Stacey Cost Portfolio
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  • 1. Career Portfolio
  • 2. by the numbers… (505) 603-2930 - stacey@staceycost.com - www.staceycost.com
  • 3. snapshot… Name: Stacey Brazee Cost Born: Milford, Connecticut – 1960 Residence: Santa Fe, New Mexico, USA Summary: Accomplished Marketing Professional. Experience in Fortune 100 business environments as well as small and mid-sized entrepreneurial organizations. Proven track record in leadership, financial management, organization creation and personnel development across 6 industries. Noted for innovative branding, marketing/advertising excellence and efficiency, investment return and motivating people to deliver superior results. Areas of Expertise: Managing people  Optimizing internal and external resources and skill sets  Cultivating a fun collegial atmosphere  Developing talent and building strong teams  Selecting and managing agency partners  Creating reward and recognition programs and events Getting Results  Using research to identify opportunities and measure results  Streamlining processes to create time and cost efficiencies  Developing and implementing strategic plans with quantifiable milestones  Delivering topline growth and bottom line profitability  Propelling organizations to national prominence Imagining the new  Out-thinking vs. out-spending the competition  Adapting technology to accomplish objectives (production, fulfillment, CRM, web, e-store)  Sharpening the brand story to create a distinctive message in a cluttered category  Launching new channels and new products  Utilizing curiosity, tenacity and creativity to build effective business solutions Reaching out  Establishing and nurturing long-term relationships with peers, mentors, vendors, clients and direct reports  Enhancing community relations  Giving back Favorite Things: Innovation, challenge, brainstorming, laughing so hard I cry, warm weather, a great book, carbs, being comfortable in silence with someone else, new ideas, learning new software, authenticity, kayaking, loyalty, the smell of citrus, making jewelry, integrity, honest conversations, a nice smile, good manners, quick thinking, team players, swimming and dogs. Education: I hold an MBA from the University of Georgia with a concentration in Finance, which I felt was necessary to augment my BBA degree in Marketing from the same institution. I realized that executives, in general, believe marketing professionals do not understand numbers. So, by focusing on Finance in graduate school, I thought I could overcome that roadblock with potential employers. That was a good call. (505) 603-2930 - stacey@staceycost.com - www.staceycost.com
  • 4. the details… Stacey Brazee Cost 2011 – present DIRECTOR OF MARKETING PRESBYTERIAN HEALTHCARE SERVICES – Albuquerque, New Mexico Presbyterian is a not-for-profit integrated healthcare system with 8 hospitals, a medical group with more than 700 providers in 40 specialties and a health plan serving commercial, Medicare and Medicaid members. Presbyterian’s 10,000+ employees care for 1 in 3 New Mexicans with at least one service. Established in 1908 and headquartered in Albuquerque, NM. Responsible for brand identity, advertising, research, sales support and materials for all lines of business. Oversee the creation and implementation of marketing campaigns to grow revenue, retain customers and improve efficiencies. Accountable for identifying market opportunities and developing plans to address them while maintaining the mission of the organization to improve the health of its patients, members and communities.  Led enterprise stakeholders and digital agency through new website launch on Sharepoint 2010 platform. Improved navigation, highlighted self-service options, launched transactional capabilities for the health plan and mobile optimized key content areas. New site visits increased by 22%, page views increased by 35%, and supported mobile device access by 38% of visitors.  Developed consumer EHR awareness campaign to achieve over 100,000 patient account activations while successfully differentiating the organization.  Lead the research effort and marketing campaign to support the launch of Video Visits as a health plan benefit for most of the 420,000 members.  Delivered a self-serve platform to accommodate collateral and digital asset management needs across the enterprise improving the efficiencies of a 4 person marketing operations staff and leading to $250K in annual cost center savings.  Conducted research to measure consumer preference for delivery system and health plan. Achieved record setting preference for the health plan, more than 2 times greater than the next highest competitor.  Oversaw events to open new facilities and enter new markets including the opening of the first full service hospital on the West side of Albuquerque which was attended by over 7,000 members of the community. 2009 – 2010 VICE PRESIDENT - MARKETING HIGH COUNTRY GARDENS / SANTA FE GREENHOUSES – Santa Fe, New Mexico A multi-million dollar online, mail order and brick and mortar purveyor of hardy, unusual and waterwise plants with a nationwide customer base. Established in 1984 and headquartered in Santa Fe, NM. Responsible for brand strategy, positioning, articulation, creative execution, channel alignment, events, sponsorships, marketing communications, retail signage and POS materials. Also responsible for the elevation of website into an efficient, optimized and robust e-commerce platform.  Created multi-channel brand strategy, visual identity and creative guidelines.  Grew pay-per-click revenue 2x year-over year with strict ROI requirements.  Increased website traffic 12% year-over-year and accelerated transaction volume to compensate for lower average order value, thus stabilizing revenues. 2004 – 2009 SENIOR VICE PRESIDENT, MANAGING DIRECTOR - MARKETING THORNBURG MORTGAGE – Santa Fe, New Mexico NYSE traded, national residential mortgage lender focused on the prime, jumbo segment of the adjustable rate mortgage market. $5.2B in volume, # 737 on Fortune 1000 (2007). Executive ownership of all marketing functions within the organization to achieve origination volume objectives across multiple channels. Managed every aspect of demand creation, including brand strategy, strategic planning, advertising, research, customer relationship management and digital.  Grew direct origination volume from $2.0B in 2004 to $5.2B in 2007.  Identified new channel opportunity and successfully supported launch of wholesale lending which supported 18 account managers and over 600 broker partners. First year originations from this channel exceeded $1.1B. (505) 603-2930 - stacey@staceycost.com - www.staceycost.com
  • 5. the details… (505) 603-2930 - stacey@staceycost.com - www.staceycost.com
  • 6. the details… (505) 603-2930 - stacey@staceycost.com - www.staceycost.com
  • 7. Brand Eye Candy
  • 8. examples… print collateral & direct mail (505) 603-2930 - stacey@staceycost.com - www.staceycost.com
  • 9. examples… (505) 603-2930 - stacey@staceycost.com - www.staceycost.com out of home
  • 10. examples… other (505) 603-2930 - stacey@staceycost.com - www.staceycost.com
  • 11. examples… outdoor websites print advertising email retail signage customer loyalty (505) 603-2930 - stacey@staceycost.com - www.staceycost.com
  • 12. examples… internal messaging public relations trade media sales support events & tradeshows client communication (505) 603-2930 - stacey@staceycost.com - www.staceycost.com
  • 13. examples… out of home retail collateral, events & other materials print branding public relations (505) 603-2930 - stacey@staceycost.com - www.staceycost.com
  • 14. examples… promotions out of home collateral & packaging print retail (505) 603-2930 - stacey@staceycost.com - www.staceycost.com
  • 15. Shout Outs
  • 16. Background: I gather ideas and inspiration from my broad network of former managers, consultants, vendors, successful former colleagues, and my current work group. In the interest of continuing improvement, I surveyed this group and incorporated a concept I'm fond of, the Net Promoter Score. The Approach: 47 individuals were invited to participate, and I received a 74.5% response rate. The Question: "How likely is it that you would recommend Stacey Cost to a friend or colleague?" The Response: Stacey Cost's Net Promoter Score = 94.3% references… Detailed References Provided By: Wendy Clark Senior Vice President Global Sparkling Brand Center Coca-Cola Valerie Vargas Vice President Consumer Advertising & Marketing Communications AT&T Melissa Merk Senior Vice President First Mortgage Bank of America Joseph H. Badal Chief Executive Officer (retired) Thornburg Mortgage Home Loans Mike Fox Brand Strategist The Mullingar Group (505) 603-2930 - stacey@staceycost.com - www.staceycost.com
  • 17. reference… Name: Wendy Clark Current Position: Senior Vice President Global Sparkling Brand Center Company: Coca-Cola Industry: The world’s largest beverage company, operating in over 200 countries with over 2,800 beverage products. Contact Info: (404) 676-7020, wendyclark@na.ko.com Candidate relationship period 1997 – present Relationship with candidate: Business and personal Business relationship: Direct report from 1997 – 2000 Personal relationship: Have maintained contact due to personal connection made during working relationship and mutual respect for each other’s unique viewpoints and competencies. Comments: Stacey demonstrates the "genius of the and" by being both operational and inspirational in her work approach. Stacey masters the details, sets a plan, works the plan and delivers results. At the same time, she leads with vision, inspires teams (both direct and indirect) and plays to win the war (not the battle). The highest compliment I can pay Stacey is that during my time working for her I learned constantly -- about marketing, about business, about human interactions, about leadership and about integrity. (505) 603-2930 - stacey@staceycost.com - www.staceycost.com
  • 18. reference… Name: Valerie Vargas Current Position: Vice President Consumer Advertising & Marketing Communications Company: AT&T Industry: AT&T is the largest communications holding company in the world by revenue. Contact Info: (404) 499-3677, vv0293@att.com Candidate relationship period: 1998 – present Relationship with candidate: Business and personal Business relationship: Direct report from 1998 – 2000, and 2001-2004 Personal relationship: Have maintained contact due to personal connection made during working relationship and ability to constantly learn things from each other and see a different and valuable point of view. Comments: I have had the incredible opportunity to work for Stacey not only once but twice - at BellSouth Cellular and then at HomeBanc Mortgage. If you are looking for an individual who drives strategy, creativity, analytical decision-making and all while inspiring her team - she's your kind of leader. Stacey is incredibly insightful. She utilizes this strength in making strategic decisions to take a product, brand or service to market. Additionally, she is highly analytic using results-driven analysis to improve performance of that execution in the market. As a leader, she coaches the best from her team empowering and bringing out the special skill sets and abilities of each member. An inspirational leader, she is the type of manager who leaves raving fans within any company she touches. (505) 603-2930 - stacey@staceycost.com - www.staceycost.com
  • 19. reference… Name: Melissa Merk Current Position: Senior Vice President First Mortgage Company: Bank of America Industry: One of the world’s largest financial institutions. Contact Info: (704) 386-0435 melissa.merk@bankofamerica.com Candidate relationship period: 2000 – present Relationship with candidate: Business and personal Business relationship: Direct report from 2000 – 2004 Personal relationship: Not only did I find a mentor in my working relationship with Stacey, but I found a great person who I continue to lean on for her objectivity and who I can count on to help me maintain a positive perspective of what really matters in life. Comments: Reporting to Stacey Cost positively influenced my growth as a leader. Her mentorship enabled me to navigate objectively through strategic development and incorporate data as a key decision driver in my business routines. Most of all, she instilled a confidence in my analytic and marketing skills that has allowed me to transition my successes under her leadership into an extremely satisfying marketing career. Stacey not only recognizes and achieves the business goals of an organization - she knows how to develop people. I highly recommend Stacey as an executive leader because I am evidence her leadership formula works and I continue to use the strengths she instilled in my work every day. (505) 603-2930 - stacey@staceycost.com - www.staceycost.com
  • 20. reference… Name: Joseph H. Badal Current Position: Consultant, Author Previous Position: Chief Executive Officer Previous Company: Thornburg Mortgage Home Loans Previous Industry: Financial Services Contact Info: (505) 690-4503, joseph@josephbadal.com Candidate relationship period: 2004 – present, Relationship with candidate: Business and personal Business relationship: I hired Stacey and was her direct supervisor at Thornburg Mortgage from 2004 through 2007. Comments: Stacey brought new skills and experience to our company and shepherded the creation of a professional marketing department. In the process, she helped to develop several of her subordinates into significant contributors to our organization. But her contributions went well beyond just the marketing arena. Her creativity expressed itself in a variety of ways, including the preparation of the company’s strategic plan, construction of corporate presentations, developing a PR function and interacting with our sales department. I was able to count on her in a myriad of ways. I owe much of my success at Thornburg Mortgage to her support and advice. I found her to be a partner in whom I have great confidence. She proved herself to be a kind-hearted, generous person who is always ready to assist another department or co-worker in any way possible. After my retirement, Stacey has continued to be a source of marketing advice and has assisted me with the creation of my digital and social presence and has advised on other areas pertaining to my marketing platform. (505) 603-2930 - stacey@staceycost.com - www.staceycost.com
  • 21. reference… Name: Mike Fox Current Position: Consultant Company: The Mullingar Group Industry: Brand Strategy Contact Info: (336) 407-0820, mullingargroup@triad.rr.com Candidate relationship period: 1999 – present Relationship with candidate: Business Peer Business relationship: Worked with Stacey as the agency of record with BellSouth as well as Thornburg Mortgage. Have also provided strategic assistance to Stacey at Presbyterian Healthcare Services as she strives to enhance their brand and their interactions with patients and members. Comments: Stacey shows up to work everyday with a positive attitude and a willingness to combine gravitas and levity in a way that benefits her department and the brand. She believes that she can make a difference at her company and that is contagious. Innovation and creative thinking are Stacey's strongest skills, very powerful tools that she uses to manage change. She thinks outside the box and encourages others to do the same; she is a catalyst for my own best thinking. At the same time, she considers the implications of change and does not recommend reactive or haphazard paths. Stacey continually looks for opportunities to improve everything. She is also aware of the risk that is associated with introducing new processes or just doing things differently than they were done in the past and manages that risk conscientiously in her decision making process. She is an inspiring, motivational leader and an effective delegator, making sure projects move in the right direction without dominating the process. (505) 603-2930 - stacey@staceycost.com - www.staceycost.com
  • 22. (505) 603-2930 - stacey@staceycost.com - www.staceycost.com Thank you for your time and interest. Sincerely, Stacey Cost conclusion… For brands that compete in chaotic, rapidly changing industries, I successfully combine creative thinking with fact-based decision making to out-think vs. out- spend the competition. I have been fortunate to work with creative, innovative and entrepreneurial leaders in growing organizations across several industries. Collaboration with talented and exceptional individuals at all levels and across functional areas reinforces my belief that great ideas reside everywhere, but it takes a dedicated team to bring them into reality. I believe in constant learning, the importance of building a strong brand and the unparalleled satisfaction that comes from working as part of a creative and collaborative team.