Educational Background
| St. Ambrose University | Master of Business Administration |
| Davenport, Iowa | Marketing Concentration |
| United States | Completed: May 1989 |
|
Additional Information: MBA with Marketing Concentration, May, 1989, St. Ambrose University, Davenport, IA. President, MBA Senate 1987 1989; Member, SAU Steering Committee GPA 3.85 |
|
| St. Ambrose College | Bachelor of Arts |
| Davenport, Iowa | Marketing |
| United States | Completed: May 1985 |
|
Additional Information: BA, Business Administration with Marketing concentration, cum laude, May 1985, St. Ambrose University; Member, Student Government Association, GPA 3.65 |
|
Teaching Experience
Online
Work Experience
| Marketer, Educator, Entrepreneur | Jun 1997 - Present |
|
dba SFH Target Marketing / DirectMarketingMBA.com Phoenix, US |
|
| 1997 Present – Entrepreneur – dba SFH Target Marketing/Web Wanderings, Phoenix, AZ • Author of DirectMarketingMBA Blog (www.directmarketingmba.com/blog) • Run Web storefront, Web hosting services site and eBay Auctions • Implement targeted marketing programs using Microsites with Search-Optimized content and targeted URLs • Promote highly relevant offers using Google AdWords and other highly targeted and guerilla tactics to drive sales and customer acquisition • Provide freelance writing and marketing services on a project basis • Freelance writing project in progress • E-Book Publishing project in progress • Computer Asset Remarketing and Disposal (www.cardinc.net) project in progress | |
| Online Faculty Member | Sep 2002 - Present |
|
University of Phoenix Phoenix, US |
|
| Facilitate Online undergraduate and MBA Marketing classes of adult students in the fields of Public Relations, Marketing and Electronic Commerce | |
| Business Development Manager | Sep 2002 - Jan 2004 |
|
Insight Enterprises, Inc. (Nasdaq NSIT) Tempe, US |
|
| 2002 2004 – Electronic Marketing/Business Development Manager, Insight, Tempe, AZ • Developed source-coding system for Manufacturer Where to Buy links and worked with manufacturers to secure updates on their sites. Achieved sales in mid seven-figure range at 10.23% GP, and acquired thousands of new customers directly from these links. • Increased number of links with sales and/or customer acquisition activity by nearly 450% year over year. • Designed PowerPoint presentation to sell Insight’s referral program to manufacturers, communicated to Product Managers and worked with PMs to present programs to manufacturers, resulting in a 312% increase in manufacturer participation. • Crafted marketing plans and managed source coding and coordination of some online advertising and marketing activities for the programs • Developed and implemented new integrator/reseller referral program, which, combined with legacy co-marketing programs, resulted in sales of several million dollars in 2002. • Recruited approximately 40 new systems integrator referral partners; set up process and forms for program execution • Trained lead reps on the program and assisted them in working deals on an ongoing basis • Contributed to overall team goal for sales from referral programs with sales in the eight figure range at 9.89% GP, and nearly 100,000 new customers in 2002. • Received 2 QuarterBuster cubes for significantly exceeding quarterly sales goals. | |
| Manager of Electronic Customer Programs | Sep 2000 - Sep 2002 |
|
Insight Enterprises, Inc. Tempe, US |
|
| 2000 2002 – Manager of Electronic Customer Programs, Insight, Tempe, AZ • Implemented and managed co-marketing programs for partners resulting in mid six figure sales Q400-Q301 and acquisition of nearly 12,000 new customers • Targeted, merchandised and managed ePublications for eCustomer division based on recency segmentation resulting in sales per e-mail sent averaging up to $0.23, with individual ePubs producing up to $1.10 sales per e-mail sent. • Achieved Revenue in high six figures from eCustomer and co-marketing ePubs for Q101-Q301 accounting for 25.86% of ePub sales. Several thousand new accounts from eCustomer/co-marketing activities were 42.02% of all new accounts from ePubs for Q101-Q301. • Produced Insight Incentives e-mails focusing on partners’ offers resulting in high five-figure sales new customers for Insight. This ePub was started in November of 2000 to meet the challenge of providing our partners with equal touches, and was the third most popular ePub on the former subscription service. • Negotiated and completed 9 new Co-Marketing agreements • Worked with database analysts to specify lifetime customer value reporting and reporting of counts by customer segment • Merchandised targeted product offers with product managers to ensure supply and aggressive pricing • Worked with IT department to specify and troubleshoot customer reports • Managed reporting of results of e-Customer prospecting and ePublication activities • Assisted in rollout and implementation of PSP (Perfect Sales Professional) program, Fish!, sales floor contests and call observations. Coached reps based on customer facing skills observed. • Received 2 “Quarter-Buster” cube awards for significantly exceeding quarterly goals | |
| Contributing Editor | Apr 1996 - Apr 2002 |
|
Computer Buyer Magazine Phoenix, US |
|
| 1996 2002 Contributing Editor, Computer Buyer Magazine, Phoenix, AZ • Wrote two columns per month on software and Web sites for this former 50,000 circulation print magazine and Web site. | |
| Electronic Marketing Manager | Sep 1999 - Sep 2000 |
|
Insight Enterprises, Inc. Tempe, US |
|
| 1999 2000 – Electronic Marketing Manager, Insight, Tempe, AZ • Evaluated, budgeted for and contracted Web advertising programs • Established metrics for evaluating ROI on Web promotional opportunities • Identified, negotiated and initiated strategic co-marketing alliances, including alliances with U S WEST, Stamps.com, Concentric Networks, and other prominent Web marketing companies • Developed “affinity” model for Sweepstakes promotion and administered with Fiesta Bowl committee • Managed Web design team for co-marketing projects responsible for: ? Design of Custom Landing Page customer interfaces for co-marketing programs ? Design, coding and distribution of electronic publications • Designed reporting forms and disseminated to partners • Used Web log file data to analyze customer behavior and impact programs | |
| Public Relations Manager | Oct 1995 - Sep 1999 |
|
Insight Enterprises, Inc. Tempe, US |
|
| 1995 1999 – Public Relations Manager, Insight, Tempe, AZ • Generated and/or provided information to editors and photographers for major feature stories, including stories in/on CNN, CNBC, Fortune, Forbes, Wired, USA Today, The Arizona Republic, Tribune Papers, Investors Business Daily, Computer Retail Week and numerous other publications. • Wrote, distributed and pitched news releases and story ideas • Increased press impressions per quarter to average more than 250 million • Coordinated US press release and internal announcement for three company acquisitions • Coordinated Insight.com Bowl sponsorship announcement, press releases and marketing communications • Increased number of joint press releases with manufacturers and suppliers, including Microsoft, NEC, RosettaNet, Datacast Learning Network, InterWorld and Cambridge Technologies • Managed internal communications including All Company Rally and internal "Billennium Bug" contest • Wrote, proofed and participated in production of Annual Reports, Catalogs, Programs and other materials • Ghost wrote and by lined columns and articles for newsletters and publications including Electronic Commerce World, DM News, AAI newsletter, PRSA newsletter, and Computer Buyer • Wrote cover story and coordinated artwork for Electronic Commerce World; Won 1998 Copper Anvil Award from Phoenix PRSA • Arranged press tours and trade show appointments, including those at NECC, PC Expo and Comdex • Served as company spokesperson and an investor relations contact • Won Value awards for Entrepreneurial Growth and Total Employee Commitment • Coordinated coverage of Head Shaving event resulting in local television coverage by all local television stations, and national and international print coverage including C|net, Information Week and syndicated columns • Worked with Web team and Intranet committee to generate online content related to Corporate Communications and managed daily Intranet News items • Expanded reporting to include detailed analysis of press coverage • Developed and presented Manager Communication and Media Training Classes and New Hire Orientation • Budgeted for and evaluated cost components of PR program | |
| Administrative Coordinator | Oct 1994 - Oct 1995 |
|
Concord Servicing Corporation Scottsdale, US |
|
| 1994 1995 – Administrative Coordinator, Concord Servicing Corp., Scottsdale, AZ • Provided technical support to Interlink customers • Specified, purchased and programmed Inter Tel Axxess telephone system • Produced statements, letters and reports; coordinated printing and distribution services • Interviewed employees and hired and supervised staff members • Wrote press releases, company newsletter and developed marketing materials and software documentation for departments • Specified, wrote RFQs and coordinated purchases of computers, furniture, printing and services | |
| Director of PR / Direct Marketing | Jun 1993 - Jun 1994 |
|
Sirius Publishing, Inc. Scottsdale, US |
|
| 1993 1994 – Public Relations/ Direct Marketing, Sirius Publishing, Scottsdale, AZ • Responsible for all positioning and promotional launch of 5 ft. 10 Pak CD ROM product • Coordinated and purchased printing and services for product packaging, advertising, inserts and promotion • Developed customer facing materials, including telephone scripts, bounce back promotions and direct marketing programs for Sirius products • Coordinated trade show exhibits and purchased materials and services for trade show promotions • Set up customer database and wrote upsell scripts resulting in over 50% conversion of calls to sales • Wrote copy for direct mail promotions, including holiday postcard mailing resulting in 23% conversion • Developed press kits and managed media relations for PC Karaoke, 5 ft. 10 Pak and Motion Pixels • Handled end user inbound telephone sales and overflow dealer calls | |
| Director of Marketing | Jan 1992 - Jun 1993 |
|
NetPro Computing, Inc. Scottsdale, US |
|
| 1992 1993 – Director of Marketing, NetPro Computing, Inc., Scottsdale, AZ • Developed all marketing materials and promotions, including product sheets and catalog • Setup database for business to business sales • Handled media relations, wrote press releases and placed stories in computer and general publications • Wrote company newsletter • Coordinated trade show exhibits • Supervised employees and managed supplier relationships for marketing services • Proofed and edited product manuals; Beta tested software as part of zero defect initiative • Sold software site licenses to Fortune 100 companies and government agencies; Worked with consultant to file successful GSA bid | |
| Director of Marketing | Jun 1991 - Jan 1992 |
|
Direct Financial Services, Inc. Scottsdale, US |
|
| 1991 1992 – Director of Marketing, Direct Financial Services, Scottsdale, AZ • Administered $3 million lead generation program for Medicare supplement insurance marketer • Rented and tested targeted mailing lists and made national co op marketing buys • Worked with artist on production and testing of direct mail packages • Used spot television in 27 major markets to generate inbound 800 number calls • Downloaded call data from service center and processed lead cards for agents and direct mail to customers • Coded, measured and analyzed results of the programs using front and back end data • Monitored advertising to ensure compliance with state laws • Hired and supervised employees, including lead processors and programmer | |
| Direct Marketing Consultant | Jun 1990 - Sep 1990 |
|
Stuffit Direct Marketing Phoenix, US |
|
| 1990 1991 – Direct Marketing Consultant, Stuffit Direct Marketing (Cox), Phoenix, AZ • Sold business to consumer co op direct mail advertising services to business customers • Developed marketing plans and ad layouts for customers | |
| Vice President / Co-Founder | Oct 1988 - Jun 1990 |
|
RapidMail, Inc. Davenport, US |
|
| 1988 1990, 1991 – Vice President/Co founder, RapidMail, Inc.,Davenport, IA • Started and incorporated full service direct marketing company ;Wrote Bylaws and Articles of Incorporation and maintained corporate minute book • Conducted market research, defined objectives and created programs to reach them • Developed, implemented and marketed Business Class indicia option • Monitored postal regulations to ensure compliance and maintain efficiency and cost savings • Consulted with clients on direct marketing programs • Obtained recognition as a Mailing List Broker from SRDS; Identified target markets and recommended and brokered mailing lists for clients • Developed direct mail pieces and wrote copy for them; Coordinated print and mail services production • Developed and presented classes and seminars on direct marketing • Acted as company spokesperson for media interviews • Hired, trained and supervised office, data entry and production personnel; Wrote procedures manual | |
Academic Experience
| Years Teaching Experience: | 2-4 | Total # of Publications: | 30+ |
| Total # of Presentations: | 5-9 | Total # of Grants Received: | 0 |
Teaching Preferences
| 1st Choice of Subject Area: | Business - Marketing |
| Years Experience in 1st Choice: | 15-19 yrs. |
| 2nd Choice of Subject Area: | Communications - Public Relations and Advertising |
| Years Experience in 2nd Choice: | 5-9 yrs. |
| Years Experience in Education: | 2-4 yrs. |
| Years Working Experience: | 20-29 yrs. |
| Highest Degree Taught: | Masters |
| Eligible to work in US?: | Yes |
| Target Compensation: | 1000.00 to 9999.00 USD per course |
| Available to begin teaching on: | July 14, 2004 |
Scholarly Activity
| Del.icio.us Links for Integrated Marketing | Dynamic list of sites and stories helpful for MKT |
| Find the list at del.icio.us/sheywood/mkt581 | |
| Style Guides for Business and Academic Writing | Squidoo lens with resources for writing |
| www.squidoo.com/writing_style_guides/ | |
Documents
| Susan_F_Heywood_Resume_2007_8_7 |  87.00 KB |
View File |
Additional Information
|
My name is Susan F. Heywood and I've lived in Phoenix, Arizona since 1990. My involvement with Online commerce began more than a decade ago and currently includes several entrepreneurial and freelance projects. Additionally, I'm currently a facilitator of marketing classes in the MBA and undergraduate programs at UOP Online and the author of numerous articles about the Web and marketing on it. You're invited to visit my DirectMarketingMBA.com Marketing Blog (www.directmarketingmba.com/blog) to read some of my work. You can also learn more about my background, including my teaching philosphy by visiting Resume.SusanHeywood.com and by Google searching "Susan F. Heywood." Until recently, I was a Business Development Manager with Insight, a Fortune 1000 company that sells several billion dollars worth of computer products each year. I've been involved with the online world since the early 90's, so I'm especially excited to be facilitating UOP Online program. |