Recent Work


Client/Employer:		Group, Inc.
Product:		Living Inside Out Curriculum
Need:		Launch new curriculum line
Solution:		Budgeted, planned and led all marketing efforts, including: Led marketing strategy and promotion of children’s curriculum launch. Managed and reconciled marketing budget. Year 2006 ended under budget. Forecasted and managed sales and inventory. Directed all advertising efforts including consumer and trade catalogs, product brochures, direct mail, product samples, website, and multimedia. Conducted extensive market research including market sizing, market segmentation, price elasticity testing, lost purchase follow up, and field tests. Developed and oversaw lead generation, customer acquisition and retention programs. Organized and conducted on-going product training to direct, inbound and wholesale sales teams. Supervised staff of four.

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Client/Employer:		Group, Inc.
Product:		Books
Need:		Promote awareness and drive sales
Solution:		Budgeted, planned and led all marketing efforts, including: Budgeted, planned and led online and events marketing strategy for over 200 active book titles. Developed and implemented pricing strategy resulting in additional $400K in revenue. Recognized need, researched solutions and implemented web-based title management system. Eliminated redundant systems and improved ability to efficiently share and maintain the most up-to-date title information with multiple internal and external audiences, including the sales team, wholesale and online retailers. Conceived and led e-book initiatives with Google Books and Amazon Conceived and led digital music initiative with online music distributor to test digital music sales and position company for future online growth. Negotiated, contracted, produced and managed over 150 product promotions annually distributed on industry leading websites and e-newsletters including: Group.com, ChildrensMinistry.com, Children’s Ministry e-news, rev.org, REV e-news, Christianity Today, iTicket, Videorocket, Facebook, and ShoutLife. Consistently delivered promotions within strict deadlines and budgets. Developed system for testing and optimizing online pay-per-click campaigns resulting in click-thru-rate (CTR) increases over 1000% and bounce rate decreases of up to 40%. Led strategy and development of multiple micro sites and an online social network to support various product releases. Analyzed and reported performance of online marketing to support senior management.

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Client/Employer:		Group, Inc.
Product:		GROUP Magazine: 25,000 circulation, bi-monthly magazine
Need:		Subscriber acquisition and retention
Solution:		Budgeted, planned, and led multiple online efforts including: Event promotions Direct mail campaigns Advanced renewal online and phone campaigns Multiple subscription mail offers Cross promotion with other product lines Blow-ins Cover Tip-ons Order stuffers Banners and landing pages

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Client/Employer:		Group, Inc.
Product:		National Youth Ministry Conference 2009 – a national four day training and networking conference hosting approximately 2000 youth ministry leaders
Need:		Attendee Acquisition and Retention
Solution:		Budgeted, planned, and led multiple online efforts including: Directed redesign, upgrades, integration with social technologies and viral marketing Developed and maintained conference website, including social marketing strategies Conceived, designed, implemented and maintained social network-nymcconnect.com Email development and distribution to targeted lists Magazine ad placement Event promotions Facebook promotion Banners and landing pages

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Client/Employer:		Group, Inc.
Product:		Parent Link Teen Edition: Monthly Parent Newsletter distributed to estimated 500,000 parents
Need:		Subscriber acquisition and retention
Solution:		Budgeted, planned and led all marketing efforts, including: Event promotions Print ads Direct mail campaigns Customer satisfaction surveys Email campaigns Cross promotion with other product lines Banners and landing pages