Marketing Pro
Resume:
Homestead , FL ***** E-mail: **********@*******.***
W. T. “TAL” BRATTON
· 15+ years of marketing management experience delivering cutting edge integrated direct marketing for services and consumer driven companies, such as Citigroup, American General (AIG) and Home Shopping Network managing marketing budgets of $26M+.
· Directed the development and deployment of integrated national direct marketing campaigns (2.4M pieces monthly) including in-house and agency creative, production and advanced campaign response analytics reducing acquisition cost 27%.
· Managed over 25 consumer products through an integrated direct marketing process including strategic planning, product development and sales using comprehensive direct marketing programs including Internet, mail, print, long and short form DRTV and radio to achieve above industry ROI.
· Directed the establishment and 120% annual revenue growth of a direct marketing and CRM agency for Fortune 500 clients such as Advanta, Prudential, Mobil Oil, Eckerd Drugs, Comcast, and Avon achieving response rates an average 20% above industry benchmarks.
EXPERIENCE
Financial Services Company– Miami, FL 2007- Present
Marketing Director
Directing marketing functions for the $3B national financial service division for both direct to small business owner and investor markets and referral partner relationship development.
· Directed national relationship marketing programs including trade shows, trade press, conferences, events, direct mail and online applications for mortgage products, generating over $2B in sales per year.
· Launched a fully integrated “market domination” initiatives in three national markets including DRTV, mail, print, PR, retail store opening and sales force support to achieve a 230% ROI.
Experiential Marketing Services, Blue Bell, PA 2001 to 2007
EVP/Principle
Direct all operating functions for a start-up national internet based marketing and consumer services company focused on the financial services, telecommunications and CPG markets. Responsibilities include Marketing, Strategic Planning, Business Development, Information Technology, Vendor Relations, and Customer Relations.
· Developed product concepts, conducted market research, conducted prototype DM programs, prepared proformas and business metrics, secured patents and trademarks, developed core systems, secured key business/vendor relationships, created all marketing materials to support the launch of a national internet based philanthropic asset accumulation program for the financial services market.
· Developed market strategies, created and tested direct marketing, promotional and fulfillment materials, secured initial launch relationships for a life style based product marketed to businesses as a customer acquisition, retention and employee motivation program. Established key relationships and negotiated pricing and delivery parameters.
AIG - American General Financial Services, Evansville, Indiana 1997-2001
Senior Vice President-Product and Business Development
Directed all corporate marketing and business development functions in an $11B financial services company including business and customer development, Public/Community relation, advertising, market research, telemarketing, and e-commerce.
· Directed the development and deployment of 32M piece annual direct marketing campaigns supported with DRTV and print including in-house and agency creative, production, and tracking and response analytics. Worked with USPS to create distributive processes reducing postage costs by 18%.
· Created quarterly print newsletter campaign to 2.5M customers using advanced segmentation and distribution strategies increasing traffic by 11%. Executed RFP process to reduce production costs by $300K .
· Deployed automated campaign management and Customer Relationship Management (CRM) systems and implemented a 4.5 million record data warehouse. Implemented advanced data mining, marketing campaign management capabilities at 30% of industry average cost, which enabled reduced acquisition cost and significantly improved credit quality.
· Established integrated loyalty based direct marketing programs to support 1300 retail financial services branches which reduced cost of loans generated by 26%
· Product manager for Yosemite P&C and Merit Life Insurance companies including marketing, product development, Regulatory compliance, Operations, and Systems.
Silicon Database, St. Petersburg, Florida 1991-1997
Principle / Consultant
Directed the establishment and growth of a direct marketing and customer loyalty agency that developed and implemented cutting edge direct marketing and customer relationship management (CRM) programs for Fortune 1000 companies. Clients were primarily financial services (Advanta, Prudential), consumer package goods (Avon, Eckerd), and telecommunications (Comcast) firms.
· Developed and managed an integrated direct marketing campaign for a consumer products company, including TV, mail, and print that reduced marketing acquisition costs by 24%
· Developed a program of integrated marketing/CRM solutions that included attrition and profitability modeling, next logical product forecasting, targeted communications, and customer loyalty management across a full spectrum of financial service products.
· Managed the development and implementation of a direct response mortgage product that achieved a 15% response rate and generated $110 million in loans in the first month.
Home Shopping Network, Clearwater, Florida 1989-1991
Marketing Director
Successfully formulated and directed all Marketing activities for seven subsidiaries, as diverse as, Financial Services (Credit Card, Insurance, Securities), Cosmetics and Travel, controlling $7 million in budgets. Managed integrated marketing programs including strategic planning, product development and integrated marketing programs ( DRTV commercials, print advertisements and direct mail).
· Directed the creative, production and distribution 7M piece quarterly mail drop for subsidiary products such as financial services, travel and Health and beauty.
· Negotiated partner relationships for direct marketing to HSN’s 10+ million-customer database with clients such as US Life, MCI and the Signature Group.
· Created short and long form DRTV spots for 25 products as part of an integrated direct marketing process including direct mail, print and radio. Coordinated the fulfillment process for products these products including insurance, securities, auto club, cosmetics, health care and travel.
· Developed and implemented financial and performance analysis processes which increased product profitably as much as 40%.
CitiGroup – Vice President 1979-1989
Marketing Director, Denver, Colorado
Developed and implemented the overall Marketing function for the Automotive Services Credit Card Group including product development, market research, creative services, field sales and product promotion.
· Successfully brought to market a credit card program with 1.5 million cardmembers, signing up and serving 6000+ merchant locations, in 7 months within budget.
· Developed and implemented integrated direct marketing programs that achieved a 42% share and increased credit sales to over $400 million per year.
· Designed and implemented sales and revenue forecasting and measurement systems to maximize a $7 million marketing budget.
Operations Director Baltimore, Maryland
Directed credit processing for the Citiline Credit Program servicing 5000+ Radio Shack stores nationally. Responsible for new accounts, authorizations, payment processing, collections and merchant relations
· Conducted major operations reorganization resulting in a 12% increase in productivity. Managed a staff of 200+ and an $11 million budget.
· Implemented state of the art Credit Processing and Dealer Tracking systems generating $500,000 bottom line in 4 months and reduced credit losses by 27%.
EDUCATION
Master of Business Administration, Arizona State University
Bachelor of Arts, Business Administration, University of Washington
Contact this candidate