Sales Marketing

Barbara Ann Toffolo

*** **** ****, **** 170*-***-***-

**** (C)

Oceanside, NY 11572

**********@***.***

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Marketing, Communication and Brand Strategist

Award-winning Executive with proven ability to raise product awareness and

grow market share

Award-winning marketing communications Team leadership & building

Research & focus groups

Strategic planning & positioning Event Planning

Competitive & market analysis

Social Media Marketing Influential consensus building

Powerful internal communications

Successful product launches Brand strategy and marketing

Full budgetary responsibility

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EXPERIENCE

MSG VARSITY, A division of Cablevision, New York, NY

Account Executive (Freelance)

7/09 - 12/09

Outreach team lead - assisted with launch of MSG Varsity by selling

in program to regional High Schools and managing assigned accounts

. Facilitated contract negotiations

. Conducted editorial brainstorming meetings to uncover compelling

stories within each account

LIGHTWORKS ENTERPRISES INC., A division of Odyssey Networks, New

York, NY

Marketing Director

1/08 - 6/09

Managed the branding, domestic and international marketing and public

relations of the Lightworks brand, a globally integrated TV, film and

new media production and distribution company.

Impact: Maximized profitability of a diverse media product line by

creating and executing individual marketing strategies.

. Guided rebranding initiative to develop a unified identity across

all divisions and developed external communication strategy and

materials in support of re-branding.

. Managed acquisition by spearheading the integration of Sandra

Carter Global inventory and culture into all Lightworks marketing

and trade materials.

. Introduced Web 2.0 strategies to marketing mix via blogging,

Facebook, Twitter

. Directed and managed trade show presence and activities for four

shows annually, domestic and global.

. Developed sales presentations for new product acquisitions and

collaborated with Sr. Management on programming fit with our model.

TOFFOLO CONSULTING

11/06 - 12/07

Consulted with clients on multiple aspects of marketing, marketing

communication and new product development to support new product

launches.

. The Well-Organized Life - Creator/distributor of vital life

document organizers

o Spearheaded product development and managed the day-to-day

execution of all launch elements including, market research,

branding, public relations, website build and marketing and

manufacturing for consumer product start-up company.

. Guthy-Renker - leading direct response company

o Project basis: new product/competitive research.

SHOWTIME NETWORKS INC., A division of VIACOM, NEW YORK, NY

6/88 - 11/05

Over the course of 18 years, held various positions of increasing

responsibility:

Director, Online Affiliate Communication

5/02 - 11/05

Selected by EVP of Marketing/Sales to head up new department charged

with launching and providing ongoing strategic direction and

communication for SHOinfo, Showtime's affiliate business-to-business

website.

Impact: Achieved 1st year launch goal within 6 months, which

translated into over $3.9mm annual production and distribution

savings. Received CTAM Gold Mark award for marketing excellence.

. Deliberated with senior management to develop marketing objectives

and key trade communication strategies resulting in increased

awareness with our main constituents-cable affiliates.

. Collaborated with key internal departments to create integrated external

marketing (brand and product) communication strategy, plans and

deliverables.

. Developed annual performance goals, measured the effectiveness of

the site against objectives and made efficiency and cost saving

recommendations to Senior Management, which often required building

consensus among disparate groups.

. Developed content, registration campaigns and email marketing

campaigns and measured the effectiveness of each tactic against

goals. Achieved 80% of 1stst year launch goal within 6 months.

. Implemented changes to enhance to functionality of the site by

building bridges of understanding between IT and Creative groups.

. Led team of three staff members - producer, content manager and

production supervisor.

Director, Affiliate Communication

8/98 - 5/02

Promoted to head-up and expand department due to success of

previously conceived marketing communication initiatives supporting

new branding and programming model for Showtime family of services.

Impact: Generated increased awareness in trade and consumer press of

Showtime's new brand identity, resulting in incremental revenue for

select key accounts.

. Collaborated with senior management on analyzing the economics of

the business and in turn developed marketing communication strategy

and trade communication messages in keeping with Showtime's new

branding and programming model.

. Editor, RedZone Magazine and RedZone Online. Managed entire

editorial process of bi-annual magazine and monthly webzine designed

as one component of a larger rebranding communication initiative.

. Directed staff of four on development of wide range of B2B

marketing materials to support sales teams, as well as to be

distributed directly to affiliates. Materials, which promoted all

Showtime Network brands and services, included brochures, self-

mailers, e-mails, bi-annual magazine, presentations, competitive

analysis and others. Recognition: Multiple CTAM Mark Award

recipient.

. Developed and implemented positioning, presence and materials for

trade shows and sales conferences.

. Instructed staff on how to analyze competitive issues, develop

competitive responses and create and execute compelling strategic

communications designed to build the brand and keep Showtime

Networks ahead of the competition.

. Full budgetary responsibility - $1.4 million.

Manager, Affiliate Communication

12/95 - 8/98

Highlighted Showtime's new programming and branding initiatives to assist

sales team in their efforts to improve our performance in a highly

competitive environment.

Impact: Earned a reputation as a creative strategist and created promotions

that generated substantial buzz among senior level management throughout

the industry.

. Developed sales communication briefs, affiliate sales

presentations, Q&A, white papers, competitive analysis and other

communications that reflected brand identities and corporate

strategies for Showtime, The Movie Channel, FLIX and Sundance

Channel.

. Conceptualized, wrote and managed development of creative packaging

and collateral materials for internal sales force and trade.

Supervisor, Sales Strategy

8/92 - 12/95

Supported the sales force in their efforts to respond to new

competitive entrants by conducting qualitative research and

developing sales and marketing communications about new services and

product pricing and packaging strategies.

Impact: Received special achievement award for FLIX launch support.

Empowered sales force to sell in new pricing and packaging model by

increasing case study output by over 30%.

Marketing Administration Coordinator

6/88 - 8/92

THE DISNEY CHANNEL, New York, NY

National Accounts Coordinator

6/86 - 9/87

EDUCATION

St. John's University, NY

B.S. Communication Arts

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