MICHAEL HELEN WOODS
Chicago, IL 60615
Never Settle for Mediocrity when Excellence is Always Possible
Accomplished, solutions-driven senior marketing leader with an achievement record of successfully
delivering revenue goals, subscriber growth, new product sales, customer communications and strategic
marketing partnerships. Known for exceptional performance in planning and execution of various Business-
to-Consumer direct marketing disciplines including: acquisition, retention, branding, competitive, promotion,
new product launches and advertising. Recognized for expertise in integrating general market and ethnic
market targets into fully executable programs. Proven ability to interact effectively with personnel at all
levels. Excellent communication skills. Expertise includes: Strategic Leadership & Mentoring, Strategic
Planning & Tactical Execution, Integrated Target Marketing, Media Planning, Innovative Creative,
Business Development, Negotiations and Budget Management.
SELECTED P ERFORMANCE M ILESTONES
Led development and execution of numerous integrated marketing campaigns for general, targeted and
ethnic markets. Highlights include Video On Demand acquisition campaign featuring Chicago Bears
Head Coach, Lovie Smith. The campaign successfully increased VOD usage by 8% and generated 10k
new customers, 2007.
Led the innovation to concurrently deliver differentiated advertising messages to viewers, 2006. This
innovation was instituted company wide as a best practice.
Selected to head inter-department regional branding team for Comcast brand transition from AT&T
Led the Pay-Per-View product positioning strategy that included the product launch of a pilot Pay-Per-
View Urban Channel, 1994-1996, generating over $3 million in annual revenue (a 23% increase).
Recipient of Cable & Telecommunications Association of Marketing “Marketing Excellence Awards,”
2000, Telly Awards (honoring outstanding cable TV commercials) in 2000, 2006, 2007 and 2008 and
National Association for Multi-Ethnicity in Communications Excellence Award for Marketing, 1998.
COMCAST GREATER CHICAGO REGION Chicago, Illinois 1988 – 2009
Leading entertainment and communications provider of video, high-speed Internet and home phone serving
2.1+M subs with over $1B in annual revenues.
Regional Director of Marketing Communications 2002 – 2009
Developed marketing campaign strategies, media plans and creative direction for 7 consumer markets
(greater Chicago Region, Central Illinois, Northwest Indiana and Southwest Michigan).
Led Marketing Communications team in execution of general, targeted and ethnic media buying,
marketing campaigns and programs for video, high-speed Internet, digital home phone service,
commercial, branding and new product launches like Video On Demand, High Definition TV, Digital
Video Recorder (DVR) and Universal Caller ID. Budgets exceeded $28M annually. Markets grew from
1.7 to 2.1M subs 2003-2009.
MICHAEL HELEN WOODS
Led Marketing Communications team in execution of multiple retention and CRM programs including
product education, notifications, promotions, customer rewards and competitive customer win back.
Successfully reduced churn 10%-18%, 2006 – 2008.
Developed various brand marketing plans and tactics for high profile Comcast sports and event
sponsorships, including Chicago Bears, Chicago Bulls, Museum of Science and Industry, Taste of
Chicago and Navy Pier.
Effectively negotiated with programmers, content providers and media partners, leveraging core
competencies that heightened company’s image and added consumer value.
Successfully solicited financial programmer marketing support ranging from $700k, to $1.8M annually.
Advanced and reviewed all regional competitive, new build, retail and field marketing campaigns and
customer notifications. Supported tactical execution developed by regional and field sales teams.
COMCAST/AT&T BROADBAND/ (formerly Prime Cable of Chicago) Chicago, IL 1988 – 2001
Video and broadband, provider servicing over 140,000 Chicago subscribers with $70 million in revenues.
Held various positions of increasing responsibility through a series of mergers and acquisitions.
VICE PRESIDENT SALES AND MARKETING 1996 – 2001
Built, managed and lead high performing sales and marketing teams in development of marketing plans
and execution of acquisition, retention, brand and new product development programs. Budgets from
$2.1M to $4.6M.
Implemented programs increasing net operating profit 7%-8% annually while reducing subscriber churn
Saved the system $200K-$400K in programmer license fees by developing an integrated program to
reduce theft of cable service.
Developed subscriber acquisition plans and led system to achieve a 12,000+ basic subscriber net gain
September – December 2000.
Successfully beta tested and launched a high-speed Internet service, 2001.
Mentored several direct reports that successfully became directors and vice presidents at other
DIRECTOR OF PAY-PER-VIEW 1994 – 1996
Led the Pay-Per-View management strategy generating over $3M annual revenue (a 23% increase) in
first year. Created and maintained operating and capital budgets.
Negotiated programming and copyrighted licensing agreements with financial marketing support.
Worked directly with major Hollywood movie studios and sports promoters.
Selected to serve from 1995 to 1997 as Chairperson of the Chicagoland Cable Pay-Per-View Council,
representing eight Multiple System Operators and 640,000 addressable subscribers.
Ethnic marketing facilitator for CTAM Digital and Pay-Per-View Conference 2001. Panel speaker at
CTAM Pay-Per-View Conferences 1995 and 1996.
MARKETING MANAGER 1988 – 1994
Accountable for the execution of numerous integrated marketing campaigns including direct mail, print,
billboard, radio, cross channel and Broadcast TV. Developed operational policies and practices for the
marketing organization. Managed outbound telemarketing team.
Leadership contact for industry programmers, vendors, external and internal communications, operations
Created various plans to enhance system/customer communications including system infomercials,
customer newsletters, and reward programs.
Developed customer communications plan for 1992 Cable Act. Appointed system liaison to corporate
public relations firm.
MICHAEL HELEN WOODS
B.A., Radio, Television and Film (Mass Communications), Wayne State University, Detroit, MI
NAMIC Executive Leadership Development Program
Anderson Graduate School of Business Management, UCLA Los Angeles CA. 2004-2005
AFFILIATIONS AND OFFICES HELD
Congo Square Theatre Company - Former Board of Directors
National Association for Multi-Ethnicity in Communications –Former President
Women in Cable Telecommunications
Cable and Telecommunications Association for Marketing
Executive Networking Group - Chicago
My Sisters’ Keeper Community Service Award 2005
Who’s Who in Black Chicago 2007
Chicago Defender Women of Excellence Honoree 2008