Djohara VandeCasteele: Strategic Marketing Manager in Cardiff By The Sea, CA

- Created customer migration strategies to guide leadership decisions following two acquisitions valued at $3.4 billion. Supported vital and aggressive goals: customer satisfaction, retention, upsell, and cross-sell. Analyzed complex data to stratify customer base. Designed scoring systems to prioritize customer targets. Delivered comparative product analysis, upgrade recommendations, differentiators, key messaging, and communication plans as automated, triggered campaign flows. - Strategized and created a fully automated and dual-sided Referral Rewards Program with a projected revenue lift of 270% after one year. Scoped IT customization options and selected an automation partner. Strategized customer adoption campaigns. - Strategized and implemented an unprecedented remarketing campaign targeting leads with lost opportunities. - Interviewed, selected, and mentored new hire. - Led cross-functional meetings and delivered IT requirements to implement new marketing capabilities.

- Received Verizon Employee Award for designing add-on campaigns that generated $280,000 in customer lifetime value. - Optimized customer communications, which increased email open and click rates with over 200%. - Swiftly operationalized a gift card promotion, adopted as a best practice across Verizon. - Pushed Sales to evolve from merely reactive to proactive sales tactics. - Delivered a first-of-its-kind control group analysis, which proved a statistically significant sales boost in targeted SMB customer populations. - Built customer touch point map to critically evaluate and maximize relevance and effectiveness of each tactic.

Created a comprehensive marketing plan to launch psychosocial care for patients with chronic inflammatory diseases: - Identified marketing goals, beachhead markets, competitors, and key opinion leaders. - Created SWOT-analysis, prospect personas, marketing strategy, key metrics, projected ROI, and budget plan.

- Developed a new email communication strategy through a customer-centric approach. - Wrote, designed, and launched email campaigns by coordinating elements from multiple business units. - Forecasted results and advised on best practices for automation, effective communication, and elevated experience. - Aligned company and campaign objectives with thorough planning and execution, while targeting all lifecycle stages.

- Developed a retrospective marketing analysis to measure marketing and sales efficiency, specifically leads and sales by media tactic, cost per lead and per sale, and sales conversion. - Increased incoming leads by 200%, generating over 4,000 new leads. Lowered cost per lead and cost per sale by redefining a healthier marketing mix, comprised of digital, print, out of home, and events. - Created strategic marketing plans, determined marketing mix, and managed all communications and branding. - Drove PR and content marketing as single point of contact for the press. - Negotiated aggressive deals with media, agencies, and suppliers. - Organized high end events for investors.

- Organized unprecedented event for private banking top clients and prospects, since adopted into annual plan. - Created prospect folder that consolidates the private bank’s value. - Managed $1 million marketing budget.

- Launched and managed the social media plan and collaborated with DJs to boost awareness of HP Beats. - Created an integrated communication ecosystem which “pulled” over 30,000 new deals per year (“Touching Home Entertainment”). - Created B2C and B2B communications and sales enablement tools, organized partner events. - Trade marketing: measured and improved in-store execution, set up branded “store-in-stores”, managed and trained sales staff and merchandisers, managed POS materials. - Analyzed the ecommerce landscape, recommended partnerships, and spearheaded marketing for the first ecommerce partners (e.g. Coolblue). - Improved the retail sales environment by launching new projects to enhance its processes (e.g. “RDF Butler”), transparency (e.g. “Retail Bible”) and reach (e.g. ecommerce development).

- Managed all PC Monitors, PC Accessories and PC Services - both B2B and B2C - in the Belux area. - Advocated 14 owned product lines in communication materials and sales pitches. - Created holistic business plans, marketing and pricing strategy, promotions, and competitive analysis. - Forecasted sales and managed production and stock. Engineered and negotiated reseller deals. - Provided product training and developed new sales enablement tools such as “cheat sheets”.

- Led national online Cash Back campaign which boosted sales from an avg. of 700 to 3,374 laptops per month. - Managed the entire B2C budget. - Abilities: Coordinating B2C (towards retailers and consumers) marcom (online and offline, below and above the line) in co-working with ad agencies, product managers, sales and other companies (Microsoft, Intel, distributors).

- Received HP Employee Award for creating unique communication vehicle targeting SME: “HP Great4Small”. - Managed the entire B2B budget. - Abilities: Coordinate all B2B (towards resellers and end users) marcom (online and offline, below and above the line) in collaboration with ad agencies, product managers, other HP business groups and other companies (Microsoft, Intel, distributors).