49 Kingspark Road
Little Rock, AR 72227
(501) 350-1172 swilso1@yahoo.com
MA – Marketing, Webster University
MA – Organizational Communications, University of Arkansas at Little Rock
BA – Theatre, University of Arkansas at Little Rock
Experienced professional with impressive background in a variety of marketing technologies.
Additional skills include creative development, variable data printing, agency management, product packaging, media relations, trade shows, broadcast television, Web marketing and program management.
PROFESSIONAL EXPERIENCE
Arkansas Blue Cross Blue Shield
Marketing Technology Coordinator
2006 to Present
Arkansas Blue Cross and Blue Shield is the market-leading health insurance company in Arkansas.
§ Project management of variable data communication projects. Led team that selected variable data software for organization. Concept, write and manage development of variable data communications materials such as group benefit summaries and small group annual enrollment kit.
§ Developed company’s Master Print Inventory database to track published and POD content.
§ Member of joint Xerox / ABCBS team that monitors company print performance and budget.
§ Developed “Emerging Issues” database to capture and monitor customer concerns via an online database.
§ Lead the Marketing Advisory Committee, a team that includes members of group marketing, who advise in the development of marketing communication programs.
Leisure Arts
Sr. Director Retail Marketing
2002 to 2006
Leisure Arts is a $100 million Time Warner subsidiary publishing and distributing craft and home project books, as well as scrapbooking product to retailers nationwide. My management role included:
Retail Marketing: Responsible for sales material, catalogs, packaging, trade shows, in-store signage and print advertising.
Public Relations: New product introduction, product placement, press releases and building relationships with editors of targeted publications.
Photography: Photography department supports two catalogs and numerous publications. Freelancers and staff produced over 2,000 unique photos each year.
1999 to 2002
My company created a franchise direct marketing program for municipal electric companies and small electric cooperatives.
Developed package that provided energy efficiency tips to consumers that could be branded according to the needs of the client utility.
§ As a consultant, developed content of brand initiative for City Utilities of Springfield, MO. According to City Utility measures, the company experienced a 10% participation rate for this DM campaign. The campaign focused on energy efficiency and billing solutions for utility customers.
Entergy, Corporate Communications
Sr. Marketing Specialist
1981 to 1999
Entergy is a major electric utility providing service to a four state area.
§ Responsible for day to day management of marketing advertising agency.
§ Managed company bill insert program, message development and segmentation.
§ Developed direct marketing campaigns that included broadcast television, radio, print, and bill inserts.
§ Produced broadcast television including commercials and a half-hour, 26 week television series.
§ Produced and managed corporate events with up to 2,500 attendees.
