Gary Lapointe Email & Phone Number

Phoenix, Arizona Area

MAJOR ACCOMPLISHMENTS• • Exceeded AAA AZ membership and insurance growth goals 13 of the past 14 years, grew membership from 573k to 922k, increased insurance premiums from $42M to $156M• Negotiated magazine print and paper contacts with vendors, saving $188,000 annually, without reducing the quality of AAA’s award-winning Highroads magazineMarketing Manager, Direct Marketing• P/L responsibility for $6 million annual direct marketing / magazine print budget.• Executed direct marketing portion of the Hispanic growth strategy accounting for 57% of new Hispanic member acquisition.• Built print advertising program that accounted for 10% of new member acquisition at a favorable cost per member.• Created and executed annual marketing budgets, short- and long-term marketing plans, direct mail circulation plans and developed internal and external list segmentation strategies to address target markets and maximize effectiveness of member acquisition, cross sell, retention and reactivation, to ensure profitable growth and business line expansion.• Responsible for budgeting, planning, executing, testing, forecasting, analyzing and reporting on acquisition, cross sell and retention direct mail for membership and insurance.

Phoenix, Arizona Area

MAJOR ACCOMPLISHMENTS• Saved $600,000 by consolidating print vendors for the $6 million annual Stanley Works marketing collateral and print spend, leveraging volume to negotiate favorable pricing / terms, improving brand consistency and customer service• Achieved list rental income of $250,000 annually through active promotion, a four-fold increase• Generated $1.3 million in first year sales for profitable new consumer catalogMarketing Services Manager• P/L responsibility for $60 million business-to-business direct mail catalogs with a $3 million annual marketing budget.• Developed customer segmentation strategies to maximize effectiveness of acquisitions and cross sell direct mail.• Revitalized responsiveness of the customer file through use of RFM, product purchase history, original source and demographic selections.• Created circulation plans, including external prospecting list selection for domestic and international mailings.• Responsible for Stanley’s catalog and collateral print, including vendor selection/negotiation.• Activated E-mail marketing program featuring a monthly newsletter to improve customer retention and introduce new products.• Performed trend and competitor analysis, developed and implemented promotional testing and market research projects, monitored and analyzed results.• Trained and led a professional and clerical marketing team.