Melanie Rudin

Union City, NJ 07087

917.548.4049

Melanie.A.Rudin@gmail.com

M ARKETING E XECUTIVE
Integrated Marketing ~ Strategic Planning ~ Event Development
Comprehensive experience in sales, marketing and new business development, including creative strategic
planning and team leadership in luxury and tourism marketing.
Extensive background assessing consumer behavior and initiating and developing programs and strategies
that strengthen revenue, brand recognition and loyalty.
Track record of bringing projects from conception to successful implementation with demonstrable ROI.
Leverage significant relationship-building skills to secure profitable clients and partners.
Highly ethical, committed to integrity in all business dealings and developing a transparent culture.

Client Relations
Proposal Development
Account Management

Product Marketing
Campaign Management
Presentations/Training

Sales Promotions
Contract Negotiations
Budgeting/Expense Control

E XPERIENCE
Tourneau LLC, New York, NY
Director, Marketing & Sales Promotion

September 2007 August 2015

Developed and implemented marketing and business opportunities which in 2014 generated over $40 million in
gross revenue through marketing and strategic partnerships. Key accounts included major Fortune 500
companies such as JP Morgan, American Express, Visa, Union Pay International and HSBC.
Managed a staff of 4 in print production; performed as creative director, event planner, and marketing manager.

Created multi-channel promotions in conjunction with Swatch Group, Richemont, LVMH, and independent
brands such as Patek Philippe and Rolex.
Directed programs for 32 retail locations across the US, identifying and implementing marketing
opportunities. Collaborated with mall marketing directors as well as local CVBs, chambers of commerce
and local hotel networks.
Launched and directed all tourism outreach in both foreign and domestic markets.
Defined, created and executed a program for outreach to foreign countries via credit card companies as well
as through local resources (Conventions and Visitors Bureaus, Destination Management Organizations)
Created tour operator and guide network as well as concierge referral program nationwide.
Managed annual Lunar New Year, a 400+ person event which generated over $200,000 returns annually as
well as developed mind share and loyalty in the extremely influential and affluent local communities.
Gained 100% sponsorship from partners.
Oversaw 70+ events annually including brand promotions and customer recognition events.
Initiated relationships with American Express, JP Morgan, HSBC, Morgan Stanley, Smith Barney, and First
Republic Bank for customer acquisition and sales programs targeting high net worth individuals (HNWI).
Established marketing strategy and criteria for direct mail and digital programs.
Coordinated customer profiling programs from American Express, TD Bank and Alliance Data and
developed segmentation strategies for driving sales and customer acquisition.
Worked in tandem with internal CRM team as well as external database management provider.
Exceeded quarterly objectives consistently for eight years.
A wide range of successful projects and duties included:

Email & Direct Marketing Campaigns: Specialized in market segmentation and customer relationship triggers
based on profile, lifecycle and purchasing patterns. Worked with store management to implement program
initiatives and increase customer data capture at point of sale.

M ELANIE R UDIN

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Social Media: Oversaw companys social media program assets with outside agencies to implement Facebook,
Twitter, Instagram and Pinterest programs, focused on driving increased engagement with brand channels.
Clefs d'Or and Luxury Hotel Concierge Outreach: Established partnership with Clefs d'Or International.
Created a referral network of over 2000 luxury hotel concierges in the 10 top designated market areas (DMAs).
Oversaw quarterly mailings, updates, catalogs and promotions. Maintained ongoing contact and held events
regularly across the US, keeping Tourneau and its managers top-of-mind for these influencers.
Credit Card/Loyalty Programs: Created and implemented a proprietary credit card/loyalty program with GE
and TD Bank, accounting for more than 10% of total company sales. Increased use of private label credit card
(PLCC) by 175% in 18 months through multi-channel promotions, internal communications plan and in-store
training. PLCC average order value (AOV) was 78% higher than average store transaction. Loyalty aspect drove
41% of customers to make a second purchase within six months of initial purchase.
International:
China: Created a program of communications, incentives and referrals to expand opportunities in the US and
China through a network of tour agencies and guides. Traveled to China to develop and expand relationships
with banks, outbound operators and Free Independent Traveler (FIT) service providers such as CTrip.
Japan: Created strategies for business development for this mature luxury market, establishing direct mail
programs, partnerships and programs with tour operators Jalpak and JTB, as well as Japan Credit Bureau (JCB);
partnered with Visa Japan.
Mexico: Collaborated with local shopping centers and Convention and Visitors Bureaus (CVBs) to leverage
relationships in Mexico with travel professionals.
Brazil, Russia and India: Developed and implemented outreach strategies utilizing partnerships with Visa and
American Express.
Kates Paperie, New York, NY
May 1998 August 2007
Marketing & eCommerce Director
Managed marketing, PR and eCommerce functions, including direct and email marketing campaigns,
promotional materials, advertising and media relations. Oversaw wide variety of strategic planning and project
management assignments, including inter-departmental and cross-functional teams.

Led eCommerce efforts, developing content and creating company's first website and doubling online sales
for three consecutive years.
Created companys first email database and developed email marketing campaigns.
Directed art and marketing collateral, overseeing catalog production and direct mail pieces.
Collaborated with writers and designers to create a fresh, consistent look for advertising and promotional
materials.
Developed and cultivated PR and media contacts, which led to a major jump in editorial product placement
and public awareness. Media partnerships included Martha Stewart Omnimedia, Oprah, and Real Simple.
Established company as the authority for weddings from DIY to bespoke/custom-made by managing public
relations and establishing various events as well as a demonstration program.

E DUCATION
New York University, New York, NY
Digital Marketing and Digital Analytics Certifications, Expected 2016
Fashion Institute of Technology, New York, NY
Bachelor of Fine Arts in Illustration