PROFESSIONAL  EXPERIENCE

P.S. MARKETING & STRATEGY, Upper Chichester, PA                                                  2013-2014
Marketing & Strategy Consultant
Work with business clients to create comprehensive solutions to translate goals and objectives into effective strategies and actionable tactics, or to solve specific organizational sales and/or marketing issues. Identify and develop processes that help to support strategic plans, and sales and marketing initiatives. Work with personnel to implement processes.
Key Accomplishment: Developed and implemented new outbound sales and marketing program, sales materials and processes for $70+ million Transportation Company.

• Identified and developed target industry list, with specific marketing and sales communication plans for each industry.
• Developed proprietary CRM system to manage and track prospecting activities including setting up automated post-sales customer communication workflows.
• Developed and implemented email marketing campaign plans.
• Initiated social media marketing plans.

BETHLEHEM SHARED SERVICES/CIGARS INTERNATIONAL, Bethlehem, PA      2014-2018
(Exclusive provider of marketing services for $250 MM industry-leading online and direct marketer of fine, handmade cigars, pipe tobacco and accessories, including 3 B2C online/catalog retailers, 1 B2B wholesale distributor, 1 online auction site, 4 brand sites and 3 retail stores.)
Marketing Director (2016-2018)
Developed and implemented customer acquisition and retention strategies to support strategic plans for all business units and acquisition channels, including print catalog, print media, digital advertising/retargeting, outside email list prospecting, marketplaces, affiliate marketing, SEO, as well as retail store in-market advertising. Responsible for driving the development of the annual sales forecast and marketing spending budget, including weekly business forecast and acquisition targets for 5 business units across multiple channels.
Key Accomplishment: Increased customer acquisitions 10% YOY in all channels including catalogs, print advertising, digital/online marketing, marketplaces, and affiliate marketing channels.

• Increased corporate customer retention rate by 6% YOY with introduction of new catalog and email marketing strategies.
• Increased catalog sales by 5% and profitability by 4% while keeping costs flat, by revamping segmentation and introduction of regression analysis segments.
• Improved email deliverability by 16% through introduction of improved list hygiene practices, consistent monitoring and incorporating inbox monitoring data into the reporting and analysis of campaigns.
• Increased on-site conversion by 5% on print advertising promotions by introducing web analytics data into reporting and implementing new landing page strategy that reduced bounce rates by 10%.
• Increased organic traffic by 20% YOY by working with SEO consultant to conduct site audits. Internally managed changes to web site by working with IT to remediate technical issues, and content teams to enhance web site content to optimize keyword search and organic results.
• Successfully migrated 5 business units to a more robust email marketing platform (CheetahMail) that is estimated to have a $3MM annual channel sales increase by increasing engagement, improving deliverability, optimizing in-box placement, and improving open rates.
• Core member on organization’s transition team to drive synchronized implementation of a new Enterprise Planning System, Warehouse Management System and Web Content Management System, including developing and documenting new processes, extensive testing, data migration, promotion set up, and remediation of post-launch issues.
• Key contributor on Web Steering Committee responsible for facilitating web site redesign to optimize user experience and increase conversion. Provided information, data, guidance, insights and testing recommendations for all e-commerce web sites.
• Hired, developed and grew a team of 5 inexperienced marketers.

Marketing Manager (2014-2016)
Developed and implemented acquisition and retention strategies and plans for catalog, print media and retail stores to support overall company initiatives. Managed $14MM+ in spending across 4 business units. Provided reporting, analysis and guidance for catalog merchandising and email marketing program.
Key Accomplishment: Reduced catalog costs by over $400K annually through proactive paper selection and procurement and use of USPS Postal Promotions.

• Increase catalog revenue 8% YOY, while decreasing costs by 5%.
• Identified and developed processes to improve catalog planning for 4 business units, including improving segmentation strategy, identifying thousands in previously unmailed segments, improving approach to list prospecting to increase acquisitions, and implementing a regression model.
• Initiated, developed and implemented the company’s first comprehensive social media strategy and plan that increased follower growth rate by 20%. Worked with external agency to expand strategy and provide consistent and ongoing social content that double follower growth rate, increased average post likes by 250% and post reach by 700%.
• Negotiated multi-year printing contract which helped to stem increasing costs, including substantial signing bonus, large annual rebates, guaranteed printing facility placement and use of high-density mailings.
• Developed and implemented marketing plan for retail stores that increased traffic by 5% and event attendance by 10%, including the use of new non-traditional tools.

 
CLEMENT COMMUNICATIONS, INC. (A Brady Corp.), Upper Chichester, PA        2001-2012
($16MM Safety Training and Communications Publisher)                                                                      
Vice President of Marketing (2005-2012)
Developed and managed all aspects of strategic planning including new product development; retention, reactivation and acquisition; web; e-commerce, direct marketing and trade show strategies for $6MM safety communication publisher.  Managed marketing staff of 3, editorial and design staff of 10 and numerous outside vendors.
Key Accomplishment: Developed and launched major change of strategic direction with projected 2-year revenue increase of 46%.

• Introduced new sales campaign structure that increased customer acquisition by over 300% in 6 months.
• Developed new product line that consistently produced 20-30% of monthly sales revenue and initiated custom product line that provided new revenue stream that grew to 15% of total sales within first 2 years.
• Implemented new customer retention engagement program that increased renewals by 13%, and new program quality standards that reduced cancellation rates by 50%.
• Participated and presented in sales meetings with over 20 top-tier clients that generated $1.5MM in annual revenue.
• Retooled trade show strategy increasing lead generation by 30% and growing annual revenue to 30% of new business.
• Migrated print product lines into digital and online products, introduced new software-based products, including training sales personnel and customers on product use.
• Develop “Sales Support” drive that digitally housed all sales materials, pricing, quote
• Developed pricing for all products including custom pricing “generators” for
• Developed and/or retooled all sales materials for sales teams including brochures, web pages, PowerPoint presentations, custom program, quote “calculators”, new product sales training materials and “proof of ROI” tools.  
• Developed partnerships with numerous vendors to incorporate new digital products to round out product line, providing a more comprehensive product offering to our clients.
• Assumed role of “Publications Director”, responsible for 30+ subscription-based content products. Set new editorial standards that reduced cancellation rates by 50%.
• Initiated development of “Thought Leadership” program that included interviews with industry leaders.

 
Marketing Director (2001-2005)
Developed and managed direct marketing strategies and promotional activity for product line of 12 newsletters. 
Key Accomplishment: Introduced new site license program that generated over $350K of revenue in first 12 months.

• Developed and managed direct marketing strategies, promotional campaign activity and subscriber growth initiatives for newsletter product line.
• Improved sales team efficiency by developing single-access directory for access over 400 sales tools.
• Reduced average client custom price quote turnaround time from 5 days to 2 days.
• Transitioned print newsletter into digital editions and added site license program;  increased sales by $150K in first 3 months.
• Accelerated ability to implement direct mail test results in subsequent mailings from 6 months to 3 months.
• Revamped existing product line and marketing materials to ensure consistency with customer expectations, stemming ongoing reduction in subscription renewals.

SPREE.COM, West Chester, PA                                                                                             2000-2001
(Online Shopping Site)
Senior Promotions Manager
Developed and implemented processes, materials and mailings for company marketing, sales, partnership, acquisition and funding efforts for early stage online shopping Web site. 
Key Accomplishment: Brought in 10 new product partners, 3 new corporate clients and new funding in first 3 months.

• Developed and implemented processes, materials, presentations and mailings for all company marketing, sales, partnership, acquisition and funding efforts for early stage online shopping Web site.
• Increased sales revenue by 30% in 6 months through creation of advertising marketing materials and process.
• Developed and executed trade show strategy that doubled new partner acquisition in first 4 months.

 
FRANKLIN MINT CORPORATION, Franklin Center, PA                                               1989-1999  ($500MM Direct Marketing Collectible Company)
Internet Marketing Manager (1999)
Developed, launched and managed first company web site. Develop, managed web site content update schedules and new product introductions. Managed all activities related to procuring images and content.
Key Accomplishment: Developed, launched and managed first company e-commerce web site with over 450 products across 14 product lines.

• Designed marketing infrastructure and online “story display” and created category structure and product mix.
• Developed and implemented processes and system for gathering assets and content from 14 different produce line teams, to ensure timely launch of new products.
• Created and executed marketing launch plan and product menu, resulting in $10K sales daily within first month.
• Recommended and implemented new promotional strategies that grew daily sales by 30% in first 3 months.
• Initiated and completed the first web sales analysis tool providing for effective ongoing product selection.

 
Program Marketing Manager (1998-1999)
Planned and implemented product development from concept through fulfillment for $60MM doll and collectible plush product line. Managed staff of 2 designers.
Key Accomplishment: Created and launched new plush product line that grew to $5MM in first 2 years.

• Prepared and managed product line budget and advertising spending for $60MM doll business.
• Created direction for product development that improved overall continuity of programs, reducing lead time on product by 2 months, and increasing backend annual sales revenue by 8%.
• Developed and implemented product portfolio plan and new product development from concept through fulfillment for over 150+ products per year, including development of all marketing, sales and collateral materials.

Group Marketing Manager (1996-1998)
Prepared and implemented annual marketing plan and product portfolio strategy for $250MM worldwide plate division. Managed staff of 4 marketing managers/analysts.
Key Accomplishment: Led advertising, sales planning and product development of top plate program in 1997-1998 that generated $9.8MM in sales revenue in 12 months. 

• Developed, implemented and executed new house list and media strategies that surpassed European annual plan target by $2MM. 

• Served as member of sales training team that provided weekly training sessions as well as one-on-one training for new employees in the sales/marketing departments.

​
Senior Product Development Manager (1995-1996)
Managed all aspects of product development for $250MM plate product line from concept through fulfillment. Developed and implemented annual plan, strategic menu and product line mix. Prepared and managed product line budget and spending. Managed staff of 4.
Key Accomplishment: Increased product success ratio from 11% to 46% over 6 months while maintaining profit margins. All other product lines in company adopted a portion of test strategy.

• Improved product line mix development by incorporating product sales analysis into the process. This process was later adopted by all other product lines.
• Reduced product ship delay in one month from $600K to $50K by implementing new process for product collateral fulfillment and promotion management. 
• Identified issues with accounts payable process of over-billing or double paying of artist fees.  Developed process to ensure accurate payment processing that saved $150K in costs annually.
• Developed new test and roll decision process tool that improved accuracy, decreased test to roll timing by one month and ensured product availability for roll activity.

Sales Manager (1994-1995)
Prepared and implemented annual marketing plan for North American plate division that accounted for 27% of the Franklin Mint sales in U.S. print media channel.  Routinely analyzed results of major publications and made recommendations for level of activity and forecasting drop offs.  Prepared reports and made presentations for senior management on progress and recommended new sales strategies.
Key Accomplishment: Successfully managed US print media channel that accounted for 43% of sales generation for largest product line in company (plate product line averaged $182 million in 1994 and 1995).

• Successfully managed US print media channel that accounted for 43% of sales generation for largest product line in company (plate product line averaged $182 million in 1994 and 1995).
• Developed and implemented successful strategy to insert strategy that generated $2 million a year with minimum promotion costs.
• Developed and presented annual sales marketing plan for North American jewelry division that was approved by the senior management team.  Typically the director performs this task.

Sales Manager/Analyst (1993-1994)
Scheduled and managed North American promotional overlap for jewelry division.  Prepared and implemented media and house list annual marketing plan for $30MM North American jewelry division. 
Key Accomplishment: Recommended and implemented new house list strategies that increased sales by 6% in one year.

• Identified and tested new jewelry programs that tripled media sales generation from previous year.
• Developed and presented annual sales marketing plan for North American jewelry division that was approved by the senior management team.  Typically the director performs this task.

Previous Positions at The Franklin Mint
* Sales Manager
* Sales Analyst
* Sales Planner
* Staff Accountant
* Audience Selection Analyst

education

Jack Welch Management Institute, Strayer University
Executive MBA (June 2021)

Ursinus College, Collegeville PA
Bachelor of Arts in Economics & Business Administration

EXPERTISE

• Strategic Planning
• Direct Marketing
• Product Portfolio Planning
• Brand Strategy
• Customer Acquisition & Retention
• Online/Digital Marketing
• Marketplace/Affiliate Marketing
• Customer Experience Optimization
• P&L/Budget Management
• Search Engine Optimization
• Email Marketing
• Business Analytics & Attribution

 Value Proposition Summary