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LIBBIE MORA

Lakewood, NJ 08701 a lm81328a@westpost.net a (732) 363-1520


Delivering value as a key driver of innovative strategy, specializing ina
MARKET RESEARCH & CONSUMER INSIGHTS

Highly accomplished and customer-focused research professional with more than 30


years of comprehensive experience in diverse marketing and sales-driven roles i
n domestic and international sectors. Exceptional communication and leadership s
kills support expertise in both original and syndicated advertising and marketin
g studies on a global level, ensuring absolute fulfillment of corporate and clie
nt goals as well as long-term objectives. Progressive problem solving combines w
ith a staunch dedication to performance excellence, which maximizes productivity
and breakthrough results across the corporate environment. A collaborative spir
it and enthusiastic drive toward developing new business opportunities from rese
arch insight amplifies brand influence and marketing success.
a Custom research clients include; Bombardier, Gemological Institute of America,
Tumi, Chanel, Brooks Brothers, Canada Tourism Commission, Hawaii Tourism Author
ity, Ralph Lauren, Pepcid, San Pellegrino, and more.
CORE PROFICIENCIES
Branding
Budgeting
Cost Reduction
Customer Service
International Business
Market Analysis & Research
Needs Assessment
Presentations
Process Improvement
Project Management
Sales Development
Team Leadership & Motivation
Training & Development
Vendor Relations

CAREER CHRONOLOGY
American Express Publishing a" New York, NY
2003 a" 2010
Division of American Express Corporate, which produces 4 titles (Travel & Leisur
e, Food & Wine, Departures Magazine, Executive Travel / SkyGuide) and several an
cillary products including book and wine clubs.
DIRECTOR OF CORPORATE RESEARCH & INSIGHTS, 2009 a" 2010
Oversaw $1.5M in research budgets as well as development and training for a sele
ct team of researchers and analysts, including interviews, hiring, motivation, a
nd education for new resources. Orchestrated primary research needs assessments
across corporate entities (magazines, websites, books, products and services, sa
les and marketing, and custom solutions) and liaised on design, data analysis, r
eporting, presentations, and overall recommendations. Spearheaded best-in-class
reporting decisions regarding database information, syndicated data, and other r
esources for all titles. Supported vendor selection, ensuring compliance with Am
erican Express rules and risk guidelines.
Key Achievements
a Pioneered establishment of the corporate research department to accommodate al
l titles and divisions in becoming centers of excellence, with seamless service
to the sales, marketing, and publishing staff.
a Improved advertising engagement by prompting transition to a new sophisticated
method of ad measure, already attaining ROI and positive feedback from advertis
ers.
a Reduced costs by negotiating corporate (versus individual title) contracts wit
h vendors and driving multi-year commitments to enhance savings against annual r
ate hikes.

RESEARCH DIRECTOR (DEPARTURES MAGAZINE), 2008 a" 2009


SENIOR MARKETING MANAGER (DEPARTURES MAGAZINE), 2003 a" 2008
Coordinated primary, secondary and syndicated research throughout every phase fr
om scripting to database mining, fieldwork, and data analysis. Augmented the mag
azine's competitiveness in the global marketplace as a luxury lifestyle publicat
ion, securing compatible research standards and protocol with international sell
ers. Streamlined and enhanced functionality of the American Express database to
produce global information and complement advertising activities and sales. Orig
inated comprehensive research studies by topic (travel, home and real estate, fa
shion, auto) to expand overall coverage and provide advertisers with in-depth af
fluent consumer marketing information. Developed research tools (such as an elec
tronic request system) that increased existing market share, boosted new categor
y growth, while raising productivity and creating a series of competitive market
ing and sales reports.

LIBBIE MORA a" Page 2


Key Achievements
a Established Departures as the first virtual edition publication on the Standar
d Rate and Data Service (SRDS) website, which resolved image problems and suppor
ted the education of media planners regarding the magazineas editorial and adver
tising culture.
a Launched daily news briefs for worldwide sales staff on topics of interest to
generate communication opportunities with agencies and clients, and enhance pres
entations and merchandising proposals.
a Built and managed Departuresa Luxury Advisory Board to drive both industry and
client-specific custom research.
Boston University, College of Communication a" Boston, MA 2000 a" 2003
One of the top schools in the country, comprised of 3 Communications divisions o
ffering BS, MS, and MFA degrees: Advertising, Public Relations, and Mass Communi
cation; Film and Television; and Journalism.
ASSOCIATE PROFESSOR
Taught graduate and undergraduate courses (including Integrated Marketing Commun
ication; Advertising, Media Buying, and Planning; Ad Management; Introduction to
Advertising). Instructed student teams in creating plans for new or enhanced pr
oducts, serving in diverse roles for each marketing program. Accelerated student
knowledge in communication theory and practice, analysis of media forms, consum
er behavior and psychology, research and writing, creative goals and execution,
ethical responsibility, and relationships among advertisers, agencies, media, an
d suppliers.
Key Achievements
a Advanced students in continuing department studies based on Introduction to ad
vertising course performance, with more than 90% electing to pursue additional c
ourses of personally-led instruction.
a Directed one-on-one tutorials with international ESL students, enabling a 100%
pass rate across all levels.
a Innovated media buying and selling curriculum to mirror real-world situations
beyond the capacity of any available textbook.
a Key contributor to the admissions process, providing valuable insight into gra
duate candidate reviews.
PRIOR EXPERIENCE
Primary Research Manager, Business Week
Marketing Information Director, Fortune Magazine
Associate Director of Marketing Information, Fortune Magazine
Sales Information Manager, Fortune Magazine
Research Associate, Fortune Magazine
EDUCATION
Master of Science, Communication Research a Boston University a" Boston, MA
Bachelor of Arts, History a Boston University a" Boston, MA
PROFESSIONAL DEVELOPMENT & ASSOCIATIONS
a International Advertising Association (IAA)
a Magazine Publishers Association (MPA)
a Advertising Women of New York (AWNY)
a National Association of Female Executives (NAFE)
a The Luxury Institute
Computer Proficiencies: PC & Macintosh platforms

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