Career Summary

Accomplished senior level executive with over twenty years’ experience specializing in digital and direct response advertising for both B2C and B2B brands. Well versed in digital media, e-commerce, technology, strategic planning & executing, tracking, reporting and analytics. Driven to achieve goals using data and analysis to inform future strategies and campaigns. 

An excellent communicator, both written and verbally. Results oriented, energetic, organized, take charge leader, efficient trouble-shooter and problem solver. 

Career Highlights

  • Developed, implemented and maintained a marketing and sales system that drove more than 200 appointments for sales calls while reducing the cost to acquire those appointments by 26% since early in 2013
    • ROI on sales (above) generated was $3.84 for 2014
  • Managed the build and execution of reporting platforms to drive increased value to clients while simultaneously decreasing staff costs
  • Spearheaded the development of the Analytics & Reporting and Technology groups at BKV
  • Consistently beat ROAS goals for Harrah’s Casino’s account for over 5 years for all properties under management
  • Managed the development of websites, mobile sites, and apps

Work History

Work History
Aug 2012 - Mar 2015

VP Marketing

Response Mine Interactive
  • Developed, implemented and maintained a marketing and sales system that drove more than 200 appointments for sales calls while reducing the cost to acquire those appointments by 26% since early in 2013
    • ROI on sales generated was $3.84 for 2014
  • 98% of all new leads into the system were “net new” leads where previously 100% of leads were based off of tired referrals
  • Managed multiple external agencies and partners
  • Directed internal and external creative resources
  • Lead all content and social media efforts
  • Planned and executed monthly corporate newsletter
  • Requested speaker, and writing contributor to Agency Post and Boomer Reviews
  • Certified B2B Marketer – Marketing Sherpa
  • Achieved basic Systems Dynamics Proficiency
Dec 2010 - Dec 2011

Account Director

Definition 6
  • Developed social media strategy for Mitsubishi professional segment with a goal of educating and engaging distributors on the Mitsubishi technology platform
  • Managed group of accounts, specializing in digital media campaigns, creative design and development in both rich and non-rich formats
  • Reduced annual cost per lead goal by 75% and achieved annual lead goal in 3 months
  • Managed matrixed team of Project managers, Account managers and Subject Matter Experts
  • Launched multiple websites and iPad Apps for Fortune 500 clients, each with Social and SEO best practices incorporated during development
  • MEDocs & MENews for Mitsubishi (proprietary Apps)
  • Clients include: Amtico International, VeriFone, Mitsubishi Electric, Primedia, Storage Post and Technical Innovation
Aug 2000 - Mar 2010

VP Management Supervisor

BKV, Inc.
  • Harrah’s Entertainment: Directed a 14-person agency team managing the company’s largest and most profitable digital media account, from initial strategy presentation to detailed media planning and execution, during a period that saw client grow revenue from a test budget to a $15 million media account lasting six years. This client represented 27 properties in over 15 markets and grew consistently throughout the full duration of account management.  Consistently beat all ROI goals with a standard return of 10 to 1 for booking hotel rooms.  Developed cutting edge brand campaigns to support multiple Harrah’s brands and amenities.
  • Cutting edge SEM and SEO strategies
  • Micro-segmented behavioral targeting using dynamic ads
  • Paid social media campaigns
  • Mobile marketing
  • After Hours Formalwear: Directed all strategic marketing programs (450 retail locations in 35 states) consisting of a marketing budget of $5-8 million annually. Met or exceeded agency cost per registration goals consistently across all media.  Sold client on benefits of migrating into digital applications.  Oversaw client transition from traditional media to digital including the development of a 200+ page e-commerce website.  Managed client database and (e)CRM program including e-mail, direct mail and outbound telemarketing programs. 
  • Other accounts included such clients as LasikPlus, ARS/Rescue Rooter, CCS Medical, EarthLink, Prison Fellowship, Line-X and Applica (Black & Decker Products).
Jun 1997 - Jan 2000

Sr. Account Executive

The Lacek Group(Ogilvy One)
  • Delta Air Lines, Inc./SkyMiles Account Team.
  • Managed successful redesign of Delta Air Lines SkyMiles® and Crown Room Club member collateral.
  • Managed budgets for SkyMiles and Crown Room Club in excess of $10 million dollars annually
  • and consistently delivered budget savings and cost-cutting measures to Delta.
  • Effectively planned, coordinated and implemented new member credentials mailings to over 650,000 Medallion™ customers and 3 million general members annually, under time and under budget.
  • Authored various strategic points-of-view for airline customer communications and operational management.
  • Trained and mentored junior account staff in client relationships and agency workflow procedures.
  • Four years’ experience in print production and two years’ experience with lettershop management including developing production and implementation timelines.

Education

Education
2013

Talk So People Listen SM

Speakeasy
2012

Certified B2B Marketer

Marketing Sherpa

Bachelor of Science

Kent State University

English Education

Bachelor of Arts

Hiram College

English