Charlotte Davis Email & Phone Number

Austin, Texas Area

Analyzed strategic position in various North American focus markets, identified opportunities to increase competitiveness through improvements in product, merchandising, pricing and other means. Designed and implemented tests to drive customer acquisition and traveler conversion.

Austin, Texas Area

Lead the development of traveler acquisition marketing campaigns for HomeAway's North American brands HomeAway.com, VRBO.com and VacationRentals.com. Plan and execute integrated campaigns leveraging SEM, SEO, Affiliates, Email, Social Media, PR, Display and Sponsorships. Negotiate co-marketing partnerships with tourism boards and other organizations. Manage agency relationships to deliver breakthrough creative and lead a team of marketing specialists to build programs that exceed traffic, conversion, and ROI objectives.

Austin, Texas Area

Clients include Business CFO Services consultant, Fortune 100 CPG Company, Local Real Estate Listing Site and Financial Services Consulting Firm. Provide an array of marketing services including: Inbound Marketing & Lead Generation - Designed and executed integrated marketing campaign to attract potential buyers for real estate mini-seminar. Leveraged Facebook, retargeting, email and direct response marketing channels to generate new leads and a 134% ROI. - Managed lead generation activities for real estate client including SEM (AdWords), social media, direct response and email marketing campaigns leading to 29% increase in monthly leads. - Authored white paper on attracting SMB customers for financial services consulting firm. Marketing Analysis- Analyzed web traffic, campaign performance and KPIs using Google Analytics and other tools. - Conducted high-level case study analysis of six recent CPG product launches and their implications for client’s Innovation strategy. Sales Enablement - Developed corporate positioning and marketing collateral including sales presentation, company brochure and website copy for business CFO services client.

Austin, Texas Area

Defined market requirements, conducted competitive assessments and acted as Voice of the Customer (VOC). Developed product roadmap and managed product lifecycle for $50MM SaaS and marketing program provider for the community banking industry. Provided leadership and direction for Agile development teams and coaching for Product Owners. Developed use cases, buyer personas and launched innovative personal financial management (PFM) platform to help clients better compete against much larger rivals.

Austin, Texas Area

Directed development and oversaw execution of local marketing efforts for 40 community financial institutions including print, out of home and broadcast advertising. Conducted in-depth user interviews and defined the value proposition for new personal finance management product for both client financial institutions and consumer end users.

Plano, Tx

Led the team that developed the positioning, strategic platform and launch plans for company's first entry into the Sports Drink category. Briefed and managed agency to produce advertising campaign for Accelerade scoring in the top 0.5% on Millward Brown persuasion of all ads tested in the past five years. Directed the development of creative, interactive, PR, sampling and promotional strategies across multiple brands.

Plano, Tx

Identified separate targets and developed distinct positioning for #1 and #2 Ginger Ale brands, increasing sales of both. Oversaw brand strategy of a portfolio of seven carbonated beverage brands. Led cross-functional team to develop and launch Diet Rite Cherry Cola line extension, exceeding action standards for purchase intent and overall liking. Developed annual plans and managed P&L's, exceeding financial targets on four of five brands managed during tenure.

Greater New York City Area

Launched new Mitchum® co-brand, increasing brand’s stick business +10%. Developed and presented the business case for exiting soft solids business, resulting in increased margins and profitability of entire APDO line. Repositioned Mitchum for Men Antiperspirant by identifying the most compelling claims through consumer research. Developed business case and gained senior management alignment to fund the first new Mitchum ad campaign in 10 years.

Jersey City, Nj

Performed ethnic market analyses for Oral Care brands and identified a $2.7MM upside opportunity by achieving fair share of African American and Hispanic target market. Managed copy development process with advertising agency; produced, tested, and revised TV copy for two ad campaigns, one of which made IAG Top Ten Most Effective New Advertisement list.

Jersey City, Nj

Successfully positioned a cost-savings project as a consumer-perceived product improvement via new packaging, advertising, and promotion. Result: +7% sales growth in a flat category. Exceeded brand sales and profit targets, achieving double-digit sales growth in a flat category.

Cincinnati, Ohio Area

Optimized manufacturing processes for Olay and Noxzema skin care products.

Mba, General Management

Activities and Societies: Bonini Fellow - One of three selected from over 100 applicants awarded full tuition fellowship

B.S., Chemical Engineering

Activities and Societies: Chapter President, National Society of Black Engineers