Marketing Sales

Liz Gravitz

**** **** ****** *****, ******, TX **063 • 214-***-**** • ********@***.***

Multi-Channel Marketing and Communications

Mass, Digital & Direct Response Marketing • Consumer & B2B Advertising • Website Redesign

Loyalty/Incentive Programs • Budget Management • Agency Management

Analytics- and operations-driven marketing professional with a solid record of generating sales and revenue in far-ranging fields (optical; nonprofit; technology; utilities; CPG). Proven results across a breadth of vehicles including mass media, digital, direct mail, events and collateral. Able to create, execute and optimize 360 marketing campaigns through consumer insights, cross-functional synthesis, consensus-building.

Areas of Expertise

•P&L Accountability

•Sales Strategy Development

•Brand Management

•Advertising

•Incentive Development

•Market Segmentation

•Direct Marketing

•Product Launch

•Pricing & Promotion

•Sales Training

•Collateral Design

•Market Research

•Agency Management

•Web Development

•Call Center Management

Professional Experience

SUSAN G. KOMEN® – Dallas, TX 2009-2016

Headquartered in Dallas, Susan G. Komen funds more breast cancer research than any other nonprofit, and supports community education and treatment programs through its network of 100+ Affiliates.

Direct Marketing Manager, Revenue Department

Generate revenue across mass individual fundraising programs including peer-to-peer platforms and direct mail. Expand individual fundraising through new digital channels.

Selected accomplishments:

•Reversed downward trend in national 6,000-member personal fundraising platform by re-vamping website, call center and fulfillment processes, and marketing collateral. Enhanced acquisition and retention initiatives. Maintained 8:1 ROI for 4 consecutive years.

•Helped stabilize and grow Direct Mail program following 30% file erosion. Helped build business case for reinvestment in acquisition mailings; developed new internal/agency processes for strategy, development and analysis; led 20 retention/6 acquisition campaigns.

•Led organization into new digital fundraising channels including website redesign, eCommerce management and CRO, SEM, display, paid and free social media, email marketing and eappends. Launched integration with network of 100+ Affiliates. Grew digital revenue +17%.

•Solely responsible for direct marketing integration with IT, partner marketing, affiliate network, brand marketing, finance and legal departments. Manage marketing agencies.

•Manage $11M annual department budget; met expense-reduction goals while exceeding gross revenue goals for 2 consecutive years.

KERNEL MARKETING – Dallas, TX 2005-2009

Independent marketing consultancy; clients included Rapp Collins, an international direct marketing agency; Essilor Laboratories of America, the world’s largest prescription lens manufacturer; Reading & Radio Resources, a local nonprofit providing mass and custom-designed broadcast services for the reading impaired.

Selected accomplishments:

•Re-vamped nationwide incentive program with 5,000 independent optometrist members. Re-formulated business rules, redesigned website. High-value customer participation grew from 21% to 34%; non-glare treatment orders among members grew 9% more than nonmembers.

•Reintroduced Growth Financing Program to provide independent optometrists with practice financing and lab credits in exchange for meeting performance goals. Created new business rules by negotiating with ELOA Finance and Sales, and GE Capital. Participants’ revenue contribution grew 39%, and the program posted 10:1 ROI.

•Led cross-functional team of Pricing, IT and Sales to launch bundled-product program, optimize upsell program and relaunch volume discount program. Produced and delivered sales operations training webinars and presentations for 115 new and seasoned field sales professionals.

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THE POINT GROUP – Dallas, TX 2004-2005

Privately-held, local marketing communications agency with $5M in annual billings.

Vice President, Group Account Director

Led the TXU Energy account, which represented one-third of agency billings. Oversaw 8-person team in creating and managing direct mail campaigns, sales collateral, and website design for Movers Group, NTX Consumers, SMB and LCI.

Selected accomplishments:

•Grew account billings +120% in 10 months through incremental assignments within TXU Energy.

•Led Realtor-targeted multichannel program that included tradeshows, direct mail, brokerage events.

•Coordinated re-design of multi-family customer website including UAT, IT/call center liaising.

McCANN-ERICKSON – Dallas, TX 2000-2004

Local branch of global advertising agency, part of the IPG/True North holding company. Merged with Temerlin McClain and became TM advertising.

Vice President, Account Director

Ran Texas Instruments DLP™ account, adding TI’s Semiconductor responsibilities within 6 months. Led strategy and daily operations of 11-person team managing high-volume print production and media placement, OEM co-marketing, new product launches and C-level CRM. Assisted with new business acquisition and transition.

Selected accomplishments:

•Oversaw OEM co-marketing initiatives.

•Co-ordinated IPG-network team to win $1 million assignment for first-ever DLP Cinema™ movie trailer.

•Developed creative strategy and oversaw development/production of two TV :30s with no overages; campaign won Silver and Bronze TOPS awards and Gold and Silver ADDY awards.

•Generated more than $1 million in new business revenue in commercial real estate category.

Other positions: Ogilvy & Mather/GTE Telecommunications Account Supervisor; Freddie Mac REO – Marketing Manager; Publicis Advertising/Block Drug Company; McCann-Erickson/Unilever – Account Executive; BBDO – Account Executive/Unilever

Education

Bachelor of Arts in Communications University of Michigan, Ann Arbor

Program Certificate in Financial Planning University of North Texas

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