DARINA PINAIRE

H: (609) 434-1642

Ewing, NJ 08638 DPinaire29@gmail.com

C: (609) 273-9313

Marketing Professional with extensive experience in increasing market share and revenue through innovative strategies. Excellent strategic and communication skills, providing highly effective marketing plans, e-campaigns, ad copy, and all types of collateral. Industry experience in payment processing, healthcare IT, financial services/publishing, technology and prestige consumer goods. Proven ability to lead creative teams to achieve measurable results through innovative solutions. PROFESSIONAL EXPERIENCE HEARTLAND PAYMENT SYSTEMS, Princeton, NJ

Sr. Marketing Strategist

2012-2013

Responsible for the planning, development and implementation of marketing plans, tactics and programs to support the goals of lead generation, as well as retention and growth of relationships with existing customers, to increase market share and grow margin. Analyzed and reported on ROI for specific campaigns. Created marketing programs encompassing multiple channels and communications venues. Developed go-to-market product marketing plans and carried through on tactical implementation. Developed Creative Briefs and Project Requests to guide the creative teams in drafting e-campaigns and all forms of electronic and printed collateral; worked with CRM manager to develop market segmentation. Guided digital services in creation of SEO/SEM strategy and implementation, including development of landing pages, ads and keyword lists, to maximize lead generation. Made media recommendations & buys. THE TRIZETTO GROUP, INC., Union, NJ

Sr. Consultant

2011-2012

As Content Director and Chief Editor of value-added content, I developed a cohesive content strategy, digital strategy and implementation, and best practices, policies and processes for how TriZetto presents itself in online venues to: improve brand recognition, demonstrate our thought leadership and ultimately drive sales across a diverse range of healthcare software products for the payer market. Set strategy and led Solutions Segment Marketing team in monthly Editorial meeting discussions Developed various tools to manage Editorial Board which include Editorial Calendar, Value-added Content Plan and Issues & Recommendations Report Developed best practice documents for webinars, content management, social media, etc. Sourced 3rd party content providers and aggregators; introduced firm to our digital agency & kicked off SEO / SEM campaigns. CAPITALBASE.COM THOMAS BENNETT & COLE FUSION ADVISOR 2009-2011

Independent Consultant

Develop marketing strategy, communications and advertising for various clients. Perform market research and list selection. DOW JONES, Princeton, NJ

Sr. Solutions (Strategic) Marketing Manager

2007-2009

Drove the success of Newswires /Financial Services solutions offerings in the retail wealth management segment, which included coordinating and directing all customer-facing activities to meet revenue goals and acting as single point of contact in retail marketing for the Product Development, Editorial, Sales & Training teams. Presented regularly to President & upper management.

H: (609) 434-1642

DARINA PINAIRE Page 2

C: (609) 273-9313

Developed all marketing strategies, positioning, value propositions and related messages for specific business initiatives, including internal and external websites, as well as detailed buyer personas. Developed concept & creative strategy for first webinar that resulted in 86% more named leads than prior EMG webinars: Opening Closed Doors: Keys to Reaching Affluent Clients. Instituted first search engine marketing ad campaign for EMG Financial on Google, with key words & phrases from ads performing 42 48% above industry average in clicks per month. Tripled online traffic and reader postings to Talk Back, a blog on Dow Jones NewsPlus. Produced strategy and messaging for new e-newsletter launch: Dow Jones: The Wealth Management Edge; resulting in 13% open rate on first day. Managed development of all marketing materials including sales presentations, web content, brochures, fact sheets, demo sites, user guides and training materials.

STANDARD & POORS, New York, NY 2000-2007 Marketing Director (2003-2007) Marketing Manager (2000-2003) Developed, implemented and evaluated all marketing plans, including market research, advertising, direct mail, client & internal communications, public relations, branding and budget management. Led all market research initiatives for Equity Research division, including developing research strategy for various new product concepts, and then managing implementation through surveys, focus groups, usability testing, etc. and reporting on the final results to upper management. Developed customized marketing plan for client that resulted in a 43% increase in revenue. Contributed to stabilization and growth of our existing base of business, while arming sales force with tools to pursue new markets, through creation and development of new relevant sales collateral, presentations, user guides, and interactive product tutorials. Generated demand-pull from advisors and individuals by building growing awareness through strategic ad campaigns, working to define advertising objectives and gauge target markets. Created direct mail campaigns and collaborated on the creation of e-marketing programs. Developed list of viable trade show options through analysis of overall marketing strategy, and produced creative briefs for each show to maximize value. Coordinated and attended trade shows. Conceptualized and directed all client and prospect events. Collaborated on press releases, public relations, product launches and press events. Managed $15 million marketing budget; developed & tracked detailed budget for marketing tactics. CLIENTXCHANGE, New York, NY

Marketing Manager

1998-2000

Acted as Project Manager in creating new website and CD demo; managed website on ongoing basis. Developed new marketing concept and all new materials, providing a consistent brand image for the firm. Conducted extensive market study of brokerage industry by state, type of broker, net capital and # of reps. Managed all direct mail campaigns. Purchased system for proper lead distribution and tracking, and acted as first point of contact for prospects. Researched and analyzed best vehicles for targeting market; developed media and trade show plans. Developed Marketing Budget report; managed and maintained budget. Coordinated all aspects of trade show preparation, and attended shows as an exhibitor. PACKETWARE, New York, NY

Sales & Marketing Manager

1998

H: (609) 434-1642

DARINA PINAIRE Page 3

C: (609) 273-9313

Created Marketing Communications Plan. Handled all current advertising and organized media plan for future advertising campaign; organized and attended all trade shows. Initiated contact and follow-through for new reseller and distributor agreements, and reviewed contracts. Created promotional collateral for company, such as press releases, corporate profiles. Coordinated large-scale direct mailings, and handled individual prospect literature distribution. ZAI*NET Software, Inc., New York, NY

Marketing Manager

1995-1997

Handled all media relations for company: print advertising, press releases, newsletter, and trade shows. Maintained all strategic third party vendor relationships including IBM, SUN and Hewlett Packard. Prepared price proposals, and updated standard price lists and contracts. Formulated limited annual marketing budget of $250 thousand, maximizing marketing dollars. Designed new corporate identity (website, marketing literature, and advertisements), providing a consistent brand image for the company. Negotiated ad rates, resulting in substantial savings for company. Managed responses to all RFPs in both the FX and Energy/Power sectors. ACS ADVANCED COMPUTER SYSTEMS, INC., New York, NY 1990-1995 (formerly) Software Systems Technology, Inc. (S/S/T), New York, NY Marketing/Sales Manager (1993-1995) Marketing/Sales Support Representative (1990-1993) Responsible for all phases of acquisition of mid-range and high-level computer systems (HP 9000, HP 3000) for international clients such as Warner Bros., Columbia Tri-Star Films, Disney and Time/Warner. Configured systems and prepared client & prospect quotes, created company newsletter, and developed sales profitability reports. AMERICAN SCREEN CO. D/B/A PRECISION FILM LABORATORIES, INC., New York, NY 1989-1990

Independent Consultant Marketing Analyst

CHANEL, INC., New York, NY

1988-1989

Responsible for monthly forecasting of over 2,000 Beauty and Fragrance retail and "free" goods. Developed and distributed Gross Sales Report and Key Item Review, summarizing year-to-date shipments and revised yearly forecasts per brand. Prepared competitive analyses for upper mgmt. EDUCATION Bachelor of Business Administration, Marketing Major: Pace University, New York, NY AWARDS Academic: New York State Regents Scholarship, Pace University Scholarship Professional: 1 Gold Ace Award, 2 Silver Ace Awards, 4 Bronze Ace Awards, American Graphic Design Award, Beacon Award AFFILIATIONS American Marketing Association, WINS (Womens Initiative Networking System), Women on Wall Street, TASK (Trenton Area Soup Kitchen) Volunteer, EASEL Volunteer, Collegiate Italian-American Organization