Nancy Small Email & Phone Number

Greater New York Area

Business Coach and Advisor for start-ups and businesses in transition, those undergoing ownership and management changes and acquisitions. Primary interest and experience is in media, digital and offline marketing and ecommerce.

New York, Ny

Optimized market potential and profit through the application of CRM strategy, customer insight, and intelligent data analytics. Transformed clients’ existing customer information into actionable business intelligence. Leveraged intelligence to build brand awareness, differentiate among customer personas, promote unique customer segments, and develop and optimize media channels while reaching unique new customers, activating current and reactivating lapsed customers customers. • Lead the development and implementation of a proprietary persona-based data-driven model inclusive of customer LTV, RFMI, Market Basket purchasing behaviors, life stage changes, and demographic and behavioral intelligence.• Trained Account Executives in integrated, media agnostic, multi-channel offline and online strategic marketing programs that drove enhanced revenues and ROI and solved clients’ most critical marketing problems. • Led the Media Center of Excellence (centralized campaign planning, negotiations and production), including the development of detailed training programs, standardized and streamlined procedures, internal feedback loops, and metrics of success, resulting in more effective client campaigns, increased efficiency and enhanced associates' job satisfaction. • Co-chaired the Operating Board, with renewed focus on financial business performance, corporate cohesion and culture. • Envisioned and created the Women’s Leadership Initiative. Co-led discussions with females at all professional levels empowering them to “find their voices,” and setting boundaries. • Developed and led X-channel training for the Client Relationship Management Executives.

New York, Ny

Developed the business plan and operating strategies for ShopAmericaClub.com, a globally marketed ecommerce site that aggregated highly sought after U.S. goods at guaranteed low prices for the convenience of international shoppers. • Identified and contracted with ecommerce partners for inventory, data, billing, fulfillment and global shipping. • Designed, conducted and interpreted consumer market research on products, brands and consumer propositions with target shopper groups.• Oversaw development of website functionality and design to ensure seamless UX, including shopping, checkout, billing and customer service functionalities.

New York, Ny

Envisioned, led and directed the launch of Hallmark Magazine to a paid circulation of greater than 700,000 in under 18 months, positioning it as a direct competitor for readers’ time and attention and advertisers’ media dollars against the most highly regarded women’s lifestyle titles. Selling fully integrated media packages while leveraging the assets of Hallmark Cards, Inc., we booked over 60 ad pages per issue within the first year. Led the launch of online ad sales for hallmark.com selling out the inventory at launch. • Developed strategy and operating plans for the launch and rapid growth of Hallmark Magazine, setting the course for growth to a million circ within first 3 years with tightly limited resources.• Exceeded success metrics: EBITDA, advertising revenues, and circulation promotion.• Efficiently managed overheads, personnel and promotion costs, outsourcing a wide variety of functions. • Leveraged Hallmark Cards Inc. assets and brand and competed effectively for advertising dollars against top women’s lifestyle titles in packaged goods, financial services, pharmaceutical, tech, travel and pets.• Built audience to 3.85 million readers with highest Vista Affinity Research engagement scores across competitive set.• Attracted a significantly younger and more affluent (early 40’s with median HHI of $80,000) customer to Hallmark than the average Hallmark Gold Crown shopper.• Expanded brand association and appeal beyond "sentiments" to home, food, beauty and lifestyle topics. • Developed large-scale, non-traditional, Audit Bureau of Circulations circulation sources in partnership with Hallmark Gold Crown retail, direct response and digital businesses.

Charlotte, Vt

Built and led brand-based business that leveraged the company’s content assets and expertise to grow and develop new products and services across digital and print media platforms. • Grew EatingWell magazine’s paid circulation by 33% and frequency of publication by 50%. • Developed strategic partnerships and licensing agreements with experts at leading health organizations, universities, and corporations leveraging EatingWell’s content assets across their customer bases.• Built a diversified revenue stream of magazines, books, digital products and services, licensing agreements, custom publishing relationships and branded products.• Raised investment capital to support new growth initiatives.

Emmaus, Pa

Envisioned, led and managed the integrated, brand-based magazine, book and digital publishing business focused on the art of living in balance.• Directed the launch of Organic Style (OS), a woman’s health and lifestyle publication which grew to circulation of 600,000 in first year and a half. Clear positioning allowed OS to successfully compete for reader and advertiser market share against major women’s health and lifestyle titles. • Hired, directed and managed advertising, editorial, research, consumer marketing and business management teams.• Grew advertising revenues to over $1 million per issue through strategic positioning, partnership marketing, acquisition of marketplace intelligence and leveraging of integrated programs and assets.• Launched Organic Living book division, signing top author talent such as Deirdre Imus, Rodney Yee, Dr. James Rouse, David Joachim, and Susie Bayles.• Led the repositioning and financial turnaround of Rodale’s flagship publication, Organic Gardening. • Integrated book, magazine, and web divisions in to a customer-focused business unit which resulted in process improvements, lower costs, enhanced staff skills, and improved productivity.

Emmaus, Pa

Led the consumer marketing initiatives across Rodale’s seven special-interest areas (Organic Gardening, American Woodworker, Backpacker, Bicycling, Mountain Bike, Scuba Diving and Fitness Swimmer) while developing innovative endemic advertising marketing partnerships.

Charlotte, Vt

Specialized in serving the needs of regional and special-interest publishers and non-profit organizations (Hemming’s Motor News, Adirondack Life, Vermont Magazine, The Lake Champlain Land Trust, and Storey Publishing.) Developed and implemented CRM strategies to ensure timely, cost-effective, targeted programs reaching new, retaining current and reactivating lapsed customers.

Charlotte, Vt

Led the launches of Harrowsmith Country Life (HCL) and Eating Well (EW) magazines. Grew HCL’s rate base to 250,000 paid readers and EW’s to 600,000 through the application ROI-based source evaluation, rate base management and extensive testing and rollout of new creative, pricing and offers.

Bs, Business Administration, Cum Laude

Concentration in finance, marketing, organizational management and human resource development

Education record