Sales Manager

ANDREA M. CASSESE

* ***** ***** ****: 773-***-****

Barrington, Illinois 60010 *********@********.*** Home: 847-***-****

MARKETING EXECUTIVE

Accomplished in building and managing new product revenues and lean

marketing organizations. Demonstrated expertise in new product

development, marketing analytics, go-to-market and web strategies,

collaborative sales support, and developing/implementing international

programs. Experience spans Business-to-Business (healthcare, technology,

manufacturing, services) and consumer marketing.

EXPERIENCE

JOINT COMMISSION RESOURCES Oak Brook, Illinois 2003 - 2009

Consulting and education (publishing, training, software) subsidiary of

$150 million, 1,000-employee not-for-profit organization that

accredits/certifies over 16,000 health care organizations in the US and

abroad.

Executive Director, Marketing

Built and led domestic and international marketing organization.

Responsibilities included branding/positioning, market and competitor

research, website, direct mail and e-Marketing, lead generation programs,

and tradeshow execution. Managed $5 million budget and total department of

10.

. Increased marketing team's effectiveness and reduced project cycle

times 50%, from an average of 75 to 37 days, through time-based

processes and deadline accountability.

. Successfully launched organization-wide branding and positioning

strategy 'Partnering Through Better Outcomes' that improved customer

perceptions in 9 out of 10 categories. Results were statistically

significant compared to their category benchmarks.

. Developed new website strategy that repositioned products and

increased direct sales.

> Leveraged Search Engine Optimization (SEO) and new dynamic,

interactive content to increase web visits to 25,000 unique

visitors per week and drive sales of educational products;

> Translated website into 5 different languages with dynamic

language translation program along with a native-English phrase

library;

> Began development of social media strategy utilizing Facebook

and Twitter to foster learning communities and customer

interaction.

. Executed 150+ integrated marketing programs to health care

organizations that drove $25 million in direct sales annually.

> Doubled annual product catalog sales to $2 million, utilizing a

mix of upgraded content, teaser promotions, new layouts, and a

blend of electronic and print versions;

> Generated over 130 consulting leads with an eNurturing program

for key tradeshow attendees. Response rates were twice the

vendors' normal response rate;

> Reinvigorated sagging periodical sales with new direct mail

program that generated over $400,000 in new subscriber revenue

and exceeded sales budget.

. Deployed new global trade show strategies that resulted in 1,500 leads

supporting 10% annual growth for the domestic and international

consulting businesses. Additionally, saved half an FTE by outsourcing

warehousing and shipping functions.

. Established new process and methodology for measuring and tracking

customer satisfaction within 13 product-specific categories.

ANDREA M. CASSESE Page Two

STANDARD REGISTER COMPANY Dayton, Ohio 2001 - 2003

A $971 million, 3,000-employee leader in document management services for

multiple industries.

Vice President, Marketing

Established marketing infrastructure for new outsourcing services business

unit targeted at the Insurance, Healthcare, and Financial Services markets.

Responsible for product development, go-to-market strategies, competitive

tracking, market research and marketing communications. Managed $3 million

budget and a team of six.

. Collaborated with senior management to build and communicate new

vision/strategy.

. Launched 4 new products in first year, including an outsourced billing

solution for hospitals and 'Design on Demand' web-based system, for

customized collateral using a library of pre-approved text and photos.

. Developed 3 vertical service segments to meet 10% annual growth

objectives. Hired industry experts to execute and implement market-

driven strategies.

MOORE CORPORATION (Now RR Donnelley) Bannockburn, Illinois 1995 - 2001

A $2.5 billion, 10,000-employee leading supplier of outsourced document

solutions. (NASDAQ: RRD)

Director, Marketing

Responsible for new product development, product management, vertical

market strategy, pricing, and sales support for business unit focused on

business process outsourcing for the Telecommunications, Insurance, and

Financial Services markets. Managed $600,000 budget and a team of six.

. Programs and products helped drive business unit revenue growth of $46

million (from $14 to $60 million), a 44% CAGR over a four-

year period.

> Launched 10 new products by driving market analysis, financial

modeling, product development, go-to-market strategies, sales

support, and manufacturing support. Revenues accounted for 50%+

of business unit revenue;

> Developed self-service web-based client services suite,

including a production tracking module that improved response

times and customer satisfaction.

. Standardized product pricing models that improved margins and sales

force productivity.

ADDITIONAL EXPERIENCE

Roles include Director, Marketing-Credit Card, Product Manager, Sales

Manager-Large Account Team, Manager-Consumer Marketing, Account Executive

at AMERITECH/ATT (1980-1995); Sales Rep at CR BARD (1978-1980); and

Territory Manager at JOHNSON & JOHNSON (1976-1978).

EDUCATION

MBA Wayne State University Detroit, Michigan 1986

BS Business Administration Bowling Green State University,

Ohio 1975

Change Agent Training (GE) 2008

Six Sigma Champion Training 2001

Kellogg Executive Management Program 1996

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