cpetersonindiana@aol.com
Schererville, IN 46375 H: 219.865.2566
Sales Team Leadership / Financial Optimization / Team Building & Motivation / Lifecycle
Strategies
Territory & Distribution Alignment / Negotiations & Proposals / New Business Development
Project Management / Client & Vendor Relations / Consumer Behavior Modeling / Customer
Relations
PROFESSIONAL EXPERIENCE:
The Lutheran Magazine, Chicago, IL 2005 to Present
$60M non- profit organization with a national organization of more than 4 million.
Marketing Director & Publishing Manager
Manage operations, brand awareness, marketing and sales for multiple publications in national
market. Spearhead key aspects of contract coordination and negotiation for subscription
fulfillment. Communicate product strategies to 10,000 national contacts increasing visibility
through marketing campaigns, data base management, direct sales and outreach programs.
• Improved brand awareness and core retention 22% with communication plan involving web
strategies, direct mail, loyalty touch point initiatives, promotions and extensive community
outreach campaign.
• Inverted 8% annual sales volume decrease and improved market utilization 15% with
evaluation of historical sales and market demographics followed with national campaign
using direct mail, special events, improved public relations.
• Boosted advertising revenue 6% and circulation rate 9% by developing multi-tier pricing
strategies and implementation of premium price points, including value-added and web
incentives.
• Increased revenue 10% by identifying market niches, implementing a business and
communication plan with end-users, pricing plans through web and data base strategies,
strategic alliances and direct mail.
• Reduced variable production expense 8% as a result of identifying expense variables,
implementing margin improvement plans and contract negotiation.
Portland Press Herald & Sunday Maine Telegram, Portland, ME 2000 to 2004
$75M Statewide newspaper publisher.
Circulation Sales Director
Joined organization to lead marketing and sales activities for $15M in revenue operation and
$7M expense budget. Supervised 4 direct reports, 52 down-line employees and 400
independent contractors.
• Increased sales volumes 11% through market research, analysis and implementation of
tactical sales promotions, including strategic partnerships with retailers and advertisers
• Amplified revenue $200K by developing a market data base and leading new product
initiatives with analysis, campaign roll-out and creation of new vertical sales channels.
• Improved department efficiency 10%, increased customer satisfaction 15% and propelled
core retention 8% by implementing performance management standards in unionized
department.
• Slashed expenses $175K by reengineering distribution and operations of circulation
department, including minimizing route deliveries, realigning territories, streamlining
delivery patterns and negotiating distributor rates.
EDUCATION:
M.B.A., Marketing
Keller Graduate School of Management – Chicago, IL
PROFESSIONAL DEVELOPMENT:
American Marketing Association
Community Leadership School
Portland Downtown Business Council
Suburban Postal Customer Council
Audit Bureau Rules Committee
Circulation Management Association Board Member