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Multi-Channel Marketing Director in Chicago IL Resume Patricia Volpe

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Multi-Channel Marketing Director in Chicago IL Resume Patricia Volpe Powered By Docstoc
					                                             PATRICIA VOLPE
                                             Fox Lake, Illinois 60020
                                     847-624-2398 • patty.volpe@comcast.net
Multi-channel marketing professional with proven business acumen and ability to conceptualize, design, develop,
and execute high profile marketing strategies. In-depth P&L experience with demonstrated skill in maintaining
fiscally efficient operations. Creative strategist with excellent analytical skills. Consensus builder with strong
leadership capabilities. Areas of expertise:

                Direct Response Marketing • Team Building and Leadership • Communications
              Marketing Strategy • Tactical Marketing • Branding • Circulation Strategy • Merchandising
            Strategic Planning • Customer Relations and Retention • Research and Analysis • Production
           Branding • Profit Improvement • List Management • Competitive Analysis • Campaign Management
           Ecommerce • Email Marketing • Creative & Design • Contract Negotiations • Staff Management


                                         PROFESSIONAL EXPERIENCE

The Popcorn Factory, a 1800Flowers.com brand, Lake Forest, Illinois                               (6/2010 - 3/2012)
A multi channel gifting company of gourmet popcorn, snack assortments and gifts.
Director of Marketing
Reported to the COO of The Popcorn Factory and Senior Vice President of Marketing for1800Flowers.com with a
staff of six.

    Responsible for carrying out the annual operational marketing plan of $36 million and an advertising budget
    of $5.5 million by implementing marketing programs that increase new customer acquisition and retention
    and online conversion goals.
    Developed a fundraising program for the Sales Department post holiday, which in its debut resulted in over
    1000 leads for the account managers and $10K in sales within the first 60 days.
    Drove growth initiatives with third party programs to supplement annual revenue goals. Increased sales 10%
    over prior year, and new customer rates flat to prior year.
    Developed new direct mail programs utilizing postcards and a six page catalog to test against the control and
    cut expenses 15% and reactivated customers and prospected for new customers.
    Created collateral material for corporate and wholesale departments for use in sales meetings and trade
    shows and improved the website landing pages for a better customer experience.
    Implemented an email strategy to personalize emails to top corporate customers and segment the consumer
    file based on frequency and various other segments which improved conversion and decreased
    unsubscribes.
    Strategized with Integrated Marketing team to utilize social media such as Facebook to increase our fan
    base. Improved SEM and Affiliate revenue while keeping within expense budget using 3rd party agencies.
    Partnered to launch a Living Social and Amazon flash sale campaign to acquire new customers with a
    redemption rate of 80% and new customer rate of 60%.
    Collaborated with outside public relations agency and internal PR department on all media strategy for the
    brand. Our big win with national coverage was the Wheel of Fortune program.
    Led the strategy of growing our college market by targeting to parents of college students. Developed
    programs such as Universityparent.com, hotel program and free-standing insert program with positive
    results.
STEPHEN FOSSLER CO., A Subsidiary of DELUXE CORPORATION, Crystal Lake, Illinois                     (2/2000-3/2010)
A leading manufacturer and provider of Embossed Foil Seals and Promotional Products.
Director of Marketing                                                                                    (2004-2010)
Reported to the Business Unit Leader and led a staff of five. Managed, strategized, and executed all marketing
channel activities to ensure ROI goals were met or exceeded. Worked cross functionally to develop collateral
packages, telemarketing campaigns, email blasts, and administer our new web site. Directed the creative for all
catalogs, solo mail and collateral while ensuring our brand identity. Developed and executed circulation strategy and
contact strategy for all mail, Internet, and outbound telemarketing programs.
                                             PATRICIA VOLPE
   Held accountability for $8 million in annual sales and expense budget of $3.4 million, and reduced expenses in
   2009 by 10% to meet the forecasted ROI goals.
   Increased revenue in Q4 and offset expenses on traditional direct mail by partnering with outside vendor and
   cross-functional team to create a new web site and completed ahead of schedule.
   Exceeded Internet sales in Q1, 2010 by 70% which is attributed to new web site, revamped key words (SEM) and
   direct mail programs driving customers to the site.
   Maintained advertising budget while adding four new mailings and 10+ email blasts not in the budget.
   Renegotiated D&B contract independently from the corporate RFP for list services. Annual contract costs were
   held to previous year’s level with an increase in the number of channels that could use the list data.
   Increased sales by 10% and the number of products offered on Web site by 50% without the assistance of the
   corporate e-commerce team in Q4, 2009.
   Generated SEM improvements with e-commerce team that led to an average ROI of 3.1 % in the slow months and
   as high as 6.1% during peak season.
   Implemented re-entry in to the UK marketplace via mail and Internet, which provided incremental revenue of 1%
   during a very tough financial year and coordinated with I.T. and Customer Care the process of taking orders.
   Managed freelancers on two collateral packages for the product launch to the distributor network to use in
   increasing sales in Channel Marketing. Received 30% response to our product offering at the annual trade show.
   Increased margins 4% by facilitating the merchandising process with procurement and cut number of third party
   vendors by 40% using corporate preferred vendors. Improved retention rates by 5%.
   Directed the graphic artist and facilitated the design of more than a dozen new solo mail packages and
   approximately 55% became part of the control panel of mailers.


Marketing Manager                                                                                  (2000-2004)
Reported to the President of Stephen Fossler Company when it was a privately held company. I was responsible for
developing and implementing new and innovative marketing programs to grow the embossed foil seal business and
implement Internet marketing programs.

   Developed a reporting structure for historical mail results for all testing, which I completed at the 80% complete
   mark and determined future offers and promotions based on offer and test results.
   Managed P&L with sales of $15 million and advertising expenses of $5 million.
   Directed outside agencies workflow from conception through production. Launched five new creative concepts.
   All new mail pieces did outperform the control packages of the business and are still part of the current mail plan.

Other Experiences

THE RELIABLE CORPORATION / OFFICEMAX INCORPORATED, Schaumburg, Illinois
Marketing Manager, New Customer Acquisition, B2B Division
Marketing Manager, HomeOffice Consumer Division

GANDER MOUNTAIN, Wilmot, Wisconsin
Circulation Manager


                                                   EDUCATION

                                          Bachelor of Arts in Marketing
                                         DePaul University, Chicago, Illinois


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Description: Patricia Volpe is a multi-channel marketing professional with proven business acumen and ability to conceptualize, design, develop, and execute high profile marketing strategies.