DMA Names Neil C. O'Keefe VP Catalog and Multichannel Merchant Segment; Underscores Segment Commitment
September 26, 2008 — Direct Marketing Association (DMA) today announced that Neil C. O’Keefe, vice president, marketing for Spiegel Brands, will join DMA as its vice president, catalog and multichannel merchant segment, reporting directly to Ken Ebeling, senior vice president, member and segment services. O’Keefe will begin on September 30 and will be based in DMA’s New York headquarters.
In this newly created role, O’Keefe will act as the liaison between all DMA functions and capabilities and its catalog and multichannel merchant segment, for the purpose of providing the segment’s membership with more relevant, focused, and timely access to DMA and its core assets in advocacy, self-regulation, education, research, and networking opportunities. As a central aspect of this role, O’Keefe will be tasked with providing voice-of-the-segment feedback to DMA.
DMA President & CEO John A. Greco, Jr. stated, “The creation of a vice president position for the catalog and multichannel merchant segment is an affirmation of our commitment to this core segment of the direct marketing community that represents both the best of our long heritage in direct marketing as well as the continuing leading-edge innovations in integrated multichannel consumer and business marketing. Neil brings to DMA an extensive background in Internet marketing, catalog circulation, and database marketing. Having Neil in this newly created position will enable DMA to adapt its strategy and focus on the core issues facing the segment membership, including economic, technological, and regulatory challenges.”
Most recently, O’Keefe, who is a member of DMA’s Catalog and Multichannel Segment Advisory Board, was the vice president of marketing for Spiegel Brands, Inc., where he redesigned that company’s planning processes by incorporating customer channel preference and increased Internet marketing investment, allowing for a significant reduction in selling expenses. Additionally, O’Keefe directed the integration of Internet analytics for Spiegel Brands’ marketing database.
Prior to his role at Spiegel Brands, Inc., O’Keefe served for six years as the divisional vice president at Newport News, and in that role, directed the transition of that company through bankruptcy in 2003, a restructuring in 2004, and a return to profitability in 2005. Additionally, O’Keefe developed and implemented a branded-partnership, marketing membership program for both Newport News and Spiegel.
O’Keefe began his career as a manager at Hanover Direct, and in ensuing years, took on senior leadership positions at such companies as Spiegel Group in New York and Regal Greetings and Gifts in Toronto, Ontario.
“For more than 90 years, DMA has served as both an advocate and educator to a very diverse group of members, and that is why I am so pleased and proud to be joining DMA in a role that revolves around advocating and educating on behalf of a very specific segment within the membership,” said O’Keefe. “Technology, legislation, and corporate and social responsibility have amplified challenges to the direct marketing community, and my goal is to help enable the DMA membership — through research, education, advocacy, and networking — improve their core business amidst increasing competition and a turbulent economy.”
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