stacey cost portfolio
DESCRIPTION
Career HighlightsTRANSCRIPT
Career
Portfolio
by the numbers…
(505) 603-2930 - [email protected] - www.staceycost.com
snapshot…
Name: Stacey Brazee Cost
Born: Milford, Connecticut – 1960
Residence: Santa Fe, New Mexico, USA
Summary: Accomplished Marketing Professional. Experience in Fortune 100 business environments as well as
small and mid-sized entrepreneurial organizations. Proven track record in leadership, financial
management, organization creation and personnel development across 6 industries. Noted for
innovative branding, marketing/advertising excellence and efficiency, investment return and motivating
people to deliver superior results.
Areas
of Expertise: Managing people
Optimizing internal and external resources and skill sets
Cultivating a fun collegial atmosphere
Developing talent and building strong teams
Selecting and managing agency partners
Creating reward and recognition programs and events
Getting Results
Using research to identify opportunities and measure results
Streamlining processes to create time and cost efficiencies
Developing and implementing strategic plans with quantifiable milestones
Delivering topline growth and bottom line profitability
Propelling organizations to national prominence
Imagining the new
Out-thinking vs. out-spending the competition
Adapting technology to accomplish objectives (production, fulfillment, CRM, web, e-store)
Sharpening the brand story to create a distinctive message in a cluttered category
Launching new channels and new products
Utilizing curiosity, tenacity and creativity to build effective business solutions
Reaching out
Establishing and nurturing long-term relationships with peers, mentors, vendors, clients and direct
reports
Enhancing community relations
Giving back
Favorite
Things: Innovation, challenge, brainstorming, laughing so hard I cry, warm
weather, a great book, carbs, being comfortable in silence with
someone else, new ideas, learning new software, authenticity,
kayaking, loyalty, the smell of citrus, making jewelry, integrity, honest
conversations, a nice smile, good manners, quick thinking, team
players, swimming and dogs.
Education: I hold an MBA from the University of Georgia with a concentration in Finance, which I felt was necessary
to augment my BBA degree in Marketing from the same institution. I realized that
executives, in general, believe marketing professionals do not understand numbers. So,
by focusing on Finance in graduate school, I thought I could overcome that roadblock with potential
employers. That was a good call.
(505) 603-2930 - [email protected] - www.staceycost.com
the details…
Stacey Brazee Cost
2011 – present DIRECTOR OF MARKETING PRESBYTERIAN HEALTHCARE SERVICES – Albuquerque, New Mexico Presbyterian is a not-for-profit integrated healthcare system with 8 hospitals, a medical
group with more than 700 providers in 40 specialties and a health plan serving commercial, Medicare and Medicaid members. Presbyterian’s 10,000+ employees care for 1 in 3 New Mexicans with at least one service. Established in 1908 and headquartered in Albuquerque, NM.
Responsible for brand identity, advertising, research, sales support and materials for all
lines of business. Oversee the creation and implementation of marketing campaigns to grow revenue, retain customers and improve efficiencies. Accountable for identifying market opportunities and developing plans to address them while maintaining the mission of the organization to improve the health of its patients, members and communities.
Led enterprise stakeholders and digital agency through new website launch on Sharepoint 2010 platform. Improved navigation, highlighted self-service options, launched transactional capabilities for the health plan and mobile optimized key content areas. New site visits increased by 22%, page views increased by 35%, and supported mobile device access by 38% of visitors.
Developed consumer EHR awareness campaign to achieve over 100,000 patient account activations while successfully differentiating the organization.
Lead the research effort and marketing campaign to support the launch of Video Visits as a health plan benefit for most of the 420,000 members.
Delivered a self-serve platform to accommodate collateral and digital asset management needs across the enterprise improving the efficiencies of a 4 person marketing operations staff and leading to $250K in annual cost center savings.
Conducted research to measure consumer preference for delivery system and health plan. Achieved record setting preference for the health plan, more than 2 times greater than the next highest competitor.
Oversaw events to open new facilities and enter new markets including the opening of the first full service hospital on the West side of Albuquerque which was attended by over 7,000 members of the community.
2009 – 2010 VICE PRESIDENT - MARKETING
HIGH COUNTRY GARDENS / SANTA FE GREENHOUSES – Santa Fe, New Mexico A multi-million dollar online, mail order and brick and mortar purveyor of hardy, unusual
and waterwise plants with a nationwide customer base. Established in 1984 and headquartered in Santa Fe, NM.
Responsible for brand strategy, positioning, articulation, creative execution, channel alignment, events, sponsorships, marketing communications, retail signage and POS materials. Also responsible for the elevation of website into an efficient, optimized and robust e-commerce platform.
Created multi-channel brand strategy, visual identity and creative guidelines.
Grew pay-per-click revenue 2x year-over year with strict ROI requirements.
Increased website traffic 12% year-over-year and accelerated transaction volume to compensate for lower average order value, thus stabilizing revenues.
2004 – 2009 SENIOR VICE PRESIDENT, MANAGING DIRECTOR - MARKETING
THORNBURG MORTGAGE – Santa Fe, New Mexico NYSE traded, national residential mortgage lender focused on the prime, jumbo segment
of the adjustable rate mortgage market. $5.2B in volume, # 737 on Fortune 1000 (2007).
Executive ownership of all marketing functions within the organization to achieve
origination volume objectives across multiple channels. Managed every aspect of
demand creation, including brand strategy, strategic planning, advertising, research,
customer relationship management and digital.
Grew direct origination volume from $2.0B in 2004 to $5.2B in 2007.
Identified new channel opportunity and successfully supported launch of wholesale
lending which supported 18 account managers and over 600 broker partners. First
year originations from this channel exceeded $1.1B.
(505) 603-2930 - [email protected] - www.staceycost.com
the details…
(505) 603-2930 - [email protected] - www.staceycost.com
the details…
(505) 603-2930 - [email protected] - www.staceycost.com
Brand
Eye Candy
examples…
outdoor
websites
advertising
retail signage
customer loyalty
(505) 603-2930 - [email protected] - www.staceycost.com
examples…
internal messaging
public relations sales support trade media
events & tradeshows
client
communication
(505) 603-2930 - [email protected] - www.staceycost.com
examples…
out of home
retail
collateral, events & other materials
branding
public relations
(505) 603-2930 - [email protected] - www.staceycost.com
examples…
promotions
out of home
collateral & packaging
retail
(505) 603-2930 - [email protected] - www.staceycost.com
Shout Outs
Background: I gather ideas and inspiration from my broad network of former managers,
consultants, vendors, successful former colleagues, and my current work group.
In the interest of continuing improvement, I surveyed this group and incorporated a
concept I'm fond of, the Net Promoter Score.
The Approach: 47 individuals were invited to participate, and I received a 74.5%
response rate.
The Question: "How likely is it that you would recommend Stacey Cost to a friend or
colleague?"
The Response: Stacey Cost's Net Promoter Score = 94.3%
references…
Detailed References Provided By:
Wendy Clark Senior Vice President Global Sparkling Brand Center Coca-Cola Valerie Vargas Vice President Consumer Advertising & Marketing Communications AT&T Melissa Merk Senior Vice President First Mortgage Bank of America
Joseph H. Badal Chief Executive Officer (retired) Thornburg Mortgage Home Loans Mike Fox Brand Strategist The Mullingar Group
(505) 603-2930 - [email protected] - www.staceycost.com
reference…
Name: Wendy Clark
Current Position: Senior Vice President
Global Sparkling Brand Center
Company: Coca-Cola
Industry: The world’s largest beverage company, operating
in over 200 countries with over 2,800 beverage
products.
Contact Info: (404) 676-7020, [email protected]
Candidate relationship period 1997 – present
Relationship with candidate: Business and personal
Business relationship: Direct report from 1997 – 2000
Personal relationship: Have maintained contact due to personal connection made
during working relationship and mutual respect for each other’s unique viewpoints
and competencies.
Comments: Stacey demonstrates the "genius of the and" by being both operational
and inspirational in her work approach. Stacey masters the details, sets a plan,
works the plan and delivers results. At the same time, she leads with vision, inspires
teams (both direct and indirect) and plays to win the war (not the battle). The highest
compliment I can pay Stacey is that during my time working for her I learned
constantly -- about marketing, about business, about human interactions, about
leadership and about integrity.
(505) 603-2930 - [email protected] - www.staceycost.com
reference…
Name: Valerie Vargas
Current Position: Vice President
Consumer Advertising & Marketing
Communications
Company: AT&T
Industry: AT&T is the largest communications holding
company in the world by revenue.
Contact Info: (404) 499-3677, [email protected]
Candidate relationship period: 1998 – present
Relationship with candidate: Business and personal
Business relationship: Direct report from 1998 – 2000, and 2001-2004
Personal relationship: Have maintained contact due to personal connection made
during working relationship and ability to constantly learn things from each other and
see a different and valuable point of view.
Comments: I have had the incredible opportunity to work for Stacey not only once
but twice - at BellSouth Cellular and then at HomeBanc Mortgage. If you are looking
for an individual who drives strategy, creativity, analytical decision-making and all
while inspiring her team - she's your kind of leader. Stacey is incredibly insightful.
She utilizes this strength in making strategic decisions to take a product, brand or
service to market. Additionally, she is highly analytic using results-driven analysis to
improve performance of that execution in the market. As a leader, she coaches the
best from her team empowering and bringing out the special skill sets and abilities of
each member. An inspirational leader, she is the type of manager who leaves raving
fans within any company she touches.
(505) 603-2930 - [email protected] - www.staceycost.com
reference…
Name: Melissa Merk
Current Position: Senior Vice President
First Mortgage
Company: Bank of America
Industry: One of the world’s largest financial institutions.
Contact Info: (704) 386-0435
Candidate relationship period: 2000 – present
Relationship with candidate: Business and personal
Business relationship: Direct report from 2000 – 2004
Personal relationship: Not only did I find a mentor in my working relationship with
Stacey, but I found a great person who I continue to lean on for her objectivity and
who I can count on to help me maintain a positive perspective of what really matters
in life.
Comments: Reporting to Stacey Cost positively influenced my growth as a leader.
Her mentorship enabled me to navigate objectively through strategic development
and incorporate data as a key decision driver in my business routines. Most of all,
she instilled a confidence in my analytic and marketing skills that has allowed me to
transition my successes under her leadership into an extremely satisfying marketing
career. Stacey not only recognizes and achieves the business goals of an
organization - she knows how to develop people. I highly recommend Stacey as an
executive leader because I am evidence her leadership formula works and I continue
to use the strengths she instilled in my work every day.
(505) 603-2930 - [email protected] - www.staceycost.com
reference…
Name: Joseph H. Badal
Current Position: Consultant, Author
Previous Position: Chief Executive Officer
Previous Company: Thornburg Mortgage Home Loans
Previous Industry: Financial Services
Contact Info: (505) 690-4503, [email protected]
Candidate relationship period: 2004 – present,
Relationship with candidate: Business and personal
Business relationship: I hired Stacey and was her direct supervisor at Thornburg
Mortgage from 2004 through 2007.
Comments: Stacey brought new skills and experience to our company and shepherded the creation of a professional marketing department. In the process, she helped to develop several of her subordinates into significant contributors to our organization.
But her contributions went well beyond just the marketing arena. Her creativity expressed itself in a variety of ways, including the preparation of the company’s strategic plan, construction of corporate presentations, developing a PR function and interacting with our sales department.
I was able to count on her in a myriad of ways. I owe much of my success at Thornburg Mortgage to her support and advice. I found her to be a partner in whom I have great confidence. She proved herself to be a kind-hearted, generous person who is always ready to assist another department or co-worker in any way possible.
After my retirement, Stacey has continued to be a source of marketing advice and has assisted me with the creation of my digital and social presence and has advised on other areas pertaining to my marketing platform.
(505) 603-2930 - [email protected] - www.staceycost.com
reference…
Name: Mike Fox
Current Position: Consultant
Company: The Mullingar Group
Industry: Brand Strategy
Contact Info: (336) 407-0820, [email protected]
Candidate relationship period: 1999 – present
Relationship with candidate: Business Peer
Business relationship: Worked with Stacey as the agency of record with BellSouth
as well as Thornburg Mortgage. Have also provided strategic assistance to Stacey
at Presbyterian Healthcare Services as she strives to enhance their brand and their
interactions with patients and members.
Comments: Stacey shows up to work everyday with a positive attitude and a willingness to combine gravitas and levity in a way that benefits her department and the brand. She believes that she can make a difference at her company and that is contagious. Innovation and creative thinking are Stacey's strongest skills, very powerful tools that she uses to manage change.
She thinks outside the box and encourages others to do the same; she is a catalyst
for my own best thinking. At the same time, she considers the implications of change
and does not recommend reactive or haphazard paths. Stacey continually looks for
opportunities to improve everything. She is also aware of the risk that is associated
with introducing new processes or just doing things differently than they were done in
the past and manages that risk conscientiously in her decision making process. She
is an inspiring, motivational leader and an effective delegator, making sure projects
move in the right direction without dominating the process.
(505) 603-2930 - [email protected] - www.staceycost.com
(505) 603-2930 - [email protected] - www.staceycost.com
Thank you for your time and interest.
Sincerely,
Stacey Cost
conclusion…
For brands that compete in chaotic, rapidly changing industries, I successfully
combine creative thinking with fact-based decision making to out-think vs. out-
spend the competition.
I have been fortunate to work with creative, innovative and entrepreneurial
leaders in growing organizations across several industries.
Collaboration with talented and exceptional individuals at all levels and across
functional areas reinforces my belief that great ideas reside everywhere, but it
takes a dedicated team to bring them into reality.
I believe in constant learning, the importance of building a strong brand and
the unparalleled satisfaction that comes from working as part of a creative and
collaborative team.