Frankie Russell

Summary

PRODUCT MARKETING & MARKETING COMMUNICATIONS EXECUTIVE

Conceptualizing & Launching Innovative Products and Corporate Initiatives That Increase Annual Revenues, Enhance Customer Satisfaction, and Expand Market Share For Startup & High-Growth Companies

Results-driven, accomplished manager with leadership expertise in promotions, events, product marketing, product design, corporate relations, marketing operations, new product development, and cross-functional team leadership. Repeatedly delivered new products and services to market and maintained mature products that exceeded revenue, sales, and business projections. Product life cycle and go-to-market brand strategist. Pragmatic Marketing, Software Development Life Cycle and Balance Score Card Trained.

Work History

Work History
2007 - Jan 2009

Senior Director Corporate & Product Marketing

BOXWOOD TECHNOLOGY INC

Boxwood Technology Inc. is the leading online career center provider for the association market. Revenues $11 million. Reported to the President.

Selected to join the senior management team for new, startup entity-challenged to launch new products and devise new corporate identity initiatives for online recruitment services in healthcare, finance, diversity, engineering and marketing verticals.

  • Launched National Healthcare Career Network and provided program management and strategic marketing plan for the re-launch of company's core product in four vertical markets; secured more than 150 top tier customers in the first year.
  • Wrote and executed industry-specific marketing plans for healthcare, diversity, marketing, travel and engineering vertical markets which supported more than 700 association clients. Developed strategic partner relationships to generate new revenues despite weak economic environment.
  • Developed new corporate identity, branding, website, and corporate capabilities presentations to support aggressive growth strategy-successfully released and launched new identity in the first 90 days.
2005 - 2007

Director of Product Marketing

INNOVECTRA

Innovectra provides pay-for-performance solutions for local businesses. Revenues $12 million. Reported to the VP of Marketing. 

Brought onboard to manage new product development and develop product launch strategy for a startup Internet services company. Supervised cross-functional team of 50 employees in key operating areas including Search engine optimization (SEO), Search engine management (SEM), product management, sales, customer service, provisioning and product training. Collaborated closely with product development professionals to evaluate customer requirements, formulate product offering, and identify customer benefits and product value.

  • Conceived, lead the team and created the results tracking for a pay-per-click business to offer lead sites to small businesses in
  • Orchestrated final product delivery, packaging, pricing and marketing promotions for timely product launch; efforts helped secure over 300 customers in first four months.
  • Responsible for travel, transportation, healthcare, home industry marketing plan for increasing web traffic to small business leadsites.
  • Served as spokesperson and played instrumental role as member of senior management team in driving steady revenue stream through 600 contracted customers.
  • Developed leadsite content, processes for capturing promotional information and reporting to determine the effectiveness of the product.
1997 - 2007

President

METROIMAGES, LLC & Out-Of-The-Box Marketing, Inc.

MetroImages & Out-of-the-Box Marketing provided marketing planning and execution to small businesses. Served as President.

Delivered high-level strategic marketing, corporate branding and public relations services to B2C and B2B clients in the Washington DC metropolitan area. Partial client list includes SheaHedges Group, Euro RSCG Magnet, Network Solutions, Verizon, Johnson & Johnson, and US National Slavery Museum. Representative projects:

  • Generated $50 million and exceeded annual revenue goals by 120% through delivery of integrated marketing plan that incorporated seminar/webinars, tradeshows, media relations, advertising and telemarketing for Technology Company.
  • Enhanced company reputation and brand awareness for video surveillance company that resulted in multi-year $2 million contract with United States Customs.
  • Raised $800K in funds to support Museum's Capital Campaign.
  • Identified viable target market and formulated strategic marketing and tactical plans to support long-term sales objectives for software services company. Defined B2B and consumer market metrics and developed market penetration goals.
  • Obtained prime coverage in trade, local, national and international publications for various clients by teaming with advertising agencies. Facilitated vendor selections, developed media training plan, and oversaw media relations.
2000 - 2002

Director of Marketing & Product Management

NEUSTAR

NeuStar provides trusted, neutral, and essential clearinghouse services for communication service providers. For 2007, annual revenue was $121million. Reported to the VP of Marketing. Supervised three direct reports.

Managed the new product launch and marketing strategy related to Carrier Access Record Exchange (CARE) product for startup company. Developed sales and end-user branding and collateral and implemented public relations and regulatory plan.  Hired, coached, and supervised team of five.

  • Produced $5 million in annual revenues and gained 200 customers in 4 months through successful launch of new product, website promotions, and customer acquisition strategy.
1997 - 2000

Group Manager, Product Marketing Management

NETWORK SOLUTIONS

Network Solutions® focuses on helping small businesses start and market their businesses on the Web. Reported to the Exec VP Product Marketing. Supervised four direct reports.

Recruited as marketing consultant and retained to lead product marketing management. Partnered with senior management team to develop product packaging, pricing, corporate communications, and marketing promotions. Led team of six professionals in market research, competitive analysis, and market launch efforts.

  • Generated $4.5 million in new revenues in first year of operation by bringing six new products to market with effective market timing, targeted marketing strategies, and external communications.
1990 - 1997

Marketing Manager

VERIZON COMMUNICATIONS, INC.

Verizon is a leader in delivering broadband and other wireline and wireless communication innovations to mass market, business, government and wholesale customers. For 2008, annual operating revenues were $97.4 billion. Reported to various directors and vice presidents.

Promoted to lead product development and new business installation for fraud management center over 18-month period. Worked on key corporate initiatives related to new product development, product pricing, sales collateral and marketing materials. Facilitated cross-functional team of 45 employees.

  • Supported new market penetration into multi-billion dollar healthcare, long-distance, travel and Internet industry initiatives though efficient market studies, business analyses, strategic plans, and partnering programs. Established and marketed new $17-million fraud center saving more than $5million in lost revenues in its first year of operation

Previous company experience gained through increasingly challenging roles in new product development, product marketing, event planning, and marketing programs in U.S. projects and in Rome, Italy and Geneva, Switzerland.

Education

Education

B.A., Business Management and Marketing

National Louis University

M.S., Candidate Engineering Management

The George Washington University