Carol Orenstein

Career Highlights

Consultant (General Manager Role). Retained to launch an executive education business for the Fox School of Business. Completed market assessment and business plan to make the business case for launch. Current marketing and business development activities include creating the website and all marketing materials, building a targeted client list, and establishing a market presence for the enterprise.
Focused on building a client base through personal networking and partnerships with key Fox stakeholders (faculty, administrators, friends of the school, alumni/ae). Additional required skills include the ability to articulate the vision; to collaborate with and build consensus among diverse stakeholders; to manage uncertainty and expectations; analytical skills; business/client development agility, and the marketing expertise to define and articulate Fox’s value proposition to all stakeholders.

Strategist. Led scenario planning, consultative sales training and employee engagement research. Re-organized the customer care function and recommended incentive compensation best practices. Analyzed faculty compensation and participation.
Chief Marketing Officer. Repositioned business, creating and marketing the Learning Continuum, signifying Wharton’s commitment to long-term client engagements. Successfully increased ROI of $3.8MM marketing budget to $3.33/$ spent, increased use of Web 2.0 (blogs, podcasts, social sites); $2.5MM SEO/PFP campaign with ROI of $6.64. Managed website. Traffic +30% FY07; +36% FY06 through PFP/SEO focus and link building. Produced 20+ videos. Won Gold and Silver Addy; CFO and Harvard Business Review: “Outstanding brand association and readership response.”
Managing Director for Wharton School Publishing, a global publishing business with 70 authors and 52 titles.

Chief Marketing Officer. Authored the strategic plan and presented it and other analyses to the Board of Directors. Helped re-position this Association from “credit” to “credit, operational and market risk.” Re-branding from Robert Morris to RMA—The Risk Management Association. Collaborated with key customers, employees, members, and customer service team to understand association membership benefits, trends and purchase patterns. Marketing team of eight used insights to develop and execute strategic marketing and communications plans driving enrollment in 350+ nationwide courses.
Managed the annual conference (500+ attendees), the commerce-driven website www.rmahq.org ($1.5MM/year online sales) and RMA Journal advertising ($250,000/year). Created two web-based videos highlighting membership benefits and the flagship product, eMentor.

Vice President and General Manager. Managed day-to-day operations; made presentations to prospective clients; wrote copy and created advertising for clients including US Healthcare, CIGNA, L3 and Ikea. Arranged for sale of company.

Marketing Manager, New Beverage Products. Led a cross-functional team to bring revolutionary new fruit beverage, V8 Splash, to launch-readiness.
Marketing Manager, Chunky Soup. Managed all aspects of the business for this $350MM Campbell's Soup brand. Placed Wayne Gretzky on Chunky Soup can (and in all elements of media mix) — 1st-ever use of celebrity spokesperson on a Campbell’s Soup can (+6% volume lift). Introduced four new SKUs.
Marketing Manager, Beverages. Hired and managed external beverage industry consultants to develop a channel strategy for the $270MM V8 vegetable juice brand, leading to +12% channel growth. As Marketing Manager, Campbell's Tomato Juice, achieved highest-ever brand market share for $100-million Campbell’s Tomato Juice brand.

Senior Director, Strategic Planning Group. Led teams of Associates on highly analytical projects supporting senior management. Analyzed strategic opportunities: “Should we buy Discover?” “Partner with Ford?” Led project, approved by the Board of Directors, to implement virtual offices for the sales force, leading to annual savings of $45MM.

Associate. Applying analytical skills including computer modeling, financial analysis and interviewing, developed strategic and organizational plans for Senior Management of national clients including Sears, S.C. Johnson, Pillsbury, and Sara Lee. Analyzed market trends and learned how to research complex industries quickly and thoroughly.