Sales Marketing

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TRACY M. DAVIDSON

www.tracydavidson.work • Middletown, New Jersey 07748 • 848-***-**** • *******@*************.**** Strategic Marketing / Brand & Product Management / Business Growth Results-driven leader with a proven track record of translating business objectives into powerful marketing programs that achieve both short term (sales/market share) and long-term (brand health/customer loyalty) goals. Expertise in building programs designed to engage customers, inspire purchase, and create loyal and motivated advocates.

§ Executed paid amplification marketing program resulting in 18% increase in membership acquisition.

§ Created highly targeted emails to segments of subscriber list achieving 9% increase in equity loans.

§ Drove implementation of new global advertising strategy producing incremental sales growth of 6%. MARKETING IMPACT & RESULTS

Hearst Magazines, New York, New York 4/2015 – 10/2016 Membership Director, O’s Circle of Friends &

Associate Consumer Marketing Director, O, The Oprah Magazine Managed new consumer revenue concept O’s Circle of Friends a membership program that drove engagement and loyalty to O, The Oprah Magazine brand while simultaneously developing and implementing the overall strategy for increasing the circulation of the magazine through various channels including digital, direct mail, print advertising, strategic partnerships, and promotions. Membership Director, O’s Circle of Friends

§ Digital/Social Media Marketing:

ü Increased website conversion by 32% with new responsive design approach to provide optimal viewing and introduced paid amplification into the marketing channel mix. ü Leveraged social targeting to drive acquisition, brand awareness and overall social presence; acquired 26k total subscribers, up from 3k.

§ Partnership Development: established new affiliate partnerships resulting in $200k additional revenue.

§ Marketing Improvement: introduced new pricing model increasing new member acquisition by 25%.

§ Retention: crushed retention goal by 18% with enhanced offerings, new benefits, and the development of a customer “save” and communication program.

§ Strategic focus: refined ongoing member acquisition/retention and product/benefit development. Associate Consumer Marketing Director, O, The Oprah Magazine

§ Shopper Marketing: created partnership with Weight Watchers to combine magazine sales (buy one get one for free) to maintain distribution in Costco; resulted in 12% sales growth in that retailer.

§ Consumer Marketing: executed impactful marketing initiatives that drove consumer engagement and maximized revenue for the magazine.

§ Marketing Promotions: develop, plan, budget and oversee various efforts to increase subscription base including innovation promotions, contests, and giveaways including the introduction of the first ever instant win for Oprah’s Favorite Things contest resulting in a record 250,000 subscribers. NetJets Inc., a Berkshire Hathaway Company, New York, New York 10/2011 – 10/2014 Director, Global Marketing Operations (2013 – 2014) Promoted to lead new global creative team comprised of eight designers and copywriters. Responsible for driving creative strategy, branding/creative development, stakeholder management, agency and creative partner management, production, budget management and the integrated go to market process across multiple projects and campaigns. Charged with ensuring correct optimization of $14MM budget.

§ Team Leadership: created top performing global creative team with a 100% record of meeting deadlines. Built positive, creative, and collaborative work environment.

§ Creative Development: translated the NetJets brand into best-in-class creative that mirrored creative and brand standards across all mediums including internal/external communications, advertising, sales collateral, events, marketing, digital, corporate signage, etc.

§ Brand Evolution: globalized the brand with an overhaul/redesign of the company logo, media campaigns, stationary, signage, sales collateral, sales kits, and welcome kits.

§ Project Management: led several corporate-wide projects including the launch of NetJets in China, naming of new cutting edge aircraft – Signature Series, development of a new global magazine, first- ever loyalty program, new global magazine, and the NetJets’ 50th anniversary campaign. Marketing Impact & Results continued...

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§ Brand Management: developed global brand guidelines which included optimal positioning, functional equities, company mission, value proposition, brand behaviors, marketing mix translation, voice of the company, and design standards for each consumer touch point.

§ Collaboration: partnered with sales to develop the go-to-marketing strategy for initiatives and new product launches.

§ Creative Direction: oversaw the design/messaging and provided guidance throughout projects while maintaining the highest creative standards and remaining aware of project goals, milestones and budget.

§ Agency Management: worked with external creative agencies through project planning, meetings, reviews, scheduling, and budget.

Director, Prospect Communications (2011 – 2013)

Key member of NetJets’ strategic management team overseeing $8M budget while executing the strategy and creative development for print and digital advertising, direct mail, email, events, sales collateral, product launches, and new business partnerships. Managed lead generation, direct marketing and sales support activities.

§ Direct Marketing: drove the development and implementation of the company’s most successful targeted direct marketing campaign resulting in record 17% increase in sales leads.

§ Cost Management: leveraged strengths in cost-effective marketing management and vendor negotiations to reduce budgeted expenses by $350k (without compromising business growth goals).

§ Team Leadership: Managed two Art Directors and a Marketing Manager who supported the creative development, production, and inventory management of marketing and sales material.

§ Sales Support: streamlined the sales presentation process through the creation of a product database providing the sales team with immediate access to product progress, features and pricing information. American Express Company, New York, New York 1/2008 – 5/2011 Marketing Manager, Card Services

Managed subscription based travel insurance products throughout the product lifecycle including marketing, portfolio strategy, financials, P&L management, vendor management, and customer experience. Oversaw $17M marketing budget resulting in $120M revenue by overseeing 36 marketing campaigns through direct mail, email, online, and telemarketing.

§ Marketing Campaigns:

ü Strengthened historical acquisition response rates from .20% to .35% with new direct mail creative.

ü Launched trigger-based email campaign resulting in an open rate lift of 19% and click-thru lift of 7.5%, and 16% lift in conversions.

§ Innovation: decreased attrition by 23% and added incremental revenue of $1.2MM through development of product specific retention training and incentive program.

§ People Management: supervised marketing analyst in conducting research and analytics projects as well as mentorship to assist in successfully achieving key performance indicators.

§ Analytics: spearheaded the development of department-wide marketing dashboard to track KPIs and efficiencies resulting in 15% reduction in marketing spend.

§ Project Management: execution of acquisition and customer engagement initiatives from idea through launch, while setting and continuously managing the right expectations with all relevant stakeholders ADDITIONAL MARKETING IMPACT & RESULTS

Marketing Specialist, JP Morgan Chase 5/2007 – 1/2008 Drove sales collateral usage by 12% increase through the design and implementation of strategic customer focused promotional materials on Chase Intranet site. Marketing Manager Institutional Marketing, MetLife 11/2003 – 5/2007 Launched direct mail campaign to attract high-value homeowners, driving 7% increase in high-value policies. EDUCATION & TRAINING

Master of Business Administration in Global Business 2003 Johnson & Wales University, Providence, RI

Bachelor of Science in Marketing 2002

Johnson & Wales University, Providence, RI

Computer & Database Skills: Microsoft Word, Excel, PowerPoint, Access, Visio, Outlook, Adobe Creative Suite, ARIBA, Aprimo, Salesforce, and Omniture.

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