Kathleen A Boyd is a strategic, innovative and quadrilingual international marketing leader who consistently has improve...
KATHLEEN A. BOYD
[email protected] Cell: 713-306-4665
Houston TX 77009-7401
EXECUTIVE SUMMARY Strategic, innovative and quadrilingual international marketing leader who consistently has improved financial results via transformative and acclaimed brand and customer-centric megaprojects (up to $150 million). Sees both aerial view and nitty-gritty details to zero in on strategic imperatives. Business and intuitive acumen to involve right people in crafting solutions (optimization). P&L, large staff leadership and budgetary experience at $200 million level. Business experience in 21 countries. PROFESSIONAL EXPERIENCE Director, Rice University Centennial President’s Office & Resource Development RICE UNIVERSITY Houston, Texas August 2008- April 2013 Pre-eminent private research university ranked among world’s top 100 universities. $4.3 billion endowment. $1.1 billion raised exceeds $1 billion goal of Centennial Campaign.
Rice’s Centennial Celebration re-energized its Centennial Campaign, raising $200 million in 2012 alone. Recruited by trustee and hired by President to build start-up organization in four years: Rice’s Centennial Celebration. As intrapreneur, orchestrated and broadcast multi-year operational and marketing build-up to 2012 centennial, with limited staff and 1500+ volunteers. Presented quarterly Centennial Celebration updates to Rice University Board of Trustees. Assembled and mobilized board a.k.a. Centennial Commission: three co-chairs (one on each coast) and 75 distinguished members, including founding families (e.g., James A. Baker III). Weaved Rice’s story (social media emphasis): brand identity; strategic positioning; books; on-campus & off-campus exhibits; website, digital, print and 3D communications; Spectacle. o 15 million media impressions o 1.5 million readers viewed front-page Rice Centennial stories in Houston Chronicle. o Spectacle (http://vimeo.com/53959151) experienced by 10,000 and >50,000 online. Spearheaded event planning including 35 centennial and 120 homecoming events. Engaged and captivated internal and external audiences across stakeholder groups. ~25% of alumni attended (vs. 6% in non-centennial year), along with 20,000+ community members. President & Owner
KATHLEEN BOYD & ASSOCIATES
Houston, Texas
1996-2008
Originated and evolved successful and sustainable brands and products. Ensured sustainability and superior financial results by company-wide and cross-functional collaboration, leveraging available resources. Select clients: Air France, Aircraft Guaranty Corporation, Alitalia, Cleveland International Airport, Continental Airlines, DFW International Airport, EgyptAir, Gelb Consulting, June Rives Public Relations, Multicultural Healthcare Associates, Northwest Airlines, South African Airways, US Airways.
Totally revamped one of largest U.S. airports via new brand and customer experience program, attaining new level of clarity and excellence in customer journey. Authored cutting-edge internet product and pricing strategy for energy industry subscription portal, maximizing membership and increasing revenues by ~50%. Incisive customer research for healthcare firm resulted in critical epiphany: all business was motivated by government regulations (not eight different reasons per client business plan). Designed and implemented intra-European business class brand with 25% net revenue gain. Increased market share and profits via game-changing transatlantic class: Northwest Airlines’ World Business Class http://www.youtube.com/watch?v=tEVLd13cSTI.
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CONTINENTAL AIRLINES Fifth-largest airline in the world, known as customer-centric, forward-thinking, and profitable $13 billion company with 40,000 employees, 350 aircraft, serving 300 cities.
Managing Director-Alliance Marketing Paris, Rome, Houston 1994-1996 Reported directly to Executive Vice President, Corporate Affairs (#2 at airline). Forged, implemented, nurtured and marketed airline partnerships, navigating government regulations and highly-engineered systems with deep understanding of critical business drivers. Select partners: Alitalia, Air Canada, Air France, CSA Czech Airlines, Japan Airlines and SkyWest. Crafted sustainable and enduring relationship with Air France: $200 million alliance. o Leveraged existing relationships via frequent flyer program marketing and promotions. o Pioneered travel agency incentive program inclusion of partners. Advanced airline alliance with Alitalia Airlines, bypassing significant roadblocks, and gaining entry to otherwise impenetrable Italian market and $12 million net profits annually. Director, Product Development Houston, Texas 1988-1993 Designed product (customer experience) across all touchpoints based on customer input and cross-cultural concerns, collaborating with operational departments. Masterminded BusinessFirst™, revolutionary international business class, doubling market share, contributing $100 million net profit in year one and successfully exiting bankruptcy. o Oversaw product launch, working shoulder-to-shoulder with sales and advertising. o Ensured “If they bought it, they got it” during implementation. P&L responsibility for Presidents Club program. Supervised staff of 200 team members. o Executed turnaround of unprofitable clubroom program in less than two years: achieved $1.6 million net profits on $6 million annual revenues and increased membership 22%. o Increased satisfaction and renewals 55% by establishing in-house service center. Developed and implemented $150 million corporate identity within five months, resulting in complete internal and external image turnaround. Directed onboard revenue programs; annual revenues exceeded $20 million. Selected award-winning wines for 12 years, burnishing airline’s reputation. Personally recognized by Bordeaux wine society for featuring high quality French wines inflight. Navigated rocky shoals to craft revenue-conscious and customer-driven aircraft design and layout, collaborating extensively with aircraft engineers, aircraft and seat manufacturers. o Augmented customer satisfaction and revenue via $37 million program to give customers more legroom and to standardize fleet, improving operational performance. o Acknowledged by Airbus executive as being one of “key executives who helped take Continental from turbulent times to being the best US air carrier to both work at and fly on.” Saved airline from misleading duty free joint venture agreement initially endorsed by CEO – negotiated alternative risk-free and more lucrative concession solution. Manager - Product Planning Houston, Texas 1984-1988 Planned inflight product: food, beverages and inflight entertainment. $100+ million budget. Brokered $4 million savings in food costs for sister company Eastern Airlines. Achieved “seat at table” of CEO Frank Lorenzo as SME for food & beverage planning. EDUCATION B.A. Economics and Managerial Studies, Rice University, Houston, Texas Arthur B. Cohn Achievement Scholarship Dean’s List On-Campus/Off-Campus Liaison Freshman Advisor, Will Rice College
KATHLEEN A. BOYD ADDENDUM PAGE 1 PROFESSIONAL ORGANIZATIONS American Marketing Association (current) Product Development Management Association (1996-2004) Business Marketing Association (1997-2006) COMMUNITY Rice University Jones Graduate School of Business, Guest Lecturer (2010-present): lecture MGMT 662 students on “Leading Operational Change” Musiqa Board (2013-present) Hermann Park Conservancy Advisory Board (2013-present) Da Camera Advisory Board, also served on Marketplace Committee (2006-2009) Infernal Bridegroom Productions, gala co-chair, 2000 Orange Show, Art Car Ball ticket sales co-chair, 1998 DiverseWorks board, 10 years (including Board Secretary; gala co-chair 1997) University of Houston College of Architecture Advisory Board 1992-3 AWARDS Brand Identity 2013 CASE Regional Bronze Award – alumni program Rice U. Centennial Celebration 2012 CASE National Gold Award – website Centennial Story Project (sub-site) 2012 Brandy Award Best Promotion of Rice University Brand American Marketing Association Crystal Award, Excellence: Logo Design (DFW) Conference Board Best Corporate Identity Program (CO) I. D. Annual Design Review Best Environment - Continental Facility Houston International Film Festival Silver Award for “Brightest Star” video (CO) Wine Commanderie du Bontemps de Médoc et Graves Chevalier d’Honneur Decanter “Best Business Class Wine List” Business Traveler Top Ten Cellars in the Sky Business Traveler Best Red Wine; Best White Wine Business Traveler Best Sparkling Wine Condé Nast Traveler Best International Airline Wines (2nd of 27) Product Onboard Services Magazine Onboard Services Magazine WAEA (World Airline Entertainment Association)
Best Overall - BusinessFirst Service Best Equipment - BusinessFirst Seat Best Special Purpose Video Program & Inflight Entertainment Guide
AVOCATION Edit artist statements and biographies for Sicardi Gallery (1999-present). Edited philosophical journal, Krisis, 1983-5. Edited Five Rolls of Plus-X/Cinco Rollos de Plus-X, An Urban Vision of Peru, by F. Castro, 1982.
KATHLEEN A. BOYD ADDENDUM PAGE 2 PUBLIC SPEAKING & PRESENTATIONS Houston Philosophical Society Federal Reserve Bank of Dallas, Houston Branch Numerous internal and external Rice University audiences, including Board Consorzio Tutela Speck Alto Adige & Consorzio Tutela Formaggio Asiago Cleveland International Airport Board; Greater Cleveland Partnership Alitalia Airlines Board; Alitalia Airlines Management Conference EgyptAir Board DFW International Airport Board Northwest Airlines Executive Committee United Airlines Management US Airways Executive Committee Aerolineas Argentinas Executive Committee Alitalia Airlines Board AOM Compagnie Aerienne Française Board Oasis International Airlines Board Product Development Management Association (PDMA) CSA Czech Airlines Executive Conference Continental Airlines Management Meetings Continental Airlines Flight Attendant Classes
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