Marketing Sales

Edward Hughes Home 434-***-****

*** ********** ****, **** 516-***-****

Charlottesville, VA 22901 *********@*****.***

MARKETING EXECUTIVE

Direct Marketing, Database Marketing, Data Mining and CRM

Expert in support of numerous marketing applications (mail distribution planning, customer

segmentation, market basket analysis, loyalty marketing, modeling, trade area analysis) for a

variety of firms (financial service, CPG, retail and investment companies). Skill set includes

direct marketing, CRM, decision support, database marketing and loyalty marketing.

CAREER HIGHLIGHTS

BUSINESS DEVELOPMENT AND SALES MANAGEMENT

• PRESIDENTS CLUB AT HARTE-HANKS, CDP MARKETING, CLARITAS AND URBAN DECISIONS

• OPENED NEW VERTICAL MARKETS AT CLARITAS AND HARTE-HANKS

• BUILT AND MANAGED SALES/ACCOUNT MANAGEMENT STAFFS AT CDP, HARTE-HANKS, IQO

• DEVISED PRICING SCHEMES, ESTABLISHED LICENSING TERMS, SET QUOTAS AND COMPENSATION

• INSTRUMENTAL IN FORMULATING SALES/BUSINESS DEVELOPMENT EFFORTS AT CITIBANK

DATABASE MARKETING (CRM) AND CUSTOMER ANALYTICS

• INVENTED AND LED DEVELOPMENT OF P/CIS AND PREDICT CUSTOMER ANALYSIS SYSTEMS.

• LED DEVELOPMENT OF CUSTOMERVIEW AND BASKETVIEW DATA MINING SYSTEMS.

• BUILT AND MANAGED DATA ANALYSIS STAFF AT KMART.

• DEVISED, PRESENTED AND SOLD DATABASE MARKETING/LOYALTY MARKETING PLANS TO CLIENTS.

DIRECT MARKETING

MANAGED DEVELOPMENT OF KMART’S MARKETING DATABASE-85 MILLION HOUSEHOLDS.

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DESIGNED AND DEVELOPED DIRECT MARKETING BUDGETING AND PLANNING TOOLS.

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$30 MILLION

• DEVELOPED AND SOLD VENDOR FUNDED LOYALTY MARKETING PROGRAM THAT PRODUCED

IN AD REVENUE AT KMART.

INSTRUMENTAL IN MANAGING KMART’S 400 MILLION-PIECE ANNUAL DIRECT MAIL PROGRAM.

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PROFESSIONAL EXPERIENCE

GEOBASE CONSULTING

Principal, 1997 to Present

Consultant providing expertise in implementation of CRM, Database and Loyalty Marketing

systems, strategies and tactics for Consumer Marketing Companies. Principal clients include:

Kmart Corporation, Citibank, IQO, Coles Myer and eircom.

eircom

• Evaluation and process recommendations for eircom’s database marketing and customer

retention program (ongoing).

Coles Myer (Australia’s largest retailer)

• Advised Coles on use of customer database in customer loyalty programs and in

particular in use of information for location based segmentation and target marketing.

Citibank (Citicorp Credit Services)

Edward Hughes 434-***-**** Page :

Provided expertise in the areas of sales, marketing, business development and product

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development for a new Citicorp business called “Citi360”. -a database segmentation

system developed from the Citicorp Credit Card database. Presented concepts and

products to major retailers.

IQO (Company provided BI software and applications to Fortune 1000 companies)

• Built Business Development group consisting of staff of four.

• Developed and launched “Customer View” and “BasketView” data mining applications

and sold applications to retail and CPG companies. Applications consisted of Internet

enabled analytical data marts for distribution to supply chain partners.

• Devised ASP pricing scheme and established software-licensing terms.

• Negotiated licensing and marketing agreements with channel partners.

Kmart Corporation

• Developed Kmart Data Works - an organization devoted to analysis of the Kmart

customer database. Developed business plan, budgets and staffing plan. Hired and trained

staff. Set analytical frameworks for data analysis.

• Sold direct marketing programs based on the Kmart database to Kmart CPG suppliers.

• Developed various planning tools, including annual DM calendar/budget and weekly

event status reporting.

• Developed $30 million in outside funding to support Kmart database programs.

OKRA MARKETING, TAMPA, FL.

Vice President, Financial Direct Marketing, 1994 to 1997

Introduced Okra’s client/server database marketing software to insurance, mutual funds and

brokerage industries.

Responsible for designing database programs for customer retention and cross-sell.

HARTE-HANKS DATA TECHNOLOGIES, BILLERICA, MA.

Vice President, Direct Marketing, Insurance/Investments, 1990 to 1994

Led effort to develop direct marketing franchise for Harte Hanks in the investment industry.

Implemented direct mail initiatives to support this effort. Major accounts included Dreyfus,

Janus, John Hancock and New England Life.

• Prepared and presented database marketing plans to senior management.

• Developed concept for and brought to market Harte Hanks’ Predict desktop response

modeling product: designed initial marketing and sales plan, guided look and feel of

user interface and managed consulting firm that built statistical engine.

CDP MARKETING, HAUPPAUGE, NY. (CDP ACQUIRED BY HARTE HANKS 1989)

Senior Vice President, Direct Marketing, 1986 to 1990

Managed sales/account management staff of 15. Major clients included First Interstate Bank,

Barnett Bank and Bank One.

• Invented and led development of two desktop marketing systems that continue today as

Harte Hanks’ P/CIS and Predict systems.

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Edward Hughes 434-***-**** Page :

CLARITAS CORPORATION, NEW YORK, NY.

Group Marketing Manger, 1984 to 1986

Responsible for business development in the financial service and retail industries. Sold major

database and software installations to financial service firms, retailers and brokerage firms.

URBAN DECISION SYSTEMS, LOS ANGELES, CA.

Vice President, Sales, 1980 to 1984

Responsible for business development. Company offered a variety of demographic databases via

online networks and desktop installations.

EDUCATION

UNIVERSITY OF CALIFORNIA, BERKELEY, CA.

M.A. Urban Geography/Planning

B.A. Urban Geography/Planning

Regents Fellow and Research Assistant

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