Senior Director
Resume:
C. Jaime Silva
*** **** *****, **** ********, Connecticut 06119
*********@*****.***
Vice President ~ Senior Director
Area of Focus: Marketing
Qualifications Profile
Results-driven and innovative professional, offering comprehensive experience in marketing; with focus on global strategy development,
brand management, business expansion, customer acquisition, and multi-channel optimization
Concept-to-execution driver and executive; armed with a solid reputation for driving strategic vision and creating long-term value
across multiple industries, such as insurance, retail, financial services, and media settings
Recognized leader in direct marketing and call center sales operations; equipped with well-defined entrepreneurial acumen and well-
honed communication, organizational, analytical, problem-solving, and management skills
Armed with basic knowledge of Spanish; expert at establishing professional working relationships with various colleagues and
executives, vendors, and corporate organizations
Core Competencies
Creative Marketing Design and Production
Revenue and Sales Growth
Profit and Loss (P&L) Management
Media Buy Optimization
Business Data Analytics and Optimization
Staff Development and Supervision
Client Relations and Partnerships
Offline and Online Media Convergence
Continuous Process Improvements
Cross-Functional Leadership and Team Building
Professional Experience
Rosetta Stone Arlington, VA
Senior Director, Consumer Marketing and Call Center Sales Operations – North America Feb 2013–Mar 2015
Served as member of the Consumer Leadership Team accountable for leading the following offline marketing duties:
Full profit and loss (P&L) ownership, including analysis, annual planning, creative strategy development, and media mix optimization
Multinational direct-to-consumer call center sales operations and vendor relationships management
Strategically drove revenue generation and growth through television, web, radio, print, direct mail, retail, and digital out-of-home,
while also overseeing the Homeschool Division.
Management of a geographically dispersed team of over 1,000 to consistently achieve key performance metrics
Notable Accomplishments:
Positioned the company for growth as reflected in the following key initiatives:
Increase in year-over-year (YOY) improved acquisition cost efficiency by 15% after successful “Branded Response” program deployment
Boost in Hispanic revenue over 8x (to $10M) by spearheading integrated media mix messaging and call center optimization efforts
Improvement of country specific media efficiencies by 60% by leading the global “Best Practice” exchange summits
Achievement of 10% YOY budget growth after administering and implementing the media mix model measuring TV attribution on retail and
online channels
Optimization of call center sales operational efficiencies increased YOY from 2011 to 2015
Leveraged outstanding marketing expertise in establishing and successfully implementing the following:
Multichannel strategy in full support of new product launch; consequently increasing average order value (AOV) by 12%
Local, national, and international “test and learn” best practices; thus attaining 10% to 50% YOY sales growth
Outbound Telemarketing program yielding $1.3M in incremental sales (while remaining budget neutral)
Successfully grew Hispanic Brand awareness by 30 points via new product launches and tailored messaging to key market segments.
Received the Inaugural President’s Award for Excellence, a recognition given to only 12 out of approximately 2,000 global employees.
Director, Consumer Marketing and Call Center Sales Operations – North America Feb 2012–Feb 2013
Strategically led offline advertising efforts, including the overall management of relationship with third-party media agencies;
analysis of media buys and campaign performance; and monitoring purchased placement results; and delivery of marketing assets.
Led multiple call center teams in developing and updating call center scripting, as well as managing call center performance
encompassing TV, Radio, and Direct Mail advertising.
Notable Accomplishments:
Significantly increased target penetration by 27% after executing campaigns through internal and external resources
Implemented a creative testing protocol which led to approximately 10% to 20% of cost savings for each round of testing
Launched marketing footprint to Canada, while negotiating vendor commission target reduction by $2.5M.
Established a reputation for continuously handling increasing responsibilities by earning fast-track promotions from senior manager, to
director, and finally to senior director.
Senior Manager, Consumer Marketing – U.S. Jun 2010–Jan 2012
Strategically led the company’s TV advertising efforts, including the overall management of relationship with third-party media
agencies; analysis of media buys and campaign performance; and monitoring purchased placement results; and delivery of marketing
assets.
Worked collaboratively with third-party agencies in spearheading the distribution of TV campaigns.
Administered the TV media budget with full accountability in delivering all TV-based revenue goals.
Notable Accomplishments:
Drove performance improvements as reflected in accomplishing the following initiatives:
Improvement of productivity within DRTV and across media types
Successful identification and oversight of alternative media buy options
Execution of media to significantly increase response and mitigate “wear-out” at acceptable costs
The Hartford Southington, CT
Director, Direct Response TV (DRTV) Programs – Personal Lines Division Jul 2005–Jan 2010
Provided expert leadership to the AARP and Consumer Direct Auto and Home Insurance DRTV programs, which included creative and test
strategy design, demand generation, end-to-end acquisition economics, media execution, staff development, and multi-vendor management.
Worked collaboratively with creative resources in initiating new creative concept development, production, and brand research.
Administered $40M of direct-to-consumer budget, while obtaining 82% budget increase through innovative media optimization.
Notable Accomplishments:
Contributed in achieving and exceeding yearend transaction goals by 10% in 2008 and 24% in 2009.
Drove performance improvements as reflected in the following key results:
$600K of annual savings through aligned outsourced vendors and in-house call center processes; and $260K of annual savings after
revamping and streamlining the creative testing protocol process
$5M of annual new business increase after leading the company’s Saturday DRTV testing
29% increase in the 2008 quote throughput through media buy optimization and operational refinements; consequently acquiring more than
16,500 incremental transactions
Generated approximately 49% of improved DRTV acquisition costs after identifying and recalibrating online response flow from DRTV
advertising initiatives.
Spearheaded 2008 media buy and creative optimization which led to 18% of YOY acquisition cost improvements.
Initiated the National Association for Stock Car Auto Racing (NASCAR) sponsorship activation and brand awareness testing targeting the
AARP market.
Achieved over $1M of resource utilization savings in the first year of operations after strategic alignment of operational staffing
capacity.
Earlier Career with Accomplishments
American International Group, Inc. (AIG) Wilmington, DE
Senior Manager, Marketing Division – AIG Marketing, Inc. Jan 2001–Jul 2005
Significantly increased the budget from $5M to $70M after overseeing direct response television (DRTV) and alternative media testing
campaigns.
Played a vital role as chief account manager for MBNA America, the company’s largest client in the division.
Developed and implemented the outbound Quote Follow-up campaign, which led to 16% increase in conversion.
Manager, Business Development – AIG Life Companies Apr 2000–Jan 2001
Established a reputation for continuously handling increasing responsibilities by earning fast-track promotion from business analyst to
manager role within six months.
Pioneered the creation and execution of an alternate market penetration strategy into an action plan.
Business Analyst – AIG Marketing, Inc. Oct 1999–Apr 2000
Designed a web-based reporting tool which substantially increased reporting accuracy and eliminated cycle time by approximately 50%.
GE Financial Assurance Trevose, PA
Account Executive, Credit Insurance Feb 1997–Sep 1999
Directed operational projects across multiple GE divisions, subsequently reducing process redundancies by 20%.
Utilized the “service team” approach companywide in building and cultivating client relationships; successfully improving response time
to client inquiry and resolution by 33%.
Education
Bachelor of Arts in Education Bucknell University, Lewisburg, PA
Relevant Coursework: Supervision of Personnel Selection and Development Instructional Design
Public Relations Chair, Sigma Chi Scholar-Athlete, Patriot League (Track and Field)
Professional Development
Leadership Development Program The Hartford’s College of Leadership
Six Sigma Black Belt GE Financial Assurance
Technical Acumen
Microsoft Office Suite (Excel, PowerPoint, and Word) Microsoft Access Microsoft Visio Microsoft Project
IBM Cognos Impromptu PowerPlay Analysis Software UQube Internet Applications
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