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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 4th 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 3rd 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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