Byrne's 20-year direct marketing career includes accomplishments as
a marketing manager, database consultant, and senior ad agency executive.
||Spans consumer, business-to-business,
and not-for-profit marketing as a user and provider.
Encompasses all key applications: customer acquisition, cross-marketing,
retention, and renewal as well as inquiry and lead
||Includes all major direct response
media from print to electronic media. The common thread in his
background is making businesses "bigger, better, leaner,
keener, slicker, quicker and more profitable!" Tom
calls it "Continuous Improvement Marketing."
The ideas behind Continuous Improvement
Marketing started when Tom launched and managed a lead generation
program for Pitney Bowes. He grew it into the largest sales support
program in its category, providing 550 field sales representatives
with over 5,000 leads per month. During the seven years Tom directed
the program, the number of leads increased yearly and the
cost-per-lead and cost-per-sale decreased yearly. This was done
through longitudinal planning, controlled testing of new audiences
and lists, judicious development of new offers and creative executions,
early elimination of under-performing program elements, forward
planning of production, accurate application of seasonality and
customer purchase patterns, and great diligence in tracking and
analysis. The Direct Marketing Association (DMA) recognized his
work with its Platinum Echo Finalist award, a designation reserved
for programs with a minimum of five years of sustained performance.
Throughout his career he has always
sought out, and been sought by, the best in the business. During
the last five years, the DMA elected four of his past bosses and
clients to its Hall of Fame. He’s guest lectured at three universities,
written articles for DMA publications, taught industry newcomers
through the Chicago Association of Direct Marketing's Basic Course,
and organized numerous direct marketing and business seminars.
His MBA is from Northwestern University’s
Kellogg School of Management and his BA degree is from Creighton
University. In January he completed an eight-week Advanced MBA certificate
program from Tulane University's Freeman School of Business.
Tom also has rewarding non-business
accomplishments. These include: restoring an antique automobile,
saving a life, winning elected public office, and training a housecat
to do tricks.