Marketing Leader Skilled in Product Marketing, Strategy and Demand Generation
Austin, Texas Area
- Current
-
- Senior Manager, Lifecycle Management & Direct Marketing at Hoovers Inc.
- Past
-
- Senior Product Marketing Manager at Hoover's Inc
- Pricing/Segmentation Marketing Manager at Hoover's Inc
- OEM Software Brand Manager at Dell
- Marketing Consultant, Inspiron Pricing at Dell Inc
- Senior Marketing Analyst at Sabre Holdings
- Education
-
- The University of Texas at Austin - The Red McCombs School of Business
- The University of Texas at Austin
- Recommended
-
7 people have recommended Russ - Connections
-
288
connections
- Industry
- Internet
- Websites
Russ Somers’s Summary
Marketing leader with experience in environments ranging from Fortune 50 to startups. Industries range from services to computer hardware and software to Internet content delivery, and segments served include both consumer and B2B. Education includes a marketing-focused MBA.
Russ Somers’s Specialties:
Marketing management, marketing strategy, product marketing, Internet marketing, demand generation, retention marketing, customer lifecycle management, marketing planning, profit and loss responsibility
Russ Somers’s Experience
-
Senior Manager, Lifecycle Management & Direct Marketing
Hoovers Inc.
(Public Company; 201-500 employees; Information Services industry)
April 2008 — Present (5 months)
• Combined Acquisition and Retention Marketing into a customer lifecycle management model based on a virtuous cycle of Reach, Acquisition, Conversion, Retention and Loyalty
• Led five direct reports in optimizing messaging and marketing mix for segments including SMB, SOHO, Enterprise and other segments
• Oversaw restructuring of Direct Marketing program to eliminate ongoing data corruption, enable targeted messaging on a variety of segmentation criteria, and shorten cycle time
• Led creation of segment-specific value propositions for all phases of the customer lifecycle -
Senior Product Marketing Manager
Hoover's Inc
(Internet industry)
December 2006 — April 2008 (1 year 5 months)
• Managed seven direct reports including Go-to-Market Strategy, Marketing Communications, PR and Analyst Relations, Event Marketing, Brand Management, Pricing and Promotions
• Created go-to-market model including timelines, launch deliverables and sustaining activities
• Drove efficiency gains by consolidating online and offline Marketing functions including Search and Affiliate Marketing into a 24-person shared services organization during a time of leadership transition
• Developed targeted product offering that doubled customer acquisition in the SMB segment
• Allocated and managed $12MM Marketing budget across multiple channels
• Worked cross-functionally to lead Hoover’s entry into social media including social networking, user-generated content and Twitter PR strategy -
Pricing/Segmentation Marketing Manager
Hoover's Inc
(Public Company; 201-500 employees; DNB; Internet industry)
January 2006 — December 2006 (1 year)
• Managed team driving Pricing and Segmentation initiatives
• Delivered $1.8M annualized incremental revenue per quarter with pricing initiatives
• Drove launch of segmentation-driven integrated DM campaigns with multiple touchpoints
• Collaborated with Product team on launch of new products -
OEM Software Brand Manager
Dell
(Public Company; 10,001 or more employees; DELL; Computer Software industry)
July 2005 — January 2006 (7 months)
• Managed $300M in annual OEM software sales across five lines of business
• Created marketing programs to drive sales and utilized tactics including sales contests, spiffs, merchandising (online and print) and bundling
• Directed new business development activities and managed relationships with vendors
• Coordinated internal Dell groups and software vendors in developing concept, design and execution of new products to take advantage of new market opportunities -
Marketing Consultant, Inspiron Pricing
Dell Inc
(Public Company; 10,001 or more employees; DELL; Computer Hardware industry)
July 2004 — July 2005 (1 year 1 month)
• Optimized operating income by developing pricing and promotional strategies that balanced unit and margin attainment goals
• Drove implementation of pricing and promotional strategies with DHS and SMB brand teams
• Broadened focus of competitive reporting to include distributor, VAR and other channels
• Ad hoc analysis including P&L and market level impacts of potential new products, pricing and promotional initiatives -
Senior Marketing Analyst
Sabre Holdings
(Public Company; 5001-10,000 employees; TSG; Computer Software industry)
July 2002 — June 2004 (2 years)
• Served on teams negotiating deals up to $30M and obtained legal and executive approval for customized marketing agreements and contracts
• Led 32-person global sales team in transition to Siebel CRM and Target Account Selling
• Forecast and administered $11M sales plan and $1.5B revenue plan
• Prioritized and delegated incoming requests for data and analysis for group of three analysts
• Streamlined $3.5M team budget to meet aggressive 9% target reductions
Russ Somers’s Education
-
The University of Texas at Austin - The Red McCombs School of Business
MBA, Marketing, 2000 — 2002
-
The University of Texas at Austin
BA, Sociology, September 1992 — May 1995
Russ Somers’s Contact Settings
Interested In:
- career opportunities
- consulting offers
- new ventures
- job inquiries
- expertise requests
- reference requests
- getting back in touch
