Donna Cramer Email and Phone Number

• Manage an internal team of eight that oversees all aspects of Auto Insurance and Membership direct mail campaigns (~$50M annual budget) across 21 AAA markets including strategy, creative development and testing, list segmentation, production, budgeting, and vendor management. Staff includes – Five account managers, two analysts, and a graphic designer• Implemented numerous cost savings efficiencies (e.g. renegotiating vendor contracts, reducing production costs, and maximizing USPS programs) in 2022 resulting in an annual savings of ~$1.2M• Successfully transitioned ~$2M in agency business in-house resulting in an annual cost savings of ~$500K• Provide management, training, and strategic support to the team for weekly and monthly deliverables• Team liaison to Sales and Marketing Executive Management requests• Present monthly campaign results to Sales and Marketing Executive Management• Develop new Tableau dashboards and refine existing ones to enhance business reporting and analytics • Partnered with external agency to develop an integrated, media plan to meet budgeted CPL and CTA goals• Ensure all creative reflects the AAA brand guidelines

• Built an internal team of three to manage all aspects of Auto Insurance direct mail campaigns (~$15M annual budget) across 20 AAA markets including strategy, creative development and testing, list segmentation, production, budgeting, and vendor management• Built overarching strategy for Member and Non-Member direct mail campaigns that were produced on-time and within budget despite numerous lingering COVID constraints• Partnered with outside list vendor to ensure list criteria (income, age, credit score, etc.) resulted in the optimal response rates• Provided management, training, and strategic support to the team for day-to-day deliverables• Partnered with external planning agency to develop an integrated, media plan to exceed budgeted CPL goals• Implemented numerous production and postal efficiencies resulting in an annual cost savings of ~$350K • Initiated the development of a Member decile model to optimize best performing monthly mailing segments • Developed a 5-week direct mail response curve to quickly evaluate creative results and implement top performing creative sooner • Collaborated with the market research team to conduct quantitative and qualitative online focus groups to analyze the effectiveness of existing creative• Overdelivered on projected Insurance lead goal by 39%

• Developed, implemented, and managed all Auto Insurance direct response marketing initiatives for the largest AAA market, California, with a budget over $39 million• Managed five outside advertising agencies to optimize multi-channel, integrated marketing initiatives to exceed monthly/yearly lead and sales goals while meeting annual CPL and CPS goals. Media channels – DRTV, CTV, digital (Search and Display), direct mail, FSI, radio, print, and email • Supervised agencies with creative development for all media channels to ensure creative was aligned with the brand and met marketing objectives/KPI’s• Monitored and analyzed lead generation results for all campaigns on a weekly basis to determine what future lead forecasting and media mix adjustments should be implemented• Processed all agency and vendor billing in a timely manner to ensure monthly and yearly budget accuracy• Partnered with Legal and Product teams to create marketing materials that met compliance standards• Collaborated with internal partners (sales, email, digital, and database teams) on a weekly basis• Developed and launched marketing strategies for three new markets - Ohio, Kentucky, and West Virginia• Partnered with market executives to ensure marketing initiatives were on time and budget • Consistently managed annual marketing budgets within a 1% yearly variance

• Assisted agency executives in developing strategic marketing plans to achieve client objectives• Purchased and analyzed all agency media buys• Assisted in the development of client websites through a third-party vendor• Worked with production department to ensure all work was completed on time, within budget, and in a manner consistent with the stated goals and objectives of the project• Supported Finance Manager in developing accurate monthly billing while maintaining agency profit margins

• Developed and implemented all direct response marketing strategies for CareCredit, the nation’s leading health care credit card• Succeeded in exceeding yearly sales goal by 6% in a marketplace where CareCredit had an existing market penetration of 85%• Implemented acquisition marketing efforts primarily consisting of direct mail, trade publications, trade show support, email, and social media• Developed key retention direct mail messaging by target audience that increased CareCredit’s utilization with existing card members by 20%

• Counseled Mazda on all direct response strategic planning, media planning and analysis, and creative development and execution• Primary liaison with all internal and external teams including senior management, planning and strategy team, analytics, interactive, creative, events and promotions, print, and production vendors• Increased lead generation through constant optimization of multi-media mix• Supervised a team of two to ensure projects were delivered on time and within budget • Increased agency revenue by procuring new business/client – Los Angeles Cable Co-op

• Supervised the overall strategic development and creative execution of Hyundai Motor America’s national direct response advertising campaign ($2 million budget) resulting in a 15% increase in sales • Key account person involved in the development and execution the integrated launch of the 2002 Sonata• Developed new direct response control creative that outperformed previous control creative by 10%• Increased prospect database with external test lists that outperformed the house file