Resume
Phone: 512-923-5551
sam@samromero.com
SENIOR MARKETING EXECUTIVE
MESSAGING & POSITIONING - LEAD GENERATION - ONLINE & SOCIAL MEDIA
Strategy-driven enterprise software marketing executive. Proven ability to develop brands, positions, messages, and campaigns. Expert at lead generation for business and consumer markets. Experienced in context-appropriate social media marketing as well as SEO and SEM techniques and technologies. Deep understanding of high tech with strong product direction experience. Able to establish credibility with industry analysts. Adept at recruiting, managing and developing talented teams.
PROFESSIONAL EXPERIENCE
JonnyCo, AUSTIN, TX, JAN 2007-Present
Principal
Provide strategic and tactical marketing consulting, including creation of marketing plans, schedules, and associated budget requirements. Provide creative services, copywriting, and social media strategies and tactics. Markets served include energy, software, social media technologies, and higher education.
WINTERNALS SOFTWARE, a Microsoft Company, AUSTIN, TX, DEC 2001-DEC 2006
VP, Marketing
Led marketing component through acquisition process and served as member of executive transition team post-acquisition. Led company through self-funded (no outside investments) continuously profitable growth, moving from a sales run rate of ~$6 million to ~$18 million at acquisition. Responsible for $2.1M marketing budget. Developed product positioning and messaging for four product lines; one utility software suite and three enterprise solution suites. Headed marketing division with three teams totaling 13 members.
- Served as Corporate Creative Director and Chief Copywriter.
- Maintained target rate of 1,000 qualified sales leads per month via online marketing.
- Recruited and staffed channel marketing team focused on international channel partners.
- Developed integrated online/print direct marketing campaigns with response rates up to 96%.
- Developed campaign to meet EOY/EOQ target sales of 6x normal monthly rate in 12/05.
- Created and executed online marketing programs including email marketing, newsletter sponsorships, e-book development, and strategic marketing blog communications.
- Established search engine optimization and search engine marketing metrics and set and met associated targets.
ENRON ENERGY SERVICES, HOUSTON, TX, JULY, 2001-DEC, 2001
Creative Strategist
Developed creative messaging and communications for seven product lines across five concurrent state-by-state programs.
- Established go-to-market messaging and positioning of various energy and financial products and services.
- Developed core methodologies for implementing market segmentation across key verticals.
- Directed internal creative team in development of direct marketing and advertising materials and sales collateral.
M2K ADVERTISING, AUSTIN, TX, 2000-APRIL, 2001
Creative Director, Interactive Director
Responsible for one billion trackable impressions (banners, interstitials, inline text, etc.) to consumer market in a single quarter as part of American Airlines/AOL Advantage joint go-to-market strategy. Pitched and won business totaling $6m. Directly supervised creative/interactive team of 14 art directors, designers, copywriters, and web programmers.
- Developed concepts and wrote copy for high-profile print and online ad campaigns, direct marketing campaigns, marketing collateral, sales support materials, corporate identity materials, web sites and multimedia CD-ROM projects.
- Advertising (print ads, outdoor, Web banner ads) clients included America Online/American Airlines, Dell Computer Corporation, Hoover’s Online, and ObjectSpace.
- Direct marketing (direct mail, dimensional mailers, email and e-zine) clients included i2 and TradeMatrix.
- Interactive media (Web sites, CDs, Flash) copywriting clients included Sabre, Johnson Controls, Primary Knowledge, and PointServe.
- Identity and collateral (taglines, positioning statements, corporate brochures, sales collateral) clients included NewsStand and WindWire.
OAK SANDERSON, AUSTIN, TX, 1999-2000
Director, Creative Services
Co-wrote business plan, set short- and long-term company goals, and developed strategies to achieve them. Worked with agency principal to acquire and grow new business. Supervised team of 5 full-time and freelance designers and programmers.
- Developed concepts and wrote copy for direct marketing campaigns, sales incentive promotions, and web sites.
- Direct marketing and collateral clients included Q UP systems and Dell.
- Interactive media copywriting clients included ArtCarved and Barnes & Noble.
BAZZIRK, AUSTIN, TX, 1995-1999
Interactive Creative Director
Established and developed interactive marketing group. Held primary responsibility for pitching and winning new Interactive accounts totaling in excess of $4M. Recruited and directly supervised a team of six designers and interactive programmers.
- Developed concepts and wrote copy for direct marketing campaigns, print and online ad campaigns, marketing collateral, sales support materials, web sites and multimedia projects.
- Advertising and direct marketing clients included Dell Computer Corporation, Sun Microsystems, NEC, Stream International, CIDCO, Fujitsu, and Motorola.
- Interactive media clients included TransUnion Corporation, Emerson/Fisher-Rosemount, Advanced Micro Devices, and Motorola.
DELL COMPUTER CORPORATION, AUSTIN, TX, 1990-1995
Marketing Copywriter
- Developed concepts and wrote copy for direct marketing campaigns, print advertising campaigns, marketing collateral, corporate identity materials, and sales support materials.
- Established and maintained corporate communications style guide.
Education
1990 University of Texas Austin, TX
BA in French Language.