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Robert Cunningham

B2B Marketing Professional

Mableton, GA


Accomplished B2B marketing professional with category revenue attainment, revenue forecasting, marketing strategy, and P&L responsibility – along with previous quota-based sales, management and retail experience. 
Customer Retention - Overall responsibility for marketing into the Sage SMB software installed base for 12 of Sage North America’s business units (US and Canadian markets). Responsible for substantial revenue for Sage in after-market, connected services categories (Checks & Forms, Online Bill Pay, Retirement Services, Direct Deposit, Outsourced Payroll). Driving ~$13M in net profit (~$25M gross) annually. 
Customer Acquisition – Overall responsibility for the Sage retail presence in the US. Working with Software Category Buyers/Managers at traditional “big box” stores, online retailers, as well as distribution partners to ensure in-store facings, online merchandising, and category growth.

Work Experience

Senior Marketing Manager - Retail and Partner Programs

Atlanta, GA

October 2004 to Present

Strategic Marketing and Implementation 
Oversaw a very robust life-cycle based acquisition and retention Direct Mail and eMail marketing touch strategy. From copywriting and promotion development, to evaluating ROI and making adjustments as needed. (~2.5M customer touches annually). Also drove strategy and wrote copy for customer-facing microsites, SEO, PPC campaigns, and product catalogs. 
Revenue Forecasting 
Responsible for multi-year (24-36 months) departmental forecasting by month – to include industry conditions, new product introductions, price increases, annual seasonality, et. al. Also fine-tuned that forecasting with weekly in-month projections and participation in standing weekly meetings with C-Level colleagues and key stake holders. 
Communication (C-Level: Vertical) 
Effectively communicated project status via one-on-one’s with Sr. Director and Vice-President of Sales/Marketing as a direct report. Also, held various business strategy recommendation presentations to Business Unit General Manager, CFO, General Counsel, and Executive Vice President as subject-matter expert. 
Communication (Inter/Intra-Departmental: Horizontal) 
Public speaking at partner and customer conferences (general assemblies and break-out sessions) as well as campus-wide events. Led weekly internal and external team meetings, sales center call listening/calibration sessions, lunch & learns, quarterly sales recognition programs, and webinars. 
Contract Negotiation/Vendor Selection 
Instigated and negotiated two strategic contracts with external organizations representing ~$20M and ~$75M of shared revenue respectively. Also, used subject matter expertise to create multiple RFQ’s on behalf of the department. Formed new strategic partnerships to deliver products and services to customers. Also selected outsourced creative agencies. Negotiated contracts often included points for marketing rebates/expense funds. 
Expense Management 
Entrusted to manage an annual marketing expense budget of ~$1M. Created a department-wide system to track invoices and payments which included a dashboard to compare YTD figures against forecasted spend for the balance of the FY; managing the funds to $0 by year-end. 
Vendor and Partner Management 
Hosted standing weekly meetings with key external partners to ensure ongoing communications and project completion. 
Change Agent 
Drove cultural change within two external partner organizations. Moved their telephone agent’s customer engagements from transactional (order taking) to consultative in nature, through training, calibration sessions with call center management, remote monitoring, side-by-sides with Agents, and implementing an incentive plan that rewarded desired behavior. 
New Product Development and Launch 
Instrumental in delivering new category products to market. Key team member in product development, pricing, positioning in marketing collateral and sales center, and successful launches. 
Employee Development 
Used subject-matter expertise to hire, train and develop employees under my leadership. All have experienced successful career progression as we outlined, and continue mentee/mentor relationships.


Atlanta, GA

February 2001 to October 2004

Strategic Marketing and Implementation 
Responsible for setting the strategic direction of B2B direct marketing contact to IBM's premier customers within an affinity/loyalty program. Strategically led over 1M customer touches with resulting call-to-action response rates of up to 47%. Responsibility included proving the ROI of marketing fund allocations and quarterly presentations to upper management and internal funding sponsors. 
Communication (Inter/Intra-Departmental: Horizontal) 
Used interpersonal and project management skills to lead and coordinate efforts of a highly matrixed team of internal and external vendors that included advertising agencies, copywriters, lettershops, outbound telemarketing firms, Website managers, graphic artists, Business Unit Marketing Managers, as well as Market Data colleagues. 
Communication (C-Level: Vertical) 
Developed marketing objectives and established results reporting parameters with internal sponsors. Compiled, analyzed, and presented "set/met" success monthly, to executive management within several diverse business units. 
Strategic Marketing and Implementation 
Created five "Spotlight" Web pages within the domain that served as the primary B2B interactive communication vehicle for IBM's software brands (DB2, Lotus, Rational, Tivoli and WebSphere). The promotions, product information, consultant reports etc., were viewed by an average of 11K customers monthly. 
Strategic Marketing and Implementation 
Applied intimate knowledge of customer base to determine fit of available promotions. Used IBM-hosted customer Web sites as the primary merchandising vehicle and supplemented those Web page postings with direct marketing campaigns to spur incremental site visits and page views.


Atlanta, GA

October 1996 to January 2001

Consultative Sales


1997 to 2001

Closed consultative sales calls totaling $81M for FY’s ’97-’01, as part of an IBM midrange server (hardware/pSeries) account team for a major Telecommunications corporation. Contributed to team's surpassing of revenue objectives 4 concurrent years, ending each year with an average 112% revenue objective attainment against progressively aggressive targets.  
Problem Solving/Analytics 
Provided consultation through the evaluation of client's budget and technical need. Produced system configurations for internal/external customers. Recognized complex problems and developed solutions for clients based on judgment, creativity and technical knowledge, presenting recommendations in the form of "packaged" solutions. 
Opportunity Management/Revenue Forecasting 
Developed a department wide opportunity management tool adopted by all sales teams as input for the business unit's weekly sales forecasting requirement, resulting in increased account knowledge and management. 
Strategic Marketing and Implementation 
Teamed with the eCommerce business unit in the development of on-line order status functionality on the customer's IBM-hosted Web site.


Master of Business Administration in Marketing

The University of Georgia


Bachelor of Business Administration in Marketing

Clark Atlanta University