Director Marketing in Atlanta GA Resume Eileen Lichtenfeld by EileenLichtenfeld


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									                                   EILEEN LICHTENFELD
                                            Marietta, GA 30062
            ▪770.645.6032      ▪       ▪

                                  M AR K E T I N G P R OFE S S I O N AL
                  Successful at Increasing Brand Awareness and Driving Revenues

Advertising / Marketing communications executive with a consistent history of outstanding achievements in
both B2C and B2B marketing in multiple industries. Expert at managing projects, media, teams and budgets
across both traditional and digital platforms driving awareness and revenue. Strategic problem-solver, able
to work across all levels of an organization and deliver results. The one who gets it done!
                                      A R E AS O F   E X P E RT I S E
        Leadership of Cross-Functional Teams                   Integrated Marketing Campaigns
        Project Management                                     Media and Event Planning
        Budget Management                                      Outside Agency Management

                                  S E LE C T C ARE E R H I G HL I G HT S
▪   Generated $9MM in incremental revenue for The Weather Channel by leading the design, execution,
    and sponsorship sell-in of a cross platform (TV/web) initiative.
▪   Received top cable industry award for B2B trade advertising campaign creative.
▪   Maximized $35MM of on air promotion value by designing and implementing an improved scheduling
    process to significantly increase ratings for key programming initiatives.
                                   P R O FE S S I ON AL E X P E RI E NCE
Marketing consultant and contractor. A few key assignments:
▪   Advertising Manager– AT&T Mobility- contracted to manage multiple creative agencies, direct mail,
    email campaigns and internal stakeholders, in execution of mobile product upsell promotions.
▪   National Account Manager–Red House USA- contracted to assist local marketing agency in the
    management of a Fortune 500 account (LexisNexis). Assisted in landing $500,000 in new revenue.
▪   Trade Show marketing– Created lead strategy garnering 40% highly qualified leads for local agency.
▪   Social Media Marketing Plan– Researched and developed a comprehensive social media marketing
    plan for a start up mobile app company.

     THE WEATHER CHANNEL (TWC), Atlanta, GA (1995- Nov 2008)
Top cable/satellite network/website providing weather information, and documentary programming.
Company sold to NBC and laid off in a 10% reduction in force in Nov 2008.
                   Director of Marketing & Media Management (Dec 2006-Nov 2008)
Directed all paid advertising and managed barter, affiliate, and internal media resources across both
traditional and digital platforms to increase consumer engagement, sponsor sales and brand visibility.
▪   Selected by CEO– Requested to lead 25 Anniversary initiative, including all TV and digital branding,
    internal communications, and company celebration. CEO evaluated total project as “outstanding”.
▪   Brand Activation– Led the strategy and execution of events across the country in launch of consumer
    safety program. Extended event reach by leveraging user generated media into a viral campaign,
    increasing page-views by 150%.
▪   Strategic Partnership– Drove brand and program awareness to 1.8MM Wal-Mart associates by
    building relationships and forging a strategic partnership with Wal-Mart.
▪   Creative Strategy– Achieved record breaking audience delivery (21MM) and page views by conceiving
    the cross platform launch strategy for the prime time show “When Weather Changed History.”
The Weather Channel, Continued

                          Director of Affiliate Marketing (Oct 2005-Nov 2006)
Managed staff of two and multiple agencies in development and execution of trade shows and sales
collateral in outreach to cable/satellite operators. Analyzed and identified areas of improvement.
▪   Direct Mail– Expanded new digital network affiliate subscriptions by 15% through a B2B high impact
    dimensional direct mail/print ad campaign.
▪   Trade Shows– Successfully repositioned the brand and introduced new products by supervising all
    facets of major industry trade shows.
                          Director - Consumer Marketing (Jan 2002-Sept 2005)
Elevated The Weather Channel brand by driving winning program launches using both traditional and digital
platforms (PPC, micro-sites, SEM, Blog targeting). Directed a three person staff and multiple agencies.
▪   Event Marketing– Directed agencies in multiple executions for program launch and awareness among
    trade press and consumers.
▪   Coaching & Mentoring– Mentored a subordinate to assume position as Dir. of Consumer Marketing.
▪   Online Marketing– Conceptualized and directed digital marketing campaigns spanning email, SEM,
    display, and micro-sites, resulting in increased consumer engagement, page-views and viewership.
▪   Process Improvement– Maximized $35MM of on air promotion value to significantly increase ratings
    for key programming initiatives by designing and implementing an improved scheduling process.

                              Senior Brand Manager (Nov 1997-Dec 2002)
Coordinated all network properties (, cable/radio affiliates) to plan and execute marketing
initiatives. Led cross-functional teams representing Programming, Digital, PR, Sales, and internal creative
staff. Directly managed staff of three.
▪   Program Launch– “Storm Stories”- Increased time period ratings by 25% through team leadership of
    launch of the network’s pivotal program, now in its 8 year.
▪   Sales Sponsorship– Drove $1.5MM in incremental local revenue for cable affiliates by facilitating a
    local ad sales sponsorship program, in partnership with the American Red Cross.
   Conflict Resolution– Reversed key internal partner’s antagonistic relationship with the Marketing
    Dept. by building relationship – leading to improved responsiveness and cooperation.

               Product Marketing Manager – New Media Products (Nov 1995-Nov 1997)
Drove revenues and brand visibility through planning, executing, and managing product content and
designing campaigns for website, CD software product and a proprietary book to retail.
▪   Product Development– With no prior experience in meteorology, publishing, or retail distribution-
    edited, and distributed the book Storm Chaser. Exceeded P&L goal by 200%.

Company was a pioneer in tax/accounting software to CPA firms; acquired by Computer Language
Research/Fast-Tax in 1994.

                           Sales & Product Marketing Manager (1987-1994)
Consistently exceeded revenue and customer retention goals of a software product-line contributing 45% of
the company’s total revenues. Developed product strategy, conducted competitive analysis, researched and
articulated product needs, analyzed potential enhancements, and identified new product opportunities.

                                    E D U C AT I O N / A F F I L I AT I O NS
▪   B.S. Business Administration (Accounting/Computer Science) – University of Florida
▪   Former Certified Public Accountant
▪   Women in Cable & Telecommunications (2011 Board of Directors-Atlanta Chapter)
▪   Atlanta Interactive Marketing Association

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