MARKETING

 

CRM & DATABASE MANAGEMENT

There's no more cost effective way to increase your sales and profitability than by utilizing internal customer data to target groups of customers and directly change their shopping and spending habits with your company.  It's my passion to find subsets of customers who should be acting a certain way, but are not, and work on them to increase their spend with my product or service.

In this example, we targeted the top two deciles of seafood customers (150,000 customers total) for a three month period with a goal of increasing their purchase frequency and spend total by 10% each repsectively. 

We sent these customers a series of e-mails and direct mail featuring the freshest in-season products, recipe ideas and coupons for larger than usual spend levels.  We also adjusted the coupon levels based on their response - customers who redeemed coupons received smaller offers and customers who did not redeem coupons received larger offers to further incent purchase.

After three months, this group of customers increased their purchase frequency 25% and their spend total by 21% versus the prior year, resulting in a net $100K+ incremental net profit margin for the line of business after all program expenses.



KPI AND ROI ANALYSIS

Taking the time to understand what factors make your business tick and which levers to pull to improve performance is crucial to long term success.  I've used virtually every business intelligence tool on the market to get to the root of how the business was performing and make strategic decisions that led to breakthrough performance.

The example on this page is an executive dashboard I created to monitor the actions that correlated most with customer satisfaction for a client.  When I started, customer satisfaction was at its lowest point in our history, and revenue was dropping in turn.  Once we focused in on the key customer satisfaction factors, and were able to drill down to market and store level, we were able to turn customer satisfaction around and beat previous years' scores for 15 consecutive months.


CAMPAIGN MARKETING MIX

For long term success, it's crucial to define your target audience and campaign goals, and know what tools it will take to exceed expectations.  From branding to choosing the proper marketing mix, I can help you navigate social media, online advertising, traditional media and 1:1 interactions to ensure your campaigns run on time, under budget and will better than anticipated sales and profitability.

PROJECT MANAGEMENT

Managing cross-functional teams so that projects live up to the expectations of the executive team is daunting - everyone has their own priorities, and as the project manager, you must ensure tasks are completed without micro-managing all the members of the team. 

I was tasked with leading the marketing of an aggressive market share expansion campaign when my company acquired a number of sites in the Cleveland market.  The executive team said "we want to capture all of the competitor's 21% market share", even though we were only acquiring 1/3 of their locations.

I identified the key stakeholders in purchasing, real estate, human resources and ad services to understand what everyone needed to make each store launch a success.  I created the plan in Microsoft Project with timelines and tasks assigned to my key partners. 

The marketing plan was divided by mass campaign tactics for the entire market, as well as area-specific tactics as the different neighborhoods of the market had extremely different demographics and shopping patterns. 

The end result growing our market share from 38% to 54% in one year, capturing 75% of our competitor's market share.  The project was lauded at the company's annual Team Achievement Awards. 


ONLINE SALES

Created and managed retail stores on eBay and Amazon marketplaces and quickly became one of the largest independent third party sellers on both platforms.

• Ranked in the top 10% of Amazon Third Party Sellers, Awarded Power Seller and Top-rated seller status from eBay, consistently received 99%+ positive customer feedback with over 60,000 transactions.

• Manage purchasing and inventory control, achieving annual sales of $250K, 60% gross margins and 8x yearly inventory turns.


EVENT MARKETING

Whether it's a grand opening, new product launch or even a festival, I have the experience and attention to detail to hatch the plan and execute the event.  You want the peace of mind that all details will covered.  I've managed the marketing for over 100 grand openings and several multi-million dollar new products, drawing the right customers to events that keep customers coming back and telling their friends and family.














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