SAMANTHA S.

FRANCK
Duluth, GA 30097 Cell: 706-992-2199 franck.samantha@gmail.com

SENIOR MARKETING STRATEGIST FORTUNE 500 HIGHER EDUCATION

Collaborative marketing leader with 10+ years P&L of experience that includes the Fortune 500 and higher education for performing arts. A game changer that helps companies successfully navigate transitional environments, including rebranding and new business models. Establishes strong relationships; maximizes potential of direct reports and cross-functional teams; effectively engages stakeholders at all levels to accomplish corporate goals and objectives. P&L Management Product Development Market Research Program & Campaign Management Marketing Strategy Sales & Business Development New Media & Technology Strategies

PROFESSIONAL EXPERIENCE
PRINCIPAL, STRATEGIC MARKETING CONSULTING, Atlanta, GA, 2010 to Present
Independent consultant helping businesses improve performance through marketing strategy and business process improvement. Recent engagements include:

CAP21 - America's Musical Theatre Conservatory, New York, NY

Leading musical theatre conservatory and theatre company, providing professional acting, vocal and dance training for students planning a career in musical theatre performance. Launched Google AdWords program and supported social media development (Facebook, Twitter, YouTube) producing exceptional CTRs in less than six weeks. Supported development of NAST accreditation self-study document in preparation for on-site review. Developed contact management system that secured a record number of high school recruiting opportunities. Authored independent student blog engaging target audiences with first-hand details of the audition, admission and training experience.

Direct Marketing Group, Atlanta, GA Designed digital record retention and distribution system that doubled the productivity of sales operations. Building strategy for new business model targeting small business micro-market advertising. CHANNEL MARKETING MANAGER, AFLAC, Columbus, GA, 2008 to 2010

Fortune 200 company and worlds largest provider of supplemental (voluntary) insurance products, generating $16.6 billion in revenue in the U.S. and Japan. Serving more than 50 million consumers worldwide and 450,000 U.S. businesses. Vertical marketing strategist maximizing penetration in the education, healthcare and retail industries. Developed compelling value propositions, product portfolios, and distribution strategies to optimize consumer penetration. Proposed product enhancements based on proprietary consumer research and field visits. Increased penetration by 20% in key segments with an integrated enrollment program, including POS materials, email campaigns, social media, targeted advertising and OOH venues. Maximized field utilization and brand consistency with promotion and training program for direct sales team. Created digital account retention programs, dramatically reversing a sudden and alarming defection rate. Results included an 18% improvement in new account retention.

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Cell: 706-992-2199 franck.samantha@gmail.com

VICE PRESIDENT, MARKETING, SELMAN & COMPANY, Cleveland, OH, 2005 to 2007
Third-party marketer and administrator offering a broad range of discretionary insurance products to consumers nationwide through association, affinity group, and financial institution distribution channels. Assumed newly created senior management role responsible for providing leadership for marketing and inside sales operations, generating annual revenues of $5 million. Managed account team serving 400+ customers, online marketing, and $2 million direct mail budget. Direct oversight for three high-profile client relationships. As member of the senior leadership team, developed strategy for current and future business operations and managed insurance company relationships. Improved direct mail ROI by 38% and implemented cost-saving production methods to reduce continually escalating DM expenses. Introduced two new products targeted to the changing needs of the target audience. Slashed fulfillment costs by 75% by transitioning to digital delivery system.

VICE PRESIDENT/ CHANNEL MANAGER, ASSURANT, Atlanta, GA, 1998 to 2005

International life insurance company targeting the pre-need market (pre-arranged and prepaid funerals) selling through direct sales force, third-party marketers, and general agents. Developed and executed strategies for three largest client segments/channels with $200 million in annual new business revenue. Established market dominance by redefining value proposition and supporting products and services. Partnered with sales leadership to create new business opportunities with key client targets. Led cross-functional product development team. Achieved 7% annual revenue growth over five years by creating a compelling value proposition and expanded product portfolio. Established thought leadership position by publishing trade articles and presenting at industry conferences. Reduced production costs by 25%, production time by 50%, and enhanced client satisfaction by developing an online solution to replace more costly direct mail services.

DIRECTOR, MARKETING AND CUSTOMER DEVELOPMENT, First Federal of Lakewood, Lakewood, OH, 1992 to 1998
Financial institution serving northeast Ohio communities with 1998 assets of nearly $1 billion. Charged with providing strategic direction and oversight for all marketing activities, including brand management, product development, market research, communications and lead generation. Managed marketing staff and call center team. Captured and maintained #1 market share ranking for five years by expanding product line with five new products in a three-year period Improved customer awareness and market share by repositioning corporate brand and identity. Increased customer satisfaction by 25%, converted 12% of calls into revenue opportunities, and eliminated unnecessary back-office labor expenses by advocating for and establishing the bank's sales-oriented call center. Grew highest profit consumer segment by 10% in 18 months and reduced unprofitable accounts by 55% over 12 months. Used database mining to segment most profitable customers and products, design cross-selling strategies, and develop household-level pricing models.

Education
MBA in E-Commerce & International Business, Georgia State University, Atlanta, GA MBA in Marketing, Cleveland State University, Cleveland, OH BA in Journalism, Kent State University, Kent, OH