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Kelly Anderson |
| Summary |
Highly motivated, results-driven advertising & marketing professional with 15+ years experience in marketing management. Proven history and expertise in integrated marketing and media, direct marketing, direct response advertising and digital/interactive marketing.
Skilled in strategic planning, account management, brand stewardship, campaign & program design, project management and business relationship cultivation & management.
Strategic and creative team player with strong analytic and
communications skills. |
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| Areas of Expertise |
- Business & Marketing Strategic Planning – proven ability to formulate strategy and drive tactical execution.
- Senior Management Team Member.
- Integrated Media & Marketing – Online & Offline Channels. PPC, Display Advertising, Email, Landing Pages/Micro sites, Website Design, Broadcast (DRTV), Radio, Print, Outdoor, Direct Mail & Marketing PR/Events.
- Executive-level Presentation and Communications Skills – ability to develop and communicate vision to
execute strategy.
- Complex Sales/New Business Development & Process Management.
- Budget Development and Management.
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| Experience |
DMN3 (formerly Direct Marketing Network), Houston, TX
Chief Marketing Strategist |
9/2006-Current |
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Responsible for strategic planning & account management.
- Lead on new business initiatives resulting in wins totaling over $5+MM in annual revenue. Won American Airlines Credit Union, PreCash Inc., & Sage Telecom.
- Account director on American Airlines, Sage Telecom, MidSouth Bank and PreCash accounts with annual marketing budgets of $5+ million.
- Develop integrated marketing campaigns utilizing digital & offline media. PPC, Ad Units, Landing/Catcher Pages, Email, Print, Radio, Outdoor, Direct Mail, POS Collateral, & Events.
Proven success in winning multi-million dollar business and developing successful marketing campaigns for
blue-chip brands. |
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Wilmington Trust, Wilmington, Delaware
Vice President, Regional Marketing Manager |
1/2005-9/2006 |
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Responsible for the marketing strategy for Retail Banking. Including all advertising, direct marketing, events,
and promotions.
- Managed annual marketing plan and $1.9MM advertising budget.
- Successfully piloted national online savings product initiative using only digital media. Delivered over $2+MM in new deposits.
- Managed the launch of new product web site. www.wilmingtontrusttotalrewards.com
- Launched 2 new consumer products in 2005 - Custom Checking & Home Equity UltraLine and 2 new small business deposit products in 2006.
- Developed new branch promotions & in-branch Youth Financial
Literacy Program.
Campaigns delivered top line growth – over 4.5% in deposits/9.0% in loans. |
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(From January 2004-January 2005 paused full-time professional career.
Continued to freelance marketing consultation services.)
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Warren Direct, Austin, TX
Director of Account Service |
7/2003-1/2004
Agency
went out
of business. |
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Responsible for strategic planning & account management.
- Managed $450,000 in monthly Direct Response Television (DRTV) spending.
- Directed all program and project development and execution.
- Managed integrated marketing programs for: Kinko’s, The Scooter Store and Cancer Treatment Centers of America designed to meet sales &
ROMI objectives.
- Extensive direct response media planning, response management
and analysis.
Managed staff of 7 and budgets of 8+ million.
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(From March 2002 – July 2003 paused full-time professional career. Freelanced marketing consultation services to NYC Ad Agencies.) |
3/2002-7/2003 |
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Hill, Holliday, Connors, Cosmopolus, Boston, MA/NYC
Senior Vice President/Group Director/ Relationship Marketing |
3/1999-3/2002 |
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Responsible for strategic planning & account management.
- Won and managed BankOne and Minolta accounts valued at $4+
million annually.
- Developed & managed integrated direct marketing initiatives responsible for delivering ROMI for First USA/BankOne, Minolta, GE Capital and Fleet.
- Designed and managed CRM and integrated marketing campaigns.
- Managed direct staff of 5.
Minolta lead generation campaign delivered >$13M in projected revenue.
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Harte-Hanks, NY, NY
Vice President Business Development |
5/1997-9/1998 |
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Responsible for marketing management and solution-selling business development.
- Managed coordination of multiple HH units to deliver total solution program: database management, analytics, list services, printing/mailing, & call center.
- Won & managed Bank United, GreenPoint Savings Bank accounts.
- Developed integrated database marketing programs for new & existing
client base.
Successful in orchestrating multiple HH units and marketing disciplines. |
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Grey Direct, NY, NY
Senior Vice President/Group Management Supervisor |
11/1994-5/1997 |
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Account director for JP Morgan Chase.
- Responsible for $17 million advertising budget, strategy and
campaign execution.
- Lead the development and execution of annual acquisition marketing plans.
- Managed acquisition direct marketing: Direct Mail, TV, print, & collateral.
- Managed staff 8 direct/25 indirect/ Key contract negotiation team member.
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| Education |
The American University, Washington, D.C.
Bachelor of Arts Communications/Broadcast Production
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| Training/Skills |
2007 BMA Online Marketing Summit
Unica MRM (Marketing Resource Management System)
DMN 360 (CRM/Print on Demand Marketing System)
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| Early Career |
- Della Femina, McNamee/EuroRSCG/Cohn & Wells, NYC
- McCann Direct, NYC
- J. Walter Thompson, Washington, D.C. 1982-1994
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1982-1994 |
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