Melissa Doran Rayer Email and Phone Number

Serve as strategic asset for the CEO with regard to forward-thinking initiatives involving profit optimization and innovation. Scope: Recruited to lead key-to-the-mission strategic initiatives and given full P&L responsibility for the creation, development, and execution of solutions to fuel corporate growth. The following are examples of select accomplishments encompassing Strategic Planning, Business Development, Sales, E-commerce, Product Development, and Customer Relationship Management;STRATEGY AND INNOVATION• Direct To Consumer Business Strategy: Challenged by the CEO to develop new revenue opportunities to maximize profit. Researched, identified, and presented a scalable strategy to pursue a digital direct-to-consumer business within SEI in an effort to maximize profit and efficiency within the Mass Affluent market segment. Navigating an entrenched employee base, over a period of 6 months, formulated, branded, and executed the first-ever digital platform; www.goalinvestor.com• Market Segment Restructure: In the wake of a recent acquisition, commissioned by Senior Management to optimize performance and identify growth sectors. Developed and executed all strategic communication, sales, process, and strategies. Within 2 years, achieved 1st to market in growth sectors. This event created large, profitable business segments that remain in place to this day.SALES & DEVELOPMENT• Business Development: Challenged to deliver new pricing to consumers and evolve the selling model from an independent sales force to “partnership based” for new products and services. Analyzed market needs, restructured compensation, and within the year, accomplished the sales strategy, positioned new products, acquired 1st new customer, and personally lead individual sales, achieving the desired conversion. This conversion led to SEI ranking in the top 9% in its class.

MULTI MEDIA & MARKETING• Strategic Development: Charged by CEO to investigate and identify new technologies that would potentially improve sales, customer experience, and corporate communications. Researched, identified, and launched a first-in-industry multi-media center with video conferencing. This system revolutionized all customer and sales interaction and became the standard for all marketing and communications. CONSUMER INSIGHTS• Channel Development: Called upon by the CEO to respond to Voice of the Consumer insights, investigate the existing B2B “distributor based” model, and identify alternatives. Monitored industry trends and identified appropriate product specifications. Developed and launched a comprehensive product mix within a profitable business segment. Within 2 years, fully integrated a new B2C model which continues to drive profit. PRODUCT DEVELOPMENT & TECHNOLOGY• Product Innovation: Tasked to develop an online technology product to strengthen relationships with B2C customers. Strategized and launched a complete solution with manipulative aggregate information allowing speculative scenarios. Within 3 years this portal became the primary tool to strengthen B2C accounts and reduced expenses.

PRODUCT MANAGEMENT• Innovation / Differentiation: In a crowded market segment with intense competition, identified the need to create differentiation in an effort to secure, and then expand SEI penetration and foothold. Designed, set the infrastructure, tested, and executed launch of a multi-pronged product mix. Within a year, realized increased market share.• Market Expansion: In an ongoing effort to expand into new channels, developed necessary market intelligence, investigated and identified market metrics, created business solutions. Designed, developed, tested, and executed concept. This channel has become the foundation of strategic initiatives corporate-wide. MARKETING• Marketing & Operational Leadership: Assigned the responsibility to establish operational controls and develop consistency across sales, service, and solution initiatives. Researched competitive landscape, developed value proposition, brand platform, pricing, designed and executed the marketing strategy. Over a 3 year period, refined this solution into a consistent articulation of value, created new B2C brand identity, and grew revenue. These efforts continue to bring profitable, sustainable revenue.• Brand Development / Soft Marketing: Our approach to consumers (B2C) was innovative and successful. Leveraged these successes to penetrate the larger business to business sector. Created and branded a soft marketing initiative to provide thought leadership. Within 6 months, this strategy provided improved branding, established credibility, and generated new business. The content developed generated inter-company acclaim as it became the most frequently downloaded content for our Website.