Carol Orenstein

Results

Saved $45MM per year at American Express by moving the sales force from bricks and mortar to virtual offices.
As an associate at Booz Allen working for a large, national retailer, identified 25% annual savings in legal and finance department costs through re-engineering.
Repositioned RMA (The Risk Management Association) from a narrow focus on “credit risk” to “credit, operational and market risk.” Expanded service offering bolstered membership and led to the creation of new risk tracking methodologies (i.e., Ops risk database).
Led scenario planning effort at the Wharton School’s Aresty Institute of Executive Education, leading to an enhanced focus on technology in program delivery and a deeper emphasis on “applied learning” as the core of the value proposition.

As CMO at the Wharton School’s Aresty Institute of Executive Education, managed team of 12 and $3.8MM marketing budget, delivering ROI of $3.33 per dollar spent.
Increased use of Web 2.0 (blogs, social sites); $2.5MM SEO/PFP campaign led to campaign ROI of $6.64.
Increased Web traffic +30% FY07; +36% FY06 through PFP/SEO focus and link building.
Marketing quantified as driving 34% of Open Enrollment product revenues.
Produced 20+ videos showcasing Wharton Executive Education’s programs.
Recognized by CFO and Harvard Business Review for “outstanding brand association and readership response.” Won six industry awards (Gold and Silver Addy for both video and print).
At RMA, 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.
At Campbell Soup, led a team representing every functional area of the company to bring to launch-readiness the company’s first-ever fruit drink, V8 Splash.
Placed Wayne Gretzky on Chunky Soup label (and in all elements of media mix) — 1st-ever use of celebrity spokesperson on a Campbell’s Soup can, generating +6% volume lift.
Grew V8 Vegetable Juice +12% in channels outside the grocery store.
Achieved highest-ever brand market share for $100-million Campbell’s Tomato Juice brand.