CLAUDINE WATERS

542 East Cumberland Road, Orange, CA 92865

714.915.4095
claudine@me.com

SUMMARY
Results-focused and resourceful marketing professional empowered with extensive
B2B and B2C marketing communication experience, particularly in the financial se
rvices, apparel, and automotive sectors. Background includes managing all facets
of marketing and promotion, including advertising, public relations, direct res
ponse, and sales promotion.
- Authored a variety of lead-generation programs to support retail lending
, loan modification, and debt settlement call centers, including Internet leads,
TV/radio leads, direct mail, search engine marketing (SEM), and search engine o
ptimization (SEO).
- Worked closely with sales management to establish monthly sales goals an
d objectives, necessary lead volume, and call center staffing, as well as create
successful campaigns to support them.
- Administered debt settlement direct mail campaign that currently generat
ed a 1.95% response rate against industry standard of .75% to 1%.
- Examined various lead sources to determine which generated the highest c
onversion rates, as well as the lowest cost per acquisition.
- Effectively managed over 200 trade shows and special events each year.
- Provided strategic leadership to external vendors and outsourced agencie
s to ensure programs supported corporate brand, and established goals and object
ives.

KEY EXPERTISE
- Strategic Development and Execution
- Account Management/Retention
- Profit Margin Improvement
- Direct Response Campaigns
- Brand Management and Extension
- Trade Show/Event Management
- Project Leadership
- Collateral Development (Print/Online/Broadcast)
- Market Research and Analysis
- Strategic Partnership and Alliances
- Creative and Resourceful Problem Solving
- Leadership and Team Building

CAREER PROGRESSION

IMPAC FUNDING CORPORATION ~ Irvine, CA

Assistant Vice President, Marketing 2005â⠬â Present
Strategically devise and execute multi-channel marketing initiatives, including
print, online, and television. Provide support in various company programs to fa
cilitate the growth of a $22B national Real Estate Investment Trust and its subs
idiaries. Effectively lead a group of 14 direct reports in initiating various c
orporate initiatives to successfully establish and meet goals, objectives and pr
oject schedules; oversee team progress, and provide them with motivation and sup
port to deliver peak performance.
- Oversaw the strategic implementation and execution of a CRM application
(SalesForce.com, Microsoft Dynamics).
- Conceptualized a customer loyalty program that dramatically increased lo
an submissions from current approved broker base by 20%.
- Grew existing account base by 40% that generated record sales of $430M,
in February 2008.
- Singlehandedly managed $5.25M marketing budget for Impac and subsidiarie
s.
- Negotiated contracts for all vendors that slashed 35% in operational cos
ts.
- Served as core member of the Product Committee and chairperson of the Ma
nagement Action Committee.
- Formulated metrics to effectively measure success of campaigns, as well
as implemented system for tracking and reporting results.

Marketing Manager 2005

Effectively led and managed a group of 10 direct reports charged with responsibi
lities, including establishing goals, objectives, project schedules, as well as
overseeing professional development, monitoring progress, and providing motivati
on and support.
- Built internal corporate communications, such as company newsletter, ann
ouncements, and employee awareness campaigns.
- Developed internal project tracking infrastructure to create accountabil
ity and visibility to all projects.
- Instituted customer-focused, value-added services to boost product knowl
edge and sales, including custom flyer application (for clients and Sales), Onli
ne Training Center (training for our products and services), and seminars/webina
rs (to increase product knowledge).
- Successfully implemented company-wide fulfillment system for promotional
and collateral material.

SPECIALIZED MARKETING SERVICES ~ Irvine, CA

Account Supervisor 2004
Independently managed clients that generated more than $4 million in annual reve
nue, including H&R Block Mortgage, Option One Mortgage, Kaiser Permanente, and L
ufthansa German Airlines for direct response agency.
- Assumed full responsibility in strategy development and campaign managem
ent that includes media and data selection, developing creative briefs, managing
budgets, schedules, vendors, gathering necessary approvals, copy and layout edi
ting, coordinating response mechanisms, and documenting results.
- Managed and grew assigned annual gross income minimums, achieved account
profitability and billable hour goals, prepared annual financial forecasts with
quarterly updates, and assessed all billing prior to distributing to the client
s.
- Effectively coordinated lead generation, customer acquisition and retent
ion, as well as customer loyalty programs for Kaiser Permanente that yielded res
ponse rates of 3% to 5% that exceeded client expectations.
- Led the development as well as managed a turnkey trade show program for
H&R Block Mortgage; devised advertisement templates, giveaways, and coordination
of 56 trade shows.
- Built a turnkey marketing initiative for The Handyman Network; created a
dvertisement templates, direct marketing collateral, and media and public relati
ons plans for new store openings, customer loyalty program, customer acquisition
 program, and referral program.

MONACO DESIGN & MARKETING, INC. ~ Costa Mesa, CA

Marketing Manager 2001â⠬â 2004
Synchronized all marketing initiatives for international apparel manufacturer, i
ncluding sales collateral, direct response campaigns, website development, print
and online advertising, corporate identity, and trade shows.
- Administered and enforced production schedule to ensure consistency of q
uality, timely delivery, and compliance with all established design specificatio
ns.
- Performed sourcing of both domestic and offshore manufacturing facilitie
s.
- Handled negotiation with vendors to ensure desired profit margins were m
et.
- Determined sales volume for product launches as well as necessary invent
ory to support rollout.
- Wrote proposals and licensing agreements for potential licensors.
- Solely managed account base of automotive and action sports clients that
yielded $3M in annual revenue, clients include Yamaha, Ford Motor Company, Pors
che Cars of North America, Lincoln, Polaris Industries; served as primary liaiso
n between the company and these key clients.
- Formulated apparel and accessory programs for principal automobile manuf
acturers in conformance with their brand identity and demographics of target mar
ket.
- Flawlessly coordinated custom-developed merchandise initiatives for the
2001 and 2002 Lincoln US Open.

EDUCATION
Bachelor of Arts in Communications
California State University, Fullerton, Fullerton, CA
Attended various training programs relating to brand management, graphic design,
and website design

TECHNICAL EXPERTISE
- PC and MAC Platforms
- Microsoft Office Suite
- Microsoft SharePoint
- Customer Relationship Management (CRM)
- Adobe Creative Suite (Illustrator, Photoshop)
- Adobe Dreamweaver
- Predictive Dialer
- Email Marketing Software