Marty Buss Smith
Marketing Consulting
CAPABILITIES
Marketing Communications Planning and Project Management
Marketplace and Competitive Analysis
Marketing Strategy Development
EXPERIENCE
Marketing Consultant, 2004 – Present
Provide marketing consulting services for clients such as RSA Security, 3Com, Edvisors, Harvard Business School
and Bay State Physical Therapy.
Key Accomplishments
Global Product Branding Campaign – Launched product branding campaign to global markets, including print and
online advertising, direct mail and sales collateral.
Direct Marketing Campaigns – Developed and implemented comprehensive direct marketing program, including
traditional and dimensional mail and direct email. Programs included:
Clutterbuster – Designed to help sales team schedule appointments with key named accounts, box mailer yielded
71 appointments out of 238 sent pieces.
Reseller Product Launch Campaign – Direct email and follow-up sales kit mailer designed to introduce resellers
to a new product; yielded 11% response rate.
End-User Product Launch Mailing – 3-wave direct mail campaign targeting known prospects to introduce a new
product; yielded 6% response rate.
Relationship Marketing Campaign - Developed patient referral source tracking and management system and
implemented marketing program to capitalize on referral sources. Efforts resulted in 23% increase in referral business
and 33% increase in cross-location referring.
Pohly & Partners, Inc. – Boston, MA - Customer Communications Company
Assistant Director of Marketing Services, 2002 – 2004
Provided strategic direction and oversight for marketing services department; managed strategic marketing and
customer communication programs for clients such as Continental Airlines and Verizon; developed marketing
strategy and programs to support internal and external sales teams.
Key Accomplishments
Publication Launch – Researched and identified new market opportunity and repositioned publication to capitalize on
new market opportunity for client and to increase sales revenue, resulting in an increase in revenue of 30%.
Marketing Campaign –Up-sold client by developing marketing program to support launch of new publication.
Donovan Group – Watertown, MA - Integrated Marketing and Advertising Agency
Account Supervisor, 2001 (Donovan Group closed in August 2001)
Managed strategic marketing for clients such as RSA Security and Macromedia, while mentoring junior account staff.
Key Accomplishment
Advertising Campaign – Launched multiple product campaigns to support brand campaign.
Leo Burnett Technology Group – Chicago, IL and Boston, MA - Integrated Marketing and Advertising Agency
Senior Account Executive, Boston, 2000 – 2001
Account Executive, Chicago and Boston, 1998 – 2000
Assistant Account Executive, Chicago, 1997 – 1998
Managed strategic marketing communications, such as advertising, collateral, direct mail and multimedia for
technology accounts such as Allaire, Akamai and Employease.
Key Accomplishments
Brand Campaign – Launched major brand campaign, including traditional and online advertising and direct marketing,
that resulted in a 38% increase in brand awareness.
Product Launch – Launched key software product for internal and external audiences including product positioning,
advertising, direct mail, collateral system and multimedia.Partner Program – Launched partnership programs in 180
markets, including branding campaign, corporate identity and collateral for business-to-business market; and advertising
campaign for consumer market.
Lead Generation Program – Developed and implemented multi-tier direct mail program that yielded 20% response rate.
Smith, Bucklin & Associates – Chicago, IL - Full-service management Agency for non-profit trade associations
Marketing Coordinator, 1996 –1997
Marketing Assistant, 1995 –1996
Managed marketing programs including advertising, direct marketing, public relations, special events and
promotions, for four non-profit trade associations.
Key Accomplishment
ABBIES Awards – Initiated awards program recognizing marketing efforts in the Professional Beauty Industry,
including brand building and creating awareness of the program, coordinating judging, planning awards night events,
generating press.
EDUCATION
Purdue University
BA in Communications and Spanish
