Sales Manager

JoAnna DeGennaro

** ******** ****

Kings Park, NY 11754

******.*********@*****.***

631-***-**** (H) or 516-***-**** (M)

PROFILE

Direct marketing professional with strong results driven experience in offline media, specializing in insert and print media. Proven track record of performance and increasing responsibilities.

Excellent analytical skills with ability to devise effective media strategies and negotiate pricing. Demonstrated judgment and decision-making abilities.

Skilled in resolving problems with diplomacy and tact. Able to develop strategies to effectively deal with issues as they arise, saving both time and expense.

EXPERIENCE

INTERNATIONAL MASTERS PUBLISHERS May 2010 - November 2011

Sr. Manager, Insert Media

Managed insert/alternative media planning for a variety of IMP continuity offers. Created budgets, analyzed results and designed/executed effective media plans for products being promoted in each quarterly campaign season. Through the strategic use of package insert and print media vehicles, successfully expanded the channel to increase starters in the 2011 fiscal year by over 25% from fiscal 2010. Provided recommendations which resulted in the rollout of a more cost effective format for use in package inserts. Managed the relationship with IMP’s insert media broker and acted as liaison with print production. Responsible for IMP’s insert space sales and managed the relationship with the external insert management firm and fulfillment vendor. After analyzing the insert space sales performance, was able to make several changes which cut fulfillment expenses and made the programs more desirable to participants, which led to increased sales revenue. Also responsible for contact strategy and selection criteria for telemarketing reactivations and cross-sales.

PLUSMEDIA November 2008 – April 2010

Director, Insert Media

Managed insert/alternative media planning for various brokerage clients; specializing in club/continuity and publishing offers. Depending upon client needs, performed budgeting, planning, analysis, and media plan execution for acquisition campaigns that included insert media, FSIs, shared mail and print media. Based on expertise in the insert media arena, was relied upon to provide direction to clients on the development of marketing strategies including format and creative as well as media selection. As a result of effective negotiating skills, clients realized a cost savings of up to 15% of media expenditure per campaign.

DIRECT BRANDS (BOOKSPAN) April 2001 – November 2008

Director, Insert Media

Led the insert media planning team at Direct Brands, Inc. (formerly Bookspan). Responsible for all internal and external new member insert acquisition efforts for twenty book clubs. Supervised a staff of three in all aspects of budget creation, media planning and campaign analysis for their assigned clubs. Worked in partnership with brokers to ensure maximum participation in all profitable insert media programs. Provided guidance to the marketing department to develop specific strategies for optimizing the insert media channel. Able to effectively target various market segments including Hispanic, African-American, seniors and young family. As a result, Bookspan was able to greatly expand the use of insert media, for both their general interest and niche clubs including Children’s Book of the Month Club, Doubleday Large Print and Mosaico.

COLUMBIA HOUSE April 1996 – December 1999

Sales Director, List Rental and Ride Along

Responsible for sales and promotion for the Columbia House Music and Video club mailing lists and insert programs. Analyzed list rental and insert media usage, and developed strategies to maximize market potential. Created and implemented marketing campaigns which were effective in increasing revenue. Represented Columbia House during all negotiations with mailers. Reviewed and rendered decisions on all clearances. Supervised staff of three with regard to order processing, billing and monthly reporting. Managed relationships with service bureaus and letter shops. Was able to increase year-over-year revenue for three consecutive years.

BMG DIRECT November 1994 – March 1996

Direct Mail Manager

Created and executed media plans for quarterly mailings of up to 30MM names each and inserts of up to 20MM monthly. Analyzed list performance and evaluated recommended lists for testing. Created media strategy briefs to give brokers direction for the preparation of recommendations. Created and maintained list history for all mailings. Oversaw list management agency, reviewing list rental and insert media clearances. Monitored monthly sales performance and worked with list manager to develop new opportunities for revenue growth.

SKILLS

Microsoft Excel, Word and PowerPoint

EDUCATION

Hofstra University, Hempstead, NY

MBA Degree Program in Marketing

State University of New York at Stony Brook, Stony Brook, NY

Bachelor of Arts Degree in Political Science

AFFILIATIONS

Featured speaker at DMA Insert Council, DMALI and Hudson Valley DMA events.

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