1. EXECUTIVE SUMMARY
ALEXANDRA Proven global leader of executable strategies: Skilled in designing executable strategies
• Building and leading interdisciplinary, inter-company strategy execution teams • Developing and
MOREHOUSE negotiating key partner agreements • Rapidly delivering profitable, high growth market breakthroughs
STRATEGIC ACCOMPLISHMENTS
• Developed distribution strategy generating 33% incremental revenues through two
new channels; transformed marketing from cost center to revenue source.
• Created disruptive media strategy, delivering revenues more than 20% higher than
industry average while slashing lead acquisition costs by more than 50%.
• Leveraged customer data mining strategy to achieve 300% increase in cross-selling
over 8+ years, delivering $102 million per year.
• Created PR strategy producing $56 million+ in ad-equivalent press coverage; won 30+
awards for media relations, philanthropy, and volunteerism, including Points of Light Award
from President George Bush.
• Revived seventh largest U.S. magazine VIA; increasing ad revenues 14% and subscriptions 7%
• Featured in Forbes, Business Week, The Economist, and Direct Marketing magazine for driving
profitable growth via multi-channel integration at Charles Schwab and AAA.
• Winner: “Most Influential Women in Business Award,” SF Business Times (2008, 2009, 2010).
EXECUTIVE SKILLS
• Strategy – Developing practical strategies for growing revenues and increasing market share
“Alex
partnered
strategically
• Marketing - Nationally recognized CMO, with expertise in global brand awareness, revenue
with
our
organization
to
growth, and strategic business planning.
develop
an
ROI
stratagem;
• Team Building - Achieve success through others. Adept at building teams that beat market
always
delivers
within
expectations by 20% or more. 12+ years’ average tenure among key direct reports. Ranked #1 in
budget…
my
group
gets
quick
collaboration in peer review.
responses
and
results.”
Mike
Bregante
CAREER EXPERIENCE
President,
AAA
AAA of Northern California, Nevada, & Utah, San Francisco, California 2002-2011
CHIEF MARKETING OFFICER 2002 - 2011 | CHIEF STRATEGY OFFICER 2004-2009
“Alex
Morehouse
is
one
of
the
• Maximized customer acquisition, cross-selling, and retention throughout explosive growth (from
rare
individuals
who
fully
three states to 20), establishing first ROI measurements and leveraging behavioral, trigger-based
comprehends
business
marketing methods.
strategy
and
how
to
drive
• Managed 200 reports in PR, social media/electronic marketing, branding, government relations,
revenues
with
innovative
research/analytics, media relations, corporate giving/outreach, traditional/digital publishing,
marketing.
She
is
at
home
in
IT
in-house design, and retail collateral, as well as $110-million budget.
• Increased profits $47 million by increasing customer retention from 85.3% to 89.1%
as
she
is
in
finance,
product
• Created company’s first uniform brand standards, architecture, and naming conventions across
management
and
operations.”
200+ systems and 12 legal entities, consolidating chaotic brand elements to produce consistency.
Craig
Sherman
Benchmark
Capital
Charles Schwab & Co., San Francisco, California 1999-2002
CHIEF MARKETING INFORMATION OFFICER
“Alex’s
passion
for
the
• Maximized profits and customer satisfaction by creating 15%+ rise in customer response rate.
intersection
of
advanced
• Developed and executed marketing programs to maximize profits by leveraging statistical trade
technologies,
leveraged
data
and transaction analyses.
systems
and
creative
engagement
has
really
inspired
Ancestry.com, San Francisco, California (formerly Third Age Media) 1998-1999
us
all
to
develop
the
most
EXECUTIVE VICE PRESIDENT | CHIEF MARKETING OFFICER
successful
program
yet
for
AAA
• Developed ground-up marketing functions for venture-backed, $120-million online portal.
• Restructured marketing functions and budgets in 90 days; cut customer acquisition costs by 68%.
…
driving
remarkable
results.”
Courtney
Beuchert
President,
Eleven
Agency
American Express; New York New York & San Francisco, California (Epsilon) 1986-1997
CUSTOMER DATABASE DEVELOPMENT, PRODUCT MARKETING & BRAND MANAGEMENT
P.O.
Box
1706,
Ross,
CA
94957
EDUCATION
Home:
415.459.8863
• Harvard Business School, Boston, Massachusetts
Cell:
415.806-‐1701
- Master of Business Administration (MBA)
alexandra.morehouse@yahoo.com
- Women Leading Business – Executive Program
• Harvard University, Cambridge, Massachusetts
- BA in Asian Studies cum laude. Included one year at Waseda University, Tokyo
