Robert D. Small

Freelance Direct Marketer & Database Expert

Location:Woodland, California, United States
2 Skills
Robert D. Small
259 Morningside Drive
Corte Madera, CA 94925
(415) 945-8800


• Direct marketing and customer relationship expert, experienced in database-driven acquisition, conversion and retention marketing strategies, frequency/loyalty programs, customer-contact strategies, segmentation, analysis, advertising and media
• Well-rounded, with both agency and Fortune 500 experience


• Broad range of direct marketing experience, with a concentration in direct mail and e-mail marketing, including circulation planning, and segmentation of customer house files
• Management of data processing from inception of project, through mailing and results analysis
• Lead decision making based on results around strategic test plans
• Extensive involvement in strategy development for online retailers, consumer goods, and financial marketers
• Highly skilled in the development of presentations and comfortable presenting to all levels of agency and client management
• Proven strength in building relationships with clients, partner agencies and outside vendors
• Experienced in managing and leading team members

Business Experience

08/12-present Merkle Inc., San Francisco, CA
Associate Director
• Circulation and data processing management for consumer and business-to-business catalogs
• Responsible for list selection, vendor management and results analysis on all clients
• Clients: J&P Cycles, Lydia’s Uniforms, Motorcycle Superstore, Next Retail Ltd., Quartermaster

04/11-06/12 CBS Interactive, San Francisco, CA
Senior Product Manager, Email & Subscription Database
• Management of email newsletter subscription lists for business-tech websites including SmartPlanet, TechRepublic and ZDNet
• Development of new re-marketing strategies resulting in 400% improvement in re-activation of lapsed newsletter subscribers
• Launch of new onsite offers to increase newsletter subscriptions
• Maximizing monetization of lists through 3rd party relationships

03/09-4/11 Direct Marketing Consultant; Non Profit Volunteer

• Development of catalog circulation plans and strategies, including in-house customer files, as well as outside rental lists
• Direct Marketing Clients: AT&T, Masco Corp., WellHome, KeyBank, SolutionSet, CCA Global Partners, Carpet One
• Non Profit Clients: Meals of Marin, County of Marin, St. John’s Episcopal Church, Call of the Sea
4/04-2/09 Haggin Marketing, Inc., Mill Valley, CA
Marketing Director
• Acted as agency interface on all direct mail and e-mail circulation planning for assigned clients, working directly with client marketing and product management departments
• Developed circulation test strategies that maximized response and profitability, which led to a doubling of annual program budget

• Streamlined e-mail segmentation strategies, resulting in significantly higher deliverability, open rates and response
• Revised analytic process for major client, changing focus from product to customer, resulting in more strategic and profitable marketing efforts
• Put in place strategies that resulted in multiple $100,000s savings in program costs
• Clients: eBay, AT&T, Sunglass Hut, Shutterfly, Dell Computers

8/99-3/04 360 Group, San Rafael, CA
Media Director
• Solely responsible for all planning and placement of direct response media, including direct mail, e-mail, print, broadcast and alternative media
• Managed in-house service bureau on client mailings, ensuring proper data processing, and maximum postal discounts
• Clients: Add-A-Bed,, Barclays Global Investors, Cricket Wireless, INVESTools, Men’s Wearhouse, ScholarShare, SCORE! Educational Centers, University of Phoenix

6/98-7/99 PE Biosystems, Foster City, CA
Marketing List Manager
• Managed business-to-business biotech customer file, for use in all direct mail, telemarketing and field sales efforts
9/97-4/98 Wunderman Cato Johnson, San Francisco, CA
Media Supervisor
• Responsible for planning, placement and results analysis of integrated, multi media advertising campaigns for various marketers
• Clients: AT&T Language Line, Broderbund Software, Nationwide Insurance

1/92-2/97 Time Life, Inc., Alexandria, VA
Media Director, List Manager
• Responsible for profitable placement and management of print and direct mail campaigns for various book, music and video products; management of Managers and Assistant Manager
• Responsible for maximizing list rental income of Time Life house file, through attendance of various trade shows, as well as management of an outside sales organization

Wunderman Worldwide, New York, NY
Media Planning Supervisor
• Solely responsible for direction of all media activity and the supervision of Media Planners and Assistant Planners on planning, buying, results projections and analysis
• Clients: AT&T, Columbia House, Time Life Books

Media Planner
• Responsible for development and implementation of media plans, results projections and analysis
• Client List: L.L. Bean, Swiss Colony, Time, Inc., Time Life Books


New York University, New York, NY
Diploma in Direct Marketing, School of Continuing Education

Ohio Wesleyan University, Delaware, OH
B.A. English Literature, Minor in Economics

Kent School, Kent, CT
College Preparatory School

Skills (2) Rating
Direct Marketing