1. CR IS T INA M. GENNA
M E D IA M A R K E T I N G SP E C I A L I S T
SUMMARY & OBJECTIVE
Focused, highly motivated marketing manager who possesses value and
deep respect among industry professionals, colleagues, and supervisors.
Produces winning results, drives revenue, and leads through change and
innovation. Thoughtful and articulate with strategic analytical capabilities.
Recently selected by senior management of a Fortune 500 Company to
participate in a leadership development program. Seeking a challenging
new marketing and/or digital media opportunity with learning and growth
potential. Willing to relocate to an area with large consumer market.
610.442.5696
CristinaNY7@gmail.com
linkedin.com/pub/cristina-
genna/8/644/714
8482 Putnam Court
Breinigsville, PA 18031
TECHNICAL SKILLS
Adobe Creative Suite
E-mail Marketing
Internet Research
Microsoft Office 2013
● Access
● Excel (including pivot tables)
● Outlook
● PowerPoint
● Word
Online; Direct Mail
EDUCATION
B.A., Communications
Muhlenberg College
Allentown, PA
Year of Graduation: 2000
Organizations and Activities:
 1996–2000: Work Study
Office of Public Relations
 2010–Present: Member
Muhlenberg College Board
of Associates
 Alumni Ambassador Office
of Admissions
EXPERIENCE
RODALE, INC. EMMAUS, PA 2007– PRESENT
MARKETING MANAGER (e-commerce newsletters & Direct Mail)
 Manages 15 monthly e-commerce newsletters across a wide range of magazines with
diverse consumer audience and analyze key results such as Open %, Click %,
Revenue/Order.
 Responsible for the title line-up for these e-commerce newsletters; review historical
data and market trends in order to arrive at thoughtful, creative decisions each month
 In addition, oversees a monthly e-commerce newsletter financialforecast
 Works with editorial team on each newsletter project; provides comprehensive
resources to accurately compile data and information for original newsletter content
 Manages direct mail marketing plans for various publishing genres, including but
not limited to: cookbooks; gardening; health; hints and tips books; and entire roster
of national titles (Prevention, Men’s Health, Women’s Health, Runner’s World,
Organic Gardening and Bicycling Magazine)
 Works closely with Circulation Directors to ensure that marketing plans successfully
meet circulation budget expectations (i.e. net subscriptions, profit/loss margins)
 Accurately projects and updates monthly financial forecasts against key performance
indicators to consistently achieve optimized profitability levels
 Originated annual budget through complex data analysis including rates of response,
return on investment per subscriber, retail cover sales and prices, and pay-uprates
 Works closely with Product Marketing team on creative marketing campaign strategy
 Performs Full Life Cycle reporting and analysis of campaign for senior management
 Cultivates new and maintains existing relationships with outside list brokers; converts
recommended leads to new customer acquisition; and builds internal database
 Direct Books Key Figures (2010-Present):Acquired 1.5MM additional subscribers;
generated $48MM in net sales; managed 58MM in mail volume
 Magazine Key Figures (2010-Present):Acquired 1.2MM Net Subscribers while
managing each magazine’s rate base requirements; generated $24MM in net sales
Key Email Planning Accomplishments, (2009-2010; 2015)
 Increased responsibilities by taking on the online email planning for all seven of
Rodale’s national magazines (Women’s Health, Men’s Health, Prevention,
Organic Life, Runner’s World, Running Times, and Bicycling Magazine)
 Responsible for the day-to-day set up of email creative for eblasts and launches
 Regularly analyzed results, such as Open %, Click %, Revenue/Order, and
make recommendations to improve and increase subscription rates.

2. CR IS T INA M. GENNA
ME D I A M A R K E T IN G SP E C IA L I S T
PROFESSIONAL
ABILITIES
Campaigns & Promotions
Consumer Attrition & Retention
Data Analysis & Management
Deadline-Driven
Detail-Oriented
Interpersonal Communications
Planning & Organization
Prioritizing Tasks & Activities
Project Management
Proofreading
Resourceful Problem-Solver
Sales & Marketing
Strategic Thinker
Strong Business Acumen
Team Leadership & Motivation
EXPERIENCE
BANK OF AMERICA/MBNA WILMINGTON, DE 2000–2007
MARKETING PROGRAM OFFICER 2006–2007
● Developed and successfully executedcorporate brandand marketing communications
to increase customer acquisition, including print advertising, sales collateral
(brochures), and Web sitecontent
● Developed and managed creative marketing strategies, increasing new account
cash through the direct mail channel
● Managed 14 direct mail acquisition programs on a bi-monthly or quarterly basis.
● Responsible for 27% of the entire cardholder cash portfolio ($271MM in 2006)
MARKETING PRODUCTION MANAGER 2004–2006
● Directed the production of over 100M mail pieces annually for the Consumer Finance
business which made up 67% of the consumer finance portfolio.
● Implemented marketing strategies to increase Customer response rates by
recommending strong direct mail testing initiatives
● Consistently directed a successfulmarketing program with a budget of approximately
$1.5MM
● Managed several vendor relationships, communicating daily expectations and meeting
deadlines. i.e.: Teaming with production vendors to complete creative audits,
bluelines, lasers, and press checks
SENIORCREDIT ANALYST 2002–2004
 Responsible for developing and issuing Consumer Finance loan applications
 Analyzed customer financial statements, tax returns, and credit reports
 Reviewed loan requests up to $50K; employed all relevant and available
resources apply discretion and financial competency to make sound credit
decisions
 Aggressively approved new accounts that met the company’s lending philosophy
 Selected by management to help with mentoring of new lenders
 Nominated by senior management to participate in a 12-week development program
 Worked on Personnel/Recruiting project and presented to a panel of senior managers;
two ideas were implemented within one year of project completion
SENIOR CUSTOMERASSISTANCE ACCOUNT MANAGER 2000–2002
● Conferred with customer by telephone to determine reason for overdue payment and
review terms of account contract
● Recorded information on customer financial status and status of collection efforts
● Significantly reduced loan losses through the application of negotiation, persuasion
and problem-solving
● Managed a multi-million dollar portfolio of accounts from 30-180 days past due
● Acquired knowledge of MBNA’s profit/loss potential through charge-off experience
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