stacey cost portfolio

Career

Portfolio

by the numbers…

(505) 603-2930 - [email protected] - www.staceycost.com

snapshot…

Name: Stacey Brazee Cost

Born: Milford, Connecticut – 1960

Residence: Santa Fe, New Mexico, USA

Summary: Accomplished Marketing Professional. Experience in Fortune 100 business environments as well as

small and mid-sized entrepreneurial organizations. Proven track record in leadership, financial

management, organization creation and personnel development across 6 industries. Noted for

innovative branding, marketing/advertising excellence and efficiency, investment return and motivating

people to deliver superior results.

Areas

of Expertise: Managing people

Optimizing internal and external resources and skill sets

Cultivating a fun collegial atmosphere

Developing talent and building strong teams

Selecting and managing agency partners

Creating reward and recognition programs and events

Getting Results

Using research to identify opportunities and measure results

Streamlining processes to create time and cost efficiencies

Developing and implementing strategic plans with quantifiable milestones

Delivering topline growth and bottom line profitability

Propelling organizations to national prominence

Imagining the new

Out-thinking vs. out-spending the competition

Adapting technology to accomplish objectives (production, fulfillment, CRM, web, e-store)

Sharpening the brand story to create a distinctive message in a cluttered category

Launching new channels and new products

Utilizing curiosity, tenacity and creativity to build effective business solutions

Reaching out

Establishing and nurturing long-term relationships with peers, mentors, vendors, clients and direct

reports

Enhancing community relations

Giving back

Favorite

Things: Innovation, challenge, brainstorming, laughing so hard I cry, warm

weather, a great book, carbs, being comfortable in silence with

someone else, new ideas, learning new software, authenticity,

kayaking, loyalty, the smell of citrus, making jewelry, integrity, honest

conversations, a nice smile, good manners, quick thinking, team

players, swimming and dogs.

Education: I hold an MBA from the University of Georgia with a concentration in Finance, which I felt was necessary

to augment my BBA degree in Marketing from the same institution. I realized that

executives, in general, believe marketing professionals do not understand numbers. So,

by focusing on Finance in graduate school, I thought I could overcome that roadblock with potential

employers. That was a good call.


the details…

Stacey Brazee Cost

2011 – present DIRECTOR OF MARKETING PRESBYTERIAN HEALTHCARE SERVICES – Albuquerque, New Mexico Presbyterian is a not-for-profit integrated healthcare system with 8 hospitals, a medical

group with more than 700 providers in 40 specialties and a health plan serving commercial, Medicare and Medicaid members. Presbyterian’s 10,000+ employees care for 1 in 3 New Mexicans with at least one service. Established in 1908 and headquartered in Albuquerque, NM.

Responsible for brand identity, advertising, research, sales support and materials for all

lines of business. Oversee the creation and implementation of marketing campaigns to grow revenue, retain customers and improve efficiencies. Accountable for identifying market opportunities and developing plans to address them while maintaining the mission of the organization to improve the health of its patients, members and communities.

Led enterprise stakeholders and digital agency through new website launch on Sharepoint 2010 platform. Improved navigation, highlighted self-service options, launched transactional capabilities for the health plan and mobile optimized key content areas. New site visits increased by 22%, page views increased by 35%, and supported mobile device access by 38% of visitors.

Developed consumer EHR awareness campaign to achieve over 100,000 patient account activations while successfully differentiating the organization.

Lead the research effort and marketing campaign to support the launch of Video Visits as a health plan benefit for most of the 420,000 members.

Delivered a self-serve platform to accommodate collateral and digital asset management needs across the enterprise improving the efficiencies of a 4 person marketing operations staff and leading to $250K in annual cost center savings.

Conducted research to measure consumer preference for delivery system and health plan. Achieved record setting preference for the health plan, more than 2 times greater than the next highest competitor.

Oversaw events to open new facilities and enter new markets including the opening of the first full service hospital on the West side of Albuquerque which was attended by over 7,000 members of the community.

2009 – 2010 VICE PRESIDENT - MARKETING

HIGH COUNTRY GARDENS / SANTA FE GREENHOUSES – Santa Fe, New Mexico A multi-million dollar online, mail order and brick and mortar purveyor of hardy, unusual

and waterwise plants with a nationwide customer base. Established in 1984 and headquartered in Santa Fe, NM.

Responsible for brand strategy, positioning, articulation, creative execution, channel alignment, events, sponsorships, marketing communications, retail signage and POS materials. Also responsible for the elevation of website into an efficient, optimized and robust e-commerce platform.

Created multi-channel brand strategy, visual identity and creative guidelines.

Grew pay-per-click revenue 2x year-over year with strict ROI requirements.

Increased website traffic 12% year-over-year and accelerated transaction volume to compensate for lower average order value, thus stabilizing revenues.

2004 – 2009 SENIOR VICE PRESIDENT, MANAGING DIRECTOR - MARKETING

THORNBURG MORTGAGE – Santa Fe, New Mexico NYSE traded, national residential mortgage lender focused on the prime, jumbo segment

of the adjustable rate mortgage market. $5.2B in volume, # 737 on Fortune 1000 (2007).

Executive ownership of all marketing functions within the organization to achieve

origination volume objectives across multiple channels. Managed every aspect of

demand creation, including brand strategy, strategic planning, advertising, research,

customer relationship management and digital.

Grew direct origination volume from $2.0B in 2004 to $5.2B in 2007.

Identified new channel opportunity and successfully supported launch of wholesale

lending which supported 18 account managers and over 600 broker partners. First

year originations from this channel exceeded $1.1B.


the details…


Brand

Eye Candy

examples…

print

collateral & direct mail


examples…


out of home

examples…

other


examples…

outdoor

websites

print

advertising

email

retail signage

customer loyalty


examples…

internal messaging

public relations sales support trade media

events & tradeshows

client

communication


examples…

out of home

retail

collateral, events & other materials

print

branding

public relations


examples…

promotions

out of home

collateral & packaging

print

retail


Shout Outs

Background: I gather ideas and inspiration from my broad network of former managers,

consultants, vendors, successful former colleagues, and my current work group.

In the interest of continuing improvement, I surveyed this group and incorporated a

concept I'm fond of, the Net Promoter Score.

The Approach: 47 individuals were invited to participate, and I received a 74.5%

response rate.

The Question: "How likely is it that you would recommend Stacey Cost to a friend or

colleague?"

The Response: Stacey Cost's Net Promoter Score = 94.3%

references…

Detailed References Provided By:

Wendy Clark Senior Vice President Global Sparkling Brand Center Coca-Cola Valerie Vargas Vice President Consumer Advertising & Marketing Communications AT&T Melissa Merk Senior Vice President First Mortgage Bank of America

Joseph H. Badal Chief Executive Officer (retired) Thornburg Mortgage Home Loans Mike Fox Brand Strategist The Mullingar Group


http://www.netpromoter.com/netpromoter_community/index.jspa?gclid=CMPZ6NbC-68CFegbQgod5mFXRw

reference…

Name: Wendy Clark

Current Position: Senior Vice President

Global Sparkling Brand Center

Company: Coca-Cola

Industry: The world’s largest beverage company, operating

in over 200 countries with over 2,800 beverage

products.

Contact Info: (404) 676-7020, [email protected]

Candidate relationship period 1997 – present

Relationship with candidate: Business and personal

Business relationship: Direct report from 1997 – 2000

Personal relationship: Have maintained contact due to personal connection made

during working relationship and mutual respect for each other’s unique viewpoints

and competencies.

Comments: Stacey demonstrates the "genius of the and" by being both operational

and inspirational in her work approach. Stacey masters the details, sets a plan,

works the plan and delivers results. At the same time, she leads with vision, inspires

teams (both direct and indirect) and plays to win the war (not the battle). The highest

compliment I can pay Stacey is that during my time working for her I learned

constantly -- about marketing, about business, about human interactions, about

leadership and about integrity.


mailto:[email protected]

reference…

Name: Valerie Vargas

Current Position: Vice President

Consumer Advertising & Marketing

Communications

Company: AT&T

Industry: AT&T is the largest communications holding

company in the world by revenue.


Candidate relationship period: 1998 – present


Business relationship: Direct report from 1998 – 2000, and 2001-2004

Personal relationship: Have maintained contact due to personal connection made

during working relationship and ability to constantly learn things from each other and

see a different and valuable point of view.

Comments: I have had the incredible opportunity to work for Stacey not only once

but twice - at BellSouth Cellular and then at HomeBanc Mortgage. If you are looking

for an individual who drives strategy, creativity, analytical decision-making and all

while inspiring her team - she's your kind of leader. Stacey is incredibly insightful.

She utilizes this strength in making strategic decisions to take a product, brand or

service to market. Additionally, she is highly analytic using results-driven analysis to

improve performance of that execution in the market. As a leader, she coaches the

best from her team empowering and bringing out the special skill sets and abilities of

each member. An inspirational leader, she is the type of manager who leaves raving

fans within any company she touches.



reference…

Name: Melissa Merk

Current Position: Senior Vice President

First Mortgage

Company: Bank of America

Industry: One of the world’s largest financial institutions.

Contact Info: (704) 386-0435

[email protected]



Business relationship: Direct report from 2000 – 2004

Personal relationship: Not only did I find a mentor in my working relationship with

Stacey, but I found a great person who I continue to lean on for her objectivity and

who I can count on to help me maintain a positive perspective of what really matters

in life.

Comments: Reporting to Stacey Cost positively influenced my growth as a leader.

Her mentorship enabled me to navigate objectively through strategic development

and incorporate data as a key decision driver in my business routines. Most of all,

she instilled a confidence in my analytic and marketing skills that has allowed me to

transition my successes under her leadership into an extremely satisfying marketing

career. Stacey not only recognizes and achieves the business goals of an

organization - she knows how to develop people. I highly recommend Stacey as an

executive leader because I am evidence her leadership formula works and I continue

to use the strengths she instilled in my work every day.



reference…

Name: Joseph H. Badal

Current Position: Consultant, Author

Previous Position: Chief Executive Officer

Previous Company: Thornburg Mortgage Home Loans

Previous Industry: Financial Services


Candidate relationship period: 2004 – present,


Business relationship: I hired Stacey and was her direct supervisor at Thornburg

Mortgage from 2004 through 2007.

Comments: Stacey brought new skills and experience to our company and shepherded the creation of a professional marketing department. In the process, she helped to develop several of her subordinates into significant contributors to our organization.

But her contributions went well beyond just the marketing arena. Her creativity expressed itself in a variety of ways, including the preparation of the company’s strategic plan, construction of corporate presentations, developing a PR function and interacting with our sales department.

I was able to count on her in a myriad of ways. I owe much of my success at Thornburg Mortgage to her support and advice. I found her to be a partner in whom I have great confidence. She proved herself to be a kind-hearted, generous person who is always ready to assist another department or co-worker in any way possible.

After my retirement, Stacey has continued to be a source of marketing advice and has assisted me with the creation of my digital and social presence and has advised on other areas pertaining to my marketing platform.



reference…

Name: Mike Fox

Current Position: Consultant

Company: The Mullingar Group

Industry: Brand Strategy



Relationship with candidate: Business Peer

Business relationship: Worked with Stacey as the agency of record with BellSouth

as well as Thornburg Mortgage. Have also provided strategic assistance to Stacey

at Presbyterian Healthcare Services as she strives to enhance their brand and their

interactions with patients and members.

Comments: Stacey shows up to work everyday with a positive attitude and a willingness to combine gravitas and levity in a way that benefits her department and the brand. She believes that she can make a difference at her company and that is contagious. Innovation and creative thinking are Stacey's strongest skills, very powerful tools that she uses to manage change.

She thinks outside the box and encourages others to do the same; she is a catalyst

for my own best thinking. At the same time, she considers the implications of change

and does not recommend reactive or haphazard paths. Stacey continually looks for

opportunities to improve everything. She is also aware of the risk that is associated

with introducing new processes or just doing things differently than they were done in

the past and manages that risk conscientiously in her decision making process. She

is an inspiring, motivational leader and an effective delegator, making sure projects

move in the right direction without dominating the process.




Thank you for your time and interest.

Sincerely,

Stacey Cost

conclusion…

For brands that compete in chaotic, rapidly changing industries, I successfully

combine creative thinking with fact-based decision making to out-think vs. out-

spend the competition.

I have been fortunate to work with creative, innovative and entrepreneurial

leaders in growing organizations across several industries.

Collaboration with talented and exceptional individuals at all levels and across

functional areas reinforces my belief that great ideas reside everywhere, but it

takes a dedicated team to bring them into reality.

I believe in constant learning, the importance of building a strong brand and

the unparalleled satisfaction that comes from working as part of a creative and

collaborative team.

stacey cost portfolio

Career

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