Sales Manager

Randi Desiderio

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Marketing Communications

Results-driven professional with 14 years of marketing experience for B2C

and B2B industries in diversified fields such as energy and resource

conservation, sports entertainment, air transportation and home

improvement. Demonstrated ability to lead cross-functional teams that

deliver brand visibility, increase customer retention, maintain quality and

fulfill bottom-line objectives. Multi-channel marketer with delivery

expertise in offline and online channels such as direct mail, print and

online advertising, email marketing, media, public relations and website

development and management.

Client Services . CRM/Loyalty . Green Initiatives and Sustainability .

Email and Web Development .

Database Segmentation . Event Sponsorship . Budget Management .

Public Relations .

Brand Planning and Strategy . Contact Center Management . Merchandising

. Project Management

RecycleBank, New York, NY 2009 - present

Marketing Manager

Responsible for developing high-impact, consumer communication strategies

that drive green behavior to reach over 1.5M households in over 300 US

communities. Increase partner sales and market share by 32% (avg.) with the

utilization of RecycleBank's core products and services. Maintain company

brand integrity by managing municipaility program launches and lifecycle of

select products/solutions with strong ability to make complex offerings

clear, attainable and compelling.

. Create consumer communications designed to drive acquisition and

retention including advertising, tv, radio, print and media

. Lead team of stakeholders to ensure exemplary buzz is created for

program/product launch-including a 15% acquisition lift in PR efforts

alone for energy reduction pilot program

. Maintain brand strategy, market position and product value proposition

based on market success factors

. Modify and adjust marketing and PR plans to ensure continued

effectiveness based on performance

. Define and build marketing programs that support new product launches

and lifecycle maintenance

. Outline messaging for B2B collateral, sales presentations and white

papers

. Craft and communicate sales messages, budget all aspects of marketing

campaigns and analyze effectiveness of spend for multiple product

lines

Carlson Marketing Worldwide, New York, NY 2006 - 2009

Account Supervisor

Clients: ESPN, Advanta, ARAMARK Conference Centers

In charge of total business management of ESPN's CRM co-branded credit card

program with over $2.3M in gross profit. Created and implemented marketing

plans with integration between clients, financial institutions and agency

service areas: creative, interactive, production, merchandise, operations,

IT, analytics and customer service. Managed clients' budgets and P&L's,

strategic planning and tactical execution. Involved with client pitches and

RFP's.

. Successfully launched ESPN credit card rewards program with a 62%

retention rate over three years

. Led online and web initiatives for client site creation, enhancements,

content updates and email blasts

. Grew ESPN email channel reach 47% by instituting customer lifecycle e-

based communication stream

. Identified opportunities to build brand awareness, program growth and

market share

. Utilized cost-effective tactics and website functionality to drive

lift in merchandise redemption

. Scored a 97 (out of 100) for account management and overall

relationship in Client Satisfaction Survey

. Migrated 250,000 Advanta small business cardholders to a robust online

platform

. Developed B2B digital communication plan that increased Advanta

merchant participation by 28%

. Provided strategic consulting and created market penetration plan for

The National Conference Center and

West Belmont Place

Senior Account Executive, Client: British Airways 2002 - 2005

Established and managed relationships with multiple British Airways clients

and their respective industry partners, including financial institution,

JPMorgan Chase. Developed and applied strategy and communications plan for

partnership team with an annual budget of $1.8M. Directed day-to-day

operations serving as an extension of client partnership team.

. Coordinated acquisition, retention and attrition campaigns for co-

branded credit card

. Increased card portfolio an average of 9.5% each year

. Supervised one Account Executive

R. Desiderio Resume, continued

Account Executive, Client: British Airways 2001 - 2002

Coordinated online content and managed promotional campaign development for

all partnership projects.

Led creative and delivery management teams in direct mail and email

execution to ensure client satisfaction.

. Orchestrated partnership HTML e-communication with 43% open rate

. Promoted to Senior Account Manager within first year

Wilson Relationship Marketing, New York, NY 2005 - 2006

Senior Account Manager, Clients: The Home Depot, Bayer HealthCare

Team account leader with responsibilities that included execution of

multiple direct to customer communications for three The Home Depot credit

card brands. Overall program management integrating client and financial

partner, Citibank, with multi-member account team, creative, studio

services and production teams. Budget, P&L, estimates and monthly

reconciliation management with client and vendors.

. Generated 1.7M incremental sales for 2005/06 fiscal year with delivery

of The Home Depot Top 10 magalog

. Developed a strategic communications plan for diagnostics sales and

marketing division of Bayer HealthCare resulting in a 35% response

rate for inaugural CRM program newsletter

Professional Sports Publications, New York, NY 1998 - 2001

Editor, Clients: NY Knicks, NY Jets, Yale University, Atlanta Motor

Speedway, Citrus Bowl

Led the development of marketing communication materials as the primary

contact for professional and collegiate sports teams and associations.

. Successfully met every deadline producing multiple game day magazines

per sports season with daily responsibilities that included writing,

editing and light design and layout modifications

. Hired and managed staff of copy editors, graphic designers, freelance

writers and photographers

. Promoted from Copy Editor to production/managing Editor within 10

months

Colgate University, Hamilton, NY 1996 - 1998

Athletic Communications Assistant

Primary media contact for nine Division I sports teams.

. Designed, wrote, and produced team media guides and game programs

. Wrote press releases and feature articles and co-edited weekly

newsletter

. Supervised student staff workers

Education

Le Moyne College, Syracuse, NY

B.A. in English/Communications, Minor in Business Administration

Communications and Media Relations Internships

National Basketball Association (1994) . Women's Sports Foundation (1995) .

Girl Scouts of Central New York (1996) . Le Moyne College Athletic

Communications (1993-1996)

Personal

Lighthouse International, New York, NY - Volunteer Reader . ECAC-SIDA

Sports Information Conferences - Selected Speaker . Newhouse School of

Communications (Syracuse University) - Guest Speaker . NCAA Division II

Women's Basketball student-athlete - Four-year starter

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