Sales Marketing
Resume:
Steve Waddick
Gilbert, AZ ***33
*************@*******.***
http://www.linkedin.com/pub/1/664/394
Background Summary
Detail-oriented Direct Marketing professional with over 15 years of result-driven experience, both local and international, in all
areas of the direct marketing industry. Major emphasis in campaign planning & execution; developing strategy & direction;
customer file analysis; and financial reporting.
Areas of Expertise
Circulation/Campaign Planning Customer File Analysis International Direct Marketing
Managing Vendor Relationships Profit & Loss Statements Developing Marketing Strategy
SQL Database Analysis Affiliate Management Strong Analytical skills
Employment Experience
Sky Mall, Inc., Phoenix, AZ
In-flight and direct mail catalog
Marketing Manager
2006 – 2009
Responsibilities:
• Managed all the direct marketing activities from inception through implementation for the newly launched “mail to
home” SkyMall catalog. These responsibilities included the development and execution of circulation plans for each
mailing as well as building a strong rapport with service bureaus and outside vendors to ensure timely execution of all
direct mail efforts.
• Analyzed customer segments and developed detailed contact strategies around results.
• Reviewed all catalog mailings, including the design, set-up, and subsequent market analysis, creating targeted
promotions to drive profitable sales and increase the customer base through retention, reactivation and acquisition
efforts.
• Maintained the accuracy of the Marketing Database by verifying that all data was loaded correctly and in a timely
manner in addition to loading all promotional and campaign data.
• Evaluated marketing programs/campaigns, making adjustments to strategy & tactics to increase effectiveness and
profitability.
• Managed the launch and day-to-day operation of the SkyMall affiliate program, including establishing credibility and
trust with publishers to help drive sales to SkyMall via the publisher’s websites.
• Identified and developed innovative direct marketing programs to increase Customer Acquisition, Order Conversion
and Customer Retention.
• Reported campaign results to relevant parties via campaign briefs which included strategy, results and
recommendations.
• Devised, executed and managed campaign tests and other new marketing programs.
Accomplishments:
• Member of the core team responsible for creating the strategy and overall plan execution to launch a “mail to home”
catalog to SkyMall customers.
• Planned and oversaw the execution of the SkyMall affiliate program, which included managing the day to day
operations. This program resulted in additional profitable sales revenue in year one and doubling year over year from
date of inception.
• Managed a major printing project for a promotion between SkyMall and Harrah’s Casinos that generated over
$100,000 in gift certificate sales.
• Coordinated the launch of a new online and call center upsell program.
Lands' End, Inc., Dodgeville, WI
Catalog direct merchant with annual sales of $1.3 billion
Direct Marketing, Pan International
2002 – 2006
Responsibilities:
• Managed all direct marketing activities relating to the distribution of the Lands’ End catalog outside the U.S.
including: circulation planning, and creating contact strategies for the retention, reactivation and acquisition of
customers. Conducted post mailing market analysis and implemented adjustments as needed to support the
organizations overall strategy and objectives.
• Maintained clear communication and positive working relationships with external vendors, including list brokers,
service bureaus, lettershops and international postal agencies, to insure accurate processing and timely delivery of
catalogs.
• Analyzed performance metrics to measure the effectiveness of marketing programs, rationalized test ideas and
identified competitor/market opportunities.
• Provided detailed and executive level reporting on Direct Marketing activities including results of each campaign,
goal attainment, and return on investment as needed (monthly/quarterly/annually).
Accomplishments:
• Increased overall International revenue 44% over three years; 102% in Canada and 166% in Australia.
• Co-presented with Canada Post at the 2005 Annual Catalog Conference which focused on U.S. companies prospecting
in Canada.
• Presented to the Retail Advertising and Marketing Club of Toronto regarding Catalog Strategies for the Canadian
Marketplace.
• Represented Lands’ End U.S. in Germany during a summit to discuss best practices between Lands’ End U.S., Lands’
End Germany, Lands’ End UK and Lands’ End Japan.
• Member of the Canada Post forum to discuss strategies to help U.S. catalogers create profitable entry into the
Canadian marketplace.
Arizona Mail Order, Inc., Tucson, AZ
Direct mail apparel catalog with six different titles and nationwide circulation
Direct Marketing
1994 – 2002
Responsibilities:
• Database Marketing Manager from 1997 - 2002 - 2 direct reports
• Customer File Specialist 1995 - 1997
• Inventory Planner 1994 - 1995
• Managed the catalog response modeling and sales forecasting for all media including catalogs, specialty mailings and
credit mailings.
• Acted as the liaison between the end users and IT in the development and enhancement of the data warehouse.
• Effectively managed 2 direct reports
Education
University of Arizona, Tucson, AZ, 1994
B.S., Business Administration Emphasis: Marketing
Skills
Microsoft Excel MicroStrategy Brio
Business Objects SQL Microsoft Word
LinkShare Affiliate systems Abacus Campaign Planner Abacus DataEdge
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