VP, CRM - RiteSite Executive Jobs - Resumes 6/10/18, 2)32 PM

VP, CRM
Passionate CRM executive with expertise at driving CRM, Direct/Database
Marketing and Customer Insights to achieve measurable results.
Successful at blending the "art" and "science" of CRM/Direct Marketing
while building loyal customers by transforming customer information into
actionable solutions.
CRM, DIRECT MARKETING, CUSTOMER INSIGHTS EXECUTIVE

Successful at blending the "art" and "science" of CRM/Direct Marketing

High energy and dedicated CRM executive with expertise at driving CRM,
Direct/Database Marketing and Customer Insights to achieve measurable
results.

Successful at building loyal customers and increasing profits by

transforming customer information into actionable solutions across retail,
direct marketing services, publishing, technology and advertising agency
industries.

Extensive Fortune 500 and start-up experience in customer relationship

marketing, eCommerce, and analytical methods to support multi-channel
business strategies.

SELECTED ACCOMPLISHMENTS

> Strategic CRM Leadership: Developed and launched a three-year

strategic Customer Relationship Management plan at RadioShack
Corporation encompassing five pillars of success: (1) CRM strategy, (2)
campaign development & execution, (3) customer analytics, (4) predictive
modeling, and (5) database management. As part of the RadioShack CRM

http://www.ritesite.com/resume/VP-CRM-55868.htm Page 1 of 7
VP, CRM - RiteSite Executive Jobs - Resumes 6/10/18, 2)32 PM

plan, launched a segmented insert program that increased sales 8% while

decreasing marketing expense 20%.

> Customer Contact Strategy: Successful at creating customer contact

strategies to drive incremental sales and increase direct marketing
effectiveness. At Zale Corporation, turned around a direct marketing
program to achieve Incremental Margin Return on Investment (IMROI) of
33% in Year 1 and 132% in Year 2. For Charming Shoppes, increased direct
marketing effectiveness from a -31% IMROI in 2008 to a +1% IMROI in
2009, translating into a $20M increase in marketing effectiveness.

> Customer Growth & Retention: Proven ability to grow customer bases
and Life Time Value (LTV) through the development and management of
CRM trigger initiatives targeting key customer segments. At Charming
Shoppes, launched a New Customer Assimilation program which increased
assimilation rates by 58% while delivering a LTVROI of 376%. Initiated an
Attrition Prevention program which decreased attrition by 21% and
produced a LTVROI of 658%.

> Capital Investments in CRM, Data Mining & Analytics: Sourced and
negotiated world class CRM and technology solutions and led the
development and integration of innovative modeling and analysis
initiatives. Led implementation of a Customer-Centric Marketing Database
(CCDB) at RadioShack, achieving 130%+ Return on Invested Capital
(ROIC). Currently implementing a new Multi-Channel Campaign
Management (MCCM) solution for Charming Shoppes, with expected
500%+ ROIC.

PROFESSIONAL EXPERIENCE

CHARMING SHOPPES, INC. - Bensalem, PA 2007 to Present

http://www.ritesite.com/resume/VP-CRM-55868.htm Page 2 of 7
VP, CRM - RiteSite Executive Jobs - Resumes 6/10/18, 2)32 PM

Charming Shoppes, Inc. (NASDAQ: CHRS) is a $2B+ multi-brand, multi-

channel retailer of women's specialty apparel.

VP, CRM and Database Marketing

Recruited to lead CRM, Database Marketing, Customer Insights and

Database Management resources for the corporation. Manage a
department of 10 and multiple vendors.

* Developed the company's customer contact strategy using customer LTV

and segmentation to prioritize marketing investment. Increased direct
mail effectiveness by more than $20M, from -31% to +1% IMROI.
Decreased direct mail expenses by $15.3M while increasing total
incremental margin by 11% or $4.9M.

* Initiated new CRM email and direct mail trigger programs to increase
new customer assimilation, reduce attrition, and increase reactivation of
former customers.

* Implemented a major capital project to reduce undeliverable direct mail

saving more than $4M annually while increasing the marketable customer
universe by 7%.

* Commenced a solution that eliminated $23M in annualized coupon reuse

through use of an integrated customer ID and coupon barcode. Trained
and educated store operations in the value of these coupons to increase
knowledge of our customer through more accurate tracking.

* Launched real-time customer interaction via POS to provide customers

with personalized bounceback offers to increase repeat purchases and
expand their market basket.

http://www.ritesite.com/resume/VP-CRM-55868.htm Page 3 of 7
VP, CRM - RiteSite Executive Jobs - Resumes 6/10/18, 2)32 PM

* Currently implementing a new Multi-Channel Campaign Management

(MCCM) solution with an integrated Email Service Provider (ESP), with an
expected 500%+ ROIC.

ZALE CORPORATION - Irving, TX 2005 to 2007

Zale Corporation (NYSE: ZLC) is one of largest specialty jewelers in North
America, with 2007 revenues of $2.4B.

Senior Director, Database Marketing

Addressed and led the company's direct and database marketing needs,
managed the customer-centric database, and drove customer research and
strategic insights. Managed a department of 12 and 5 vendors.

* Developed and launched customer contact strategy; led first two

generations of this strategy utilizing direct mail, email and phone. Grew
IMROI from -1% to +132%. Increased net sales by 32% to $248M. Drove
gains in Incremental Response Rate by 78%.

* Expanded on previous success of our credit card reissue program by

growing the IMROI from 55% to 148% while increasing the mailing
quantity by 45%.

* Managed and enhanced a customer satisfaction survey which generated

more than $6M in incremental sales and increased repeat rates by more
than 2X.

RADIOSHACK CORPORATION - Fort Worth, TX 2003 to 2005

RadioShack Corporation (NYSE: RSH) is a consumer electronics specialty
retailer with 7,000 outlets nationwide and 2005 revenues of $5B.

http://www.ritesite.com/resume/VP-CRM-55868.htm Page 4 of 7
VP, CRM - RiteSite Executive Jobs - Resumes 6/10/18, 2)32 PM

Director, Direct/Database & Internet Marketing

Managed 6 direct reports, 2 agencies, 4 third parties, and $80 million in

CRM & Online Marketing budgets. Held company-wide responsibility for
all direct and database marketing strategy and execution including direct
mail, inserts, Internet/email marketing, local/field marketing, loyalty,
customer information capture and the customer-centric database and all
associated data/postal processing.

* Developed/launched a hosted Customer-Centric Marketing Database

(CCDB). Project was delivered on-time and 40% under budget (130%+
ROIC). Utilized Unica, MicroStrategy, Trillium and SAS.

* Launched a segmented insert program that targeted inserts at key

customer segments with tailored creative, merchandise, offers, and
distribution. Increased sales 8% while decreasing marketing expense 20%,
receiving the 2004 RadioShack National Innovative Idea Award.

* Led holiday direct marketing catalogs to generate an average $3 ROI.

Launched the first toy and gift catalog for RadioShack, generating more
than $35M in sales with a response rate greater than 4.5%.

* Launched an online, paid search program which generated a 300% ROI.

Expanded the Online Affiliate program and grew revenue by 200%+. Grew
online advertising ROI to 1100%+.

* Developed a new direct mail contact strategy of a $36M annual direct

marketing catalog program that needed to find new models and data
sources, generating an incremental ROI of $4.19 (FY2004) and $4.92
(holiday season).

http://www.ritesite.com/resume/VP-CRM-55868.htm Page 5 of 7
VP, CRM - RiteSite Executive Jobs - Resumes 6/10/18, 2)32 PM

* Created the company's 3-year strategic plan for CRM. Gained Board of
Directors approval of the plan which encompassed five pillars of success:
(1) CRM strategy, (2) campaign development & execution, (3) customer
analytics, (4) predictive modeling, and (5) database management.

KNIGHT RIDDER - San Jose, CA 2002 to 2003

Knight Ridder (NYSE: KRI) was the nation's second-largest newspaper
publisher with products in print and online in 28 U.S. markets.

Director, E-Commerce (E-Systems)

Aggressively recruited to rejoin Knight Ridder when H Marketing
Solutions Group went out of business. Responsible for web-enablement of
Knight Ridder's core business for consumers and businesses.

H MARKETING SOLUTIONS GROUP - San Jose, CA 2000 to 2002

Advertising agency, software developer, and data provider that developed
marketing automation software integrated with traditional advertising
agency services.

Director, Data Strategy & Services

Member of senior management team with responsibility for direct
marketing services, data strategy/services, database management and
privacy.

KNIGHT RIDDER - San Jose, CA 1997 to 2000

Director, Database Marketing

Corporate-wide responsibility for database marketing. Leveraged customer
information to drive circulation acquisition/retention, advertising sales

http://www.ritesite.com/resume/VP-CRM-55868.htm Page 6 of 7
VP, CRM - RiteSite Executive Jobs - Resumes 6/10/18, 2)32 PM

and editorial content development. Hired from Claritas where I managed

the Knight Ridder account.

CLARITAS - Chicago, IL & Arlington, VA 1996 to 1997

Client Service Manager

DECISIONMARK CORP. - Cedar Rapids, IA 1994 to 1996

Coordinator, Business Development

EDUCATION / PROFESSIONAL LEADERSHIP

UNIVERSITY OF WISCONSIN - EAU CLAIRE, Eau Claire, WI

B.S., Urban Economic Geography / History, 1994

Advisory Board, CRM (Fred Newell) Conference (2004 to Present)

Board of Directors, Charming Shoppes Charities (2009 to Present)
Member, Marketing Executive Networking Group - MENG (2009 to
Present)
Member, Direct Marketing Association - DMA (1997 to Present)
Advisory Board, QMS/Sagent (acquired by Group 1) Corporation (1998 to
2001)
Board of Directors, International Newspaper Marketing Association (1998
to 2002)

http://www.ritesite.com/resume/VP-CRM-55868.htm Page 7 of 7