United States Postal Service - Direct Marketing & Sales Support 2000-2002
- Successes included developing first ever large-scale, pan United States Postal Service (USPS) small business direct marketing program (over 100M responses and a 3% response rate); Parcel Select (multiple waves, 12% response rate, 10 to 1 ROI); International (multiple waves, 5% response rate, 5 to 1 ROI); Priority Mail (multiple waves, 4% response rate; 4 to 1 ROI).
United States Postal Service - Lead Strategic, Creative & Production 1999-2000
- Developed integrated plans across the full spectrum of USPS business units including core products, expedited & package services, new products, electronic initiatives and corporate.
- Led the creation and execution of the highly effective “Fly Like an Eagle” integrated campaign which was tested to be 50% more effective than norm and extended across all customer and internal touch points.
United States Postal Service - Expedited & Package Services 1996-1998
- Led the “What’s Your Priority?” integrated marketing campaign that resulted in $1.2 Billion in incremental sales and 270MM in incremental pieces during the three years the campaign ran; doubled advertising awareness for the brand, significantly increased both brand and corporate measures across key attributes, generated direct marketing response rates as high as 27% and galvanized the USPS rank & file with a “can compete” attitude.