Marketing Executive

JACK RAYHER

*** ********* ******* ♦ Northport, NY 11768 ♦ 631-***-**** ♦ *******@****.***

http://www.webprofile.info/jrayher/

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• VP OF MARKETING / DIRECTOR OF MARKETING

E-Commerce / Direct Marketing / Consumer Products / Business to Business

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Marketing executive with comprehensive experience in direct marketing management for e-commerce / multi-channel merchants and strategic marketing initiatives. Known for developing and implementing expansion and market penetration strategies. Proven track record of success in business analysis, tactical strategic planning, negotiations, and gross profit improvement initiatives, which greatly accelerate sales and bottom-line profits. Visionary, goal-oriented, and conceptual thinker able to generate new ideas and initiate change. Effectively turned around underperforming business units in fast-paced, dynamic, and diverse environments.

CORE LEADERSHIP COMPETENCIES

• Strategic Planning • Strategic Partnering • P&L Accountability

• Acquisition /Retention Strategies • Web Development / Metrics • Marketing Research / Analysis

• SEO / SEM / Pay-Per-Click • Acquisition / Retention Strategies • Business Turnarounds

• E-Commerce / Online Marketing • Product Development / Management • Affiliate Programs

PROFESSIONAL EXPERIENCE

Sherman Specialty, Jericho, NY 2008 – 2009

COO / General Manager

Direct marketing/sales company specializing in party supplies, toys, and advertising specialties for the dental, restaurant and party markets grossing $20+ million in annual sales and employing 90 people.

Responsible for all aspects of the business including P&L accountability. Managed Long Island office and Albany, NY warehouse. Supervised eight direct reports.

Selected Achievements

• Improved e-mail open, click through and conversion rates for www.4FunParties.com by testing and implementing various promotion offers. Turned around underperforming pay-per-click campaign by eliminating unprofitable Adwords and stemming profitable ones, lowering the cost-per-sale by 23%, as measured by Google Analytics.

• Profitably increased affiliate conversions on www.MakesParties.com by 20% with price promotion offers.

• Increased unique visitors, conversion and AOV, as measured by Fireclick, for both sites by adding over 9,000 costume skus via third party fulfilment. Utilized Omniture for guided search.

• Developed new systems and procedures to better track and manage the company’s five businesses.

• Significantly reduced costs by moving banner printing and pad printing operations in-house.

Adirondack Direct, Long Island City, NY 2005 – 2007

President / CEO

Institutional furniture direct marketing company grossing $31 million in annual sales and employing 60 people.

Directed day-to-day marketing function of furniture sales and rental divisions. Managed P&L, increasing corporate revenues and leading cost-effective initiatives. Supervised 10 direct reports.

Selected Achievements

• Added $1 million to corporate bottom line through planning and implementing sales initiatives and cost-saving measures.

• Provided 35% increase in rental revenue and 40% gross profit increase through synergistic diversification including purchase of a party rental company, A-PartyMaker, and integrating this new entity with the Adirondack Rents business, providing additional revenue streams for both rental companies.

• Devised eCommerce Web sites and Internet marketing capabilities for catalog and rental divisions. Specified functionality and content for www.AdirondackDirect.com, www.AdirondackRents.com and www.A-Partymaker.com. Utilized banner ads, search engine optimization, search engine marketing, and e-mail campaigns.

• Hired Did-It.com to manager pay-per-click campaigns for various customer segments. Utilized WebTrends for analytics.

• Customized a corporate brand positioning for furniture sales division, increasing response to all marketing programs.

MSC Industrial Direct, Melville, NY 1997 – 2005

Marketing Director – Enco Division

One of the nation's largest direct marketers of industrial supplies and equipment, supplying 350,000 customers and offering 500,000+ industrial items from 2,500 suppliers. Enco direct marketing division contributes annual sales of $50 million to $1.3 billion total sales.

Administered marketing function, Internet business generation, and in-house advertising function for the Enco division. Led production and circulation departments. Oversaw P&L of monthly sales catalogs, package stuffers, magazine ads, card decks, trade shows, e-mail marketing, and corporate Web site.

Selected Achievements

• Led 100% increase in division’s sales through expanded customer base and increased average order size.

• Improved profitability by reducing frequency of catalog mailings to the least responsive segments in the customer database.

• Identified profitable new customer segments by appending 8-digit SIC codes to the customer database.

• Conceptualized and created company’s eCommerce Web site, www.use-enco.com, and secured new online buyers through e-mail marketing, search engine optimization and search engine marketing. Grew Internet revenue from zero to 35% of sales. Hired Inceptor agency to manage pay-per-click campaigns. Utilized HitBox for analytics.

• Created 90,000 e-mail prospect list from trade show attendees and trade publications.

1-800-Mattress, Long Island City, NY 1995 – 1997

Director of Marketing

$60 million bedding telemarketing operation.

Managed advertising, promotions, distribution, market research, database marketing, Internet marketing, and public relations. Supervised agencies and staff of five.

Selected Achievements

• Branded vanity phone number by renaming company from Dial-A-Mattress to 1-800-Mattress.

• Led cross-marketing campaign partnering with Broadway production, “Once upon a Mattress,” improving customer awareness, increasing orders by 8%, and average order size by $300.

• Spearheaded campaign to open retail establishments, teaming with furniture stores to display mattresses within bedroom furniture areas, capturing in-store purchasers, and leading to opening of corporate retail stores.

• Appended customer demographic/lifestyle data to better identify, profile, and target key customer segments.

• Increased sales 25% by redirecting marketing expenditures to more creative, effective promotions.

• Conceptualized Web site, www.1800Mattress.com that displayed inventory dependent upon shopper’s zip code.

1-800-Flowers.com, Carle Place, NY 1993 – 1995

Director of Market Research and Direct Marketing

Internet company selling fresh flowers, plants, gift baskets, and gourmet foods from its toll-free number, several Web sites, 125 million catalogs, and 95 franchised and 10 company-owned shops. Annual sales exceed $900 million.

Supervised all direct marketing activities including catalogs, outbound telemarketing campaigns, list brokerage, database analyses, and customer service surveys.

Selected Achievements

• Generated $2 million revenue through increased response rate to catalogs by implementing predictive modelling.

• Created frequent buyer programs, increasing customer-purchasing frequency 50%.

• Measured customer satisfaction and quickly incorporated corrective actions to maintain customer loyalty.

• Captured local delivery business utilizing name recognition and designating local New York flower shop 1-800-Flowers. Retail business in shop doubled within one year.

Newsday, Melville, NY 1992 – 1993

Marketing Manager

Long Island newspaper publisher grossing $60 million in annual sales and employing 1,000+ people. In business since 1940, the corporation has won 17 Pulitzer prizes for journalism.

Coordinated marketing efforts of circulation, advertising sales, community affairs, and editorial departments.

Selected Achievements

• Created value-added promotion for grand opening of Queens K-Mart, leading to a major advertising contract.

• Generated subscriptions and ad sales revenue for New York Newsday by using Street Fairs as a marketing vehicle.

Citicorp POS Information Services, Stamford, CT 1990 – 1992

Vice President – Database Marketing Services

Start-up division within the Citicards Group that created card-based loyalty programs for supermarkets.

Developed and sold information products and services to senior marketing executives at packaged goods companies that accessed the supermarket purchase behavior database.

Selected Achievements

• Developed a unique service that gave packaged goods manufacturers the ability to quantify the results of their direct marketing programs in terms of incremental volume, trial, repeat purchasing, purchase frequency, ROI, and identification of profitable customer segments.

• Created a service to provide purchase behaviour lists for market research surveys, which significantly reduced client’s market research costs and increased Citicorp’s list sales revenue by 20%.

• Exceeded sales goals for revenue by 30% and new client relationships by 50%.

ADDITIONAL WORK HISTORY

N W Ayer, New York, NY VP, Account Supervisor

General Foods, White Plains, NY Associate Product Manager

EDUCATION

M.B.A. (Consumer Behavior and Industrial Psychology), Baruch College, New York, NY

B.A. (Psychology), St. Francis College, Brooklyn, NY

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