VP/Director of Marketing, specializing in Business-to-Consumer (B2C) and Business-to-Business (B2B), with more than 10 years senior level Direct Response and Branding experience. Demonstrated growth and success in organizations from $2.3 to $186+ Million in annual revenues. Successfully advertised and marketed over $784 Million in consumer products and services sold. Proven accomplishments of increasing revenues and profitability while decreasing costs. Focuses on directing all aspects of multi-channel local to multi-regional campaigns with modest to 8-figure budgets.
Selected Career Achievements
Slashed one advertising co-op cost by $53,472+ annualized or 9.86% with creative testing.
Increased yearly channel responses by 2,914 / G/Revenue $5,243,996 or 78.18% annualized with offer testing.
Increased direct mail effectiveness by 47% by combining the "winning" elements of creative, offer and list selection tests for $186+ Million public corporation.
Acquired $500,000 in additional revenues within 6 months by actuating "dead responses."
Achieved 23% increase in Freshman applications by revamping creative execution of a private college's direct mail program.
Launched an innovative 3-letter cold-call strategy for an office systems company resulting in $350,000 in new business proposals during the initial one-branch test.
Customer Acquisition & Retention
Brand Launch / Positioning
Forecasting & Budget Preparation
Agency / Client Relations
Market Research & Analysis
Consumer / Trade Shows
Partner - Clements Marketing Group 2005 to Present
Long Island, NY
Marketing Consulting Agency specializing in both local and multi-regional B2C and B2B segments. Marketing group focusing in Customer Acquisition / Lead Generation and Brand Awareness through integration of multiple channel execution. Incorporating evaluation, creation, production, implementation, and testing analysis of marketing programs. The goal being to increase client's customers, brand awareness, market share, revenues and profitability.
Innovative Product Promotions - Acquired $500,000 in additional revenue (5.17% growth) within 6 months by actuating "dead leads" for a $9+ Million company.
Brand Awareness / Customer Acquisition - Lead Generation
Spearheading a $185,000+ national Yellow Page corporate/dealer program recommending placement strategy and implementing a unified brand awareness.
Instigating "per Inquiry" (PI) Radio and Internet campaigns.
Develop a "Dealer/franchisee" direct mail program for a national sunroom manufacturer.
Market Research & Analysis / Customer Acquisition - Lead Generation
Model B2B clients' customer base to determine common SIC codes and annual revenue; develop a marketing campaign targeting "look-a-like" companies" based on the results.
Profile B2C past customers to identify demographic characteristics for targeted future efforts.
Index B2C companies' historical inquiries and sales zip-codes to generate specific target geography for future programs.
Initiate PRIZM analysis for companies' customers for both co-op mailings, newspapers and out-of-home campaigns.
Marketing Channel Diversification - Direct multiple Internet lead generation (SEO, PPC, PPP) programs for 3 client companies to augment their existing customer acquisition campaigns.
Vice Presidnet Marketing - Bil-Ray Group 1997 to 2005
Long Island, NY
Northeast's largest privately owned consumer services company with $64 Million in sales with 8 regional offices. Recruited to implement new marketing strategies and channels reporting directly to the CEO. Integral member of the executive management team focusing on all facets of the existing business environment, including product and geographic expansion concentration on a balance between revenue growth and profitability. Prepared all corporate presentations for potential investors and acquisition/merger partners, executive summaries, and vendors. Successfully managed staff of 5 direct reports and 75+ reporting to them.
Fiscal Management / P&L Responsibility - Effectively executed $9.2 Million annual budget against $64 million in revenues for target of <15% ROI / Advertising Ratio
Multi-channel Strategic Planning - Reversed market stagnation by introducing mix of advertising media including: targeted solo direct mail (incorporating multi-variate regression analysis), co-ops, field marketing, website implementation, Internet Campaigns (PI banners and ads, co-registration and product specific Landing Pages with "opt-in" response devices partnering with key e-publishers), DRTV, PI Radio, Yellow Pages and telemarketing.
Revenue & Geographic Growth - Marketing, Sales and Production executive team increased revenues from $19 to $64+ Million in 7-year and 9-state expansion.
Slashed one advertising co-op cost by $53,472+ annualized or 9.86% with creative testing, annualized.
Increased yearly channel responses by 2,914 / G/Revenues $5,243,996 or 78.18% annualized with offer testing, annualized.
Brand Positioning - Region chosen as 1 or 4 for national brand launch test.
Customer Satisfaction - Instrumental in achieving the first-place ranking among 30 U.S. franchisees / licensees.
Senior Vice President Marketing - The Mktg. Dept. 1991 to 1997
Orlando, FL / Dallas, TX
Boutique Direct Response advertising and marketing agency. Brought in to lead group concentrating on direct response marketing in both B2C and B2B arenas in a vast array of industries. Revitalized commitment to branding, advertising, communication initiatives thus increasing customer awareness, loyalty and market share.
Competitive Product Positioning - Achieved 23% increase in Freshman application by revamping creative execution of a private college's direct mail program.
Revenue Growth - Enhanced annual revenues 87% for a private organization over 4 years.
Customer Acquisition - Launched an innovative 3-letter cold-call strategy for an office systems company resulting in $350,000 in new business proposals during the initial one-branch test.
Innovative Marketing Solutions - Investigated and instituted alternative niche vertical high-end consumer hobbies for an Insurance Agency and developed a direct mail package resulting in 17 - 24% appointment rate.