Alan Sherman

Custom

GE Senior Executive Management training program; Certified in GE’s Six Sigma Black Belt Quality Training program; Foot Locker’s High Potential Management Dale Carnegie course

American Management Association; Member of American Marketing Association; Member of Direct Marketing Club of New York; and Member of Marketing Executive Networking Group, Cognos, BI, Unica

Summary

SeniorDIRECT-TO-CONSUMER MARKETING Professional

Executive Profile

Dynamic direct and digital marketing CRM leader with the strategic vision and solid track record to address complex consumer marketing challenges for Fortune 500 companies, global agencies and top retailers.Recognized for multi-million dollar revenue gains through building state-of-the-art CRM systems and segmenting customer databases to identify most profitable customers and prospects.Unique marriage of marketing, client service, operations, technical and people skills. Visionary strategy combined with flawless project execution that is consistently on target, on time, and on budget. Academic credentials include an MBA in Marketing, along with a Six Sigma Black Belt certification.

Notable Contributions

·Generated $70M in incremental online/offline sales revenue by developing a new CRM system for a premier retailer, which matched the right customers with the appropriate offers and creative.

·Rebuilt and re-launched 7 retail websites, introducing organic and paid search, affiliate marketing programs and dynamic and segmented CRM-driven email programs, resulting in growth of 18-25%.

·Launched retail loyalty program for the nation’s largest athletic footwear retailer, which generated ROI of over 200% with incremental revenue of $48M.

·Revamped and restructured annual strategic planning process for a leading financial services company; received company’s highest award given to ½; of 1% of 90,000 employees

CORE LEADERSHIP COMPETENCIES

Direct & Database Marketing Expertise – Mastery of CRM – Internet Strategy and Proficiency, Including Search Engine Marketing and Paid Search, Email and Affiliate Marketing – Loyalty Program Development – Running Client Side Relationships

Project and Program Management – Solid Financial and Analytical Skills – Advanced Customer Segmentation and Targeting – Advanced Analytics – Managing Across Multiple Brands

Work History

Work History
Apr 2007 - Present

Vice President, CRM

Lord & Taylor

Lead CRM, internet, database marketing, advertising, credit card and loyalty marketing teams for this world-renowned department store, synonymous with high quality fashion and a personalized approach to customers.Manage P&L and annual budget of $23M.Consultative client service for brands. Revamped outdated, proprietary websites, customer database and contact strategies. 5 direct and 18 indirect reports. Report directly to CMO.

·Championed the build and launch of a new CRM database marketing solution, matching customers with the right number of marketing contacts, offers and creative.

·Oversaw lordandtaylor.com, directed re-branding effort, organic search, enhanced keyword buys, web analytics, new CRM-driven email system and site-navigation improvements. Delivered online sales and increased conversion that increased 18% over the previous year in a challenging retail environment.

·Launched company-wide web and CRM initiatives; reduced costs 15%, while increasing sales 15% (incremental sales $70M) and profit 30% over the prior system. Utilized sophisticated segmentation, statistical analytics and web analytics to best leverage and optimize customers at all levels across over 400 campaigns annually.

·Managed client relationships and campaign development for variety of client merchandisers and brands, including Estee Lauder, Clinique, Bobbi Brown, BCBG, Free People, Burberry, True Religion and others.

·Rolled-out re-branding of Lord & Taylor credit card with new private label provider; enrollment up 18%.

·Have grown email database 700% in 1 year from 200,000 to 1,600,000 via leadership of email capture across all customer touch-points, email append and co-registration partnerships.

·Rolled-out 4 analytic tools to optimize 60 campaigns, enabling 20% reduction in campaign circulation. Resulting savings of $5M with a 8% sales gain.

Mar 2002 - Mar 2007

Director, CRM & Customer Loyalty

http://www.footlocker.com

Headed up loyalty, Internet, mobile marketing, credit card, direct and database marketing teams across 5 retail divisions. Company had no prior customer loyalty program or direct marketing function. Managed P&L and annual budget of $6M.4 direct, 12 indirect reports.Reported directly to SVP of Marketing

·Launched 4 retail customer loyalty programs for Foot Locker Inc.’s 3,500 stores in U.S., including integration with IS and store point-of-sale systems, marketing database build, store loyalty material development, program benefits & incentives, promotions, and partnerships.

·Revamped/led marketing programming for 5 retail websites, with annual revenues totaling $600M, including email, organic/paid search and affiliate efforts. Results: 25% growth in sales in 2006 with reduced costs of 23%.

·Optimized website navigation via usability studies and competitive research; realized superior conversion via applied web analytics and analysis.

·Managed Foot Locker, Kids Foot Locker, Lady Foot Locker, Champs Sports VIP loyalty programs and Footaction Star Club loyalty program, which generated ROI of 200%. Grew program from zero to five million members (now 11MM) in less than one year; $657M in loyalty sales.

·Introduced promotional retail direct mail and mobile marketing programs to Foot Locker, internally developing all campaign components, realizing 11% response and 200% return on investment. Reduced key data entry expenses by 50% and negotiated and partnered with other marketers to cover all loyalty card and material expenses.

2000 - 2002

Senior Director, Client Services & Marketing

Start-up venture marketing database catalog co-operative and vendor, providing targeted direct mail and email prospects to catalogers.Company was a direct marketing consultancy and vendor for catalogers and online marketers.

Successfully built and led team of Marketing Account Managers. P&L responsibility for all company projects, including direct & e-mail marketing. Managed 6 direct reports.

·Built Marketing and Client Service Departments from the ground up.

·Planned and executed campaigns for catalog clients, exceeding sales projections by 30% first year.

1998 - 2002

Vice President of Strategic Marketing

GE FINANCIAL SERVICES, COMMERCIAL EQUIPMENT FINANCING

World’s largest commercial equipment leasing and non-bank lending business.

Served as Marketing and Strategic Planning Group Leader. Promoted from Director of Marketing to Vice President of Marketing.Executed all customer acquisition marketing campaigns, program development, e-commerce, lead generation, mar-com, analytical, and segmentation programs. In charge of 10 direct reports. Managed a budget of $3M.

·Created business-wide CRM program and directed all direct and database marketing efforts, which positively impacted customer retention by 15% in year one ($800 million).

·Engineered and operated B-to-B telesales program, generating $70M in incremental revenue.

·Revamped annual Strategic Planning process, which resulted in a faster, streamlined accurate planning process, winning a GE Best Practice award

·Oversaw cross-functional team that created business’s website, which drove sales lead generation and reduced customer service costs by 20%.

·Led cross-functional team using statistical methods to segment customers using firmagraphic, behavioral and attitudinal data; identified new business resulting in over 300 opportunities and created competitive intelligence database.

·Won GE Capital Pinnacle Award (company’s highest award), resulting in promotion to VP.

·Received GE Commercial Equipment Financing Award of Excellence.

1993 - 1998

Accounts Director, Database Services Manager

CLARION MARKETING ADVERTISING/EXPERIAN

Senior account person with P&L responsibility for America Online, Merrill Lynch, Perrier and other top global consumer companies for direct marketing agency and database marketing consultancy.

Education

Education

BA

MBA