94 Mercer Avenue ( Hartsdale, NY 10530 ( 914-682-8341
1999 to present, I-Behavior Inc., White Plains, NY. President, Chief Executive Officer.
Newly formed company dedicated to serving the data and information services needs of
e-commerce marketers. Products include a co-operative database of opt-in on-line buyers,
supported by an integrated suite of services, including Marketing Database Consulting and
Management, Analytical Services and the I-Behavior Data Lab (a provider of strategic
consulting, behavioral research and product development).
1998 to 1999, Wunderman, Sadh & Associates, Rye, NY. Founding Partner. Consulting firm
specializing in information-based marketing services for both consumer and
business-to-business marketers in the financial services, high-tech, graphic arts,
non-profit, and Internet industries - with a particular focus on the needs of
1992 to 1998, Marketing Information Technologies, Rye, NY. President, Chief Operating
Officer. Company providing marketing database services for major Internet and Fortune 100
companies. Responsibilities included: general management of daily operations, establishing
and maintaining standards of excellence in client service, negotiating strategic
alliances, and business development. Managed staff of 35 professionals. Held bottom-line
responsibility for meeting growth and profitability projections. First five years of
operation achieved annual revenues of $10 million, with 10 to 20% growth and 20 to 35%
profit before taxes. Company was sold to Metromail (now a unit of Experian) in 1997.
1980 to 1992, Ogilvy & Mather Direct, New York, NY.
(1991-1992) S.V.P. Kraft General Foods U.S. Account Director. Lead new business team
resulting in Agency of Record assignment from KGF. Centrally managed all resources across
NY, Chicago and LA offices. Grew billings to over $1 million.
(1989-1992) S.V.P. Director of Strategic Planning and Information Management. Responsible
for the effective management of resources among subsidiary database facilities. Reoriented
O&M's approach to selling database services -- repositioning the function as
"information management" and initiating the Agency's focus towards branded,
proprietary turn-key products vs. project-based commodity processing.
(1988-1989), V.P. Account Director. Primary focus was business development: Identifying
database marketing opportunities, launching new products and services, and overseeing
start-up operations. Responsible for over $2 million in fee income. Managed staff of 11
account people. Lead new business efforts which resulted in the following new accounts:
Duracell, General Foods, Owens Corning and Paramount International Coin Corporation.
Accounts also included Lever Brothers, Quality Paperback Book Club and Time Life Books.
(1985-1988), V.P. Management Supervisor. Managed the following businesses:
- American Express Basic Card Acquisition, Grad Student and Service Establishment
Marketing -- Lead two exploratories resulting in two creative breakthroughs -- one was the
first winner in 10 years.
- IDS Financial Services -- Overhauled client's lead generation activities to increase
response over 150%. Expanded program offerings to take advantage of segmented
communications and leverage market conditions. Successfully helped client restructure
program pricing to gain more control of efforts from the field. Expanded Agency role into
Client Marketing, Business Financial Planning, Tax Preparation Services, and Employee
Financial Planning. Lead to billings increase from original budget of $80,000 to just
under $1 million.
- Lever Brothers -- Sold in first ever direct marketing activities for the company. Dove
Trial-Building Program more than doubled brand share over test period at virtually no
incremental cost over previous sampling efforts. Expanded small-scale, project-based role
with client into long-term retainer as Agency of Record for Personal Washing Division.
Additionally, lead successful new business win for HBO Video, and played central role
in Los Angeles office new business strategy and start-up of Carnation, Mattel and
Paramount Pictures accounts.
(1982-1985) Account Supervisor. Elected V.P. in 1984. Lead new business teams and won
projects from Club Med, Commercial Credit, and Polaroid. Also managed American Express,
IDS Financial Services and Numinter.
(1980-1982) Account Executive. Wrote marketing plans and played active role in task force
that launched the American Express Service Corporation. Additional clients included:
American Express Corporate Card, Burpee Seed Co., Metropolitan Opera Guild, Numinter, and
The Shopping Channel. Researched and wrote recommendation to O&M Board of Directors on
direct marketing opportunities in Japan.
1977-1979, Pennsylvania Ballet, Philadelphia, PA. Director of Marketing. Held bottom line
responsibility for over $1 million in earned income. Broke all previous box office records
in single tickets sales (+150%), subscriptions (+70%), and renewals (+25%). Managed
advertising and promotional campaigns. Revolutionized direct mail approach and operations.
Provided decision-making input on repertoire, ticket pricing and discount policies.
Managed departmental staff including: Audience Development Coordinator, Public Relations
Coordinator, Marketing Assistant, Group Sales Manager, and Ticket Office Personnel.
1976-1977, National Liberty Marketing, Inc., Frazer, PA. Assistant Product Manager.
Responsible for daily management of direct response programs. Acted as liaison among
production suppliers, regulatory department, operations, outside creative resources, media
brokers, and computer service bureau. Held bottom line responsibility for major block of
business in New York. Supervised Marketing Assistant.
1975-1976, Mainstream Enterprises, Philadelphia, PA. Market Analyst. Developed marketing
plans, research studies, and advertising campaigns for clients of a small business
Spring 1975, National Endowment for the Arts, Washington, D.C. Fellowship with the
Federal Graphics Program.
Summer 1974, R.W. Hill Advertising, Richmond, VA. Marketing Internship.
1971, Pittsburgh Ballet Theatre, Pittsburgh, PA. Professional Dancer.
Virginia Commonwealth University, Richmond, VA. B.S. with a major in marketing, 1975.
Point Park College, Pittsburgh, PA. Theatre Arts major with a dance emphasis, 1971.
MEMBERSHIPS, PROFESSIONAL ASSOCIATIONS, HONORS, AND PUBLICATIONS
"A Mail Order Addict Looks at Today's Catalogs", Viewpoint, March/April 1987.
American Marketing Association, Philadelphia Chapter -- Treasurer 1978-80
"Analysis of Marketing Management Practices of Dance Companies", Journal of the
Academy of Marketing Science, Winter/Spring 1981.
Direct Marketing Association -- Operating Committee, Computer/Information Technology
Council 1990-92; Operating Committee, Marketing Council 1994 to present -- Newsletter
Editor and Vice-Chair; Internet Committee of the Board of Directors 1999 to present.
DMA Echo Awards - Gold: IDS Financial Services, 1986 and 1987, General Foods, 1988;
Bronze: Lever Brothers, 1988.
Ogilvy & Mather Andrew Kershaw Award: IDS Financial Services, 1986.
Raynaud's Association, Inc. -- Founder and Director of first self-help group in the U.S.
Aerobic workouts, biking, scouting for Colonial antiques, ballet and orchestra
concerts, cross-country and downhill skiing, and country music.