Sales Marketing

Building Mail Order Circulation Profitably

Jim Coogan Resume

J I M C O O G A N

**** ****** * ***** **** Santa Fe, New Mexico 87506

505-***-**** office *******@*********.***

Summary of

Qualifications

& Experience

1993 to Present

Owner of

Catalog Marketing Economics

. A consulting firm specializing in catalogcirculation planning, budgeting, project management, print production and merchandising.

Consulting highlights include:

Amazon.com Tool Catalog

Achieved record sales each year for 12 straight years.

Responsibilities for the Amazon.com catalog business included generating sales budgets

and analyzing budget costs and profitability.

Integrated traditional Tool Crib of the North catalog into Amazon.com when it was

acquired by Amazon.com in 1999. Built the multichannel web/catalog brand into the

largest North American direct marketer of tools.

Managed all aspects of the circulation including list selection, merge-purging, integration

of cooperative databases, testing and results reporting. Developed analysis metrics for

multichannel web/catalog sales.

Managed all steps of print production from specifying print bids to traffic scheduling.

Highlights with other clients include:

For

Jesada Tools, launched a router bit and saw blades catalog in the U.S.For

Seeds of Change, helped launch an organic garden seed catalog. Managed thecirculation planning and execution. Developed a hard good garden tool line as a

merchandise extension for the tool catalog.

For

High Country Gardens, managed the circulation and production of a catalog with thecirculation challenge of having plants suitable for a limited geographical region the Rocky

Mountains. Developed a variety of circulation techniques to model and score multibuyers to

expand the prospect list universe.

The

Duluth Trading Company

catalog grew from a once-a-year holiday flyer to an allseason catalog. Used the creative format of long copy and illustrations and Slim Jim size

to merchandise canvas tool bags. Developed a very narrow product category into a broad

line of tools and apparel.

American Spirit

used space ads in 300+ magazines to develop qualified sample inquiriesfor their additive free Santa Fe Natural brand of cigarettes. Developed metrics to measure

initial response, conversion and lifetime value of the customers.

Great Companions Bird Lovers

catalog has the circulation challenge of prospecting with alist universe of only a single mailing list. Growing the business has required calibrating the

frequency of the house file mailings and not exhausting the prospecting potential of the

single magazine subscriber list.

1990-1993

Owner,

Woodpecker s Tools

. A retail tool store in Santa Fe, New Mexico.

1984-1990

Vice President of Marketing,

Woodworker s Supply of New Mexico.

Responsible for alldirect marketing. Grew sales from $1mm to $28mm. Included in

Inc. 500 s

Fastest GrowingCompanies in 1985, 1986 and 1987.

1983-1984

Account Supervisor,

Stone & Adler, the direct marketing division of Young & Rubicam

inChicago. Managed direct marketing accounts including Moore Business Forms, G.D.

Searle, Tupperware.

1982-1983

Account Supervisor,

Herb Krug & Associates

. Specialized in start-up catalogs. ManagedCrate & Barrel, Popcorn Factory, Abercrombie & Fitch, Control Data, Mid America

Corvette, Bits&Pieces catalog accounts.

1979-1982

Direct Marketing Manager,

Callaghan & Company, a legal publisher in Chicago. Handledall aspects of direct marketing for 100+ legal and accounting books and subscription

services.

1976-1977

Circulation Manager;

Washington Consumer s Checkbook

. A Consumer Reports stylestart-up magazine evaluating services in Washington D.C.

1979

MBA

. Northwestern University Kellogg School. Specialization in Marketing and Finance.

1975

B.S.F.S.,

Georgetown University School of Foreign Service. Major in history andeconomics.

Core Competencies include:

Circulation planning, management and control.

Project management of catalog production including mailing list rental, creative

production traffic and scheduling and print production.

Merge-Purge management.

Working with the cooperative databases.

Printing specification, negotiating and contracting for catalogs and collateral.

Analysis of mailing results across web and traditional direct marketing channels.

Overall catalog financial analysis, planning and control.

Education

Core

Competencies

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Categoriesanalysis & forecsting (22)

buyer & house file circulation (11)

printing & paper (4)

catalog service providersCatalog trade associationscooperative databaseonline behavioral targeted adspaper

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