Customer Service Marketing

DOTTI SCHECHTER-PEACOCK

**** ******** **** *: 904-***-**** / C: 904-***-****

Atlantic Beach, FL 32233 *****.*********@*****.***

PROFESSIONAL SUMMARY

A Strategic Senior Marketing Executive with 25+ years experience in all aspects of marketing and communications, with an emphasis in risk-based industries (insurance/financial services). Experienced brand manager with extensive communication background. Proven success in the areas of applying market insights into actionable marketing plans as well as developing targeted marketing programs that meet or exceed sales/revenue goals. A recognized leader and producer of high performing teams. Areas of expertise include:

• Strategic and Tactical Planning • Brand Management/Positioning

• Research and Marketing Analytics • Innovation Management

• Business and Competitive Intelligence • Advertising/Market Communications

• Direct Response Programs • Budget Accountability

PROFESSIONAL EXPERIENCE

LIFE and SPECIALTY VENTURES (LSV), Jacksonville, FL. 2010-2012

Strategic Marketing Consultant

Created the Marketing Strategy/Direction for LSV Partner Plans to grow sales of Dental Insurance. This included branding considerations, naming, identity standards, value proposition development and tactical marketing plan development for multiple Blue Cross and Blue Shield plans to increase sales and retention of Dental Insurance products. This work required close coordination and collaboration with different business cultures, product variations, naming and identity standards, sales processes, system realities and management teams. Growth plans for a relatively low premium product required extreme efficiency while dealing with many variables in an extremely competitive business environment.

Deliverables include:

• Advertising and Promotion Strategy, including recommended message platform

• Web Promotion Strategy

• Direct Marketing Strategy

• Collateral Strategy

• Target sales approaches including value propositions, product collateral and messaging for Agents, Business Decision Makers and Consumers

• Tactical Marketing Plans per State

Built capability development/assessment and approach for the following areas:

• Building market and competitive intelligence capabilities for all Partner plans to enable strategic planning and improve opportunity identification processes.

• Defining market research needs and evaluating appropriate vendor/partners.

BLUE CROSS AND BLUE SHIELD OF FLORIDA, Jacksonville, FL 1998 – 2010

Director of Marketing Communications (2008 – 2010)

Directed marketing programs to acquire and retain customers across multiple sales channels. Managed and directed the Advertising Agency of Record (AOR) as well as the Direct Advertising Agency to ensure consistency in brand messaging and tone across all external communications. Managed corporate-wide cross-functional team to establish common message platforms for all communications across major stakeholder groups. This team reviewed and prioritized all messages going out from Blue Cross and Blue Shield of Florida.

• Executed direct marketing programs across multiple sales channels, successfully generated revenue producing leads and sales within the allowable cost range for the individual/consumer segment, despite the increased competitive environment and difficult economic conditions.

• Developed and implemented multi-faceted customer retention and engagement programs, improving retention rates by over 4%.

• Requested and gained approval for $7M incremental funding (2010) to launch additional and larger programs based on performance history.

• Successfully launched a group member incentive program to encourage engagement in wellness programs with the goal of reduced medical expenses.

• Directed the advertising agency in the launch of new Retail Health Centers in Florida creating an integrated brand campaign, launch communications and supporting direct marketing materials.

• Managed improvement in on-line search marketing capabilities resulting in 20% lift in qualified leads.

• Managed communications for introduction of first point of sale pre-paid “gift of health” cards.

Director of Integrated Market Intelligence (2004 – 2008)

Directed the formation of Integrated Market Intelligence team, consisting of 25 professionals, in the areas of market research, competitive intelligence, marketing analytics, innovation and brand positioning. Drove marketing strategy as well as informed/influenced corporate strategy through the effective use of market insights, segment prioritization, environmental conditions and strategic imperatives.

• Used insights and knowledge gained by team, coordinated successful “war games” helping solidify 5 year corporate strategic plan.

• Monitored/measured ongoing satisfaction of 6-9 different constituencies providing recommendations for continuous improvement opportunities across the organization, ultimately resulting in BCBSF receiving the J. D. Powers Award for outstanding customer service.

• Directed the Innovation process, including the use of QFD expertise offering market/customer inputs to product development resulting in new products more closely aligned to market/customer needs.

• Provided predictive modeling for Relationship Marketing programs improving response and conversion rates by nearly 30%.

Director of Database Management (2002 – 2004)

Managed database marketing capabilities providing BCBSF with strategic competitive advantage through superior targeted promotion, brand leverage, customer knowledge and integrated multi-channel distribution.

• Brought multiple functions of direct marketing and database management together to improve speed to market and list management effectiveness.

• Managed the analysis and recommendation for RFP process upgrade database process resulting in improved capabilities and capacity. Moved from processing 20 campaigns a year to processing over 200 campaigns a year with minimal changes in human resources.

Director of Advertising and Market Communications (1998 – 2002)

Provided leadership in developing advertising and communications strategy for BCBSF customer segments, i.e., group, over 65 consumer, under 65 consumer and provider. An active participant in the “re-branding” of BCBSF.

• Created processes to support comprehensive end to end integrated communications across channels.

• Played an integral role in the RFP/selection of Agency of Record. Consolidated many local and function-specific agencies into a single AOR that is still in place today. This provided more integrated outputs and consistency in communication initiatives.

• Worked closely with brand consultant to “re-launch” brand and align BCBSF with more current and future brand attributes. This included a new identity system as well.

Other Professional Experience Prior to 1998

Accustaff / Teleservices Div, (now part of Randstad) Jacksonville, FL 1996-1998

Director of Operations

• Managed both human side, hiring, coaching and evaluating human performance metrics as well as the program metrics/goals.

• Worked closely with the call center management and the clients to fully understand the programs, metrics and expectations.

• Constantly monitored performance, reporting and continually looking for ways to improve performance of each program.

Ideon Group, Inc., Jacksonville, FL 1994-1995

Executive Vice President of Marketing

• Researched new product concepts/for business opportunities that would leverage the ‘marketing services’ skills/capabilities to increase the revenue opportunities of the company and extend the appeal and engagement of the brand.

• Identified and implemented marketing efficiencies in core business.

• Launched three new businesses in 18 months…completed extensive media training to serve as spokesperson to both the media and investor community.

Unfortunately the company was bought out by the largest card enhancement provider in the industry and the Jacksonville presence was absorbed into the existing business.

AT&T UNIVERSAL CARD SERVICES, Jacksonville, FL 1989-1994

Senior Vice President of Marketing

• Participated in the development of the business case, approved by AT&T’s Board of Directors to launch the very first co-branded credit card.

• After approval of the plan, my role was to manage all aspects of new credit card acquisition.

• In conjunction with Credit Policy management, processed all of AT&T’s telephone customers through the three credit bureaus for scoring to create a pre-approved, dual purpose credit card offer to millions of Americans.

• Managed the direct mail and telemarketing processes to book 3.9 million accounts in first 9 months.

• Increased calling card revenue by 40% and booked 16 million members in the first full year of operation.

• Accomplished this massive growth while maintaining and documenting all processes in the highest level of customer service and brand experience possible. Won the Malcolm Baldrige National Quality award in 1991.

MELLON BANK CORPORATION, PA, DE 1980-1989

Vice President of Marketing

• During first 6 years, I worked with the M & A team as Mellon purchased, integrated and re-branded banks across Pennsylvania with the passing of State-wide banking laws.

• Worked with the local communities and the acquired bank to re-brand, launch new communications programs and make sure Mellon was as accepted as possible to ensure smooth transitions.

• During the last three years, I was part of the Credit Card marketing team, first aligning and integrating cardholder systems and communications from the recently acquired bank portfolios

• Launched and managed affinity marketing programs such as Penn State Alumni and other large affinity portfolios.

• Researched and managed launch of three new lifestyle cards. Card for Skiers, Card for Golfers, and a Card for Sailors. These new lifestyle cards had many enhanced benefits such as discounts on apparel, equipment, accessories and travel packages associated with the sport.

• Established and coordinated seminars, lessons and experiences with professionals in each of the sports Sailing lessons with former World Cup sailors, golf lessons and outings lead by professional golfers at some of the countries’ best golf courses/resorts, and skiing lessons/experiences with professional and former Olympic skiers

EDUCATION

B.S., Morningside College, Sioux City, IA.

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