Market Strategist • Growth Catalyst • Brand Architect
Accomplished MBA marketing professional with impressive success in defining breakthrough marketing and advertising campaigns and driving brand recognition in face of intense competition from industry leaders. Innovative strategist behind traditional and interactive marketing initiatives that build visibility and recognition, create positive market presence, and promote revenue and profit growth. Dynamic leadership style with a talent for building teams and creating consensus among internal and external business partners.
Professional Experience
LIGHTYEAR NETWORK SOLUTIONS, Louisville, KY • 5/2011 – Present
Publicly traded small wholesaler of wireless, voice and data solutions throughout the United States, with 200 total employees and multiple resellers across the nation. Offices are located in Louisville, Lexington and Pikeville, Kentucky.
Senior Marketing Manager, 5/2011 – Present
Leader of all marketing initiatives, budgeting and ad spending for agent resellers and consumers, with particular emphasis on newly acquired rural telco in Pikeville, KY, managing one direct report. Currently developing a new e-commerce site for wireless purchases as well as local, long distance and data service contracts.
- Set the standard for the company’s brand name and persona within 30 days of hire.
- Led the marketing transition from SouthEast Telephone to Lightyear post acquisition.
- Instituted brand standards and measurement techniques in order to effectively market multiple products to multiple targets.
- Effectively utilized decreased marketing funds for a more streamlined, measurable and targeted approach in order to increase revenue and EBITDA in a volatile economic climate.
- Current initiatives include increasing sales growth via online, to include all of the company’s products and services.
BLUEGRASS CELLULAR, Elizabethtown, KY • 3/1999-4/2010
Privately-held Regional Tier 3 wireless carrier with 350 employees; services extend across 38 counties in Central Kentucky with 21 retail and 35 reseller locations.
Manager, Marketing and Advertising, 8/2006-4/2010
Promoted to lead all advertising, public relations, events, and Internet and social media marketing. Managed and developed 4 direct reports, including Product Marketing Administrator, Service Marketing Administrator, E-Commerce Marketing Administrator, and Manager of Business and Marketing Analysis. Administered budget of $4+ million; reported at or below budget each year. Led traditional media and interactive media advertising agencies in development of marketing campaigns and branding initiatives to drive differentiation in highly competitive marketplace.
Managed new products and led product and service launches. Led preparation of business cases for potential services and pricing strategies. Trained employees in company products and services.
- Impacted 20% sales above projected initial rate by developing and implementing broadband wireless home service launch in 2010.
- Influenced frequent sellouts of devices by increasing annual promotional campaigns from 5 to 11; generated sales growth, brand recognition, and customer retention by leading product and service launches, including BlackBerry devices and services, Ringback Tones, Bluephoria, and Android Operating System for devices.
- Impacted 210% customer growth in last 11 years by directing company branding strategies and promotional advertising campaigns and achieving household name recognition in market area.
- Achieved increased service adoption and successful product line re-launches by realigning company’s direct mail strategy to include targeted mail drops with effective designs and compelling copy.
Internet Marketing:
- Decreased churn and monthly call center expenses by $12,000 and increased customer satisfaction by redesigning company web site to maximize online customer support and HR recruiting functions.
- Increased web site traffic by 55% in 17 months by developing and implementing innovative online initiatives, including email campaigns, Twitter updates, and Facebook page.
- Spearheaded projected 5% increase in overall sales in 1st year sales, headcount reductions, and lowered brick-and-mortar store expenses by leading development of E-Commerce project architecture and launch of company’s first E-Commerce website.
Leadership Initiatives:
- Reduced paper usage and supply costs by initiating recycling effort and driving more electronic events.
- Grew annual 5K charity event at corporate headquarters from 250 entrants in 2004 to 450 in 2009.
- Regarded as marketing expert by other Tier 3 carriers; frequently consulted for best practices in areas of traditional and online marketing and advertising.
Advertising Manager, 3/1999-8/2006
Developed and implemented advertising for promotional and branding campaigns. Leveraged retail surveys, competitive analysis, and consumer research to create effective messaging to segmented targets. Served as primary liaison with advertising agency; managed budgets for print, outdoor, radio, and TV advertising. Developed brochures and merchandising point of purchase materials, signage, and digital media for all retail and reseller locations. Trained new employees on products and services.
Managed and approved presentations, copy, and legal disclaimers for all corporate ads and communications, including press releases and event awareness ads. Collaborated with Marketing Manager in events, new store openings, graphic placement, budgets, and marketing expenses.
- Increased customer growth in 1st year by 50% over forecast by organizing Kentucky Lifeline/LinkUp project and implementing targeted marketing campaign.
- Achieved annual cost savings of $25,000 in brochure and marketing material expenses by sourcing new suppliers and negotiating more favorable terms.
- Reduced advertising costs by $30,000 annually by creating and designing quality materials in-house and trimming advertising agency expenditures.
- Extended reach to teens and educators and promoted community goodwill by initiating and implementing high school marketing programs.
- Generated event growth each year and grew company brand by developing and executing popular marketing events.
- Awarded company recognition in 2004 for role in successful marketing campaign to drive existing customers to new network technology, CDMA.
Career Note: Additional professional background includes
BIG SCREEN TELEVISION ADVERTISING, Elizabethtown, KY • 6/1998-3/1999
Sales Coordinator
EXECUTRAIN, Louisville, KY • 2/1996-5/1998
Instructor / Marketing Coordinator
Education
Master of Business Administration in Business Management
WESTERN KENTUCKY UNIVERSITY, Bowling Green, KY
Bachelor of Arts in Management
MARYVILLE COLLEGE, Maryville, TN
Certifications
CAPM Certification (Certified Associate in Project Management), April 2011
Spanish Fluency (Rosetta Stone) – In Process
Presentations
Wireless Marketing to Teens, Rural Cellular Association, Business and Marketing Summit, Lake Tahoe, NV, October 2005
Please contact me for a list of Professional References
