DOTTI SCHECHTER-PEACOCK

H: 904.246.7250
C: 904.652.4861
ds7e87ec@westpost.net
1769 Seminole Road
Atlantic Beach, FL 32233
PROFESSIONAL SUMMARY
A Strategic Senior Marketing Executive with 20+ years of experience in all
aspects of marketing and communications, with an emphasis in risk-based
industries (insurance/financial services). Proven success in the areas of
applying market insights into actionable marketing plans as well as developing
targeted marketing programs that meet or exceed goals. A recognized leader
and producer of high performing teams. Areas of expertise include:
* Strategic and Tactical Planning
* Brand Management
* Research and Marketing Analytics
* Innovation Management
* Business and Competitive Intelligence
* Advertising and Market Communications
* Direct Response Programs
* Budget Accountability
PROFESSIONAL EXPERIENCE
1998 - 2010
BLUE CROSS AND BLUE SHIELD OF FLORIDA, Jacksonville, FL
Director of Marketing Communications (2008 - 2010)
Directed marketing programs to acquire and retain customers across multiple
sales channels. Managed and directed the Advertising Agency of Record (AOR)
as well as the Direct Advertising Agency to ensure consistency in brand
messaging and tone across all external communications.
* Executed direct marketing programs across multiple sales channels, successfull
y
generated revenue producing leads and sales within the allowable cost range for
the individual/consumer segment, despite the increased competitive environment
and difficult economic conditions.
* Developed and implemented multi-faceted customer retention and engagement prog
rams,
improving retention rates by over 4%.
* Requested and gained approval for $7M incremental funding (2010) to launch
additional and larger programs based on performance history.
* Successfully launched a group member incentive program to encourage engagement
in wellness programs with the goal of reduced medical expenses.
* Directed the advertising agency in the launch of new Retail Health Centers in
Florida creating an integrated brand campaign, launch communications and support
ing
direct marketing materials.
* Managed improvement in on-line search marketing capabilities resulting in 20%
lift in qualified leads. Managed communications for introduction of first point
of sale pre-paid "gift of health" cards.
Director of Integrated Market Intelligence (2004 - 2008)
Directed the formation of Integrated Market Intelligence team, consisting of 25
professionals, in the areas of market research, competitive intelligence, market
ing
analytics, innovation and brand positioning. Drove marketing strategy as well a
s
informed/influenced corporate strategy through the effective use of market insig
hts,
segment prioritization, environmental conditions and strategic imperatives.
* Used insights and knowledge gained by team, coordinated successful "war games"
helping solidify 5 year corporate strategic plan.
* Monitored/measured ongoing satisfaction of 6-9 different constituencies provid
ing
recommendations for continuous improvement opportunities across the organization
,
ultimately resulting in BCBSF receiving the J. D. Powers Award for outstanding
customer service.
* Directed the Innovation process, including the use of QFD expertise offering
market/customer inputs to product development resulting in new products more
closely aligned to market/customer needs.
* Provided predictive modeling for Relationship Marketing programs improving
response and conversion rates by nearly 30%.
Director of Database Management (2002 - 2004)
Managed database marketing capabilities providing BCBSF with strategic competiti
ve
advantage through superior targeted promotion, brand leverage, customer knowledg
e
and integrated multi-channel distribution.
* Brought multiple functions of direct marketing and database management togethe
r
to improve speed to market and list management effectiveness.
* Managed the analysis and recommendation for RFP process upgrade database proce
ss
resulting in improved capabilities and capacity. Moved from processing 20 campa
igns
a year to processing over 200 campaigns a year with minimal changes in human res
ources.
Director of Advertising and Market Communications (1998 - 2002)
Provided leadership in developing advertising and communications strategy for BC
BSF
customer segments, i.e., group, over 65 consumer, under 65 consumer and provider
.
An active participant in the "re-branding" of BCBSF.
* Created processes to support comprehensive end to end integrated communication
s
across channels.
* Played an integral role in the RFP/selection of Agency of Record. Consolidate
d many
local and function-specific agencies into a single AOR that is still in place to
day.
This provided more integrated outputs and consistency in communication initiativ
es.
* Worked closely with brand consultant to "re-launch" brand and align BCBSF with
more current and future brand attributes. This included a new identity system a
s well.
Other Professional Experience Prior to 1998
Accustaff / Teleservices Div, Jacksonville, FL
Director of Operations
Ideon Group, Inc., Jacksonville, FL
Executive Vice President of Marketing
AT&T UNIVERSAL CARD SERVICES, Jacksonville, FL
Senior Vice President of Marketing
MELLON BANK CORPORATION, PA, DE
Vice President of Marketing

EDUCATION
B.S., Morningside College, Sioux City, IA