Experienced marketing professional in the areas of consumer packaged good and services, consumer electronics, insurance, telecommunications, technology, financial services, healthcare, interactive and multi-channel, direct response, social networking, research and development, food/beverage, new product development/launches, relationship management, and complex communications
Resume of Joyce Townsend
5324 N Park Avenue, Indianapolis, IN 46220
joycetis[at]yahoo.com 317-306-1005
CAREER OVERVIEW
Experienced marketing professional in the areas of consumer packaged good and services, consumer electronics, insurance, telecommunications, technology, financial services, healthcare, interactive and multi-channel, direct response, social networking, research and development, food/beverage, new product development/launches, relationship management, and complex communications
EXPERIENCE
PROFOUND MARKETING – Indianapolis, IN 9/06 - Present
Chief Marketing Officer
Consumer goods and services consultancy offering in-depth strategic marketing planning for brands in the fields of food, beverage, telecommunications, online, consumer electronics, financial services, healthcare, research, and technology services
Key Achievements:
 Restored, retained, and grew largest customer by 85% during competitive and volatile industry downscale
 Researched existing business to enhance accountability and increase profitability by 47%
RAYBOURN GROUP INTERNATIONAL – Indianapolis, IN 1/05 - 8/06
Senior Director of Marketing & Public Relations
Strategic team lead responsible for product marketing, brand health, and public relations for the Custom Electronic Design & Installation Association (CEDIA), the largest international home technology association
 Created international interactive marketing and public relations plan; optimized educational activities, researched legislative networking initiatives, and targeted specific consumer segments to capitalize on the marketing mix
 Prepared and presented quarterly brand reviews to C-level executives
 Researched and modified brand standards; directed product marketing and public relations campaigns across contractor, manufacturer, affiliate, and consumer channels globally to increase awareness and maximize reach
Key Achievements:
 Created member co-branding promotion that drove participation at over 60% internationally
 Increased public relations value for six consecutive quarters at average growth rate of 122%
SARA LEE – Charlotte, NC 8/01 - 12/03
National Account/Brand Marketing Manager (promoted from Brand Marketing Manager to dual role)
Categorically managed global consumer brand with 39 SKUs for the largest foodservice company in the world
 Prepared marketing launch for distinctly different channels in the areas of healthcare, vending, education, industrial, and governmental sectors; ensured field compliance, national product audit program, and distributors
 Negotiated pricing, packaging, and service contracts to guarantee ROI; tracked monthly volume to ensure accurate forecasting; created and executed proprietary online tracking and reconciliation application across North America
 Used syndicated and sales data to research, track trends, and competitive activity by channel; developed trade retail and foodservice brand-compliant promotional strategies
Key Achievements:
 Created and executed targeted marketing campaigns by applicable channel, which generated 15% lift in volume and increased profitability by 22% on average
 Negotiated and secured proprietary customer program that produced 205% against goal and resulted in the largest vending contract in company history
AOL/TIME WARNER – Memphis, TN 8/88 – 1/95, 9/00 – 2/01
Director of Marketing (second tenure)
Product Marketing & Promotional Brand Manager (promoted from Marketing Coordinator)
Strategic marketing lead for the Mid-South Division and the second largest cable MSO in North America
 Developed annual tactical product marketing and public relations plan to categorically target cable, pay-per-view, internet, and phone service for multi-million dollar consumer and commercial customer base
 Used proprietary and secondary research to psycho graphically determine pricing, packaging options, consumer retention, and brand loyalty opportunities; tracked marketing programs by lead, sale, and installation costs
 Directed interactive marketing, advertising, and grassroots activities; senior marketing contact for conversion of enterprise-wide customer relationship management application
 Leveraged external partners to garner cross-branded promotional opportunities and meet grassroots marketing and public relations objectives; managed multi-million dollar marketing and advertising budget
 Worked with governmental agencies to ensure franchise contract extensions and guarantee public policy support
Resume of Joyce Townsend
AOL/TIME WARNER (continued)
Key Achievements:
 Research and analyzed major brand marketing to capitalize on operational and application logistics; increased productivity by 22% and profitability by 31%
 Developed targeted direct marketing campaign which resulted in an historical 64% response rate and 86% customer retention; reduced cost per sale by over 90% for targeted demographic segment
COCA-COLA ENTERPRISES – Memphis, TN 4/98 - 9/00
Division Marketing Services Brand Manager (promoted from Marketing Services Manager)
Strategic marketing lead for billion dollar brands and multi-million case soft drink manufacturing region
 Prepared annual strategic business model by channel and key account for 18 CEE and cross-franchise proprietary brands
 Developed targeted promotional programs to accelerate brand and market share, secure retail space, and generate incremental volume; responsible for launch and execution of six new consumer brands
 Established and monitored sales incentives and trained field on critical national and regional brand promotions across eight channels
 Researched scan and syndicated consumer data to categorically manage trade initiatives by channel and SKU; directed local, regional, and national advertising agencies
 Planned, placed, and posted multi-million dollar advertising and marketing budget for broadcast, cable, radio, outdoor, print, sponsorships, and interactive mediums; negotiated advertising and customer partnerships to generate incremental grassroots product marketing and public relations opportunities
Key Achievements:
 Created annual key account product marketing campaigns that averaged 38% volume increase across multiple channels in mass, club, grocery, drug, c-store, on-premise, vending, and big box markets
 Leveraged divisional resources to obtain over $8m annually in incremental marketing exposure
THIRTY-FIVE PARK STUDIO & POST PRODUCTIONS – Memphis, TN 2/95 - 4/98
Sales & Marketing Manager
Created sales and marketing strategies to develop new business for local, regional, and national accounts
 Managed production logistics to ensure timely and effective project completion and maximize ROI
 Negotiated pricing, creative, and production logistics; conducted post-production analysis to determine profitability and customer satisfaction
Key Achievements:
 Accelerated customer growth 30% in first year, 80% in second year, and 115% in third year
 Secured two largest projects in 10-year company history
TALENTS
Strategic Marketing, Interactive, Competitive Analysis, Direct-to-Consumer, Cross-Brand Integration, Multi-Channel Communication, Demographic and Psycho Graphic Targeting, Advertising, Consumer Packaged Goods, Product Planning, Research and Development, Creative Advisement, Vertical Marketing, Vendor Management, Media Planning, Direct Response Marketing, Product Lifecycle Management, Customer Relations, Return-on-Investment, Consumer Insights, Project Management
 Memphis Advertising Federation ADDY Award, Consumer Brand Promotion, Audio/Visual
 Memphis Advertising Federation ADDY Award, Consumer Brand Promotion, Copy
 Cable Advertising Bureau Silver Certificate, Consumer Sales Promotion
 Memphis Advertising Federation ADDY Award, Design and Consumer Marketing Excellence
 International Cable Television and Marketing Association Award for Excellence in Brand Marketing, New Consumer Acquisition Direct Mail, Division I
EDUCATION
MURRAY STATE UNIVERSITY – Murray, Kentucky, BFA
INDIANA UNIVERSITY PURDUE UNIVERSITY INDIANAPOLIS – Indianapolis, Indiana, MBA (in progress)
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