<ul><li>Advised clients on optimal contractual terms of client-agency relationships, MSA and SOW parameters, and customer engagement and brand experience strategies using innovation theory to improve customer experience through informed product and experience design.</li><li>Established marketing tracking methods to help each client evaluate performance over time.</li></ul>

Strategic Marketing Consultant

<ul><li>Led cross-functional teams responsible for repositioning a legacy healthcare technology provider, establishing a new brand for a health system, both of which exceeded expectations.&nbsp;</li><li>Directed 92-member cross-functional team in managing a $16 million client portfolio responsible for delivering approximately 40% of agency revenue.</li><li>Guided USPS and Verizon through assessment and implementation of a new marketing automation platform.</li><li>Developed modern operational models to better support today’s client-agency needs.</li><li>Retained 83% of the business effectively while managing organizational change through a challenging transition.</li><li>Successfully secured 100% of available marketing budgets for 3M Health Information System and University of Mississippi Medical Center within six months of establishing new client engagement.</li><li>Introduced new and impactful marketing technology partners enabling the deployment of virtual reality, ABM, and personalization programs.</li></ul>

Senior Vice President & Group Managing Director

<p>Rakuten Marketing is a global digital marketing company whose services encompass affiliate, search, attribution, and display.</p><ul><li>Collaborated with sales, product, and engineering teams on the evolution of a client-centric corporate strategy and product roadmap.</li><li>Established global client services and creative development department identity, mission, vision and goals, job descriptions, career path, and performance evaluation process.</li><li>Led 43 member global client services team and 12-member creative development team in managing clients representing $36 million in advertising technology revenue.&nbsp;</li></ul>

Vice President, Client Services

<ul><li>Led a 55 member cross-functional team in driving digital transformation for Verizon’s sales and marketing program.</li><li>Delivered double-digit growth YOY by continually advancing Verizon Wireless B2B communications and identifying cross LOB GTM opportunities while filling the Verizon B2B sales pipeline.</li><li>Served as a trusted advisor leading agency operations across Verizon’s six B2B communications programs such as B2B branding, solutions advertising, OEM and partner marketing, IoT marketing, website content creation, and client relationship management.</li><li>Negotiated other contractual terms resulting in three new business unit work streams initially excluded from the MSA.</li><li>Delivered a 24% increase in awareness and consideration for Verizon’s B2B unit and drove 80% of Verizon’s B2B web traffic.</li><li>Surpassed MQL goal by 37% through a carefully designed integrated marketing campaign.</li></ul>

Vice President & Group Account Director

<ul><li>Led a small Verizon Wireless sales enablement project in 2005 that was nurtured into the largest agency account through proactive business development and thoughtful team mentoring fostering true team collaboration and client dedication.</li><li>Designed and negotiated an annual contract with client procurement and executive teams.</li><li>Served as trusted advisor and client partner to 17 Verizon B2B CMO organization clients.</li></ul>

Vice President & Account Director

<p>Grey Direct Inc is a marketing and advertising company based in Seattle.</p><ul><li>Developed digital and traditional direct marketing strategies for multiple Wells Fargo product groups including online products and services, home equity, mortgage and deposits products.</li><li>Attained a 15% response rate from C-level executives and line of business managers in a campaign that became the benchmark for all Oracle direct marketing campaigns.</li><li>Obtained a 20% response rate on a campaign that helped align Oracle applications with corporate governance software solutions.&nbsp;</li></ul>

Vice President & Management Supervisor

<ul><li>Was a lead author of marketing plans and communication strategies for Qwest Digital Media, NETdelivery Corporation and Colorado Student Obligation Bond Fund Authority (CSOBA).</li><li>Overwhelmed the NETdelivery sales team with leads resulting from a highly successful campaign that was founded upon a vertical segmentation study and correlating brand architecture and positioning.</li><li>Increased awareness of low interest student loans from CSOBA, a not for profit government organization resulting from the successful deployment of an integrated marketing plan.</li><li>Designed and assisted with implementation of a highly targeted on site sales event for Qwest Digital Media that generated the majority of their sales leads.&nbsp;</li></ul>

Account Director

<ul><li>Established the Grey e-Marketing San Francisco office while managing cross-functional teams working on PMC-Sierra, NorthPoint.net, and Oracle.</li><li>Achieved an 800% traffic increase by leading the direct marketing portion of an integrated campaign for NorthPoint.net.</li><li>Secured a $1.2 million project by leading new business events and promotions pitch.</li><li>Continually worked with the President of Grey e-Marketing to establish the operational infrastructure of the San Francisco office while mentoring junior members of the direct marketing team.</li></ul>

Management Supervisor

B2B Audience Profiles

Iva Kurtz

Provided strategic planning approach for a B2B technology client.

B2B Communications Strategy

Conducted mapping of core target audience needs using innovation theory.

Healthcare WIP Audience Needs

Sample Marketing Plan Tactics

English (British)

Iva Kurtz is an experienced B2B marketing strategist with over 20 years of expertise in brand experience and engagement design, CRM, market and audience research, journey mapping, sales enablement, and B2B marketing plan development for Fortune 500 companies. As a former group account director at McCann, she has managed Verizon’s B2B sales and marketing program across small and medium businesses, enterprises, and government communications. Her experience also includes working on direct response programs for Fidelity Investments, IBM, and Dell.

Iva Kurtz

Employment Highlights

Education Highlights

Portfolio

B2B Audience Profiles

B2B Communications Strategy

Healthcare WIP Audience Needs

Sample Marketing Plan Tactics

B2B Audience Profiles

B2B Communications Strategy

Healthcare WIP Audience Needs

Sample Marketing Plan Tactics