Barbara Armour_Resume 2021_March

1. BARBARA ARMOUR CANTON, GA 30114678.296.5622barbaraarmour1@hotmail.com Linked In Profile
Senior Integrated Marketer, Product Marketer and Marketing Operations Leader
Proven revenue generator and leader with diverse experience delivering improved MROI, sales growth, integrated 360
advertising, retention, and maximized operations in fast-paced B2C and B2B companies.
Industry experience: Retail, CPG, Wireless, Automotive, Digital Payments, ISP and IoT/Telematics.
Channel experience: DTC, Mass Merchandisers, Grocery, C-Store, Call Centers, OEM & Carrier Retail, Ecommerce and
Affiliate Partners.
Skills: Strategic Marketing I Digital Analytics I Marketing Analytics I Business Intelligence I Ecommerce Marketing I
Channel Marketing I Omnichannel Media I OEM Marketing I Shopper Marketing I Acquisition Marketing I Category
Marketing I Team Leadership I Agile Method Advocate I Vendor Procurement I Promotions I Pricing I Packaging I
Merchandising. Technical Snapshot: Adobe Analytics Suite + Audience Manager; + Experience Manager. Google
Analytics, PowerPoint, Tableau, Sitecore, Salesforce, Pardot, Trello, JIRA/Kanban. Certifications: MS Project 2003;
Advanced Excel 2010.
CLIENT COMMAND AGENCY, Atlanta, GA March 2018 – Current
Sr. Director, Product Marketing & Business Intelligence & Marketing Operations Lead B2B Automotive
Spearheaded product marketing, new messaging, brand content and demand generation improvement to expand company footprint,
optimize revenue growth, and sustain client relationships. Set, implemented, evaluated, and continuously improved business intelligence
strategies and data methodologies on campaign KPI, customer acquisition, demand generation, product usage by segment, and
shopper journey insights.
 Co-author new branding & messaging in advertising media and sales collateral driving 150% increase in Leads.
 Owned 4 successful product launches: Spanish Shopper, Attribution Reporting, Value Calculator, and AI-based Active Shopper KPI
portal. Owned gathering user requirements and project management for go-to-market efforts.
 Created the strategy for Business Intelligence and process for clean data, analytics and reporting on product claims.
 Key contributor on delivering 8:1 MROI. Increased revenue by 26% YoY and decreased costs by 18%.
 Owned and project managed stand up of Pardot/Salesforce automation, email cadences, scored leads and tracked funnel KPI
improving demand generation for Direct and Agent Channels. Improved sales close rates from 12% to 26% in 6 months.
VERIZON INC., Atlanta, GA September 2015 – March 2017
Sr. Product Marketing Manager (Media, Research & Operations) B2C Telematics/Wireless Retail &DTC
Led consumer acquisition via integrated marketing/advertising, media analytics, and business intelligence efforts on national product
launch. Oversaw a $106.8M budget for digital and traditional media planning, creative development, shopper research, consumer
messaging, reporting & operations, and retention campaigns. Hands on management for DMP performance and DSP targeting
optimization. Directed cross-marketing efforts, enhanced new messaging and creative outputs. Key strategist on planning the positioning
and media mix to attain key purchase funnel KPI.
 Led focus groups and insights on consumer segments, and shopping journeys to provide new positioning and new media targeting
resulting in 17% lift in sales units within 90 days of relaunch.
 Managed 4 employees, 2 agencies, tag management activities, delivered website content/UX, and creative messaging.
 Leader on Adobe tools initiative. Led contract negotiations, Business Requirements and Project Management for Adobe Analytics,
Target, Data Work Bench, Audience Manager, and Experience Manager through deployment and reporting.
 Strategic owner for iterative AB testing for email and website, using Adobe Analytics/Target to look for best-performing emails,
display and web pages. Utilized Experience Manager to serve content and finally automate for faster learnings,
 Led audit of BlueKai DMP data, new Adobe DMP with fresh data improving targeting and media ROI by 37%.
AUTOTRADER.com & KBB.com., Atlanta, GA January 2012-April 2015
Sr. Manager Market Intelligence & Operations B2C/B2B Automotive
Directed competitive, consumer, and industry insights market intelligence research while managing 14 vendor contracts. Developed and
presented consumer insights for emerging technology for use by C-level in integral decision-making.
 Co-author and project manager on the Forrester 5-year Addressable Market Sizing study with key insights to inform sales, product
and support IPO decision for Finance. Owner on definitions, methodology, quality assurance, and sales forecasting for the study.
 Led 20 strategic projects from ideation project to completion and subsequent products and messaging. (i.e., Millennial Shopper
Journey, Hispanic Shopper Journey, Uber Impact to Car Sales, Competitive Third- Party Funnel Journeys)
CAREER SUCCESS

2.  Owned 14 data vendors and digital tracking platforms used to inform Product, Sales, Branding and Media decisions.
 Owned stand-up of Comscore website tracking and reporting for all Autotrader and KBB websites.
SEARS HOLDING CORP., Chicago, IL September 2009–December 2010
Marketing Director, Ecommerce B2C Retail
Directed B2C integrated campaign planning and Site Catalyst reporting for Sears.com to increase revenue per visit and overall store
revenue across 18 business units. Directed 50 digital marketing programs that drove $443.4M+ in revenue. Managed $38.7.M promotional
budget. Designed fully integrated campaigns, digital &in-store showcases, sweepstakes, POS, and managed two digital agencies for the
Ecommerce vertical. Owned tagging, URL page maintenance, and level one web support.
 Increased YoY sales by +7% and achieved $53.9M in new digital marketing revenue throughout tenure.
 Set digital campaign policies/processes. Served as key member on Security, Attribution, Brand, Procurement boards.
 Onboarded $850K in new net revenue by delivering the first real time, auto-trigger email effort in company history.
EARTHLINK, INC., Atlanta, GA October 2003 –September 2009
Sr. Product Marketing Lead High-Speed B2C ISP
Directed a robust array of integrated marketing campaigns for new products to drive $344.7M+ in annual high-speed and home
networking subscription revenue. Managed three agencies and one cross functional team. Defined and executed pricing analysis,
integrated product marketing strategy, developed branding, co-branding, and messaging campaign elements. Continually grew sales
revenue. Owned Site Catalyst reporting and insights for UX, and optimization of conversion.
 Exceeded High-Speed sales forecast by 6% for DSL product portfolio deploying TV, Outdoor Direct mail, Emails.
 Delivered targeted Email offers to upgrade dial-up base to high-speed products. Converted 21%; <12months vs. forecast of 10%.
 Designed branding co-branding programs with leading companies including AARP, Apple, Sprint, Dell, and others.
 Built Affiliate/Partner Channel marketing plans, offers and sales collateral driving $281.9M an average net new revenue annually,
growing from 41% to 58% of total revenues from 2003-2006.
 Created first 210 DMA's analyses of High Speed BDI & CDI improved media and market spend efficiency by 28%.
NOKIA, INC., Dallas, TX March 1999–July 2003
Sr. Channel Marketing Manager B2C Wireless/OEM/Retail
Led a cross-functional sales and integrated marketing team in delivering strategic marketing/media and consumer acquisition
campaigns. Collaborated with sales and marketing senior leaders to drive strategy while holding full P&L responsibility for $18M
advertising budget. Designed marketing rollouts for product launches, messaging, in-store marketing efforts, online campaign
deliverables. Carriers included Sprint, Qwest Tracfone, Cricket, Nextel, Alltel.
 Consistently captured +60% market share for Nokia products across 7 CDMA Carriers with 4,300 Carrier Stores, and Walmart, Best
Buy and Target locations.
 Grew CDMA category/ Brightpoint Channel to second largest LOB at Nokia valued at $373M in revenue annually.
 Led CDMA product launches, trade promotions, marketing events, and supported brand campaigns that continually boosted
revenue.
 Recipient of the President’s Club Award for three consecutive years (2000 – 2003).
 Led co-brand activation on Sugar Bowl, Brickyard 400, March Madness, Kentucky Derby, Winter Olympics.
 Delivered Nokia's first promotional "tool kit" comprised of 32 "Idea Connection" offerings of co-branded, turnkey POS, radio &
print plus offer fulfillment allowing Carriers to quickly implement robust local marketing programs.
EQUIFAX, INC., Atlanta, GA B2C January 2011–December 2011
Sr. Director Marketing -Consultant
Key contributor for B2C acquisition and new product launch efforts encompassing email, search, display, and DRTV campaigns to drive
$329M in sales. Sourced and secured sponsorships, oversaw a $32.8M budget, managed digital and traditional marketing initiatives.
Oversaw all Braves & Falcons Sponsorship promotions/ media.
Conducted new agency search and full onboarding plus owned related benchmarks. Authored creative collateral brand position, voice
of the customer surveys. Launched Audience Science behavioral tagging/tracking to improve media spend by 6%. Provided product
marketing for 3 new products via 2 new national campaigns.
US BANCORP INC-ELAVON B2B April 2017–March 2018
Sr. Director, Product Marketing Consultant
Led Product Marketing launch efforts for new Digital Payments products across SMB space. Led go to market campaign
and pricing for Agent, Integrator, Direct Sales and Customer Account Manager teams. Created offers, fulfillment, sales
CONSULTING WORK-Finance & Digital Payment Space

3. enablement collateral and training. Program delivered product mix shift of +19%.
EDUCATION
MBA: University of Phoenix: Phoenix, AZ. GPA 3.5
Bachelors Business Admin,
Minors in Marketing & Economics: Benedictine College: Atchison, KS
40 ONLINE REFERENCES
https://www.linkedin.com/in/barbaraarmour/
PHONE REFERENCES
Mr. Robert Kennedy III
(337) 912-5489
Vice President /Marketing
Sears.com
Hoffman Estates, IL
Ms. Angela Wells
(404) 849-3609
Sr. Director; Insights & Innovation
EarthLink, Inc.
Atlanta, GA
Ms. Stacey Maude
(770) 235-8149
Vice President Strategy
ADP Inc.
New York City, NY
Ms. Terry Griffin
(404) 386-9044
Chief Marketing Officer
Equifax PSOL
Atlanta, GA
griffintm@comcast.net
Mr. Jonathan Lucenay
(404) 593-3677
Chief Executive Officer
Client Command
Cumming, GA
jhl@clinetcommand.com
Mr. Ian Gomar
(203) 722-2027
Chief Marketing Officer
Sears Holding Corp
Hoffman Estates, IL
riangomar@gmail.com
Mr. Art Oleszczuk
(404) 353-0090
Vice President
True Car
Los Angeles, CA
Mr. Rocco Tricarico
(301)785-1961
Chief Marketing Officer
Verizon, Inc.
Westport, CT
RTricairco@hotmail.com
Jennifer (Kelly) Dominiquini
Chief Marketing Officer
Evite, Inc.
Houston TX
jdominiquini@gmail.com