Marketing Manager

REBECKA NELLI

Marketing Director

**** ***** **** ***** *********, North Carolina 28210

H 704-***-**** W 704-***-**** Email: abnj80@r.postjobfree.com

OBJECTIVE

A marketing position with a small to medium sized company in North Carolina that will allow me to use my

10+ years professional experience to drive growth using analytical savvy, creativity, and collaboration.

KEY STRENGTHS

A goal-driven multipurpose marketing strategist with a passion and track record for creating customer focused

solutions that generate new sources of revenue.

New Product Development Brand Building & Brand Management

Direct Response Marketing Customer Insights & Market Research

ROI Communications

Media Promotions Execution

Strategic Planning Manufacturing & Inventory Management

Supplier & Agency Negotiations Project Management

Team Leadership Business Cases

DEMONSTRATED SUCCESSES

• Promotions: Identified and tested breakthrough opportunity adding 100,000 new accounts annually.

• Public Relations: Generated 3 million impressions via radio, TV, and print for start-up company through

grassroots PR and networking.

• Direct Response: 20% increase response rate of direct marketing using sophisticated testing statistical tool to

adjust targeting strategy, product offer, and creative.

• Customer Loyalty: Defined new loyalty strategy that increased profitability 15% across the portfolio.

• Relationship Management: Cut costs 20% by developing improved agency pricing structure to limit

profitability risk, shifting implementation responsibility to vendor.

• Internet Marketing: Used internet organic search engine optimization to reach top 5 in key categories.

• New Development: Led division concept ideation session, resulting in 1000 ideas, 20 strong concepts,

and ultimately four new products.

• Product Placement: Spearheaded strategic product placement effort on network television which

resulted in quadrupling impressions versus prior years.

PROFESSIONAL EXPERIENCE

TRREX, Inc Charlotte, NC 2007-Present

Director of Marketing

Build start-up company to launch cooling apparel within industrial and military markets. Determine 3-Year

Plan, including targeting, positioning, marketing, and P&L. Create a vision for Board of Directors,

investors and suppliers. Create business documentation and processes. On target for $5 million revenue by

Year 3.

• Created survey, testimonials, and usage support for benefit claims and superiority.

• Designed website targeted to purchasers, investors, and media. Awareness and sales via search engine optimization

and online promotions. Shopping capability supports all consumer orders.

• Facilitating exclusive contract with US military Special Forces to sell to units in extreme climates like Afghanistan.

Contract on target to execute 9 months ahead of average timeline.

BANK OF AMERICA Charlotte, NC 2001-2007

Vice President, Small Business Direct Marketing

Determined targeting, creative, and offer for competitive direct response marketing. Lead direct reports to

execute monthly mail, telemarketing, and web campaigns. Balanced new company growth with back-end

performance metrics. Developed annual plan and strategic objectives. 2007 budget of $20 million.

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• Mailed over 50 million pieces in 2007, generating 110,000 new companies.

• Launched new business rewards product. Created new models that market multiple products to the same audience

concurrently. Resulted in 15% more efficient targeting.

Vice President, Consumer Card Alternate Channels

Developed non-traditional channels to deliver accounts within targeted efficiency ratios. Responsible for

print, media, and telemarketing initiatives. Managed $20 million budget and account planning for 2006.

• Created matrixed marketing and forecasting processes.

• Identified metrics of success. Using test-and-learn methodology, maximized creative and targeting.

• Developed strategy and business cases, reallocating marketing dollars to most effective programs.

Vice President, Partnership Marketing, Choice Privileges Visa Card

Launched new entry into the no-fee hotel card segment, an $80MM 5-year revenue opportunity. Responsible

for market research, competitive analysis, portfolio strategy, and direct response marketing. Strategic and

execution contact with business partner.

• Leveraged consumer and competitive analysis to drive value proposition and creative strategy.

• Identified pivotal success measures which significantly shifted profitability early in launch. Lead team to build

targeting model, adjust offer and create portfolio communications strategy.

• Built business case for grassroots program to generate awareness and support at hotel point-of-sale.

Vice President, Card New Product Development

Identified new initiatives to address meaningful consumer needs, create competitive differentiation, and

support key business objectives. Managed qualitative and quantitative research to create product concepts

and positionings. Led cross-functional project teams of 30-60 to build product infrastructure.

• Built and piloted three strategic new card concepts, two are integrated into current baseline business.

• Developed lifestyle-based targeting, demonstrating 15% incremental purchase volume.

• Redesigned card plastic for over 20 million cardholders to better communicate brand.

CARTER-WALLACE, INC. Cranbury, NJ 1998-2001

Associate Product Manager, Nair Depilatory Brand

Managed key brand initiatives for Nair, a $50 million personal care franchise with double-digit growth.

Oversaw $5 million brand budget. Responsible for event marketing, sampling, and coupon promotions.

• Executed event marketing campaign, distributing 1 million samples to gain trial among first-time users.

• Restaged product line by repositioning packaging and value proposition. Increased market share 10%. Generated

secondary placement in key mass merchandisers.

• Led development of the annual media strategy for $3 million advertising budget.

Assistant Product Manager, Trojan Brand

Brand management functions of $175 million flagship brand with 65% share and double-digit growth.

Managed complex financial and manufacturing forecast. Directed public relations agency and $600,000 PR

budget.

• Improved accuracy of brand’s forecast to within 5% of actuals to manage capacity constraints.

• Spearheaded annual marketing planning. Brand hit highest market share in history.

• Introduced line extension that generated $500,000 incremental sales and blocked competitive growth.

• Developed new product public relations campaign resulting in over 60 million impressions.

NABISCO, Parsippany, NJ 1996-1998

Marketing Associate, Milkbone Brand

Performed marketing functions for #1 brand in a growing $500 million dog snack category. Executed loyalty

promotions initiatives, including FSIs and a shelf talker.

• Devised launch plan for new premium product to influential veterinary community through trade events.

TRAINING / EDUCATION

• Green belt, Six Sigma Quality Management Certification (2003).

• New York University, Stern School of Business, MBA (1997). Marketing, International Business

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• University of Kentucky, BS (1992). Mathematical Sciences, Spanish

OTHER EXPERIENCES / INTERESTS

• Internship, Procter & Gamble, England (1992).

• Non-profit Marketing Consulting - Smith Academy PTA, National MS Society, and others (2007-present).

• Member, VOX chorus (2008-09).

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