Analyzed customer attrition rate cross-tabbed by account type, account size (fund size), and membership duration. Created charts and slides to be presented to board members.
Created an online survey measuring customer satisfaction and product enhancements.
Using Google Analytics / Coremetrics and competitive analysis, analyzed the Account Opening process, developed recommendations for changes, implemented best practices, and streamlined the customer experience.
Targeted the 50 most influential industry bloggers and engaged in dialogue for mentions on their site.
Interactive Marketing Manager
Developed, implemented, and tracked all internet marketing strategies, measured daily by new leads generated.
Maintained customer databases and communication plans.
Wrote and edited web site content, updated site daily.
Wrote copy, designed, and distributed e-newsletters (~13,000 B2C and ~8,000 B2B).
Managed social networking efforts, including blog and video content.
Communicated with outside vendors and agencies for ongoing SEO and PPC initiatives and local advertising.
Analyzed web statistics for conversions and success of various email campaigns.
Developed and executed a quantitative market research survey to evaluate customer requirements, customer attrition, and decision triggers.
Resulted in a $140,000 annual savings to marketing budget.
Redefined direct mail campaigns, and messaging for client acquisition.
Led the cross-functional team on the implementation of a Drupal CMS and three new web sites including two B2C sites and a B2B paid subscription site with multiple levels of access.
Worked with the graphic designer to create the layout and user interface for each page.
Developed the site’s wireframes and taxonomy.
Trained all internal clients on using the CMS.
June 2006 – Jan 2008
Published 5 industry reports, 130+ company reports, and secured 9 conference events in one year.
Managed 5 professional staff.
Drafted press releases and managed the PR Agency relationship.
Completed web site re-design, content creation, and launched subscription based web site with multiple levels of user access.
Generated over 3,000 new web site members.
Feb 2004 – May 2006
Strategic Marketing Manager
Produced the division’s annual strategic plan based on competitive analysis, customer segmentation, and macro and micro economics. Made recommendations to executive team regarding market opportunities.
Worked with architects and marketing team to develop a new product concept.
Created the strategic plan that resulted in the division acquisition of a $20M land parcel and emergence into a new market that ultimately generated over 60% of the division’s business.
Gathered and analyzed competitive, demographic, and economic data for new marketing programs and feasibility studies that secured land pipeline through 2008.
Managed the division’s feasibility process. Recommended market positioning, product, pace, and price. Averaged three feasibility approvals per year, resulting in increased capital allocation for the division.
Obtained approval for a $50M parcel slated for a new targeted consumer as well as a $45M land acquisition that put the division in a new market and customer segment.
Acted as the division’s Customer Advocate throughout the feasibility process to ensure decisions were both profitable to the company and in the best interest of the customer.
Provided consumer driven marketing and product development through consumer research, regional product assessment, and competitive analysis.
Moderated focus groups and designed online surveys that provided validation on a new product concept that had never been executed by the company.
Produced monthly and quarterly reports and trending analysis for division and competitor products. Presented to senior management team.
Miller Williams, Inc.
San Diego, CA
June 2001 – Jan 2004
Copyright Clearance Center
June 1998 – Mar 2001
Market Research Manager
Designed and launched primary research studies including customer behavior and segmentation, and competitive analysis.
Managed accounts ranging from $250,000 to $1,000,000+.
Designed presentations, wrote reports, and delivered briefings to Sales & Marketing professionals and C-suite executives.
Business Services Coordinator
Serviced over 100 accounts.
Worked with marketing and IT teams to streamline account processes, re-design the website interface and improve the customer experience.
Conducted competitive analysis, presented reports to senior management.
Bentley College, Massachusetts. Master of Business Administration (MBA) in Business Management, Concentration in Marketing, (December 2000)
Bentley College, Massachusetts. Bachelor of Science (B.S.) in Business Management (May 1998)