Marketing Manager

Karina Pe a Garcia, MBA

Senior direct and digital marketing executive with nearly 15 years in

applying qualitative and quantitative knowledge to drive business

decisions. Adept in leading marketing and product teams in designing and

executing integrated marketing strategies that drive acquisition, demand

generation, and retention to achieve and exceed goals. Deep experience in

leveraging data insights to create dynamic segmentation. Overseen CRM,

email and website deployments. Extensive people management experience in a

cross-functional environment, gained by working in both marketing and

organizational leadership positions. Exceptional communication,

presentation, and interpersonal skills. Unique combination of business,

technical and analytical skills, enhanced with a MBA degree from Columbia

University.

EMPLOYMENT

Institute for International Research, New York, NY 12/12 - Present

Marketing Director, Life Sciences Group 09/14 - Present

Regional Marketing Director, Biopharmaceutical and Healthcare Division

12/12 - 08/14

. Lead newly merged Life Science marketing team of 12 to drive all direct

and digital marketing for a 40+ event pharmaceutical, healthcare, and

business development/partnering event portfolio.

. Create group-wide integrated marketing strategic plans and budgets to

optimize marketing ROI and drive $28+ million in revenue.

. Spearhead branding efforts for global event assets and develop processes

to create consistency in messaging, creative, and marketing.

. Monetize existing and new markets through data-driven pricing strategies

and customized partnership and media arrangement with associations,

publications, bloggers, and other relevant 3rd parties.

. Synthesize and leverage response, behavioral, and psychographic data to

inform marketing mix and media recommendations, database segmentation,

and messaging strategies for growing global and established brands as

well as launching new products.

. Optimize website traffic and increase email subscriptions through

enhanced content marketing strategies on proprietary sites as well as

through 3rd party social media platforms.

. Source and manage 3rd party agencies and services to extend digital

marketing reach for new acquisition and lead generation, including paid

search, remarketing, display, LinkedIn messaging, and bounce re-

engagement.

. Foster culture of innovation and testing to expand marketing mix and

increase demand generation.

. Interface and collaborate with multiple internal and external teams

including Marketing Operations, Market Research, Event Logistics,

Creative, and Sales.

Direct Marketing Association, New York, NY 4/03 - 12/12

Acting Head/Senior Director, Marketing 10/08 - 12/12

. Led the Marketing and Creative Departments as Acting Head of Marketing

for three years between 2008 - 2011 during association leadership

transitions.

. Managed up to 15 direct reports comprised of Database/Analytics,

Research, Digital Marketing and Product Marketing in Conferences,

Education, and Membership as well as Creative Services and Production.

. Responsible for overall demand and lead generation, design and

implementation of integrated marketing plans.

. Achieved 20 - 80% ROI on integrated marketing programs for conferences

and events utilizing both B-to-B and B-to-C strategies and tactics.

. Defined and managed a $1.75 million fiscal marketing budget that drove

$10 million in gross revenue.

. Directed digital and technology marketing projects in conjunction with

IT, including website development, data architecture/infrastructure

planning, and preference center integration.

. Managed the integrated state-of-the-art marketing database, analytics

engine, and email platform to maximize CRM efforts as well as oversee

data hygiene efforts.

. Negotiated nearly $850,000 in in-kind services through business

development, strategic partnerships, and barters that increased brand

awareness and expanded overall reach.

Marketing Director, Digital and Database 9/07 - 10/08

Interactive Marketing Manager 6/06 - 9/07

. Implemented an integrated multichannel marketing database and work with

cross-functional team to resolve data discrepancies, identify and capture

technological/marketing requirements, preserve data integrity, and

improve trend and matchback reporting.

. Supervised two direct reports: Email Marketing Associate and a Marketing

Database Analyst, who jointly supported a department of 14 representing

the four major Association revenue streams.

. Responsible for a $250,000 marketing budget and approximately $400,000 in

barters across multiple mediums.

. Managed search agency to increase customer acquisition and attendee

registration totaling $150,000 per year.

. Oversaw Association-wide email program deploying 20 million emails

annually, monitoring reputation, and consulting on strategy, scheduling,

design, segmentation, and reporting.

. Coordinated vendor RFPs and negotiated contracts for database marketing,

email, website and search.

Event Marketing Manager 2/05 - 9/07

. Led all integrated, multichannel marketing campaigns supporting the

exhibits and sponsorship sales for the Association's top revenue

generating conferences, DMA Annual and DM Days New York, to over $7

million in sales exceeding budgeted goals by 9%.

. Achieved a year-over-year 18.4% increase in attendee revenue for DM Days

New York 2006 utilizing customized VIP programs, multichannel marketing

promotions, and viral campaigns.

. Planned, wrote, and executed all integrated, multichannel marketing

campaigns for conferences and events serving vertical markets, ranging

from industry-wide collaborative events to C-level, invitation-only

events.

Marketing Associate, Research 2/04 - 2/05

Marketing Coordinator, Membership 4/03 - 2/04

. Maximized $115K budget for all promotional research marketing activity,

including new product releases and determined allocation of budget

dollars to achieve a $775K revenue goal, resulting in selling out new

releases.

. Coordinated the bookstore's presence and on-site membership

representation at DMA events from design and setup to execution of on-

site promotions, including booth setup and materials shipment.

. Organized and executed email and mail promotions to DMA conference

attendees to highlight membership benefits and drive acquisition and

retention efforts.

Automatic Data Processing, Inc., Roseland, NJ 3/02 - 4/03

International Marketing Coordinator 1/03 - 4/03

Marketing Services Intern 3/02 - 1/03

. Reinforced the international segment's brand identity by unifying its

messaging points and communicating them through various mediums such as

print collateral, tradeshows, and exhibits.

. Collaborated in developing new web-based interactive methods to improve

global internal communications.

. Reviewed marketing collateral and inventory trends on a weekly basis,

placed reprint orders, and coordinated copy revisions between business

units and designers.

. Strengthened the Speaker Bureau program by surfacing the best-fit

speaking opportunities for executives.

. Managed budget accounts to ensure timely invoice processing and monthly

reconciliation.

EDUCATION

Columbia University - Columbia Business School

Executive MBA; Concentration in Management and Marketing, September 2010

Honors: Dean's List

Rutgers, The State University of New Jersey

B.S., Marketing; Concentration in Management Information Systems, December

2002

Honors: Beta Gamma Sigma, International Golden Key Honor Society, Dean's

List

AFFILIATIONS

. Columbia Business School Alumni Association Member

. International Association of Exhibitions and Events Member

. International Golden Key Honor Society Member

. Rutgers University Alumni Association Member

. Beta Gamma Sigma Lifetime Member

69 Princeton Avenue, Wyckoff, NJ 07481

201-***-**** ******.*.******@*****.***

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