PETER A.

MANLEY
6435 Approach Road
Sarasota, FL 34238
(860) 303-9963 (cell) pm56b762@westpost.net
(941) 924-1207 (home)
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SUMMARY
Resourceful senior-level marketing and advertising executive experienced in the
challenging fields of healthcare, financial services, insurance and consumer pac
kaged goods. Expertise includes creating and implementing strategic marketing,
promotion and advertising programs designed to increase revenue. Highly skilled
in management and leadership of "in-house" marketing/public relations/internal
communications departments, supervision and budget control of outside resources,
as well as successful development of staff designed to reduce expenses and incr
ease productivity. Strong analytical thinker.
E
XPERIENCE
LAWRENCE & MEMORIAL HOSPITAL, New London, CT
2001 to 2009
Director of Marketing
* Responsible for the development of L&M's first Strategic Marketing Plan and br
and positioning.
* Coordinated the selection of an outside advertising/marketing agency and direc
ted benchmark and follow-up awareness, image, brand equity and service line mark
et research projects.
* Promoted special events, profitable service lines, new technology and monitore
d patient volume results.
* Managed the annual budget and media plan, including the purchase of print, rad
io and cable television.
* Worked with service line directors and managers, physicians, Board members, vo
lunteers and donors.
* Actively represented the hospital in Chambers of Commerce, Rotary (past presid
ent of the Old Saybrook Rotary Club) and other local organizations (vestry offic
er of Saint Ann's Episcopal church in Old Lyme).
RDW Group, Inc., Providence, RI 2000
Vice President, Account Services
Directed the advertising/marketing programs for three clients: a quick service f
ood account (Bess Eaton Coffee and Bake Shop), a quasi-state agency (Rhode Islan
d Resource Recovery Corporation) and a not-for-profit organization serving child
ren in need in developing nations (Childreach).
AETNA U.S. Healthcare, Middletown, CT 1997-2000
Medicare HMO Direct Marketing and Advertising
* Responsible for daily management and analysis, including CPI and CPA, of all d
irect response print and DRTV lead generation programs designed to grow Medicare
individual business segment.
* Worked with local and regional marketing/sales management to identify competit
ive strengths.
* Played an integral role in overall budget development and local market funds a
llocation.
* Spearheaded marketing of "Travel Advantage" Medicare HMO product benefit as co
mpetitive differentiator.
* Supervised two agencies and the Medicare in house marketing services departmen
t.
* Increased membership by 38,000 and reduced TV cost per lead by 60%
AETNA PROFESSIONAL MANAGEMENT CORPORATION, Glastonbury, CT 1995-1996
Director of Marketing, Communications and Public Relations
Managed creation and implementation of internal and external marketing and publi
c relations for "HealthWays Family Medical Centers" as the business grew from 18
to 65 centers.
* Instituted sharing of business building "best practices" from all HealthWays m
arkets developed first-class consumer marketing package and teamed with Aetna He
alth Plan sales management.
* Forged synergistic relationship with Aetna Health Plans marketing department t
o enable HealthWays to benefit in many ways including creation of the HealthWays
Internet home page.
* Re-negotiated all existing local market public relations agency contracts, as
well as upgraded local field marketing PR skills, saving an average of $50,000
per market in agency fees.
*
PETER A. MANLEY
Page 2

UNITED HOSPITAL MEDICAL CENTER, Port Chester, NY 1990-1994

Vice President of Marketing and Corporate Development
Managed all marketing, Public Relations and fund-raising activities for 300-bed
community hospital including creation of the annual report and coordinating effo
rts of physicians, trustees, donors and volunteers to increase revenue and statu
re of hospital.
* Supported members of administration, Emergency Department staff and volunteer
group to plan, fund, build and promote separate "Fast Track" area in emergency r
oom for use by non-critical patients, which increased patient and staff satisfac
tion and led to 10% gain in traffic and revenue.
* Led complete review to update and correct hospital's prospect and donor databa
se that resulted in consistent year-to-year increase in donations, with dramatic
22% increase in 1994.
* Trained existing staff and acquired donated computer equipment and graphics so
ftware program to create "in-house" agency at no cost.
LOWE MARSCHALK, INC., Cleveland, OH 1989-1990
Senior Vice President, General Manager
Managed the $32 million, 45-employee branch office of this major New York City a
dvertising agency.
* Provided leadership and staff motivation during period of agency ownership tra
nsition.
McCAFFREY AND McCALL, INC., New York, NY 1974-1989
Executive Vice President
Consistently promoted, rising from Account Supervisor to Executive Vice Presiden
t, Member of the Board of Directors and Group Account Director on $40,000,000 ad
vertising budgets concentrating on financial services, insurance and consumer pr
oducts.
* Managed major accounts including Chemical Bank, Citibank, European American Ba
nk, Hartford Insurance, Pfizer Consumer Products and Norelco.
* Planned and executed successful agency new business presentations.
* Organized and taught account management training program for assistant account
executives.
* Responsible for traffic and print production departments.
* Won EFFIE for European American Bank (retail loans)
SSC & B, Inc., New York, NY 1969-1974
Account Supervisor
Rose from Account Executive on proprietary drugs (Tegrin and Block Drug new prod
ucts) and household products (Lysol brand spray disinfectant) to Account Supervi
sor on Mop 'N Glo, Wet Ones and Beacon Wax.

EDUCATION
BA, Liberal Arts, Columbia, Major in English