Piera A. Palazzolo
VP, Digital Marketing, Visual, American Management Association
Skilled marketing professional with solid experience in online services, strategic planning, direct marketing, brand awareness advertising, product launches, public relations and market research. Experience includes both consumer and business-to-business marketing. As its first woman senior executive (outside the Carnegie family), Mrs. Palazzolo joined Dale Carnegie Training in 1993 and was elected to the Senior Leadership Team in 2002.
SENIOR VICE PRESIDENT OF MARKETING – DALE CARNEGIE TRAINING New York, NY 1993-Present
Development and supervision of online and offline marketing programs including planning, budgeting and implementation of national and local efforts.
Accomplishments include: Responsible for developing and delivering marketing strategy to support the achievement of strategic growth in key sectors. Member of the senior leadership team, reporting directly to the President & CEO. Developed and planned global and regional marketing plans for wholly owned and franchised operations. Working closely with the local executive teams to ensure alignment with their strategic goals. Responsible for recruitment, development, and leading a marketing team, responsible for the full mix of marketing activities including – Brand Management, Public Relations, Event Management, Marketing Communications, Market Research, and Marketing Analytics. Overall responsibility for all on-line marketing activities, including website development in over 25 languages, social media, web advertising, SEO, PPC, email marketing, etc. Responsible for North American direct mail program which led to growth of the seminar business for key cities. Achieved an average 15% increase year-over year of e-commerce revenue. Developed a closed-loop marketing process to effectively track responses through the sales funnel to leads and revenue. Launched smartphone app(s) which became the #1 selling paid business app(s) in the Apple iTunes store in over 15 countries. Implemented a lead nurturing program to ensure warm leads continued to be nurtured through marketing outreach until they were ready to be handed over to an account executive. Oversaw the development from concept stage through execution, of customer communication initiatives that support retention, referral, revenue and branding goals. Manage the generation and promotion of research based, impactful thought leadership pieces to drive brand awareness, generate qualified interest and leads, and to solidify position in the marketplace. ? Responsible for marketing content strategy – the planning, creation and execution of content to generate interest in and awareness of the Dale Carnegie Training Brand and leads for the sales force.
VICE PRESIDENT—ACCOUNT SUPERVISOR – J. WALTER THOMPSON New York, NY 1985-1993
Experience spanned a varied client roster from online marketers to traditional direct and mass marketers.
• Planning, testing and launching of a pioneering online service through a joint venture by CBS, IBM
and Sears: Prodigy. • Developed and implement direct response efforts for Prodigy that included both acquisition and retention campaigns. Coordinated efforts with General Awareness division to ensure an
integrated marketing approach. Celebrated with client the enrollment of its 1 millionth member. • Developed launches for co-branded or affinity credit card issuers including Ford Credit Card and
GE Capital’s Rewards Card.
• Developed retention programs for financial services clients including Integrated Resources andMerit Mutual Funds and Associates Financial Services. • Managed Dale Carnegie Training North American advertising budget and promotional efforts.• Supervised staff of 6.
SENIOR FOREIGN LANGUAGE TUTOR – Oxford Institute, Palermo, Italy 1983-1985
Taught English as a second language to a diverse student population of medical professionals, clergy and researchers.
EDUCATION Master’s Degree in Literature & Foreign Languages – Universita’ degli Studi di Palermo, Palermo, Italy 1984
Digital Marketing Strategy Program – Columbia University Business School, New York, NY 2012