1. THOMAS W. BETTS
Treasbetts@gmail.com Cell: (330) 715-2761
MarketingProfessional withamulti-channel background developing and executing strategic marketing plans,
launching emerging brands, optimizing merchandise selections, identifying target demographics and creating sales
generation programs by interpreting and implementing strategies from customer’s input and advertising results.
Marketing Solutions
Privatecontractor (consultant)
(Current)
Solutions fordeclining sales, stale creative, weakbrand position and archaic segmentation techniques are
challenges that are resolved through redefining the strategic focus.Organizations must develop a new direction
towards a collaborated marketing effortthat drives a multi-channel strategy. Currently, contractingwith a highly
entrepreneurial and creativemarketing powerhouse; drawing upon marketing insights that are increasing sales.
Quickly identifying the opportunities of developing a transactional database, an improved name management
processes, a strategic focuson segmentation modeling and a new merchandise flow process, this company will
become an industry leader in promotional/creative and product development.
(SCI) Suarez Corporation Industries
1989-2015 North Canton, Ohio
(Family owned, 600 employees, $250 Million Annual Sales)
SCI is an entrepreneurial, multi-channel and multi-brand marketing organization using direct response selling
techniques such as digital marketing, social media, direct mail, television, newspapers and magazines, as wellas,
in-bound and out-bound telemarketing. Core brands directed include EdenPURE,BioTechResearch, U.S.
Commemorative Gallery, International Home Shopping, and Lindenwold Fine Jewelers. Productlines range from
healthy living home products, household goods, and nutritional supplements to coins and collectibles. Key
positions, responsibilities and result are:
Director of Marketing
2004-December 2014 (managed over 25 employees)
• Directing, planning and executing marketing strategies forthe launch and success of the EdenPURE brand.
Resulting in sales exceeding $1 billion with over3 million units sold, EdenPure quickly became a brand
leader; outselling sales and inventory projections. The EdenPure program doubled corporate sales from
$125 million to $250 during the introductory year
• Increasing customer’s averages order an additional $25by improving the in-bound telemarketing cross-sell
scripting. This strategic improvement generated an incremental $1 Million dollars in profitin 2014
• Designing analysis techniques that rapidly introduced new product and creativeopportunities.
• Creating a predictive customer response strategy that reduced testing sample size.
• Reigniting the Debbie Meyer’s brand (Green Bags™, Green Boxes™, Genius Vac™) doubling sales to $2.8
million by developing a brand supportive TV campaign and expanding their retail distribution
• Creating an inventory liquidation program generating sales of $4.5 million with over$500,000 in profit
• Developing a postal carrier route model that expanded the target universe an additional 4 million homes
• Implementing digital analysis techniques such as SEO,conversion rates, average order, segmentation
development, cartanalysis and social media strategies, leading to actionable measureable metrics

2. Director of Corporate Strategy and Analysis
2000 -2004 (managed 12 employees)
• Implementing database modeling forcustomer segmentation strategies , transactional overlaysthat
generated a robust segmentation matrices and improved controlover the forecasted predictive results
• Improving the accuracy of sales analysis, testing design and the implementation of results which increased
data driven decisions and the accuracy of profit based advertising budgeting
• Designing customer advertising counters and sales-to-advertising efficiency metrics to focuson the
profit/loss of advertising expenditures whichoptimized the media spend
• Scheduling corporate sales generation programs. Tracking methods that predicted weekly cash flow and
inventory projections
• Reactivating and retargeting customers with transactional information froman outside data base then
utilized promotional and pricing techniques to optimize the response results
• Doubling the size of the customer file by introducing, designing and implementing a lifetime value model
Other Positions held and relevant experiences at SCI
Advertising/Circulation Analysis Consumer Research
Media Analysis Project Management
Director of Analytical Services Market Research
Director of Purchasing Media Research Analysis
Marketing Analytics Product/Category Evaluation
• Directing the merchandising mix and procurement of new consumer products for solo, multi-product,
acquisition, reactivation and existing customer promotional offers
• Envisioning and introducing a response zip code model that generated over$1 million in additional profits.
This model improved the advertising efficienciesforboth acquisition and in-house customer mailings by
decreasing the costper order ratios
• Directing the sales analysis team on all advertising campaigns; direct mail, newspapers and magazines,
digital media and television. Additionally, interpretating testing results and formulating the advertising
strategy. A typicalsales report lists over3,000 marketing programs and testing results
• Automating the list source code analysis to a “hands on” functionallowing for quickerturnaround of
promotional analyses
• Developing a customer attrition rate reports and determining the customer non-purchase rate thus
improving the promotional flow cycle
• Designing and implementing customer satisfaction studies whichidentified problems such as delivery,
customer service and quality; driving improvements in serviceand merchandising
• Conducting focusgroups and customer surveys and providing actionable results
• Directing and analyzing market research projects that include questionnaire design, focusgroup planning,
moderating, recruiting, and telephone surveys
• Creating product review qualitative research panels ranking the probability of success for new
merchandise based on consumer’s input and proprietary calculations
Professional Affiliations:
Benand Nancy SuarezAppliedMarketingResearchLaboratories
University of Akron, Ohio
Advising the research design and implementation of an advanced Neuromarketing, eye tracking, and biofeedback studies on
the effectiveness of advertising and product research
TheTaylorInstituteof DirectMarketing
University of Akron, Ohio
Board Member-Specializing in multi-channel marketing
Education
Kent State University:
Bachelor of Business Administration/Major in Marketing