ROBERT MANNING

Miami, FL • 404-***-**** • ad1knz@r.postjobfree.com • www.linkedin.com/in/arobertmanning

SUMMARY

Experienced bilingual (English/Spanish) marketing professional skilled in standard and digital marketing, possessing a creative approach to branding and engagement. Broad expertise in managing and briefing media, creative and digital agencies along with presenting and evaluating earned and paid media campaigns, ensuring they are delivered on brief and within budget. With a diverse industry background, I’m well versed in strategy development and project management, marketing research planning and marketing analysis tools.

SKILLS + EXPERTISE

Experience with campaign tools such as: Salesforce, Unica Campaign Management, Siebel, and other CRM systems

Proficient in database software: Business Objects, Cognos and Brio/Hyperion

Fluent in spoken and written Spanish

EXPERIENCE

STATE FARM INSURANCE INC Atlanta, GA Jul 2016 – Present

State Farm is a group of insurance and financial services companies

Marketing Strategist

Reporting to the Senior Marketing Manager, responsible for the creating and execution of annual marketing strategies for our insurance and financial services portfolio targeted to the general market and diverse markets to reach yearly revenue forecasts.

Responsible for the identification and development of insurance and financial services and product strategies

Ability to identify target customers and their current and future needs as well as emerging opportunities aligned to business objectives

Experience in the use of digital analytics and an interpretation of internal and external market data, economic indicators and competitor trends to evaluate the market situation and make strategies adjustments as needed marketing and sales strategy, serve as customer product offering subject matter expert, and work on the identification, alignment, and integration of multi-line product, customer, channel, and geographic insights

CATERPILLAR INC Miami, FL Nov 2014 – Dec 2015

Manufacturer of construction and mining equipment, engines, industrial gas turbines, and a wide offering of related services

E-Commerce Manager – Americas Distribution Services (Contractor)

Reported to the Senior Performance Manager, with responsibility for rolling out a new online ordering platform for Caterpillar Dealers resulting in $800M revenue (20% increase from FY13) and 8K users (15% increase from FY13) throughout North and South America. Role also includes creating and implementing marketing plans through the Dealer network.

Developed and implemented comprehensive Marketing Kits containing traditional and digital marketing tools to be used by all Dealers to market the usage of the new online application

Worked with dealer in the North and the South to make sure that SEO tactics were implemented and tracked in order to acquire new customers

Managed advertising agency relations so that the marketing materials messaging was in line with Caterpillar corporate strategies

Responsible for implementing and measuring social media initiatives such as LinkedIn and Facebook, among others

CISCO SYSTEMS Miami, FL Feb 2013 – Sep 2014

Designs, manufactures, and sells networking equipment focused on the emerging Internet of Everything (IoE) market opportunity

Marketing Manager, Contractor (Latin America – Networking & Services)

Reported to the Director, Latin American Marketing, accountable for implementing marketing programs and initiatives throughout the region.

Developed and expanded the marketing initiatives resulting in an incremental revenue of 15% to the sales goal for the entire Latin American Region

Defined cohesive cross-segment marketing strategies for all markets to ensure alignment and set priorities for segment sales leaders and corporate including goals with recommended tactics and metrics for partner execution

Drove development of strategic partner marketing plans including goals, strategies, deliverables, timelines and budget requirements

Implemented “best of class” practices in the social media channels as well as in digital marketing tactics including SEO and the introduction of Google Analytics to track and measure results

SYSTEMAX TECHNOLOGY GROUP Miami, FL Apr 2011 – Feb 2013

Leading retailer of brand name and private label products, including personal computers, notebook computers, consumer electronics, computer-related accessories, technology supplies and industrial products

Online Brand Manager, Contractor

Reported to the Vice President, e-commerce and managed two programmers and two graphic designers

Increased online sales YOY by 25% for the main electronics website, tigerdirect.com

Planned, managed and optimised email marketing programs by developing actionable metrics for constant improvement and to drive email acquisition and revenue

Developed a loyalty and retention program through social media and frequent shopper programs resulting in $1M incremental revenue

Developed and implemented the social media strategies in order to increase awareness and sales

Worked closely with agencies to develop SEO strategies and metrics

ROYAL CARIBBEAN CRUISES LTD Miami FL Feb 2008 – Mar 2011

The world's second largest cruise line operator that owns five cruise lines: Royal Caribbean International, Celebrity Cruises, Pullantur Cruises, Azamara Club Cruises and CDF Croisières de France

Marketing Communications Manager / CELEBRITY CRUISES – Luxury Market (Apr 2010 – Mar 2011)

Reported to the Senior Director of Marketing, responsible for the planning, development, prioritisation and execution of marketing strategies that aligned with brand objectives

Redesigned the marketing communication process with internal groups including Sales, Revenue Management, Legal, Hotel Operations, and the overall Marketing team, achieving a 30% increase in qualified leads, ending with a 18% incremental revenue to the sales goal

Led the development of annual marketing plans to ensure that key business objectives were met through standard and digital marketing channels

Product Marketing Management: Created and developed marketing annual budgets as well as annual marketing plans/initiatives (digital and traditional marketing) including: advertising, promotions, public relation events, trade shows, direct marketing campaigns, print and media communications, sales collateral and training

Senior Business Analyst / ROYAL CARIBBEAN CRUISES – Family market (Feb 2008 – Mar 2010)

Worked directly with the Vice President, Revenue Management and responsible for achieving company sales goals through the development of strategies with the Sales and Marketing organisations.

Developed an analysis process for all marketing and sales promotional programs in order to calculate the ROI (Return On Investment)

Identified key products for Sales & Marketing focus and support and developed an automated report for the travel agent network

AT&T CORPORATION Atlanta, GA Oct 2001 – Dec 2007

Second largest provider of mobile telephone and the largest provider of land lines in the United States, and also provides broadband subscription television services

Senior Marketing Manager: AT&T Mobility (Apr 2006 - Dec 2007)

Reported to the Director of Marketing, worked on various analyses to ensure that a 15% incremental revenue was achieved.

Created a process for the development and analysis of strategic marketing initiatives that increased profitability and revenue growth

Led cross-functional team to develop sound historical profit & loss statements by line of business (product) that was utilized to set future strategic revenue objectives and profitability by segment

Directed analytical efforts and provided guidance to integrate new strategies and methodologies into various markets

Senior Marketing Manager: AT&T Small Business (Mar 2003 - Mar 2006)

Reported to the Senior Director of Marketing. Responsible for the analysis of sales and market results. Established a strategic planning process to meet sales and revenue growth of $50M (2005)

Performed profitability analysis on promotions and marketing initiatives and recommended which initiatives should be repeated

Served as Team Lead between the IT contractor and corporate groups such as Finance, Marketing, Sales and Pricing for database management projects

Product Marketing Manager: AT&T Yellow Pages (Oct 2001 - Feb 2003)

Reported to the Director of Marketing. Responsible for building brand equity and achieving share and profit goals for Guia Export of $2.5M (2003).

Created & implemented strategic marketing plans, new & existing brand growth strategies and media and promotion plans

Responsible for the fact gathering process used for concept development, product definition, product design, and market launch planning.

EDUCATION

Saint Thomas University Miami, FL

MBA

Jacksonville State University Jacksonville, AL

BSc Business Administration

INTERESTS

Community involvement (Habitat for Humanity, AID Atlanta), traveling, photography, everything outdoors (biking, hiking), doing sports, reading, and art and culture, foreign films.

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