Barbara Armour 1045 Copper Creek Dr. Canton, GA 30114 678-296-5622

MBA Graduate 2007 My Objective: I am seeking a mid-size to large Agency or Client Side Company in CPG, QSR, Internet, Telecom or Wireless industry with aggressive growth goals and a collaborative approach to marketing. Hiring Team Objective: Your team requires an integrated advertising/marketing pro to grow the brand, gain revenues/billings and expand market share every day with proven people management skills and a can do attitude!

Disciplines • Internet Media +Web Site (Oversight on Micro-sites,

Landing Pages, Inbound Links, Directory Listings/Rankings, Site traffic, E-mail Campaigns, Online Stores, Banners, & SEO)

• Traditional Advertising Planning Campaign Planning for Radio + TV+ OOH + Print

• Post Buy Reporting for Traditional Media.

• Direct Mail for B2C –Targeting, List Pulls, Merge Purge/De-Dupe, Production, Response Rate by Segment and Trending, CPA Metrics

• Brand Building & Compliance (Messaging on Co-Op Efforts + Target Segments + Issuance of Creative Briefs)

• Turnkey Promotion Planning & Execution + Promotional Partner Management & Sourcing

• Ethnic + Young Adult + Sports Marketing • Event/Sponsorship Creation & Management

• Metrics Analysis (ROI, ARPU, Market Share, CPA, LTV. + Site Catalyst, CPC, CPM, CTR, Usability Metrics, Landing Page & Conversion Path Analysis)

• Product Life Cycle Management (Road Mapping, SWOT, Competitive Landscaping, Pricing, Inception to End of Life Planning, Portfolio Management)

• Channel Marketing B2B & B2C for Online, Big Box, Grocery, Mass Merch. , Call Centers.

• Product Training: Online Sales Teams, Call Centers and Retail personnel.

• Budget Management, Sales Forecasting, Business Cases, P&L Accountability

• Loyalty Programs (CRM) + Database Analysis (Tenure, Upsell Targets, Member Acquisition, Rewards+ Fulfillment)

• Marketing Research (Primary, Secondary, Segmentation- Qualitative + Quantitative)

• Cross Functional Team Management Expert • Client Management Expert • Internal Customer Management Expert

• 20+ years of timely analysis on consumer purchasing metrics by segmentation and channel that translate into actionable advertising and retailing programs.

• 20+ years of history in managing difficult products, channels and partners- turning challenges into

measurable, transactional successes!

• 15+ years experience working with retail channel development, product & category management and branding for CPG, ISP and Telecom.

• 15+ years of direct P&L responsibility for budgets= $2.3 Million per year to $42.8 Million per year. • 10+ years being a leader for up to 17 direct reports plus collaborating with cross departmental team

mates who enjoy being ahead of the competition!

Resume & Recommendations

http://www.linkedin.com/in/barbaraarmour

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Digital Core Competencies

SEO Skills • Pay-per-click campaign analysis & recommendations. • Development of search "keyword" phrases to put the product in front of online users. • Execute A/B split and multivariate testing of ad creative or copy. • Keyword optimization, using bid management software results (via Omniture) that tracks every discrete

component of Internet campaign for timely changes to online ad placement for maximum CTR and conversions.

Web Site Skills • Research and suggest improvements on usability on landing page and online store check out processes. • Creative development brand new web sites (from front door to checkout), online stores/cyber environment,

micro sites -external and internal plus usability studies. • Analyzing trade partner Digital media traffic and conversion funnel and assigning vale/metrics for efficient

media placements (banners and product rankings) and email efforts ( Web Site, Store Pages, Configuration Pages, Email database, Offers & Promotions pages).

• Capturing Segment data to understand age, incomes, ethnicity plus length of session. • Geosegmentation tracking to understand the geographic dynamics of Web audiences. Internet Advertising Skills • Research on target demo Internet consumption habits. • Prioritization of Internet media strategy, including search engine marketing vs. banner ads vs. social

networking sites. • Develop forecast metrics for CPM, CPC, CTR, or CPA models. • Can conduct or assist with the negotiation with online advertising vendors. • In-flight monitoring and recommendations for campaign optimization. • Consultation on landing page, leads forms, and prospect data collection. • Detailed post-buy follow up and recommendations –including post buy analysis of and integration with

traditional media mix. • Implementation of campaign on all appropriate networks, such as Google AdWords Yahoo, MSN, hundreds

of related search engines, top ISP providers (Comcast, Verizon, ATT, EarthLink, AOL) , social media sites (Facebook, MySpace, i-Village, Digg, Reddit, Propeller, Shout, Iambored, Mixx, Care2, etc), or online banner ad networks (Yahoo and MSN, etc.).

• Timely analysis of keyword, banner ad or creative performance metrics.