Kathy Stack Email & Phone Number

Washington D.C. Metro Area

Drives marketing initiatives and strategy for advertising and brand campaigns, product launches, market research, direct marketing, and promotion to help clients exceed sales and revenue goals.

Washington D.C. Metro Area

Develops marketing strategy on a state and national level for a new member benefit. Prior to that, provided AARP staff and business unit partners with segmentation insights that informed business planning, program development, and communications. Develops and implements marketing strategy for a new health-based program that will launch by the end of 2015. Tactics include digital marketing, direct response marketing, state and local events, and TV/print/radio advertising.Liaison between AARP membership and policy teams on a new collaborative that will deliver on the 2015 IOM report on cognitive aging, which includes the area of age friendly banking.Managed and informed AARP’s segmentation work, which helped defines goals, strategies, tactics, and audiences for AARP’s financial and health portfolios.Advised business unit partners, including education and outreach, states, membership, brand, and enterprise strategy, on relevant segmentation to aid in developing programs and messaging.

Developed marketing initiatives and strategy for on- and of-line advertising campaigns, product launches, market research, direct marketing and promotion/offer development and roll-out to help clients meet sales and revenue goals. Clients include AARP, Verizon, Sprint/Nextel, and Network Solutions. Developed strategy for and implementation of direct mail, print, radio and TV campaigns for voice and high speed internet products. * Managed all advertising (on- and off-line), brand strategy, direct mail, social media and email campaigns to meet customer retention and acquisition marketing efforts for web marketing and design products.* Defined the strategy for and launched new and upgraded Web hosting, email, Web design, and ecommerce products.Advised organizational units on market needs and trends of the 50+ population to develop program and advocacy messaging.* Launched the major Q2 2005 marketing promotion featuring services and drove $4.8M in in-year revenue.

Developed product and pricing strategies for MCI's integrated local and long distance product suite, The Neighborhood, built by MCILaunched two new Neighborhood products in 2Q 2003 to expand the audience of the Neighborhood suite and combat the aggressive competitive environmentGrew the Neighborhood geographic footprint with appropriate pricing and sales strategies for regional expansionConducted frequent press and analyst interviews on marketing strategy and the state of the integrated local and long distance businessDirected regulatory, legal, tariffing, and finance teams on all product launches and expansions to ensure profitability, regulatory compliance, tariff accuracy and clarity, and customer satisfaction

Responsible for product marketing strategy for long distance, in-state, and calling card products for nation's second largest long distance carrierManaged implementation of product and pricing strategies for MCI's residential long distance products; resulting in $4B in annual revenueLaunched 3-6 new long distance products per year to acquire 13M new customers annuallyResponsible for acquisition, retention and winback for long distance customer baseCoordinated research, finance, training, marketing, and field communication teams to ensure products delivered desired goalsManaged international, domestic, and pre-paid calling card products and pricing, including product development, branding, and overseas advertisingDirected product positioning in all direct marketing campaigns, fulfillment packages, and invoices

Set product and pricing strategies for MCI's residential and small business international products, driving $1B in annual revenueDetermined international brand strategy for 280 countries, weighing financial, cultural, and market opportunity considerationsCoordinated launch of 2 international calling plans annually, which drove 13% year over year minutes growthResponsible for acquisition and retention of international customer baseManaged $10M advertising budgetLaunched print and TV advertising and managed telemarketing campaigns in 11 languages

Developed and maintained marketing partnerships with top companies in the airline, financial, retail, publishing, and non-profit industries to provide value-added benefits to customers for joining MCILaunched MCI partner programs and promotions with companies including American Express, Continental and Southwest Airlines, the Smithsonian Institute, NewsCorp subsidiaries, UA Theatres, Sam's Club, and SpiegelNegotiated contracts with all partners and ensured all terms were adhered to by both partiesDirectly responsible for all marketing activities, including direct mail and telemarketing campaigns, print/TV advertising, and broad-based collateral including statement inserts, ticket jackets, invoice messages, and free standing insertsCoordinated and managed all partner telemarketing campaigns Developed in-store merchandizing for kiosks offering MCI products in Sams Club storesManaged $6M budget to produce $25M in revenue annually; exceeded install plan by 25%

Managed sales and customer service teams of ten to twelve to ensure sales and service goals were met Engaged in employee interview, selection, training, monitoring, supervision, and employee evaluation; supervised staff on resolving customer inquiries on billing and service issues.PRO BONO WORK: Brand Strategy and Naming Projects for non-profits with the Taproot Foundation; Scheduler for the 2004 Kerry/Edwards campaign