Entrepreneurial executive with a solid history of creating integrated direct response marketing and customer retention campaigns as well as innovative solutions using direct mail, e-mail and online marketing techniques that provide measurable results. Success in developing and launching new products, customer acquisition and retention, driving revenue, and increasing market share in turnaround, established, and acquired companies.
See more at http://www.indeed.com/me/CharlesColletti
Broadview Networks, New York, NY, US, Director of Marketing
Directed marketing team encompassing creative, marketing operations, direct mail and digital customer lifecycle communications, program fulfillment, forecasting and market plan creation maintaining 55% profit margin and established KPIs. Managed e-mail marketing campaigns to nurture sales leads and develop customer loyalty. Executed internal and external corporate communications strategies supporting sales channels, customer relationship management, collections and business services teams.
Selected Accomplishments
• Develop and manage customer installation fee rebate program impacting new business realizing immediate new customer growth and increased sales close rates resulting in incremental revenue of $1MM and profit of $500,000.
• Developed and executed customer retention communications and branding strategy.
• Create customer profile and segmentation using in-house database for trans-promotional and up-sell campaigns designed to lift revenue and improve customer retention.
• Developed customer portal, e-mail and direct mail campaigns that ensured customer loyalty resulting in a significant decrease in churn.
• Promote new products and services using online and direct mail referral programs and scripted efforts to generate in-bound leads from prospects and existing customers.
• Develop and implement targeted vertical industry sales lead nurturing e-mail campaigns using Marketo marketing automation resource.
• Design and develop corporate website and landing pages using SEO techniques to reflect product and branding initiatives.
• Manage Google AdWords campaign – determine most effective keywords to drive traffic to website and evaluate spend/ROI – generated a 35% lift in prospect conversions.
• Evaluate performance of web activity using Google Analytics.
• Create sales collateral, white papers, sales proposals and telemarketing scripts for B2B technical and telecommunications products and cloud based solutions.
• Developed business-to-business & residential-consumer new market and product entry and channel acquisition solution strategies increasing product and brand awareness and conversions of customers and prospects.
