I have 20 years of domestic and international experience in marketing communications and product marketing of commercial products, professional services, and personal services. Over the past 10 years I have provided Internet Marketing services for a wide range of businesses and many industries.
Areas of Proficiency
Search Engine Optimization
Product Line Management
Sales Lead Acquisition
Technical Trade Shows
EXPERIENCE AND RESULTS
USA MARKETING ASSOCIATES 1994 - Present
USA Marketing Associates Mansfield, MA
Internet and Traditional Marketing services
Public relations services
New company and new product launch
CORPORATE DIRECTOR, MARKETING COMMUNICATIONS 1992 - 1994
Orion Research (Div. of Analytical Technology, Inc.) Boston, MA
I directed divisional and corporate communication programs, utilizing a staff of seven employees. I established first public relations and first out-bound tele-qualification programs for the company.Selected all media for use by five different product line managers.
Directed the production of a sixteen monitor video wall and theater for corporate use at the annual Pittsburgh Conference Convention. Selected voice, graphics, background music and worked directly with video crew for inside and outside footage.
Responsible for design, graphics, layout, shipment and set-up/take-down of five thousand square foot corporate trade show booth.
Directed the creation of all advertisements, direct mail flyers, postcard, data sheets, brochures and catalogs.
DIRECTOR, MARKETING COMMUNICATIONS 1987 -1992
Keithley MetraByte (Div. of Keithley Instruments, Inc.) Taunton, MA
I directed all marketing communication activities with staff of five employees and a communications budget of $4.5 million. Created media plans and personally selected media to annually generate 300,000 catalog sales leads. Increased sales lead acquisition by 33%, while reducing cost by 25%. Generated over 1,000,000 sales leads in four years, tripling sales from $8 to $24 million
Analyzed potential and took a chance by redesigning direct mail flyers and postcards converting from 2 to 4 color. Redesign not only increased response rates but also reduced cost per lead.
Created in-house agency to place media, saving $70,000 per year in commissions and negotiated $40,000 sales tax refund with Massachusetts Department of Revenue.
Modified company catalog using paper changes, enhanced layouts, new printer and limited photography, saving $1 per catalog. Achieved a three year savings of $500,000.
Created $1 million European marketing communications plan for Germany, France, England,
Switzerland, Austria, Italy, Netherlands and representative countries. Sold the plan to EuropeanSales/Marketing managers.
Created $250,000 Pan European advertising campaign to support
European sales plan. Generated 70,000 leads for Europe in one year.
Redefined and established innovative Public Relations program that generated 15,000 press release inquires per year. Obtained 4 magazine front covers in first 7 months, obtained six technical article placements and visited 20 key editors.
Planned and implemented multiple direct mail campaigns with total mailings exceeding 2,000,000 pieces per year. Planned and directed all activities creating annual 300 page division catalog plus direct mail flyers, brochures, direct mail postcards, product line catalogs, letters and other fulfillment
SENIOR MARKETING ENGINEER 1982-1987
Analog Devices, Inc., Norwood, MA
Provided product line management for a mix of mature product lines maintaining their profitability.
Identified new business opportunities and introduced new products to extend life cycle.
Traveled to Japan, People’s Republic of China and other Far East locations to support marketing objectives for new market development.
Wrote new product definitions and business plans to develop key markets or to
meet specific application needs. I
ntroduced 23 new products, wrote product introductions, data sheets, application notes and promotional plans.
Provided technical and market training on all new products.
Negotiated $800,000 buy-resale contract with key distributor/private label reseller.
BSBA & BSEE programs at Northeastern University, Boston, MA
Guest lecturer at Bentley College and Clark University
Subjects: Direct Mail Marketing, Public Relations, Development of a Successful Marketing Communications Plan, Case Studies