Marta Diaz

Email: abqfud@r.postjobfree.com

Address: ***** ** **** ***

City: Miami

State: FL

Zip: 33185

Country: USA

Phone: 305-***-****

Skill Level: Management

Salary Range: $110,000

Willing to Relocate

Primary Skills/Experience:

See Resume

Educational Background:

See Resume

Job History / Details:

Marta M. Diaz

16532 S.W. 48th Ter

Miami, FL 33185

Email: abqfud@r.postjobfree.com

305-***-**** (home) 305-***-**** (cell)

SUMMARY

Fifteen years of diverse experience in ownership and definition of long-term marketing database strategies, marketing & communications. Development of customer-centric database marketing, relationship marketing, strategic planning and small business management; including 10+ years in database design, sales, and direct marketing solutions designed for increased revenue. Leader in cross-functional teams; including IT, Marketing and Corporate Operations; with a strong ability to mentor and motivate business team staff.

Ten plus years of experience in Campaign Design, Segmentation, Strategic Marketing using campaign management tools; including Oracle OBIEE, Siebel Marketing, Hyperion/Brio Query. Keen ability to attract customers with the highest propensity to buy via strategic vision, passion and experience.

Possess exceptionally strong database marketing capabilities and an understanding of relational database architectures, interactive marketing; including the strategic use of data -- coupled with a strong background mix of marketing business and technology. Highly skilled in effective customer focused marketing, sales techniques, prospecting and development of strategic sales/marketing solutions.

PROFESSIONAL EXPERIENCE

The American Red Cross

Washington D.C.

Customer Relationship Management, Marketing Lead 10/10 to Present

Accomplishments

National Leadership of DRMS (Donor Relationship Marketing System) from a business perspective using Siebel, Marketing, Analytics and OBIEE modules.

Campaign Management complete cycle from planning, design, creative, execution and analytics, with a focus on market growth and opportunities.

Executed development of American Red Cross Marketing database and CRM initiatives. Converting data from 36 different regions into one cohesive solution using Siebel and BI experience.

Translated business requirements into actionable CRM solution utilized by 5 Divisions and 36 regions, nationwide.

Deployed DRMS to each Division successfully introducing marketing tools to national headquarters and the field.

Effectively led IT to include modules branching from Marketing, to TR (tele-recruitment) to Online Scheduling; attracting more donors.

Designed the Spanish Online Scheduling Portal by working closely with IT; converting business requirements into multiple opportunities for donor retention.

Continuously lead Divisions/Regions into deployment of strategic marketing campaigns, focusing on High Value Donors, Lapsed Donors, Dormant Donors, One-Time Donors, Repeat Donors and Spanish Donors.

Develop Strategic Segmentation and Reporting, using OBIEE and Oracle Answers.

Analytics - Identified untapped markets with high propensity for market growth.

Planning - Introduced and in the process of deploying a strategic campaign targeting untapped segments.

Focus on future system enhancements for strategic growth based on donors profile, segmentation and analytics.

Introduced RFM formulas for future growth.

Introduced loyalty segments and planning for future deployment of loyalty programs.

Define opportunities among the 24M plus contacts in our database.

Royal Caribbean/Celebrity Cruises

Miami, FL

Marketing Mgr., Loyalty Marketing 02/08 to 10/10

Accomplishments

CRM - Strategic Database Marketing and Marketing Analytics for Captains Club members and loyalty program. Responsible for database strategic enhancements, segmentation, relationship marketing and CRM initiatives; including creative work, content of DM, EM, WEB and Media Broadcast communications to our loyalty members.

Designed strategies, planning, execution and management of strategic marketing campaigns. Multi-channel campaigns introducing new products touch loyalty members via all consumer touch points: Web, Direct Mail, Email and Media Broadcast.

Owned BI presentations, including competitive analyses.

Partner with ad agency and internal teams to ensure creative leverages database findings and properly targets consumers through personalized communications designed to fit the profile of each client. Including multi-lingual projects.

Develop value-tiered Customer segmentation schema.

Determine essential and useful customer data for CRM.

Map current communications touch points, identify critical gaps, and identify overlaps.

Develop strategies to capture Customer preferences, input and updates.

Coordinate with Call Center, to ensure intended Customer experience, channel integration and program metrics meet and exceed expectations.

Loyalty Programs Design enhancements of existing loyalty programs/rewards to consumers, designed for customer retention and acquisition.

Consumer Profiling, Scoring, Strategic Planning and Targeting. Key player in projects designed to enhance our customers profiles, score them, plan strategies and strategically target them based on purchase patterns and preferences.

Project Management manage projects and indirect reports in analytics, market research, IT, consumer insights and acquisition to deliver personalized messaging.

Execution of marketing strategies onboard vessels led team members in the implementation of new onboard strategies; from shoreside staff to onboard staff members to ensure customers satisfaction and repeat business. Continually improve our messaging and strategies.

Third Party Vendors and Negotiations research, evaluate and approve new rewards for our loyalty program through outside vendors negotiations.

Strong Team Relations - collaborate closely with senior management, IT, Account Services, Creative and Decision Support staff.

Carnival Cruise Lines

Miami, FL

MANAGER, CRM/DATABASE MARKETING 4/02 to 12/07

Accomplishments

CRM - Leadership and development of Carnival Cruise Lines marketing database and CRM initiatives. Converting a mailing list of 10M customers/prospects into a fully operational CRM system of more than 20M customers/prospects; utilized today by more than 2,000 internal users.

Relationship Marketing - Leverage database findings for the strategic targeting of customers based on their past purchase patterns, RFM scores, clusters and demographics profile. Increasing onboard revenue in various revenue centers (Gift Shops, Spa, Photo, Shore Ex and Art Auctions).

Lead and facilitate planning across multiple internal stakeholders and multiple Agency disciplines, to create fully integrated strategic recommendations.

Strategic Targeting/Segmentation - Strategically target over 35m customers across all brands/products based on database findings; including guests from Princess Cruise Lines, Holland America, Costa Cruises, Seabourn and Windstar; the world leading cruise lines.

Strategic Marketing Plans - Lead/develop a deep, thorough knowledge of segment/product business goals, the competitive environment, marketplace position, opportunities, issues, concerns and gaps; developing the strategic marketing plans to support them.

Direct Marketing Strategies - Manage multi faceted, complex direct marketing programs, both with internal and outside vendors. Lead and recommend database relationship marketing initiatives to drive strategic growth of the customer database across productive segment.

Interactive Marketing - Leadership and development of Carnivals Customer Information Portal; an interactive marketing tool providing insights on customer profiles to over 2,000 internal users. Instrumental on development of interactive marketing web solutions for online communications with customers/prospects.

Business Development - Plan strategies by closely working with all depts. to exploit the customer database; including Strategic Automation, Guest Relations, Loss Prevention, Reservations, Consumer Research and Marketing to target the most profitable mix of past guests and prospects.

Database Design/Enhancements - Develop database specifications for segmentation, targeting, fulfillment, data enhancement, contact data set creation and relationship marketing campaign programming.

Database Management - Management of multiple databases from a business perspective identifying opportunities for growth. Closely working with IT and our data warehouse team for the development of BI solutions.

o Directed the standardization, migration, transformation, validation and quality assurance of data within a multi-database platform environment.

o Perform data management activities such as data requirements gathering, data analysis/modeling, and data issues resolution.

BI Solutions - Develop strategy for data mining, database analysis to determine appropriate investment levels, campaign ROI and individual customer ROI.

Modeling instrumental in the development of Best Customer Models and statistical models designed for customer acquisition and retention.

Third Party Vendors/Negotiations - Negotiate pricing and work closely with vendors supplying NCOA, email appends, and other database enhancement/data hygiene efforts.

Management of Staff Manage staff (direct or indirect reports), leading teams for the completion of each project designed for customer acquisition and retention. Leadership of IT efforts - Overseeing IT staff to complete projects as scheduled.

Coach and mentor direct reports.

Database Marketing Services, Inc. (DMS)

Union City, NJ 7 years owner/director.

Consulting firm designing strategic sales and marketing solutions for top manufacturers of pharmaceutical and animal health related products.

BUSINESS DIRECTOR 10/95 to 03/02

Founded corporation (DMS) in October 1995. Developed PSIsystems(R) - a strategic database marketing and BI tool designed to assist our customers in tracking market share, market potential, influential contacts, sales activities and sales forecasts. Responsible for short and long term strategies. Charged with the development of new products as we customize our strategic sales & marketing systems, to meet the needs of each client. Clients included Hoffmann-La Roche, Schering-Plough, Land-o-Lakes, Church & Dwight among others in the pharmaceutical/animal health industries. DMS Business Intelligence solutions customized for each client focused on key influencers, their impact on the marketplace and how products were consumed by the ultimate user. Our solutions provided insights to our clients beyond their point of distribution. Marketing decisions were made based on accurate information coming directly from those utilizing the tool. Leadership of staff; including System Developers, Sales Associates, and outside Consultants.

ALPHARMA Bridgewater, NJ 8 years of service.

Manufacturer of pharmaceuticals and animal health products.

DATABASE MARKETING, Senior Manager 3/91 to 9/95

Managed the development of the marketing database, tracking every farm in the U.S. Responsible for database design, analysis of market potential, market share and overseeing departmental staff. Developed an international marketing database used in Canada and Mexico. Designed software for domestic sales and marketing departments to strategically target competitors and increased sales as a result.

MARKETING SUPPORT MANAGER 5/89 to 3/91

Supervised personnel and responsible for the data capture and analysis of products used by farmers in the U.S. Designed a tool to convert data into a market share analysis system. Managed the flow of over 400,000 records to develop what eventually became the marketing database.

MARKETING ASSISTANT 3/87 to 5/89

Assisted the V.P. of Marketing in the development of marketing strategies. Took database design courses and computer software classes to assist in the development of the marketing database. Developed and managed the marketing database model - later used for strategic planning by in-house marketing professionals. Team leader in the development of databases. Worked as a team member with IS professionals to design and develop Alpharmas strategic marketing database.

EDUCATION

NJSU Graduate B.S. degree Jersey City, NJ

CONTINUING EDUCATION

DMA (Direct Marketing Association) member and continued courses focused on database marketing, data analysis and strategic targeting. Attend annual events in NY, Chicago, Las Vegas, on a regular basis:

Database development from a business perspective.

Creating and managing Strategic Systems.

Sales Automation seminars.

Designing Relational Databases for Marketing.

Project Management, Team Effectiveness, Finance for Non-Financial Managers, Sales Management, Communication Skills for Managers, Time Management and numerous other classroom and self-instruction courses.

Computer Skills: Siebel Marketing, OBIEE, Oracle ANSWERS, Siebel Analytics, Brio Query, Hyperion, Siebel Loyalty, MS Word, MS Excel, MS PowerPoint, MS Visio, Access, Atlas GIS, MS Outlook.

Core Competencies:

Tactical Sales/Marketing

Customer Focus

Market Research

Business Intelligence

Strategic Planning

High curiosity and a passion to succeed

Project Management

Business Case Rationale Expertise

Direct Consumer Marketing Experience

Data Analytics/Mining

Strong Background Mix of Marketing Business and Technology

Marketing Database Design

Project Management

Global Database Marketing Expertise

Sales Force Training

Innovative Strategist

Design, implement Loyalty Programs

Lead CRM infrastructure to drive business

Project Management

Ability to Bridge Gap Between Sales/Marketing and IT

Innovation Management

Data Warehouse Expertise

Identify and strategically target high value customers

Deliver on time and on budget

Marketing Systems Deployment

Strategic Segmentation

Languages: Fluent in Spanish and English.

References: http://www.linkedin.com/in/martamdiaz

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