Craig Sherman Email & Phone Number

Head of strategy and development

Sacramento, Ca, Us

CalChamber is a private corporation serving California businesses. I work for the commercial division, which provides software and products that help companies streamline their human resources activities. Responsibilities include inbound marketing, marketing automation, sales force automation, e-mail marketing, customer acquisition & retention programs, lead generation & scoring, database analysis, PPC, social media, affiliate marketing, and search engine optimization.• Architected & implemented inbound marketing strategy resulting in doubling leads generated for the sales team.• Manage & monitor over 60 sources of inbound traffic to automated nurture tracks to reduce cost per acquired lead.• Programmed SilverPop marketing automation software to nurture and score leads until ready to route to sales team.• Created the ‘Smart E-mail’, a monthly customer lifecycle management email that is customized for each customer based on their member status, assigned sales representative & purchase behavior.• Launched multi-step subscription acquisition campaign integrating PPC, banner advertising, e-mail, personalized landing pages, direct mail, outbound telemarketing, and a series of automated follow-up e-mails. The campaign generated positive ROI based on 1st year licensing revenue alone, which has never been achieved at CalChamber.• Introduced customer segmentation and multivariate testing to legacy marketing programs and offers to boost ROI.• Lead & mentor creative staff and marketing managers. Evangelist for new technology to advance marketing efforts. • Launched affiliate referral network on the Commission Junction platform.• Manage Search Engine Optimization and PPC/remarketing efforts across the Facebook exchange and Adroll.• Manage online analytics using Adobe Omniture and Google Analytics.• Manage remarketing automated e-mail campaigns triggered by cart abandons and lead score metrics using the SilverPop marketing automation platform.

I directed all Marketing functions and personnel of $25 Million division with full P&L accountability. Responsibilities included strategic planning, budgeting, forecasting, E-commerce management, sales management, customer acquisition programs, customer retention programs, trade show marketing, direct mail, e-mail marketing, and product development. • Improved Expense to Sales ratio through Integrated Marketing Strategies coordinated with Sales Team, which resulted in increasing first-half, 2001 profit margins 95% over first-half, 2000• Created the most complete and successful catalogs in the industry - 364 pages, 10,000+ products• Managed the redesign of smartpractice.com resulting in a five-fold increase in online sales• Accelerated response rates with technology driven integrated sales/marketing vehicles, which improved customer retention and acquisition, including websites, broadcast fax, autodialer technology, lead generation and database marketing systems. These efficient vehicles reduced average cost-per-contact from over $2 to less than $.30.• Increased Product Success Rates through research, testing and analysis, resulting in doubling margin dollars in 2 years as Product Manager of $2.7 Million product line• Managed team of 10 outbound sales professionals, driving sales through integrated marketing campaigns, targeted lead lists and weekly performance contests• Captured #1 market share using innovative pricing and discount strategies to drive incremental revenue• Managed cross-functional team to align efforts of Customer Service, Design, Credit and Operations departments• Converted company mail-room to a direct mail facility, enabling in-house list processing, digital and high-speed inkjet printing, and bulk mailing capabilities. This facility launches over 60,000 promotions per month at a 25% lower cost per piece and it reduced production lead times from 2 weeks to 1 day

Master Of Business Administration (Mba), Marketing/Marketing Management, General

Bachelor Of Science (Bs), Marketing/Marketing Management, General