Accountable for marketing strategy, program development and execution delivering new business, upsell, retention and research product migration results for U.S. based 1 to 50 attorney law firms, state & local government, and small to medium sized corporate legal departments.  Led a team of 10 to 12 marketing professionals to achieve a fully loaded ROI of 295% for marketing programs through 2015. Aligned marketing strategies and programs with the needs of a large cross-functional group of business, product and sales VP’s, developing integrated, sub-segment, firm or department demographic/psychographic and practice area targeted, multi-channel marketing plans which exceeded marketing revenue contribution goals for 2 consecutive years. (+25% POS goal marketing contributions) Developed customer centric product benefit/usage focused marketing programs which supported the over achievement of migration goals to the new Lexis Advance platform in 2014 and 2015. Led social content/owned and earned media programs for Small Firms and Corporate Legal increasing CLE webinar attendance and product offer awareness by 25%. Fostered a high-performing team by defining clear marketing goals, plans and metrics, empowering the team to align with their business and sales stakeholder’s objectives, partnering with them but owning their own outcomes. Successfully screened, hired and on-boarded remote marketing employees based in the Philippines at a 50% cost savings.

Accountable for marketing strategy, programs and execution as well as market research, persona development and differentiated messaging supporting new business, upsell and retention results for legal research, litigation solutions and compliance products within U.S. corporate legal markets. Led a team of 4 to 6 marketing professionals, aligning with business, product development and sales VP stakeholder goals to develop, execute and track the performance of marketing lead generation, retention and new product launch focused programs. Achieved or exceeded 25% of marketing tied POS business goals for 4 consecutive years.  Executed retention marketing programs in 2011 which exceeded the goal of over 5% dormant user activation, contributing to the business’s historic high retention rate that year. Led a cross department/functional team to research and develop Financial Services, Insurance, Pharmaceutical and Hi-Tech industry customer personas and product benefit specific messaging, making marketing and sales communications to these priority targets more compelling, increasing response rates. Developed and executed an integrated, diverse channel mix of marketing tactics including email, direct mail, CLE webinars, customer studies/testimonials, enewsletter/social media content, association events, print, web and search engine advertising, as well as monthly sales/marketing aligned telethons, to drive YOY marketing contribution improvements with less budget and fewer resources.

Accountable for leading a 6 to 8 person team of marketing professionals responsible for developing brand/segment positioning, brand architecture, SWOT analysis and competitive assessment. Led the execution of integrated marketing objectives, strategy and segmentation plans to generate demand and brand awareness for a variety of existing products in traditional markets, and new solutions in new markets. Led the successful brand architecture and messaging development of 14 new Corporate & Professional Solution theme, brands and lines, alignment with cross-functional stakeholders, messaging and launch to sales and execution through all customer channels. Led all corporate segment messaging development initiatives. Oversaw the creation of marketing objective, strategy and segmentation plans for 5 newly developed Solution Lines, managed execution and tracking against these plans. Directed the successful market launch of TotalPatent™ – a revolutionary new product in new markets, representing a multi-million dollar investment and growth opportunity. Led the needs assessment, agency selection, and initial phases of development of a new Corporate & Professional markets website.  Led a team of outside consultants and multi-department internal experts to create compelling and differentiated sales messaging, training over 250 corporate market sales professionals to communicate more consistently and effectively.  Helped establish a new process of segmenting markets and approaching targets with integrated multi-modal, multi-touch nurturing communications. Developed and aligned with multiple stakeholders on the 2007 marketing budget allocation strategy, laying the foundation for a much needed/improved budget tracking process and accountability framework.

Accountable for the business strategy, growth and retention of the large corporate law department segment, consisting of 223 top accounts, comprising over $40M in online annual revenue. Deliverables included creating and overseeing the execution of the go-to-market strategy to achieve revenue goals as well as success metric tracking for this market. Led account retention strategies to retain commoditized online accounts in an extremely price sensitive market, with a long term goal of entrenchment and revenue growth though contractually bundled sales of online and new productivity solutions. 2005 Results – Customer attrition reduction of 36% over 2004 and a positive YOY online revenue trend of 1.2%. Represented business unit business and market needs during key acquisition negotiations in the areas of E-discovery (Applied Discovery) and Securities Law (Knowledge Mosaic). Led strategy and development of numerous successful RFP’s ranging from 100k to 2m plus in value. Managed the launch of LexisNexis CourtLink, an electronic court dockets product, to Corporate and Federal markets. CourtLink delivered consistent revenue growth of 150% in 2004 and 80% in 2005. Developed and implemented the launch strategy for LexisNexis Research Tasks, a simplified and intuitive way to perform legal research on the LexisNexis lexis.com flagship product.

Responsible for sales and delivery of client services for the Business Acceleration Consulting Group of Sabatino/Day, one of country’s top 200 advertising agencies ($70m in capitalized billings, $10m in gross income, in 2001) with offices in Dayton, Cincinnati, Los Angeles and New York. Agency partnerships include Mandalay Branded Entertainment and FUBU Media Group. Managed multi-disciplined teams to successfully complete market research, brand strategy, marketing communications, advertising and development of technology-enabled marketing solutions for LexisNexis Document Solutions. Oversaw the research, design, development and launch of a new web-based services offering for LexisNexis Document Solutions enabling their asset-based lending, law firm and corporate legal customers to create, retrieve and file critical legal documents electronically. Total billings exceeded $1.5M for this project. Led market research and analysis efforts supporting the initiatives of key clients including HealthSouth, LexisNexis, NCR, The Iams Company, Elder Beerman, and Convex. Directed the development of corporate brand identity, web presence and integrated marketing programs for Chicago-based BlueSuit Financial Partners, a provider of online brokerage and other financial services solutions to community banks under the STARfn brand. 2001 billings exceeded $1M for the project. Managed outside legal counsel, directing and coordinating all trademark, copyright and domain name research on behalf of agency clients.

Accountable for market strategy and marketing programs, successfully supporting market expansion and revenue growth in the large law firm, legal practice area, corporate legal, government, public record, financial services and media market channel areas of LexisNexis. Responsible for marketing programs targeting the legal practice areas of bankruptcy, banking and commercial law. Maintained and grew the $30m revenue base associated with these vertical markets during a time of industry transition and contraction. Developed direct mail and e-mail campaigns averaging a 3.2% overall response rate. Coordinated the product research, development and market launch of lexis.com Practice Pages, a new web portal, which achieved its goal of extending online usability and brand presence to traditional hardcopy legal publications. Achieved 18% incremental online product growth in FY98 developing marketing programs targeting corporate attorneys for a market established, legal research product know as SHEPARD’S. Directed the creation of sales documentation, sales collateral, direct mail, and media efforts supporting the successful launch of a web based productivity tool for corporate counsel professionals. Led the development of customized customer Intranet pages and welcome packets building customer brand recognition, preference and retention within targeted multi-million dollar government accounts.  Led relationship marketing efforts with key professional associations resulting in branded sponsorships, exhibitions, complementary web placements, and speaking engagements. Co-led the development of intra-divisional, print collateral, direct mail, and advertising campaigns driving the successful migration of software customers to a new flagship web product called lexis.com. Achieved 16% incremental online product growth by coordinating market research driven marketing programs promoting the benefit of public records information to all (600,000 plus) U.S. attorneys.

Directed market research and new product development, developed and implemented marketing programs, managed industry relationship/alliance programs and tradeshow presence. Coordinated on strategy with sales teams, presenting to clients and supporting critical deal closures.  Drove 24% and 20% incremental revenue gains during FY’96 and FY’97 within the Western and Central sales regions’ financial services markets. Increased the number of financial and economic sources offered online by 25% and negotiated profitable royalty provisions with numerous strategic licensors. Generated over $3m in incremental revenue in FY’96 as the product manager leading the development and release of a new task-based software interface for the LexisNexis online service.

Served as a team lead providing legal research and product technical help to LexisNexis customers with a specialization in large financial services account consulting.