Marketing Manager

Tobi Ann Kulukjian, MBA

Los Angeles, ca *****

Cell: 415-***-**** ( ablpkq@r.postjobfree.com

MARKETING SPECIALIST: Director / Sr. Manager

Digital & Web Promotions ( Marketing Strategy ( Product Marketing ( Brand

Management

Customer Acquisitions ( Partner Management ( Direct Response ( eCommerce (

Analytics

CAREER SUMMARY

Results-focused marketing executive with 9 years experience creating and

executing strategic and tactical marketing initiatives across B2B & D2C

markets in the eCommerce, entertainment, consumer products, retail &

finance industries. Quantifiable results identifying and implementing 360-

degree marketing campaigns designed to increase customer transactions &

conversions. Proven success negotiating vertical marketing opportunities

across multi-channel platforms and cultivating strategic relationships with

fortune 500 business partners and cross-functional teams.

ACCOMPLISHMENTS

. Increased transacting customer accounts 90K ($200M in net receivables)

by optimizing marketing mix across multiple channels: Retail, web,

email, direct mail, events, print, on-air.

. Achieved 40% increase in online customer acquisitions and transactions

within 2-months by leading the strategy and execution of an online

instant-credit program.

. Increased partner revenue share +$1.5M by spearheading integration of

Visa's Loyalty Rewards digital platform into new product launch plans.

Freelance Marketing Consultant

Harold Lloyd Entertainment, Los Angeles, CA - Project Consultant, eCommerce

Gibraltar Associates LLC, Washington D.C. - Production Consultant, Video

Campaign Development

December 2008 - Present

Develop and execute marketing strategy and promotions to increase online

traffic and customer engagement including: Website optimization, online

advertising & media buys, viral video campaign development, SEO/SEM &

eCommerce.

NBC Universal - Consumer Products & Licensing - Los Angeles, CA

Director, Marketing / Consultant

August 2007 - October 2008

Responsible for the development/execution of B2B and consumer marketing

campaigns, increasing product sales 25% across retail, eCommerce &

international marketing platforms for NBC's TV franchise. Directed

marketing communications, cross-promotions and performance based web

marketing campaigns for NBC's online storefronts. Partnered with ad sales,

creative teams, production and licensees to design & test customized

marketing promotions leveraging NBC's broadcasting, international & digital

platforms. Primary "go-to" for all marketing initiatives including new

product launch strategies, collateral development, product performance and

campaign analytics. Developed pitch presentations & sell sheets for new

business opportunities. Created/managed annual spending plans and marketing

budget ($600K).

. Increased sales 20% by building new vertical marketing channels and

identifying cross-departmental opportunities to support

television/film-themed product sales.

. Spearheaded development and launch of 3 online storefronts. Sourced

digital content, created sweepstakes, promotions and CRM campaigns.

NBC Universal - Strategic Partnerships & Promotions Group - Los Angeles, CA

Director, Marketing - Customer Acquisitions & Partner Management

October 2006 - August 2007

Responsible for conceptualizing, planning and implementing 360 degree

integrated marketing strategies and campaigns throughout the entire

organization for NBC's co-brand credit card business. Directed overall

customer acquisition direct-response initiatives and product positioning

strategies. Managed key studio partnerships: JP Morgan Chase & MasterCard

($8M+ yearly revenue). Provided leadership and direction for team of 3

direct reports.

Continued, Director of Marketing (Page 2)

. Increased customer conversions 25% for the Battlestar Galactica co-

brand credit card portfolio by designing tailored DRTV, offline &

online advertising promotions across affiliate networks.

. Planned, tested and implemented customer activation incentives at NBC

Universal theme parks with marginal costs, triggering +60% YOY

increase in quality customer conversions.

. Tripled customer database marketing opportunities by negotiating

database fusion with 3 NBC divisions, triggering 75% increase in CRM

efforts.

JP Morgan Chase - Partnership Marketing Group (Formally WaMu) - San

Francisco, CA

Senior Manager, Customer Acquisitions & Partner Management

January 2005 - October 2006

Responsible for optimization and management of 9 co-brand credit card

partnerships & portfolios (+$500MM net receivables) each with differing

contractual requirements: eBay, PayPal, Democratic National Committee,

Human Rights Campaign, NASCAR, NBA, MLB, Second Amendment Foundation and

Mypoints.com (Group contribution +$1.5B in overall revenue). Launched and

implemented 3 new partnerships.

. Responsible for producing and executing 50M direct mail and email

solicitation pieces annually including: Customer prospecting, split

cell collateral testing, pricing/APR testing, account forecasting and

weekly/monthly campaign reporting.

. Increased customer account base from 42K open accounts ($81.5M net

receivables) to 135K open accounts ($283M net receivables) by

expanding customer acquisition strategy across 6 channels.

HSBC - Partnership Marketing Group - Salinas, CA

Assistant Marketing Manager, Retail Communications & Partner Management

July 2001 - December 2004

Accountable for executing and managing large scale direct mail and consumer

retail marketing campaigns for 3 co-brand credit card partnerships: Best

Buy, CompUSA and Guitar Center. Increased new accounts 110K by developing &

extending promotional offers to highest transacting and revenue-driving

customer segments. Developed yearly partner focused marketing calendars

across 3 platforms, generating $10M/year in incremental revenue. Managed 8

contract employees.

. Hand selected to direct national retail audit of point-of-sale credit

card solicitation process. Implemented systemic corrective actions,

tailored reporting programs and developed employee-training manual,

triggering 90% accuracy across 435 retail locations.

. Increased intake of retail credit card applications 30K/per month

($14M net revenue/year) by redesigning customer-marketing materials

and designing new point of sale solicitation process.

ADDITIONAL EXPERIENCE

Accenture, El Segundo, CA - Global Project Lead, 1998 - 2001

Bank of America, Los Angeles, CA - Account Representative, 1995 - 1998

MARKETING CHANNEL EXPERTISE

SEO/SEM Direct Response

Online Media Buys Display Advertising

Direct Mail Social Media & Viral Campaigns

Email Campaigns Partner & Affiliate Marketing

CRM Sponsorship & Promotions Events

EDUCATION

MBA, University of Phoenix Graduate School of Business, Los Angeles, CA

1998 - 2000

BA, Loyola Marymount University School of Business, Los Angeles, CA 1995 -

1997

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