Senior Marketing Professional

Amy Larson

*** ***** ******* #**** • Chicago, IL 60654 • 312-***-**** • 312-***-**** • **********@*****.***

SUMMARY:

Senior marketing and advertising professional and MBA with diverse, well-rounded skill set. Agency and client side domestic and international experience in new economy, multi-unit retail, education, travel, insurance and financial services, pharmaceutical, and consumer products industries, including executive management experience and 7 years progressive promotions within a major global corporation. Accomplished in branding, business and strategy development, product launches, strategic alliances, online marketing, social media, market research and analytics, direct marketing, CRM, retail promotional development, product development, and complete brand image packages. Exceptional communication and interpersonal skills. A recognized leader, skilled at finding, focusing and motivating internal and external resources. Focused, hardworking and self-directed.

PROFESSIONAL EXPERIENCE:

OgilvyOne, Chicago, IL 2008 - Present

Senior Partner, SVP/Group Account Director

Career Education Corporation

• Senior leader on $20M for-profit post-secondary education holding company business.

• Lead team in strategizing and executing lead generation and consumer acquisition leveraging direct response media channels such as online advertising, search engine marketing and DRTV.

• Led development and launch of major multi-channel efforts for major brands including American InterContinental University and Colorado Technical University.

Allstate Direct and Allstate.com

• Senior leader on $40M Allstate Direct business driving positive online and call center sales exceeding annual goals year over year.

• Led team in strategizing and executing consumer acquisition tactics for all direct response media including online advertising, search engine marketing, affiliate program, email marketing, and DRTV.

• Led development and launch of new Allstate Testimonials integrated direct response campaign (DRTV, online advertising, Allstate.com) outperforming prior campaign results by 15-20%.

• Led agency Allstate.com team in continued development, rollout, and optimization of new online quoting tool, multi-lingual educational tool development, launch of Allstate Financial and Claims sections, general web site redesign, ongoing CTA development and maintenance, and other major projects.

Edelman Digital, Chicago, IL 2007 - 2008

Chicago Group Head/SVP

• Led Edelman Digital Chicago team of creative and account digital professionals.

• Led ongoing integrated digital marketing businesses (including web design and maintenance, email marketing, search engine marketing) for Barilla Pasta, Bush’s Beans, Wrigley’s Gum (Benefits of Chewing), and Illinois Bureau of Tourism.

• Conceptualized, developed, sold in, and led development on integrated online programs (web sites, email, online advertising, Web 2.0) for diverse clients including MGM MIRAGE, Gardasil (Merck), Wal-Mart, Hyatt Place/Hyatt Summerfield Suites, Air One.

Draftfcb, Chicago, IL 2004 - 2007

Group Account Director/SVP

Similac Welcome Addition Club, Abbott Nutrition

• Senior leader on $60M Welcome Addition Club new mothers CRM program for the $1B Similac infant formula brand.

• Led team to develop all consumer touchpoints and communications for in market and in hospital including email, direct mail, web site, and for professional health care providers.

• Developed and sold in strategic and tactical recommendations for integrated brand communications, customer analytics, and competitive programs.

DeVry University

• Senior leader on $30M DeVry University business growing agency revenue by over 15% through new lead-generation programs which grew leads by 26% and decreased cost per lead by almost 50%..

• Led account management and media planning teams in developing and executing DRTV, direct response print, direct marketing, event marketing, digitally-based programs, and major partnerships as agency of record for DeVry University.

• Developed, sold in, and executed new, breakthrough 2006 brand strategy with campaign executions in DRTV, print, web site, banner advertising, offers, and major strategic partnerships for the DeVry University business.

• Acted as senior client contact with DeVry University interacting daily with the CMO and frequently with the EVP of Sales and Marketing and President of DeVry University.

Grey Direct, Downers Grove, IL 2003 - 2004

Account Director/SVP - United Airlines

• Led 4 diverse account management teams in developing effective direct marketing, email marketing and web site programs for $40M United Airlines business.

• Grew United Airlines revenue significantly from 2003 to 2004 and grew agency revenue by over 100% year over year through growth of existing United programs and by adding 3 new lines of business.

• Developed and presented marketing plans, strategies, promotional test plans, segmentation recommendations, and competitive analyses for all portions of the United Airlines business.

Wunderman, a Y&R Company, Chicago, IL 2002 - 2003

Senior Client Partner - sears.com

• Led dedicated 20-person agency team (account, creative, online, media) to execute online marketing plans and strategy to grow sears.com annual revenue by over 75% year over year.

• Developed effective and efficient integrated online marketing plans and programs combining email, search engine marketing, online media, datafeeds, web site promotions.

• Led team in creative redesign of the sears.com web site for relaunch in mid-2003.

• Provided actionable database analysis, segmentation and strategic recommendations for the sears.com business.

La Petite Academy, Chicago, IL 2001 - 2002

Vice President, Marketing

• Established and implemented marketing strategy for nation’s largest privately-held provider of early childhood education ($300M+ revenue/700 retail outlets nationwide). Built and led team of 10 field and corporate marketers and 4 consumer service professionals.

• Delivered effective direct mail, advertising, PR, special promotions to drive annual enrollment and retention. Despite industry downturn, held enrollment level YOY and achieved 5% top-line revenue growth. Realized 5-10% conversion on web follow-up programs.

• Unified, strengthened and effectively communicated national marketing branding and policies. Cut promotional expense by 26% while simultaneously increasing revenue.

• Led ad and design agencies in developing a total image program package, including collateral, branded interior design and external signage.

iExplore.com, Chicago, IL 1999 - 2001

Vice President, Customer Experience Marketing

• Led pre- and post-launch marketing and branding efforts for a start-up online adventure and experiential travel company. Drove registration of over 100K customers within 11 months.

• Established marketing infrastructure, permission-based marketing strategies, interactive promotional programs. Created and managed new product and service development, market research and data analysis. Hired and managed external resources for on- and offline direct marketing. Managed house-list programs with click-through rates consistently over 20%.

• Created marketing programs with strategic partners including National Geographic.

Citigroup Travel Payment Services, Chicago, IL 1998 - 1999

Vice President/Marketing Director

• Established global branding strategy for Citicorp’s VISA TravelMoney card. Consolidated and controlled a $2M budget. Led 2 ad agency teams.

• Built awareness and sales in 5 major and 32 minor global markets via print, radio, outdoor, PR and direct mail.

• Lifted 1999 sales in all markets with incentive and marketing programs around 2000 Olympics and 1999 Rugby World Cup.

Whirlpool Corporation, Benton Harbor, MI 1991 - 1998

Brand/Consumer Loyalty Manager, KitchenAid Brand North America Group, Michigan (1997 - 1998)

• Achieved ROIs of up to 500% by developing and executing consumer direct marketing strategy and loyalty programs. Managed 2 ad agency teams.

• Developed and executed trade-targeted retail promotions, in-store events, web site enhancements, indirect selling efforts, co-partnerships and strategic alliances to realize 5% annual sales growth.

• Led development of Consumer Relationship Marketing Database with 20M records and capability for behavioral, demographic and psychographic segmentation.

Project Manager, Refrigeration Business Development Asia Pacific Sales, Singapore (1997)

• Directed a 10-person, cross-functional project team, growing annual profit by over $4M and unit sales by 75%. Established regionally-based marketing plans and alliances.

• Developed business plan for refrigeration investment in Asia.

Manager, Global Strategy and Portable Appliances Corporate Group, Michigan (1995 - 1996)

• Reengineered processes and established strategies to form and leverage strategic alliances in key product categories globally, including Italy, France, Singapore, Korea, Hong Kong, Australia and Brazil.

Manager, North American Finished Product Sourcing North America Group, Michigan (1994 - 1995)

• Purchased all finished appliance units for entire North American operation. Bought over a million units from global suppliers annually.

Product Manager, Cooking/Air Control Products North America Group, Michigan (1993 - 1994)

• Served on business team holding P&L, market share, quality and logistical responsibility for a $600M business unit. Developed new products to expand value line offerings.

Product Manager, Cooking Products, Whirlpool Brand North America Group, Michigan (1991 - 1993)

• Developed and launched a consumer-focused line of microwave ovens, increasing U.S. profitability by 75% and market share by 4%.

• Created effective promotions, in-store demonstrations, cookbook, video to launch an innovative European microwave oven product.

State Farm Insurance Companies, Bloomington, IL 1986 - 1989

Programmer/Analyst

EDUCATION:

Master of Business Administration, Concentration in Finance/Marketing, University of Illinois at Urbana-Champaign, 1991.

- GPA 4.88/5.0.

- Arthur Andersen Alumni Scholarship, 1989.

- Graduate Assistant, Commerce Placement.

- Internship: Global Management Intern, Cooking Products, Whirlpool Corporation.

Bachelor of Science, Business Information Systems, Illinois State University, 1985.

- Graduated Summa Cum Laude; GPA 3.94/4.0.

- Outstanding Senior in Business Administration, 1985 - 1986.

- Robert G. Bone Student Scholar, 1985 - 1986.

References available on request

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