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Click here or scroll down to respond to this candidateDAVID POULOS, VICE PRESIDENT OF MARKETINGGlencoe, MD PHONE NUMBER AVAILABLE EMAIL AVAILABLE LinkedIn Profile AWARD-WINNING MARKETING THOUGHT LEADERDriving Brand Awareness, Demand Generation, Customer Engagement, and Customer Retention Marketing executive with 20+ years of success in transforming market performance for global and national corporate and non-profit enterprises. Track record of powering double and triple-digit gains in key metrics, such as revenue, market share, customer acquisition, engagement, and retention while optimizing marketing organization effectiveness. Steered teams of up to 50 members and marketing spends of up to $6M. Industries of Influence: Consulting, Healthcare, Telecommunications, Fast- Moving Consumer Goods (FMCG), Airlines, E-Commerce, Trade Associations, Financial Services, and moreConsulting client roster: Coca-Cola, MasterCard, American Airlines, ARBROS Networks, Cable & Wireless, Freedom Telecom Services, Freedom Power Services, Institute of Internal Auditors, MCI Worldcom, National Geographic Society, Quantas Air, TALK.com, Winstar Communications Marketing Strategy Marketing Leadership Strategic Planning Branding Strategy Market Research Brand-Building Digital Marketing Storytelling Positioning Marketing Campaigns Advertising Public Relations Consulting Project Management Product Marketing Brand Management Marketing Communications Coaching and Mentoring CAREER HIGHLIGHTSVice President Marketing Strategist Granite Partners Sparks, MD Oct 2021 Present Marketing consulting firm, serving small- to mid-sized commercial and not-for-profit trade associations and membership organizations. Drive firms marketing and end-to-end customized client marketing solutions, directing the creation and implementation of large-scale, data-driven corporate marketing programs across traditional and digital channels. Consult with C-suite client stakeholders to understand needs. Apply firms unique, proprietary consulting approach to drive brand awareness, consumer demand, customer acquisition, and market share growth and provide intelligence on markets and consumer needs, preferences, and behaviors. Leverage research data to shape go-to-market strategies and execution plans.Transformed a newly-launched broadband internet service provider from local to national reach. Catapulted revenue 400% YoY, expanded footprint to 6 adjacent states, and propelled close rate from 5% to 60%+ and appointment rate from 12% to 76%. Paved the way to triple annual recurring revenue (ARR) in 4 years.- Conducted primary customer research. Defined target audience, value proposition, and slogan for re-brand.- Powered 34% greater marketing efficiency. Created first comprehensive data-driven outreach marketing plan.- Crafted multi-channel strategic marketing program of direct marketing, advertising, out-of-home (OOH), and e- mail, fueling subscriber activity, brand awareness, and differentiated value proposition to combat competition.Raised market share of multi-business buildings in 5 key cities by 26% for a national, $780M broadband communication network provider and increased customer acquisition 17% and revenue by $15M annually.- Designed targeted sales plan, dimensional mail highlighting value of speed, a live event (sales), and sales collateral.- Assessed penetration and brand position. Led development of customer insights through a 5-city research program.- Multiplied sign-up rate 23%. Applied analytical insights to pivot message and collateral to focus on service speed.- Forged a large-scale marketing plan, including media plan for advertising, direct mail, outdoor advertising, sales collateral, and dimensional mail program that yielded 30% rise in appointments booked. Director of Marketing Pinnacle Advisory Group Columbia, MD Jan 2018 Oct 2021$2B private wealth management firm ranked on the CNBC Financial Advisor 100 list. Spearheaded the innovation, development, and delivery of an overarching digital strategy and turn-key integrated digital marketing solutions powered by market and customer insights.Generated $600K in annual revenue over and above expenses, producing $20M in lifetime revenue, gained 63 new clients, and doubled web traffic. Established a multi-channel digital marketing infrastructure and content strategy with editorial and SEO calendar. Forged a new digital strategy, revamped website, and aligned marketing and sales goals.Drove awareness among 5 target audiences; secured 34% of new client assets. Deployed a data-driven marketing program. Granite Partners wasnamed one of SmartCEOMagazines Top 100 BestRun CompaniesRecognized Marketing Thought LeadershipQuoted as an expert in Fox News Small Businessarticles and MSN Main Street Business websitesFormer President and Board Member ofBaltimore Sales & Marketing ExecutivesInternationalFeatured 5 times in global/national editions ofWhos Who of Marketing ExecutivesAuthored award-winning book, The MarketingDoctor's Survival Notes, 20+ articles innationally-published magazines and website,and 5+ years worth of weekly blog articlesDAVID POULOS PHONE NUMBER AVAILABLE EMAIL AVAILABLEGenerated 2K+ downloads and raised engagement. Produced podcasts and video content; launched and marketed 6 digital webinar events during the pandemic, fueling 188 leads, 40 sales opportunities, and 25% higher web traffic.Gained 42% of new clients, 41% of new assets, and over $20M in first-year revenue through an event marketing program.Multiplied business with partners and advisors by founding a new Marketing Center on a client-facing website to offer marketing consultancy and expertise.Senior Director of Marketing Granite Partners Sparks, MD Aug 2006 Jan 2018 Led comprehensive client marketing, building and executing data-driven, multi-channel corporate and non-profit marketing programs in partnership with client executives. Leveraged intelligence on markets and consumer needs, preferences, and behaviors.Increased revenue by $12M YoY for a business internet service provider and spiked market share 26% and customer acquisition 17%; reduced churn 72% and skyrocketed service delivery efficiency 600%. Repositioned brand and built direct outreach strategy and sales collateral to align sales and marketing with fulfillment. Designed strategy to strengthen customer satisfaction and retention and implemented customer referral program.Added $1.8M in revenue and elevated engagement 43% for a global non-profit scientific/educational organizations publication led by its newly launched division for children. Shaped a multi-channel direct marketing strategy leveraging gaming theory, improved positioning, and dual audience approach targeting children and their parents. Released multiple mass mailings to optimize subscription responses.Lifted sales of single-store fountain beverages 23% in a single quarter for a Fortune 100 global beverage company and grew sales 30% for the year for impacted alternate sub-brands. Orchestrated primary and secondary research and customer insights analysis to identify perception issues. Partnered with national operations distributor to decentralize promotional distribution, changed the purchase paradigm for retailers, and optimized promotional strategy. Director of Marketing Communications Graphic Arts Show Company Reston, VA Jul 2001 Aug 2006$30M industrial trade association representing the printing industry Reporting to VP, directed outreach marketing and public relations, steering a 5-member team and $1.4M P&L. Guided team in envisioning new strategic direction for annual tradeshow, conducting market research and focus groups, and driving brand- building and brand awareness. Led composure of new corporate mission and strategy statements. Oversaw marketing through print, direct mail, radio, video, Internet, and email channels. Analyzed competitor positioning and identified new markets.Facilitated gain of top-ten ranking by Tradeshow Magazine and Gold Ink industry award for marketing materials. Heightened brand awareness and visibility beyond industry insiders; revitalized sales and tradeshow event attendance.Surged overall sales up 30%, generating $8M+ in revenue for the international exhibitor sector by engineering a lead generation campaign that penetrated the new market and sold out nearly 1M square feet of exhibit space.Delivered 40% conversion rate and 30x ROI, breaking records for floor sales by pioneering a dimensional mailing program to sell tradeshow space to manufacturing executives. 23% response rate; 40% close rate. Toppings on box exterior showcased benefits of event exhibition; included digitally-created event floor plan and personalized letters/sales collateral; printed boxes with "scratch-and-sniff" ink, which released aroma of fresh pizza.Increased floor sales by $850K. Applied market research to intensify sales and direct marketing outreach and expand specialty exhibit areas 400% in 3 years, extending the brand. Launched sponsorship opportunities for 30+ manufacturers.Achieved 22% higher attendance than any prior event at 6% lower cost; grew attendance to 63K+. Headed strategic marketing and PR campaigns with public non-industry media to strengthen event relevance, build credibility among target audiences, and leverage untapped value to attract broader attendee base. EARLY CAREER: Director of Membership Marketing, National Grain and Feed Assoc. Marketing Manager, National Information Corp. EDUCATIONGraduate Courses: Electronic Data Interchange in Global Business, Finance & Economic Market Theory St. Josephs University Bachelor of Science, Marketing Communications Northeastern University Boston, MA PROFESSIONAL AFFILIATIONS AND NON-PROFIT BOARDSAmerican Marketing Assoc., Baltimore Chapter; Direct Marketing Assoc. of Washington; American Society of Associate of Executives Advisory Boards: Parentfile; QualityMD; Diana Khan Real Estate Services Boards of Directors: Virginians of Maryland PUBLICATIONSHow to Use the Scientific Method to Create a Profit-Driving Marketing Program Testing to Convert Leads into Sales Jul 2022 White Paper: Member Engagement: The Science of Getting from "I See It" to "I Want It" Granite Partners Sep 2013 The Marketing Doctor's Survival Notes (Awarded Medal for C-Suite Book Club) Granite Partners Jan 2013 |
