Erin P Taylor Resume

46 Inverness Circle Little Rock, AR 72212

ERIN P. TAYLOR Email: [email protected]

Proven leader with outstanding brand and direct marketing expertise. Leverages critical, creative and innovative solutions to maximize results. Dynamic, focused and self-motivated professional with a record of success leading the development and implementation of key strategic business initiatives. Tenacious in exceeding company expectations by leveraging critical and creative thinking processes to drive sustained value. Business leader, recognized for integration strength and building strong, lasting relationships. Multimillion dollar budget management. Expertise in several industries including telecommunications, retail and banking. Innovative and resourceful. Mentor and inspirational team leader. PROFICIENCIES






Strategic Planning, Execution & Management Brand & Direct Marketing Expertise Creative Innovation & New Technology Development
Customer Experience Insight
Creative & Messaging Development








Cross-Functional Team Integration Agency/Client Relationship Cultivation & Management Staff Development, Leadership & Mentoring Process Development, Refinement & Efficiency Financial Acumen & Budget Management

PROFESSIONAL EXPERIENCE

VERIZON WIRELESS – Associate Director, Advertising, Little Rock, AR 2009-Present Alltel team strategic and creative lead. Managing the development and execution of communication strategies and direct marketing tactics for the successful transition of 10 million Alltel customers to Verizon Wireless. ∞ Three regional conversions with focus on strategic, timely communication and relevant touch strategies. ∞ Continue executing successful campaigns focused on revenue generation and churn reduction. ∞ Business critical gap communication strategy and execution. ∞ Key skills: integration, flexibility, problem-solving ALLTEL COMMUNICATIONS – Director, Direct Marketing, Little Rock, AR 2004-2009 Established Direct Marketing department in 2004. Led planning and creative development of Consumer and Business direct marketing. Focused on increasing subscriber growth, retaining current customers, and expanding relevant service portfolio. Emphasis on testing strategies. Successfully integrated multi-touch, low-cost strategies and channels. Integrated digital strategies with proven results. Focused on process and cost-saving initiatives. ∞ Managed and executed 300 Direct Marketing campaigns and 60 million customer touches annually ∞ Forecasted and managed budget of 15 – 20 million. ∞ Promoted and conducted continuous direct marketing testing to improve customer experience and bottom line ROI: targeting, offer, channel, creative and messaging. ∞ Integrated multi-touch strategies using low-cost EM and SMS channels, leading to strong increases in ROI. ∞ Developed and executed automated customer life-cycle strategies, supporting daily communication for Day 2 – Day 150 for postpaid, prepaid and business customers. ∞ Developed DM brand standards and asset management process. ∞ Managed agency relationship. Focused on talent retention, creative and messaging inspiration, timeliness and process improvement. Set and evaluated goals and conducted trending evaluations. Achieved 60% increase in versions and 93% increase in touch strategy complexity without an increase in retainer. ∞ Supported 5 business mergers and acquisitions with approx. 70 different communication pieces for each. ALLTEL COMMUNICATIONS – Staff Manager, Brand & Product Advertising, Little Rock, AR 2000-2004 Developed and executed brand marketing, positioning and messaging. Conducted strategic planning on key product marketing initiatives. Served as marketing lead on critical business and cross-functional initiatives. Launched youth brand. Lead brand agency of record search and developed brand positioning, launch strategy and creative execution. ∞ Managed Marketing Communications departmental budget of more than $200M. ∞ Brand launch, development, positioning and execution: o Faith Hill (2000 – 2003) o Youth Brand launch – Boomerang Wireless (May 2003). Integrated touch-point strategy: National TV, radio, OOH, DM, retail, viral. Brand portfolio included messaging, photo and style guide.

∞ Lead Alltel’s AOR (agency of record) search. Comprehensive 4 month process: corporate cultural fit, RFP, finalist selection, assignment development, agency visits, staffing guidelines and scope of work, finalist presentations, selection and contract negotiation. SME on brand development and launch. ∞ Merger and Acquisition marketing lead for two of Alltel’s largest: CenturyTel (wireless 700k customers) and Verizon Kentucky property (wireline 600k customers). Managed combined budget of $18M with $7M media buy. Supported 4 phases of transition: maintenance, teaser, name change and post launch. 1990 - 2000 TAYLOR MACK ADVERTISING –President/CEO, Fayetteville, AR Provided vision and leadership for dynamic, growing and award-winning, $2 million, 14-team member, advertising, marketing, and public relations firm. Focused on new business development and overall agency growth and business management, including corporate retainers, contracts and negotiations. Led agency brand positioning and community leadership. Agency strengths included brand development, position and messaging, media management, annual and strategic planning, creative development and execution for both online and off-line media and public relations. Managed human resources and implemented all benefits, including health, dental and 401k. ∞ Implemented two new divisions: Public Relations group and interactive technology. ∞ Developed successful and long-standing business relationships with Tyson Foods/Cobb-Vantress, WalMart and Sam’s Club, Cargil, U of A Poultry Center of Excellence and Arkansas Western Gas. ∞ Led account team for agency’s three major accounts, comprised approximately half of gross billings. ∞ Developed company leadership training and internship program. ∞ Recognized as top NWA agency for philanthropic work. UNIVERSITY OF ARKANSAS – Journalism Professor, Fayetteville, AR 1991-1994 Senior-level advertising instructor. Course focus on copywriting and layout design. Syllabus included conceptual thinking, consumer psychology, creative strategy development, print and broadcast advertising, promotion planning, campaign development and presentation skills. ∞ ∞ ∞

Introduced free association brainstorming and desktop publishing to curriculum. Coordinated student skill development through industry internships and public service work. Faculty Leader for U of A student team for American Advertising Federation’s National Student Competition.

Additional Professional Experience: Creative Director - Gurley Associates Advertising, Rogers, AR (1987 – 1990) Communications Manager - Washington Gas Light, Washington, D.C. (1985 – 1987)

ACADEMIC BACKGROUND BACHELOR OF ARTS, University of Arkansas, Fayetteville, AR ∞ Journalism, emphasis in Public Relations/Advertising ∞ Collegiate Cross Country and Track Scholarship HONORS/COMMUNITY

HONORS/AWARDS - AAAA Webinar Conference – Presenter - DM News – “Last Word” profile - Walton College of Business – Speaker/Panelist

- American Advertising Federation – ADDY Judge - ADDY Award – Recipient - All American, Cross Country

COMMUNITY SERVICE - March of Dimes, Arkansas – Board of Directors - Publicity and Communications Chair - LRFC (Futball Club), Manager U11 boys, classic soccer - Beaver Lake Literacy Council – board member and teacher - Downtown Rotary – NWA past member - Council on Aging – NWA past member

- NWA Advertising Federation – Past President - Big Brothers/Big Sisters – NWA Founding board - Jr. League – NWA past advisory board member - Frisco Festival – NWA past advisory board member

- References and portfolio available upon request -