Marketing Manager
Resume:
Ana Gomez-Gutowski
Tucson, AZ 85704
(H) 520-***-****
(C) 520-***-****
***.********@*****.***
OBJECTIVE
To secure a senior management position with a progressive company where my business, marketing/sales knowledge and coaching skills will have an immediate impact on growth and productivity.
SUMMARY
A seasoned leader that can direct and consult an organization to deliver a vision of marketing strategy, development of superior customer service and sales culture. Skilled in marketing communications, writing and implementing marketing plans, brand development and team building
QUALIFICATIONS SUMMARY
• 14 years experience in Senior Level Executive and Management
• 20 years experience in Marketing, with emphasis on multi-location marketing strategies and the development of superior customer service and sales cultures
• 4 years experience in consulting and executive coaching
• 7 years experience in strategic planning and SWOT (Strength Weakness Opportunity Threats) analysis
• 16 years experience in developing and implementing marketing plans
• 7 years experience planning and managing marketing budgets
EXPERIENCE
H & R Block Tax Service 10/2011 – 3/30/2012
Field Marketing Tucson (Contract work)
Responsible for managing marketing initiatives and budgets for 36 office locations in Tucson, AZ.
• Support and guide office leaders to develop their local store marketing plans and ensure that they are being implemented.
• Created and implemented marketing accountability tool for the Tucson market that was implemented in the Denver, Salt Lake City, Phoenix and Albuquerque markets.
• Managed all aspects of Public Relations with the local media including scheduling live interviews to provide tax information to the general public.
• Secure and coordinate community events to increase brand awareness including participation in the Annual Tucson Rodeo Parade and St. Patrick’s Day Parade
Jackson Hewitt Tax Service
Director, Field Marketing West 06/2005 – 06/2011
Divisional Marketing Director, Western Division
General Manager, Tucson, AZ/El Paso, TX
District Marketing Manager, Tucson, AZ
Director, Field Marketing West – Responsibilities and Duties 06/2010 – 06/2011
Advised franchisees and Company Owned Offices located in the Western United States (including Alaska and Hawaii) on marketing programs and strategies for upcoming tax season. Developed and executed marketing plans and manage marketing budgets for 14 company owned markets. Worked closely with Corporate Marketing, National Ad & Public Relations agency to develop advertising and brand concept.
• Developed annual Division marketing plans and budgets for Company Owned Offices including implementation of analytics based/supported local strategies and programs.
• Consulted Franchisees with their marketing strategies and act as an extension of their marketing department
• Worked closely with the Corporate Creative Services Department to ensure Spanish translated marketing pieces are accurate
• Set up and executed local direct and call campaigns for Company Owned Offices
• Monitored coupon redemption report for Company Owned Offices
Divisional Marketing Director, Western Division - Responsibilities and Duties 07/2008 – 06/2010
Responsible for development and implementation of marketing plans supporting Jackson Hewitt’s Company Owned Offices Western Division which includes over 275 offices across 8 markets. Worked closely with Corporate Marketing and the Divisional Vice President to drive new business and customer retention to in order to exceed same store sales and new store revenue goals.
• Developed annual Division marketing plans and budgets including implementation of analytics based/supported local strategies and programs.
• Provided insights to Corporate Marketing regarding local needs, competitor activity, consumer insights and operational feasibility of national initiatives
• Ensured operating units understand Jackson Hewitt’s marketing strategy and engage in marketing activity that supports that strategy
• Ensured operating units flawlessly execute national initiatives and meet national standards for all marketing activities
• Ensured alignment with franchisees in the Division
• Staffed, managed and motivated the seasonal Marketing Coordinator workforce to implement marketing strategies at the local office level
• Developed local retail and alliance partnerships and leverage national corporate programs, working with the Corporate distribution team to drive customer growth
General Manager, Tucson, AZ/El Paso, TX - Responsibilities and Duties 06/2007 – 07/2008
Responsible for managing the overall operations of the Tucson and El Paso markets and assisting the field management staff to establish and maintain all operations in the assigned areas.
• Created budget, forecasted P&L and achieved monthly, quarterly and annual financial targets in assigned areas
• Responsible for training the management staff on office, system and procedural operations, Profiler functionality and fraud detection and investigations
• Maintained relationships with brokers, property managers and landlords as well as coordinates with facilities to determine Capex budget and purchases, contractor and new office build-out, design and completion schedules.
• Set targets for recruiting, hiring; operates and monitors marketing and other operational responsibilities, in the assigned geographical area.
• Responsible for overseeing the hiring, training and supervising the Marketing and Operations Managers.
• Developed, manage and implement marketing plans to promote Tax School and Tax Season for the Tucson and El Paso district.
• Created and execute three local marketing plans for Tax School, Early Tax Season and Late
Tax Season
• Tracked and analyzed all marketing, public relations and advertising activities.
• Ensured accurate implementation of all company products.
• Educated all office supervisor staff on all marketing related programs and other training/seminars.
• Ensured that the Marketing Manager is managing the two marketing budgets. One for Tax School and one for Tax Season.
District Marketing Manager, Tucson, AZ - Responsibilities and Duties 06/2005 – 06/2007
Develop, manage and implement marketing plans to promote Tax School and Tax Season for the Tucson, AZ district.
• Created and executed three local marketing plans for Tax School, Early Tax Season and Late
Tax Season
• Tracked and analyzed all marketing, public relations and advertising activities.
• Promoted and maintained Jackson Hewitt Employee Benefit Program. Liaisons with Corporate Businesses.
• Ensured accurate implementation of all company products.
• Educated all office supervisor staff on all marketing related programs and other training/seminars.
• Managed two marketing budgets. One for Tax School and one for Tax Season.
• Supervised the Marketing Coordinator and Tax School Clerk.
• Liaison with District Operations Manager concerning any potential new store locations.
EECU, Fort Worth, TX 04/2004 – 06/2005
Hispanic Community Development & Marketing Officer
Developed and administered the Credit Union’s Hispanic Community Development and Public Relations program to enhance business opportunities within the Hispanic Community.
• Managed a yearly Hispanic Marketing, Business Development and Public Relations plan.
• Responsible for the conversion and maintenance of all Spanish translated forms, brochures and member communications.
• Researched and created customized products and services designed to meet the needs of the Hispanic Community.
• Identified networking and business opportunities within the Hispanic Community.
• Participated in key Hispanic Community events.
• Implemented SEG Manager 2000
• Implemented ARC GIS, a comprehensive demographic/geographic mapping tool
• Implemented the Auto Loan Recapture Program which resulted in $2.2 million in auto loans
• Served on the committee for the Credit Union Hispanic Outreach Program
• Responsible for the development of Standard Operation Procedures as it relates to Hispanic Marketing, Business Development and Public Relations.
CUNA Mutual Group, Dallas, TX 04/2000 – 04/2004
Marketing Consultant
Consulted and directed credit unions located in the Southwest Region in building the right strategies to be successful in their marketplace. Worked in partnership with leadership and staff to plan, develop and implement key programs for credit union success.
• Consulted Brand Development/Management and staff training with a focus on member experience and cross-selling
• Developed a comprehensive Mystery Member Program with a Report Card system based on credit unions’ specific service criteria
• Provided competitive analysis for credit unions targeting face-to-face experience, products, phone service and website
• Facilitate Strategic Planning
• Provided Executive Coaching which provides one-on-one training for specific skills and/or development in the areas of leadership, management, public performance and others determined by the credit union
• Developed and implement Strategic Market Plans for credit unions
• Worked closely with Account Managers by analyzing goals and building plans to increase insurance sales within their accounts.
• Worked with credit unions and various MCIF systems to best determine segmentation and target market strategies
• Consulted and present to credit unions Member Profile Analysis and Potential Member Analysis
Texas Credit Union League, Dallas, TX 06/1998 – 04/2000
Director, Public Awareness Advocacy
Responsible for managing and directing marketing functions for the Texas Credit Union league’s products and services.
• Developed marketing collateral for the league’s products and services
• Worked with VP Consulting Services and Sales and Training Resources to organize Annual Meeting
• and Leadership Conference
• Led all public relations efforts and maintained relationships with business partners
• Oversaw league publications and electronic newsletter
• Chapter Liaison for the Magic Valley Chapter of Credit Unions – Rio Grande Valley, TX
COMPUTER SKILS
Microsoft Word, Excel, Publisher, Access, PowerPoint and Outlook; ACT; ArcGIS; Quickbooks
EDUCATION
University of Texas at Arlington
Arlington, Texas
ACHIEVEMENTS AND SPECIAL SKILLS
Bilingual/Spanish
Fort Worth Chamber of Commerce Hispanic Leader Certification
Member of Tucson Hispanic Chamber of Commerce
Jackson Hewitt District Marketing Manager of the Year - 2007
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