kelley troia
20 years of experience optimizing marketing functions in diverse corporate settings. Currently working at Wal-Mart as Senior Director, Marketing Operations, Wal-Mart Store.
| Headline: | Entrepreneur |
| Skills: | Business, Management, Marketing |
| Groups: | Online Advertising Professionals (OAP), Women 2.0 |
| Interested in: | Brainstorming, Finding business partners, Finding cofounders, Finding team mates, Meeting new people, Professional opportunities, Promoting my startups, Recruiting for my startup |
| Schools: | Tulane University |
WORK EXPERIENCE
| Employer: | Wal-Mart, Bentonville, AR |
| Position: | Senior Director, Marketing Operations, Wal-Mart Stores, Bentonville, AR |
| Time period: | January 2006 - Present |
| Description: | World’s largest retailer and public company (NYSE:WMT)
Joined Marketing Operations as Director of Process and Production in 2006 and advanced to Senior Director at Wal-Mart Stores. Manage staff up to 55 professionals, including the Marketing Project Management Office, Creative Production, Contract & Vendor Management, and Marketing Systems. Member of 10-member Marketing Leadership Team (MLT); one of six direct reports to Chief Marketing Officer (direct to President, Wal-Mart Stores). Strategic Responsibilities: • Portfolio level management of all programs, initiatives, and projects ($800M budget); 2249 marketing projects completed in 2008. • Manage contract negotiations and vendor relations for 100+ vendors and agencies of record (AOR). Set direction and accountability for RFP processes, contract standardization, vendor evaluation, and performance accountability (quarterly) as well as SOX compliance oversight. Partner closely with legal, global procurement sourcing team, and internal audit. • Serve as champion and change agent for evaluating and introducing new technologies and systems to fully automate marketing processes. • Manage Return on Marketing Investment (ROMI) metrics reporting to ensure project prioritization, accountability, and planning pace to reduce costs by managing timelines. • Establish operational governance models for process, technology, and vendor management in order to clarify responsibilities and expected outcomes and to deliver quantifiable accountability. • Define and lead ongoing process improvement for all marketing processes: from strategy to research to project management to production and execution. • Design strategy for next-level accountability dashboards, which will closely align marketing to sales and ensure strategy, design, and execution of all initiatives are tied to measurable business outcomes. Highlights of Accomplishments: • Led process improvement initiative to reorganize $1.5B marketing operation, which over 12 months has increased capacity by 15% to keep pace with store growth and business demands, and establish unified standards for brand consistency, store image/design to support corporate strategy to re-energize brand. • Built Marketing Operations team from the ground up to a staff of 55 in three years - specializing in project management, creative production, global procurement, and IT. • Identified and selected BPO partner to evaluate marketing print procurement; directed partner on redesign of systems from strategy to production, which delivered guaranteed $90M savings including a 50% reduction in staff needed to fulfill business needs. |
| Employer: | Wal-Mart, Bentonville, AR |
| Position: | Senior Producer, Walmart.com, San Francisco, CA |
| Time period: | January 2001 - December 2005 |
| Description: | Joined Walmart.com as a production manager and advanced to Senior Producer responsible for all Marketing related projects, including creative development, for the online extension of the world's largest retailer. Second in command to VP Marketing Creative. Acting operations manager in charge of 12-person creative & production teams.
• Established process improvement for all marketing creative processes including creative brief development and portfolio project management. • Managed more than 500 projects annually encompassing direct email campaigns, banner ads, interstitials, microsites, in-store kiosks, marketing collateral, and print advertising. • Managed detailed project plans, maintained and prioritized project portfolio, developed all processes and accompanying documents, resolved outstanding resource challenges. • Key project management expert on special projects including Walmart.com Soundcheck program, online music downloads, Garth Brooks box set exclusive microsite, and Walmart.com private brands flower business. |
| Employer: | Mojam.com, San Francisco, CA |
| Position: | Director of Marketing |
| Time period: | January 2000 - December 2001 |
| Description: | Start-up internet business providing the most comprehensive database of concert event information via a website, which included a programmable widget that allowed other event sites to aggregate concert data
Established the organization’s first marketing function that included public relations, event planning, creative development, co-branded partnerships, and affiliate programs. Managed marketing strategy, planning, development, and execution. Direct report to President. • Co-led redesign of mojam.com to simplify user interface, which enhanced customer experience and increased partner relationships with other national music sites. • Concepted and worked with technology team to design a technology applet that enabled music and event sites to link and populate customized concert information, ticket information, and other content easily, which increased advertising revenue for the site. • Key member of PHO, a community of music business professionals that would convene to co-develop tools, technologies, and strategies to grow the online music community. |
| Employer: | Music Boulevard/CDNOW, New York, NY |
| Position: | Client Side Technology Production Manager |
| Time period: | January 1998 - December 1999 |
| Description: | Start-up online music retailer (NASDAQ: CDNW)
Responsible for managing technical execution for team of 7 engineers who maintained customer interface of startup online music retailing website, including implementing additional features to site as ongoing rollout. Maintained project plans, oversaw budgets, resolved outstanding resource issues, ensured timely delivery of assignments. |
| Employer: | CMP Media, New York, NY |
| Position: | Production Manager |
| Time period: | January 1997 - December 1998 |
| Description: | Privately owned leading technology publishing company
Managed the production of all CMPnet.com custom micro sites: PlanetIT; IBM's NetBusiness; IBM's Enterprise PC; GeoCities' SmallBiz; 3COM's N+I; Microsoft's IE4; Fujitsu's Tipsheets; Rockwell's Breaking the Speed Limit; The Micron Challenge. Managed a team of freelance designers, copywriters, and HTML coders. Estimated and monitored production budgets. Set up structure for web production template system. Member of 5-person product development innovation team. |
| Employer: | Internet Interstate, Washington, DC |
| Position: | Project Manager/Account Manager |
| Time period: | January 1996 - December 1997 |
| Description: | Leading Internet service provider located in the DC area
Responsible for account management, creative design, layout, marketing, and maintenance of numerous client sites including FMLink, Washington Convention & Visitor's Bureau, and The DC Convention Center. Oversaw production of all web projects. |
| Employer: | Trippin’ Out Magazine, New York, NY |
| Position: | Publisher |
| Time period: | January 1993 - December 1998 |
| Description: | Entrepreneurial foray into travel publishing shortly after college graduation.
Created business plan and pitched business idea to potential investors. Partnered with Circus Magazine on 4-page monthly travel insert to drive pre-launch interest. Designed each issue as well as sold advertising. Transferred printed magazine to webzine, http://www.trippinout.com, averaged 100,000 page views per month. |
| Employer: | UniMac Graphics, Fairlawn, NJ |
| Position: | Electronic Pre Press Manager/Sports Card Sales Representative |
| Time period: | January 1993 - December 1995 |
| Description: | Increased client base including contracts with West Point, Penn State, University of Connecticut, and Florida State. Established first in-house desktop prepress department. Designed sports cards as well as printing layouts for monthly gang-run of all sports card and postcard jobs. |
EDUCATION
| University: | Tulane University |
| Time period: | 2009 |
| Degree: | Marketing Masters Certificate |
INFORMATION
| Memberships: | Founder, Global Marketing Operations Council
With Wal-Mart’s sponsorship, creating a global summit (May 2009) that will bring together Fortune 100 companies, top technology vendors, and global business and marketing thought leaders to share best practices in marketing and continue to innovate in the space of marketing and marketing operations as a value driver in business. Summit will serve as kick-off event to solidify members to meet semi-annually and operate as a collaborative think tank. Wal-Mart Stores’ Breakthrough Leadership, 2007 – 2008 Selected by executive team to participate in Wal-Mart Stores’ Breakthrough Leadership, the company’s top executive Leadership Program for high-potential leaders. CEO Key Leaders Program, 2006 – 2007 Member of 40-person enterprise-wide senior leadership team selected to participate in Lee Scott’s Key Leaders Program. |
| Awards: | National Aprimo Excellence Apex Award, 2009
Wal-Mart Marketing Operations selected as national winner for leading Marketing Resource Management (MRM) implementation in 2008; the award recognizes global companies who most successfully demonstrated innovation and measureable success designed to improve and accelerate marketing productivity. |
kelley is Following (1)
View all-
MylaundryOnline.com
MyLaundryOnline is an online laundry social network that offers an array of dry cleaning, laundry pickup and drop off services to clients, vendors and independent brokers