As founder of Retail Consultants of Tampa Bay, I offer services specific to digital and social marketing, business and management consulting, and training program development and facilitation. Accepting new clients.
I measure success by through my client meeting their goals and objectives.
Founder | Consultant
at Retail Consultants of Tampa Bay
January 2012 - at Present
Founder and CEO of consulting business focused on marketing, sales, operations and training. Design of digital and social media marketing models that increased engagement and revenue. Evaluation of web properties for opportunities in Search Engine Optimization, Search Engine Marketing, and PPC Campaigns. Implemention of email and newsletter content marketing campaigns. Development of cross-promotion campaigns utilizing direct mail, digital, social, and database marketing channels. Customized training based on Sales, Operations, Recruiting & Staffing, Human Resources, Finance, Retail, Performance (Time) Management, Coaching, Leadership, Organizational and Change Management. Keynote Speaker and Seminar Presenter. Client base included SMB and large corporations, and C-level executives Numerous Executive Level (CXO, SVP, VP, Director) clients in job coaching area of practice.
Vice President of Digital Marketing
May 2015 - May 2016
Corporate Officer and Executive - leader of Web Development, Social Media Marketing, Web and Social Analytic Reporting, Digital Content, and New Digital Product Development teams for a non-profit industry leading book and magazine publisher. Budget preparation and management including responsibility for the entire digital marketing multi-million dollar budget. Identified and aligned “brand” strategy across online and offline businesses. Designed and launched new social media strategy across the marketing, foundation (fundraising), and ministries. Grew audience to 1.7M across social channels and improved average engagement by 50%. Automated web and social reporting which resulted in an annual savings of $120k. Initiated marketing programs that utilized cross promotion strategy for direct mail, newsletter, email, web, and social media. Implemented A/B and multivariate testing of digital campaigns Utilized marketing database assets across digital channels
Regional Manager Southeast
at Healthcare Uniform Company
May 2010 - November 2013
Leader of 24 retail stores operating under both the Life Uniform and Uniform City brands in the Southeastern U.S. Prior to reorganization, responsible for 32 stores and 200+ reports. Budget Preparation and management including full P&L responsibility of $40 million dollar region. 21% EBITDA growth in first year with accompanying 15% reduction in controllable expense. Cultured relationships with executive level management of hospitals and large facilities leading to increased sales to those organizations. Developed store and region level marketing plans supporting national efforts in this vertical. Improved customer satisfaction survey scores to company leading average. Facilitated associate and manager training. Oversight of recruiting and staffing in the region. Hiring manager for store and district levels. Developed successful remote sales operation (trucks) resulting in $500,000 in additional sales.
Director - Florida Division
at American Telecommuncations Inc
May 2009 - May 2010
Sole leadership of 4 new T-Mobile Limited branded and 7 existing Ameritel corporate owned retail stores win the Florida Division. Additional responsibility for increasing the wholesale dealer network. Created local marketing initiatives resulting in a 68% sales increase in the first 60 days. Acquired, managed, and trained owner and staff of 37 new dealer accounts. Established and managed market and store level budgets, leading to achievement of net profitability in 60 days following 7 months of net loss. Trained management staff on fiscal management procedures and interpreting financial reporting. Reduced employee churn by 70%. Initiated recruiting and staffing model for all company locations. Hiring manager.
Senior Development Trainer | Sr. Manager of Retail Training
at T-Mobile USA
May 2001 - January 2009
Primary leader for all training initiatives in two divisions of the retail channel (100+ stores) with a focus on driving the development of all levels of the organization, from front line sales to executive management. Market level training completion rates of 95%. Highest average trainer survey scores in company for six consecutive quarters. As interim Senior Manager of Retail Training, responsible for training delivery to 18,000 retail team members. Created and delivered, in partnership with Finance Department, financial training programs for retail managers (store, regional, and director) Evaluated proposed Learning Management Systems in selection process. Facilitated Priority Management Working Smart with Outlook nationwide with over 300 participants. DDI certified Master Trainer for Targeted Selection (Behavioral Interviewing).
at New England Institute at Mt Ida College
1972 - 1974 (2 years) Massachusetts
Business & Management Consulting
Understanding your business is more than reading a P&L! Geared towards retail and eCommerce, our services include:
Operational audits including administrative, inventory, human resources, technology
Financial evaluations (ROI, EBITDA)
Sales and Marketing audits
Supply Chain (inventory management)
Financial Management (budgets, P&L, cash flow)
Direct (offline) Marketing Services
Direct Mail Marketing
DMM requires a strong strategy to be successful. With the cost of production and mailing, direct mail is typically limited to large business.
What you need to know and have access to:
Customer database, including house mail lists
Coop mail lists (shared)
Accessibility to multivariate and A/B testing and skilled analytic services
Before you jump, learn if this is an effective marketing platform for your business
Mail is not enough in the current consumer and business environment. Utilizing digital marketing to support direct efforts typically results in higher conversion and revenue.
Training and Organizational Development
Services include third party training programs and customized programs. Programs can be adapted as needed to Instructor Led Training (ILT), Virtual Instructor Led Training (VILT), Web Based (and SCORM compliant).
Human Resources Training:
Performance Managementn, Appraisals and Corrective Action Plans
Cross-Functional Team Development
Selection and Hiring (behavioral interviewing)
Staffing and Payroll Models
Incentive and Bonus Compensation Plans
Policy & Procedure, including SOP and employee handbooks
New Hire Training
Finance ( Margin, Profit, EDITDA, Pricing Models, Purchasing)
Site Acquisition and Lease Negotiation
Key Performance Indicators Development
Sales and Marketing Training:
Sales Pipeline and Sales Cycles
Train the Trainer Programs:
Adult Learning Principles
Use of Virtual platforms (WebEx, Adobe, Go2Webinar)
Implementation of cascaded training models
LMS selection and administration
Digital (online) Marketing Services
Development of content strategies to maximize ROI across digital channels by:
Identifying the best content to feature on your website and in social channels;
Selection and hire of digital content editor staff (if necessary);
Use of various CMS platforms (WordPress, Drupal, others), and selection of measurement tools
Social Media Marketing:
Social Media Marketing including paid and organic advertising, engagement, and conversion. Strategies are specific to the channel(s) used and the automation tools in place or desired.
Identification of "best" channels for social advertising (Facebook, Twitter, Pinterest, Google+, Instagram, YouTube, others.
Web Based and Online Marketing:
Development of strategies using SEM, organic, display, retargeting, and other methods of using internal websites, external sites, and applications such as Google AdWords and AdSense, ad server technology, and others.
Determining proper options available (app vs. online).
Use of geo targeting to push relevant advertising to the mobile handset.
SMS (text messaging) strategies
Design and creation of email marketing strategies using targeted email, and eNewsletters and other subscription based models. Creation of email templates and use and integration with marketing automation tools.
Design of webinar content, use of various webinar platforms, identification of "primetime", and all aspects of collateral necessary to utilize this marketing platform
Knowledge and keywords
- human resources
- social networks and internet
- social media
- online marketing
- team leadership
- digital marketing
- content marketing
- sales and marketing
- organizational development
- a/b testing
- retail operations
- retail marketing
- software training
- train the trainer
- mobile payments
- display advertising
- social media engagement
- sales and marketing strategies
- strategic plans
- retail finance
- multivariate testing
- drupal commerce
- cross-functional teams
- direct mail marketing
- virtual training
- native advertising
- abase marketing
- non-profit leadership