| Career Experience at DayJet |
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DayJet Corporation - Boca Raton, FL
Senior Cartographer & Director of Market Planning
December 2002 – September 2008
As one of the Founding Members of DayJet who collectively launched the world's first Per-Seat On-Demand very light jet airline, daily responsibilities included:
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Business Intelligence - Worked directly with the Executive team to grow the business based on actionable data, with responsibility for launch market planning, customer analytics, and maintaining DayJet’s Jet-Atlas geo-data warehouse.
Market Growth – Worked directly with CEO and Executive Team for all market selection. Expanded DayJet’s market presence from 5 cities at company launch to 60 city destinations after a year of service.
Sales Growth – Worked directly with CFO and Executive Sales team to monitor and cultivate all selling opportunities. Expanded DayJet’s customer base from 500 customers at company launch to 2400+ customers after a year of service.
Cartographic Output – Created all maps, GIS analysis and all cartographic output for the entire company.
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| e-Marketing - Co-designed and executed all direct e-marketing campaigns, from prospect & customer segmentation, HTML” look and feel”, to tracking and re-import into CRM. Eblasts statistics averaged 35% open rates and 18% click thru’s.
Sales Management - Managed the Sales team, rebalanced sales territories, assigned tactical objectives and created data tracking thru CRM to drive lead generation - from “first marketing response” to sales “close won”. Conversion rates for qualified opportunities averaged above 40%.
Lead Generation - Co-designed and managed a lead generation system that produced qualified leads for Sales. Generated 10,000 leads from website, microsite, Tele-Sales and marketing activities.
Customer Relationship Management (CRM) - Co-designed DayJet's SalesForce CRM and maintained the CRM environment as the lead Marketing CRM administrator. Created an executive dashboard series used by the senior staff for Sales & Marketing measurement. CRM project fully implemented in 3 months.
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| Financial Analysis - Provided competitive analysis to the CFO and Finance team for predictive modeling & forecasting to assess market penetration and to gauge future market demand. Generated quarterly sensitivity studies for review to DayJet’s Board of Directors.
Community Market Development – Created and “took to market” Community buy-in programs to leverage new markets for economic incentives in exchange for air service and connectivity.
Customer Retention - Used demographics, customer segmentation & geo-spatial analysis to assist in customer acquisition & retention. Built the company’s metrics for customer lifetime value and measures of Recency-Frequency-Monetary (RFM) in travel spend.
Market Research – Directed primary qualitative focus groups across 12 cities in 7 states & conducted 1,400 quantitative web survey & phone interviews to define the typical DayJet customer travel profile.
Customer Touch Initiatives - Redesigned customer primary touch point experience to balance call in traffic to Customer Care, Sales and other departments accordingly. Customer satisfaction & on-time rates exceed 95% for a start up on-demand airline.
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