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Stacey Cost Career Story

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The narrative of my career journey - the who, the what and the where.

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Stacey Cost Career Story

  1. 1. STACEY COST 505.603.2930 MARKETING EXECUTIVE STACEY@STACEYCOST.COM staceycost.com 1 PROFESSIONAL SUMMARY I’m driven by the desire to produce meaningful results using research, technology, collaboration, mentoring, creativity and lucky breaks – although they are elusive. From building a wireless customer base to selling live plants online I have generated success for organizations, teams and individuals. My favorite things include brainstorming, curiosity, reading, quick thinking, authenticity, dry humor, team players, integrity, dogs and laughing so hard I cry. I have worked in retail, consumer packaged goods, mobile phones, dot com, financial services and healthcare. While not a fan of failure, I’m glad that the mistakes I make are generally new ones. CAREER EXPERIENCES THE LOST YEARS 1984-1985 The idea of being a retail buyer seemed like it would be interesting, as I do like to shop. It wasn’t, and you had to become quite mean to negotiate well. It’s hard to leave mean at the office. 1985-1986 Being a product manager for pencils and pens sold through third party office supply organizations seemed like a soft landing after the retail stint. Instead it was stultifying. GOT IN AT THE BEGINNING OF THE MOBILE PHONE INDUSTRY 1986 - 2000 Before smart phones and data plans, people used to talk on their phones and they worried about how much they’d have to pay. I worked domestically and internationally and loved it. In 2000 BellSouth Cellular and Southwestern Bell Mobility merged to create Cingular Wireless, now known as AT&T. The merger seemed like it would require me to step backwards so I moved on. MEANINGFUL RESULTS • Started out doing competitive analysis and consumer pricing for the deployment of wireless service across the Southeast United States. BONUS: free phone in car in 1986! • I developed a price demand forecasting model that ingested primary research data and predicted the evolution of wireless demand in foreign markets. • Provided marketing and consumer adoption content for wireless spectrum proposals in 8 countries. • My team created the first comprehensive retail merchandising plan for all locations in our expanding service footprint in the United States. • I created a “big data” team where we segmented the customer base for marketing campaigns and developed a churn prediction model that the call center used to retain customers. • By 2000 I was managing a $125M budget, 55 headquarters personnel, 200 regional marketing staff, 350 retail locations and 400 kiosk venues.
  2. 2. STACEY COST 505.603.2930 MARKETING EXECUTIVE STACEY@STACEYCOST.COM staceycost.com 2 CREATED AND SOLD AN INTERNET COMPANY IN THE 90’S 1991 - 1997 I met a guy at work and we were both fascinated by the internet we could access on our dial up modems. So, we assembled a group of programmers and built a company. We called it SWAN Media. SWAN stood for Something Without A Name. We’d likely do the naming project differently if we did it again. MEANINGFUL RESULTS • It became one of the Southeast’s leading internet services firms. • Swan Media was acquired by iXL in 1997. BUILT A RESIDENTIAL MORTGAGE BRAND PEOPLE WANTED TO WORK FOR AND BUY FROM 2000 - 2004 This organization was compelling, as it helped people purchase homes, helped associates build careers and gave back to the community. My team created the submission that landed them on Fortune Magazine’s Top 100 Places to Work and we crafted our IPO presence at the NYSE in 2004. MEANINGFUL RESULTS • Because our corporate mission was to assist communities across the Southeast by funding Habitat for Humanity and donating to the American Cancer Society, I created a 503-C foundation to accomplish this in the most efficient way. • My team created an innovative co-marketing program with real estate agents and home builders where our loan officers had branded offices in partner locations. • I created a formal PR capability that led to a favorable balance of earned and paid media locally and nationally. • We drove all market launch activities for expansion of services across Georgia, Florida and North Carolina.
  3. 3. STACEY COST 505.603.2930 MARKETING EXECUTIVE STACEY@STACEYCOST.COM staceycost.com 3 PROPELLED A MORTGAGE REIT INTO THE STRATOSPHERE 2004 - 2009 My husband and I wanted to move to New Mexico, so I found a small publicly traded company with a big asset portfolio in need of a brand overhaul. They specialized in financing large loans to affluent individuals with complicated financial portfolios. The marketing team delivered channel expansion plans that launched them into the Fortune 1000. MEANINGFUL RESULTS • We created a compelling and differentiated visual identity that resonated with the target audience. • We developed the business case that lead to the creation of new broker and community bank channels. • I created a PR function that showcased our executive experts via national print and broadcast media. • The marketing team built an online portal supporting our national salesforce with personalized product materials. • The reason the company was obliterated by the 2009 financial crisis had nothing to do with the quality of the marketing or loan portfolio. ALIGNED THE BRANDS OF A PURVEYOR OF LOCALLY GROWN WATERWISE PLANTS 2009 - 2010 When times are troubling, and the country is in a recession, flowers help. A well-loved local greenhouse was also selling live plants online and via catalog to a national audience. The greenhouse had one brand, the online store and catalog had another. The product was the same in both. I took their fragmented brands and got them “ship” shape. MEANINGFUL RESULTS • Sales jumped a modest 1%, but up is better than down and it was a recession. • I quickly learned a lot about attractive xeric plants with complicated names. • A family run business with low staff and high expectations honed my organization and detail management skills. • My brand work was kept by the organization that acquired the online store and catalog business in 2013.
  4. 4. STACEY COST 505.603.2930 MARKETING EXECUTIVE STACEY@STACEYCOST.COM staceycost.com 4 DEPLOYED EVIDENCE-BASED MARKETING IN HEALTHCARE 2011 - PRESENT Doing good, feels good. Eighty percent of people are healthy and healthy people don’t think about healthcare. However, that same 80% want convenient options if they fall ill. My team has leveraged research and best practices to deliver growth to the state’s most preferred healthcare organization and health plan. MEANINGFUL RESULTS • I coined the phrase evidence-based marketing and made it a reality using customer insights to drive message and creative executions. • Our marketing campaigns have helped in exceeding health plan sales goals for ten years straight. • My team deployed marketing automation that has democratized logo, photo and collateral self- service for a workforce of 12,000. • We enhanced the brand, built an enterprise intranet, built the public website and launched two provider directories (health plan and medical group). • My organization’s brand preference scores are double the scores of the next highest competitor. • Oh, and we formed the New Mexico Health Marketing Coalition to share our consumer research findings and align messaging across the state Department of Health and all other health systems in New Mexico during the COVID-19 pandemic.

The narrative of my career journey - the who, the what and the where.

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