Marketing Sales

DAVID R. HIGLEY

**** ****** **.

Downingtown, PA 19335

Cell: 801-***-****

****@**.***

Seasoned senior executive with an extensive background in strategic marketing, advertising, partnership

building, and business development. Demonstrated track record of increasing sales, market share, and

profitability. Skilled at leading by creating a vision and aligning company objectives, g uiding a large workforce

to achieve desired results. Persuasive communicator able to convey information with clarity and directness to

all organizational levels, interfacing with individuals from diverse cultures and disciplines. Energized by new

challenges and opportunities to commit a strong work ethic in mission driven results.

AREAS OF EXPERTISE

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Advertising & Promotions Local & National Advertising Strategic Alliances

• • •

Online Marketing Policies & Procedures Print & Broadcast

• • •

Business Development Contract Negotiation Call Centers

• • •

Competitive Analysis Budgets & Reporting Leadership

• • •

Social Media P & L Analysis

• • •

Market Research Vendor Management

• •

Channel Marketing Business Planning

• •

PROFESSIONAL EXPERIENCE

Chief Marketing Officer, Post University, Philadelphia, PA. May 2013 – Present

• Established marketing plan and management strategies through market analysis

• Developed and organized marketing strategies by analyzing marketing trend, competition, and historical

characteristics.

• Full creative review and optimization plan based on performance.

• Planned for development of new market segments and new partner universities for marketing and admissions.

• Ensured the tracking, measurement and analysis of performance by program and also by partnership.

• Agency and vendor review to assess capabilities, performance, contracts, and pay structure.

• Implemented real-time accesses into media spend tracking and lead activity through current CRM system.

Key Accomplishments:

• Reduction of enrollment costs year over year by 17.4% through lead optimization, staffing ratio to lead flow.

Vice President of Marketing, International Education Corporation, Irvine, CA. 2011 – April 2013

• Responsible for managing marketing and sales expenses to help drive toward long-term growth and

development by implementing cost controls in branches and new acquisitions.

• Manage advertising and marketing campaigns including budgeting, P&L accountability, vender management,

data analysis, and creative strategies for sixteen healthcare colleges.

• Perform competitive analysis, customer research, market conditions evaluations, and compile

competitor data to improve market penetration.

• Implement corrective action plans to support admissions teams and career services team in order to exceed

monthly lead goals.

Key Accomplishments:

Established Remarketing campaign which reduced overall company Cost-Per-Start by 18%.

DAVID R. HIGLEY – Page Two

PROFESSIONAL EXPERIENCE – Continued

Chief Marketing Officer, Prosper Team Inc., Provo, UT. 2008 – 2010

• Primary focus was plan development for design, writing and production of all communications, and marketing

materials for direct advertising efforts.

• Created and implemented a cost control system for agency advertising.

• Established phone center procedural guidelines as well as networking and time tracking systems.

• Oversaw all aspects of New Business, Account Management, Lead Generation, and all outward-facing

communication with consumers and the media.

• Managed a team responsible for leading interactive marketing, integrated marketing, website development and

call center strategy for Prosper partners.

• Led strategy and program implementation for acquisitions, student engagement, promotions, and loyalty

efforts.

• Managed direct marketing, interactive media and creative agencies, and web 2.0 agencies.

Key Accomplishments:

• Improved workforce efficiency and productivity through better scripting and sales strategy, which led to call

volume increase of 15% per representative.

• Developed brand identity and strategic plan to aggressively launch Prosper University into online and off-line

marketing streams. Effort resulted in a significant overall cost reduction in lead generation.

Executive Vice President of Online Marketing, Euro RSCG DRTV, Portland, OR. 2004 – 2008

• Responsible for building and developing an online direct marketing platform for the largest DRTV agency in the

world. Included software development, building the management team, and P & L responsibility.

• Assisted with development of online direct platforms for Fortune 500 companies including Allstate,

Countrywide, Honeywell, Lysol, Conair, & Astrive.

• Developed the first paid and organic search engine campaign for Euro RSCG DRTV clients. Strategies

increased search engine traffic, while lowering the overall cost per acquisition.

• Managed online team responsible for all digital strategy, lead generation, and communication.

• Managed interactive marketing and television partnerships for a portfolio of clients, including Fortune 500 and

dotcom clients comprising over $43 million in revenue annually.

Key Accomplishments:

• Developed Pay-for-Performance model that enabled the agency to offer online marketing to DRTV clients. This

created new income through Pay-for-Performance campaigns with minimal overhead cost.

• Exceeded year-over-year profit goals by 42% while agency expenditures remained flat for the same period.

Vice President of Marketing & Advertising, Corinthian Colleges, Inc., Santa Ana, CA 2001 – 2004

• Managed a $165 million advertising and marketing budget for a nationwide, publicly-traded, business

consisting of 140 colleges focused on providing post-secondary education and advanced degrees.

• Developed and implemented advertising strategies encompassing national and local TV networks,

newspapers, Internet, direct mail, radio and yellow pages.

• Tracked responses to focus policies, resulting in increased goodwill and student enrollments.

• Oversaw all marketing, advertising and promotional staff, agencies and activities.

• Conducted due diligence market research to assist in school acquisitions.

• Directed a marketing team of 35 employees and a 35-person call center.

Key Accomplishments:

• Increased 2003 fiscal year revenues to $517.3 million from $338.1 million in 2002, while lowering marketing

and advertising expenses from 20.9% to 20.6% of revenue.

• Key contributor in achieving the rank of 6th place on Fortune magazine’s 2003 list of the 100-fastest growing

companies.

DAVID R. HIGLEY – Page Three

PROFESSIONAL EXPERIENCE – Continued

Advertising Director, Icon Health & Fitness, Inc., Logan, UT 1989 – 2001

• Developed and executed strategic sales marketing goals for a leading home fitness equipment company.

• Oversaw sales, account management, project management, customer service, and call centers.

• Negotiated partnerships with Weight Watchers, Service Merchandise, American Express, and Sears.

• Developed e-commerce business and home fitness equipment catalogs which remain in use as effective sales

channels.

• Managed all TV advertising, print advertising, direct mail, literature, brochures and public relations.

• Prepared strategic plans for existing brands and directed the website creation for product lines.

• Created brand strategies for Nordic Track, HealthRider, ProForm, Image, Weider, and Reebok.

• Developed in-house print media buying services.

Key Accomplishments:

• Reduced annual overall expenditures for agency services by 25% while maintaining service and volume levels.

• Exceeded volume and profit sales budget objectives for 4 years.

• Received Manager of the Month Awards in 1999 and 2000.

EDUCATION

Bachelor of Science in Biology, Utah State University, Logan, UT

Leadership Scholarship, Utah State University, Logan, UT

COMPUTER SKILLS

Apple/Mac, OS/X, Windows XP/98/NT, WordPerfect, Word, Access, Quattro Pro, MS Works, Excel, PowerPoint,

Outlook, Lotus Notes

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