Pilot Marketing Strategy

A seasoned marketing/sales leader with a technology and services background, strong analytical skills, and a history of results-driven performance.

Career path reflects experience in myriad environments and corporate cultures: multinational corporations, small-to-mid agencies, and start-ups.

Proven expertise in marketing strategy, customer segmentation and analysis, digital marketing, social media, traditional media and communications, international marketing, sales channel development, sales enablement, partner marketing, and product management.

CAREER HIGHLIGHTS

  • Generated $900 million in revenue through innovative, just-in-time database marketing programs
  • Generated $100 million in revenue through new product introductions, innovative pricing and product lifecycle management
  • Recruited and managed a North American network of 40+ distributors for a SaaS online marketing platform, exceeding objectives by more than 20%
  • Structured, launched and helped lead a start-up advertising agency, growing to $10 million in billings in its first 24 months
  • Developed and executed integrated campaigns to support Vonage’s trial entry into the Brazilian market

EDUCATION

Rutgers University – Master of Business Administration in Finance
Rutgers University – Bachelor of Science in Mechanical Engineering

PROFESSIONAL EXPERIENCE

Pilot Marketing Strategy, LLC; Principal/Consultant
2005 – present
Management consultancy developing marketing strategies, defining product offerings and positioning, creating brand platforms, and delivering digital marketing/social media solutions for clients throughout the US and EMEA.

  • AP Gas & Electric/Houston, TX (2016-2017) - Led digital marketing and online funnel optimization efforts, including strategic planning, campaign planning/execution, and results tracking and analysis. Improved online sales conversion rate from 1% to over 20% through dynamic messaging, UX improvements, and conversion optimization. Increased Organic Search Clicks by 67%, and Pageviews by 33%, through SEO best practices - including deployment of structured data. Deployed new website in Hubspot, improving messaging and UX, and significantly lowering bounce rate and increasing visitor engagement.
  • Texas-based Digital Agency (2015): Led the agency in executing a strategic pivot from SEO/PPC to Inbound Marketing. Provided a roadmap for developing an in-house Lead Gen capability, including process flows and work tools, for agency to deliver Demand Gen solutions. Evaluated and recommended a marketing automation platform to support the agency’s projected Lead Gen/Lead Nurturing needs.
  • PEER1 Hosting/San Antonio, TX (2012-2013): Completed a variety of social media and digital marketing assignments. Defined requirements for community management and social media listening/engagement capabilities; researched and evaluated 16 social media analytics, work-flow/CRM, and reporting packages; recommended platform best suited to client’s operational requirements. Evaluated client and competitors’ PPC and landing page effectiveness, lead gen strategies, and overall compliance with best practices. Identified potential opportunities and strongest competitors for each keyword phrase, and recommended improvements to increase prospect inquiries and conversion.
  • Socialmatica/Los Altos, CA (2011-2012) – interim VP of Sales: Responsible for channel development and sales for a social media analytics SaaS platform. Designed lead gen and sales processes, implemented consistent messaging platforms, and led prospecting/sales efforts, resulting in a 168% increase in sales funnel activity.
  • BancInsure/Oklahoma City, OK (2009) – interim Director Corporate Communications: Responsible for internal and external communications and branding efforts, including Public Relations and Investor Relations, for this privately held niche insurer.
  • Texas-based Not-for-Profit Organization (2008): Led strategic planning sessions for the Board and Executive Management team. Helped to establish 3- and 5-year plans as the foundation of the organization’s tactical planning and execution.

Tangoe; Director, Alliance Marketing
2015 – 2016

Led global partner marketing efforts for TEM software multi-national partners, including: AT&T, Fujitsu, HPE, IBM, SAP, and Verizon. Developed partner marketing strategy, and secured partner participation in sales enablement campaigns – using online “explainer” videos, events, and collateral – to increase partner sales of joint service offering.

Vonage; Senior Marketing Manager, International Markets
2012 – 2015

Led the go-to-market strategies, segmentation, campaign and promotional plans, messaging, and management of media budgets.

  • Developed and executed integrated campaigns to support launch of Vonage Brazil, reflecting a mix of TV, Print, Paid Search, Display Advertising, Social Media, Online Video, and Email.
    • Led the creative development and production efforts of multiple Brazilian agencies.
    • Decreased the cost of acquisition by 80% through testing creative concepts, messages and offers, optimizing media strategy by pivoting to digital channels.
    • Improved online user experience using micro-sites and segment-specific landing pages, resulting in 3x increase in conversion rate.
  • Developed and executed an integrated digital messaging/offer strategy to promote Vonage service in 34 countries, employing a mix of Paid Search, Display Advertising, Social Media, Email, Affiliate Marketing, and Partnership channels.
    • Achieved 115% of annual revenue and sales goals, delivered at 50% of the budgeted fully-loaded cost per sale.
    • Increased online conversion 7x by optimizing messaging, offers, digital media, and online user experience.
    • Executed mix of social media initiatives including a unique “Military Spouse” influencer program that recruited Military bloggers to promote Vonage.
    • Recruited and negotiated “pay for performance” partnership agreements with segment-specific organizations (e.g. Federation of American Women’s Clubs Overseas, American Foreign Service Association).

Texas State University; Adjunct Professor
2010 – 2012

Developed and delivered a 3-credit, upper-level undergraduate course covering various aspects of digital marketing and social media, including: the history of the Internet, the importance of Google as a marketing channel; the theory and practice of SEO, SEM, and affiliate marketing; social media marketing and platforms; and website UX best practices.

Cambell Ewald Advertising; SVP/Managing Supervisor
2009 – 2010

Responsible for leading the account services team in support of USAA’s interactive/digital marketing of insurance and financial services. Led a comprehensive review of client’s email tactics, including: quantitative and qualitative analysis of targeting, creative, production, delivery, measurement processes; and best-in-class benchmarking.

ASENZ Marketing; various
2005 – 2009

Vice President/Sales & Channel Development (2007-2009): Created 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%.

Vice President/Account Services (2005-2007): 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.

Gateway Marketing International; Executive Vice President
2001 – 2005

One of two founding executives, responsible for new business development, account services and financial management to grow start-up agency to $10 million in billings in its first 24 months.

  • Led the efforts to successfully land and service multiple new accounts including: AAA Chicago; Allstate Motor Club; AT&T; CoreComm; GE Financial; Prudential Financial; USAA; and WTTW 11 PBS Chicago.
  • Provided marketing strategy and creative direction to creative services staff.
  • Established and managed basic financial processes until a full-time CFO was hired.

UPSHOT! Marketing; VP Client Services
1999 – 2001

Led an account management team of eight in support of the $6M AT&T promotional marketing account.

AT&T; various
1987 – 1999

Product Group Director (1997-1999): Generated $100 million in revenue through new product introductions, innovative pricing and life cycle management.

  • Formulated an Away From Home integrated strategy to stem the erosion of the calling card and operator services revenue.
  • Initiated product, pricing, and offer enhancements to drive a 150% growth in revenue.
  • Led a complete redesign of the 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.

Marketing Director (1995-1997): Led a strategic initiative to generate more than $900 million in calling card revenue. Developed the marketing strategies and campaigns to acquire more than 5 million new cardholders, exceeding sales targets by 25%.

  • Led a team of fifteen to plan and execute more than twenty integrated marketing programs with an annual marketing budget of $40 million, leveraging direct mail, telemarketing, mass media and event marketing.
  • Achieved dramatic increases in marketing effectiveness through refinements to positioning, offer development, segmentation, and customer contact strategies.
  • Conceived and led a “just in time” database marketing campaign that resulted in telemarketing sales rates in excess of 80%, and 8% direct mail response rates.

Global Marketing Strategy Manager (1992-1995): Developed the techniques, tools and training to enable global execution of sophisticated direct marketing programs for the $400 million division of AT&T serving non-US based markets.

  • Defined the Global Database Marketing Strategy, provided the strategic direction, managed a $4 million budget, and led the delivery of a desktop database marketing application to allow overseas marketers to create, execute and evaluate the effectiveness of their marketing programs.
  • Conducted training seminars throughout the world on direct marketing and marketing effectiveness. Counseled market managers in more than 35 countries on maximizing program effectiveness and ensuring measurable results.

Consumer Services Financial Manager (1990-1992): Led the development of sophisticated financial models to analyze the profitability of mobile-intensive consumer market segments that enabled – for the first time – marketing decisions based upon impacts to net income rather than revenue.

Corporate Strategy Senior Analyst (1987-1990): Internal management consultant specializing in financial analysis and financial systems design. Led the design and development efforts for multiple systems, and responsible for overall project management and compliance with accepted principles of finance and accounting.