AA LEXANDRA LEXANDRA

MM OREHOUSEOREHOUSE      

                                               

                           

   

                     

                                             “Alex  partnered  strategically  with  our  organization  to  develop  an  ROI  stratagem;  always  delivers  within  budget…  my  group  gets  quick  responses  and  results.”  

Mike  Bregante  President,  AAA    

 “Alex  Morehouse  is  one  of  the  rare  individuals  who  fully  comprehends  business  strategy  and  how  to  drive  revenues  with  innovative  marketing.    She  is  at  home  in  IT  as  she  is  in  finance,  product  management  and  operations.”      

Craig  Sherman  Benchmark  Capital  

 “Alex’s  passion  for  the  intersection  of  advanced  technologies,  leveraged  data  systems  and  creative  engagement  has  really  inspired  us  all  to  develop  the  most  successful  program  yet  for  AAA  …  driving  remarkable  results.”        

Courtney  Beuchert        President,  Eleven  Agency    

 P.O.  Box  1706,  Ross,  CA  94957  

Home:  415.459.8863  Cell:  415.806-­‐1701    

alexandra.morehouse@yahoo.com  

   

EXECUTIVE SUMMARY

Proven global leader of executable strategies: Skilled in designing executable strategies • Building and leading interdisciplinary, inter-company strategy execution teams • Developing and negotiating key partner agreements • Rapidly delivering profitable, high growth market breakthroughs

STRATEGIC ACCOMPLISHMENTS

• Developed distribution strategy generating 33% incremental revenues through two new channels; transformed marketing from cost center to revenue source.

• Created disruptive media strategy, delivering revenues more than 20% higher than industry average while slashing lead acquisition costs by more than 50%.

• Leveraged customer data mining strategy to achieve 300% increase in cross-selling over 8+ years, delivering $102 million per year.

• Created PR strategy producing $56 million+ in ad-equivalent press coverage; won 30+ awards for media relations, philanthropy, and volunteerism, including Points of Light Award from President George Bush.

• Revived seventh largest U.S. magazine VIA; increasing ad revenues 14% and subscriptions 7% • Featured in Forbes, Business Week, The Economist, and Direct Marketing magazine for driving

profitable growth via multi-channel integration at Charles Schwab and AAA. • Winner: “Most Influential Women in Business Award,” SF Business Times (2008, 2009, 2010).

EXECUTIVE SKILLS • Strategy – Developing practical strategies for growing revenues and increasing market share • Marketing - Nationally recognized CMO, with expertise in global brand awareness, revenue

growth, and strategic business planning. • Team Building - Achieve success through others. Adept at building teams that beat market

expectations by 20% or more. 12+ years’ average tenure among key direct reports. Ranked #1 in collaboration in peer review.

CAREER EXPERIENCE AAA of Northern California, Nevada, & Utah, San Francisco, California 2002-2011

CHIEF MARKETING OFFICER 2002 - 2011 | CHIEF STRATEGY OFFICER 2004-2009 • Maximized customer acquisition, cross-selling, and retention throughout explosive growth (from

three states to 20), establishing first ROI measurements and leveraging behavioral, trigger-based marketing methods.

• Managed 200 reports in PR, social media/electronic marketing, branding, government relations, research/analytics, media relations, corporate giving/outreach, traditional/digital publishing, in-house design, and retail collateral, as well as $110-million budget.

• Increased profits $47 million by increasing customer retention from 85.3% to 89.1% • Created company’s first uniform brand standards, architecture, and naming conventions across

200+ systems and 12 legal entities, consolidating chaotic brand elements to produce consistency.

Charles Schwab & Co., San Francisco, California 1999-2002 CHIEF MARKETING INFORMATION OFFICER • Maximized profits and customer satisfaction by creating 15%+ rise in customer response rate. • Developed and executed marketing programs to maximize profits by leveraging statistical trade

and transaction analyses.

Ancestry.com, San Francisco, California (formerly Third Age Media) 1998-1999 EXECUTIVE VICE PRESIDENT | CHIEF MARKETING OFFICER • Developed ground-up marketing functions for venture-backed, $120-million online portal. • Restructured marketing functions and budgets in 90 days; cut customer acquisition costs by 68%.

American Express; New York New York & San Francisco, California (Epsilon) 1986-1997

CUSTOMER DATABASE DEVELOPMENT, PRODUCT MARKETING & BRAND MANAGEMENT

EDUCATION • Harvard Business School, Boston, Massachusetts

- Master of Business Administration (MBA) - Women Leading Business – Executive Program

• Harvard University, Cambridge, Massachusetts

- BA in Asian Studies cum laude. Included one year at Waseda University, Tokyo