Writing Samples - CommPartners

Work History

Work History
Mar 2009 - Present

Director of Marketing

CommPartners LLC

Description: Technology company offering Webinars, virtual events, eLearning and Social Knowledge Communities to association and non-profit markets.Profile: 40 employees; $6.5 million annual revenue; $300,000 annual marketing buget; Team leadership of 7 people across 5 departments and 6 vendors.Responsibilities: Corporate branding, web site rebuild & management, strategic partnerships, new product/services marketing, Affinity program management. Online education, Webinars, events, advertising, PR, collateral development.Highlights: 20% increase in annual sales; 105% increase in managed web events; web site redesign & corporate rebranding with 25% increase in web traffic. Established high profile executive thought leadership. Identified & helped secure key strategic partnerships.

Accomplishments:

  • Increased operational throughput with creative sales channel development and retention marketing, resulting in a 214% increase in managed Web events, from 1,400 to 3,000 annually.
  • Managed highly successful corporate and web site rebranding and redesign; led cross-functional team of six internal employees and two outside vendors, resulting in compliments from biggest competitor; 15% increase in web site stickiness and 25% increase in site visitors.
  • Launched new services including first-to-market Knowledge Community sites to drive social networking, educational offerings, and conversation around eLearning efforts, resulting in 4 new clients.
  • Extensive contributions to web content, business cases, white papers, blog, editorial and presentations. Research, analysis and design of social media strategy.
  • Competitive and market research and analysis for positioning and pricing of new products/existing services.
  • Development of marketing plan, product launch, program budgets, client retention plan.
Jan 2007 - Aug 2008

Director of Marketing

http://www.eoriginal.com

Description: Electronic signature and vaulting software company for financial services (mortgage & auto) market.  

Profile: 38 employees; $2.5 million annual revenue; $60,000 marketing budget; team leadership of three employees and 12 vendors.

Responsibilities: Corporate rebranding, marketing plan & implementation, marcom, channel sales, vertical market sales, lead generation, events, thought leadership.    

Highlights: Rebranded company. Rebranding & messaging across sales & marketing channels. Web site rebuild & management. Increased lead generation by 100%. Positioned C-Levels as thought leaders.

Accomplishments:

  • Established strategic direction, rebranded company, and built multi-faceted marketing plan for direct and channel sales by vertical financial markets directly influencing ability to attract investors as well as win key customer contracts poised to generate 25%-35% of gross 2008 income
  • Drove all aspects of rebranding, marketing and web site redesign project; implemented SEO, analytics and tracking codes resulting in 25% increase in online leads within first 60 days
  • Led cross-functional teams in comprehensive lead generation campaigns, generating nearly 100% of all new leads for 2007, and driving leads and channel opportunities up 100% in Q1 2008
Sep 2007 - Dec 2007

Dirctor of Marketing

Artifact Software, Inc.

Description: Start-up software company offering hosted Software Development Management Systems (SDMS).   

Profile: 15 employees, three outsourced software teams, $500,000 annual revenue, $20,000 marketing budget. Lost funding after 90 days.

Responsibilities: Product branding & launch; online marketing campaigns; Self-service and direct sales programs; internal and outsourced call-center team management; Lead generation.   

Highlights: Created brand identity for flagship product. Aggressive lead gen campaign resulted in 212% increase; goal-busting sales & marketing campaigns accounted for five-fold increase in new customer trials.

Accomplishments:

  • Created new product brand, established marketing campaign and increased lead conversion to trial accounts from an average of 60 per month to over 300, within 30 days. 
  • Created integrated email and SEO/PPC marketing effort, generating 112% return
  • Managed outbound call centers in U.S. and India, generating 25%-30% of inbound leads
Feb 2002 - Jun 2006

Co-founder and Managing Partner

Banjo Baby, LLC, dba Baby Outfitters

Description: High-end baby boutique specializing in best-of-breed products offered through online and retail storefront.   

Profile: $1.2 million in annual revenue, 15 direct reports. 1,100+ SKUs, 6 exclusive product lines.  $250,000 funding procurement. Retail store & warehouse.

Responsibilities: Start-up Business and Finance Management; E-Commerce Development; Online Advertising; Unique Product Development and Marketing; Positioning; Branding; High Touch Sales and Operations Team Building and Management; Operations; Business Line Development; Promotions; Merchandising; Warehousing and Order Fulfillment; HR Management; Lease Contract Negotiations; Supply Chain Management; Growth Management.   

Highlights: Organically grew this successful business from sales out of my stroller, then my home, to a full retail/online operation with 15 employees. Grew online and retail revenue from $7,000 (Y1) to nearly $1.2M (Y5) in annual revenue.

Accomplishments:

  • Developed business plan, presented to financial institutions, securing $250,000 in growth capital.
  • Positioned company as experts in best-of-breed baby products, created “Mommy Tested” branding and promotions online, increasing month/month sales growth by more than 200% in first two years.
  • Managed vendor relations with over 400 vendors; Purchasing, warehousing, supply chain management; expansion of shipping and warehousing operations. 
  • Created Child Safety Seat Installation program, generating 75% increase in walk-in traffic, increasing average sale per customer by 50%, and contributing 15% to bottom line.
  • Boosted average profit margin from 28% to 48%; created explosive growth of over 200% year-over-year retail revenues and 700% increase in online revenues  in five years.
  • Created multiple revenue streams generating over 50% to annual revenue with up to 75% profitability
  • Designed custom products and promotions that garnered national PR and celebrity exposure and contributed 40% to bottom line.
  • Hired, trained and managed team of 15 employees and three outside professionals.

Skill Summary

Veteran Technology Marketing and Award-Winning Business Operations Executive with a winning track record as:

  • CXO (Chief Marketing; Operating; Personnel Officer) as the founder of a successful on-line/brick and mortar retailer, achieved $0 to $60K in just 6 months, to an enterprise at its close that was trending toward a $1.2MM revenue business.
  • Director of Marketing where I spearheaded strategy and brand management for industry-leading telecom, Webinar and eLearning/social media company.   
  • Director of Marketing for a ground-breaking financial software and services company, I lead the charge for rebranding strategy, ongoing brand management and marketing communications.
  • Co-founder and Partner in several entrepreneurial enterprises, where I lead the strategy and marketing charges from concept through financing, to profitability, expansion and sale.

Successes through diversity by:

  • Working in extremely competitive environments, generating multiple successes by taking leadership and cross functional roles to create and participate in matrixed environments that worked better than the way things always had been done
  • Creating new revenue streams by capitalizing on changing market conditions and identifying new, unexplored product niches
  • Driving substantial contributions to profits where budgets for marketing and sales were less than 4% of revenue, and the key to growth was through cooperative marketing and strategic partnerships

Selected accomplishments:

  • Lead marketing resource responsible for contribution to P & L bottom line representing over $1MM in annual value
  • Responsible for departments and projects that produced 40% increase in sales from new product development and marketing
  • Grew start-up businesses to more than 100X initial capital investment in less than 5 years
  • Repeatedly created stellar corporate and product branding, elevating sales to winning 20% more, and larger, contracts
  • Explosive lead generation programs that delivered 112% return on marketing efforts
  • Directly managed business operations and sales teams that produced a 200% Y/Y growth of online/retail sales
  • Consistently effected up to 25% increase in web traffic through effective site redesign, SEO, PPC
  • Successfully generated 100% increase in leads through segmented channel and direct marketing campaigns

Teams I have led produced the following results:

  • 20% annual sales revenue increase    
  • 20% increase in average net profit
  • Annual revenue growth y/y of 200%
  • 15%+ increases in average revenue/customer
  • 212% increase in lead generation
  • 20% new customer acquisition

Scope of management/financial (P & L) responsibility:

  • 15 direct reports; 5 department heads
  • $1 million marketing budget
  • $700,000 operating budget
  • 1,100+ item product line management
  • $30 Million annual revenues
  • Multiple lines of business and business formats (e-commerce/retail/professional service)

Scope of expertise:

  • Marketing Strategy/Business Development/ Leadership & Management/Business Ownership
  • Online Marketing & Media Planning/Buying/Direct Marketing Strategy & Management
  • Sales Program Development/Sales Management
  • Start-up Business Launch
  • New Product Strategy and Market Introduction
  • Tactical Marketing Management
  • Corporate and Product Branding
  • Team, Agency, Partner Management
  • SMB business growth strategy & management

 Teams under my purview have implemented marketing efforts that have brought industry leading growth to the companies I have worked for, including programs involving:

  • Exceptional execution of sales and marketing programs for new market/new product launches
  • Staffing restructuring that greatly improved efficiencies and morale
  • Product positioning and placement that gained national exposure and promotion
  • Process implementation and complete revamping of policies and procedures

Environments influenced by intense internal and external forces including:

  • Complexity often involved in company start-ups and reorganizations
  • Change of company financing occurring regularly
  • Massive budgetary cutbacks and heightened expectations for driving profitability
  • Undercapitalization of department and/or business
  • Direct competition from aggressive lower cost alternatives

Additional Experience

Director of Marketing, The Chapman Group, (sales/marketing consulting) Columbia, MD2000-2001

Real Estate Web Site Sales, ListingLink, Inc. [now Homefinder], Marina del Rey, CA1997-1999

MarCom Manager, Micronet Technology, Inc., (hardware) Irvine, CA1995-1997

Residential Real Estate Sales, Fred Sands Realtors [now Prudential], Santa Monica, CA1990-1995

Co-Founder and Partner, Aegis Development, Inc. (software), Santa Monica, CA1983-1990

United States Air Force, The Pentagon, Washington, DC1979-1983

Education

Education

Additional Credentials
  • United States Air Force, The Pentagon, Washington, DC
  • Continuing edcucation in email marketing, Google Analytics & AdWords, SEO and SEM implementation, DreamWeaver, Web site design and optimization, more
  • Recipient of 2005 Howard County Business Star Award for Outstanding Business Achievement
  • Member, International Webmasters Association, eMarketing Association, Greater Baltimore Tech Council (co-member); Maryland Scholars Instructor; Past member, National Association of Realtors, Los Angeles Press Club
  • Publications: Mehterian [nee], Michelle.“The QX-10 Book,” The Barian Company, ©1983, ISBN-10: 0915595001; ISBN-13 

In progress

UMUC

Bachelor's degree in Marketing in progress. I have two years of college level education.

Top Secret

US Air Force