The Marketing Advantage in Little Rock, ARDirector of Marketing Research & Information Technology
Aug. 1997 - Mar. 2001Little Rock, ArkansasWorked directly with clients and advertising agencies to achieve revenue growth and higher visibility through customized market research campaigns. Evaluated results through traditional statistical models and presented outcomes to client leaders, recommended directional changes when necessary. § Managed center of 100 telemarketers to gather all results for finalized marketing & advertising campaigns. Supervised marketing research personnel, devising improvement plans, training, and staffing. $12M budget. § During early phase of tenure, entire 100-‐head office network depended on a small database for clients’ reservation and fulfillment process. As process head for network expansion and optimization, led first-‐ ever phased implementation of true client-‐server application. In ~10 months, defined plan, marshaled cross-‐functional stakeholders and third-‐party contractors, and developed and introduced new system. o Achieved ROI in 6 months through automation of fulfillment, online credit card processing, and marketing research analysis for clients, empowering them to book mini-‐vacations for customers faster and cheaper than ever before. o Reduced support staffing head count 50%. o Expedited call time 30% and credit card processing 60%.