DEIDRE HUDSON

INTEGRATED MARKETING * LEAD GENERATION * SEGMENTATION ANALYSIS
Multi-channel marketing professional with a complementary blend of analytic and
creative capabilities. Brings 10+ years of cross-functional marketing experience.

Demonstrated success in fully managing all aspects from analysis and strategy
development to implementation and execution. 

CAREER HISTORY & PERFORMANCE
ALLMENUS, New York, NY, 2011 to PRESENT
Privately held online food ordering service operating in major markets
nationwide. 
RESTAURANT MARKETING MANAGER
Develop and execute B2B marketing and communications strategy to create loyalty
and add-value for existing restaurant partners 

Own B2B marketing and communications strategy 
* Drive development of comprehensive marketing strategy to increase customer
retention, create brand awareness and generate sales leads.
* Analyze all existing customer touchpoints; create trigger-based communications
strategy; optimize on-boarding process and lifecycle activity.
* Create affiliations, identify areas for co-sponsorships with trade
associations, food bloggers, suppliers etc.
* 
Analyze customer, marketing, website and competitive data to glean insights,
understand target market and drive marketing strategy
* Utilize Google analytics to understand site usage and SEM performance.
* Analyze purchase data to identify trends and measure impact of marketing
campaigns; monitor conversion rates; provide feedback and updates to restaurants
on marketing and sales activity.
* Market-level competitive analysis; understand value proposition and
positioning strategies.
* Identify effective promotional campaigns; produce case studies to promote best
practices. 
* Forecast coupon redemptions and track against monthly budget.

Strengthen cross-functional relationships between Sales and Marketing to support
Sales objectives and achieve quarterly KPIs
* Create and maintain full suite of sales collateral to communicate unique value
proposition

RCN, New York, NY, 2006   “ 2010
Privately held Telecommunications Company serving the residential and B2B market
in northeast U.S.

MARKETING MANAGER, BUSINESS SERVICES 2007 to 2010
Developed and executed promotional marketing strategy to support the B2B brand
launch of regional telecom service provider

Created and executed lead generation, referral, upsell and retention marketing
strategies
* Planned, tracked and managed all marketing campaigns; integrated direct mail,
email, PR, events, tradeshows, print, outdoor and online marketing.
* Owned value proposition positioning and messaging for all campaign and
collateral creation.
* Drove SEM management including keyword, ad copy and bid positioning testing;
analyzed site traffic by keyword; adjusted spend levels to optimize performance;
reduced costs by 30%.
* Monitored and tracked all campaigns, measuring click-through, response, lead
and conversion rates and ROI.
* Managed creative agency and over 30 vendor relationships; developed
relationships with local business groups for partnership opportunities.
* Managed $1.2 million budget; managed Marketing Coordinator
* Grew customer base by 20%

Analyzed all lead generation direct mail and online campaigns; optimized
campaign performance
* Led direct marketing strategy development, brand and value proposition
positioning and creative execution.
* Developed A/B testing for offer, creative, messaging, format, frequency and
tactical integration.
* Introduced integration of digital tactics into traditional direct mail
including email, online marketing and purls.
* Analyzed webtrends and site traffic; modified online campaigns to optimize
performance.
* Increased response rates by 50%.

B2B customer and competitive analysis; turned data into actionable information
* Integrated quantitative and qualitative data for customer segmentation
analysis, brand positioning, offer strategy and lead generation, retention and
reactivation campaign targeting.
* Spearheaded process for systematically collecting, analyzing and distributing
competitive information.

Collaborated with Sales, Customer Support and Product groups to deliver the best
customer experience and fulfill brand promise.

MARKETING MANAGER, 2006 to 2007
Integrated execution of B2C direct marketing strategy across 5 independent
geographic markets.

Optimized planning and execution of direct mail customer acquisition and upsell
campaigns
* Led creative development process to create alignment among markets and ensure
brand conformity.
* Consolidated resources to reduce costs and improve efficiency.

Created and implemented new customer segmentation strategy 
* Analyzed customer behavior with demographic overlays to glean insights and
understand B2C market
* Revamped blanket approach to acquisition efforts; implemented targeted
segmentation and sales channel strategy

CT CORPORATION, New York, NY, 1999   “ 2006
Division of Wolters Kluwer, a multinational information services company,
providing corporate governance, registered agent and compliance services to
companies nationwide.

MARKETING INFORMATION MANAGER
Data mine multiple data silos including 1 million record sales order database
for marketing intelligence to support company objectives .

Provided customer and product data and analysis to support new product launches,
maintain Executive-level Key Performance Indicators (KPI) metrics and define
customer segmentation and targeting 
* Performed customer segmentation analysis; analyzed customer data for purchase
behavior and lifecycle trends.
* Supp0rted go-to market, customer acquisition and retention strategy
development.
* Optimized messaging and contact strategy; identified target market segments
for product offering.
* Provided targeting and response analysis for pilot direct marketing program;
generated $81K in revenue 
* Tracked performance against KPIs
* Partnered with Sales to optimize territory and channel management; conceived
ROI model to accurately measure customer value and retention costs

Combined business insight with strong understanding of database management to
create unique liaison role operating between MarComm, Product Management, Sales,
Market Research and IT communities
* Improved internal communication between IT and Business groups; increased
responsiveness of IT to the needs of the business community; improved
productivity and strengthened working relationships.

Business lead for internal business intelligence product launches providing
deeper insight into customer purchase behavior 
* Managed launch of web-based querying and reporting tool; streamlined sales TBR
process
* Provided business insight for development of marketing campaign management
tool and customized Salesforce.com release.

TOYS R US, Paramus, NJ 1998   “ 1999
Leading global toy and juvenile products retailer operating over 200 stores in
33 countries.
DATABASE MARKETING ANALYST
B2C customer data and analysis to acquire and retain customers for the   ˜R Us
brand portfolio.

Customer segmentation analysis across demographic, geographic and purchase
behavior 
* Identified key customer segments; analyzed lifetime value; recommended loyalty
program initiatives.

Provided marketing campaign analysis; made recommendations for targeting and
offer 
* Designed test matrices for direct mail campaigns; identified cross-sell and
upsell- opportunities. 
* Tracked and analyze key metrics; identified trends and purchase patterns.

Supported new store planning through geographic and demographic trend analysis

EARLIER CAREER- ANTI-DEFAMATION LEAGUE   “ MARKETING COORDINATOR

EDUCATION
MASTER OF BUSINESS ADMINISTRATION (MBA) INTERNATIONAL BUSINESS (IN PROGRESS)
Hofstra University, Hempstead, NY

BACHELOR OF BUSINESS ADMINISTRATION (BBA) MARKETING/CONSUMER BEHAVIOR
CUNY Baruch College, New York, NY