laura c. carroll - resume no colors
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Laura C. Carroll(315) 373-6753
[email protected] E Dauenhauer St. E Syracuse NY 13057
EducationMaster of Business Administration | LeMoyne College Bachelor of Science - Economics | University of Dayton
Professional ExperienceDirector of Marketing | Rhode Island Novelty | 2011 – 2015Managed all aspects of consumer marketing to grow brand awareness, build loyalty, and increase market share for a wholesale distributor breaking into the B2C marketplace.
Leadership
▪ Hired, mentored and managed marketing professionals▪ Led weekly interdepartmental meetings to work through ideas and delegate assignments
Budget Management
▪ Developed and managed $4 million budget▪ Selected and negotiated contracts with vendors
Campaign Management & Analysis
▪ Created and implemented order tracking system for accurate campaign analysis▪ Developed training material for departments involved in new procedures▪ Developed annual marketing plan, creating effective contact strategies for catalog and email
campaigns▪ Examined customer demographics and purchase behavior to optimize mailings▪ Focused on prospecting and engaging lapsed customers (7% active customer growth)▪ Scheduled campaigns and tests, and identified creative needs▪ Measured the success of promotions, A/B tests, website content and merchandise▪ Analyzed KPIs, including response rate, average order value and $/catalog▪ Reviewed items sold - category, theme, price point▪ Reviewed year-to-date, year-over-year and campaign specific results▪ Developed reports for owner and C-level executives▪ Summarized catalog and email campaign results and identified key takeaways▪ Identified and accounted for YOY and YTD vs Plan variances▪ Modified annual plans▪ Revised strategy for tests and promotions through year end▪ Update merchandising plans for catalogs, emails, website and social media▪ Update budget and forecast with actuals and revise goals and benchmarks
Laura C. Carroll(315) 373-6753
[email protected] E Dauenhauer St. E Syracuse NY 13057
Manager, Catalog Planning & Analysis | Ross Simons | 2007 – 2011Responsible for preparing, executing and reporting on direct mail and print ad campaigns. Created and managed the fiscal budget and sales reporting to C-level executives.
▪ Developed circulation plans - segmented customers to optimize mailings, developed reactivation and prospecting strategies
▪ Outlined annual catalog marketing plan, developed and distributed schedule▪ Analyzed campaign performance and identified opportunities to increase ROI, response
rates, order values and $/catalog▪ Reported on campaign/test/promotion performance, YTD sales and YOY variances▪ Developed reports providing high level summaries▪ Illustrated weekly, monthly and annual actuals, and changes to forecast▪ Reported sales to merchandisers/ buyers at the category, subcategory and item level
Research Analyst | KS&R | 2004 – 2007Managed qualitative and quantitative research projects for clients from proposal to reporting.
▪ Performed research to gain understanding of the client’s marketplace▪ Designed survey instruments, trained call center reps and managed data collection▪ Created matrices and simulations for concept/offer testing and pricing▪ Analyzed data with SPSS, statistical analysis software▪ Prepared reports, key findings and recommendations based on quantitative and qualitative
data
SoftwareMicrosoft Office, with strengths in Excel and PowerPointSPSS - predictive analytics softwareSitefinity - .Net CMS (content management system)