I am qualified by twenty-three years in advertising, three quarters of which have been exclusively in the direct marketing industry. Extensive major agency brand strategy development experience. In five years, from start-up to billings of over $17 million, I ran the McCann Erickson Direct, midwest operation as Senior Vice President, General Manager. DM experience in Pharmaceuticals (Marion Merrell Dow, Carnation, Eli Lilly, Pfizer, SKB, etc.; Mail-order (J&L, Fingerhut, Stark Bro's, Moore, N Brown PLC) Financial Services (NBD BanCorp, St. Paul Federal, Michigan National BanCorp, GMAC, GM Card, Household Credit Services); Telecommunications (AT&T); Home Video (MGM, Blockbuster); Travel (Northwest Airlines, British Airways, Ansett Australia, Radisson, LaCosta Spa); Business to Business (IBM, 3M, SteelCase, Xerox, UPS, Champion Spark Plug); and ten years Automotive & Truck Database/Direct Marketing. Six years international database marketing experience in Europe, Mexico, and Australia.
I am:
A strong, conceptual thinker fully capable of achieving exemplary results with maximum productivity, and implementing my own or team programs from strategic planning through post program analysis. Vast experience in Multi-media direct response programs. Specialization in management of the total customer spectrum: acquisition, activation, cross-selling; retention and win-back. Especially adept at program analysis, segmentation, modeling, customer and program valuation and lifecycle calculation. Special skills include DM strategic planning and conducting staff training programs in database marketing techniques and creative.
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