SILVIA A. SCHOOR

Marketing Communications Manager

Innovative and creative thinker who reaches beyond the boundaries of traditional marketing.
Seasoned marketer who understands business objectives then delivers greater than anticipated results.
Possesses well developed business acumen to recognize potentially profitable opportunities and partnerships.
Proven experience delivering strategic local, regional and national marketing plans.
Robust market research, negotiating, product positioning, brand awareness, lead generation and database analysis skills.
Proficient writer: copywriting, press release, articles, speeches, scripts, and training manuals.
Advanced skills: MS Office, layout and design, photography and photo editing.
Average skills: Salesforce.com, Google Analytics, DocumentMall.com online document storage and management.
Bi-lingual: fluent Spanish (Argentina;) conversational German.

Employment History

RICOH Americas

Ricoh manufactures printers, copiers and scanners as well as designs software that delivers business process improvements.

Marketing Consultant - Software Division

Boca Raton, FL

January 2008 - January 2010

Managed internal and external communications for Ricoh's web-based file storage product.
Drove awareness and sales by utilizing email and web marketing.
Created strategic customer acquisition and retention programs.
Tripled lead conversion with live instructional webinars and email marketing.
Utilized Google Analytics for website traffic and content analysis.
Developed customer models and targets for industry specific marketing (healthcare, legal, government.)
Implemented automated web lead generation resulting in reduced paperwork, lower costs and faster account set up.
Established competitive analysis tool and promotion tracking mechanism.
Initiated use of internet-based Salesforce.com as a marketing and ROI measurement tool.
Streamlined sales support communications by implementing web-based marketing database.
Wrote promotional copy, newsletter articles, White Papers and Case Studies.

LENOVO Americas (formerly the IBM PC Division)

Lenovo designs, manufactures and markets personal computer and technology products. Lenovo acquired the Personal Computer division of IBM in 2005.

Communications Manager - Latin America

Boca Raton, FL

May 2005 - April 2007

Managed public relations for product launches in Latin and Central America, and Caribbean markets.
Developed strategies to increase brand awareness and sustain positive corporate image.
Worked closely with Communications counterparts in EMEA and China on global efforts.
Managed joint public relations efforts with IBM, Intel, Microsoft and American Airlines.
Wrote press releases, website copy, scripts, speeches, and sales training materials.
Managed staff in seven (7) Latin American countries.
Focused on emerging markets such as Brazil, Mexico and Argentina.
Coordinated press conferences, media events and employee events.
Published and wrote internal and sales newsletters.

OFFICE DEPOT Global Headquarters

Office products retailer.

Marketing Manager - New Retail Stores

Delray Beach, FL

July 2002 - November 2004

Managed $2.5 million marketing and media budget.
Managed and personally developed direct mail, creative, list selection, public relations and media analysis.
Developed customized marketing strategies for 300 retail locations resulting in $15 million revenue.
Initiated cross-marketing strategy with American Express, Dun and Bradstreet, and Citigroup increasing new store sales by $6 million.
Developed pre-emptive strikes with sales material support impacting competitor sales by 25%.
On-hands experience in copywriting, executive speeches, video copy, web copy, and competitive analysis.
Managed local programs: donations, community outreach and sports sponsorships.
Reduced administrative and creative costs with on-line automation of co-op advertising program.

OFFICE DEPOT Global Headquarters

Office products retailer.

Marketing Manager - Private Label Credit Cards

Delray Beach, FL

March 1992 - June 2002

Managed $1.2 million marketing budget.
Developed, created and produced credit customer acquisition, activation and retention programs.
Generated over $300 million in sales with acquisition of 143,000 new accounts in four years.
Developed new credit card branding - doubling account acquisitions in 10 months.
Increased customer spending by 40% utilizing direct mail and follow-up telemarketing.
Implemented web application process generating 32,000 new accounts and $25 million in sales in 12 months.
Managed cross-marketing initiatives with Dun and Bradstreet, GE Capital, Citigroup, and American Express realizing a 6% to 9% prospect conversion rate and $18 million in revenue.
Wrote direct mail copy, website copy, telemarketing scripts and reference guides.
Prior to management position, served as Senior Marketing Analyst.

BOCA RESEARCH Global Headquarters

Manufacturer of memory, graphics and communications products designed to expand the capabilities of IBM PC and compatible computers.

Assistant Marketing Communications Manager

Boca Raton, FL

August 1986 - December 1991

Acted as sole marketer for Personal Computer expansion product manufacturer.
Implemented desktop publishing to personally produce manuals, ads, data sheets and sales presentations.
Wrote ad copy, marketing collateral, press releases and product manuals.
Developed, created and produced B to B direct mail including list selection, creative layout, photography, copywriting and print production.
Developed and wrote direct mail and print ad campaigns to double distributor network in 18 months.
Managed global public relations efforts and acted as company spokesperson.
Negotiated advertising media contracts consistently realizing 25% annual savings.
Drove creative development for entry into retail market (i.e. product packaging, store signage and advertising).

Education

Broward College

Florida

Catholic University

Argentina

References and Portfolio

Professional portfolio and business references are available upon request.