San Marcos, Texas (2011-present)

Developed and delivered an upper-level undergraduate course on Technology and Marketing, covering various aspects of Internet marketing, SEO, SEM and social media.

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.

Oklahoma City, Oklahoma (2009)

Responsible for internal and external communications and branding efforts, including Public Relations and Investor Relations, for this privately-held niche insurer.

Introduced social media strategies to Public Relations efforts, increasing the brand’s online presence by more than 300% and resulting in heightened media interest in the firm and CEO.

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%.

San Antonio, Texas (2005-2007)

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

Senior marketing strategist for the agency, as well as responsible for account services and new business development efforts.

Led new business development efforts to acquire multiple new accounts, including: AT&T, USAA; Clarke-American; Allstate Insurance; Allstate Motor Club; Argonaut Group; Time-Warner Cable; Medco Health Solutions; Steel Craft Corp; and Baptist University of the Américas.

Primary account lead for additional clients, including: Sea Island Shrimp House; The SCOOTER Store; US Air Force; and Volant Technologies. Provided guidance and coaching to account executives servicing remaining agency accounts.

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.

West Chicago, Illinois (2001-2002)

Aspen Marketing Services – the fifth largest marketing services firm in the United States, with more than 600 employees nationwide.

Responsible for account management and new business development for the $4 million SBC Communications (now AT&T) and GE Financial Services accounts.

A sampling of assignments include:

As awareness of identity theft grew increasingly large, GE Financial saw an opportunity to introduce a new service that provides consumers with an early warning that their credit information may have been compromised.

• Aspen began by naming the product – Identity Track – and developing its logo and visual identity, then created a variety of integrated communication vehicles to acquire new subscribers, including direct mail, HTML email, website graphics and telemarketing scripts.

In order to reach its Fourth Quarter 2001 sales goals, Cingular Wireless needed to actively promote its calling plans in SBC’s teleservices sales channel.

• Aspen developed and executed an integrated communications program – ‘Tis the Season to be Cingular – generating excitement and keeping Cingular top of mind with sales reps.

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.

Hoffman Estates, Illinois (1995-1997)

Responsible for developing and implementing strategies and products to maximize the revenue potential of the $175 million Away from Home product portfolio.

Formulated an Away From Home integrated strategy to stem the erosion of the calling card and operator services revenue stream.

• Based upon customer needs and industry analysis, the Integrated Strategy espoused a holistic vision for the entire Away From Home product portfolio, and provided the framework for ensuing product development, pricing and offer development efforts.

As the flagship Away-From-Home product, 1-800 AMERITECH required extensive improvements to be competitive with similar offerings in the market.

• Initiated various product, pricing, and offer enhancements to drive a 150% growth in revenue.
• Led a complete redesign of the overall customer experience to improve product usability, resulting in an 80% decrease in the number of customers requiring the assistance of a live operator.
• Negotiated an innovative outsourcing arrangement, generating an additional $18 million in revenue, slashing $10 million in expense, and providing $4 million co-marketing contributions.
• Introduced strategic pricing initiatives, resulting in a 70% increase in revenue.

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.