Sales Marketing
Resume:
SUSAN GINSBERG-O’SULLIVAN
CERTIFIED CAREER COACH AND CERTIFIED DARING WAY™ FACILITATOR
Certified Career Coach and Facilitator and former marketing executive who is adept at engaging clients,
establishing rapport, and assessing needs and goals. Works collaboratively with colleagues. Managed teams large
and small. Diverse experience in education, non-profit, entertainment, and publishing. Proven ability to build
relationships through competencies in:
Career Development Interview Preparation Resume Development
Project Management Marketing/Event Planning
Workshop Facilitation Team Leadership
Workshop Development Networking Strategies
PROFESSIONAL EXPERIENCE
GO’ COACHING – OWNER
2013 - PRESENT
Deliver coaching, workshop facilitation and development for both individuals and organizations. Created a five-
step results-oriented model guiding clients through a process of discovery, reflection and actions in order to
achieve their goal.
• Educate clients on how to network, write resumes, cover letters, and interview preparation
• Support clients to clarify goals, developing step-by-step plans, being accountable, and analyzing results
• Volunteer Career Coach at the New York Public Library’s Job Search Central and the NY Housing
KNOWLEDGE DELIVERY SYSTEMS, INC.
2011 – 2012
Vice President, Marketing:
Responsible for the marketing strategies, lead generation activities, and revenue associated with the “retail”
business. Worked closely with sales on developing specific district tools and communications strategies that built
awareness of the program and usage. Additional responsibilities included, managing conferences, digital
marketing initiatives, social media, public relations, and customer communications. Member of executive team.
Led and managed the refresh of the corporate website; added search functionality, CMS software
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Delivered first national newspaper mention in USA Today
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Developed strategies that drove booth traffic at conferences and trade shows, and managed the coordination
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of author’s schedules, dinners and awareness marketing initiatives
Oversaw the project management, production, design and content development of the product catalog – the
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main tool for showcasing all courses
TRANSITCENTER, INC., provider of TRANSITCHEK
2005 – 2010
Vice President, Marketing:
Defined the marketing and communications strategies supporting the commuter benefit offerings and company
mission. Managed lead generating initiatives, branding, employee engagement, public relations, customer
communications, research, creative services, presence and maintenance. Key member of the executive team.
Marketing Strategy and Branding
Supported sales in achieving and exceeding sales and revenue goals, while reducing marketing expenses by
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74%; in 2005 expenses as a percentage of revenue was 31%; in 2010 they were 6%
Redefined marketing from a “one size fits all” approach to a focused and targeted one; implemented digital
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and social media strategies. Reduced the cost per lead by 70% and generated more qualified prospects through
lead nurturing
Increased brand awareness by 25% and implemented research to identify new market and product
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opportunities
Re-architected, re-designed and re-launched the TransitCenter brand; implemented research, selected new
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logo, redesigned all products and materials
Communications and Online Management
Digital Mktg Strategies, Customer Communication, PR, Branding, Digital Mktg Strategies, Customer Communications, PR, Branding
SUSAN GINSBERG-O’SULLIVAN
Led the development of the corporate website, as well as two microsites designed to educate prospects, drive
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enrollments and build overall awareness of the benefit. The award-winning Exercisetheright.com microsite
generated over 31,000 visits in three months
Increased public relations presence by 49% through social media, blogs and traditional media strategies, as
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well as successfully managed a media crisis resulting in a non-issue with customers and the public
Managed the creation of sales collateral including a content/resource microsite to augment and/or replace in-
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person employee meetings. 55% of visitors clicked-thru to the enrollment site
Launched social media presence on Linked-in, Twitter, Wikipedia and Facebook
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NORTH SHORE ANIMAL LEAGUE AMERICA 2004 –
2005
Associate Director, Marketing & Program Development :
Recruited to re-focus and expand website, grow membership and revenue, while creating new marketing programs
that increase adoptions, donations, and brand awareness. Inclusive was the identification, cultivation, solicitation
and closure of Annual Gifts, Grants and Sponsorships.
Restructured e-commerce area; reducing expenses. Increased online donations by 145% in seven months.
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Re-launched online pet store through a third party vendor resulting in reduced expenses and increased sales
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Key player in the development and launch of a new online pet adoption service
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Created new revenue streams through the construction of partnerships with Long Island businesses
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Produced bi-weekly e-newsletter. Conceptualized and developed a proposal for an online magazine
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INDEPENDENT CONSULTANT 1999 – 2001
& 2003 – 2004
RESPeRATE: Developed and implemented the marketing strategy for a new product concept
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King Research: Implemented brand strategies that elevated the overall company image and individual
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products
Showtime Networks: Developed the marketing strategy and plan for a new cable TV channel in Spain; Created
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an actionable Retention/Loyalty proposal centered on extending subscriber life
RCG Information Technology: Principal Consultant, CRM Practice. Provided CRM business and process
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expertise. Focused on developing marketing functionality creating one-to-one relationships with the customer
TOUCHSTONE HEALTH PARTNERSHIP, INC. 2001 –
2003
Vice President, Sales and Marketing:
Responsible for setting the strategic direction, communication and execution of all customer marketing efforts,
including branding, acquisition, retention, public relations and new media strategies targeting seniors. Managed
inside/outside sales and customer service. Key member of senior management team.
Developed marketing strategy that resulted in 124% increase in membership in nine months
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Utilized community based efforts which resulted in reducing churn by 10%
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Managed a team of eight inside and outside sales staff. Determined monthly quotas, created incentives and
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sales training programs. Restructured the sales bonus system resulting in a 20% increase in productivity
Conceptualized and managed the design, launch and ongoing development of the company website
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Created and executed special events that attracted 300-plus participants
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SHOWTIME NETWORKS, INCORPORATED, A VIACOM COMPANY 1989 – 1999
Vice President, Direct Marketing: 1993 – 1999
Director, Direct Marketing: 1989 – 1993
Designed the strategic development and managed the execution of all subscriber acquisition and relationship
marketing efforts for five cable TV networks. Strategies included award winning direct marketing campaigns, TV,
print, and on-air previews. Additional responsibilities included operations, telemarketing and database
development. Managed a staff of 36.
EDUCATION
NEW YORK UNIVERSITY – New York, NY Certificate in
Coaching
Digital Mktg Strategies, Customer Communication, PR, Branding, Digital Mktg Strategies, Customer Communications, PR, Branding
SUSAN GINSBERG-O’SULLIVAN
THE DARING WAY™ – San Antonio, TX Certified Daring Way™ Facilitator - Candidate
SYRACUSE UNIVERSITY – Syracuse, New York Bachelor of Arts,
Sociology
CTAM U, NORTHWESTERN UNIVERSITY – EVANSTON, IL EXECUTIVE
MANAGEMENT PROGRAM
AWARDS, MEMBERSHIPS AND HONORS
AWARDS: DMA ECHO, CTAM Mark, APTA AdWheel, PayBefore Awards
MEMBERSHIPS: INTERNATIONAL COACHING FEDERATION, INSTITUTE OF COACHING PROFESSIONAL ASSOCIATION, MANHATTAN
CHAMBER OF COMMERCE, PET PARTNERS – CERTIFIED THERAPY DOG HANDLER
HONORS: Women in Need BOARDS: International Coaching Federation- NYC Chapter
Digital Mktg Strategies, Customer Communication, PR, Branding, Digital Mktg Strategies, Customer Communications, PR, Branding
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