Marketing Sales

R. Richard Ritacco...

** ******** ******, **** *** • Clearwater Beach, FL 33767 • 203-***-**** • ********@*****.***

Entrepreneurial-oriented, audience-centric Global Marketing / E-Business Leader who brings passion

and energy to every challenge growing and strengthening the competitive position of midsize and

large businesses who sell into B2B/B2P/B2C markets. Thrives on designing and launching innovative

integrated sales and online/offline marketing campaigns that create a compelling brand voice, drive

revenue, propel conversion rates, and solidify customer loyalty for manufacturing, software, SaaS,

specialty pharmacy, telecommunications, and CPG organizations. Builds and empowers teams that

embody the brand, fosters collaboration and gains consensus for bold and courageous market making

strategies. Notable value-add contributions and strengths…

Delivering Incremental Revenue Growth: Turned around a long-term downward trending

commercial customer base and increased base by 1.8% (663,236 vs. 654,307), while growing

revenue 3.1%, and revenue per order 3.4%. Developed an integrated marketing strategy,

tactics, and implementation plan bridging the gap between marketing and sales and reversing

negative trends at Nestlé Waters North America.

Leading Edge Global Strategy: Drove 20% increase in online consumables revenue & 25%

increase in online equipment revenue ($90 million business) for Pitney Bowes by delivering

consistent messaging while building a global technology backbone, and significantly improving

user experience and online purchasing behavior. Created, gained board approval, and

implemented 30-country marketing/portal strategy and 16-country ecommerce strategy.

Brand Awareness: Increased email conversion rates 73% to existing customers of TESSCO

Technologies, by leveraging user-centric research to formulate new and creative brand

positioning strategy, customer segments, and personas with segment specific messaging.

Groundbreaking Market Insight: Co-led one of the nation’s most comprehensive study on the

attitudes and behaviors of Small Business Owners while at Pitney Bowes Financial Services,.

This research laid the foundation for online behavioral targeting and study insights were

featured in Entrepreneur Magazine, as well as several major business publications.

Intuitive Strategist, Pacesetter and Leader: Draws upon personal experience and best

practices across multiple industries, including manufacturing, software, SaaS, healthcare,

CPG, financial services and IT/telecom to attain measurable results from integrated marketing

initiatives.

Driving Significant Double-Digit Growth: Developed, tested and implemented channel

strategies and sales tools for multiple channels, e.g. national and independent office dealers,

group purchasing organizations, associations, and vertical markets (healthcare, automotive,

financial services, retail, telecommunications), etc.

Bringing New Products to Market: Developed, tested and implemented both online/offline

sales tools and prospect/customer facing media for: CPG, mailing products, business services,

Software, SaaS (location intelligence, data, business intelligence & customer information

management) for US and Canadian markets.

Critical Competencies for Tangible Business Outcomes

Strategic Integrated Marketing Planning /

Execution

Agency Partnerships

Cross-functional Team Building, Leadership and

Interactive Marketing

Mentoring

Portal Strategy and Development

Market Intelligence and Assessment

Website Development / SEO / SEM

Integrated Marketing / Branding

Social Media

P&L / Multimillion-Dollar Budget Management

eCommerce / B2B / B2C

Deal Structuring / Negotiations / M&As

Change Management

User Experience and Engagement

Content Marketing

Customer Acquisition / Retention

Behavioral Targeting

Positioning / Differentiation Strategies

A History of Driving Brand, Revenue and Market Growth

B2B Integrated Marketing, Clearwater Beach, FL 2008 – present

eBusiness and integrated marketing agency.

Managing Director – COntract CMO / Marketing head

Established an agency providing integrated marketing solutions to small, medium and large businesses.

Projects include strategy, development and implementation of integrated strategies (Field Sales,

Ecommerce, Search, Content, Display, Lead Generation, Direct Mail, Email, etc.)

Full-time contract employee positions include:

Nestlé Waters North America (CPG): Commerical Integrated Marketing Head (2013 – 2014)

Full-time onsite contractor developing an integrated B2B/B2P/B2C marketing strategy and

subsequent implementation.

o Developed, tested and launched integrated direct marketing tools for the commercial

business, including offline and online tools to gain an understanding of systems and

process limitations – 20% incremental productivitiy improvement through testing,

creativity and integrated approach.

o Developed digital/traditional direct marketing tools. Performance improvements ranged

from 7% and 46% by designing, testing, and launching direct marketing tools for the

commercial business, including all offline/online tools.

o Tested and currently implementing national cross-channel marketing efforts including

search, display, direct mail, lead generation, outbound telemarketing, advertising, email,

direct sales materials, marketing automation and various other tools/activities.

BizMark, CT (Agency): Vice President (2009 – 2013, 2015) Clients have included Pitney Bowes

Software - SaaS (Interactive Media, Video, Marketing Sites and Tools, Print and Trade Shows);

Nestlé Waters North America (Segmentation, Attitudes and Behavior Research, Persona

Development, Go-to-Market Strategy), Coranet (Brand Development, Website Strategy with

improved User Experience, Interactive Media).

TESSCO Technologies (Telco): Contract CMO (2008) Developed Integrated Marketing Strategy,

Website Strategy with improved User Experience, Segmentation and Persona Development and

Trade Show Support).

Pitney Bowes Inc., Stamford, CT 2005 – 2008

Manufacturer of SaaS software and hardware. Provider of services related to documents, packaging,

mailing, and shipping.

Senior Director of Global Online Strategy, Development and Interactive Media

Returned to Pitney Bowes, reporting to CMO and Vice President/General Manager to drive development

and implementation of all global web initiatives, which encompassed online brand standards, public and

private web sites, eCommerce sites, transactional portals, interactive multimedia, email marketing,

search engine optimization/marketing, and user research. Administered $4.5M expense budget and

managed all external vendor/agency relationships.

Developed, gained board approval and began implementation of a $25M, five-year online

investment plan.

Increased remarketing conversion 38% by implementing new web analytics tool, driving

segmentation, behavioral targeting, remarketing, and cross-sell opportunities across the organization.

Built and led direct staff of 22 across strategy, user experience, analytics, development, portal,

interactive, design, ecommerce, content, email marketing, PMO, as well as an indirect 15-person

international team.

Improved rankings significantly, through an SEO/SEM program and comprehensive online strategy.

Visidia, Inc., Danbury, CT 2000 – 2005

eBusiness and integrated marketing agency.

CEO and Managing Director

Founded firm and built 12-person team that focused on solving clients’ business challenges utilizing a

mix of electronic and traditional media, new business processes and founded on solid business strategy.

Drove results through direct sales, web marketing, social media, direct mail, advertising, telemarketing

and emerging media.

Client engagements included Beiersdorf AG – US (Interactive Sales Tools and Video); Cadbury

Schweppes (Intranet Strategy and Corporate Meetings); United Rentals (eCommerce Website and

Intranet); Philips Medical Systems NA (Marketing Strategy, Content Development and

Communication Strategy); and Priority Healthcare (Contract Chief Marketing Officer specialty

pharmacy 2002-2005 ).

Provided leading edge eBusiness and integrated marketing strategies and development to small,

medium and large businesses.

Created several integrated marketing strategies and sales/marketing tools, for both online and offline.

Further, tested and implemented national cross-channel marketing efforts, including search, display,

direct mail, lead generation, outbound telemarketing, advertising, email, direct sales materials,

marketing automation and other various tools/activities.

Pitney Bowes Financial Services, Stamford, CT 1987 – 2000

Provides equipment leasing and financing services.

Director of Marketing, Strategic Planning, Communications,

International and Internet Markets

Held various Director positions with increasing accountability in each of the above areas. Integrally

involved in employee communications, advertising, marketing communications, public relations,

community relations, investor communications, brand management, and product

development/management.

Developed and launched a $10M+ financial product in Canada and UK.

Drove strategy, planning, design and development of www.pitneyworks.com.

Improved margins 40% by developing new business models for existing products.

Recipient of Manager of the Year award for National Account management and Division Excellence

award recipient for Communications Management.

Led a multinational best practices team, developing a new strategic direction and delivering $40M in

cost savings and process efficiencies.

Planned, wrote and produced Pitney Bowes Financial Services annual report for 5 years – each

publication winning an industry awards.

Prior professional progression:

Regional Sales and Marketing Director, New York and New Jersey, Eaton Financial Corporation,

Framingham, MA

Account Executive, Management Recruiters, Springfield, NJ

Associate Manager, NJ and FL, Avco Financial Services, Irvine, CA

Education

Executive Certificate Program: Strategy and Innovation, MIT Sloan School of Management, currently

BA, Interdisciplinary Studies, Boston University, May 2015

Affiliations

Former Board Member, AMA Fairfield County Chapter/IABC WestFair Chapter

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