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Brand Management BETH DAILEY 703.966.0305 • [email protected] Performance-driven, consensus building, client-focused professional with more than 13 years of marketing experience. Balance of strategic marketing, creative and management expertise. Strong retail marketing background with extensive background and interest in social media, e-commerce and online marketing. Effective interpersonal and motivational skills, passion and a high level of professional integrity applied to all endeavors. EXPERIENCE SUMMARY Industry Background Advertising, Retail, E-commerce, Entertainment, Non-Profit Market Segments Consumer, Direct Marketing, DRTV, Boomer Marketing, Customer Relationship Management AREAS OF EXPERTISE Online Marketing Acquisition & Retention Retail Marketing Brand Development Channel Management Affinity/Partner Marketing Strategy & Management Non-Profit Marketing Marketing Communications Advertising EXPERIENCE Retail Marketing Planning & Strategy · Directed the Discovery Channel Store retail seasonal and promotional marketing strategy, and led cross-functional teams of creative development, direct marketing, e-commerce, merchandising and operations to drive sales thru retail, online and direct mail/call center channels. · Managed the rollout and marketing success of new Discovery Channel Store openings with limited resources through highly targeted mailings and leasing resources. · Managed AARP retail providers in the development of appropriate online/offline marketing campaigns, providing guidance and leadership in boomer marketing. Direct Marketing · Responsible for the marketing P&L of the Discovery Channel Catalog. Sales grew, on average, 20% during my tenure. · Responsible for the marketing and planning of the Discovery Passport Rewards customer loyalty program mailings to generate customer acquisition and retention, and consolidate marketing efforts in a cost efficient manner. The loyalty program accounted for 35% of all retail sales. · Implemented direct marketing retail partner programs with such brands as American Express and Discover Card, negotiating deal terms and producing positive ROI for the bottom line. · Successfully launched a new online shopping experience for AARP members, marketing through select member publications and targeted direct mail. Brand & Agency Management · Developed a full-scale $11MM AARP member services and discounts branding campaign from strategy & positioning through implementation, including direct mail, DRTV, print and online marketing. Managed advertising agency and a cross-matrix of ASI business units. · Integrated key Discovery Communications, Inc. network television branding strategies in the retail, direct mail, and online environment. · Extensive experience with managing large advertising agencies, boutique agencies, digital agencies and independent copywriters and graphic designers. Digital Marketing · Developed and launched the first e-commerce site for Discovery Communications, Inc. Also implemented the first email marketing program which accounted for 40% of the initial online revenue. · Responsible for web strategy and marketing for aarp.org Member Benefits. Utilized consulting and influencing skills to gain commitment from key internal and external stakeholders to successfully launch a new products & services website in Q1 2009 while simultaneously implementing a new branding strategy, and then again in Q2 2010. · Researched the emerging channel landscape and currently serve as AARP’s Member Benefits social media expert. Based on recommendations from the emerging channel environmental scan, currently investigating a mobile application test for Q3 2010. · In response to organizational need for better online positioning in AARP, developed a search engine marketing test plan and search engine optimization plan in 2009. Implementation of the optimization plan resulted in an immediate and significant increase in traffic (14%). Management & Communication · Experience in managing marketing teams and cross-matrix staff. · Tapped as a Discovery Communications, Inc. Emerging Leader. AARP Services, Inc. (ASI) - For-Profit Subsidiary of AARP Manager, Digital Strategy, August 2008-Present Sr. Marketing Manager May 2006-August 2008 Discovery Communications, Inc - Retail Division (Discovery Channel Store & Catalog and discoverystore.com) Multi-Channel Marketing Director, April 2005-May 2006 Marketing Manager, December 1999-April 2005 Creative Coordinator, November 1998-December 1999 American Type Culture Collection Marketing Assistant, September 1997-November 1998 EDUCATION BBA in Marketing, Cum Laude Marshall University, Huntington, WV MLIS in Digital Libraries Anticipated 2012 Drexel University, Philadelphia, PA .
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