ABOUT SHARI ALTMAN

Shari's professional history -- Where she "learned the ropes" before starting Altman Dedicated Direct.

Sara Lee Direct Catalog
Guthy-Renker Corporation
The McGraw-Hill Companies
Time-Warner

Sara Lee Direct Catalog

Director of Marketing:
Marketing planning and database oversight for $165MM One Hanes Place and Just My Size catalog businesses; including off line promotion for e-commerce.

Goals Achieved:

  • Revise prospect media strategy to reduce investment by $250M and increase name acquisition by 100M+
  • Identify testing strategy for creative, offer, and determination of most effective contact strategies
  • Identify off-line media plan to drive e-commerce

Director of Continuity Marketing and New Ventures:
Short and long range planning and development, and day-to-day operational direction for continuity programs; including P&L responsibility. Evaluate and advise branded apparel division management regarding new direct marketing venture opportunities.

Goals Achieved:

  • > 225% increase in net revenues versus prior fiscal period
  • Identify/test new brand names and club concepts; negotiate celebrity endorsement for new brand efforts
  • Launch of outbound telemarketing efforts and contact strategy incorporating telemarketing
  • Oversee extensive creative and offer testing

Guthy-Renker Corporation

Director of Marketing:
Strategic direction and day-to-day management of intellectual properties products (audio, video, books) -- single shots and continuities. Oversee all marketing functions: new product development, research, strategic planning, web site/e-commerce, analysis, fulfillment. Full P&L responsibility.

Goals Achieved:

  • > 250% increase in net revenues; $3.7MM in profits versus prior break-even period
  • Broaden marketing of products to space advertising, direct mail, and spot TV.
  • Launch of first company DR radio promotions and direct Canadian marketing efforts.
  • Startup staffing plan; implementation of plan and training of staff.
  • Design and implement standard reporting and analysis tools.

The McGraw-Hill Companies

Director of Mail Order Marketing,
TAB Books: Strategic direction and management of direct marketing for aviation, boating, computing, electronics and science product lines. Direction and management of McGraw-Hill on-line bookstore. Member of corporate editorial board. Full P&L responsibility.

Goals Achieved:

  • Launch of 3 new catalogs; continuity/annual promotions; initiation of Canadian market promotions.
  • 47% increase in net revenues, 72% increase in profits and 19% reduction in head count.
  • Negotiated contracts with brokers, m/p, in/outbound telemarketing, printing, lettershop, and creative.
  • 5% margin improvement on purchased product for boating business.

Director of New Member Marketing,
McGraw-Hill Book Clubs: Management of acquisition marketing for six book clubs. Direct in-house agency: media planning and negotiating, creative, production, and analysis.

Goals Achieved:

  • 46% increase in member enrollments at a 9% lower cost per member acquired.
  • Launch of the Business Week Book Club and start up of in-house DM agency.

Time-Warner

Print Media Mgr.
Time-Life Books: Management of print advertising ($12MM+). Manage buying, planning and production through 4 ad agencies and 2 list brokers, direct fulfillment activities.

Goals Achieved:

  • 20% increase in profits
  • launch of 4 new products, launch of PIP media

EDUCATION

George Mason University, MBA, 1991 Emphasis: Marketing and Managerial Economics.
George Mason University, MA, 1983 Major: Psychology
American University, BA, 1980 Major: Psychology