"Marketing Powers Sales"
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RESUME

KAREN W. SESONA
Dallas / Plano, TX 75093
(214) 402-6504
karens@marketinglaunch.com
http://www.marketinglaunch.com

TARGET POSITION: MARKETING MANAGER

 Marketing Programs  Direct Marketing  Web Site Design
 Internet Marketing  Email Marketing  Presentation Design
 Partner / Affiliate Marketing  Database Marketing  Webinars / Training
 Graphics Production  Lead Generation  Events / Seminars

SUMMARY: Karen Sesona is an energetic, innovative Marketing professional with 16+ years of experience in Technology/Internet, Staffing/Training and Advertising/Marketing related industries. She has developed and implemented proven and effective marketing programs to drive sales initiatives. Karen is a steadfast performer with a solid record of achievement who has the courage to implement plans rapidly and produce results. She is a flexible, dependable problem-solver, who is organized, resourceful and always client-centric.  Professional Assessment Profile >>  

PROFESSIONAL EXPERIENCE:                              

(May 2007-Present) LT, Inc. / Technology Company, Plano, TX

[On-Demand Computing Solutions]  Develop, manage and implement marketing programs to drive customer acquisition and increase revenue.

Web Marketing, Program Manager / Contract Employee (05/07-Present)
 
  Launch and manage LT's Affiliate Partner Marketing Program to drive web traffic and increase company's online sales.        
  Manage company web site which includes: developing content, direction of layout for positive user experience and optimize for SEO, all to ensure increased web traffic and click-thru rates and decreased bounce rates thus resulting in improved online sales.
   Develop and manage email marketing campaigns to ensure ongoing targeted communications with our customers, resellers and affiliate partners.
   Manage corporate Blog efforts to provide an effective client communication and educational tool.
  Work closely with enterprise sales and inside sales teams to develop lead lists, sales collaterals and more to support their outbound sales efforts.
   Write original and edit existing marketing/technical content for web site/s, e-collaterals, email marketing and more to deliver product information and effective sales messaging.
     
In the works - launched Eloqua March 2008:
   Create and deliver web-based "offer-driven" marketing programs (via ELOQUA) utilizing various Web mediums including; sales e-collateral, segmented/triggered email communications, micro-sites, landing pages, capture forms and more to optimize lead generation initiatives, boost web traffic, and increase sales; provide ROI on all campaigns using Eloqua reporting tools.
   Develop concepts and co-create offers to drive marketing campaigns including educational webinars, online demos/videos, white papers, briefs, e-booklets, and more.
   Key contributor to launching local Dallas Eloqua User Group.
  
(2004-2007) ISM / COMPUSA TV NETWORK, Dallas, TX
 [Advertising / Retail Media Group] Developed, managed and implemented all marketing initiatives.

Marketing Manager / Contract Employee (04/04-Present)

  • Created and managed web site development for both ISM and retail partner sites (i.e. CompUSA TV Network, Aeromedia, Consumer Connect, etc.) ensuring efficient transfer of program information to advertisers and retailers resulting in increased revenue.

  • Developed and managed all email and direct mail marketing initiatives to increase awareness on the benefits of In-Store / Retail TV; measured ROI utilizing analysis tools.

  • Produced all marketing collaterals (i.e. datasheets, brochures, posters, etc.) to assist sales team in communicating key messaging in turn generating revenue.

  • Produced proposals and presentations targeting prospective retail partners and advertising sponsors to assist executive staff and sales team in acquiring new clients.

  • Launched Salesforce.com as web-based SFA tool to organize and track sales efforts and manage document library..

  • Managed all other marketing deliverables (i.e. promotional products, photo shoot coordination, event management, etc.)

  • Managed vendor relations (i.e. PR, freelance designers, copywriters, printers and more) meeting budget requirements, deadlines and creative guidelines.

(2001-2004) MARKETINGLAUNCH, Dallas, TX

[Marketing Consultant] Developed and managed marketing programs for B2B clientele.

Marketing Manager / Contract Consultant (02/01-Present)

  • Consistently acquired new clients and managed marketing programs for key clientele including; VeriSign, One Technology, Heroes for Humanity, ISM/CompUSA and others.

  • [ISM_2004] Developed and managed all marketing deliverables (i.e. various web sites, graphics production, presentations, email marketing and more) for ISM / CompUSA TV Network ensuring effective transfer of critical program information as well as increased sales activity. (Led to retained position; see above)

  • [Heroes for Humanity_2004] Produced business presentations to ensure future funding.

  • [One Technology_2003] Developed and delivered training program on Affiliate and Internet marketing which ensured immediate productivity of new employee/s.

  • [VeriSign_2001] Helped realize Q2 2001 revenue goals by developing and executing Internet/email partner marketing programs. Key contributor in launching VeriSign’s Internet-based Affiliate Program.

(2001-2002) DRAKE BEAM MORIN [ ERICSSON / THOMSON LEARNING ], Dallas, TX

[Training / Global Staffing Org] Delivered career training and managed onsite marketing efforts.

Marketing Manager & Training Facilitator / Contract Employee (04/01 - 05/02)

  • Delivered Career Training Webinars, which resulted in successful transfer of knowledge and ongoing customer satisfaction. (Thomson Learning)

  • Facilitated onsite Career Transition group workshops and provided 1-on-1 coaching to ensure clients (Ericsson’s released employees) secured new employment opportunities.

  • Increased Ericsson’s Career Center traffic/usage up to 75% by successfully marketing career support services ensuring downsized employees utilized resources offered, which was key to DBM's client success.

(1999-2001) E-LETTER, San Jose, CA

[Web-based Printing/Direct Mail Tool] Developed, implemented and managed Partner Marketing Programs. (2001 moved back to Texas)

Channel Marketing Manager, 5/00 - 2/01

  • Doubled registrations and revenues monthly by developing and implementing Internet/email and conventional marketing initiatives to ensure success of partner marketing programs; included collaterals, email, direct mail, Internet marketing, events, promotions, PR, educational tools, and more.

  • Published "Direct Mail for Dummies®" booklet, which became a highly successful promotional tool; publishing rights purchased by USPS.

  • Ensured success of partner alliances (i.e. RE/MAX, Blue Cross, Unicare, Washington Mutual, Realty World...) by establishing and maintaining strong partner relations.

  • Measured ROI on all marketing efforts utilizing reporting and metrics analysis tools.

     
Affiliate Program Manager, 8/99-5/00

  • Drove up to 15% of total company’s revenues by acquiring 10K+ Affiliate Partners thru the successful launch and development of web-based Affiliate Marketing Program; promoted to Channel Marketing Mgr.

  • Founded the Bay Area’s Affiliate Merchant Roundtable, an exchange forum to share information on Affiliate Marketing, which grew to attract over 100 attendees and panel speakers from across the U.S.

(1998-1999) DRAKE BEAM MORIN [ NETSCAPE ], Mountain View, CA

[Technology / Global Staffing Org] Developed, organized and managed job development efforts for outplacement project of 500+ Internet professionals due to the AOL/Netscape merger.  

Market Development & Events Manager / Contract Employee (6/98 - 8/99)

  • Within 7 weeks, increased Netscape Career Center traffic and usage by 65% thru successfully marketing to 600+ hiring companies and cultivating 2500+ external job leads.

  • Per event, attracted 100+ attendees and up to 50 hiring companies (i.e. Adobe, Apple, Cisco, CNET, Hewlett Packard, Sun Mirco, etc…) by successfully promoting and directing multiple NETSCAPE / DBM Job Fairs.

  • Per event, attracted 40+ participants and numerous “hot” Internet start-ups / venture capitalists (i.e. ebay, CNET, E*Trade, Kliener Perkins, etc…) by developing an employer forum series and facilitating dialog between candidates and employers.

  • Ensured success of Sun Microsystems alliance by maintaining strong partner relations.

(1997-1998) AQUENT, Dallas, TX

[Int'l Staffing & Training Org] Directed new business development initiatives for Dallas branch for placement of creative, web and technical talent. (1998 moved to California)

Market Development Manager, 5/97 - 5/98

  • Increased revenue by 40% thru the attainment and development of key target accounts (i.e. Lockheed, CompUSA, GTE, Uniden, Sabre Group, Radio Shack, American Heart Association and more).

  • Exceeded management expectations by increasing Dallas market revenues to $1.4M ('97) by implementing direct marketing and sales strategies.

  • Within 7 months, promoted AQUENT’s new division -WebStaff- in Dallas market from initial start-up to company’s revenue leader.

(1994-1997) DIGITAL SIGHT & SOUND, Dallas, TX

[Leading U.S. Reseller of SGI Computers/Software] Developed and managed marketing programs.

Marketing Manager, 5/94 - 5/97

  • Increased company sales by 35% to $2.5M by developing and implementing ongoing marketing initiatives including; direct mail, mass-fax, telemarketing, seminars, training workshops and more.

  • Created and maintained customer database for basis of ongoing targeted direct marketing efforts.

  • Served as liaison to installed client-base for repeat business initiatives as well as new business development through targeted marketing and sales techniques.

  • Bolstered business plan by creating well-received collaterals.

  • Coordinated web page development, which became an effective client communication tool.

COMPUTER SKILLS: MICROSOFT (Front Page, Powerpoint, Word, Excel, Outlook, SharePoint, Visio, Publisher); ADOBE (PhotoShop, Acrobat); QuarkXpress, ACT!, FilemakerPro, Salesforce, ELOQUA (Marketing Automation Tool), GOOGLE (Analytics, Business Tools & Ad Tools), Snag-It, HTML, Blogging / Forums, WIKI, youtube.com, and more.

EDUCATION: Bachelors Degree | ADV, Stephen F. Austin State University
 
ASSOCIATIONS: DFW-Interactive Marketing Assoc., Direct Marketing Assoc., American Marketing Assoc., eWomennetwork, Linked-In; Eloqua Users Group; ongoing training and development.

 

  

    
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