Todd Kelly

Current

• Ecommerce Marketing Co-Director at New Leaf Paper
• Marketing Consultant & Senior Project Manager at Excel in Marketing LLC

Past

• Manager (2003 - 2007); Senior Associate (2002 - 2003) at PricewaterhouseCoopers LLP
• Senior Associate at Arthur Andersen LLP
• Manager at DuCharme, McMillen and Associates, Inc.

see less...

Education

• University of California, Berkeley - Walter A. Haas School of Business
• Texas A&M University

Recommended

1 person has recommended Todd

Connections

107 connections

Industry

Marketing and Advertising

Todd Kelly’s Experience

• Ecommerce Marketing Co-Director

  New Leaf Paper

  (Privately Held; Paper & Forest Products industry)

  May 2009 — Present (7 months)

  Led the creation of a vastly improved online store that offered an enhanced shopping experience, a more affordable and scalable fulfillment process, and the company’s first ever affiliate program to help greatly increase brand awareness and sales.
  
  • Initially increased online monthly sales by 350% with a combination of increased promotion and partnering.
  
  • Delivered a fully functioning online store (www.newleafproducts.net) for less than $5000 in only two months.
  
  • Established a more direct connection with the target market by creating and rolling out an affiliate partner program for organizations with members and networks that place high value on sustainable products.
  
  • Saved an average of 40% off online order fulfillment costs by building a comprehensive cost analysis model to assess the company’s best fulfillment option and help negotiate better fulfillment rates.

• Marketing Consultant & Senior Project Manager

  Excel in Marketing LLC

  (Marketing and Advertising industry)

  January 2008 — Present (1 year 11 months)

  Consult with clients and conduct research to develop improved marketing strategies and execution and lead project teams in the creation of brand identity packages, marketing collateral, and more compelling and functional web properties.
  
  • Saved a client from a costly failed retail store launch by conducting thorough analysis and writing a thoughtful report that objectively-supported delaying the launch until specific key success factors were in place.
  
  • Secured a major nationwide publishing deal for a text messaging client that provided much greater distribution in hundreds of book & gift stores. Achieved this by drafting a compelling marketing plan supported with research that uncovered consumer trends, competitive offerings, points of differentiation & category insights.
  
  • Strengthened a technology services client’s value proposition and reputation and helped increased sales by 50%. This involved creating a new web site, product sheets, and a sales presentation, all with a dramatically evolved aesthetic and stronger, more consistent messaging.

• Manager (2003 - 2007); Senior Associate (2002 - 2003)

  PricewaterhouseCoopers LLP

  (Partnership; Accounting industry)

  2002 — 2007 (5 years )

  Focused primarily on managing staff to help identify, support, and collect large sales and telecommunication tax refunds for clients.
  
  • Generated $1 million in new project revenues with the launch of a new service to analyze & calculate large clients’ telecommunication federal tax credits across the western states. This involved:
  >>> Simplifying and streamlining the target marketing process to help internal client service teams easily identify clients with the greatest tax credit opportunities.
  >>> Creating a national web cast presentation that was broadcast to over 1000 company partners & staff to train account service teams about how the credit worked and what type of clients to sell the service.
  
  • Identified nearly $6 million in telecommunication tax refunds for a single client, which generated client fees of $1 million, one of the largest telecom refunds. This project spanned over three years, involved several intermediate deliverables, required frequent client communications, and on-going monitoring of project costs and scope.
  
  • Provided critical business guidance to clients by researching and authoring several comprehensive tax research reports that dealt with highly complex and dynamic tax issues that exist in many different states, each of which has its own unique tax laws, regulations and legal precedent.
  
  • Simultaneously managed up to five senior associates & associates, each typically assigned to different projects.

• Senior Associate

  Arthur Andersen LLP

  (Management Consulting industry)

  2000 — 2002 (2 years )

  Supported tax partners and managers primarily by researching and writing tax memoranda and identifying sales tax refunds by managing and sampling hundreds of thousands of client purchase transactions and documenting each refund.
  
  • Selected by the head partner to work on the group’s highest profile project with ChevronTexaco. Identified and supported over $1 million in sales tax refunds for the client.
  
  • Interacted personally with clients and internal management while performing day-to-day project tasks.
  
  • Contributed to the firm’s professional development efforts by initiating formal and informal training to associates and other senior associates.

• Manager

  DuCharme, McMillen and Associates, Inc.

  (Privately Held; 201-500 employees; Accounting industry)

  1997 — 2000 (3 years )

Todd Kelly’s Education

• University of California, Berkeley - Walter A. Haas School of Business

  MBA , Marketing, Strategy , 2003 — 2006

• Texas A&M University

  BBA , Accounting

Additional Information

Todd Kelly’s Interests:

• Taproot Foundation: Recruited as the volunteer project manager (and freelance photographer) to lead a team in producing a highly professional and visually-striking annual report for Mission Neighborhood Health Center. • Competitive runner and member of West Valley Track Club. • Passion for backpacking, mountaineering and traveling internationally. Highlights include trekking in Patagonia, mountain climbing in the Himalaya, and getting engaged at the Potala Palace in Tibet. • Member of Net Impact, and World Affairs Council, American Marketing Association.

Todd Kelly’s Groups:

- American Marketing Association (San Francisco/Bay Area Chapter)
- World Affairs Council
- Net Impact
- Taproot Foundation
- Edgewood Center for Children and Families
- Past local USA Track & Field board member and past president and publicist of the Houston Racing Triathlon Club.

•    Haas/Berkeley Alumni
•    Taproot Foundation
•    Renewable Energy Business Network/Clean Economy Network Foundation
•    Job Search Gym - Program Alumni

Todd Kelly’s Contact Settings

Interested In:

• career opportunities
• consulting offers
• new ventures
• job inquiries
• expertise requests
• business deals
• reference requests