Campbell-Ewald Advertising

San Antonio, Texas (2009-2010)

Responsible for leading the interactive/digital marketing account services team on the USAA account.

• Led the effort to conduct a comprehensive review of client’s email tactics, including: quantitative and qualitative analysis of targeting, creative, production, delivery, and measurement processes; and competitive and best-in-class benchmarking.
• Identified and developed marketing strategies for client’s mobile phone functionality and social media efforts.

ASENZ Marketing

San Antonio, Texas (2007-2009)

ASENZ Marketing – an interactive agency with a proprietary SaaS online marketing platform. Offices in Asia and North America.

Responsible for creating US and Canadian sales and support channels for the ASENZ360 online marketing platform.

Recruited sales affiliates throughout the US and Canada, negotiated resale agreements, and assisted the sales and training efforts of channel distributors.

• Developed the channel acquisition and messaging strategy – relying heavily on social media – to enable a rapid nationwide rollout of the ASENZ360 platform, and establish the foundation for achieving the firm’s scalable growth objectives.
• Recruited and managed a network of more than forty US and Canadian affiliate distributors in the first 12 months, exceeding channel growth objectives by more than 20%.

Gateway Marketing International

Arlington Heights, Illinois (2002-2005)

Gateway Marketing International – a full-service marketing agency launched in August 2002, with clients from industries as varied as banking and financial services; travel services; public television; magazine publishing; and a professional soccer team.

One of two founding executives, responsible for new business development, account services and financial management, growing the agency to $10 million in billings within the first twenty four months.

Led the efforts to successfully land multiple new accounts including: AAA Chicago; Allstate Motor Club; CoreComm; Prudential Financial; USAA; and WTTW 11 PBS Chicago.

Responsible for servicing most of the above accounts, as well as the GE Financial and portions of the SBC (now AT&T) accounts.

• Ensured the growth of account revenue streams while expanding Gateway’s presence throughout its clients’ organizations.

Provided marketing strategy and creative direction to creative services staff.

Established and managed basic financial processes until a full-time CFO was hired in October 2003, including:

• P&L reporting; managing A/R and A/P; and calculating commissions for sales executives.

UPSHOT! Marketing

Chicago, Illinois (1997-1999)

UPSHOT! Marketing – an integrated marketing agency that supports its clients by developing marketing strategies and brand-building promotions.

Responsible for leading the $6 million account relationship with SBC Communications (now AT&T).

Led an account management team of twelve in support of a wide variety of marketing initiatives, a sampling of which include:

While SBC’s plan for launching its new long distance service in Texas relied exclusively on traditional channels for acquiring new customers, UPSHOT’s insight was that an alternative sales channel based on the strength of the SBC brand could be highly effective.

• Led the effort to deploy a 150 person Direct Sales force for Southwestern Bell Long Distance, creating high-visibility sales events executed throughout Texas, and supported by media merchandising, sponsorships, and advertising.
• Over 130,000 sales orders were processed in the first six months of field operations.

With the Yellow Pages suffering from decreasing market share and increased competition, SBC needed to reinforce the completeness and immediacy of its Yellow Pages with consumers in key markets.

• UPSHOT created and executed an integrated media merchandising and event marketing effort to demonstrate the ease and usefulness of the Yellow Pages as an idea source, and to develop a consumer preference for SBC’s publication.

AT&T Consumer Markets Division

Basking Ridge, New Jersey (1995-1997)

Led a strategic initiative to migrate more than $1 billion in calling card revenue from local telephone companies calling cards to the AT&T Calling Card by the end of 1997. Developed the acquisition, stimulation and retention marketing strategies to achieve this objective.

Over 5 million new cardholders were acquired, exceeding sales targets by 25%.

Led a team of fifteen to plan and execute over twenty nation-wide programs, with an annual marketing budget of $40 million, and integrating direct mail, telemarketing, mass media and event marketing.

Achieved dramatic increases in marketing effectiveness, including a 40% improvement in telemarketing cost per sale, as a result of refinements to positioning, offer development, segmentation, and customer contact strategies.

Conceived and led an integrated telemarketing/direct Mail acquisition program leveraging “just in time” database marketing, resulting in the most successful AT&T Calling Card acquisition program ever brought to market.

• Precision targeting and carefully researched messaging combined to generate telemarketing sales rates in excess of 80%, and 8% direct mail response rates.
• Over 1.5 million new AT&T accounts were acquired between May 1996 and March 1997 through this ground-breaking program.