Marketing CRM and Advertising Director

Creative, ambitious Marketing Director who moves fluidly between intuition

and rigor to solve complex marketing problems. More than 10-years

progressive experience directing inspired marketing campaigns for Fortune

500 companies. Driven to learn about what motivates, inspires, and excites

target audiences. . Successfully launched B2B and B2C brand and retail

campaigns utilizing traditional collateral, user-generated content, SEO,

SEM, branded entertainment, digital video production, and social media

programs to tap into target consumers' passions.

PROFESSIONAL EXPERIENCE

SapientNitro July 2012- July 2014

Group Account Director

Directed all online advertising for all Chrysler Brands (Fiat, Jeep,

Chrysler, Dodge, RAM), working across vendors to drive optimizations on

site via dynamic ad platform migration and utilization. Projects ranged

from dynamic ad banners to iAd and location-based mobile ad serving.

Ensured brand integrity maintained across all initiatives worked with award-

winning creative teams in Miami, Boston and Toronto. Directed optimization

efforts, (testing and analysis) for online advertising and site click

through metrics. Managed cross-functional teams in multiple locations.

Managed 9 direct reports and more than 25 cross-capability roles.

. Decreased client costs on banner ads; resulting in higher agency

margin

. Lead migration to new dynamic ad serving platform,

. Managed a workflow of more than 28 comprehensive projects

simultaneously

. Partnered with UM for optimization planning

. Launched first Chrysler conquest geo-fencing mobile campaign

. Negotiated annual contracts with client and managed P&L in excess of

$6MM

Account Director July 2012-June 2013

Recruited to work with Sunglass Hut as a hybrid onsite/Account Director

role. Recruited to work on global brand launch in Chicago office for Abbott

Pharmaceutical. Lead cross capability teams in a remote model, and

seamlessly transitioned between 2 SapientNitro offices to lead critical

initiatives

. Launched Sunglass Hut: 2013 Digital Plan

. Lead Define Discover of sunglasshut.com redesign.

. Directed development of SGH Interactive Style Guide

. Lead Chicago team in successful pitch and win of Abbot global new

brand launch

Resource Interactive November 2011-June 2012

Recruited to work with newly acquired Nestle client DiGiorno to lead

digital and social strategy. Launched two digital campaigns at key drive

times. "Countdown to Greatness" and "Home Court Sweepstakes" with cross-

channel integration. Managed cross-functional team of 10 staff.

DIGITAS, Detroit June 2007-September 2011

Associate Director CRM and Digital Marketing

Responsible for building relationships at the highest level; provided

thought leadership and strategic guidance for all existing and emerging CRM

and digital media planning efforts/initiatives ensuring overall

profitability and achievement of KPI's for global brands

Project: ProConnect

Client: Owens Corning (OC)

Provided thought leadership for a B2B Customer Portal initiative targeting

top-tier suppliers. Worked across agencies with other suppliers to execute

inaugural launch of program. Directed program from conception through UX,

to testing and launch. Managed cross-functional team of 10 people.

. Project completed in 6 months (July 2011)

. Adoption rate of target users; 55% in the first six weeks representing

9% of OC's revenue base

Project: CRM Management Disenfranchised Owners Program

Client: General Motors

Served as a client-embedded Digital Director to retain customers

disenfranchised by the closure of GM's Saturn, Pontiac, and HUMMER

divisions. Lead all communications streams to owners to transfer brand

loyalty to GM loyalty. Lead the work of three separate agencies (Campbell

Ewald, Acxiom, and MRM) to execute a multiplatform campaign including DM,

email, special-offer retail sites, management of all call center messaging

(outbound and inbound), brand site redesign. Analyzed sales, site traffic,

trends, CTRs and response rates to increase opportunities and sales.

Managed team of cross-agency and department contacts of 18 people.

. Achieved special offer adoption rate of 32% for discontinued brands

. Incremental sales increase ranging from 9-12% in first six months of

program

. Connected more than 40,000 consumers with new GM dealerships

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Project: CRM Director

. Client: Saturn ?

. Client-embedded agency role. Directed all digital and interactive work

for Saturn including site launch, maintenance and optimization,

lifestyle and In-market media placements, CRM cadence and automation.

Managed budgets in excess of $20MM for online media spend and SEO.

Created online campaigns to support model-year refresh, new product

launches and retail initiatives. Managed four agency teams (Deutsche,

Carlson, Digitas, and Prodigious). Worked during the sale and

subsequent closure of the Saturn brand and was responsible for all

communication streams to current owners as well as sell-down inventory

communications strategies. Managed cross-agency teams, call-center,

and media group consisting of 25 members.

. Launched award-winning Saturn "The Neighborhood" site

. Directed all leads capture communication streams and owner retention

efforts across consumer lifecycle

. Streamlined RAQ process and increased response by 3%

. Inventory sell-down achieved in less than 4 months

. Maintained highest retention rate of consumers during the GM

bankruptcy/restructure

Digital Marketing Manager In-Market Program

Client: Cadillac, HUMMER, Saturn

Launched GM's "In-Market" Program targeting lower-funnel consumers for

Cadillac and HUMMER. The program was the first in GM's history, Utilizing a

combination of online advertising, search and content optimization paired

with rigorous metrics analysis and A/B testing

. The program achieved the highest CTR and response rate for online ads

. Utilized dynamic messaging to offer region-specific specials to

consumers

. The first OEM to work collaboratively with third-party sites to

develop contextually relevant content

Hart Associates, Toledo October 2005-June 2007

Senior Account Manager Supervisor ProMedica and Paramount Health

Recruited as key client contact on agency's largest account. Directed all

marketing initiatives, brand strategy and campaign execution for agency's

largest client. Managed P & L's for all projects, maintained highest

account profitability in the agency. Direct responsibility for three

account staff and their development/training.

. Exceeded annual billable goals by 15%

. Received President's Award for outstanding performance

Previous Experience

Fruchtman Marketing 2003-2005, Director Public Relations

NHA 1997-1998, Manager of Grants & Communications

NPI 1995-1998, Director of Planning and Development

Education University of Toledo

Kari L. Slater

2331 Barrington Drive

Toledo, OH 43606

419-***-****

acga1z@r.postjobfree.com

Areas of Expertise

. Strategic planning and activation

. Staff development, recruitment and management

. Enterprise level, site builds, launches and optimization

. Data analysis and integration (site metrics, CTR, ROI)

. Brand planning and integration

. Social media and user-generated content integration

. Email campaigns and optimization

. Digital media

. A/B and multivariate testing

. SEO, SEM, and content optimization

. CRM communications

. Online advertising: dynamic ad platforms, best practices and testing,

behavioral targeting and retargeting

. Mobile experiences including: geo- targeting, geo-fencing and ad

serving, iAd app development

. Direct Mail

Kari L. Slater

Resume p. 2

Client Portfolio

General Motors

HUMMER

Cadillac

Saturn

Owens Corning Fiberglas

DiGiorno

Luxottica

Sunglass Hut

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ǵ ?uj[IA[=/h1 CJOJ[?]PJ[?]QJ J[?]hAbbott Pharmaceutical

Chrysler

RAM

Fiat

Dodge

Jeep

Kari L. Slater

Resume p. 3

Proficiencies

. Project Management

. Cross-Capability Team Management

. C-Level relationship cultivation and management

. Collaborating with brand product managers

. New business development

. Presentations

. MS Office

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