About Coleen Corbett

C   CONSULTING                                                                                      Glen Rock, NJ
Principal & Founder                                                                                                          8/07 – Present

Independent consultant with 10+ years marketing experience including extensive online, retail and market
research background.   Current and past clients include Babies”R”Us, The Economist and ApplyWise.

Services Include:
-online marketing strategy
-customer acquisition programs
-user experience refinement


Recent Clients/Projects:

Babies”R”Us – retail & ecommerce segment

completed brand positioning research using Zoomerang’s online focus groups
led online coupon pilot tests with display ads, paid search & affiliate advertising

served as project manager coordinating activity between agency, IT, .com group and BRU
marketing team to test various consumer offers with tight lead times
defined KPIs and metrics scorecard
test generated $1.3mm in profit and 5x ROI

store locator enhancements on Babiesrus.com

wrote business requirements document including use interface modifications
created financial cost/benefit analysis for project

gift card marketing strategy for 2008

created gift card strategy document for presentation to President of Babies”R”Us
recommendations based on industry research, competitive analysis and meetings with internal
stakeholders

The Economist – subscription & publishing segment

SEM campaign with Google/Yahoo for Economist.com

managed agency and built out content keyword campaign; core objective was driving cost–
efficient traffic to Economist.com. Target CPC for one month campaign was $0.70; campaign
yielded average CPC of $0.63.

Economist.com audience research survey

directed all aspects of large, global survey from initial RFP process with survey vendors, to
questionnaire design, project management and final report.
survey results, including findings on social media behaviors, are driving marketing strategy and
user experience road maps

ApplyWise – start-up company offering online college admissions counseling service

managed development of landing pages for newly launched website

tested copy, page layout and design elements to maximize online trials

TOYS"R"US                                                                                                    Wayne, NJ
                                                                                                             9/98 - 7/07

Director of Baby Registry, Babies”R”Us                                                       1/06 - 7/07

Researched, evaluated and implemented strategic registry marketing programs across 250+ stores &
online.
Drove an 8.4% increase in registry creations and 5.9% increase in registry sales during first year; Babies”
R”Us and Babiesrus.com registered over 1.2mm expecting parents and generated $491mm in registry
sales during 2006.
Launched new registry completion program to drive incremental purchases post-birth; program drove
$11.4mm in net coupon sales in first 9 months and is profitable.
Increased average $ value sold per registry 5.2% in 2006 over prior year; launched monthly email
newsletter for prenatal registrants that contributed to this growth.
Following termination of Amazon.com contract, successfully relaunched online registry service within
90 days; 80% of registrants surveyed post launch rated the new registry service as superior to the old
one and said it exceeded their expectations.
Conducted registry ideation research with expectant moms to identify key customer needs; Led RFP
process with research vendors, negotiated vendor contract and managed final research project with
Ideas to Go.
Designed and led registry benchmarking research project that was executed by field marketing
representatives; results compared the Babies”R”Us registry services to 22 other registry retailers (baby
and wedding) and covered both online and in-store experiences. Results were used to drive new
registry initiatives such as the President’s letter and nudge email.
Managed SEM campaigns for online Baby Registry
Monitored and refined user experience for registry in collaboration with store operations, guest
services and .com teams.
Upgraded in-store registry kit and all related collateral to be more modern and user-friendly.

Marketing Director, Babiesrus.com 1/01 - 12/05

Led development and launch of initial Babiesrus.com website.
Built first online registry service & led integration with both in-store registry service and Amazon.com.
Developed and managed all monthly marketing promotions and homepage content.
Launched “Baby Store News” email program with Amazon.com and developed a new customer
acquisition program that targeted purchasers of pregnancy books at Amazon.
Refined online registry experience through focus group research, usability studies and A/B testing.
Oversaw project managers at Toysrus.com and Amazon.com to develop new site features such as"
Quick Start Registry" and “Accessories by Color” that drove up average registry value & basket size.
Monitored call center activity to troubleshoot registry problems.

Marketing Manager, Toysrus.com 9/98 - 12/00

Managed all online marketing plans for Toysrus.com with annual budget over $2mm.
Oversaw email marketing & large portal relationships including AOL, MSN and Yahoo.
Managed day-to-day contact with online ad agency.
Negotiated contracts with business partners and vendors.
Executed online promotions and sweepstakes in conjunction with sales promotion group.
Managed credit card marketing partnerships with American Express and Visa including extensive Free
Shipping program.
Managed content and creative development for site features: “The Toy Guy” and “Charitable Efforts.”

RANDOM HOUSE                                                                                      New York, NY
New Media Division                                                                                 6/94-9/98

Marketing Manager                                                                                            6/97- 9/98

Managed business partnerships/online marketing promotions with third parties such as Netscape and
Third Age.
Created and marketed special online book offers for consumers (e.g. signed editions, 2-for-1 offers).
Conducted online user surveys in partnership with third party market research firm.
Initiated development of database to store all consumer information collected in online guestbooks.
Executed email marketing campaigns to market upcoming releases and special online offers.
Oversaw web site traffic reporting and ad banner creation/placement.
Managed two new business-to-business sites with marketing resources for booksellers and librarians.

Assistant Marketing Manager 9/96- 5/97

Performed online PR/marketing for Random House website and promoted major authors including
Michael Crichton, Anne Rice and Dr. Seuss.
Managed ad banner inventory and reporting.

New Media Coordinator 6/95 - 8/96

Supported expanding New Media division and participated in launch of first Random House website.

Administrative Assistant 6/94 - 5/95

Provided office management and support activities for the President of New Media.

MCI TELECOMMUNICATIONS Rye Brook, NY
Sales Representative 6/93 - 5/94

Successfully sold telecommunications services to small and medium size businesses.
Achieved 100+% quota 6/93 - 5/94; completed formal sales training program.

GUINNESS BREWING, INC. London, England
Marketing Intern to the Harp Lager Brand Group 10/92 - 12/92

Coleen Corbett
marketing & ecommerce professional

WORK EXPERIENCE:

EDUCATION:

GEORGETOWN UNIVERSITY
B.A. Degree in American Studies, May 1992
Magna Cum Laude, 3.8 GPA; 4.0 GPA in major.

WEBSITE ANALYTICS:

Completed Omniture's web-based training for Site Catalyst in 2008.
Experienced in Site Catalyst, Google Analytics and WebTrends.

-consumer research
-A/B tests and landing page design
-SEM campaign management