NAME

Phone  Email

MARKETING EXECUTIVE:
Customer Acquisition, Retention, and Relationship Management
Results-driven executive leader and MBA with 13 years experience maximizing the marketing capabilities of some of
the retail industry’s most well-known brands. Customer relationship builder skilled in strategizing innovative acquisition
and retention plans to drive increasing loyalty and brand preference. Adept at aligning cutting-edge technology
developments and marketing concepts to continuously expand revenues and profit potential. Focused on mentoring
and educating cross-functional teams to communicate marketing best practices and promote broad understanding of
and consensus behind change initiatives.

Strategic Planning  Customer Relationship Marketing  Project Management  CRM Technologies

Customer Acquisition/Retention  E-Business  Segmentation  Online Marketing  Viral Marketing
Organizational Development  Marketing Database Development  Process Improvement  Metrics Development
Managerial Leadership  Team Building  Mentoring  Cross-Functional Communication

PROFESSIONAL EXPERIENCE
COMPANY 1, Rio de Janeiro, Brazil  2008-Present
Brazil’s largest book publisher.
Senior Director, Interactive Marketing
Brought on to drive a major corporate push to embrace a new online/digital business perspective, leading the
identification, evaluation, and execution of innovative business opportunities as well as educating an entrenched work
force on the benefits and growth potential of this new arena. Head a 26-member team to oversee all corporate
technology infrastructure and systems, including the active development and maintenance of 12 corporate Web sites
and all e-business initiatives.

 Leveraged a cutting-edge market opportunity, opened a $47M revenue stream, established Company 1 as a
market leader in the high-growth self-publishing segment, and enabled simplified access to out-of-print titles with
the creation of a print-on-demand facility.
 Tapped into a new revenue stream by paving the way for Company 1 to co-publish competitors’ out-of-print titles
through this proprietary system.
 Rapidly educated senior management in technologies considered revolutionary to the South American business
environment by orchestrating international partner visits and negotiating long-term agreements with some of the
U.S.’s most technologically advanced firms.
 Built widespread consensus for fundamental change in the business model of this 70-year-old industry giant with a
commitment to company-wide communication and ongoing open learning sessions.

COMPANY 2, Ann Arbor, Michigan  2003-2008

Leading retailer of books, music, and movies with more than 1,100 subsidiary stores worldwide.
Director of Customer Relationship Management (CRM), Credit Card & Gift Card Marketing (2006-2008)
Ran a 6-member team to strategize, develop, and lead the execution and ongoing operation of loyalty marketing,
rewards, gift card programs, and the XXXX Visa program. Oversaw market and customer research, continuously
analyzing key metrics to develop customer segmentation and targeting strategies.

 Delivered a $3.7M incremental profit stream with the establishment of strategic marketing alliances leveraging
database marketing resources.
 Improved personalization of the customer experience by segmenting the 24M-member rewards program into 18
unique segments and creating personalized, one-to-one messaging and promotional offers.
 Led the re-launch of a $250M gift card program, exceeding sales goals by 7%.
 Increased membership in the XXXX Visa program by 30% in a single quarter with new outreach strategies.
 Recognized for outstanding performance and innovative leadership with the highest possible evaluation scores 4
consecutive years with this company.
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COMPANY 2 (continued)
Senior Manager, Loyalty & CRM (2004-2006)
Managed customer loyalty and retention programs and served in a key relationship management role with internal and
external loyalty program partners. Planned and led construction of a centralized customer database and ran the XXXX
email program encompassing 15M members.


st
Beat 1 -year targets for loyalty program members by 150%, achieving more than 15M members enterprise-wide.
 Transformed the under-performing, under-utilized XXXX loyalty program into one of the largest (30M members to
date) programs in the world by demonstrating the existing program’s weaknesses, educating senior leadership on
loyalty program potential, and garnering consensus for a replacement program.
 Honored for exemplary leadership and values in line with corporate core values as 1 of 5 recipients of the
prestigious, enterprise-wide “Leadership Award.”

Strategy & New Business Development Manager (2003-2004)

Defined product roadmap through in-depth, ongoing research, industry/market/competitive analysis, and customer
needs assessments. Identified and assessed new business opportunities, specifically the evaluation of new overseas
markets, new products, and potential development/marketing partnerships. Additionally, provided marketing research
expertise on day-to-day category management and marketing spending issues.

 Orchestrated the complete rebranding and repositioning of 36 XXXX locations into XXXX Express stores,
navigating and coordinating the efforts of all corporate functionalities to successfully deliver one of the company’s
most significant projects.
 Increased sales and improved the return-per-dollar-invested by assessing the productivity of the marketing spend
mix and implementing a comprehensive budget reallocation.
 Contributed to the study of potential corporate expansion into Spain and Mexico with strategic intelligence, the
creation of a business model, negotiation of alliances with existing Spanish and Mexican book retailers, and the
evaluation of potential real estate investment opportunities.

CAREER NOTE: Full-time pursuit of MBA, including a marketing internship with XXXX, 2001-2003.

COMPANY 3, São Paulo, Brazil, Santiago, Chile, and Chicago, Illinois  1998-2001
World’s premier, full-service provider of print and related services including business process outsourcing.
Marketing Manager for Latin America
Built company’s Latin American marketing division from the ground up, overseeing a 4-member team to
assess/evaluate the market potential of mergers and acquisitions while strategizing and executing regional marketing
plans. Recruited and hired the regional sales team and drove initial new business development efforts through
intensive prospecting.

 Skyrocketed market share by 83% in a commoditized industry with a strategic market differentiation initiative
focused on developing and promoting value-added and innovative services.
 Maximized revenues and balanced plant work loads by enabling flexible pricing and production with the creation of
a 500+ directory database monitoring key markets and competitor sales data.

EDUCATION & TRAINING

Master of Business Administration, University of XXXX, Ann Arbor, Michigan
Bachelor of Arts in Business Administration, School, São Paulo, Brazil
Certificate in Customer Relationship Management, University XXX, Evanston, Illinois

FLUENT IN ENGLISH, PORTUGUESE, AND SPANISH  ITALIAN AND BRAZILIAN CITIZEN  U.S. GREEN CARD HOLDER

Resume