Marketing Sales

Melanie Rudin

*** **** ****** ~ Union City, NJ **087

917-***-**** *******.*.*****@*****.***

Marketing Executive

Retail Marketing ~ Strategic Planning ~ Integrated Marketing ~ Tourism Development

Comprehensive experience in driving sales, developing marketing and new business strategies, including creative planning and team leadership in retail, luxury and tourism marketing.

Extensive background assessing consumer behavior and initiating and developing programs and strategies that strengthen revenue, brand recognition and loyalty.

Track record of bringing projects from conception to successful implementation with demonstrable ROI.

Leverage significant relationship-building skills to secure profitable clients and partners.

Sales Promotion Product Marketing Client Development

Proposal Development Project Management Contract Negotiations

Account Management Presentations/Training Budgeting/Expense Control

Experience

Tourneau LLC, New York, NY September 2007 – August 2015

Director, Marketing & Sales Promotion

Developed and implemented marketing and business opportunities which in 2014 generated over $40 million in gross revenue through marketing and strategic partnerships. Key accounts included major Fortune 500 companies such as JP Morgan, American Express, Visa, Union Pay International and HSBC.

Managed a staff of 4 in print production; performed as creative director, event planner, and marketing manager.

Created multi-channel promotions in conjunction with Swatch Group, Richemont, LVMH, and independent brands such as Patek Philippe and Rolex.

Directed programs for 32 retail locations across the US, identifying and implementing marketing opportunities. Collaborated with mall marketing directors as well as local CVBs, chambers of commerce and local hotel networks.

Launched and directed all tourism outreach in both foreign and domestic markets.

Defined, created and executed a program for outreach to foreign countries via credit card companies as well as through local resources (Conventions and Visitors Bureaus, Destination Management Organizations)

Created tour operator and guide network as well as concierge referral program nationwide.

Managed annual Lunar New Year, a 400+ person event which generated over $200,000 returns annually as well as developed mind share and loyalty in the extremely influential and affluent local communities. Gained 100% sponsorship from partners.

Oversaw 70+ events annually including brand promotions and customer recognition events.

Initiated relationships with American Express, JP Morgan, HSBC, Morgan Stanley, Smith Barney, and First Republic Bank for customer acquisition and sales programs targeting high net worth individuals (HNWI).

Established marketing strategy and criteria for direct mail and digital programs.

Coordinated customer profiling programs from American Express, TD Bank and Alliance Data and developed segmentation strategies for driving sales and customer acquisition.

Worked in tandem with internal CRM team as well as external database management provider.

Exceeded quarterly objectives consistently for eight years.

A wide range of successful projects and duties included:

Email & Direct Marketing Campaigns: Specialized in market segmentation and customer relationship triggers based on profile, lifecycle and purchasing patterns. Worked with store management to implement program initiatives and increase customer data capture at point of sale.

Social Media: Oversaw company’s social media program assets with outside agencies to implement Facebook, Twitter, Instagram and Pinterest programs, focused on driving increased engagement with brand channels.

Clefs d'Or and Luxury Hotel Concierge Outreach: Established partnership with Clefs d'Or International. Created a referral network of over 2000 luxury hotel concierges in the 10 top designated market areas (DMAs). Oversaw quarterly mailings, updates, catalogs and promotions. Maintained ongoing contact and held events regularly across the US, keeping Tourneau and its managers top-of-mind for these influencers.

Credit Card/Loyalty Programs: Created and implemented a proprietary credit card/loyalty program with GE and TD Bank, accounting for more than 10% of total company sales. Increased use of private label credit card (PLCC) by 175% in 18 months through multi-channel promotions, internal communications plan and in-store training. PLCC average order value (AOV) was 78% higher than average store transaction. Loyalty aspect drove 41% of customers to make a second purchase within six months of initial purchase.

International:

China: Created a program of communications, incentives and referrals to expand opportunities in the US and China through a network of tour agencies and guides. Traveled to China to develop and expand relationships with banks, outbound operators and Free Independent Traveler (FIT) service providers such as CTrip.

Japan: Created strategies for business development for this mature luxury market, establishing direct mail programs, partnerships and programs with tour operators Jalpak and JTB, as well as Japan Credit Bureau (JCB); partnered with Visa Japan.

Mexico: Collaborated with local shopping centers and Convention and Visitors Bureaus (CVBs) to leverage relationships in Mexico with travel professionals.

Brazil, Russia and India: Developed and implemented outreach strategies utilizing partnerships with Visa and American Express.

Kate’s Paperie, New York, NY May 1998 – August 2007

Marketing & eCommerce Director

Managed marketing, PR and eCommerce functions, including direct and email marketing campaigns, promotional materials, advertising and media relations. Oversaw wide variety of strategic planning and project management assignments, including inter-departmental and cross-functional teams.

Led eCommerce efforts, developing content and creating company's first website and doubling online sales for three consecutive years.

Created company’s first email database and developed email marketing campaigns.

Directed art and marketing collateral, overseeing catalog production and direct mail pieces.

Collaborated with writers and designers to create a fresh, consistent look for advertising and promotional materials.

Developed and cultivated PR and media contacts, which led to a major jump in editorial product placement and public awareness. Media partnerships included Martha Stewart Omnimedia, Oprah, and Real Simple.

Established company as the authority for weddings from DIY to bespoke/custom-made by managing public relations and establishing various events as well as a demonstration program.

Education

New York University, New York, NY

Digital Marketing and Digital Analytics Certifications, Expected 2016

Fashion Institute of Technology, New York, NY

Bachelor of Fine Arts in Illustration

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