in bringing quality CPG goods, such as kitchen appliances, to homes all over the United States and abroad.
Media Director
• Operated as a senior client contact, leading strategic and tactical media planning activities. Planned, analyzed, executed and
evaluated campaign performance. Oversaw performance of outsourced media agencies. Directed media strategy and execution of
media plan elements. Performed forecasting, reporting. ROI maximization, P&L responsibility
• Maximized media efficiency by: a) uncovering of new opportunities, b) eliminating of inefficient media spent allocations and c)
maximizing point of diminishing marginal returns
• Maximized net conversion rates by: a) heightening call center performance and b) improving script efficiencies
• Recommended strategy and lead implementation of: a) innovative re-positioning of old product, b) continuity program, c) loyalty
program, d) pricing and packaging strategy, e) search strategy
• Managed agency relationships, ensuring effective communication on creative changes & KPIs. Tracked & analyzed media results
• Performed trend analysis & lifecycle analysis in forecasting performance changes for various product offers. Market/ station/ time/
allocation period analysis.
• Increased efficiency of existing product offering by including free Express shipping
• Upheld brand positioning to ensure that company delivers consumer-centered, revenue-generating product offerings. Preserved
brand-centered communications on web site and in consumer communications.
• Introduced Direct Response element to Ronco’s web site. Supervised edits of streaming video for web offers. Supervised
translations of web offers to Spanish.
• Maintained in-depth knowledge of products from current and historical perspectives. Stayed current on industry trends
• Supervised development of web offers, including SKUs, product codes, offer and up-sell pricing structures within strict budgets.
Senior Buyer
• Profitably negotiated and purchased time for: Broadcast (top DMAs), Regional Cable, National Cable and Spanish
• Generated over $6,000,000 in revenue on annual basis. Expertise in media buying, planning and revenue maximization.
• Managed all aspects of media buying/planning: history analysis, details of campaign placements, negotiation, post-analysis.
• Analyzed trends and forecasted future performance. Shared insights to market obstacles and opportunities.
• Optimized and managed relationships with stations, agencies and brokers in order to optimize successful negotiation results and
assure prime selection of best media schedules for the client. Mentored junior team members
• Tracked success of infomercial campaigns through Cost per Order (CPO) analysis. Proactively rebooked profitable schedules.
• Designed and executed media plans for the assigned group of markets within the established budgets
• Collaborated with Stations/ Reps/ Agencies on improving campaign delivery. Final resource on discrepancy resolution.
• Requested No charges, Make Goods and Rate Reductions to increase profitability. Designed PI schedules
Media Buyer
• Ron Popeil’s apprentice. Trained to buy media by Ron Popeil – the founding father of the Direct Response industry.
• Profitably purchased and negotiated time in small and medium size DMAs
• Maximized media spent on Showtime Rotisserie (5:1 MER), Pasta Maker (2:1 MER) and Food Dehydrator (1.7:1 MER) campaigns.
Negotiated PI agreements and Guarantees
EDUCATION
Pepperdine University, Malibu, CA University of Judaism, LA, CA
Master of Business Administration -- MBA (2006) BA in Business Administration (1997)
SKILLS AND ABILITIES
• Direct Response media buying, negotiation & campaign management. Solid decision-making, planning & problem-solving skills
• Marketing management, brand management, product lifecycle management, leadership and change management.
• Social networking, viral marketing, on-line communication management and blogging.
• Turning high concepts into revenue-generating Direct Response and Marketing programs
• Streamlining budgets for optimal spend. Efficiency management and ROI maximization
• Managing and energizing internal teams. Overseeing performance of external vendors. Persuasion. Negotiation.
• High degree of comfort working in hands-on, entrepreneurial culture.
• Ability to execute against multiple and complex goals in a fast-paced environment.
• Ability to thinks strategically and analytically but act entrepreneurially.
• Positive can-do attitude. Seeing challenges as opportunities and translating them into actionable items.
• Dale Carnegie Leadership Course Graduate. Ability to motivate and persuade others through relationship building.
Contact this candidate