Manager Marketing
Resume:
Steve M. Kraft
Ambler, PA 19002 *********@*******.***
Product Manager, Marketing Director
Strategic Marketing Management • Product Line Marketing • Marketing Analytics
Multifaceted Marketing executive with experience directing marketing initiatives in the telecommunications, energy, retail,
consumer products and advertising agency industry. Seasoned in executing in-depth analysis, marketing strategy,
marketing operations and proactive marketing solutions. Skilled in budget management, forecasting and complete P&L
functions.
Areas of Expertise:
Strategic Planning
Positioning Analysis Price Elasticity Testing
Product Management
Market Research Direct Marketing
Market Segmentation
Competitive Assessment Collateral Development
Experience and Accomplishments:
Comcast Cable Communications, Inc. • 2001 - 2008
Regional Product Manager – Comcast Pennsylvania/Delaware Region – Bensalem, PA (2005 - 2008)
Championed P&L performance of advanced video product lines including Digital Cable, Video On Demand, High
Definition TV, Digital Video Recorders, Premium Services and Ethnic Programming Tiers to over 2 million households
generating over one billion in annual revenue. Product expert for all video product revenue streams, package
construction, pricing, and sales channel strategy. Orchestrated annual net add budgets and monthly performance
forecasts for subscriber growth, revenue, source of sale and operating income capturing over 9 million transactions per
year. Formulated financial and net add action plans to resolve variances in unit growth, retention rate, and margin.
Generated over 700,000 RGU’s (revenue generating units) and over $4 billion in revenue representing one of the top
performing regions among the over 30 Comcast regions across the country.
Initiated new software and product line extensions including interactive program guides, video rich navigation, voice
activated remote control, linear and On Demand programming, digital video recorders and more.
Increased digital subscriber penetration from 45% to 80% through sell-in, channel migration and cross sell strategies.
Increased HDTV and Digital Video Recorder subscriber penetration from 10% to 34% positively impacting retention.
Selected by corporate to benchmark successful Video On Demand marketing strategies as roadmap for other regions.
Initiated removal of duplicated West Coast channels providing bandwidth for 35% increase in HDTV channel capacity.
Achieved capital expense savings through development of HDTV and DVR converter buy-through rules.
Developed digital cable box warehouse inventory reporting system providing key alignment to marketing needs.
Selected as one of the 45 exclusive Comcast high impact leaders to be awarded the annual Fundamentals of
Leadership recognition among the over 100,000 total Comcast employees in 2007.
Area Marketing Manager – Comcast – Philadelphia, PA (2001 - 2005)
Managed Cable TV marketing strategy for a multi-demographic marketplace serving over 600,000 homes. Directed
overall acquisition, upgrade and retention marketing strategies for Basic Cable, Digital Cable, Premium Services, Pay-
Per-View, Video On Demand, Ethnic Programming, High Speed Data, HDTV and Digital Video Recorders. Developed
and managed $14 million annual marketing expense budget and billion dollar annual net add subscriber budgets.
Developed and delivered monthly P&L and net add performance reports for all cable product lines to senior management.
Supervised area marketing department of 42 including marketing support coordinators, analysts and 35-seat inside
sales team.
Increased response rates by more than 100% through development of benchmarked direct marketing initiatives
including segmentation, pricing and creative testing.
Added over 200,000 RGU’s (Revenue Generating Units) including HDTV, Digital Video Recorder, High Speed Data
and Digital Video subscribers.
Delivered consistent 15% Year-Over-Year (YOY) Pay-Per-View and Video On Demand revenue growth.
Initiated benchmarked direct marketing segmentation and profiling that contributed to more effective targeting and
provided consistent YOY flat marketing spend despite the introduction of multiple new product launches.
Facilitated successful launch of new products and line extensions including VOD, DVR, HDTV and IPG software
updates through a matrix leadership structure including Technical Operations, Finance and Customer Care.
Steve M. Kraft Page 2
267-***-**** *********@*******.***
WorldGate Communications, Inc. – Trevose, PA (Interactive Television Service)
Manager, Affiliate Marketing • 2000 - 2001
Executed marketing strategies for the distribution of WorldGate Interactive TV services and the TV Gateway interactive
program guide to multiple system cable operators. Partnered with U.S. and Canadian cable TV affiliates in the
development of go-to-market strategies including pricing, positioning and budgeting for commercial launch.
Initiated, created and produced the TV Gateway affiliate launch kit providing a simple path for cable TV affiliates to
follow for a successful launch of the interactive program guide to new and existing digital cable subscribers.
Deliverables included marketing calendars, tactical plans, notification letters, print collateral, and instructional on-air
video resources designed to educate subscribers.
Designed and implemented the market research methodologies as part of user experience research for the TV
Gateway Interactive Program Guide, WorldGate “Internet Over TV” and “Channel Hyper-Linking” products.
Developed comprehensive WorldGate and TV Gateway training programs used to educate cable TV call centers.
Exelon Energy – Norristown, PA (Pennsylvania Deregulated Electricity Venture)
Residential Marketing Manager • 1999
Instituted marketing strategy and life cycle management for the sale of deregulated electricity to a newly launched
Pennsylvania deregulated residential market. Established the positioning analysis and direct marketing tactics to motivate
the market. Conducted major market segmentation and targeting assessment in support of direct marketing campaigns.
Managed deregulated energy marketing budget and P&L performance.
Targeted, acquired and retained over 140,000 high usage residential electric customers in the Greater Philadelphia
Metropolitan Area through successful direct marketing strategies and analysis of monthly household energy usage.
Delivered over 1 billion residential kilowatt-hours and over $7 million in annual revenue in initial year.
Identified and developed strategic alliance and affinity distribution channel opportunities to expand market penetration
as part of electricity bundling and co-marketing programs with Sears, Cendant Corporation and Comcast.
PRIMESTAR, Inc. – Ft. Washington, PA (National Satellite Television Service)
Northeast Region Marketing Manager • 1997 - 1999
Managed the planning and execution of direct response marketing across a fourteen-state territory for a national satellite
television service. Initiated comprehensive national, regional and local direct response campaigns and media schedules
in support of acquisition and upgrade strategies. Directed marketing communication plans across nine field operation
locations in support of direct sales, technical operations and local field marketing team.
Increased regional subscriber base by 42% and provided over $486 million in recurring revenue.
Recognized for #1 in retail sales in 1997 including over 40,000 Q4 sales through Radio Shack.
Managed sales channel network of over 900 satellite television retailers and buying group locations in the Northeast
including Radio Shack, AVB Brand Source retailers, KEY America Buying Group, MARTA Cooperative of America,
The Wiz and more.
Initiated regional co-op advertising program across retail sales channels to establish coordinated media effort and
greater brand compliance resulting in more than a 50% increase in direct marketing response rates.
Phase One Graphic Resources – Sunbury & Harrisburg, PA (Advertising Agency)
Advertising Account Executive • 1994 – 1996
Orchestrated marketing strategy, product positioning, and tactical creative execution for a diverse client base including
consumer products, commercial and business to business accounts. Managed direct mail and print creative direction
from preliminary design to pre-press and printing process. Initiated profitable new agency services in market research
that generated new accounts and provided incremental revenue streams.
Generated portfolio of new accounts as new business manager including Koroseal Wall Protection Systems, Graham
Packaging, Gencorp Reneer Films, RJF International, North Franklin Furniture, BlockHouse Furniture and more.
Supervised creative strategy development and production through in-house graphic design teams.
Designed comprehensive focus group research for BlockHouse Furniture enabling new market expansion and profit.
Education:
B.A., Advertising, Penn State University
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