Marketing Sales

Deirdre A. Sullivan ... TAKING COMPANIES TO THE NEXT LEVEL

https://www.linkedin.com/in/deirdresullivan1 • Greater NYC Area, NY • 203-***-**** *********@******************.***

Strategic Marketing Executive known for maximizing revenue growth and market share through creative, customer-driven marketing strategies and product development initiatives that take companies to the next level. Strong focus on designing and optimizing high caliber loyalty programs –that accelerate customer acquisition, retention and brand loyalty. Diverse blend of marketing / sales, and corporate, agency, and entrepreneurial experience across multiple industries.

Innovating Customer-Driven Marketing Strategies, Product Initiatives and Loyalty Programs that Maximize Market Share and Growth

MasterCard Worldwide, Purchase, NY 2006 – 2016

VICE PRESIDENT / SENIOR BUSINESS LEADER (2012 – 2016)

VICE PRESIDENT / BUSINESS LEADER, PRODUCT DEVELOPMENT (2009 – 2012)

VICE PRESIDENT / BUSINESS LEADER, ACTIVATION AND USAGE (2006 – 2009)

Formalize strategy around national business promotions, develop and launch first MasterCard managed loyalty program. Promoted to lead and continue growing program globally and lead U.S. region Controls & Alerts (VCNs) product. Process improvements maintained as we grew reducing expenses, speeding hotel onboarding, etc..

DROVE REVENUE GROWTH AND PROFITABILITY IN THE $60B COMMERCIAL SPACE THROUGH PROVIDING STRATEGIC MARKETING LEADERSHIP AND DIRECTION TO CROSS-FUNCTIONAL TEAM SPANNING MARKETING, SALES AND PRODUCT DEVELOPMENT AS WELL AS EXTERNAL STAKEHOLDERS, INCLUDING BANKS, MERCHANTS AND OTHER PARTNERS. ASSESSED CUSTOMER/COMPETITOR LANDSCAPE, LEVERAGING INSIGHTS TO DESIGN TARGETED PROMOTIONS STRATEGY AS WELL AS GENERAL MARKETING PROGRAMS TO MAXIMIZE CUSTOMER/PARTNER ACQUISITION AND RETENTION AS WELL AS BRAND LEADERSHIP GLOBALLY FOR NEWLY DESIGNED LOYALTY PROGRAM. ALIGNED WITH AND WORKED WITH SALES ON SALES CALLS, TO LAUNCH AND GROW PARTICIPATING BANKS TO OVER 105.

Drove card spend and new customer acquisition by expanding national promotional programs from 1 to 4 per year in the U.S. and to 1 program in Canada, Brazil, and UK. (Achieved up to 233% increase in participation, including several top 13 banks that previously would not participate.)

Generated $3M in sales within 3 months of setting up an online gift card store for small businesses with one FTE and no budget.

Developed and launched, with team, Easy Savings loyalty program (the longest standing D2C loyalty program) that, by 2015, had 11mm/90% of MC small business card holders eligible for program. Expanded program to the UK, Canada, Australia, Singapore and Brazil. Also added most profitable cross-border initiatives in five countries, including China, back to the US.

oIntroduced IPhone application in Q1 2010 that was the top-rated MasterCard app by consumers.

oImproved website visits-to-enrollments by 214% and page views per visitor by 25%, as well as reduced cost per enrollment from advertising by 27% within 8 weeks of launching the new site.

oNearly doubled enrollments and lifted transactions by 147%, and drove transactions up 87% in 2010 and 2011, respectively, by directing key issuer marketing integration (3M+ enrollments in 2010; 4M+ in 2011).

Carlson Marketing Group, Minneapolis, MN 1998 – 2005

REGIONAL SOLUTIONS MANAGER/MARKETING AND NEW BUSINESS DIRECTOR, NORTHEAST OFFICE

Privately held, 3,500 person end-to-end loyalty services global company. Considered at the time to be the largest.

Part of Loyalty Division, on 3-person lead team of Partnership Marketing department. Expanded product offering, selling focus, and sales.t.

Served on leadership team, in partnership marketing department. Elevate partnership marketing offerings, caliber of talent, business development activities and B2B/consumer marketing strategies for generating stronger results to benefit loyalty programs. Continually evaluated new partnership opportunities, streamlining operations and resources to secure and implement programs that drove revenue growth. Provided support for the East Coast sales staff. Worked with partners including VISA Intl., VISA USA, Pizza Hut Intl., Sesame Street, Northwest Airlines, British Airways, MBNA, and others.

BOOSTED SALES BY 53% IN 2 YEARS; EXCEEDED ACCOUNT GOALS BY 30% BY MID-YEAR 2003; SURPASSED SALES GOALS BY 20% IN 2004; AND INCREASED PER EMPLOYEE PROFIT 5X COMPANY’S AVERAGE (2003-04).

EFFECTIVELY LEVERAGED PARTNERSHIP MARKETING EXPERIENCE FROM THE CLIENT SIDE AND CREATED NEW PRODUCT/SOLUTIONS FOR THE NEW PARTNERSHIP MARKETING DEPARTMENT TO SERVICE AND SELL TO CLIENTS.

ITT Sheraton Corporation, Boston, MA 1986 – 1995

GLOBAL DIRECTOR, LOYALTY PROGRAMS, SHERATON CLUB INTERNATIONAL

CO-LAUNCHED FIRST COMPANY loyalty program that became the company’s longest running and most successful, award-winning channel program (eventually reaching 2M members, 75% renewals – some paying fees of $11M/yr – in 121 countries and 400 hotels). Directed strategic marketing, budgeting/$62M P&L, and operations of profit center. Helped attain revenue/branding objectives of five global operating divisions via diverse marketing, sales and customer service initiatives. Developed award/customer service centers in Cork, Brussels, Bahrain, Tokyo, Hong Kong, Brisbane. Also, developed meeting and travel agent programs.

Other positions (1995-2006)

Marketing Innovators, Chicago, IL 2005 – 2006

Family-owned incentive agency with ~100 employees.

REGIONAL SOLUTIONS MANAGER/NEW BUSINESS DIRECTOR, NORTHEAST OFFICE

Tasked with helping to transition this 26-year-old incentive agency into a full-service, CRM model-marketing firm.

ACTED AS KEY CHANGE AGENT, WORKING ACROSS AGENCY FUNCTIONS TO DEFINE AND DEVELOP NEW SERVICE OFFERINGS (AND ACCOMPANYING MESSAGING AND VALUE PROPOSITION) AND INFRASTRUCTURE REQUIRED FOR BECOMING A FULL SERVICE CRM MARKETING FIRM FOR CUSTOMER / EMPLOYEE LOYALTY PROGRAMS. Developed marketing and pre-selling programs as well as dROVE BUSINESS DEVELOPMENT EFFORTS, SECURING NUMEROUS NEW CLIENTS.

SUCCESSFULLY BROUGHT THE “NEW MI” TO NEW CLIENTS, INCLUDING: Visa, Amtrak, Pizza Hut, Staples and iRobot.

INTRODUCED THE “NEW” MARKETING INNOVATORS TO C-LEVEL EXECUTIVES AT PROSPECTIVE AND EXISTING CLIENT COMPANIES THROUGH new and more effective materials and messaging (website, tradeshow, collateral and presentations).

Retail Growth Systems (acquired by PNC National Bank), Boston, MA 1996 – 1998

New company created by the seven largest mall developers in US to better leverage purchasing, loyalty programs, marketings.

MARKETING DIRECTOR/ASSOCIATE VICE PRESIDENT

Developed, with team, 400 mall distribution channel reaching 75% of the US population nationwide. Developed products including the first-ever mall loyalty program (Mall V.I.P. VISA) in 400 malls nationwide – program was so successful, it contributed to PNC National Bank buying the company.

Right Hand Marketing, Boston, MA/Southbury, CT 1995 – 2005

General marketing and loyalty marketing consulting firm.

PRINCIPAL / MARKETING CONSULTANT

Established own 2/3-person agency that consulted with diverse agency clients, helping them craft and implement strategies around loyalty marketing and co-branded card products, program development, project management and event planning. Completed projects for Carlson Marketing Group, Utell International, Irma Mann Strategic Marketing, Retail Growth Systems, American Express Publishing and others.

Earlier Positions (1983 – 1986): Associate Account Executive / Account Executive, G.F. Sanders & Company, St. Louis, MO. Managed marketing, PR and promotions for clients including Doubletree, Stan Musial Inc., Missouri Botanical Gardens, St. Louis Zoo, and various restaurants and hotels.

Awards and Recognition

MasterCard Awards: 2014 Cross-Functional Team Award (for $5B Sale) 2013 Innovation Finalist, Commercial Payments Industry Innovation Finalist, Sinovate, 201*-****-**** Womens Leadership Network

Sheraton ITT Awards: HSMAI Silver (2), Bronze (4), Gold (1); ITT DMA Silver; Bronze, Silver, Bronze; NEDMA 3rd Place; Bronze; Harold Geneen Award of Excellence – Recipient + Nominee; ITT "Best Idea" ($10k prize).

Community Leadership

Member, Board of Governors Reunion Chair Class Agent ] Student Mentor Program, Westover School

Former Director of the Board, Audubon/Bent of the River

Former Member, Board of Directors, St. Joseph Center for the Homeless

Former Member, Board of Directors, Boston Center for International Visitors

Education and Professional Development

B.A., History, University of Massachusetts, Amherst, MA

Project Management Excellence, Coaching for Excellence, People Management (including Symphony®, and Crucial Conversations), while at MasterCard

Marketing Innovators: Sales Training, Miller Heiman

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Able to work in any EU nation by maintaining Irish citizenship

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