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Marketing Director - Lori Peddrick

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Marketing Director - Lori Peddrick Powered By Docstoc
					                                             L ORI P EDDRICK
              2038 Alta Meadows Lane, 1504 | Delray Beach, FL 33444 | 917.626.1723 | lpeddrick@yahoo.com


                                             MARKETING DIRECTOR
Award-winning Marketing Executive combining 18+ years of brand management and promotional experience with hands-
               on sales accomplishment to expand market opportunities and generate profitable leads
Uniquely cross functional with verifiable success in sales, marketing, and promotional roles within multiple industries and
verticals. Talent for leveraging market intelligence to conceive, design, and implement business development strategies
that translate into ROI through generation of new leads, expansion of market footprint, and revitalization of struggling
products and accounts. Engaging communicator with a diplomatic demeanor and ability to forge consensus and build
coalitions across all organizational levels. Areas of expertise include…
      Executing Advertising & Promotional Strategies             Growing & Positioning Corporate Brand
      Leveraging Traditional & Digital Media                     Conducting Needs-based Consultations
      Developing Channel & Partner Relationships                 Exceeding Revenue & Margin Goals
      Leading Multidisciplinary Project Teams                    Enhancing Client & Account Relations
      Administering Program & Campaign Budgets                   Training Sales & Marketing Teams
      Acquiring New Leads & Prospects                            Delivering High-impact Presentations
      Developing New Business & Consultative Selling             Closing Multimillion-dollar Negotiations


PROFESSIONAL EXPERIENCE
Director of Account Services | ION INTERACTIVE – Boca Raton, FL (2011-Present)
Selected to propel lasting revenue growth and commandeer the account services department for a post-click conversion
marketing agency.
Provide outstanding leadership abilities to orchestrate and direct all phases of Client landing page experiences/
conversion rate programs while managing, motivating, and leading the account team. Contribute to executional
effectiveness by identifying short-term and long-range opportunities, challenges, and issues; providing information and
commentary pertinent to customer perspective; recommend options and best courses of action.
    ♦ Responsibilities include but are not limited to prospecting business growth of existing accounts, up-selling of
        new/enhanced services and managing all aspects of daily business operations while building relationships with
        clients, as well as industry and trade peers.
    ♦ Account management duties encompass Client needs assessment, hypothetical forecasting, strategic thinking,
        tactical implementation, technical expertise, campaign performance analysis, and proactive client communication.


Marketing Director Consultant | STELLAR CONCEPTS & DESIGNS INK – Ft. Lauderdale, FL (2010)
Engaged to revamp and launch core marketing / promotional strategy for established advertising agency with bottom-line
accountability for lead generation and brand development.
Partnered with executive team, evaluating program ROI and devising best-practice based recommendations and
methodologies for short- and long-range growth strategy. Generated and deployed Salesforce.com dashboards to inform
decision making, direct budget allocation, guide sales strategy. Conceptualized and created eye-catching, lead
generating campaigns to establish consistent branding, boost customer retention, and increase account prospects.
Selected accomplishments include…
    ♦ Spearheaded creation, implementation, integration, and growth of multichannel marketing platform spanning
       telemarketing, direct mail / email, affiliate, and customer loyalty program vectors.
    ♦ Quarterbacked an in-depth SWOT analysis of existing marketing program to identify gaps, areas for improvement,
       untapped opportunities, and strength areas.
    ♦ Significantly improved efficiency of email drops and monthly newsletters by automating process, developing
       content, and enhancing quality of contacts on drop list to increase “open rates” by 29%.

Commercial Real Estate Agent | RICE & ASSOCIATES, LLC – NYC (2005-2010)
Spurred lasting revenue growth for boutique firm through effective prospect development, aggressive market analysis,
advisory services, and consultative selling.
Consulted with clients to identify needs and select properties based upon demographics, branding synergies, and optimal
revenue opportunity. Negotiated multimillion-dollar contracts. Selected accomplishments include…
    ♦ Awarded “Broker of the Year 2008” for procuring and closing 2nd largest commissioned deal in the firm‟s history.

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Lori Peddrick                                        917.626.1723                                               Page 2 of 3

eMedia Brand Manager – Expositions & Conferences | NIELSEN BUSINESS – NYC (2004-2005)
Recruited to orchestrate strategy for e-marketing initiatives and conference programs for a global business-to-business
media information company. Formerly VNU Media.
Directed business development, sales, editorial, design, and advertising for diverse portfolio of trade programs / events
with bottom line accountability for planning traditional and online advertising packages. Conducted in-depth needs
assessment for each brand to define strategy for site conversion; deploy websites and expand social networking
presence. Led training for sales and marketing teams on products, pricing, and brand strategy. Administered a $45M
program budget and P&L. Selected accomplishments include…
    ♦ Generated $750K in new revenue streams through effective conversion of 55+ expo websites and spearheading
       launch of 8+ conferences by implementing branded sponsorships and seizing untapped advertising opportunities.
    ♦ Played vital role in defining and implementing new product development approaches to enhance functionality
       and branding creating an online community.

Consultant | K&L FIELD MARKETING – NYC (2002-2003)
Brought on board by leading custom field marketing firm to spearhead a 12-week customer service program targeting
American Express merchants in Northeastern region.
Pioneered on boarding, training, and workflow of 30-member marketing team throughout project life cycle with
responsibility for performance assessment and weekly benchmark attainment. Partnered across multiple channels
(management, client, marketing) to ensure on-time and on-target execution; anticipated logistical challenges. Compiled
analytical status and quality assurance evaluation reports. Selected accomplishments include…
    ♦ Ensured above-the-bar success, meeting and exceeding project goals and successfully establishing new
        programs in 3 cities (Washington, Philadelphia, New York) to secure a $2M revenue.

Associate Promotion Director | ROLLING STONE MAGAZINE – NYC (2000-2001)
Entrusted with building sales pipeline and bolstering revenues through targeted promotional, sponsorship, and
endorsement programs for a cutting-edge entertainment publishing firm.
Orchestrated 4 national sponsorship programs with accountability for creating / identifying events and customized
promotions to increase advertiser spend. Conceptualized and executed strategic partnerships, tour sponsorships, and
retail tie-ins to enhance ROI. Partnered with sales teams and consulted with clients to deliver multilayered proposals
demonstrating value added throughout retail, print, online, and in-site opportunities. Selected accomplishments
include…
     ♦ Fueled a 25% increase in sales by championing and collaborating with editorial staff on themed issues targeting
         high-value market segments.
     ♦ Played vital role in generating incremental revenues of up to $250K by identifying, negotiating, and securing
         corporate sponsorship and endorsement opportunities.

Senior Account Executive | BATES ADVERTISING AGENCY – NYC (2000)
Served on point for executing award-winning national advertising campaigns for Fortune 500 client of an internationally
renowned advertising agency.
Blue printed bottom-line accountability for a $7M account spanning 5 corporate clients and 4 external partners (outside
execution and public relations). Devised and executed core strategy to build brand and ensure consistent messaging for
existing / emerging communications and collateral. Hired, trained, and supervised teams of 100+ throughout campaign
planning and implementation. Selected accomplishments include…
    ♦ Awarded „Marketer of the Year 2007‟ by Brandweek Magazine for a unique series of guerrilla marketing
        campaigns.

Associate Event Manager, Marketing Events | BUSINESS W EEK MAGAZINE – NYC (1998-2000)
Inducted as key member of team tasked with spearheading launch of 9 national conferences for emerging e-biz
technology for internationally acclaimed publishing company.
Expertly developed strategic, multichannel initiatives, events, and partnerships to increase revenue stream; propelled sale
of conference sponsorship services, including high-value contract negotiations and executive level consultations.
Partnered with internal departments and external vendors to create / rollout media and programs. Selected
accomplishments include…
    ♦ Played pivotal role in generating $1M in additional revenue through successful new product launch.
    ♦ Reduced costs by 12% by leveraging exceptional proficiency with Microsoft tools to create collateral in house.

Account Executive | MORTY‟S DIGITORIAL AGENCY – NYC (1993-1998)
Cultivated, expanded, and sustained profitable client relationships for interactive media post production agency.
Lori Peddrick                                        917.626.1723                                                 Page 3 of 3

Successfully prospected, secured, and leveraged productive rapport with key client decision makers, assessing media
needs for advertising, television, and music industry applications. Selected accomplishments include…
   ♦ Optimized strategy to ensure a solutions-focused approach to each project, based on industry knowledge and use
       of emerging interactive media technologies.


EDUCATIONAL BACKGROUND
Bachelor of Arts in Advertising Design  SYRACUSE UNIVERSITY – Syracuse, NY
Technical Proficiencies: Multiple CRM applications, Microsoft Office, QuarkXPress, and Internet Savvy

Highlights of freelance experience, portfolio, references and writing samples available at www.loripeddrick.com

				
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