Resume

Summary

• Innovative senior marketing manager with over 13 years of experience in both traditional and online marketing
• Demonstrated ability to create and execute new marketing programs from the ground up
• Skilled close-looped marketer able to connect sales and marketing effectiveness across multiple sales channels
• Experience creating and executing CRM, loyalty, and acquisition programs
• Email marketing expert skilled in creating targeted, dynamic, and event triggered email programs
• Proficient in the creation and execution of brand strategy
• Proven history of measuring results using ROI models and KPIs

PFSweb, Plano, TX
Senior Interactive Marketing Manager

• Building and growing PFSweb’s in-house interactive marketing and strategic services agency
• Attract new customers, increase conversion, and retain customers for PFSweb clients
• Grow revenue and profit via SEO, pay-per-click, affiliate programs, comparison shopping engines, site usability, mobile marketing, and email
• Perform site analysis, site audits, and site usability testing to provide best in class recommendations for PFSweb clients
• Develop marketing plans and strategies for a wide range of clients including: Proctor & Gamble, Lucky Brand, Liz Claiborne, Sunglass Hut, Roots, Carter’s / OshKosh B’gosh, and more 

RadioShack, Ft. Worth, TX
Customer and CRM Marketing Manager

• Directly responsible for growing revenue and profit from existing customers
• Hired to overhaul a low performing email marketing program and create new customer retention strategies
• Responsible for creating multi-channel strategies to drive online and in-store sales
• Create strategies to grow the email and direct mail lists while maintaining list quality
• Grew the in-house email marketing database from 400,000 subscribers to 4,000,000 in less than one year
• An integral strategist in “TheShack” branding campaign

• A key member the Hotels.com consumer marketing team responsible for increasing revenue, conversion, retention, loyalty, and acquisition
• Develop and execute strategic marketing plans
• Launched the acclaimed Hotels.com welcomerewards™ loyalty program
• Created, launched, and tested hotels.com first ever coupon code program
• Increased annual email revenue from $25 million to over $125 million
• Create, execute, test, and track all email messaging for Hotels.com and related brands, including bulk email, dynamic targeted email, transaction email, and event triggered email
• Develop best practices by testing various products, pricing, placement, and promotional strategies
• Create, maintain, and adhere to a rigorous campaign calendar for multiple brands
• Create strategies for email list growth while maintaining list quality
• Manage two employees

Belo Interactive (DallasNews.com and WFAA.com), Dallas, TX
Senior Marketing Analyst/Strategist   

• Defined problems, collected data and translated the information into business strategies and timely reports for 34 news and information websites in 18 major U.S. markets
• Defined, developed, and evolved strategic marketing plans
• Analyzed market data from primary, secondary, and syndicated sources
• Analyzed the effectiveness and efficiency of various advertising products and campaigns, then assemble new advertising recommendations and solutions
• Assisted with the development of product and rollout strategies by evaluating site visitation and industry trends
• Managed all aspects of the corporate sales intranet site
• Developed and managed sales materials and presentations

SMU – Cox School of Business, Dallas, TX
Various Positions, Details Following: 

 
Sales and Marketing Consultant, SMU – Cox, Division of Executive Education
After being laid off as the Internet Development Manager due to budgetary constraints, I returned to the Division of Executive Education to assist the understaffed department while I searched for another position. Responsibilities were similar to those performed as Sales and Marketing Manager from 1998-1999.    

Internet Development Manager, SMU – Cox, Communications Office   

• Managed all aspects of the business school’s web site
• Rearchitectured, developed, and maintained the entire Cox web site (2800+ pages)
• Developed Internet marketing and business strategies
• Coordinated projects with multiple outside vendors
• Created and coordinated email campaigns
• Measured site effectiveness and site changes using WebTrends

Sales and Marketing Manager, SMU – Cox, Division of Executive Education    

• Promoted seminars designed for business professionals and senior managers
• Created and implemented direct mail, print, radio, email, fax, and calling campaigns
• Analyzed and reported on advertising, promotion, and direct mail effectiveness
• Designed, developed, and maintained a registration, marketing, and CRM database of 30,000+ people
• Redesigned and maintained the executive education Internet site
• Assisted with the curriculum of two e-commerce seminars
• Managed three student employees

Metro Information Services, Dallas, TX
Professional Staff Recruiter    

• Recruited and hired computer professionals which included conducting personal interviews, editing and revising resumes, and negotiating and closing salaries

Plano Lincoln-Mercury, Dallas, TX
Sales Associate
   

Global Reach Internet Productions, Ames, IA
Marketing and Sales Coordinator (Internship)    

• Sold the services provided by the company: web page design, storage, and maintenance
• Gathered requirements from clients and assisted with the architecture and design of their sites
• Assisted with marketing, promotions, and pricing

Education

Bachelor of Science in Marketing, May 1997
Iowa State University, Ames, IA  

Computer Skills   

Additional Education

• Developing A winning opt-in Email Campaign, Padgett Thompson
• JavaScript for Non-Programmers, Rockhurst University – National Seminars Group
• MS Access Training – Levels 1-4, Knowledge Alliance
• SMU Certificate Programs:
  - First-Line Management Certificate Program (32hrs)
  - eCommerce Program: Foundation and Professional Tracks (192hrs)
  - eMarketing: Leveraging the Internet as a Strategic Marketing Tool (15hrs)
  - eBusiness: Planning and Developing E-Business Strategies (15hrs)
  - Marketing for Marketing Professionals: Developing and Implementing Marketing Plans and Strategies (15hrs)
  - Fundamentals of Telecommunications (15hrs)
  - Telecommunications Battlefield (15hrs)
  - Selling on Value, Not on Price (15hrs)
  - Sales Fundamentals Certificate Program (15hrs)
  - Starting A Business: Entrepreneurship Certificate Program (24hrs)

• Speaker, Email Tracking and Reporting, 2008 ExactTarget Route One-to-One Road Show
• Speaker, Email, CRM, and Analytics, 2008 ExactTarget Connections Conference
• Member of the Exact Target Consumer Advisory Board 2005 – Present
• President, DFW Iowa State Alumni Chapter 2000 – 2008
• Former Member of the Belo Interactive Employee Activities Committee
• Speaker, Database Marketing, 1998 Conference of Management and Executive Development
• Planning Committee Member, The North Dallas Chamber of Commerce Telecommunications Conference – 1998, 1999 and 2002