Marketing Customer Service
Resume:
Fedelina Madrid
Pittsfield, Massachusetts 01201
********@*******.***
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PROFESSIONAL EXPERIENCE & KEY ACCOMPLISHMENTS
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Senior Marketing Officer
Vice President, Marketing and Public Relations
Berkshire Bank, (Massachusetts, New York, Vermont)
August 2008 to Present (recruited executive position)
This executive chief marketing position is a member of the extended
executive team and is responsible for enterprise-wide marketing and
communications strategic planning for all pubic relations, marketing,
advertising, promotion, market research, brand development, corporate
sponsorships, and website /online programs.
First year:
. 500% increase in online engagement promotions
. 60% increase in leads from cross-selling programs
. 72% increase in positive PR and media impressions across footprint
Key process and procedure development:
. Developed enterprise-wide online communication tools including: online
brand guidelines, communications toolkits, media request forms, online
sponsorship and grant forms, and a research-based customer social
networking micro site
. Oversaw the evolution of the primary brand
. Created the first-ever media protocol
. Created the first-ever benchmark study (awareness, preference and
development)
. Managed agency relationships including: advertising, public relations,
research, technology team and several writers, graphic artists and
photographers
Chief Marketing Officer
Vice President, Marketing and Communications, US and Asia Pacific
Upper Iowa University (founded in 1857- on campus, online, extended
centers)
December 2005 to December 2007 (contract position)
This executive position oversaw the strategy and development for all pubic
relations, marketing, advertising, website, promotion, market research,
brand development, and external target stakeholder communications.
Accomplishments:
. Two years of record enrollment growth
. 96% increase in inquiry for recruitment in target market (in first
year)
. 200% increase in leads from promotional events
. 91% increase in PR and media impressions and over 96% increase in key
positive media placements
. 24% increase in website key page visits based on new design and path
development
. 75% increase in website secondary page visits
Key process and procedure development:
. Oversaw the creation of the global brand
. Created the first-ever media protocol
. Created the first-ever web council for collaborative development
. Created the first-ever market feasibility model
. Managed agency relationships including: advertising, public relations,
research, technology, graphic designers, and multi-media vendors
. Managed an extended staff of direct and dotted line team members
across the US and Asia
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Chief Executive Officer, US, EMEA
Corporate Social Responsibility
OCD (Consulting), US and global markets
2004 to Present
This consulting position is my own business and provides, on a pro-bono
basis, strategic revenue planning, and partnership communications planning
for non-profits and NGOs in need of marketing planning services.
Collaboration experience includes: international projects in the US,
Mexico, the Dominican Republic, and West Africa.
. Created international corporate and non-profit volunteer partnership
programs
. Created corporate contributions grant request processes
. Developed marketing planning including alliance and partnership
marketing campaigns and cause-related contributions model strategic
advising
. Provided public relations and communications planning
. Oversaw and created internal and external communications (newsletter
oversight, email, press releases, media alerts, key messaging,
executive interviews)
. Lead fundraising efforts (special events, dinners, online and
geographically specific)
. Developed funding network with large agencies and providers including
global corporations, USAID, UN Agencies, Ambassadors, and many large
US and Global Foundations
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Senior Director, Public Affairs, Communications, Community Relations and
Collaborative Marketing, US and global markets
First Data and Subsidiary Western Union, (largest credit card processor in
the world and largest money transfer company in the world)
2001 to 2004
. Created Corporate and US Government Community Information Campaign
with Western Union and IRS (Earned Income Tax Credit) to provide
information and resource direction to nationally targeted US Hispanic
communities with a revenue benefit from services associated with the
campaign of up to $250M US
. Created national corporate, US city, and community marketing alliance
programs with an impact reach of over 200,000 residents and an
increase in participating associated promotions of 25%
. Created and managed educational giving campaigns in US, Mexico, West
Africa, and the Dominican Republic increasing brand and good-will
benefit among key stakeholder audiences and growing brand awareness
significantly
. Created national children's safety campaign - with Formula 1 - Western
Union and select national Boys & Girls Clubs. Associated tracking
with calling card giveaway provided an 80% call-to-action success rate
for loyalty registration
. Created measurement tools including #800 numbers, coded mailings,
webpage sign-on screens, loyalty programs, customer service computer
screen data collection e-sheets, calling cards, video messaging, e-
mail, direct mail, and more
. Created strategic marketing plans for multiple product divisions
. Lead international relationship development with Government Officials,
Business, and Consumer Publics
. Managed staff and agencies including: PR Agency, Communication Agency,
Research Agency, International Agencies, Promotions, E-Commerce, and
Web development and Loyalty Planning
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National Business Development
General Electric, (contract position)
2000-2001
. Re-engaged 75% of lost channel distribution network with General
Electric and SGI national vendors through the development of a
comprehensive online communication network and recommendations for
product consolidation and made-to-order changes
. Designed e-survey and website market research communication tools for
vendor channel
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Regional Apple Computer and 3Com Channel Marketing Consultant
MarketSource, B2B and B2C - Retail and Reseller Marketing Consultant
1997 to 2000 (contract position)
. Created marketing alliance with Apple Computer and Starbucks, tracked
new user registration for Vendor partner, and increased territory
sales by 15% within zip code in first 30 days
. Created Retail Training Program - with 3Com (Palm Pilot) - Office
Depot, Circuit City, Best Buy and CompUSA, increasing sales by 20% in
first 90 days of program
. Created media and promotional buying programs resulting in greater
exposure and placements on radio, print and with select web forums
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Additional Business Development / Marketing Positions: 1991-1997
. Business Development / Fundraising: Allied Jewish Federation, Denver,
CO, Membership and Event Marketing, 1996-1997
. Marketing Research / Business Development: Sedgwick James of Colorado,
Denver, CO, Marketing Associate, 1993-1996
. Business Development / Marketing: Lewan & Associates, Denver, CO,
Account Executive (Business to Business Sales), 1992-1993
. Business Development / Marketing: Associated Business Products,
Denver, CO, Account Executive (Business to Business Sales), 1991-1992
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EDUCATION:
. Continuing Education
Management - 2007
Harvard University, Cambridge, Massachusetts
Extension School, (Business Communications)
. Master of Business Administration
E-Commerce, Marketing & International Business - 2001
Regis University, Denver, Colorado
Private Jesuit University
. Bachelor of Science
Marketing Management - 1991
Metropolitan State College of Denver
Denver, Colorado
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References:
Available upon request
Contact this candidate