RICHARD T. GIGNAC

**** ******** **** 224-***-****

Lake in the Hills, IL 60156 acxgp4@r.postjobfree.com

Linkedin.com/in/rickgignac

Integrated Marketing Professional, Brand Builder and Problem Solver driving growth across a range of products and services through analysis, innovation, testing and flawless execution. Aggressive yet pragmatic, and with a demonstrated ability to perform in high visibility, demanding roles:

Consistently outperform marketing plans, including record-setting performances in marketing and retention.

Never afraid to think outside the box to take on the big challenges where others have failed – or been afraid to try.

Highly effective while leading or being part of a team. Experienced in B2B and B2C. Very strong analytical, financial and strategic skills as well as account management experience. Expertise in utilizing email, content, social, online, direct mail, mobile, and TV, among other channels, to drive front end results and customer retention for a range of industry leaders (The Signature Group, AAA Chicago, Citigroup, Allstate, U.S. Cellular).

CAREER

BACKGROUND: GKIC, Chicago, IL 2013-2016

Membership Marketing Director

Responsible for strategy and implementation for all lead generation, member engagement, nurture and retention functions, including member experience and product mix. Developed and managed integrated marketing efforts via multiple channels, both on-line and traditional. Responsible for conversion and retention of leads and new members as well as upselling of members into higher level programs. Duties include campaign development and management, list management, segmentation, and program analytics. Led team of 2 associates. P&L Responsibility for all lead generation, member acquisition and retention activities.

Redesigned and rebuilt member acquisition program to increase conversion & retention by managing new member communications to maximize not only these metrics, but also cross-selling opportunities, from creative development through results analysis.

Developed 1st ever outbound, multi-channel marketing campaign at GKIC, generating a 6% increase in total membership, substantial sales leads and incremental revenue.

U.S. CELLULAR, Chicago, IL 2012-2013

Marketing Consultant

Responsible for driving subscriber upsells in various U.S. Cellular products and services. Efforts support dual goals of producing incremental direct revenue and increasing customer loyalty to U.S. Cellular brand by maximizing the functionality of their mobile devices. Utilize SMS, direct mail, email and other channels. Additionally responsible for providing direct response expertise and mentoring to direct response marketing team.

Generated $3.6 million in annualized savings to the company through aggressive marketing campaigns in support of device initiative to save company data network costs.

Worked to institute industry best practices for marketing at U.S. Cellular. This included evaluation of campaign ROI as part of cost/benefit analyses to determine suitability for marketing and other measures in the reporting, analytics and modeling arenas.

UNITED MARKETING GROUP, Schaumburg, IL 2006-2012

Marketing Director

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Responsible for member acquisition and retention via the Direct to Consumer Channel for United Marketing Group (UMG). Driver of all aspects of client business relationships from program setup and implementation through ongoing account management, product management, aggressive testing, legal compliance and financial analysis of programs. P&L Responsibility for the Direct to Consumer Channel. Manager of up to 2 employees.

Increased membership enroll volume on Direct to Consumer Programs from 10,000/month to 85,000/month in 9 months through execution and management of aggressive, compliant inbound and outbound marketing programs. Managed marketing budgets of $7.5 Million.

Developed UMG’s Hispanic Marketing Initiative, driving growth from zero to over 10,000 enrolls per month while generating unequalled Returns on Investment for the channel.

Led cross functional team responsible for reducing costs of customer fulfillment by 40% by changing up company membership fulfillment strategy to leverage technology and foster loyalty, increasing member life and generating cost savings of over $200,000 annually.

CAREER EDUCATION CORPORATION, Hoffman Estates, IL 2004-2006

Divisional Advertising Manager

Responsible for generating leads and building brands via digital marketing and traditional direct response marketing for private colleges in the United States and London, England. Managed external vendors and internal resources. Responsible for design, implementation and analytics of marketing efforts for 10 schools to generate leads to become students.

Managed marketing budgets of $23.4 Million annually. Achieved 112% of budgeted lead flow despite marketing budget being reduced by 7% due to school budget cuts. Accomplished by strategically reallocating dollars to more profitable programs and marketing channels.

Achieved 18% improvement vs. budget in marketing efficiency (cost per lead) through leadership of extensive testing efforts across multiple marketing channels to both increase response rates and lower costs.

AAA CHICAGO MOTOR CLUB, Aurora, IL 2002-2004

Marketing Director

Responsible for all membership acquisition, branding, loyalty and retention efforts for AAA Chicago. This includes strategic direction and analysis as well as all aspects of program design, implementation and back-end analysis. Managed a staff of seven marketers and participated as a member of the AAA Chicago Executive Leadership Team.

P&L Responsibility for all AAA Chicago marketing efforts. Responsible for marketing budgets of $4.1 Million annually. Total marketing expenses brought in 10% under budget despite achieving marketing goals.

Achieved highest growth rate and greatest increase in member retention rate among 84 regional AAA Clubs. Produced 2 top membership production years in AAA Chicago history by producing 268,000 new memberships over 2 years (2002-2003). Overall member retention rate 86% over that period.

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Developed and implemented intensive testing efforts that increased response rates 38% over 18 months, while decreasing production costs 15% over the same period. Focuses of improvement were in targeting/scoring as well as creative and presentation.

CITIGROUP, Deerfield, IL 2001-2002

Product Manager, Citi Commerce Solutions Division

Responsible for all consumer clubs, credit insurance and syndicated products offered via direct response to forty–four Citi Commerce Solutions (CCS) private label credit card files.

ALLSTATE LIFE INSURANCE COMPANY, Northbrook, IL 1998-2001

Product & Financial Manager, Direct Response Division

Responsible for development and management of insurance products for new and existing clients. This included leadership of Product Development Team and client liaison functions. Other responsibilities included coordination of multiple efforts to support marketing initiatives and maximize business profitability. Manager of one employee.

THE SIGNATURE GROUP, Schaumburg, IL 1987-1998

Marketing Manager

Responsible for marketing and service functions related to consumer clubs, insurance products and credit card services for several corporate accounts. Managed all aspects of direct marketing efforts including segmentation, solicitation, fulfillment and analytics to maximize short and long term profitability.

AWARDS AND Partnership Award, Allstate

RECOGNITION: Membership Achievement Award – Membership Growth: AAA Chicago

Membership Achievement Award – Membership Retention: AAA Chicago

Marketing Award in Recognition of Quality – Winner of 3: AAA Chicago

EDUCATION: BS Degree: Marketing

Roosevelt University, Chicago, IL

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