ED VENCIO

8 Emma Place
Sacramento, CA, 95835
Cell: 724-494-8458
ev54489c@westpost.net
MARKETING EXECUTIVE: CMO * VP
Accomplished Marketing Executive with recognized success across diverse industri
es, including consumer goods (personal care and home care, food, and building ma
terials), financial services (retail banking and life insurance), and higher edu
cation. Strategist behind integrated marketing and demand generation initiatives
that drive revenue growth, market share, and sustained business momentum. Exper
tise in communicating competitive value and in bridging business objectives and
creative strategies for global brands.
Dynamic leadership style; talent for eliciting best from contributors and aligni
ng internal and external resources with shared objectives. Qualifications enhanc
ed with marketing experience at Procter & Gamble and other global market leaders
, including American Standard, Hunter Douglas, and American International Group
(AIG) in the Philippines.

New Business Development * Marketing Communications * Product Marketing * Busine

ss Plans * Turnarounds * Branding * Strategic Planning * Product Management * Ma
rket Analysis * Target Marketing * Team Leadership

PROFESSIONAL EXPERIENCE
GENEVA COLLEGE, Beaver Falls, PA, 2006-2010
Private, Christian liberal arts college.
VICE PRESIDENT OF MARKETING & ENROLLMENT, 2006-April 2010
VICE PRESIDENT OF ADVANCEMENT, 2009-April 2010
Charged with reversing enrollment decline and revenue loss by initiating and lea
ding marketing system to support enrollment and fundraising revenue streams. Dev
eloped and implemented integrated marketing position, branding, recruitment syst
ems, advertising, and communication materials. Established and led marketing ser
vices unit to manage graphic design, publications, events, online lead generatio
n, search engine optimization, and search engine marketing.
Provided creative and managerial direction for integrated marketing plan, includ
ing branding positioning, compelling articulation of value proposition, and dist
inctive marketing messaging, to create differentiation in the marketplace, gener
ate prospective student interest, and drive financial support from alumni and fr
iends.
Assumed concurrent role as Vice President of Advancement in 2009. Charged with i
mproving performance of annual fund. Conceived and executed series of strategica
lly-segmented direct mail campaigns to secure gifts to ongoing capital campaign.
Reported to President of College.
* Turned around 2-year enrollment decline and posted 2 consecutive years of enro
llment growth including , +11% over 2007, +8%, over 2008, and projected 12.5% ov
er 2009 by developing and implementing integrated marketing plan and re-organizi
ng lead generation and contact management systems.
* Spearheaded 80% higher growth for annual fund for same period as previous year
and reversed trending 40% performance loss by creating and executing targeted d
irect mail campaigns.
* Revitalized recruitment and admission efforts by reorganizing and building loy
al marketing and admissions teams; initiating and implementing state-of-the-art
student recruitment system; correcting systemic weaknesses in existing processes
; and establishing territory marketing management for Admissions Counselors.
* Achieved more than 10-fold increase in website visits and maximized online pre
sence by revamping college website.
* Initiated and delivered more precise profiling of target students, more compel
ling messaging, and more systematic communication flow with multiple media, incl
uding direct mail, print and radio advertising, e-mail, and online, to optimize
market and consumer-orientation of marketing and enrollment processes.

PHILAMLIFE /PHILIPPINE LIFE AND GENERAL INSURANCE COMPANY, INC., Manila, Philipp
ines, 2001-2005
Insurance and financial services organization; Philamlife is a subsidiary of AIG
, American International Group, Inc.
VICE PRESIDENT OF MARKETING & THE OFFICE OF THE CUSTOMER
Recruited to lead transition from channel-centric to market-centric marketing st
rategy. Developed and implemented more customer-centric marketing strategies and
orientation to drive competitive market positioning. Managed, trained, and deve
loped marketing staff of 4 product managers, 5 event professionals, 2 creatives,
and PR.
Led delivery of marketing, marketing communications, database marketing, public
relations, corporate communications, and customer loyalty. Initiated and develop
ed alternative distribution channels through direct response marketing, includin
g direct mail, lead generation, telemarketing, and e-commerce. Reported to Presi
dent and CEO of AIG-Philamlife
Marketing Management
* Contributed to corporate effort resulting in increase in First Year Premiums i
n slow market from $32.3 million in 2001 to $41.2 million in 2004 and ranking as
overall market leader with increase in market share from 22% in 2001 to 26% in
2004; impacted growth by spearheading effective advertising and sales promotions
.
* Won Readersi Digest Super Brand Award in 2004 and 2005 for recognition as cons
umersi most trusted insurance companyi by enhancing brand image and visibility i
n marketplace.
* Drove organized method of analyzing customer needs and improving marketing pla
nning by introducing concept of product categories and category management. and
procedure for marketing information analytics.
* Maximized marketing management by creating modified P&G-style Board Management
Team.
Product Marketing
* Impacted average monthly sales increase of limited-pay, whole life product, Qu
antum, from $251,000 in 2003 to high of $933,000 and ranking as one of companyis
largest selling products, accounting for almost 45% of sales, by analyzing cons
umer needs and creating more convincing product positioning.
* Conceptualized and spearheaded development of 3 new products, including Peso a
nd Dollar Variable Universal Life, Dollar Single-Pay Participating Endowment, an
d Over-the-Counter Accident & Health Insurance.
Marketing Communications
* Drove brand differentiation by creating positive, future-oriented theme and me
ssaging, Are you Ready for Life?, for integrated advertising and marketing commu
nications.
* Served as market leader by conceptualizing and launching print-based, magazine
-type supplement for life insurance products; concept copied by competitors and
now regarded as standard advertising technique.
* Improved advertising quality by initiating discipline of developing advertisin
g based on approved copy strategies.
* Optimized advertising by developing effective combination of public relations,
publicity, and events marketing to supplement advertising effort.
Direct Database Marketing
* Maximized direct database marketing campaigns, including telemarketing, direct
mail, and agent-supported lead generation marketing, by launching new division,
Office of the Customer to leverage internal database of 800,000 customers.
* Drove projected $1.5 million in sales from Office of the Customer in 2005, inc
reased from $323,000 in 2004.
* Earned designation as Data Warehouse Owner by other affiliate companies, repre
senting 1.8 million customers, to manage their re-sell and cross-sell efforts.
Customer Loyalty
* Achieved 50+% increase in client base by conceptualizing and launching Privile
ge Club for policyholders working overseas to generate leads for new business an
d resell.
* Co-developed Loyalty Program with AIG Credit Card built around rewards for pro
mpt premium payment.

HUNTER-DOUGLAS PHILIPPINES INC., A Subsidiary of Hunter Douglas N.V, Manila, Phi

lippines, 1996-2000
Manufacturer of window coverings and commercial metal ceiling panels.
PRESIDENT & GENERAL MANAGER
Led start-up of operations, including set-up of factory, head office, and showro
om; accounting systems, inventory management, sales, and marketing. Administered
annual budget and held full P&L accountability for annual sales of $2 million.
Hired and trained personnel. Developed and implemented key business strategies.
Led establishment of distribution network. Opened for operations within year of
start of planning. Reported to group President, Hunter Douglas Asia.
* Achieved profitable operations at pro forma gross margin level on 1st year of
operations and drove gross revenues reaching $2 million before political instabi
lity caused halt to countryis construction projects.
* Created business and marketing plan emulated by other Hunter Douglas units in
Asia.
* Spearheaded high consumer awareness and stimulated demand among target markets
by developing innovative and strategic niche marketing approach for 2 main prod
uct lines.
* Extended market reach by developing website, Internet-based ordering, and cust
omer service and product information system.

CAREER NOTE: Additional professional background includes:

SANITARY WARES MANUFACTURING CORP., A subsidiary of American Standard Inc.
Vice President, Marketing & Sales
LTS INDUSTRIAL DEVELOPMENT CORPORATION
Marketing Director
REPUBLIC PLANTERS BANK
Marketing Manager
PROCTER & GAMBLE PHILIPPINES
Brand Manager

EDUCATION
Certificate in Fund Raising Management, 2007
University of Indiana, The Center for Philanthropy, Indianapolis, Indiana
Masters in Business Administration, 2001
Bachelor of Science in Mechanical Engineering
University of the Philippines, Diliman, Quezon City, Philippines

PROFESSIONAL AND COMMUNITY AFFILIATIONS

AMERICAN MARKETING ASSOCIATION, Member
COUNCIL FOR CHRISTIAN COLLEGES AND UNIVERSITIES, Member
NATIONAL ASSOCIATION OF CHRISTIAN COLLEGE ADMISSIONS PROFESSIONALS, Member
NATIONAL ASSOCIATION OF GRADUATE ADMISSIONS PROFESSIONALS, Member
THE SALVATION ARMY OF BEAVER FALLS, Board of Advisors, Member