Know-How Exchange : Other

Overcoming a tough job history objection.

As you can see from my resume below, I have been out of marketing for 7 years. I know with my recent position(s), I’ve used marketing in other ways just not to the level as before. Marketing is my passion and it is what I do best. How do I overcome this time span when asked this question? Why have you not been in marketing for 7 years. Is there a good answer? I am stumped. Please help. Thanks, David Boyle

MARKETING PROFESSIONAL
Customer Relationship Management… Branding… Customer Loyalty…
Communications

Tactical, creative, and integrated marketing specialist offering
practical and progressive experience within multi-faceted marketing
organizations. Rich career history underscored with numerous successes
fueling market share and strengthening customer retention ratings.
Accomplished professional with propensity for conceptualizing and
implementing strategic marketing plans focused on penetrating new
target markets and cementing customer loyalty. Thrive on opportunities
to analyze and address market trends, competitor performance, and
consumer behavior. Characterized as productive and flexible. Core
professional strengths and abilities encompass:

– Tactical Market Planning/Brand Management
– Marketing Campaign Creation & Execution
– Competitor, Market, and Trend Analysis
– Strategic Partnership Alliance Development
– Vendor/Agency Relationship Management
– Direct Mail/Direct Response Marketing
– Marketing Strategy Creation & Execution
– Cross Functional Work Teams Management
– Loyalty Program Design & Management
– Customer Contact Management
– Segmented Marketing Program Creation
– Integrated Marketing Methodologies


SIGNIFICANT MARKETING EXPERIENCE

BELL ATLANTIC MOBILE/CELLULAR ONE - South Carolina & Arizona
Marketing Manager – Bell Atlantic Mobile, Greenville, SC (1999 – 2000)

Embraced opportunities as direct report to Director of Marketing
within North and South Carolina markets to develop, select, and
implement print and radio media in collaboration with national and
local advertising agencies; design advertising strategies focused on
enhancing brand, accurately positioning product, and stimulating
interest from target market; manage legal disclaimers; and initiate
and manage direct mail campaigns executed to increase customer
retention ratings.

* Achieved 70% contract renewal success and proactively counteracted
competitor impact by conducting direct mail marketing campaigns
offering targeted rate plans to current customer base.

* Increased annual revenues by accurately identifying customers’
needs and preferences by thoroughly analyzing entire sales
organization, customer base, and competitors.


Manager, Market Development – Cellular One, Scottsdale, AZ
(1998 – 1999)

Promoted to conduct competitive analysis, develop pricing strategies,
and assist with creating competitive action plans. Managed new
products and services from target market selection to launch.
Prepared and submitted $10 million marketing budget and bi-monthly
reports forecasting marketing expenditures and variances to President
and Chief Financial Officer; wrote Y2K contingency plans for
Marketing, Advertising, and Public Relations departments; and
spearheaded all internal and external customer communications,
including all marketing collateral, bill messages (inserts),
newsletters, and Internet ads.

* Improved customer retention and attained churn rate significantly
below industry average by intensifying new products and services,
promotions, loyalty, and retention programs through conceptualization
and implementation of effective segmentation programs.

* Strengthened customer satisfaction by establishing and cultivating
strategic partnerships with companies such as TGI Fridays, Chili’s
Restaurants, Einstein Bros. Bagels, Blockbuster Video, and Disney
Productions to execute customer “thank you” campaign with 14% average
response rate.

* Decreased customer care involvement and eliminated substantial
operational costs during Phoenix NPA area code split by identifying
and resolving inaccurate advertising copy and disclaimer language
slated for distribution to entire Phoenix territory through
collaboration with senior executives of landline, long distance, and
wireless carriers.

* Partnered with McDonald’s franchise owners to design co-branded
promotion raising $300,000 for Ronald McDonald House while securing
6,000 activations within six week time frame.


Market Analyst – Cellular One, Scottsdale, AZ (1996 – 1998)

Accepted challenge to lead all research activities involving
identification and evaluation of specific project objectives,
determination of research methodologies and sample sizes, focus group
monitoring, and creation and coordination of satisfaction surveys,
customer care surveys, and market share, awareness, and retention
studies. Evaluated and selected third party vendors, negotiated
prices and contracts, interfaced directly with Legal departments,
gathered competitor data, and analyzed pricing, sales, advertising,
and marketing distribution methods.

* Increased co-op advertising utilization rate to 98% from 60% to
secure $600,000+ in reimbursements from six disparate co-op funds.

* Served as Editor of quarterly customer newsletter, Airtimes.


Marketing Coordinator – Bell Atlantic Mobile/Cellular One,
Scottsdale, AZ (1995 – 1996)

Selected to write, design, and produce new collateral material in
conjunction with name change from Bell Atlantic Mobile to Cellular
One. Coordinated regional marketing activities, projects, promotions,
and customer communications. Assisted with organizing all aspects of
corporate-sponsored special events and public relations efforts.

* Reduced printing, fulfillment, and shipping costs 40% by
establishing new inventory monitoring and literature distribution
processes.


Major/National Accounts, Customer Care – Bell Atlantic Mobile,
Tempe, AZ (1993 – 1995)

Joined one of the nation’s most recognized cellular communication’s
organizations to evaluate needs, wants, and preferences as liaison
between Bell Atlantic Mobile and National/Major Accounts.

* Contributed to company growth by advising and assisting Sales team
in evaluating potential expansion opportunities available within
existing customer base.

* Secured long-term agreements with major accounts by designing
effective marketing strategies.


RECENT CAREER HISTORY

Alltel Communications – Technical Support/Data Applications;
Financial Services (2003 to Present)
Biocare – Product Representative (2001 – 2003)


EDUCATION

MBA Degree Program - Bachelor of Art in Economics
UNIVERSITY OF PHOENIX – Phoenix, AZ
INDIANA UNIVERSITY – Bloomington, IN