Manager Sales
Resume:
Amy Skiff
Clermont, FL 34711
abirpq@r.postjobfree.com
Summary
Senior Marketing Executive with extensive experience in consumer and
business to business communications. Leader with broad marketing, strategic
planning and creative development experience across multiple industries.
Big picture thinker with proven ability to solve complex business problems.
Consistently obtains high performance results through leadership and team
building. Expertise includes:
. Strategic planning
. Brand strategy
. Business to business communications
. Direct response marketing
. Internet product development & promotions
. Email marketing and list building
. Event marketing
. Creative design leadership
Professional Experience
ESPN/BASS - Orlando, FL
4/05 - Present
BASS, a division of ESPN, is a multi-media (TV, print, Internet) and
tournament organization serving the bass fishing community. Responsible for
leading company marketing efforts, business strategy, magazine operations
and sales support.
Senior Director, Marketing
. Repositioned 40 year old brand as the leading edge content source for
avid anglers. Brand strategy included consistent Bassmaster ID, creation
of internal multi-platform content team and strategic focus on media
assets vs. historic membership centric approach.
. Led creation of marketing plan that drove record 2009 Bassmaster Classic
attendance of 137k; generated 12 million web pageviews, nearly 1 million
viewing minutes on ESPN3.com, grew merchandise sales by 25% and
maintained TV ratings. Plan included leveraging ESPN media assets,
engagement of promotional partners and sponsors, and purchasing local
media.
. Improved magazine portfolio net profit by $900k by reducing direct
response acquisition costs, deploying new product pricing, conducting
market research, outsourcing fulfillment operations and refining customer
mix.
. Generated $500k+ net profit by launching online membership as alternative
option to base membership.
. Improved customer support by consolidating all inbound phone points of
contact. While call volume has expanded by 65%, expenses remain flat and
team generates $200k+ annually in ancillary sales.
. Expanded team role to support the ESPN Outdoors sales organization in the
areas of packaging assets and creation of sales materials. Developed co-
marketing program to regain business of key advertiser.
. Grew email distribution list by 733% by leveraging online promotions,
purchased email updates and improved member correspondence. List is key
marketing vehicle and serves as advertising revenue source.
CITGO Petroleum Corporation - Tulsa, OK
5/97 - 4/05
Leading US petroleum marketing and refining company.
Manager, Brand Development
10/04 - 4/05
Promoted to lead advertising, sponsorship and brand development team with
annual operating budget of $25M.
. Led Hispanic brand building initiatives by securing Hispanic ad agency
and creation of marketing plan including ESPN Deportes, MLS, launch of
Spanish marketing content on corporate website and brand positioning
-"Por buen camino".
. Drove advertising strategy to support corporate brand positioning,
increase consumer awareness and conversion, maximize national/regional
sponsorship ROI and support trade advertising needs while providing
overall reduction in annual advertising expenditures.
Manager, Marketing Communication
5/03 - 10/04
Communications role expanded to encompass regional advertising and market
research. Responsible for aligning corporate and regional advertising
strategies and spending to drive brand awareness and retail sales.
. Launched the Market Activation Program to maximize ROI on a $14M
advertising budget. Program included increased distributor co-funding,
development of sales promotions with English and Hispanic marketing
executions and regional sponsorships.
. Led the development and implementation across all communications of new
brand positioning "For the road ahead" which balanced consumer insights
with those of our distributor based network.
Manager, Creative Communications
10/01 - 5/03
Promoted to lead internal Creative team though re-organization and
redefining of quality of communications.
. Drove increase in overall quality of communications, expanded the number
of projects assigned and reduced operating expenses by 10% through team
reorganization.
. Launched industry leading business website by evaluating content and
functionality needs and conducting customer usability research. Website
provided improved customer service, real time access to data, ability to
download complex reports and improved ease of use.
Manager, Business Strategies
3/00 - 10/01
Responsible for aligning corporate business strategy to marketing strategy
and communications.
. Led development of marketing business strategy by identifying key goals
and working with Brand Operations, Credit Card, Advertising and Lubricant
Marketing teams. Results included consistency of messaging, engagement of
employees at all levels and development of effective marketing plans.
. Improved distributor and retailer communications by leading Communication
Best Practices team and development of marketing manual outlining key
programs as a companion to our web offering.
Manager, Credit Card Special Projects
5/97 - 2/00
Responsible for evaluating new business opportunities and financial
reporting/budgeting for industry leading credit card business.
. Successfully launched premier credit card program targeted to drive
incremental revenue from existing credit card customers plus led
introduction of a new suite of Fleet Credit Card products.
. Responsible for financial reporting and analysis which led to elimination
of credit card field marketing roles, negotiation of network transaction
fees and annual credit card fee revenue planning.
The UNO-VEN Company - Arlington Heights, IL
1/92 - 4/97
Regional petroleum marketing and refining company whose operations were
ultimately absorbed into CITGO Petroleum. Held various positions and was
promoted 3 times in 5 years. Accomplishments/experience included:
. Increased credit card fee revenue by $100k.
. Supervised operations of company operated convenience stores and retail
dealers, set petroleum pricing, developed convenience store layouts,
promotions, and manager incentive programs, and provided
dealers/convenience store business plan counseling.
Education & Training
Indiana University BA Economics 1991
Women in Cable Television Betsy Magness Leadership Institute Class XVIII
October 2008-May2009
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