Marketing Manager

BENJAMIN A (BART) ELKIN

***** ***** *** *** **** Raton, FL 33428

561-***-**** (mobile) ****-*****@*****.***

SELECTED EXPERIENCE

TRACFONE, INC Medley, FL

Manager Business Analytics 2011-current

Organized analysis and worked with Director of Communications to craft customer segmentation and messaging strategy for 7 individual brands and Value Added Services for customer base of over 25 MM, annual revenue over $6 B.

Administered and extensively modified UNICA integrated marketing/communications platform. Introduced automation to daily processes. Evaluated effectiveness of operational and communications design processes. Created and adjusted database schema and stored procedures as needed.

Hired, mentored, coached, managed and trained team of Business and Reporting Analysts. Tutored new hires in SQL programming and proprietary database designs.

Presented ad-hoc and standardized analysis utilizing Oracle, SQL Server, and db2 databases. Solicited business requirements for reporting and analysis from multiple stakeholders including Communications, Customer Retention Executives, and Brand owners. Created dashboards and communications benchmark reports with Access, Cognos, and Excel that evaluated effectiveness of implementation and design of marketing campaigns and programs.

Post-campaign Market Analyst 2008-2011

Contributed to strategic direction for Customer Retention policies and tactical specifics for individual campaigns, concentrating on churn reduction and revenue generation. Multiple channel environment including email, direct mail, SMS, voice messaging, social media, and other channels.

Decisively influenced strategic direction and tactical improvements for both existing and future campaigns, successfully establishing more efficient targeted marketing strategies for specific segmentation within individual brands. Largely eliminated "Blast" approaches in favor of structured segmentation strategies.

Created VBA interface in Access for Oracle database to be used by nontechnical communications production team.

Regularly presented findings to monthly meetings of departmental executives and brand managers as well as on an ad-hoc basis.

LIFE EXTENSION FOUNDATION Fort Lauderdale, FL

Manager Market Research 2007

Performed SQL queries from SQL Server 2005 database for list pulls and campaign analysis within a multi channel environment including catalogs, magazines, direct mail, and email. Analyzed campaigns’ success rates as well as response rates for differing segments of 1.1 MM customer database.

Identified 2 year savings of $1.7 MM by eliminating 300K customers from direct marketing efforts with zero revenue loss.

Identified 70% of magazine subscribers in database as actually being expired subscribers and not entitled to having subscriptions continue.

Wrote ad hoc queries on system SQL Server database when required for Business Intelligence analysis and reports.

CRESCENT ELECTRIC SUPPLY CO. E. Dubuque, IL

Manager Market Analysis & Information Systems 2004-2006

Functioned as single point of all survey design, implementation, reporting, and analysis. Provided strategic input to loyalty programs. Managed the development, implementation and maintenance of marketing databases and communications, direct mail processes, selection of marketing targets, and data warehousing in a business to business environment for this $880+ MM wholesale electric supply company. Responsible for marketing department campaign analysis, new campaign strategy, and reporting of marketing initiatives.

Performed primary and secondary research aimed at discovering customers' desires, motivations, and opinions regarding electrical products. Participated and reported on findings from focus groups. Managed list and vendor relationships for direct marketing, primary research, and secondary research support.

Produced reports geo-mapping sales and customer data for in field sales managers, including prospects and competitive

Developed and migrated sales & customer databases utilizing ETL techniques from mainframe to SQL Server data warehouse for immediate queries. Reduced turnaround time from 9 hours to 10 minutes. Produced reports for internal customers.

Identified and implemented new target markets for direct mail marketing from analysis of customer database, mailing lists, and purchased prospect lists. Coordinated multiple channels including direct mailings, emailing, and telemarketing into single campaigns.

Utilized OLAP cube processing and data mining techniques to discover sales patterns which were predictive of losing existing customers.

Developed recommendations for formulas used in biennial, year-long “Catch the Current” campaign. Directly lead to immediate $1.5 MM savings in reduced expenses in an $8 MM campaign that lead to $100MM in incremental sales.

Developed, maintained and strengthened relationships with key marketing vendors including print shops, mailing and email list vendors, and advertising agencies.

Acted as primary liaison between marketing analysis and VP and C level executives.

MIND MATTERS, INC. Iowa City, IA

Marketing Director 1996- 2003

Envisioned, designed, created, financed, and implemented marketing strategy and plans for chain of specialty educational toy stores in Eastern Iowa and Illinois. At peak chain included 5 stores and grossed $1.5 MM annually.

Conceptualized, designed, and implemented integrated marketing strategy & promotional plans. Performed copywriting, graphic design and layout for marketing collateral. Created store designs, web site design, advertising in newspapers and billboards, internal business forms and instructional information in unified, cohesive, brand-like pattern. Established unique market position for educational toys.

Performed extensive business intelligence analysis for retail sales operations designed to identify trends and determine most suitable order quantities.

Responsible for budgeting and other longer term financial planning initiatives. Allocated financial resources to purchasing in order to maximize effectiveness of inventory in a highly seasonal industry.

THIRD COAST, INC. Iowa City, IA

Marketing Manager 1984- 1996

Responsible for entire gamut of financial reporting and bookkeeping. Presented business plans to bankers for growth, change, and investment. Prepared tax documentation, payroll, and accounts payable.

Organized and participated in buying trips to Guatemala, Thailand, and Nepal for purpose of importing clothing, accessories, and jewelry. Included custom manufacture, export at point of origin, transport, and import paperwork. Lead buying trips to clothes and accessories conventions in New York, Chicago, Las Vegas, and San Francisco.

Designed advertising campaigns executed in local newspapers and radio.

ADDITIONAL INFORMATION

Member, General Electric Manufacturers Advisory Committee, 2004-2006

Black Belt, First Dan, Jung’s Tae Kwon Do (U of Iowa branch). Led classes, instructed lower ranks.

Software expertise includes:

SQL Server 2000/2005, Visual Basic, Business Map, MS Office (Excel, Word, PowerPoint, Visio, Access), Oracle 11g, PL/SQL, db2, Google Analytics, TreeView, MS MapPoint, MS SQL Reporting Services, .NET, Unix, Linux, RetailPro, WebTrends, Dreamweaver, Photoshop, Illustrator, ArcVIEW, SPSS, C++, ASP .NET, MS Project, Cognos.

EDUCATION

HENRY B. TIPPIE SCHOOL OF MANAGEMENT, UNIVERSITY OF IOWA Iowa City, IA

Master of Business Administration, Marketing & Strategic Management

UNIVERSITY OF IOWA Iowa City, IA

Graduate College, Computer Science, 21 hours

College of Liberal Arts, Computer Science, 25 hours

COLGATE UNIVERSITY Hamilton,NY

Bachelor of Arts, Philosophy and History

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