Summary    Senior marketing professional with proven track record of building     departments and programs with measurable...
Work SamplesABRACADABRA"   2002 Flat Multi-Drop    & Dimensional Direct    Mail to Prospects"   33% Response Rate"   $25 C...
Work SamplesINSPIRATION"   2002 Multi-Phase    Direct Mail to    Installed Base"   37% Response    Rate"   $31 Cost per   ...
Work SamplesROBOT"   2003 Flat Direct Mail    to Prospects"   3% Response Rate"   $175 Cost per    Responder (fully    loa...
Work SamplesSHORTAGES"   2003 Direct Mail to Prospects"   2 Versions with Targeted    Messages:     "   Consumer     "   I...
Work SamplesTransition Ad – FY02 New Brand Ad – FY03   Launch Ad – FY03Winner of the APICS magazine    2002 Ad Q Award for...
Work SamplesIntegrated Campaign Sample / SCM 9.0 LaunchDEMAND GENERATONLaunch Party (Invitation)Sessions at Quest Global (...
Work SamplesSCM Telebriefing Campaign"   Series of six events"   Supported with direct e-mail"   90 minutes in length"   3...
Work SamplesSCM 9.0 Launch TeleProspecting Campaign"   Training of partner firm on new messaging took 1.5 days     "   Cam...
Work SamplesSCM Micro Web Site -- www.peoplesoft.com/goto/scm_microDEMAND GENERATON“Call to Action” for     direct respons...
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Ginger shimp portfolio 2003

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Ginger shimp portfolio 2003

  1. 1. Summary Senior marketing professional with proven track record of building departments and programs with measurable ROI in terms of closed deals. Routinely managed 7-10 direct reports as well as 6+ contractors and numerous vendors. Responsibilities Results! Responsible for all marketing activities ! Developed integrated campaigns to including directing external resources deliver 50% of leads, increasing and incorporating partner participation volume by 40% over 7 quarters / integration. ! Consistently achieved >60% conversion from MQLs to SQLs —! Scope includes strategy, execution, representing $356 million in pipe demand generation, measurement and annually awareness. ! Reduced cost-per-lead by 35% over a! Specific duties center on message two-year period development, advertising, press and ! Moved from “Niche Player” to analyst relations, collateral “Visionary” in the Gartner Magic development, trade show selection and Quadrant for Supply Chain Planning execution, direct mail, teleprospecting, ! Won APICS magazine’s 2002 Ad Q e-mail and web strategy. Award for Outstanding Advertising! Manage annual marketing budget in (achieved highest readership response) excess of $2.5M ! Garnered two 2003 Gold Key awards from the Business Marketing Association
  2. 2. Work SamplesABRACADABRA" 2002 Flat Multi-Drop & Dimensional Direct Mail to Prospects" 33% Response Rate" $25 Cost per Responder (fully loaded)" 50 MQLs" $1,813 Cost per MQL
  3. 3. Work SamplesINSPIRATION" 2002 Multi-Phase Direct Mail to Installed Base" 37% Response Rate" $31 Cost per Responder (fully loaded)" 65 MQLs" $1,488 Cost per MQL" Business Marketing Association’s 2003 Gold Key Award
  4. 4. Work SamplesROBOT" 2003 Flat Direct Mail to Prospects" 3% Response Rate" $175 Cost per Responder (fully loaded)" 147 MQLs" $1,500 Cost per MQL" Business Marketing Association’s 2003 Gold Key Award
  5. 5. Work SamplesSHORTAGES" 2003 Direct Mail to Prospects" 2 Versions with Targeted Messages: " Consumer " Industrial" “Tactile” Packaging" 6% Preliminary Response Rate" 13.4% Preliminary Conversion Rate: Responder to MQL" Mail file modeled against 1- to 4-month DM Responders and Corresponding Qualified Leads" Variables used for list build include: " Title " Region " Department / Job Function " State " Seniority " SCF " SIC " List Source " Industry Segment " Multi-List Source Status
  6. 6. Work SamplesTransition Ad – FY02 New Brand Ad – FY03 Launch Ad – FY03Winner of the APICS magazine 2002 Ad Q Award for Outstanding Advertising
  7. 7. Work SamplesIntegrated Campaign Sample / SCM 9.0 LaunchDEMAND GENERATONLaunch Party (Invitation)Sessions at Quest Global (Schedule)SCM Telebriefing Series (total of 6) 3 co-authored white papers Push e-mail Telemarketing Online Advertising6 Web Seminars Push e-mails Postcards Telemarketing3 Direct Mail Campaigns2 Teleprospecting Campaigns4 Micro Web SitesCOLLATERAL8 Process Briefs4 White PapersADVERTISINGPrint Ad in 8 publications6 Case Study insertsANALYST RELATIONSNational Road ShowInternational Road ShowPUBLIC RELATIONSMessage Development9 Press Releases50 Articles in 32 Publications (90% of the top supply chain books)
  8. 8. Work SamplesSCM Telebriefing Campaign" Series of six events" Supported with direct e-mail" 90 minutes in length" 3 industries (2 events each) " Industrial Manufacturers " Deloitte & Touche " Wholesale Distributors " IBM " Consumer Segments " Accenture" Feature three speakers " AMR Research, Inc. " The value of SCM " Industry Partner (see above) " Vertical pains " J.D. Edwards " Product fit" 70 registrants per event" 50% conversion to attendees" 3% lead rate" $2,250 CPL
  9. 9. Work SamplesSCM 9.0 Launch TeleProspecting Campaign" Training of partner firm on new messaging took 1.5 days " Campaign launched on July 7, 2003 " Campaign expected to wrap on November 24, 2003 " Variables used for list build include: " Title " Region " Department / Job Function " State " Seniority " SCF " SIC " List Source " Industry Segment " Multi-List Source Status" Contributors to campaign included: " 1 Hardware Partner " 1 Services Partner " Technology Foundation " 2 separate Verticals" As of October 27, 2003: " Campaign is 74% complete " 96% of MQL goal has been achieved " Campaign on track to exceed MQL and CPL goals by 30% " Campaign has generated the second highest conversion rate to SQL (behind DM) " Campaign has generated the highest estimated average deal size
  10. 10. Work SamplesSCM Micro Web Site -- www.peoplesoft.com/goto/scm_microDEMAND GENERATON“Call to Action” for direct response ads direct marketingLanding Page captures Visitor Info Unique Visitors Referring URL # of Downloads Time Spent Pages Viewed etc.Telemarketing follow-upCOLLATERAL7 Process Briefs23 White Papers9 Self-running Demos11 Enhancement Docs5 Pre-recorded WebinarsCustomer Case Studies Alphabetically By Industry By Product

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