Stacey Cost Resume
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Stacey Cost Resume

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Resume, Career Documentation

Resume, Career Documentation

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Stacey Cost Resume Stacey Cost Resume Document Transcript

  • Resume
  • Stacey Brazee Cost www.staceycost.com Page 1 of 3 mobile: (505) 603-2930 Santa Fe, New Mexico e-mail: stacey@staceycost.com URL: www.staceycost.com 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. EXECUTIVE SKILLS • Brand Management • Merchandising • Customer Experience Management • Marketing Technology • Market Insights & Analytics • Mentoring & Team Building • Strategic Planning • Multi Channel Sales Support • Identifying Opportunities PROFESSIONAL EXPERIENCE 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 600 providers in 40 specialties and a health plan serving commercial, Medicare and Medicaid members. Presbyterian’s 9,800+ 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 internal stakeholders and digital agency in complete overhaul of web site, improving navigation, adding self-service access to patient records and online transactions. Increased new site visits by 20% to 141K/month, 35% via mobile. • Launched consumer EHR awareness campaign. Achieved 110% of patient account activation goal and successfully differentiated the organization. • Built self-serve platform to accommodate collateral needs across the enterprise resulting in improved efficiency of 4 person marketing staff. Diverted $200K in expense from marketing to operations. • Created merchandising standards to cross sell services in 100+ clinic and hospital locations and established design protocols for new clinics and refurbishing projects. • Ongoing measurement of 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 despite industry upheaval. 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.
  • Stacey Brazee Cost www.staceycost.com Page 2 of 3 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. ! Launched a state-of-the-art web portal and positioned the website to be a foundational element in both retention and marketing ROI. ! Created a scalable and flexible marketing support infrastructure that leveraged a small headquarters staff of 6. Over 300 SKUs were accessible online to internal sales people, and a separate online materials portal serving indirect channels had over 650 registered users. 2000 – 2004 EXECUTIVE VICE PRESIDENT & CHIEF MARKETING OFFICER HOMEBANC MORTGAGE CORPORATION – Atlanta, Georgia NYSE traded residential mortgage originator in the Southeast. $5.9B in volume (2004). Managed all facets of branding, marketing communications, digital, direct lending, strategic marketing alliances, market intelligence, public relations, community affairs and employee engagement. ! Participated in team to launch $319M IPO – HMB listed on NYSE July, 2004. ! Spearheaded start-up retail alliance channel in 2001. This channel generated $2.17B+ (35% of total) in loan volume in 2004, decreasing customer acquisition costs and reducing sales volatility. ! Created submission materials earning HomeBanc #39 and #20 placements on FORTUNE ® Magazine’s 2004 and 2005 list of 100 Best Companies to Work For respectively. ! Controlled a $10.0M marketing budget consistently achieving > 25% marketing ROI. ! Generated over $3.17M in PR advertising equivalent value in 2004, 350% growth from 2000. ! Formed The HomeBanc Foundation 501(C)(3), to optimally manage community involvement expenses and charitable cash flow commitments. 1986 – 2000 BELLSOUTH CORPORATION – Atlanta, Georgia NYSE traded Fortune 100 communications company. Fourteen years of career advancement within the wireless communication divisions of BellSouth. EXECUTIVE DIRECTOR – MARKETING 1998 - 2000 Senior executive leader exhibiting both strategic and tactical marketing proficiencies in driving revenue growth throughout 350+ retail locations and 400+ kiosk venues. Accountable for managing a $125M budget and providing executive direction to a team of 55 headquarters personnel and over 200 regional marketing staff. Conceptualized and executed strategies impacting market research, creative services, advertising, database marketing, promotion, alliances, merchandising and fulfillment functions.
  • Stacey Brazee Cost www.staceycost.com Page 3 of 3 DIRECTOR Marketing Information & Programs 1996 - 1998 Managed a staff of 25, significantly impacting competitive tracking, market intelligence, revenue management, marketing analytics and customer loyalty plans. Orchestrated and mobilized trend analysis, market segmentation, forecasting, predictive modeling, customer and channel profiling and loyalty program development in support of two operating companies across 27 markets. DIRECTOR Marketing & Sales Analysis 1993 - 1996 Directed the annual design, implementation, analysis and tracking of sales compensation impacting 1,400 employees in 25 markets. Developed and implemented corporate promotions as well as, incentive and recognition programs aligned with compensation and sales objectives. Also developed programs, products and services for national accounts. GENERAL MANAGER New Business Development 1992 - 1993 Developed and implemented programs to increase revenues and reduce expenses through new and existing distribution channels. Defined program objectives, timelines, and resource requirements, then developed business cases, metrics and operational processes. Highlights included developing and launching a real-time billing cellular rental program and a new National Accounts Sales and Marketing initiative. SENIOR MARKETING MANAGER Wireless Trials 1991 - 1992 Designed and deployed national and international wireless field trials. Key areas of focus were related to new technologies, applications, operating practices and market segments. SENIOR MANAGER International Market Planning 1989 - 1991 Promoted from a 3-year Assistant Manager role in the Market Planning Group to a highly visible role supporting international operations. Performed complex analytics, including price-demand forecasting, due diligence, market and competitive research, pricing and market planning for key strategic partners in Australia, U.K., Venezuela, Chile, Mexico, Denmark, Brazil and New Zealand. (Completed long-term overseas assignments.) ASSISTANT MANAGER Market Planning 1986 - 1989 Entry level position in a new mobile communication organization. Responsible for conducting competitive positioning analysis, developing customer marketing programs and managing consumer pricing. 1993 – 1997 FOUNDING PARTNER SWAN MEDIA – Atlanta, Georgia Founded and lead one of the Southeast’s leading Internet professional services firms. Acquired by iXL in 1997. 1985 – 1986 Product Manager with Scripto-Tokai accountable for marketing and product development. 1984 – 1985 Associate Buyer with Federated Department Stores - Richway Division DEGREES UNIVERSITY OF GEORGIA - Athens, GA MBA DEGREE, concentration in Finance BBA DEGREE, concentration in Marketing INTERESTS 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, a nice smile, good manners, quick thinking, team players, swimming and dogs.