Manager Sales

BELINDA RAZÓN

************@*****.*** San Diego, CA 92101 619-***-****

SENIOR MARKETING PROFESSIONAL

Solutions Strategy & Execution ~ Entrepreneurship ~ Thought Leadership ~ Research ~ Communications

Presentations ~ Channel Optimization ~ Negotiations ~ Cross Functional Teams ~ Sales/New Business

Client/Account Management~ QA Mining ~ Campaign DM ~ Analytics ~ 360 Results ~ Translator

Innately driven, evolving and curious senior marketing professional with more than 20 years of hands-on

experience and expertise in sales and marketing in the retail, financial services, credit card and

healthcare industries. Specialize in being liaison between Corporate Marketing and lines of Businesses to

interpret big data into actionable strategies. Known for expertise as analytics subject matter expert for

marketing campaigns to drive key acquisition, retention and cross -sell performance initiatives. A

Marketing change agent, educating and influencing product decision makers to endorse consumer

segmentation.

EXPERIENCE

Client Manager, Nielsen, San Diego, CA 2012-Present

Responsible for renewing 90% of client accounts and upselling agreements with existing client base.

Contribute to quarterly and annual revenue goals for Financial Services line of business. Interact with

clients to solve complex business challenges with company solutions. Persuade and influence clients to

utilize company services to measure success.

Identified and closed new business opportunities for remaining year-end revenue goals, resulting in

beginning to end contract and delivered research deliverable while adding $45K in incremental, non-

forecasted revenue within seven days.

Led all client engagements while in interim client lead role, resulting in closing 75% of all forecasted

renewals within first calendar year at the position and increased new business within client base,

earning 2nd highest sales in year among my peers.

Sr. Market Research Analyst, Huntington National Bank, Columbus, OH 2007-2012

Audited, interpreted and socialized data sets for participation in national benchmarking studies and

solutions. Shared secondary research and consumer trends with bank marketing/product suite teams for

best practices. Queried, consolidated and aggregated data sets for key senior management dashboards

and reports.

Created first comprehensive customer segmentation system for nearly 2MM consumer customers

across six-state footprint, resulting in development of customer personas that were simple to describe

and build marketing strategies and tactics.

Built and developed first marketing database response model for consumer lending campaigns, allowing

comparisons of challenger groups to champion mail, resulting in establishment of foundation to fully

utilize models “test kitchen” efficiency.

Proactively researched secondary, reliable sources in the industry to capture key problems C level

executives faced, leading to creation of processes enabling marketing to lead effort in solving for

business challenges and readiness against competing forces.

Belinda Razón resume Page 2

Associate Product Manager, Alliance Data, Columbus, OH 2004-2006

Championed optimization of online bill pay/account management product. Led

cross-functional teams for planned/unplanned site technology release dates. Subject matter expert,

influencing internal teams and clients to adopt best in class payments technology.

Directed and wrote three iterations of scheduled release dates for technology enhancements, resulting

in increased YOY volumes in bill pay user registration, marketing content, electronic payments -double,

triple, and double fold respectively.

Senior Account Executive, New Business Development, Alliance Data, Columbus, OH

1998-2004

Generated bottom line annual revenue of $6MM-$8MM through third party direct response marketing,

through billing statement messaging, inserts and bangtail envelopes.

Led rollout of lucrative product within 6 months to over 70 retail credit card clients, accounting for over

70% of overall profit center annual revenue.

Introduced over 20 new vendor partners to Client Sales and retail client teams for third party

revenue/fee income marketing, resulting in contributing 24-30% incremental revenue to the overall

profit center within 3 years.

Client Account Executive, Alliance Data, Columbus, OH 1996-1998

Sold, implemented and reported third party credit marketing multi-channel campaigns to 20+ retail

clients, resulting in double-digit revenue growth for three consecutive years.

Senior Media Manager, Nationwide Warehouse & Storage, Columbus, OH 1990-1995

Contributed over $100MM annual sales for over 200 US and Canada stores, using multi -channel

advertising mix. Created ad strategies and campaigns for broadcast media, print and Out of Home.

Pioneered unique language-barrier marketing and advertising needs for non-English speaking Grand

Opening site locations, resulting in surpassing all grand opening sales event weeks, with ROI calculated

at 78% first month of opening.

EDUCATION

Bachelor of Science, Business Administration, Concentration -Marketing,

West Virginia State University -Charleston,WV

Cum Laude, Student Speaker-Spring Commencement

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