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Troy D. White Resume
Troy D. White is an entrepreneurial marketing director with experience leading marketing and membership efforts for large organizations. He specializes in developing strategies to increase revenues, membership, and engagement through innovative use of digital technologies and analytics. Currently he is Director of Marketing & Membership for Future Business Leaders of America, where he has increased revenues while decreasing expenses.
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Troy D. White Resume
- 1. Troy D. White Reston, VA 20194 – 914-‐623-‐8769 – troydwhite@gmail.com – www.TroyOnLinkedIn.com Entrepreneurial Marketing Director – e Learning / New Technology Expert Customer Focused – Strategically Develop Relationships & New Markets Use creative integrated marketing strategies to define and deliver product and service solutions for C-‐level customers, prospects and members. EXPERIENCE HIGHLIGHTS (for a complete list of accomplishments, visit www.TroyOnLinkedIn.com) DIRECTOR, MARKETING & MEMBERSHIP Future Business Leaders of America ( FBLA-‐PBL), Reston, V A 2011 – present Senior Leadership Team member leading all activities that significantly increase and retain membership for world’s largest student business organization. Develop and disseminate core branding and communications messages. Optimize multiple channels using analytics and data. Work collaboratively with internal departments and statewide organizations to increase conference attendance and implement new educational programs. ● Spearhead new Innovation Center, a public idea generation community. Lead team that implements ideas by moving into pipeline and allocating financial and human resources. ● Increase revenues 3% while decreasing expenses 15%, yielding ROI of 33.7%. ● Revamp Middle School program to act as feeder system to expand and strengthen high school programs. ● Implement training program and online resource center for state directors to drive local recruitment and retention efforts. ● Recruit 31 “NLC Buzz Squad” student members to initiate onsite and pre-‐ and post-‐conference marketing strategies. Resulted in over 750,000 social media impressions during 8 day conference. ● Infuse technology throughout organization to better service members in cost efficient manner. Introduce Google Apps/Hangouts for pre-‐training of National Officers, saving over 8 hours of onsite training. CO-‐FOUNDER Cloud Owl Technology & Educational Applications, NY, NY 2010 – 2011 Educational consulting company focused on implementing Web 2.0 and social technologies into K-‐12 classrooms, with primary focus on Google Apps for Education. Developed K-‐8 economic curriculum for The Healdsburg School, training 12 teachers. Qualifications P rofile Strategic & Tactical ● Drive business r esults by developing comprehensive marketing execution plans. ● Analyze market and trends to identify business growth opportunities and engage action plans that secure product leadership positions. ● Create lead generation and nurturing strategies r esulting in improved customer engagement and increased sales/membership. ● Collaborate with executive leadership and key influencers to provide field intelligence and define winning strategies that secure key accounts. Marketing Channels State-‐of-‐art approach to digital and traditional marketing: web, email, direct mail, catalogs, social media, publishing, search engine, publicity. Market Segmentation Business-‐to-‐Business (B2B) and Business-‐to-‐Consumer (B2C) within Publishing, Education, e-‐Learning and Professional Development Computer and Technical Skills Google Apps Social: Twitter, Facebook, LinkedIn, Google+, Blogs Web: SEO, SEM, Pay per click CRM: Salesforce.com Microsoft Office Suite Education Master of Business Administration, University of W ashington Graduate School of Business, Seattle, W A 1999 Bachelor of Science, Civil Engineering, University of Maine, O rono, ME 1993 Happy to travel Page 1 of 2
- 2. Troy D. White Reston, VA 20194 – 914-‐623-‐8769 – troydwhite@gmail.com – www.TroyOnLinkedIn.com EXPERIENCE HIGHLIGHTS (continued) SENIOR DIRECTOR, SALES & MARKETING Council for Economic Education, New York, NY 2003 – 2010 Defined and initiated comprehensive direct marketing strategy to increase demand for K-‐12 educational programs. Implemented technology tools and workflow processes resulting in market and revenue expansion for publisher. ● Increased sales of international product portfolio from $750,000 to over $1.85M by managing sales cycle: prospecting, lead generation, needs analysis, proposal writing, conversion, contract execution and follow-‐up. ● Implemented automated lead nurturing program to convert highest potential prospects; expanded in-‐house database from 11,000 to over 175,000 customers and prospects. ● As V oice of Customer, partnered with internal departments and national affiliates to ensure product offerings met increased customer demands. Produced creative, effective results in newly identified market segments. ● Significantly increased brand and product awareness via face-‐to-‐face consultations, creating and delivering live product demonstrations and in-‐service workshops at over 25 national education conferences per year. ● Established district and state-‐level relationships with key influencers, culminating in state-‐wide adoption of training workshops and course materials. ● Developed integrated marketing strategy for online personal finance game, including early adoption of Twitter and Facebook to promote program and drive student engagement. SALES & MARKETING CONSULTANT Troy D. White Sales & Marketing Services, LLC, New York, NY 2001 -‐ 2003 Delivered customer retention and re-‐acquisition strategic plans for businesses affected by 9/11, resulting in successful rebuilding of two businesses. WEB MARKETING STRATEGIST American Management Association, New York, NY 2000 -‐ 2001 Developed initial digital marketing and content delivery strategy in newly-‐created position. Created and directed sales channel development, e-‐mail and web marketing strategy for $125M seminar division within management training company. ● Increased online registration revenue from $23.5M to $39M within 12 months and exceeded budgeted goal by $9M. ● Developed and launched first e-‐learning module to blend in-‐class experience with extended online learning, developing leadership presence in new market and generating $3.4M in revenue. Page 2 of 2