Elizabeth Riedl

Liz_riedl@cox.net 571-431-9462 https://www.linkedin.com/in/lizriedl

Marketing Communications Creative
SUMMARY
Passionate, results-driven marketing and communications professional with expertise in direct response
marketing with emphasis on defining strategy and driving effective marketing campaigns. Strategic thinker
who can also work at a micro-level, managing multiple projects simultaneously. Experience with B2B and B2C
in financial and entertainment industries. Keenly adept at leading teams to understand goals and create
compelling campaigns.

CORE COMPETENCIES

Direct Response Marketing

Process Improvement
Product Positioning &
Brand Management

Creative Development
Compliance
Budget Oversight
Staff Development

Corporate Communications
Copywriting, Editing & Proofreading
Master Juggler

PROFESSIONAL EXPERIENCE & KEY ACCOMPLISHMENTS

Intersections Inc., Chantilly, VA
June 2004-September 2014
Vice President, Marketing Services, 2010-2014
Managed internal team of up to 11 designers and writers to support wide range of marketing and
communication materials for a diverse set of clients, corporate, and the company flagship service, Identity
Guard. Oversight included creative, corporate communications, public relations, email, and social media
marketing.
Directed creative team for rapidly growing Identity Guard identity theft protection services, a division with
4-year annual growth of 21% to more than $40M. Efforts at both top and bottom of sales funnel,
continuously testing to improve traffic and conversions. Managed external advertising agencies to create
a variety of collateral including branding, campaigns, videos.
Led expansion of email marketing channel resulting in projected 2014 revenue to exceed $1.1M, an
increase of 25% over 2013. Developed creative and oversaw development of a cart abandonment nurture
program resulting in the capture of 84K leads to-date, with conversions above 11% for first email.
Assigned, developed, and evaluated on- and offline advertising including websites, landing pages, display
ads, emails, videos. Applied search engine marketing and optimization information to maximize results.
Led Social Media marketing team realizing significant increases in growth, engagement, and website
traffic.
Key stakeholder in migration of www.identityguard.com from Open CMS to Wordpress, increasing
efficiencies and speed by eliminating Web IT team and moving tasks to the creative team. Facilitated
corporate goal to expand marketing by leveraging responsive design for mobile and tablet devices.
Recommended and brought PR management in-house with Vocus PR Software Suite, eliminating agency,
realizing $220K in annual savings, and improving capabilities and visibility into results.
Introduced Slide:ology, the Art and Science of Creating Great Presentations company-wide, resulting in
more dynamic, compelling presentations.

Senior Director, Marketing Services, 2007-2010

Spearheaded initiative to automate complex creative review process by moving from manual practice to
IBM Marketing Central web-based solution to execute ~1K individual creative requests per year. Result
was improved insight, accountability, compliance, and speed. Reduced headcount by eliminating need for
a traffic coordinator.
Key member of core team responsible for the development of new business presentation materials
resulting in the company securing major clients including Bank of America and JP Morgan Chase.
Led transformation of black and white offline customer fulfillment collateral to full color for major clients,
ensuring brand standards, incorporating best practices and effective use of color.
Oversaw redesign of corporate website and redevelopment of company Intranet.
Created direct mail promotions for Bank of America, continually testing creative and offers to maximize
response.
Director, Marketing Services, 2004-2007
Transformed Marcom department from operational group creating customer fulfillment to a full service,
in-house design team. Expanded services to include website design, landing pages, banner ads, direct mail,
brochures. Supported client creative ensuring brand alignment; corporate and subsidiary communications;
business development efforts.
Instituted editorial integrity into the corporate culture resulting in improved investor relations materials,
presentations, and overall messaging. Developed and led writers workshop for employees, reinforcing
grammatical correctness and appropriate corporate communications.
Time-Life Music, Alexandria, VA
June 1985-May 2003
Held a number of positions of increasing responsibility with Time-Life Music, a pre-eminent creator of nostalgic
music continuity series marketed through direct response channels including direct mail, print advertising and
television.
Director, Creative Services, 2000-2003
Managed team responsible for developing packaging for all Time-Life Music products, all genres from
country to classical to rock. Provided editorial direction to authors, conducted extensive photography
searches for archival, relevant imagery, developed creative briefs for freelance designers. Balanced
schedules and priorities, ensuring the production of a new volume every six weeks for approximately 10
different series simultaneously.
Senior Manager, Manager, Promotions Coordinator, 1985-2000
Responsible for the marketing of multiple Time-Music series in all channels including direct mail, print
advertising, television.

EDUCATION, AFFILIATIONS & PROFICIENCIES

B.A., Journalism, University of Maryland, College Park, MD

Member, Direct Marketing Association
Member, Public Relations Society of America
Microsoft Office
Silverpop
Wordpress