Grand Canyon University

Northern Arizona University

SVP Marketing Strategy & Analytics at IWCO Direct   -  Former Ad Agency President  -  Marketing Strategist

Key clients include: AVANT, CONNS, DISH, eHEALTH, ENDURANCE, NAVY FEDERAL, SUNTERRA, TRUGREEN and many others.

IWCO

SVP Strategy & Analytics

CMO: Key clients include Comcast, Time Warner Cable Business, Charter Communications, Medica, Sun Basket, SuddenLink Communications, J.G. Wentworth, One Main Financial (Springleaf), CashNet, AAA Life, Solar City, Hughes Net.

Chief Marketing Officer

Key clients include Comcast, Time Warner Cable Business, Charter Communications, Medica, Sun Basket, SuddenLink Communications, J.G. Wentworth, One Main Financial (Springleaf), CashNet, AAA Life, Solar City, Hughes Net. 

Performance improvement consultant to IWCO Direct’s National client base, providing integrated improvement recommendations, and advertising plans. Increased IWCO Gross revenue per account improving client GRR, NRR, and reducing IWCO customer attrition.

•	Examples of DM improvement include: 60-200%+ improvement in GRR through strategic Direct Mail testing in the financial services, health insurance and telecom campaigns.
•	Examples of individual mail package improvements range from 30%-200+% (test v. control). 
•	Key strategic resource for 15 top producing direct marketing sales professionals, supporting Marketing Services related New Business efforts as well as providing strategic multichannel recommendations for client growth.
•	Development & deployment of factorial testing for direct mail improvement (Full, and Fractional).
•	Development of agency and DM strategic contracts that include model development, ongoing test and learn, multi-channel deployment and measurement components.
•	Key role in the acquisition of over $100,000,000+ in new print production revenues not directly attributed to the Marketing Services Department (Agency) P&L.
•	Established agency supply chain including media analytics, targeting analytics, expanded creative resources, media buying and planning (digital and traditional), multi-cultural translation resources, and broadcast production resources.
•	Expanded Partnerships & Supply Chain agreements with: DataLab. Virtual DBS, InfoGroup, Allant, Accudata, All Media, Mercury Media, Novus Media, ID Media, Eleventy, and many others.

Group Account Director for Cox Communications (Arizona) and XOOM online money transfer.
(See Cox.com/Arizona or XOOM.com).
• Increased revenues from Cox, doubling AGI from one million to over two million annually. 
• Developed plans that when implemented provided over 65% of all lead generation and RGU growth in the Cox Arizona system. 
• Responsible for planning and managing deployment of over 20 million dollars of integrated media including:   Direct mail (3+ million units per month), online media (Facebook, YouTube, Banners, SEM and Display) and shared mail (Valassis, Val Pak etc.)
• Developed Cox Arizona’s lifecycle communications program consisting of:  On-boarding, upgrade, campaign migration, loyalty, education, and win-back programs. (Saved over 2,500 RGUs in the first 90 days and over 430 customers).
• Extensive planning work with COX executives (EVP, Director and VP) developing and adjusting marketing strategy to reach lead and connect goals.
• Managed development and deployment of shared mail, in store and broadcast marketing).

Direct Partners (RAPP LA)

Group Account Director

Wesley Sparling develops and implements targeted direct response marketing programs. Consults with clients regarding new customer acquisition strategy and relationship marketing. Wes Sparling's clients have been fortune 1000 companies. 

Provides a wide spectrum of sales and marketing services including: Strategy, program development, ongoing program management, data mining, systems integration, and production management services. View diamondpointconsulting.com for development consulting, and responseutopia.com for direct response consulting.

Notable Accomplishments
2009-2010 - Branded and positioned a condominium development in Maui. The Club Residences at Aina Nalu. Developed a comprehensive brand strategy, graphic identity, messaging, and promotional materials. Worked with Expedia Corporation to create a VIP activities discount program. Promoted the community by developing an international broker program. Traveled extensively to present the development to brokers and agents throughout the USA and Canada. Supported the broker program through radio and print advertising in key markets.

Response Utopia & Diamond Point Consulting

Owner & Managing Director

Created a comprehensive brand platform and graphic identity for Bachmann Springs luxury home development in Southern Arizona.  Researched competitive developments. Created branded marketing materials and developed a comprehensive integrated marketing plan to promote the development. Tactics included development of an international broker network, one-to-one communications, broadcast media, targeted direct marketing, media relations, and luxury events targeted to ultra affluent buyers. Managed a four million dollar marketing budget. Began implementation of a four year plan but was unable to continue due to funding shortage and real estate market crash.

Bachmann Springs (Luxury Home Development)

Marketing Director

Founded and successfully grew an integrated marketing agency for eight years. Acted as primary marketing strategist (account planner) for the agency. Was responsible for all agency financial management as well as oversight of individual client marketing budgets in excess of 12 million dollars. Was responsible for initiating and maintaining relationships with VP and C-level executives. Developed and managed the implementation of integrated (multi-channel) marketing campaigns for clients including Cox Communications, Bankfirst, California Overnight, Lajitas Resort Development and others. Have full responsibility for the P&L, capitalization, budgeting, and overall agency operations. Developed all policies and procedures for internal agency departments including production, creative, and account service. Extensive history working with and managing outside suppliers, partner agencies, and contracted specialty agencies (online and offline). 
	
Notable Accomplishments
2002-2008 - Responsible for all direct marketing for Cox Communications in Arizona. Developed and launched acquisition and migration campaigns adding over 100,000 new connections each month and providing over 70% of all new customer acquisitions.

2005 - Redesigned and repositioned the Union 76 fuel card program, developed a national direct marketing campaign that increased activation and usage of the 76 fuel card and produced response and usage rates of over 9%.

1998-2000 — Launched the Open University in the United States under the brand US Open University, using national online marketing, direct mail and email campaigns. Doubled student enrollment each year for three years.

1997-1999 — Branded Bankfirst’s Visa credit card program. Launched nationally through multi-channel campaigns. Built the card portfolio from less than 200 cardholders to over a million cardholders in less than 3 years. Generated over $40,000,000 in annual fee revenues for Bankfirst.

SCS Group, Inc. (Direct Response Agency)

President & Founder

Hunt DDB Direct, part of the DDB world wide network (Phoenix office). 
- Managed over 60 million dollars of national consumer direct mail business in the financial services category.
- Managed a local and a remote creative department including: copy writers, art directors and production managers.
- Developed marketing strategies for local and national clients.
- Managed print and direct mail production on key clients, and developed creative marketing solutions for mixed media campaigns (print, television, mail, etc.).
- Implemented marketing programs for Bank of America, U.S. West (Now Qwest), IBM, NetPro, Visio software and many others.

Wes E. Sparling