Overall responsibility for advertising, media planning, pubic relations, partnership development and loyalty program functions ($2.5 million annual budget).● Successfully re-launched the brand with a new entertainment venue positioning resulting in annual attendance growth of +3% and transaction volume increase of +5%. ● Expanded summer music concert series from 8 to 22 events-resulting in a 334% increase in attendance and an additional $1,310,000 in revenues. ● Achieved record level sponsorship revenues by securing an additional $1,150,000 in 2007.

● Achieved 106% of sales lead plan ($400 million in new 2nd mortgages) ● Reduced marketing costs 22% ($122,000 annually). ● Increased 2nd equity balances $2.5 million generating $105,000 in incremental gross margin (235% ROI)

Defined and implemented multi-channel marketing campaigns to over 1.4 million residential and 350,000 small business customers within a matrix-team environment ($15 million annual budget, 20 team members, 5 direct marketing agencies/vendors). Developed lifetime value models, direct marketing creative (benefits, proof points, layout design, tele-scripting) in-market test design and customer relationship management (CRM) operations.● Implemented marketing campaigns realizing an overall 21% incremental residential customer retention rate two years after Texas opened electric utility service to competition (88% residential market share).● Designed and implemented customer appreciation marketing campaigns achieving significant improvements in residential customer satisfaction (+6%), brand preference (+16%) and loyalty (+4%) and small business customer satisfaction (+6%), brand preference (+10%) and loyalty (+9%). ● Generated $39.7 million in incremental revenue by cost-effectively up-selling existing customers on alternative billing and payment methods. Exceeded goal by 105% with an overall 4.7% response rate (30,000 responses). ● Developed and launched new product and new collateral campaigns for the small business market - HVAC maintenance service - $375,000 new revenue● Negotiated and generated $4.3 million in co-partnership promotional funds within a highly regulated business.● Designed and managed the Texas Competitive Electric pilot campaign resulting in the largest market share among competitive small business retailers.Database Marketing ManagerResponsible for the evaluation of direct response programs and the development and implementation of customer segmentation and targeting models for residential and small business markets.● Implemented new lifetime value segmentation models improving ROI (4% to 17%) in the residential market.

Provided marketing promotion design and led the strategic planning for a $105 million Relationship Marketing division. Also, developed and provided program performance analysis, award cost management, capital project justification, P&L, and cash flow projections.● Generated $400 million in incremental hotel bookings by repositioning Holiday Inn’s Priority Club frequent stay program (6.6 million members) across multiple hotel brands.● Reduced award costs 9% ($22 million) and improved liability exposure for future award redemption by restructuring global award redemption levels and renegotiating vendor fulfillment contracts.● Reduced agency and vendor expense 3.5% by implementing new project management systems and processes, which captured activity costs and measured the effectiveness of marketing promotions.● Improved campaign time to market 20% by implementing a project management system and process for planning and tracking key performance metrics.

Developed and implemented new pricing models and sales force automation systems supporting the development and contracting of employee prescription benefit programs with fortune 500 customers. Implemented and administered sales force and account management incentive compensation plans.● Improved gross margin 2.0% by identifying customer specific pricing and commodity mix changes for the top 100 key customer accounts.

Improved target marketing and promotional programming by providing brand management and the direct sales force with fact-based selling tools, market analysis and reporting on pediatric antibiotics, over-the-counter vitamins, and analgesics product lines.● Improved incentive compensation effectiveness by as much as 50% across a 500 person pharmaceutical direct sales force using market segmentation and proforma-financial analysis targeting individual high value physicians.

Implemented category management & segment marketing strategies for Eagle Snacks and Campbell Taggart Food Divisions. Provided sales, marketing analysis, and period performance reporting for 15 product categories. Developed and maintained AC Nielsen and Information Resources syndicated databases and proprietary market research data.● Implemented seven category management programs within 12 months, increasing shelf space by 700 square foot per retail store and sales margin by $20,000 per month for each grocery store chain / account.● Identified and repositioned product line - as response to competitor product introduction, sponsoring strategic realignment and development of new product line extension for the Eagle Snacks brand generating $1.2 million in incremental revenue.