Barbra A. Edwards-Johnson

1922 West 78^th Street  Los Angeles, CA 90047 

Summary of Qualifications

Results-oriented, marketing professional, attuned to the ever-changing needs of business and progressive responsibility in P&L, promotions, event planning, direct response marketing, media planning and buying, sponsorship management, and product management.

Accomplishments

• Launched company’s first-ever Spanish-language Web site, resulting in a 10% increase in online sales.

• Developed a multimedia direct response campaign for general and multicultural markets (Hispanic, African-American, Asian); exceeded multicultural sales goals by 20% over previous year.

• Developed Los Angeles model for negotiation and development of opportunities with programming affiliate partners; challenged and assisted affiliates to bring unique and out-of-the-box opportunities to Southern California markets. Efforts have resulted in a decrease in most valuable company asset, cross channel, by 20% while increasing value of promotions by 50%.

• Identify, develop and manage sponsorships that enhance brand equity, cause marketing initiatives and deliver opportunities for sales results. Yearly value exceeds $4 million, of which 80% is trade

• Restructured the activation of major sports sponsorships, resulting in a 15% increase in sales leads.

• Reorganized the planning and execution of more than $4 million dollars in internal television inventory, leading to a 6% increase in product sales and 30% increase in sponsorship opportunities.

• Lead cross functional team in the day to day management of design, content and analysis of regional website.

• Managed $13 million media budget for major insurance client by providing strategic direction and tactical execution for all media, which resulted in 15% increase in spend by client

• Developed and implemented promotional database including formation of reports, coding structure and overall database configuration, which resulted in a 35% increase in profitability.

Experience

Time Warner Cable, Los Angeles Region, El Segundo, CA 2004-Present
Director of Marketing Communications – Sponsorships, Promotions, Website and TV Inventory

Newly created position, responsible for managing the development, implementation and coordination of comprehensive promotion plans and sponsorships targeting general market and multi-ethnic consumers as well as management of local internal television media schedule and regional Web sites.

• Managed agencies in the development and execution of all creative development and media for the re-launch of Time Warner Cable in the Los Angeles market, included development of creative briefs, television production, print management and media planning and execution. Included General Market, Hispanic /Multicultural efforts for TV, radio, print and online.

• Manager of website leadership team for LA based Web sites (English and Spanish) as well as a member of the Corporate Web Strategic Committee. Responsibilities include content management and analytics.

• Total accountability for the development of sponsorship solicitation strategies, negotiation of sponsorship contracts, coordination of all aspects of sponsorship fulfillment from initiation to completion including the management of onsite events, delivery of marketing and hospitality benefits. Sponsorships include LA Dodgers, Honda Center/Anaheim Ducks, Home Depot Center/La Galaxy, UCLA, LA Philharmonic at Hollywood Bowl and LA Sparks.

• Responsible for the management and execution of all cable network marketing opportunities including events, promotions, video on demand development and media management.

• Leader of regional events marketing team, providing strategic direction on the selection, negotiation and planning for sales sand public affairs events throughout the LA Region,

Director of Marketing – Customer Acquisition
Accountable for the management of multi-million dollar budget to maximize return on marketing investment by developing direct marketing and brand strategies to increase market share and generate sales for new and current customers.

• Initiated multiple marketing and sales channels including DRTV, direct mail, print, online, FSI/shared mail, events and telemarketing for general and multicultural (Hispanic, African-American, Asian) targets.

• Tracked, monitored, analyzed and reported on data regarding the impact of marketing initiatives and develop and implement competitive messaging and response through the strategic use of competitive intelligence and management of ad agencies

• Developed process for training and execution of marketing promotions with IT, Customer Service/Call Center, Retail and Field Operations Management

Barbra A. Edwards-Johnson page 2

G2 Advertising (formerly Grey Direct West), Glendale, CA 2001-2004
Assistant Media Director and Account Supervisor
Assistant Media Director in charge of all planning and execution of direct response media. Account Supervisor responsible for management and execution of integrated direct marketing campaigns.

• Established multi-million dollar media plans for Automobile Club of Southern California, Texas and New Mexico Auto Insurance, Travel and Membership campaigns. Provided strategic direction and tactical execution for DRTV, direct mail, online, shared mail and other media

• Day to day management of creative and execution of direct mail and e-marketing efforts for Bank of America's Online Banking Service for Consumer and Small Business Units.

• Manage the development of the Pedigree JointCare DRTV campaign including creative, production and media analysis. Orders exceeded expectation by 200%

• Developed media strategy for business development opportunities

• Managed Assistant Media Planners and Account Executives in planning and account management

• Three time recipient of President’s Award

PETsMART.com, Pasadena, CA 1999-2001

Direct Response Manager

• Responsible for the strategic and tactical implementation of email marketing, site promotion and online customer acquisition and retention.

DDB, Los Angeles, CA 1997-1999

Media Supervisor

• Accountable for all direct response media activities for 24 CIGNA HealthCare Medicare Risk Markets

Prior Experience

• Guthy-Renker, Santa Monica, CA - Leading infomercial company – Product Manager

• Ogilvy One (formerly Ogilvy & Mather), Los Angeles, CA - Sr. Media Planner on Microsoft account

• Panda America, Torrance, CA - Continuity coin marketer – Product and Direct Marketing Manager

• Architectural Digest Magazine, Los Angeles, CA – Circulation Analyst

Education
University of La Verne, La Verne CA - BS Marketing and Business Administration

Professional/Civic Organizations
National Association of Minorities in Communications (Southern CA board member), Cable Television Advertising and Marketing Association (Southern CA Past Sponsorship Chair), Women in Cable Television (Southern CA Sponsorship Chair), Delta Sigma Theta Sorority, Jack and Jill of America