Experienced marketing executive with proven track record of achieving business objectives. Areas of expertise include strategic market planning, professional services, branding, public relations, event planning, technology marketing and advertising.Implemented marketing programs that have grown revenue by accurately targeting niche markets; increased market share by effectively qualifying and converting leads and increased brand recognition using public relations.
Apr 2009 - Present
Managing DIrector Marketing & PR
Responsible for managing and developing client accounts. Deliver marketing needs assessments, develop & implement strategic marketing plans, design public relations campaigns, design collateral materials, corporate presentations and trade show strategies. Also responsible for all major account presentations, C-suite consulting and providing outsourced CMO services.
- Challenge: Northeast Vintner - To effectively introduce new wine for Hispanic market.
- Solution: Developed strategic marketing plan for the cost effective introduction of new wine. Activities included consumer focused research, analyzing beverage industry trends, designing bottle label, product name, developing collateral & POS signage, and identifying strategic partners.
- Result: Highly successful introduction with initial sales surpassing objectives by over 15%.
- Challenge: NY Metro Medical Center - To encourage target population to take Rapid HIV test.
- Solution: Developed public relations and communications plan for identified population. Conducted consumer preference research, designed & developed collateral materials, posters and discussion guides.
- Result: Program resulted in measureable increases in both provider/patient discussions & administration of testing services. Average monthly growth rate is 65% better than 2009 & 55% better than goal.
- Challenge: For Profit College - To increase applications from targeted populations.
- Solution: Developed marketing plan targeting diverse potential student segments. Designed collateral materials, Web site content, public relations strategies and recruiter training.
- Results: Program resulted in 14% increase in accepted student applications from target market & 24% increase in overall applications.
- Challenge: Professional Services Firm - To increase market share among WMOB sector.
- Solution: Developed Strategic Pursuit Plan for networking, Public Relations & direct marketing.
- Results: Initial activities have increased leads by 40% and generated over $60,000 in new revenue.
- Challenge: Business Services Firm - To increase brand recognition and meet budget constraints.
- Solution: Designed collateral material & Web based commercial using royalty free stock footage and internal design and copywriting team.
- Results: Delivered effective marketing materials while saving over $55,000 from prior year budget.
Jul 2008 - Feb 2009
Vice President Marketing & Strategic Planning
Chief marketing officer for all GCG business units and product/service lines. Developed national marketing plan, implemented extensive public relations program, initiated business development & sales support activities. Formulated strategic growth plan for international expansion. Managed marketing department staff, advertising agency, consultants, vendors and suppliers.
- Developed & implemented Strategic Marketing Plan & PR Program resulting in new business development strategies and over $100,000 in unpaid media mentions.
- Delivered Seminar Marketing Program resulting in successfully increasing attorney referrals by 20%.
- Developed sales support portal resulting in decreased proposal preparation time and increased sales productivity as measured by RFPs responded to & presentations conducted.
- Centralized marketing operations resulting in 30% savings in budgeted costs.
Jan 2003 - Jun 2008
Director Marketing & PR
- Developed & implemented multi-year Strategic Marketing Plan & PR Program resulting in a cost effective integrated marketing program with significant growth in branding
- Delivered Seminar Marketing Program to successfully increase referrals
- Developed Practice Group Sales Presentations resulting in higher quality proposals
- Authored Bylined & Ghosted Articles in selected industry publications
- Implemented a new Print & Digital Newsletter marketing program
- Managed Public Relations Program resulting in greater exposure and placements
- Developed Advertising & Collateral Materials – including Best of LI Award winners
- Created Direct Marketing Program to increase brand recognition, lead generation and response rates
- Identified & Developed Strategic Alliances with professional services providers
- Delivered revenue generating marketing services to external clients
1991 - 1993
Responsible for all marketing activities including branding, advertising, events and strategic alliances.Developed marketing plans and campaigns for specific product lines working closely with Senior Vice President of Sales and Division President to establish evaluation and ROI criteria. Created a comprehensive suite of marketing activities that included Strategic Marketing; RFP Responses; Presentations & Seminar Marketing; Trade Shows; Public Relations; Advertising & Collateral development; Strategic Alliances & Channel Partnerships; National Account Management; Direct Marketing; Budget & Quota Objectives.
- Participated in the successful closing of over $25 Million in new client business
- Developed marketing plans and PR programs to increase market awareness and brand differentiation
- Identified niche markets, regional and international expansion opportunities
- Developed strategic channel partnerships to expand service offerings
- Designed collateral material, participated in product/service design, delivered conference presentations, and developed competitive analyses
1989 - 1991
Citicorp Information Resources
Responsible for the creation of marketing plans for payroll outsourcing business. Activities included business development, competitive analysis, market research and direct marketing campaigns. Established clearly defined target markets, prospect profiles and value propositions. Significantly enhanced brand by implementing a highly successful seminar marketing program and several B2B product specific campaigns.
Ad designed to increase awareness of HIV Rapid Test & encourage test administration.
Sample creative - Web & Print ad. Also used as catalog cover.
Web Commercial executed using the xtraNormal platform
Spanish language Web & Print ad
Spanish Language Web Commercial executed using the xtraNormal platform