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ROBERT SELDON, MBA
PROFILE
[email protected]
Proven marketing strategist with a strong business operations and sales enablement background
in both B2C and B2B environments. Highly accomplished in delivering results through precise
P&L management and turning around underperforming programs. Desirable ability to “tell the
story” at all levels of the organization by creating high-impact presentations supported by in-depth
data analysis. Certified in Lean Six Sigma methodologies.
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Budgeting & Forecasting
P&L Accountability
Financial Management
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Advanced Analytics
Process Standardization
B2B & B2C Marketing
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Lean Six Sigma
High Impact Presentations
Operational Excellence
PROFESSIONAL EXPERIENCE
Cox Communications – Atlanta, Georgia / West Warwick, Rhode Island
2007-Present
Corporate Manager, Segment Marketing (2013-Present)
Lead Cox’s $250M national mover marketing strategy consisting of new acquisition and retention marketing,
segmentation analytics, and both national and international sales operations. Plan, allocate, and oversee a
$2M marketing expense budget. Standardize local marketing campaigns into national programs to improve
performance and economics. Serve as company representative on industry-wide marketing partnerships.
 Standardized 30 different customer campaigns into a single program that drove $40 M in annual revenue,
increased products sold by 30%, and lowered disconnects 25% while reducing operational complexity.
 Headed a team of twelve Six Sigma Yellow Belts to identify and eliminate defects in the service transfer
process which recaptured $3.1M in lost annual sales opportunity and lower operating expenses $600K.
 Led the successful bidding strategy to win a national partnership with the United States Postal Service to
proactively market to and secure services for movers within our serviceable footprint.
 Established a 3rd party call center to handle move-related transactions which outperformed internal sales
teams on both relationships saved and leads generated within 2 months of initial launch.
Senior Manager, Product Management (2012-2013)
Managed the deployment of the commercial data product portfolio which included broadband, optical, and
cloud-based service delivery such as online data backup, security, and hosting. Created product roadmaps
and competitive positioning strategy for the full service portfolio. Prepared competitive market analysis to aid
in the development of new customer acquisition and current customer retention marketing programs.
 Aligned the broadband speed and pricing structure across three markets which simplified sales operations,
maintained competitive market advantage, and generated additional revenues in repackaged product sets.
 Designed an upsell program to migrate customers from grandfathered products onto new service platforms
which not only increased contribution margins by 16% but also improved customer net promoter score.
 Achieved 99.999% network reliability by establishing strong partnerships with local field engineering teams.
Senior Manager, Pricing & Bundling (2009-2012)
Designed the pricing architecture and packaging strategy for the residential product portfolio. Developed
models to predict impact to revenue and unit performance during rate actions. Led primary research efforts to
understand customer selection bias and brand effectiveness. Crafted segment-specific bundles to eliminate
white spaces in umbrella offer strategy. Partnered with multicultural sales leadership to win back share in
underperforming markets.
 Created a price sensitivity model then executed strategic rate actions on services identified as low-risk
which yielded incremental annual revenues of over $2M while maintaining current subscribership levels.
 Right-sized and resold over 180K customers during a 9-month period which achieved a 7.4% CAGR,
increased average revenue per customer by 5.1%, and resulted in no incremental lift in relationship churn.
 Developed a product bundling web app which lowered operational costs over $20K annually, increased
order accuracy 10%, and boosted unit performance for non-sales support channels 35% over holdout.
Manager, Product Marketing (2007-2009)
Performed all product management functions for the residential telephony product suite including service
deployment, regulatory governance, and network and capital management. Launched a residential cell phone
service as an MVNO complete with retail storefronts. Conducted primary market research to define and
defend our customer value proposition. Local region SME for the development, testing, and launching of new
ROBERT SELDON, MBA
[email protected]
service enhancements including web-based remote systems management and IMS infrastructure.
 Successfully bartered a co-branding agreement with the top national directory service for premium ad
space in exchange for cross-channel advertising to eliminate competitor share of voice.
 Reduced annual OPEX $1.2M by reengineering the customer premises equipment self-installation process.
 Increased response rates 74% on digital advertising through A/B offer testing, restructuring product
features and attributes, and through the optimization of messaging on the customer’s “call to action”.
 Tripled web sales volume overnight by identifying and eliminating web UX redundancies during checkout.
Comcast Corporation – Manassas, Virginia
2004-2007
Marketing Analyst (2006-2007)
Compiled large datasets from multiple sources, summarized findings, and presented actionable results to
decision-makers and stakeholders throughout the organization. Generated and maintained sales reporting to
support development of compensation plans. Determined ROI and IRR for proposed and renewing marketing
programs and gave guidance to increase offer value and competitive positioning. Managed a team of thirdparty subject-matter experts to forecast future operating and capital expenses by performing independent
benchmarking analyses against comparable MSOs.
 Constructed the fact base to propose and execute inventory and supply chain efficiencies which equipped
senior leadership to negotiate savings of over $1.4 million per year from outside vendors.
Marketing Coordinator (2004-2006)
Supported all sales and marketing activities in the former Adelphia Communications systems. Served as
primary marketing point-of-contact during the acquisition of Adelphia by Comcast Corporation in 2006.
 Managed six direct sales agents who led the company in new relationship connects and 3P bundle sell-in.
 Grew multicultural share of voice by successfully negotiating in-kind partnerships with local area
businesses in cultural areas which improved response rates and buys 19% over holdout.
 Increased sales production over 15% and optimized personnel capacity management by identifying critical
operating metrics and implementing performance tracking mechanisms.
EDUCATION
MBA (Hons), Marketing
BSc, Communications
Salve Regina University
Bridgewater College
2011
2004
CERTIFICATION
CSSGB, Lean Six Sigma
Cox Communications
2014
INVOLVEMENT
L.L. Bean “Discovery Project”
SAG-AFTRA, Principal Talent
Product Advisor for Hiking & Fly Fishing
Promotional Actor & Model for L.L. Bean
KEYWORDS
Project Management, Social Responsibility, Sales Enablement, SalesForce.com, Pricing, Requirements, Documentation,
Supply Chain, Quota Management, Goal Setting, Compensation, Employee Development, Quality Control, Packaging
2012-2013
2012