Sales Marketing

DYNAMIC MULTI-CHANNEL MARKETING AND AUDIENCE DEVELOPMENT EXECUTIVE WITH OVER 20 YEARS EXPERIENCE TRANSFORMING COMPANY MARKETING, CONTENT AND EVENTS OPERATIONS ACROSS PUBLISHING, INTERNET, SERVICES AND AFFINITY INDUSTRIES TO SIGNIFICANTLY BOOST REVENUES AND OPERATING PERFORMANCE.

CORE COMPETENCIES

Paid Content Specialist Multi-channel Marketing Expert Senior Digital Marketing Executive

Branding Innovator SEO, SEM, Social, Analytics Product Development Specialist

Achieve Record Profitability Managed Divisions up to $750MM Managed staffs of up to 70

PROFESSIONAL EXPERIENCE

PartnersDirect (Fairfield, CT)| Principal | 2007 Current

A marketing consultancy specializing in integrating multi-channel marketing and audience development strategies and tactics that enhance customer acquisition, retention and product development. Some client projects have included the following:

- Working with a leading B2B travel publisher to create an integrated audience database, research and convert to a new email solution, implement best practices marketing across all brands, and improve customer insight. Reviewed and revised marketing strategy and execution for paid subscription products, both single and multi-seat.

- Running a leading executive job board where I improved marketing profit ratios by over 60%. Put in place best practices for SEM, SEO, email marketing, affiliate marketing and online/offline advertising. Hiked organic traffic by 38%. Re-engineered subscription product to double memberships and increase retention. Introduced loyalty marketing strategy that increased engagement and surpassed KPIs.

- Auditing a major non profit’s multi-channel direct marketing practices and creating an improved media mix to maximize ROI and garner donations from consumers who yielded a higher LTV.

- Creating and executing on strategic marketing plans for a professional services firm.

- Assisting a consulting firm integrate a newly acquired company, improving and consolidating marketing technology processes.

- Helping a publishing company expand into new markets for print, online and event offerings.

TASA/Questar (Brewster, NY)| Senior Vice President/Chief Operating Officer | 2005 2007

A leading educational test publisher serving the literacy and ESL markets with annual sales of over $23MM.

- Managed sales, catalog, marketing, product development, creative services, production, warehousing, facilities, and project management; managed a staff of 41; corporate officer reporting directly to the CEO.

- Re-built the sales force: quadrupled geographic coverage from nine to 37 states; instituted a classic account management strategy increasing sales to existing customers by 17% and added 41 new accounts.

- Reshaped corporate strategy from straight catalog sales to a hybrid of catalog sales and contract revenue, taking advantage of NCLB contract opportunities.

- Led the team that successfully bid on the Idaho ELL test, generating $1.3MM/year for three years.

McGraw-Hill (New York, NY) | Vice President of Marketing & Product Development | 2003 2005

A leading paid content publisher in the aviation market with annual sales of over $55MM.

- Selected to jump start product development of print, online and conference products at the Aviation Week Group – the industry’s top information source for the business and commercial aviation markets.

- Improved circulation marketing results through multi-channel marketing and segmentation, garnering higher response rates and more cost efficient campaigns.

- Created and led the 12-person internal team in the re-engineering of the company’s subscription website, increasing sales by 28% and profit margin by 115%.

- Set strategy for increasing site license penetration of the paid web product; expanded existing relationships by 16% and brought on 4 new (average unit of sale of $250k).

- Maintained paid circulation levels for Aviation Week & Space Technology while hiking profitability by 11%.

- Managed 22 marketing and product development staffers in NYC and Washington DC offices.

Cendant Membership Services (Norwalk, CT) | Group Vice President Marketing & Creative Services | 2000 2003

The leading marketer of club memberships through affinity partnerships with the top 200 financial institutions, major ISPs, retail cards, and utility companies, with annual sales of over $750MM.

- Recruited to rescue the marketing arm of the company, suffering from 80%+ turnover; built a loyal, experienced team to execute marketing strategy, creative services, print purchasing, fulfillment, market research and public relations; added online marketing focus in 2002.

- Directed creative execution for multi-channel direct marketing efforts, including annual mail volume of 595MM; 17MM catalogs, 900,000 hours of outbound telemarketing; 12+MM inbound transfers; 200MM e-mails; and 1.3 billion web banners and skyscrapers; maintained a rigorous testing program for all media.

- Renegotiated printing contracts resulting in average annual 7% decrease, more than offsetting postage increases.

- Brought in-house two catalogs being created by outside vendors, at an annual savings of over $300K; spearheaded fulfillment house audit resulting in cutting vendor roll in half and slashing costs by 22%.

- Personally managed one of the company's two major relationships with America Online, including all list selections, purchasing, management and financial reporting.

- Directed a staff of 70; a $61.7MM print and fulfillment budget; and departmental expenses of $5.9MM.

- Member of the new product development, marketing strategy and retention steering committees; launched company market research and public relations functions.

Bureau of Business Practice (Waterford, CT) | Vice President, Marketing, New Product Dev & Sales | 1996 1999

A 77 year-old division of Simon & Schuster/Viacom, publishing a broad range of paid management information products geared toward functional managers in companies of any type and size.

- Member of the senior management turnaround team; drove marketing profitability and product development in this 152-product business-to-business publishing operation; key team member who sold the company to Pearson and then to Wolters Kluwer, creating $27MM of shareholder value in 3.5 years.

- Created new direct marketing program and organization – creative, product management and inside telemarketing – doubling new subscription sales.

- Reorganized field sales organization to focus on selling site licenses, strategic bundles and high ticket custom publishing.

- Set marketing strategy – marketing mix, product positioning, pricing strategy, media strategy – for new and renewal sales for 29 newsletters, six annuals, five manuals and 112 videos.

- Created/managed to net responder model resulting in higher LTV and reduced cost per acquired customer.

- Increased conversion rates by 35% and renewal rates by 20% as a result of new targeted marketing efforts, improved renewal and billing series, and improved editorial quality.

- Led successful introduction of 17 new products.

Vertrue (Stamford, CT) | Vice President, Direct Marketing & Creative Services | 1995 1996

A leading affinity membership marketing organization with annual sales of over $850MM.

- Established direct mail marketing programs for each membership product.

- Responsible for product positioning, direct mail, inserts and fulfillment kits.

- Introduced successful direct mail packages for each lead membership product; developed new, more cost-effective fulfillment kits that yielded higher retention rates.

- Supervised staff of 7 and reported to Senior Vice President of Marketing.

National Institute of Business Management (Alexandria, VA) | 1991 1995

A leading paid content publisher of best practices, human resources, tax, legal and career management information for middle managers and owners of small businesses.

Associate Publisher | 1994 1995

Director of Marketing | 1991 1994

- Directed all editorial content and development of premiums to support/complement marketing efforts for nine newsletters, the membership service, and 100+ special reports and books.

- Responsible for renewals sales, averaging $9MM annually.

- Led new product development and market research; managed market strategy and development of 20+ new ancillary books and special reports each year.

- Successfully launched consumer health publication with a substantial ancillary revenue stream.

- Supervised staff of 15 and 9 independent contractors.

- As Director of Marketing, held full P&L responsibility for $22.5MM in new, renewal and ancillary sales; managed a staff of 10.

- Managed expense budget for creative, printing, direct marketing and staffing of $6MM.

- Reduced direct mail CPMs average of $49/M increasing profitability and mailable universes.

- Tested and put in place billing and retention strategies that hiked pay rates by 11%.

- Improved renewal and conversion rates, resulting in 12% increase in renewal revenue.

- Increased ancillary sales by 37%; increased list rental income by 15%.

SDC Publishing (New York, NY) | Director of Marketing | 1989 1991

A division of Thomson Financial, publishing information for senior executives in the areas of buyouts, mergers and acquisitions, and venture capital.

- P&L responsibility for new sales, renewal sales, conference division and ancillary products; responsible for $6.2MM in annual sales of three newsletters, four directories, three journals (two international titles), fax information services, and three annual conferences.

Fairchild Publications (New York, NY) | Circulation Manager | 1988 1989

A leading business-to-business periodical publisher serving markets with both paid and controlled circulation.

- Circulation manager for four magazines – two controlled circulation and two paid circulation.

- Managed and directed all promotion efforts; converted two books to a new service bureau.

Capitol Publications (Alexandria, VA) | Director of Marketing | 1983 1988

The country’s leading source of specialized information and actionable intelligence on government programs, healthcare, federal grants and contracts, and company-specific information.

- Responsible for all new and renewal subscription and seminar marketing for an $8MM division; increased sales by 70% during my tenure.

William M. Mercer (Chicago, IL) | Employee Benefits Consultant | 1979 1983

One of the world’s largest consulting firms serving the needs of pension and human resource executives.

EDUCATION + CERTIFICATIONS

University of Pennsylvania – Wharton School (Philadelphia, PA) | Certified Employee Benefit Specialist | 1982

University of Chicago (Chicago, IL) | BS in Management Psychology & Labor Relations | 1981

COMMUNITY SERVICE

Habitat for Humanity Save The Children North Shore Animal Rescue

PROFESSIONAL AFFILIATIONS

Newsletter Publishers Association | Former New York and Washington, DC chapter president

Direct Marketing Association | Frequent speaker at association events and panels

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