Sales Marketing

SUMMARY

Brand and product marketing professional specializing in developing and executing strategic and tactically integrated sales and marketing campaigns using acquisition, activation and retention marketing strategies to drive awareness, revenue and share growth. Local, regional and national-level data-driven plans supported by cross-functional and cross-departmental collaboration use a variety of analytics-based digital and traditional marketing components and complemented by the additional capacities of:

Research, data-synthesis, market analysis and segmentation skills to drive market growth.

Strategic planning leadership through engagement with stakeholders, peers and team members.

Business roles cover KPI development, P&L, forecasting, market definition, mentoring and budgeting.

Expert analysis simplifies complex concepts and strategies into actionable plans.

Supplemental experience leading and developing teams toward orchestrated execution of integrated B2C, B2B and B2B2C initiatives aligning customer, partner and stakeholder needs with customer-value-themed solutions. Background covers agency and client-side work with non-profits, start-ups and Fortune 500 companies in the Lubricants, Automotive, IT, Hospitality and Retail sectors.

PROFESSIONAL EXPERIENCE

Associations International / Quest User Group, Lexington, KY 2013 – 2016

Senior Director of Marketing and Operations

Directed Oracle’s JD Edwards and PeopleSoft User Group marketing and communication growth campaigns. Integrated campaigns identified customer needs and presented value-based solutions with multiple, customer-preferred access points. Promoted to Senior Director, member of executive team and manager of six; position required installing SalesForce, redesigning website, revising tracking-KPIs and metric implementation; as well as, collaborating with Board of Directors, key customers and multiple partners.

Directed strategic communications change into “customer benefit” format to focus on delivering solutions that meet customer needs. Integrated primary message into all communications (email, web, social, etc.) and event POS materials. Process increased engagement and membership revenue by 9.8% over PY.

Initiated new process to pair customer profiles with survey responses and align all solution messaging by segmented “unified customer title”. New process drove development of leading/lagging KPI indicators and realigned event content to areas of customer need. Process increased event Sat. Score 14bp over PY.

Elevated practice to use a forward-leaning integrated communications strategy to boost conference attendance. Plan used customer analytics to tailor integrated communications – social, AdWords, SEO, PR, etc. – toward specific audience segments. New practice aided in attendance growth of 11% vs. PY.

Valvoline / Ashland Consumer Markets, Lexington, KY 2006 – 2012

Director of Marketing / Senior Brand Manager

Drove growth initiatives for 14,000 US and Canadian oil change retailers through B2B, B2C and B2B2C channels; as well as, maintained strong cross-departmental collaboration with sales teams and business unit leads. Competencies include research leadership, customer insight identification, strategy design and program execution; combined with, budgeting, data management and supplier negotiations. Business plans based on implementation of value-themed acquisition, up-sell and retention strategies.

Identified under-developed retail opportunities through in-depth sales analysis. Directed execution of integrated marketing campaign with targeted product messages and supported with in-store POS materials. Campaign increased store visits 3%, improved sales by $250K and reduced attrition rates.

Developed process to track and measure promotion performance. Vetted process through key stakeholders and sales teams. Result provided a simple, validated, illustration of communication opportunities. New process generated $800K+ in GP and improved retention rates by 5%.

PROFESSIONAL EXPERIENCE

Valvoline / Ashland Consumer Markets (Continued) 2006 – 2012

Directed trade-show activation strategy transformation. New approach incorporated customer behavioral attributes, sales training and reporting. System segmented leads for relevant messaging, introduced back-end performance metrics to deliver 400% more customer leads over prior year.

Oversaw establishment of unified customer list. Consolidation process uncovered new channel purchase behavior patterns and customer segmentation insights. Application of research enabled new “activation promotions” and generated sales opportunities representing $2MM in additional gross profit.

Directed upgrade and redesign of B2B website to align with customer “needs” and “wants”. Initiated data segmentation process, aligned creative and coordinated with merchandising teams to deliver brand-messaged web and POS materials. Campaign increased web use and awareness by 200%.

Initiated Consumer research and applied results to brand messaging for new celebrity-themed multi-media campaign that also incorporated rigorous performance metrics. Campaign increased visits by 3+ customers per day and delivered an ROI of 230%.

GFM Marketing, Houston, TX 2005 – 2006

Independent Marketing & Advertising Consultant

Entrepreneurial enterprise working with Penske Automotive Group; managed agency relationships, and, developed strategic campaigns generating increased sales, market share and incremental revenue.

Analyzed market data to develop campaign for Penske dealerships. Plan used identified consumer purchase behavior insights as basis for integrated marketing and PR activities promoting competitive advantages. Campaign increased traffic 58%, vehicle sales 14% and market share by 2.1%.

Negotiated with media partners to reduce marketing costs by $500,000: $250,000 by renegotiating agency advertising contract, and, $250,000 by revising short-rate agreement with regional newspaper.

AutoNation, Houston, TX 2002 - 2005

Director of Marketing

Developed, managed and launched all-new “Champion” brand for 25 disparate dealerships. Managed $24MM advertising budget; integrated brand message throughout all media channels, coordinated public relations, member of District management team, initiated performance metrics to track campaign results.

Identified new Hispanic sales opportunity by conducting behavioral sales trend and market analysis. Targeted segment using local Cinco de Mayo festival. Bilingual and integrated marketing and PR campaign promoted Champion brand. Campaign delivered 2:1 ROI and 90bp market share growth.

Career Progression 1987 - 2002

Rapp Collins Worldwide, Dallas, Texas (2000 – 2002)

Temerlin McClain, Dallas, Texas (1999 – 2000)

D'Arcy Masius Benton & Bowles, Detroit, Michigan (1996 – 1999)

J. Walter Thompson, Detroit, Michigan (1994 - 1996)

Carlson Marketing Group, Detroit, Michigan (1991 - 1994)

Ross Roy Communications, Detroit, Michigan (1987 - 1991)

EDUCATION

BA, English, University of Michigan, Ann Arbor, Michigan

BA, Communication, University of Michigan, Ann Arbor, Michigan

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