Manager Sales
Resume:
DAVID A. VALENTINO
Vernon Hills, IL 60061
************@*******.***
FREELANCE
Clients since March 2008 include Horizon Publishing (financial newsletters,
include Upside and Dow Theory), American Association of Individual
Investors (memberships), Market Sense (agency, working on Collectors
Society for coins, paper currency, and comics).
SENIOR WRITER
Morningstar, Inc., Chicago, IL, 1996 to 2008
Analyzer and publisher of information about mutual funds and stocks. I
wrote direct mail, space ads, postcard decks, banner ads, e-mails, landing
pages, product pages, back-end conversion efforts, renewals, and video
scripts. I also wrote two monthly electronic newsletters: Library Notes
and Best of Morningstar. In addition, I developed offer ideas, such as
free information booklets, free issue incentives, etc.
Some accomplishments include:
. Suggested and tested a new offer nearly doubling the net ROI on one
publication.
. Wrote and tested a new envelope headline that increased control
response 15%.
. Recommended and helped develop a series of editorial premiums that
have boosted response by as much as 20 percent.
. Wrote one of the best multiple product ads as measured by ROI.
. Successfully launched our newsletters, Morningstar StockInvestor,
Morningstar DividendInvestor, and Morningstar Practical Finance.
. Developed and wrote our monthly e-newsletter to libraries showing how
to market electronic databases to patrons
. Wrote and managed monthly Premium Membership e-mail program.
freelance direct marketing copy/consultation
Valentino/Creative & Marketing Services, Vernon Hills, IL, 1986 to 1996
Marketing and creative services. In addition to copy, services
included strategic planning, creative development, lists, computer
services, production, response analysis.
Examples of accomplishments include:
. Oc -Bruning: A quarterly supply catalog returning $10 for each dollar
spent.
. Harris Bank: A dimensional mailing resulting in $9 million of new
commercial business.
. Southwestern Bell/Metromedia Paging: A mailing producing a 50%
increase in Chicago dealer network.
. American Dietetic Association: A National Nutrition Month campaign
boosting promotional item sales 25% over previous year.
Clients included the American Bar Association, the American Dietetic
Association, AM Multigraphics, Commerce Clearing House, Dearborn Financial
Publishing, Discover Card, First Card, Harris Bank, IBM, Matthew Bender,
Mosby, Oc -Bruning, Times Mirror International Publishers, Southwestern
Bell/Metromedia Paging.
Vice President
Jack Levy & Associates, Chicago, IL, 1985-1986
Full service general advertising agency. Started agency's direct
marketing group; hired and managed a staff of three. Major Client:
Motorola.
Account Supervisor
Kobs & Brady (now DraftFCB), Chicago,
IL, 1983-1985
Full service direct marketing agency. Managed a group of five account
executives. Major Clients: BellSouth; Nestl ; The Company Store.
Marketing Manager
Cordura Publications, San Diego, CA, 1979-1983
Publisher of technical information for electronics engineers; hired by
former McGraw-Hill supervisor after he became vice president and publisher.
Managed domestic circulation and advertising space sales, an international
network of over twenty independent contractors selling direct, and an
office staff of four. Helped move company from New Jersey to California
and started in-house telemarketing department.
Circulation Market
Development Manager
Business Week, McGraw-Hill, New York, NY, 1976-1979
International weekly business magazine. Managed domestic and international
new and renewal subscription sales via direct mail with one staff
assistant. Expanded tested list universe and expanded monthly hotline
mailings, boosting overall response.
OTHER EXPERIENCE
Staff copywriter for Prentice-Hall, John Wiley & Sons, Beneficial
Management Corp., and the American Institute of CPAs from 1971 to 1979.
PROFESSIONAL ASSOCIATIONS
Chicago Association of Direct Marketing (Screening Chairperson for 1994
Tempo Awards); Independent Writers of Chicago (1996 seminars co-chair).
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