Summary




Well-rounded in all aspects of marketing to consumer and businesses customers at startup and Fortune 50 companies.
Strong category experience in Telecom, Wireless, Airline, Aviation, Consumer Electronics, Automotive, Credit Cards and Hospitality.
Extensive functional knowledge of product design, pricing, Technology trends, branding, advertising, media, Web 2.0, social media, PR, research.
Strategic and innovative leader of acquisition, usage and retention teams that deliver proven results via closed loop analysis.
Thought leader who has spoken at SOBcon, Forrester Forum, Harris Forum and The Conference Board, bringing credibility to highly visible roles requiring strong presentation skills, leadership and executive collaboration.
International education and perspective tuned in to global issues and practices via work/travel aboard, speaking/writing French.
Aircell, Itasca, Illinois www.gogoinflight.com 03.2007 to present
Director of Brand Development and Interactivity Gogo Inflight Internet 03.2007 to present
Report to VP, Marketing. From acquisition through retention, leading key marketing efforts to bring Gogo Inflight Internet to major airlines in the US and Canada with goal of $1B in sales in 5 years. From early stages, planned and oversaw product design, pricing, promotions, market research, CRM, branding and marketing communications. Created strategic and tactical marketing plans, achieving unprecedented sales growth of 14% week-over-week ! Instrumental in conceiving the Gogo brand featured at USC Marshall b-school and co-marketing the service on American Airlines, AirTran Airways, Delta Air Lines, Air Canada, US Airways, United Airlines and Virgin America.
Managed all aspects of award-winning digital marketing via gogoginflight.com, aircell.com, email and campaign mircosites. Well versed in non-traditional marketing 2.0 trends, social media, mobile marketing, word-of-mouth, viral, video, search engine optimization. Oversaw all aspects of market research, customer satisfaction, marketing effectiveness, segmentation, competitive intelligence and syndicated research. Established deep marketing database and analytic capabilities SPSS, SQL. Selected and partnered with outside agencies and vendors to develop tactical and strategic marketing campaigns.
P and L responsibility to deliver growth, profit and market share for a nine-figure airborne communications business.
Conceived and launched the Gogo Inflight Internet brand, reaching 97% onboard and 68% category awareness in 12 months.
Achieved 13% week-over-week sales growth in 6 months by optimizing marketing mix via fast failure approach.
Drove overall customer satisfaction to 93% top 2 box a high watermark for the telecommunications industry.
Secured over $1.1M in cost savings while improving marketing effectiveness by optimizing Agency relationships and contracts.
Studied 12000 Gogo Wi-Fi equipped flights at multiple price points to understand elasticity and optimize revenue management.
Spearheaded non-traditional marketing : social media achieved > 10000 followers, > 42 million impressions and 92% conversion in 6 months.
placed Gogo in TV and film productions and secured free endorsements from Oprah, Jimmy Fallon, Mick Jagger, Dr.Drew Pinsky, Taylor Swift and others, generating over 100M impressions at CPM of only 8 cents.
Guided creation of a promotions management system capable of processing 5M unique promo codes/year in support of trial effort.
Deployed the process and guidelines to ensure consistent branding and messaging across channels and airlines partners.
Planned, organized, staffed, trained and managed a team of 10 top-tier international marketing professionals.
Sprint Nextel, Dallas, Texas www.sprint.com 09.1998 to 03.2007
Group Manager Customer Experience Strategy 07.2005 to 03.2007
Reported to VP, Customer Management. Lead Business Customer Experience Strategy team for Sprint Nextel s $35B wireless and wireline business. Responsible for managing customer experience strategy and programs that drive customer loyalty, repurchase and advocacy.
Aligned operational plans, priorities and scorecards to ensure company delivers a simplified, consistent customer experience.
Partnered with business units Customer Care, Marketing, IT, etc. to develop and execute loyalty generating programs.
Launched an enterprise-wide tiered metrics program linking customer loyalty drivers to operational scorecard targets.
Executed customer experience education plans targeting 80000 employees and external targets, industry analysts and Wall Street.
Groomed team of subject-matter experts to lead loyalty improvement initiatives in Retail, Web, Marketing, Customer Care, Billing and Product.
Established broad knowledge of business operations, Customer Service, Product, Marketing, Network, Retail, Sales Channels, B2B, B2C, Interactive, Web, Direct Response, Brand and Advertising.
Senior Manager Customer Experience Programs 06.2002 to 07.2005
Reported to Director, Customer Experience. Recognized subject matter expert in customer loyalty, programs and strategy, responsible for partnering with business units to design and manage initiatives that lifted Sprint s B2B customer loyalty rank to Top Tier.
Conceived and deployed a best-in-class customer experience management program. Conducted over 5000 customer interviews and 125 competitor mystery shops per year. Analyzed results and repaired 19 key drivers of loyalty and churn across the business.
Managed a $1 million budget supporting custom research, analytics and program initiatives that raise customer loyalty and satisfaction.
Mapped over 150 customer experience initiatives across and partnered with over 30 functional groups to craft 13 key CE initiatives that resulted in a 64% improvement in customer loyalty 2004 vs. 2005. Built strong relationships with business units.
Secured approval of company-wide loyalty incentive, a 20% management incentive payout for delivering on 2005 loyalty objectives.
Built linkage models to map 19 loyalty drivers to operational metrics. Helped realign VP operations reviews around the loyalty drivers.
Created Loyalty Simulator, a predictive model for loyalty and revenue. Model was used with 25 CE initiatives and business cases.
Developed holistic CE communication plan for 17000 employees and 28 industry analysts, Yankee and Forrester.
Secured endorsements of Sprint s approach to CE management from alliance partners HP and Cisco leadership.
Senior Manager Interactive and Web Marketing 08.2000 to 06.2002
Reported to Director, Interactive Marketing. Managed the end-to-end customer experience on Sprint.com. Responsibilities included, content strategy, usability, navigation, site mapping, digital media marketing, e-commerce, lead management and results analysis. Selected and managed relationships with web advertising agencies and strategic partners.
Developed marketing plans for Sprint s E-Business Solutions group, research, competitive analysis, financials, marketplace analysis, benchmarking, goals and metrics. Delivered plan on time and received recognition award from Vice President.
Led global search for a top digital marketing agency to assist Sprint Business with online acquisition and retention efforts.
Enabled sales of Sprint products via online resellers. Developed commissioning models, online pre-qualification, co-marketing, automated order processing and Legacy system integration. Pilot generated over $600K in sales.
Managed branding and traffic generation for sprint.com. Campaigns featured rich media, opt-in e-mail, radio, outdoor and a fleet of branded wrapped cars. Results : click-through rates > 2%, 20% increase in site traffic and $1.8M in sales.
Created total web strategy for Sprint Internet Collaboration Center video, audio and data conferencing, content development, site navigation, lead routing, personalized content and a $2M digital marketing campaign. Exceeded goal, generating 3000 sales.
Manager Marketing and Advertising 09.1998 to 08.2000
Reported to Director, Marketing. Managed a $3 million communications budget supporting Sprint s international portfolio. Implemented high return marketing programs. Managed all components, TV, radio, direct mail, digital marketing and collateral. Matrix managed teams from Events, Trade Shows, Internal Communications and Public Relations to implement fully integrated programs.
Implemented a vertical marketing strategy featuring solution based selling to the manufacturing, healthcare and financial services industries. Researched industry drivers and developed industry specific messages in print, direct mail, Internet and collateral. Initiated vertically based sales training program and trade show participation. Direct mail response rates reached 18%.
Launched Project S. MA R.T. Sprint Method to Acquire Retain and Target, a customer relationship marketing initiative that improved the way Sprint markets to its base. Documented new process that closed the loop on database segmentation, targeting, information access and results tracking and analysis. Achieved up to a 300% increase in leads from improved targeting.
Represented Marketing Communications organization during major strategic and business planning initiatives like segmentation planning, Business Transformation growth strategy and the launch of Sprint ION.
The Integer Group, Dallas, Texas www.integer.com 09.1997 to 09.1998
Account Supervisor Direct Response and Interactive Marketing
Reported to VP, Account Service. Managed team of integrated marketing professionals, strategic planning, Internet, direct response, promotions and mass media. Designed acquisition, retention and loyalty programs for Verizon SuperPages Internet Services. Coordinated competitive response team on behalf of Verizon s Business Division : tracked competitive activity in 10 major markets and optimized Verizon s communication program. Crafted and implemented a new business plans for the Dallas office of The Integer Group. Results : Achieved $5 million in new agency billings. Lifted Verizon s response rates by 200% Launched Nokia eSales enablement tool.
Temerlin McClain, Irving, Texas www.temerlinmcclain.com 02.1997 to 09.1997
Account Executive Direct Response
Reported to Director, Account Service. Executed integrated online/traditional and segmented communications programs for Verizon consumer and business markets. Verizon product/segment experience included DirecTV partnership, Web Hosting, Phone Mart retail channel, Home Office, Long Distance, Wireless and Wholesale. Created multichannel acquisition and retention programs on behalf of Subaru of, 7 regions and 660 dealers. Results : Created Subaru s first online dealer marketing kit. Generated record sales at targeted Verizon retail openings.
Arnold Worldwide, Boston, Massachusetts www.arn.com 12.1994 to 02.1997
Account Executive Direct Response 12.1995 to 02.1997
Assistant Account Executive Direct Response 12.1994 to 12.1995
Reported to Management Supervisor, Account Service. Developed and implemented marketing communications initiatives on behalf of Volkswagen of North America and Bell Atlantic, accounts representing over $150 million in annual agency billings. Coordinated multi-pronged customer acquisition, retention, stimulation and branding programs from initial planning through execution and tracking. Cultivated close relationships with clients and strategic partners. Product responsibilities included Bell Atlantic Verizon Prepaid Calling Card, Digital Centrex Plus, Volkswagen Golf K2, Jetta Trek. Results : Grew Bell Atlantic Prepaid Card to annual growth rate of 200% via retail and online channels.


Miscellaneous

Executive Education Customer Relationship Management Duke University, Durham, North Carolina 2002
Master of Business Administration MBA Marketing Clark University, Worcester, Massachusetts 1994
Bachelor of Arts BA with Honors Economics Clark University, Worcester, Massachusetts 1993