CATHRINE E.

MORIARTY
6372 Centennial Circle, Apt. A Glen Burnie, MD 21061
410-710-1347 cmccc268@westpost.net
(www.linkedin.com/in/cathrinemoriarty)
AWARD-WINNING MARKETING MANAGER and EDITOR
Exceptionally innovative marketer with a
relentless focus on execution and delivering significant results.
Cathrine is a detail-oriented, get-it-done person - an employee who stood out fr
om the rest... you could always count on her to deliver crisp, high-quality, pro
fessional material designed to advance and support key value propositions in the
marketplace. Her work with Deliver Magazine and other public-facing communicati
ons vehicles won well-deserved praise from internal and external customers. She
understands how to get great work from Agencies, and gather required timely inpu
t and content from key workgroups. SVP, USPS
Known for giving 110% to accomplish far beyond what is expected in short time fr
ames. Forward-thinking and mentoring leader dedicated to achieving organizationa
l success through empowering team. Core skill sets include:
Building and/or changing brand
Designing customer loyalty programs
Creating and sustaining customer engagement and retention
Database management
Growing revenue share
Entering new target markets
Diversifying or prospecting competitor marketplace
Managing ad buys and vendor relationships
PROFESSIONAL EXPERIENCE
UNITED STATES POSTAL SERVICE (USPS), Washington, DC 1997 Present
Direct Marketing Program Manager/Editor 2006 Present
Plan and execute national advertising campaigns utilizing mass and direct channe
ls including television, print, direct mail, web interactive, search/ad word, mo
bile, in-store, and out-of-home with a budget of $14M. Orchestrate large in-hous
e, agency, and vendor staff of 16 to 20 to meet business objectives, leading ent
ire team from strategy development, through creative process, to execution and p
ost-campaign analysis.
Exceeded campaign goals by doubling projected results, generating highest respo
nse rate in company history with targeted direct mail effort, and meeting annual
sales goal by mid-year.
Spearheaded massive shift into online advertising by tripling search and banner
spending and embracing new online technologies to increase effectiveness with a
n impressive top click-through rate (CTR) of 15%.
Redeveloped landing page template to allow customer segmentation and increased
functionality, resulting in immediate increase in customer interaction time, CTR
(55+%), and opt-ins (35%).
Pioneered customer segmentation and behavior modeling using CRM principals, imp
lementing direct marketing plans (mail and email) against model to reactivate fo
rmer customers and gain new customers. Achieved 30% response rate and commercial
revenue growth of $134M in a down economy.
Launched and served as editor for award-winning bimonthly custom print and onli
ne magazine, Deliver targeting an audience of decision makers/influencers at mar
keting and advertising agencies, and printing companies.
Improved mailing list efficiencies 200% by developing segmented audience target
ing through research and database analysis.
Raised prospect response from 2 to 35%, consistently outperforming expectations
.
Integrated stand-alone backend process with sales lead management to over-deliv
er qualified leads to sales.
Ensured responder/lead follow-up by developing numerous customer-focused white
paper resources and arming sales force with key speaking points to support campa
igns.
Marketing Specialist, Priority Mail Package Services 2002 2005
Managed promotions, research, and $180M marketing budget of high profile Priorit
y Mail product line. Oversaw research on competitors and data analytics to assis
t in creating promotional communications, developing a niche market, and recomme
nding media channels. As budget coordinator, performed reporting and uncovered c
ost savings.
Championed inaugural online certification training course for USPS Sales Repres
entatives that led to a sales increase of 23% for Priority Mail product line wit
hin 6 months.
Convened a focus group of 20 Sales Representatives to identify new product line
offerings to grow the Priority Mail service. Recommendations resulted in launch
of a Customized Package Supply service that included customer brand sharing (1-
800-PetMeds, Jelly Belly, Proactiv, etc.) on the supplies and customized sizes.
Increased sales of Priority Mail by 27% in the first year.
Aggressively pursued Surcharges advertising campaign that communicated competit
or surcharges and increased both brand awareness and sales by 20% in the first m
onth.
Built a public relations program to ensure Package Service Managers were invite
d to speak at major events where UPS, FedEx, and DHL participated. Speaking invi
tes increased from 4 to 20 major events per year.
Business Customer Relations Manager/Sales Specialist 1999 2002
Led a 9-member district sales team to improve sales cycle efficiencies, build cu
rrent customer portfolios, explore and initiate growth opportunities with new pr
oducts and services, and increase sales revenue from a target customer base of l
arge businesses ranging from $250K to $10M in potential annual sales revenue.
Launched national program based on expansion of SOHO pilot, training 235 Sales
and Management staff. Achieved an overall increase in national sales per Post Of
fice of 13 to 25% within one year.
Conceived and patented an electronic competitor calculator to compare pricing o
f like package services, enabling Sales Representatives to close 16% of their fi
rst calls to customers, and growing revenue by $147M.
Gathered and produced success story marketing materials to be used as leave beh
inds to prospective customers, which increased follow-up sales calls by 35%.
Championed the creation of Customer Service Centers to assist customers when Sa
les Representatives were on call. Revenue sales increased by 28% in the first 3
months.
Small Office/Home Office (SOHO) Program Manager 1997 1999
Spearheaded pilot program to explore and develop new sales opportunities. Evalua
ted and researched competitive markets to develop product positioning strategies
. Designed long-term revenue growth plans. Served as organizational spokesperson
for media and industry events to promote SOHO products and services.
Devised strategic marketing plans to develop and manage a specialized 22-member
sales team to target small to mid-sized businesses with package services and di
rect mail products. Implemented coaching program that reduced average sales clos
ing cycle by 18% within one year. Increased new sales revenue by 11 to 40% in pa
rticipating Post Offices.
Established a new supply warehouse facility at no cost in an existing unused US
PS facility, cutting delivery time of shipping supplies to small businesses by 7
to 10 days and increasing daily sales by 15 to 25%.
Constructed online sales solutions including a microsite and calculating tool f
or conducting price comparisons.
EDUCATION AND PROFESSIONAL DEVELOPMENT
MBA, Marketing Communications, Strayer University, MD/VA Campuses, Anticipated 2
012
BS, Business Administration/Marketing, Sacred Heart University, Fairfield, CT, 1
981
Advanced Leadership Training Program, University of North Carolina, 2008
U.S. Postal Service Events Representative (Speaker) Certification, Golin-Harris,
2007
Professionalism in Sales Training, The Summit Group, 2000
AWARDS
Rated in the Top 100 Direct Marketers, BtoB Magazine, 2009
Results Driven Marketing in a Down Economy Campaign: Silver ECHO Award, DMA, 20
09; Silver Target Award, Detroit DMA, 2010; Telly Award for Video Production, 20
10
Environmailist Campaign: 1st Green Award, DMA, 2009; Most Recognized Print Ad,
Advertising Age, 2008;
Headline Speaker, Good & Green Marketing Conference, Chicago, 2009
Personalization Campaign: Silver ECHO Award, DMA, 2007; Gold Target Award, Detro
it DMA, 2007
PROFESSIONAL ASSOCIATIONS
Direct Marketing Association: Member, 2006 2010; ECHO Judge, 2007 2009; Board
of Governors, 2008 2009
Printing Industries of America & Print Council: Consultant and Events Speaker, 2
007 2009, Database Marketers, Response Marketing Network, eMarketing Associatio
n Network