C A RO L LYNN M A RT E NS
carollynn@marketingmetier.com www.visualcv.com/clmartens
512 .9 05.35 02
Senior Mar ke ting Le ad ership Customer Int ellig ence Archite ct Client | Ac count Servi ces Database-driv en Insights & Strate gy Integr at ed Dire ct
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Digit al
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So cial M edi a Mar keting
Award-winning marketer and catalyst for growth and innovation whose transformative leadership of teams delivering precision-targeted and intelligence-backed customer acquisition and loyalty/retention programs has generated over $250 Million in revenue for Fortune 500 firms such as Yahoo, Apple, Intuit, Bank of America, and SBC/PacBell, plus venture-backed start-ups.
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Prof ile & Va lu e
Corporate Strategy & Growth – Identify and resolve complex challenges, formulating actionable solutions to guide and drive growth using innovative tools and methodologies – and backed by best practices, metrics, and attunement to market shifts. Intelligence-backed Strategic Vision – Known for synthesizing insights from Research, Analytics and CRM systems to uncover emerging trends and unmet needs; then developing products and services to capitalize on white space opportunities. Customer Relationship & Database Marketing Expert – Create and lead integrated marketing programs of national and international scope using data and intelligence as the engine driving 360° customer conversations and guiding targeted delivery of „right time, right channel‟ messaging strategies. Grow Teams Who Function as a Competitive Advantage Proven leader with coach and mentoring style who sparks breakthrough thinking and elicits successful outcomes. Build and galvanize diverse teams who perform beyond expectations.
Qua lif ica tions & Exp ertise
Strategic and Campaign Planning Agency, Client, Vendor, B2B + B2C Product Roadmaps, Launch, SaaS Segmentation, Predictive Intelligence Analytics, Market Research Digital & Social Media, e-Commerce Iterative Multivariate Testing Budgeting, Reporting, Dashboards CRM/iCRM – Oracle, Unica, Omniture Cross-functional Team Leadership Contracts and Negotiation P&L to $75 Million, EBITDA
E X P E RI EN C E
General Manager/Vice President
Who’s Who Among American High School Students, The National Deans List Educational Communications, Inc., Publisher of Who‟s Who volumes in education sector
2006 - 2008 Austin, TX
Led one of three business units within $350+ Million organization, reporting to CEO and Board of Directors with team of 17 including Senior Director and Director-level reports in Marketing, Production, Operations, Database, and dotted-line relationships to CFO, CIO and Finance, Systems, Customer Service and Human Resources teams. Oversight of outsourced U.S. and offshore teams totaling over 75. Recruited to turnaround mature-stage business with august brand acquired from founding family for $52 million, developing multi-year plan migrating traditional direct-to-consumer business to SaaS-based subscription model. Five-year turnaround plan with strategic acquisition exit impacted by economy. Re-engineered 40 year-old firm from Systems to Customer Service, authoring business plan, crafting e-commerce strategy, product roadmaps, including comprehensive customer database redesign. Catalyst for $9 Million design/build of customer intelligence platform enabling move to digital business model, serving as chief architect of system‟s design overseeing U.S. and India-based teams.
Carol Lynn Martens
carollynn@marketingmetier.com
Reduced customer acquisition costs by over 70%, moving traditional direct mail lead generation and conversion cycle to an end-to-end digital stream; taking labor-intensive and error-prone manual process previously requiring an average of 12 weeks to complete to less than 4 weeks – netting savings of over $1.5 Million in first year with over 20% higher conversion rate. Improved data quality of product and enhanced customer experience for approximately 500,000 annual participants. Spearheaded e-commerce development, launching initial microsite in less than 10 weeks; and deploying first promotional email campaign during period, netting 32% increase in retail sales, with nearly 90% coming via online channel. Proof of concept spurred broader e-commerce initiatives and offerings, driving almost 50% increase in revenues derived from online channels in first two quarters. Renegotiated intricate contracts, some in place for over 20 years, resulting in $3 Million annual savings for business. Updated over 50 partnership agreements with student and teacher associations reducing acquisition costs, and establishing consistent messaging aligned with new brand positioning. Sparked bellwether changes in sector, prompting one competitor to cease production/publication and a second publisher to initiate merger/acquisition discussions.
Senior Marketing Manager
2005 - 2006 Yahoo Search Marketing, Yahoo!, Inc. Burbank, CA Led acquisition and retention initiatives targeting SMB and SOHO sectors for Yahoo business-facing properties, which included Small Business, Hot Jobs and principally Search, which was Yahoo‟s single largest revenue stream at the time, generating $52+ million in revenue for the firm, with DM-based programs delivering 44% of new advertiser volume for Search Marketing. Restructured Yahoo Search Marketing DM program from campaign planning through reporting; overcoming shortfall, increasing response and conversion rates across channels, to end year ahead of goal, generating cost savings of over $1 Million in a $10 Million offline DM budget by renegotiating contracts, improving data quality and processing streams, and uncovering overlooked segments to deliver higher quality, better targeted prospects for the business. Enhancement provided grounding in traditional direct marketing best practices and helped Yahoo! win Direct Marketing Association‟s Direct Marketer of the year award in 2006 – which was among my Annual Performance Goals. Transformed DM program in 100 days, taking it from a mass-market consumer program with an Innovator/Early Adopter focus to structure better suited for a B2B product targeting an Early Majority population within the Small-Midsize Business market, which was the sector of opportunity for Search. See 100 Days presentation highlighting key changes and cost savings prepared at senior management‟s request: http://www.visualcv.com/clmartens. Recognized for marketing excellence in first nine months at Yahoo! receiving Chief Marketing Officer‟s “Purple Cow” Award. Average tenure of prior award winners was over three years. Sparked transformative initiatives, such as first-time segmentation schema for SMB market creating a firmographic profile and linking behavioral data to begin developing first Enterprise Personae for use by business-facing properties. First member of marketing to actively engage with Market Research and Analytics teams focused on Lifetime Customer Value, Vector Analysis, and behavioral modeling. Co-chaired “Back in Business” event in New Orleans targeting businesses impacted by Katrina. Responsible for look/feel of event, creative, collateral, media, garnering national media coverage.
Senior Database Marketing Manager
2004 Intuit, Inc. Mountain View, CA Joined new centralized marketing services organization chartered by Chief Marketing Officer and charged with providing strategic direction and campaign planning support for nine decentralized business units, each operating independently while competing in overlapping markets. Internal agency provided consultative guidance on best practices and coordinated contact strategies across business. Team disbanded after CMO departed, and missed revenue targets precipitated additional executive changes. Managed initiatives for Intuit business units within QuickBooks group: Point of Sale, Merchant Services, Payroll, Enterprise Edition and QuickBooks “Core”, leading multi-channel direct marketing programs supported by Unica CRM platform. Member of cross-functional team developing and deploying annual campaign with over 5 million contacts flighted on and offline over 60 day period. Initiated Predictive Profiling and Contact Optimization project using model-generated intelligence to identify firmographic data points most likely to predict response and purchase. Project also sought to 2 Resume – Direct | Digital | Social Marketing Leader
Carol Lynn Martens
carollynn@marketingmetier.com
identify which track-able leading indicators in a business‟ lifecycle presaged purchase decision behaviors, and provided most salient predictors for a range of cross-sell opportunities.
Teacher
2001 - 2003 Santa Cruz City Schools & Calaveras County, CA Santa Cruz, CA Taught Economics, American Government and Algebra at secondary school level. Developed and led program teaching conflict resolution, leadership and life skills training under Baldrige in Education grant.
President/Founder
IMMedia – Interactive Marketing Media
1990 -2002 Palo Alto, CA San Jose, CA
Vice President, Partner
Independent Marketing Group Inc., IMGI Took sales office of resort developer Trandwest from bottom three to top five rank using market intelligence to frame multi-channel marketing strategy. Using iterative test-control methods drove 11.6% conversion rate increase, with 21% higher revenue per transaction in less than 12 months. Founded marketing services firm generating nearly $1M in new business during first year, working with clients such as Schwab, PacBell/SBC, Citibank, USVenture Partners, Apple and IDG Publishing. Piloted first time segmentation of database targeting $60M Home Office opportunity for PacBell/SBC, evolving product/service configurations and promotional concepts from analysis of broad data inputs. E A R L Y AC C O M PL I S H M EN T S As Partner and Client Services Director at Vision Integrated Marketing, led new business initiatives generating $6 million increase in billings for direct/database marketing agency. Created pilot three-day consumer/retail sales event for Apple Computer and affiliated peripheral and software vendors including Electronic Arts and Broderbund, generating approximately $1 Million in sales attributable to event. Promotion rolled-out to Apple dealers nationally. As Sr. Product Manager/Assistant Vice President at Bank of America administered $75 million consumer asset portfolio with P&L responsibility. Recruited to rebuild unsecured loan product, completing analysis proving profitability almost 30% greater than legacy pricing models and risk data showed, as well as identifying relationship-establishment value to bank. Introduced econometric models in loan scoring/processing and behavioral models to drive Collections contact strategies. Led cross-functional team migrating $25 Million student loan portfolio to centralized processing and service configuration netting projected $2 million savings, establishing a clear voice and value proposition, consistent sales and service standards, and improved customer experience. Invited to join GreyDirect as Sr. Account Executive on Bank of America‟s $52 Million National Expansion account. Catalyst for basing campaign copy and art on VALS psychographic typology and then linking this to PRIZM geodemographic segmentation schema targeting at the block-group level. Educated agency and bank teams on concepts. Mailed over 50 Million packages in six months generating over 5% response with over 80% activation levels in highest performing of 80+ test cells. As Assistant Marketing Director and Credit Services Manager, generated over 12% center traffic increase and $3.12 Million in incremental revenue for 100+ retailers in a slow economic period. Developed innovative shopping center-wide promotions from Art & Wine Festivals to Concert Series and seasonal catalogs and DM campaigns recognized for excellence by industry association ICSC. Developed comprehensive plan to turnaround credit card portfolio, gaining approval from Bank of America senior management to implement broad repositioning and marketing program driving 34% increase in outstandings and over 20% growth in customer base in first six months. E DU C A T I O N
San Jose State University
Major: Journalism, Minor: Business – Marketing
San Jose, CA
Winner of advertising competition developing Creative Platform for regional medical center. Over 2,000 entries submitted by college students from Palo Alto to Gilroy. Juried by local advertising and marketing professionals.
Northwestern University Kellogg Graduate School of Management – Executive
Evanston, IL
Elected by peers as commencement program host. This honor accorded to male and female student each considered class‟ leaders. 3000+ applicants > 53 program participants.
3 Resume – Direct | Digital | Social Marketing Leader