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LILLY MARTINE

310-980-9876

lilly@hotmail.com                                    

CAREER SUMMARY

• Metrics-driven, award-winning database and branded performance marketer, business architect & multi-product inventor with deep, integrated multi-channel experience

• Effectively creates strategic vision, builds consensus, delivers solutions, and optimizes results by translating objectives into specific & measurable strategies, campaigns, and KPIs.

• Respected, hands-on leader & mentor, skilled in building highly effective teams en route to driving business growth.

SPECIALTIES

• P&L management • Digital marketing • E-commerce marketing • Branded/Direct response advertising • Customer acquisition, retention & loyalty • Lead generation • Database & email marketing • Promotion & partnership marketing • Customer segmentation & personalization • CRM & maximizing customer lifetime value • User experience • Product & project management

AWARDS

• Website of the Year – Catalog Age/iMerchant Awards

• Best Email Marketer – ClickZ Email Excellence Awards

• Best Online Promotion/Contest, Best of Show – eTravelWorld

• Spire Award for Best Travel Sales Promotion – American Marketing Association

SPEAKING ENGAGEMENTS & ARTICLES PUBLISHED

Industry Lecturer at Direct Marketing Association, E-commerce, Customer Engagement & Loyalty Marketing events, including:

• DMA E-Mail Marketing Forum • The Rewards Program Revolution • The Best of e-Marketing • E-Vision 

• Loyalty Programs: Online/Offline Optimization • Converting e-Browsers into e-Buyers  • DMA Net.Marketing                

"Mind Over Money: Desperately Seeking Loyalty (10 Rules to Live By Online)"

•  Catalog Age • Direct Magazine • iMerchant • Dallas DMA Newsletter

EXPERIENCE

Adknowledge – the nation’s 4^th largest online ad marketplace

Vice President, Creative Services & Optimization               

Los Angeles, CA

2011 – present

Lead in-house, cross-functional team of project managers, campaign managers, analysts, designers, copywriters, and web producers whose charge it is to empirically realize greater acquisition & retention campaign efficiencies for performance advertisers and publishers alike by enhancing User Engagement across platform PPC campaigns.  En route, devised a demand generation strategy for eTail, eCommerce and multi-channel advertisers and publishers alike, including (1) a patent-pending, database-driven, modular Content Management System, (2) Multivariate Testing Platform & (3) Dynamic Creative Library that leverages predictive technology to connect advertisers with consumers via multiple channels including email, display, search, mobile, social, and landing pages.

ACCOMPLISHMENTS INCLUDE:

• Devising patent-pending behavioral-targeted, dynamic Content Management System, Multivariate Testing Platform & Dynamic Creative Library with 3^rd party licensing potential

• Developing content distribution & “productized” template strategies

• Creating 52,000 modular campaigns for 1,726 advertiser categories in 6 months

• Increasing eCPM yield in 43 of Top-89 advertiser categories immediately after launch

Engaging360 – an Engagement Marketing consultancy

Founder & President

Los Angeles, CA

2007 – 2011

Marketing consulting firm specializing in end-to-end strategically sound tactical programs throughout customer/purchase lifecycle continuum, from customer acquisition through conversion & retention.

RESULTS INCLUDE:

• SimplyFinance.co.uk – Acting Chief Marketing Officer responsible for building UK-based insurance and home loan lead generation business, developing brand positioning/USP, hiring UK direct response agency, and implementing/optimizing all branded response marketing efforts for what has grown to be UK’s 9th largest advertiser.

• Epic Media/Traffic Marketplace, Inc. – Acting General Manager and Head of Product & Marketing responsible for optimizing Userflow Experiences from 30-50 microsites to reap incremental profit from the owned & operated website/performance ad network business for the 5th largest online ad network (comScore, Jan-09).  Managed team of 27 marketing, media, analyst, creative, call center/customer support and product management professionals. Doubled gross profit in less than 1 year.

• PeopleJam.com – Acting Head of Marketing responsible for leading all social marketing and user experience efforts for this start-up online social website where community members establish & achieve personal goals by watching videos, sharing life stories & learning from the internet’s largest group of lifestyle experts & life coaches. 

Countrywide Home Loans, Inc. – a Bank of America company               

Senior Vice President, Online Marketing               

Westlake Village, CA

2004 – 2007

Led all centralized corporate marketing internet customer acquisition efforts, responsible for having generated profitable lead volume via the implementation & optimization of online media, affiliate, email, search engine, SEO-PR, landing page and website strategies.  Responsible for identifying and gaining legal approval of critical “America’s #1 home loan lender” & “4 out of 5 approved” key branding elements.

RESULTS INCLUDE:

• Implementing optimization framework employed across all New Customer Acquisition channels (DRTV, direct mail and internet) to seize cross-channel synergies

• Introduced and managed SEO-PR corporate communications/lead generation function

• Increasing online lead volume over 200% to become company’s #1 new customer acquisition lead source

• Optimizing leads to grow monthly application 408% & fund volume 482% within 18 months

• Reducing dependence on less efficient third party aggregator leads by 70%

• Inventing patented online display ads

• Attaining position as ‘Top-5’ online advertiser within 2 years

• Created ‘first alert’ retention pilot program connecting loan officers with their at-risk book of business

LowerMyBills.com – an Experian Interactive Media company               

Director, Customer Retention & Loyalty Marketing               

Santa Monica, CA

2002 – 2004

Led the creation, implementation & optimization of database-driven multi-channel CRM efforts at this online marketplace and the nation’s top mortgage lead aggregator where consumers can lower their costs of daily living.  Focused on increasing customer lifetime value through cross-sell & up-sell marketing strategies on-site as well as via email. Responsible for “We save you money on what you need, so you have more money for what you want” brand positioning.

RESULTS INCLUDE:

• Building centralized datamart to enable 360° view of customer segments

• Leading transaction-based to customer-centric transition efforts across enterprise

• Growing monthly revenue from $7,000 to over $1,500,000 in 2 years

• Growing retention contribution over 4,000% vs. YA

• Increasing repeat transactions 40% to over 20% of monthly total

• Surpassing established goals by 70%

eBags.com – a Benchmark Capital company               

Director, Customer Relationship Marketing               

Greenwood Village, CO

1999 – 2002

Led research, promotion, website personalization/experience & database marketing at this start-up, now the world’s largest online retailer of bags & accessories rated “Website of the Year” (Annual Catalog Age/iMerchant Awards 2001, 2002), “Best of Web” (U.S News & World Report, 11/00) & “Top 25 Retail Sites” (Internet Retail Magazine, 12/00).  Responsible for brand’s “What’s Your Bag?” lifestyle positioning.

RESULTS INCLUDE:

• Growing monthly revenue from $0 to 25-30% of sales

• Growing opt-in database from 0 to over 2 million members leveraging sweepstakes events and promotional partnerships

• Earning 1st annual ClickZ MessageMedia “Best Email Marketer” award based on the My eBags program’s “innovative strategy, inspiring creative content, & measurable results” that was also applauded within the best-selling books entitled, The Engaged Customer: The New Rules of Internet Direct Marketing & The Quiet Revolution in Email Marketing

• Earning “Best Online Promotion” & “Best of Show” eTravelWorld awards

PRIOR EXPERIENCE

Various executive-level management positions at major US and global agencies, including:

Heinrich Relationship Marketing – Denver's largest direct response agency

Managing Director

Denver, CO

1995-1999

Led all new business efforts and campaign strategy for financial services, credit/transaction card, and retail clients.  Increased gross annual billings by 150% from new and existing accounts across the U.S. and Mexico. Acquired first new client outside of transaction card arena (Checks In the Mail). Other clients included video entertainment retailers; telecommunications companies; and credit-issuing banks & non-banks, retailers, oil & gas companies; merchant acquirers, and transaction processors.

Director, Client Services & Strategic Director

Managed 18 account executives and their multi -functional teams' client B2C and B2B campaign activities, whose objectives ranged from acquisition to trial & usage to membership/continuity, frequency, retention & loyalty. Led expansion of agency services into CRM, beyond direct response marketing.

RESULTS INCLUDE:

• Nordstrom: Developed campaigns that increased co-branded Visa cardholder base by 10% -15%. Developed behavioral-based "Nordstrom Traditions" loyalty program that increased proprietary store card sales by 20% -25%.

• Federated Stores: Developed series of credit card acquisition and usage programs for all Federated brands including Bloomingdale's, Macy's and Lazarus; Increased share of Macy's credit card sales by implementing "Club Macy's", a household-level CRM program that expanded perceived brand value and sales by delivering relevant cross-sell offers that promoted 'full store shopping'. Program later expanded to other brands.

• Belk Stores: Built credit card loyalty program that increased repeat purchased by 15 -20%.

• VideoVisa Latin America: Created Kids, Teenager and Parents continuity clubs that increased video rental/purchase frequency & lifetime value throughout customer lifecycle.   

Grey Direct Advertising – the world’s 6th largest ad agency & largest in NYC

Vice President, Management Supervisor

New York, NY

1994-1995

Led all co-branded credit card efforts for Chase Manhattan Bank, agency’s largest client.  Duties included developing co-brand sales materials, designing card product value propositions, writing & presenting proposals to strategically sound prospective brand partners, and implementing associated acquisition and usage programs for brand partners including Texaco, Toys R Us, and Wal-Mart.  Also responsible for the development and implementation of Customer Management card usage promotions & frequency programs that increased card sales over 10%; and served as key contributor to Chase's entire credit card portfolio segmentation strategy. 

Communications Diversified - a ‘Top-10’ Promotion Marketing agency

Senior Vice President, Management Supervisor

New York, NY

1988-1994

Led all sports, financial services, credit card, publishing and CPG efforts for agency. Duties at this top-10 promotion agency included concept development, program execution & management for clients including:

• The Scotts Company: Negotiated Major League Baseball & World Cup USA 1994 sponsorships; Produced associated local event and in-store programs.

• Sports Illustrated/SportsPass: Launched first-ever “lifestyle” affinity Visa card. Developed card benefits package and managed acquisition and card usage programs.

• NBA Properties/NBA MasterCard: Launched portfolio of 28 team cards. Implemented all in-arena and multi-media support programs.

• NFL Properties/Pro Football’s World Tour: “Watch ‘n’ Win” sweepstakes helped maintain viewership vs. YA.

• Major League Baseball Properties/CBS “America At Its Best”: Managed themed FSI program. Turn-key CPG/grocery trade and consumer elements reaped brands greater distribution & display activity.

• Newport News catalog: Implemented promotions to increase Newport News Club membership.

• The Trump Shuttle/ShuttleClub, Concierge Service programs: Helped increase share of shuttle market 100%. Won AMA Spire Award.   

EDUCATION

MBA, cum laude, Marketing/Advertising, University of Denver

BS Marketing, University of Colorado

REFERENCES

Available upon request. Also see host of recommendations at: http://www.linkedin.com/in/larrymartine

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