LISA JOFINO

MARKETING EXECUTIVE

Strategic-thinking marketing executive with diversified
experience in Fortune 100 companies, small businesses,
and startups.

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CONTACT ME

602-385-3000
info@stewartcoopercoon.com
4809 E. Thistle Landing Dr,
Phoenix, AZ 85044

ACHIEVEMENTS

  • Reduced underwriting issues 34% in three months by collaborating with IT department in conceiving and developing online product planning/decision tool to enable agents to more easily determine best product options for clients, which increased number of agents proposing correct selections.Read Full Story
  • Designed competitive strategy that encompassed startup’s complete business launch day package in highly compressed three-month production period, more than five months fewer than normal schedule would have allowed.
  • Saved 25% in outsourced costs by identifying need and producing cost/benefit justification for new in-house technology with upgraded equipment, network, and color output hardware that improved processes and enhanced department capabilities.
  • Facilitated nearly $1 million in billing by third year in position as acting agency manager by developing and implementing business plan, recruiting, training, and managing staff of three designers, and obtaining and developing diversified base of external clientele.
  • Fueled 100% explosion in brand awareness by leading new brand strategy and developing identity program, including new trademark, national advertising campaign, and expanded marketing plan, saving $200,000 after company received trademark infringement violation. Read Full Story
  • 25% increase in agent response generated within three months of implementation by developing complete brand strategy to realign product unit, NYLACOR, to capitalize on company’s strong brand of established equity.
  • 100% increase in global brand awareness realized by initiating complete brand image overhaul, including all collateral, corporate Web site, and development of virtual and trade show promotion tools for high-tech Market Research firm. Click here to view the New Brand.
  • Secured approval of 10-member senior executive team and company’s board of directors after presenting brand management proposal that included corporate standards and long-term communications plan.
  • Empowered company with online efficiencies as well as provided brokers with another networked sales conduit by bringing company online and providing for full integration of corporate retail site with affiliated broker “showroom” sites that ran on corporate site template. Read Full Story
  • Successfully launched new long-term care product in 34 approved states three months after start date by effectively managing corporate marketing and developing customer service/fulfillment department in first quarter of 1997.
  • Facilitated some of company’s highest, consistent direct marketing open rates throughout 2007 at 43% by identifying need and developing strategy to focus direct marketing campaign to agents.
  • Delivered two concurrent new product launches on time and on budget for distinct lines requiring full range of marketing materials, applications, forms, online tools, and sales kits with limited resources.
  • Led Web team in creating “quick fix launch site” as interim solution for more complex, official, interactive corporate site that was still under development.
  • Raised $100,000 for Firefighters’ Mental Health Fund to help 9/11 Ground Zero workers by initiating, developing, and directing the Heroes’ Tribute Memorial Program as Austin-based outreach program. Read Full Story
  • Reduced employee turnover 30% and, according to survey results, revitalized employee morale 50% through development of communications program to deliver commitment to employee base.
  • Boosted agent awareness nearly 40% by close of second quarter through creation of targeted communications/public relations campaign that incorporated use of many direct communication conduits never before used with annuities.
  • Built company’s first investor relations kit that included corporate capabilities sheet, press release, and annual report for Wall Street investor relations. Click here to view New Brand Corporate Book .
  • Doubled agent awareness through creation of agent-specific communications/public relations campaign that leveraged many company conduits never used before for this product line. Click here to view LTC Edge Newsletter.
  • Secured 43% initial enrollment through development of long-term care multidimensional enrollment campaign for California energy company’s employees. Read Full Story
  • 50% brand awareness expansion and 28% increase in annuity sales beyond previous year achieved through successful launch of annuity product in Allstate distribution two months after start date, which included 124 road shows with premium sales kits.
  • Expanded company’s nationwide trade market exposure to 500 shows in four months and up to 1,700 during following year by creating complete national trade show promotion program that included 12 new show booths, onsite booth traffic promotions, and show marketing and advertising plans.
  • Decreased production costs 20% by creating preferred standardized language list to incorporate into marketing materials. Read Full Story
  • Prevented approximately $50,000 in state fines through initiation of compliance archive process with tracking system that charted all filed materials industry deemed “advertising.”
  • Automated customer proposal process; cut five business days from processes’ original three-week timeframe by initiating and chairing task team charged with upgrading quality of client acquisition materials and elevating customer experience.
  • Optimized department’s operating budget by realigning fulfillment/print vendors, formulating budget re-projections, and implementing process improvements.
  • Eliminated 35% of errors in first year and up to 50% by second year and decreased production time 75% by working with IT department to develop new Materials Management System for order and print processing.
  • Increased department’s overall production efficiency 40% by conducting functional assessment and realigning team, developing staff skill sets, cross-training teams, and justifying management-level new hires.
  • Developed corporate marketing/communications department by recruiting, hiring, and motivating staff of six direct reports during three-month period.
  • Streamlined sales promotion, raising department’s overall production 65% through automation, job functionality, and work efficiencies after developing reorganization plan to merge department with two related departments, communications/graphics and print.
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2011 Sales – 5% Investor Revenue
$0
2012 Sales – 11% Investor Revenue
$0
2013 Sales – 15% Investor Revenue

WORK HISTORY

Click on company below for more information

Financial Annuities distributor.

Director Marketing
Managed two proprietary marketing channels: Financial agents and strategic alliance with Financial Services representatives. Developed marketing plans for field initiatives to achieve strategic objectives.

  • Increased brand awareness 50% for Financial annuity product launched into insurance distribution channel by introducing product with 124 road shows and premium road show kits in eight months. Grew 2007 insurance annuity sales 28% from 2006.
  • Identified need and developed direct marketing campaign targeted to Financial agents that produced highest open rates among four channels at 43% throughout 2007.
  • Reduced insurance print production costs 20% by tracking review objections and creating preferred language list for generic materials.
  • Delivered 40% increase in agent awareness by creating communications/PR campaign that incorporated many agency conduits never used by annuities.

Director Marketing
Recruited as Marketing Manager to lead seven-member production staff and two budgets totaling $4.5 million before promotion to Director Marketing. Spearheaded strategic marketing initiatives to bring products into core mix for cross-sell opportunities. Developed sales tools to increase acceptance of new sales process.

  • Eliminated $50,000 in potential state fines by initiating compliance archiving process to track all filed materials deemed “advertising” when promoting product.
  • Led multifunctional team of in-house staff, corporate advertising, and two external agencies in two concurrent product launches for distinct lines that required custom marketing materials, applications, forms, online tools, and sales kits. Developed both campaigns on time and within budget.
  • Reduced underwriting issues 34% in first three months by teaming with IT to develop online decision-making tool that enabled agents to determine best product options for clients.

Private consultancy specializing in marketing strategies, PR, brand image, and business development.

Consultant
Consulted with clients across multiple industries providing full range of marketing services.

  • Achieved 43% initial enrollment by developing multidimensional enrollment campaign for California employees.

Market research firm specializing in technology companies; later absorbed by other companies.

Director Marketing
Managed 11-member staff developing key marketing initiatives with $500,000 operating budget and two annual revenue events with $740,000 income target.

  • Improved department production efficiency 40% through functional assessment and team realignment, staff skill set development, and cross-training teams.
  • Shortened proposal development 33% by automating process and loading upgraded client acquisition materials on laptops for more polished presentations to technology clients.

$250 million venture capital-funded, high-speed DSL startup with business footprint in SE region of U.S.

Director Marketing
Developed all business and product/services collateral within first 30 days on the job, including corporate folders, business cards, letterhead, press kits, sales kits, and customer welcome kits.

  • Compressed development of accelerated launch plan strategy from 8 months to 90 days, encompassing complete launch day package. Click here to view Communications Company launch .

Mortgage company licensed in 44 states with 17 branch offices.

Corporate Marketing Manager
Recruited, trained, and led six-member, cross-functional team in new department tasked with marketing, corporate communications, brand development, Web site development, and sales channel maintenance.

  • Reduced turnover 30% while improving morale 50% by developing comprehensive employee communications program that included “Town Hall” meetings, an employee newsletter, four employee events, and an employee suggestion program.
  • Exploded market awareness 100% in first year after introducing new brand strategy, developing identity program with new trademark, national ad campaign, and expanded marketing plan. Click here to view Funding Corp Trademark .
  • Offset Web site development and hosting fees 30% by developing fee-based broker “showroom sites” that provided online efficiencies and another conduit for networked sales by company brokers.

Corporate Marketing Manager
Directed six-member staff providing communications, agent PR, brand development, and publicity .

  • Optimized department’s $1.5 million operating budget that included an $800,000 printing budget by realigning fulfillment/print vendors, re-projecting budget, and implementing process improvements.
  • Increased agent response 25% within three months after implementation of brand strategy to realign with New York Life to capitalize on established brand equity. Click here to view LifeTime Care .
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EDUCATION

B.F.A., Visual Communications, SOUTHWESTERN UNIVERSITY

CERTIFICATIONS

TQM (TOTAL QUALITY MANAGEMENT), Baldrige National Quality Program/Corning International

ACS (ASSOCIATE CUSTOMER SERVICE), LOMA (Life Office Management Association)

CLTC (CERTIFIED IN LONG-TERM CARE), The Corp. for Long-Term Care

fSeries 6 License, FINRA (SEC)

LISA JOFINO
LISA JOFINOMARKETING EXECUTIVE
602-385-3000
info@stewartcoopercoon.com
4809 E. Thistle Landing Dr, Phoenix, AZ 85044