Marketing Customer Service

BILL VAN DE LAARSCHOT

***** **** ***

Eden Prairie, Minnesota 55347

952-***-**** Home 952-***-**** ext. 33106 Work

952-***-**** Cell

abif1s@r.postjobfree.com

CAREER GOAL:

Executive level marketing role that utilizes extensive experience in all aspects of the marketing

function and unique management skills. Areas of critical interest include: digital marketing,

customer relationship management, branding and direct marketing.

ACCOMPLISHMENTS:

30% increase in conversions and sales: In current role, leading development of all digital

marketing efforts including email, SEO, paid search, affiliate and site optimization–most

notable clients include Microsoft and Kodak.

Developed rebranding strategy for Carlson Wagonlit Travel. Created vision and strategy for

positioning bricks and mortar travel agencies against the major online providers. The

branding is still used today and defines the benefits of choosing a personal travel agent.

Increased lead generation efforts by 250% while doubling coop funding from key travel

suppliers. Created new products and tracking capabilities to provide suppliers with actual

program results.

Created innovative customer experience for British Airways using predictive modeling and

segmentation. Initiative changed dramatically the speed by which program benefits could

be delivered to customers and ultimately changed communication and customer service for

the airline.

Introduced predictive modeling within Select Comfort and closely tied the lead conversion

strategy to segmentation and predicted customer value. Aligned costs with the most

qualified prospects and thus reduced overall cost per conversion.

Lead the development of a complete customer relationship management system which

allowed the Carlson franchisees to effectively communicate directly with their customers

and manage the selling of preferred suppliers at the 1,000 individual agency locations.

EXPERIENCE:

Digital River, (2006 Present).

VICE PRESIDENT, STRATEGIC MARKETING: Lead the team responsible for developing custom

marketing initiatives for the largest Digital River e commerce clients. The group provides specific

expertise in paid search, affiliate marketing, email, SEO and site optimization

Provide strategic e commerce marketing efforts designed to achieve client and DR sales goals.

Similar to a marketing agency the group provides full service capabilities including creative,

planning, account management, database management and measurement & analysis.

Customer Experience Marketing, (2005 2006).

VICE PRESIDENT, MANAGING PARTNER: Provided marketing consulting in the area of

customer management. Projects include customer mapping, new customer acquisition, retention

and win back in a wide variety of industries including; financial services, travel and retail.

Responsible for business development as well as actual consulting services.

Carlson Leisure Group, (1999 2005).

VICE PRESIDENT, MARKETING & CLIENT SERVICES: Responsible for all account management

for CLTS loyalty marketing customers and for new product development. Developed programs to

create a direct to consumer online travel business and the creation of a travel portal for clients and

their employees. Also developed loyalty marketing strategy and recommendations for clients

including Merrill Lynch, MBNA, Capital One, Certegy and more.

VICE PRESIDENT, MARKETING: Responsible for all marketing efforts within the approximately

1,000 store Carlson Wagonlit Travel retail division. Specific areas of concentration included: brand

management, customer loyalty, ecommerce, national promotions, database marketing, strategic

marketing alliances and supplier relations. Managed all communication with the advisory board

designed to obtain buy off of the strategic marketing direction and the appropriation of a marketing

budget of more than $10 million.

Carlson Marketing Group (1990 1999).

VICE PRESIDENT, MANAGEMENT SUPERVISOR: Responsible for management of a variety of

accounts within the Loyalty Division. Directed strategic relationship marketing efforts for major

accounts and had ultimate responsibility for client portfolio. Complete P&L responsibility within

the Division for all business under my supervision. Client list included: British Airways, United

HealthCare, Merrill Lynch, Disney Licensing and Westin Hotels.

SENIOR ACOUNT SUPERVISOR: Directed the efforts of the new business development team for

the Loyalty Division; successfully obtaining substantial gains in new business. Responsible for all

strategic planning related to each new business opportunity.

PRODUCT MANAGER: Functioned as product manager in the development of direct marketing,

promotional products and services created in conjunction with The Tally Reward Program (an

electronic stamp program operating as a joint venture between Carlson Marketing Group and

BellSouth Enterprises).

Carmichael Lynch Direct.

Bozell, Jacobs, Kenyon & Eckhardt,

ACCOUNT EXECUTIVE: Consulted on a wide variety of accounts within the agency. Planning

included lead generation, traffic building, and catalog marketing.

EDUCATION:

University of Missouri, Kansas City Professional Direct Marketing Certification

University of Minnesota, Minneapolis.

Major: B.A. in Journalism and Mass Communication, Advertising Emphasis

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