Susan Barclay
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Strategic/Tactical
Brand Marketing Manager
Career History Highlighted by Success in Developing Marketing Strategies,
Introducing Innovative Approaches and Creating Integrated Programs Leading to
Enhanced Communications and Market Penetration
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Areas of Strength & Expertise
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Brand Marketing
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Client Management
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Vendor Management
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Campaign Analysis
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Content Development
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Relationship Building
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Customer Retention & Acquisition
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Strategic Business Planning
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Market Analysis/Research
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New Market Introduction
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Campaign Planning and Execution
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Direct & Multi-Channel Marketing
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Product Launches
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Project Management
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Brand Awareness
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Solution Selling
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Lead Generating Strategies
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Collateral Development
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Professional Experience
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Marketing Consultant...Columbus, Ohio 2011-present
Managing small to medium marketing projects
for various companies and nonprofit organizations. Providing specialized expertise
in developing strategy, increasing brand awareness, identifying business
opportunities and creating integrated campaigns to support lead generation and
sales.
UCT, United Commercial Travelers…Columbus,
Ohio 2010 to 2011
Nonprofit fraternal benefit organization that provides
members with community service involvement along with various insurance
products and benefits.
Marketing Manager
Responsible for identifying and managing all marketing
initiatives aimed at rebranding the organization including new
logo/tagline, special launch events, collateral redesign and vendor management. Project managed the creation of new company
website; defined strategy, crafted messaging and enhanced utility improving
overall online presence.
OCLC, Online Computer Library Center … Dublin,
Ohio 2002 to 2008
Nonprofit computer service and research organization
whose products and services help libraries locate, acquire, catalog, and lend
library materials.
Manager, Marketing Planning & Analysis
Defined and managed direct
marketing programs and lead generation activities (average of 40 annually) for
North American market segments; responsible for creation and execution of strategic and tactical
marketing programs generating over $6 million in FY08 sales.
Responsibilities included defining and creating
marketing strategies, ROI procedures, and measurement metrics supporting
business objectives; collaborated
with inside sales team to ensure timely follow-up with leads. Prepared follow
up sales tools including phone scripts, collateral and case studies.
Delegated tasks,
managed workflow and ensured performance of campaign analyst and marketing
analyst;
led cross
functional teams in campaign planning, execution (direct mail, e-mail,
telemarketing, and webinars), tracking and analysis.
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Exceeded total number of marketing
campaigns by 10% (while remaining under budget); improved lead generation and sales campaign
execution through flexible and resourceful campaign planning and efficient
resource allocation.
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Increased event registrations over 300% by revamping use
of webinar program; initiated and led effort to secure new provider,
increase participant capacity, and offer VoIP, live chat and threaded Q&A.
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Expanded e-mail opt-in list over 100%
through coordination and management of initiative balancing special offers with
product news; ultimately provided more robust
and value added content to customers and prospects.
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Identified gap and created process for profiling and
analyzing customer purchasing behavior and demographics; analysis resulted in new procedures utilizing reports for revenue
planning, business development and forecasting.
Segment Marketing
Manager
Initiated and executed marketing programs
targeting non-traditional markets (corporate, government, cultural heritage); accountable for strategy, messaging and promotional activities for new
and established product lines, covering brand awareness to post sales support. Supervised
3 direct reports including 2 market research associates and segment analyst.
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Generated $200,000 within 3 months via sales of new
collection analysis product to 50+ institutions; contributions included development of business plan as well as
orchestration of launch and team leadership.
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Improved both quality and quantity
of sales leads after spearheading incorporation of prospect data into company
CRM system; recognized for outstanding
performance (2005 Spotlight Award,
$1,500).
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Introduced telemarketing as campaign
tactic; success of effort led to
formation of inside sales department.
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Enhanced campaign
performance through implementation of process tracking and analyzing campaign
progress in real time; generated weekly reports providing excellent internal “PR” for team
activities.
American Chemical Society … Washington, DC 1988 to 2002
World’s largest scientific society for professionals in
field of chemistry; provides membership with scientific journals and databases,
career information and educational programs.
Senior
Strategist, Innovation Process Management
Member of senior executive
group earmarked to identify trends, evaluate opportunities and define strategic
goals for publications division; responsible for monitoring competition, evaluating new
feature/functionality, and identifying industry trends and partnering
opportunities complimenting and expanding existing portfolio of ACS electronic
products.
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Improved market research
opportunities by introducing and organizing focus groups, customer satisfaction
surveys, and usability testing; analysis provided foundation for division’s long and short term
strategic objectives.
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Selected as key company
representative at national and international industry conferences.
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Managed and directed work teams supporting
major ACS retro-digitization effort including product design, enhanced
electronic functionality and beta testing.
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Spearheaded and coordinated
successful launch of enhanced e-mail alert service; fast tracked implementation and launch in less than
6 weeks.
Senior Product Manager, New
Product Development
Managed
and advanced ongoing growth of e-content product line; accountable for preparation of business plans,
content development, market research, and problem solving.
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Exceeded 1998 sales goal within
first 5 months through development of business plan as well as revision of
pricing structure for CD-ROM product line.
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Designed and implemented process
for purchasing journal articles via Internet; recognized as one of first scholarly publishers to offer pay-per-view.
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Founded and implemented Library
Advisory Board providing feedback on pricing, packaging and new technologies.
Senior Project
Coordinator, Special Publications
Coordinated release of new electronic product line
including databases, CD-ROM, e-journals and web presence; developed business rules, marketing strategy,
product design, and budget.
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Created and established foundation
for web journal product line accounting for over $6 million in revenue; presented with Directors Award ($1,000) for
accomplishments.
EDUCATION
Indiana University … Bloomington, Indiana
Bachelor
of Arts in Journalism and Political Science
