Dalin C.

Mitchell
9868 Blue Stone Circle
Fort Myers, FL 33913
Cell: 239-823-0895 Email: dmae9af4@westpost.net Residence: 239-561-7244

EXECUTIVE SUMMARY
An innovative, technologically advanced Marketing Executive with over 14 years e
xperience in Consumer Marketing with an emphasis in database and direct marketin
g. Demonstrated expertise in marketing services, recruiting, staffing, training
, and managing. Created significant revenues through the formation of customer
segmentation strategies. Accomplished problem solver capable of motivating and
managing a professional team to develop customer focused solutions. Additional
competencies include:
* Database Marketing & Management * Segmentation Analysis
* Strategic Analysis * Report Design & Creation
* Market Research & Competitive Analysis * Business Intelligence/Analytics
SELECTED ACCOMPLISHMENTS
* $100 Million in incremental revenue through database driven marketing efforts
annually.
* 750,000 phone numbers scrubbed monthly in compliance with the FCC's Federal "D
o Not Call" policy; zero violations or fines since program inception in 2003.
* Chairman and Executive Sponsor of company-wide CRM Steering Committee.
* Identified referral targets to reduce costs of finding new prospects and reduc
e customer purchasing cycle.
* Created address standardization guidelines for customer data input which reduc
ed mailing costs by 15%.
PROFESSIONAL EXPERIENCE
WCI Communities, Inc., Bonita Springs, FL 2001 to 2009
$2 Billion Homebuilding and Master-planned Real Estate Developer
* Progressed quickly in organization to lead all Database Marketing efforts as w
ell as all Market Research initiatives on both customers and competitors.
Vice President of Database Marketing & Market Research 2006 to Present
Documented responsibility for evaluating and fine tuning WCI's various direct ma
rketing initiatives, as well as providing advice and guidance to all levels of t
he organization on global and community specific marketing initiatives via on-go
ing reporting and Marketing business analysis. Oversaw data integrity and clean
sing efforts on over 1 million prospects in our CRM database which is vital to d
irect marketing ROI. Wrote analysis on traffic patterns and provided data tabul
ation for inclusion in CEO's quarterly Investor Presentations. Consulted on all
new community planning and research. Managed all administration of staff and P
&L responsibilities for Database Marketing and Market Research Departments.
Director of Database Marketing 2003 to 2006
Responsible for all standard Quarterly and Yearly Marketing Reports. Served as
integral part of cross-function team that developed and launched our first Enter
prise-wide CRM application. Won WCI 5-Star Employee Award for my efforts. Deve
loped Marketing Report portal on Company Intranet to save on printing costs. Me
t with Sales Managers to provide analysis of local real estate markets and provi
de performance reporting on their sales team members. Worked with Marketing Man
agers on brand messaging strategies for all Marketing Communication collateral.
 Created custom maps using MapPoint to identify geographic clusters on both our
prospects and buyers.
Database Marketing Manager 2001 to 2003
Established policies, procedures, and requirements for 12 member Data Entry and
Literature Fulfillment staff that inputted customer data on 50,000 visitors and
80,000 inquirers and mailed over 25,000 literature packages annually. Manipulat
ed and analyzed data using Microsoft Access queries, SQL queries, and Microsoft
Query. Pulled lists using advanced database querying tools for all direct mail,
email, and call center campaigns. Developed source codes for tracking all mark
eting campaigns. Evaluated effectiveness of all direct mail and email campaigns
.
Dalin C. Mitchell Page Two

Gevity HR Inc., Bradenton, FL 1999 to 2001

$500 million Professional Employer Organization (PEO) specializing in HR support
services
* Created matrix-based segmentation analysis program which allowed Gevity Sales
Force to promote the correct service level to our customers.
Sr. Marketing Analyst
Developed sales lead generation program for sales force automation. Worked with
a third-party data vendor to develop a systematic lead delivery system that pro
vided the right mix of prospects in each desired SIC code and Zip Code throughou
t the country. Managed key marketing partner relationship with Bank One that le
ad to a significant referral base. Worked on a cross-function development team
that created the company's first website.
Time Customer Service, Inc., Tampa, FL 1996 to 1999
Wholly-owned customer service subsidiary of the $46 billion Time-Warner, Inc., F
ortune 500 Company
* Provided service support for the subscription renewal efforts for the New York
-based Circulation Department of Money, Fortune, and Martha Stewart Living magaz
ine titles.
Marketing Services Analyst
Designed procedures to re-segment customers into new retention strategies. Iden
tified underperforming segments of the overall subscription base by analyzing co
nversion data.
Marketing Services Specialist
Scheduled the weekly mailing efforts based on information and schedule provided
by the Marketing Managers for each magazine title. Ensured the correct segmenta
tion clusters were included in the correct renewal effort. Set-up the A-B testi
ng for each renewal effort and ensured the proper marketing package and/or messa
ge was being used in the test group.
Marketing Services Planner
Reviewed the weekly printouts of the scheduled renewal efforts for each magazine
to ensure a successful print run of the marketing package. Worked with purchas
ing department to acquire the appropriate card stock and envelopes for upcoming
mailings. Worked with the Letter Generation department to ensure proper messagi
ng fit correctly on card stock.

EDUCATION
MBA, Marketing & Management - (1998) University of South Florida, Tampa, FL
Bachelors of Science, Marketing - University of South Florida, Tampa, FL
PROFESSIONAL DEVELOPMENT
* WCI Executive Leadership Program (Inaugural Class)
* Stephen Covey's Seven Habits of Highly Successful People
* Microsoft Access Advanced, SQL querying