Sales Project Manager

SOPHIA FAROOQ

404-***-**** . *********@*****.***

SUMMARY

Highly versatile marketing executive offering over 17 years of experience

in delivering revenue growth, and marketing and product development

solutions for companies ranging from start-ups to multi-billion dollar

public companies including US Airways, Delta Air Lines, NetSpend, and

Walmart. Experienced leading marketing, insights, product development, and

corporate communications. Extensive experience in developing go-to-market

strategies that drive growth, retention, and loyalty. A leader,

communicator, and mentor committed to developing talent and teams.

EXPERIENCE

Wal-Mart Stores, Inc.

2011-Present

Walmart is the world's largest retailer, with annual revenue over $450B and

160MM weekly shoppers.

Director, Marketing (2012- Present)

Director, Product Management Prepaid and Credit Products (2011 - 2012)

Lead the Services products and marketing efforts; focusing driving revenue

through improved value propositions.

. Drove over 43% YOY income growth resulting from new online and retail

sales and retention strategies.

. Negotiated vendor contracts improving margins by over 300%. Manage vendor

relationships.

. 28% lift in sales by improving online acquisition, expanding product

assortment and product functionality. Expanded assortment with new

products, launched affinity products, and loyalty features in category.

. Oversee marketing plans and budget of over $60MM. Manage digital, social,

print, direct mail, out-of-home strategies, in-store and national media

campaigns.

. Develop loyalty and lifecycle engagement strategies for over 50 MM

traceable customers.

. Refocused efforts redefining value proposition, loyalty, VOC and

segmented marketing to improve CPA and GRM.

Skylight Financial, Inc.

2008-2011

Skylight Financial is a division of NetSpend and a leading B2B and B2C

provider of prepaid cards and payroll solutions.

Chief Marketing Officer, Vice President

Expanded Skylight Financial from a B2C company to include B2B and B2B2C

prepaid products and payroll services.

. Developed comprehensive marketing strategies, including a multi-channel

approach, increasing revenue by 26% and customer retention to 36 months

by implementing strategies designed to grow sales, increase brand

loyalty.

. Managed digital strategy for acquisition and retention; launched company

websites including primary site for the company, account management sites

for cardholders, and an acquisition site.

. Reduced account servicing costs by 25% by expanding online adoption and

launching self-service mobile functionality.

. Managed the marketing strategy and budget, including B2C acquisition

campaigns focused on out of home and DRTV.

. Led the company-wide branding effort focused on repositioning the brand

for B2B and B2C. Results include revenue growth of 41% fueled by new

business accounts, including HCA, Kohl's, Macy's, OfficeMax, and Yum!

Brands.

. Drove the development and execution of integrated communications

strategies that educated and influenced the press, analysts, and

customers. Managed agency relationships and negotiated both vendor and

agency contracts.

. Established a new brand identity, launched websites, created a sales

strategy for target market segments, oversaw advertising and events, and

developed marketing campaigns that optimized ROI across multiple

channels.

. Built a high performing marketing organization of 13 FTEs.

. Oversaw private label and co-branded Visa debit card portfolios.

Partnered with SunTrust and U.S. Bank, associations, and third-party

providers to offer product enhancements and promotions.

FleetCor Technologies, Inc. 2006-2008

FleetCor provides branded fleet credit cards to businesses and is the

world's largest fleet card processor.

Director, Product Management and Marketing

Managed a B2B MasterCard fleet card portfolio consisting of five different

cards marketed towards small, medium, and large businesses. Broad scope of

responsibilities included P&L accountability, strategic planning, MARCOM,

pricing, and sales and operations training. Oversaw all marketing channels,

including DRTV, online advertising, social media, direct mail, print, and

sales strategies.

. Grew the MasterCard portfolio from $160MM to over $446MM in usage, while

maintaining attrition in the single digits.

. Managed cost-effective demand generation strategies. Combined direct mail

with outbound sales, resulting in response rate of over 2% and projected

revenue of over $1.5MM

. Rebranded and launched the FleetCards USA website. Created a new user

interface and decision engine to improve the customer card selection

process, adding BP, Chevron, and CITGO to the card offerings.

CompuCredit Corporation 2005-2006

CompuCredit is a Fortune 500 company that provides financial products and

services to consumers.

Senior Manager, Product Development

Delta Air Lines, Inc. 1999-2005

Manager, Product Development (2003-2005)

. Promoted to review and establish non-transportation revenue channels.

Researched, developed, launched, and promoted innovative product and

service concepts.

. Led $40M program to sell food, beverages, and merchandise for Delta and

Delta's low fare subsidiary. Identified markets, product lines, and

brands. Set price points and established operating procedures.

. Defined Sky Club experience and service standards. Managed $8M marketing

budget allocated for website, advertising, direct mail, and sales

collateral.

. Launched private label brand for food, including perishable and

nonperishable items sold onboard flights.

. Developed strategic partnerships with high-value brands including Atlanta

Bread Company and Dean & DeLuca. Advertised and promoted private label

brand and partner brands through events, direct mail, and online media.

. Utilized quantitative and qualitative research, competitive analysis, and

economic forecasts to create long-term product plans. Managed the product

lifecycle from conception to implementation and maintained responsibility

for VOC and customer satisfaction.

Project Manager, Domestic Brand (2000-2003)

Managed the Delta brand and products and services for the entire U.S.

network.

. Identified and implemented $180MM in savings through catering product and

process modifications, which minimally impacted customer satisfaction

scores.

. Evaluated and tested new revenue channels including priority seating, 3rd

party advertising, and new services.

. Created strategic product plans to increase customer satisfaction, based

on economic conditions, industry environment, competitive movements, and

customer trends.

Senior Analyst, Consumer Marketing (1999-2000)

Managed the Delta Express brand, charged with improving brand awareness and

value proposition in the low-fare arena.

. Generated $2MM in non-transportation revenue through the development and

implementation of customer products and promotions with partners,

including Coca-Cola, Beauty.com, and Snapfish.com.

. Developed a comprehensive two-year co-branded promotional partnership

with Cartoon Network valued at $5MM.

US Airways, Inc. 1997-1999

Senior Analyst, Marketing Planning and Development (1998-1999)

Analyst, Revenue Management (1997-1998)

Developed marketing promotion and communications strategies, based on data

analysis, market trends, and budget allowances. Created short-term and long-

term marketing plans to achieve awareness and sales goals. Managed the

corporate branding and MARCOM.

. Identified and managed national and regional marketing campaigns in

print, DM, radio, billboards.

. Developed and implemented a successful gorilla marketing campaign

positioning US Airways as "Washington D.C.'s Hometown Airline" with a

budget in excess of $3MM.

. Identified and developed sponsorship opportunities and managed corporate

charity relationships with Make-A-Wish Foundation and Save the Children.

EDUCATION

Tufts University, Boston, MA, Fletcher School of Law and Diplomacy, Masters

candidate

Northeastern University, Boston, MA, BA in Political Science, minor in

Business Administration

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