Manager Sales

Lisa Gordon

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HIGHLIGHTS OF QUALIFICATIONS:

. Acquire new customers, retain existing customers and

win-back previous customers through direct channels

such as email and direct mail at Weight Watchers

International.

. Promoted from a Senior Circulation Analyst to a

Prospect Circulation Manager at Office Depot.

. Organized, detail oriented, reliable, and capable of

multi-tasking while meeting deadline dates.

EMPLOYMENT:

Weight Watchers International Corporate Headquarters - New York, NY

eCRM MANAGER (2008-Present)

EMAIL:

. Accountable for the budget, strategic planning and revenue goals

for 58 million email deployments annually across 6 unique segments,

resulting in 12% overall growth

. Analyze direct marketing programs on a weekly, monthly and

quarterly basis. Develop and present monthly reports based on the

analysis

. Coordinate all aspects of email initiatives including creative

development, test implementation, database development,

segmentation, data processing, deployment, delivery and reporting

. Work closely with cross functional teams, departments and outside

vendors to facilitate continuous process improvements that result

in service which will consistently meet or exceed customer

expectations as well as drive customers through the direct

marketing channel

. Set-up CPA and Co-Registration programs with outside vendors to

acquire new leads/customers

. Lead and mentor 7 international marketing teams on the development

and refinement of online marketing strategies and best practices

DIRECT MAIL:

. Create, own and drive the strategic vision of 6 direct mail

campaigns per year totaling 1.8 million names annually that support

short-term and long-term business goals and brand building. This

resulted in a 110% increase over prior year

. Test different mail formats and offers to determine highest gross

profit and incremental conversions

. Saved ~$75,000 in printing costs by printing at the same time as

other direct mail campaigns

Office Depot Corporate Headquarters - Delray Beach, FL

PROSPECTING CIRCULATION MANAGER (2004-2007)

CATALOG:

. Managed the Prospect Catalog generating over $65 million in sales

annually, bringing in over 120,000 new customers to the company

. Saved ~$1 Million in paper costs by adopting a slightly smaller

catalog format

. Supervised the creative design, merchandise assortment, and pricing

strategy for 12 catalog mailings per year Included implementing a

clean, promotional design, merchandised with top sellers in each

category, competitively priced to entice the prospects first

purchase

. Established the circulation and segmentation strategy for each

mailing totaling over 35 million names annually. Included deciding

which rental lists to include in each mailing

. Selected and sourced the items featured as free giveaways on the

front cover of Prospect Catalog to entice prospects first purchase

. Maintained relationships with various external vendors including

list brokers, list managers, premium vendors and service bureaus

ECOMMERCE:

. Managed the marketing message, product selection and premium offer

for monthly acquisition emails

. Created multi-channel marketing efforts through catalog and email

to increase response rates and cross channel efforts

. Designed various test cells to determine best ROI and tie in LTV

. Organized email append programs with outside vendors

OUTBOUND TELEMARKETING:

. Coordinated with a 3rd party vendor on an outbound telemarketing

program for high value prospects, which offered a discount price

plan of our basic product assortment upon qualifying

. Created the script and provide the names and phone numbers to be

called on

SENIOR CIRCULATION ANALYST (2002-2004)

. Executed the circulation strategies established for the Customer

catalog mailings aimed at retention of current customer base

. Responsible for analyzing current programs and strategies and

communicating to upper management suggested courses of action

. Communicated with various departments across the company to

establish a cohesive, multi-channel shopping experience for

customers

The Mark Group - Boca Raton, FL - A multi-brand, multi-channel, direct-to-

consumer marketer of women's apparel & home accessories. The Mark Group,

Inc., consisted of three dynamic brands: Boston Proper, Charles Keath &

Mark, Fore & Strike

CIRCULATION MANAGER (2000-2002)

. Prepared annual circulation and demand budget plans for nine

offers, totaling 22 million catalogs, while working closely with

brand manager and other top level executives

. Forecasted daily and weekly demand and orders for 18 mailings

. Managed, created and executed direct mailing campaigns from

beginning to end

. Developed housefile segmentation and prospect list selection

. Interacted and coordinated with outside vendors including printers,

list brokers and database managers as well as internal departments

such as creative, merchants and inventory control

. Tested new promotions and marketing strategies while analyzing

results to maximize ROI

. Wrote review critiques once a book had been tracked and was 100%

complete

. Supervised and trained Circulation Analysts

ASSISTANT CIRCULATION MANAGER (1998-2000)

. Built revised plans off of budget plans which were presented at

strategy meetings

. Led planning meetings which increased exposure to upper level

management

. Managed alternate media programs

. Coordinated and managed interactions with the letter shop by giving

printing and binding instructions for the component make-up of each

catalog

CIRCULATION ANALYST (1996-1998)

. Prepared analysis of mailing results

. Collected sales data in developing demand forecasts (projections)

. Tracked weekly sales and coordinated report distribution to all

corporate levels

. Managed catalog decoy delivery tracking working closely with Hauser

Tracking Services

. Audited all counts in the merge-purge process

. Managed creation and execution of re-mails

. Proofread the catalog for content errors

EDUCATION:

University of Florida, May 1996 - Bachelor of Science in Business

Administration, Finance

References Available Upon Request

Contact this candidate