Susan Barclay Home: (614) 781-9757 · Cellular: (614) 309-3529 · E-mail: s_barclay99@yahoo.com
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
Areas of Strength & Expertise
·         Brand Marketing ·         Client Management ·         Vendor Management ·         Campaign Analysis ·         Content Development ·         Relationship Building	·         Customer Retention & Acquisition ·         Strategic Business Planning ·         Market Analysis/Research ·         New Market Introduction ·         Campaign Planning and Execution ·         Direct & Multi-Channel Marketing	·         Product Launches ·         Project Management ·         Brand Awareness ·         Solution Selling ·         Lead Generating Strategies ·         Collateral Development
Professional Experience

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.

·         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.

·         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.

·         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.

·         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.

·         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.

·         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).

·         Introduced telemarketing as campaign tactic; success of effort led to formation of inside sales department.

·         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.

·         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.

·         Selected as key company representative at national and international industry conferences.

·         Managed and directed work teams supporting major ACS retro-digitization effort including product design, enhanced electronic functionality and beta testing.

·         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.

·         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.

·         Designed and implemented process for purchasing journal articles via Internet; recognized as one of first scholarly publishers to offer pay-per-view.

·         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.

·         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

Home: (614) 781-9757 · Cellular: (614) 309-3529 · E-mail: s_barclay99@yahoo.com