Marketing Sales

CURT POWELL

** *. ***** ** • Chicago, IL ***** • 312-***-**** • **@***************.*** • www.linkedin.com/in/curtpowell1

Director/Senior Director of Marketing

Accomplished leader with extensive B2B & B2C experience in marketing, customer relationship management [CRM] and P&L oversight to enable organizations, including start-ups and turn-arounds, to achieve their next level of financial and operational success. Sought out by senior leaders as a trusted advisor and strategist on optimizing customer acquisition and retention. Able to drive and execute a vision with cutting-edge solutions that produce tangible business value to diverse sectors, including healthcare, financial services, higher education, energy, high tech, insurance and non-profit organizations. Keen business acumen, superb problem-solving and executive communication skills supported by expertise in:

Demand Generation

Big Data

Predictive Analytics

Segmentation

Brand Equity

Market Expansion

Identity Content Marketing

Digital/Integrated Marketing Campaigns

Designed data-driven demand generation programs for healthcare company resulting in 69% ROI in 1st year

Doubled enrollments and enabled 20% positive net margin for college on the brink of failure

Led 5 SBU start-up teams in growing new retail and commercial energy businesses with combined net contribution margin exceeding 25%

EXPERIENCE

COLLEGE OF AMERICAN PATHOLOGISTS [CAP], Northfield, IL 2011 – 2015

(Non-profit healthcare company serving 18K board-certified pathologists and providing laboratory improvement services, including education, accreditation and proficiency testing, to 23K laboratories worldwide).

Senior Director, Strategic Marketing, Enterprise Solutions

Led efforts to develop new marketing capabilities/strategies for customer retention/acquisition across all revenue-producing product lines. Responsible for domestic/global Net Promoter Score research, brand equity and demand generation. Member of Marketing Sales Communications Advisory Group consisting of CAP Board and executive leadership. Subject matter expert in predictive analytics, CRM, customer loyalty and integrated marketing campaigns. Oversaw external suppliers for research, advertising, digital and telesales to optimize support for laboratory improvement and member-related services. Supervised Senior Manager, Strategic Marketing and reported to Chief Marketing and Communications Officer.

Generated ~10X more incremental business utilizing demand generation strategies over traditional catalog, email and collateral marketing, achieving a combined 1st year ROI of 69%.

Identified key loyalty drivers through Net Promoter Score research and led enterprise-wide team of 15 senior managers in prioritization/completion of 36 initiatives to improve the customer experience.

Requested by Corporate Executive Board [CEB] Marketing Leadership Council to present at the Thought Leader Summit for B2B Demand Generation on use of integrated marketing for customer retention.

MINDRAMP CONSULTING, Chicago, IL 2000 – 2011

(Boutique consulting firm specializing in the development of precision-targeted marketing strategies based on customer acquisition and retention analytics for B2B & B2C companies as well as non-profit organizations).

President and Senior Consultant

Developed cutting-edge analytic techniques for translating customer/prospect data into growth strategies for 36 B2B & B2C clients. Directed implementation of customer acquisition/retention programs based on predictive analytics for clients in the healthcare, insurance, higher education, financial services and association industries. Created “Voice of the Customer” strategies for big box retailers and major health insurance providers. Identified market expansion opportunities for pharmaceutical and medical providers. Authored data-driven acquisition and retention strategies for 15 of the top professional associations in the US. Managed team of 8 research, marketing and analytics consultants generating >30% ROI.

Conducted segmentation analysis profiling 250K existing members and 10M transactions of a leading HR association. Designed precision targeting criteria/messaging, increasing its member acquisition campaign results by a record 15% YOY.

Introduced direct sales of Medicare supplemental insurance for major provider with 2.4M customers, increasing sales by ~25% and reducing sales costs by 60%.

Profiled >5M customers/prospects for one of the top 5 US life insurance companies and created generation-specific marketing strategies for major direct marketing campaigns.

Developed new data modeling techniques to improve minority student enrollments and retention in technical and engineering studies at Oakland Community College, an institution with 46K students.

HAMILTON COLLEGE, Des Moines, IA 1998 – 2000

(Now Kaplan University, institution of higher learning offering diplomas/certificates/undergraduate and graduate degrees in business, IT, nursing, criminal justice, education and social/behavioral sciences).

Executive Director

Led program development, marketing and P&L operations of $3.5M for college. Conducted market analysis of employer needs; designed on-site and distance education delivery. Formed strategic alliances with IA Workforce Development Commission, Microsoft and Cisco Users Association. Managed 8 direct reports and total FTE of 53. Reported to Regional VP.

Developed strategy to turn around financially underperforming institution, including hiring a top-graded sales team, launching an innovative marketing/advertising campaign, introducing new programs, and relocating the campus, achieving the following results:

Increased enrollment by 120%;

Reduced training expenses by 15%/year;

Improved P&L from net operating loss to 21% positive ROI in <2 years.

PRIOR RELATED EXPERIENCE

MidAmerican Energy, Manager, Consumer and Business Markets

CDC/Quester Research, EVP, Sales and Marketing

Charter One Bank [formerly RCSB], SVP, Chief Marketing Officer

Citibank, VP, Product Marketing Product Manager, Pension Accounts

EDUCATION

MA, School of Speech Communications, Northwestern University, Evanston, IL

BA, English, Eastern Illinois University, Charleston, IL

PROFESSIONAL DEVELOPMENT/CERTIFICATIONS/AWARDS

Research Fellow, Societal Trends, Gallup International Institute

Certified Treasury, Leadership and Management Programs, Citicorp Western Hemisphere

Recipient of AMA, DMA, Telly and Houston Film Festival Marketing Excellence Awards

PROFESSIONAL AFFILIATION/COMMUNITY LEADERSHIP

Member, Executives Club of Chicago and Corporate Executive Board Marketing Leadership Council

Team Leader, JP MorganChase Corporate Challenge

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