A detailed biography...
Theresa Quintanilla has a passion for building customer loyalty by
- setting up useful databases of customer information,
- strategizing how to improve loyalty, and
- finding relevant content to share with these audiences.
As a marketing manager, she has designed newsletters, offers and invitations
for dozens of lists, resulting in more sales and referrals. She has combined
and cleaned many lists of customers, prospects and contacts, finding the
forgotten opportunities. She collects the best stories to create exciting
newsletters. Her invitations cut through the mailbox and inbox clutter.
Most recently, as a co-founder of the Houston Summit for the Creative
Economy, she designed the marketing communications, including the web
site, email invitations, and Facebook page, which brought together 100 of
Houston’s most ingenious people for a day of idea sharing. When the
Goldesberry Gallery experienced a sales slump, she devised strategies that
increased the number of encounters with existing customers, leading to
improved profitability. As a leader in her alumni association, she has grown
the mailing list from 200 to 1000 by producing an acclaimed newsletter.
In 1984 Theresa graduated from Columbia Business School in New York with
an MBA in Marketing and went to work for Ogilvy & Mather Advertising. Her
first assignment was the Compaq Computer account in Houston. She thrived
in the fast-paced environment and produced her first newsletter, which culled
the relevant industry news for campaign planning. She also got her first taste
of direct response marketing by sending mail campaigns to Compaq computer
owners. She was the first person on the team to use a personal computer to
track the advertising results.
Looking for a chance to work on her own ideas, Theresa moved to Service
Corporation International. Her ability to quickly grasp the industry issues and
opportunities led to her quick promotion to Director of Marketing for the
Prearranged Funeral Program. Analyzing SCI’s $4 million advertising budget,
she reduced the lead cost by 67% and instituted a lead tracking system. For
the 325,000 owners, she produced a quarterly newsletter offering additional
services like estate planning. After SCI restructured, Theresa returned briefly
to Ogilvy & Mather, where she turned around the sales promotion team,
improving profitability and recruiting new talent. But she missed testing her
own ideas in direct response media, and she jumped to a corporate computer
dealership called Microcomputer Power. There she grew revenue by
marketing seminars to their 15,000 customers and reduced expenses by
revamping their newsletter so that it was fully funded by co-op advertising
funds from Apple, Hewlett-Packard and Microsoft.
In 1992 she began exploring her abilities as an entrepreneur, starting a
business which became known as Sales Support by Computer. Sales people
needed her help getting their contact information into their computers, and
Theresa realized how much she enjoyed training and finding ways to make
them more successful. In 1996, Theresa was invited to become a partner in a
marketing research firm called Real Marketing Insights. She redesigned all
their branding and advertising campaigns, leading to a 400% increase in
revenues. She wrote a white paper on customer loyalty which showed how
businesses could profit from better listening practices. And she helped
operate the business by designing questionnaires and reports. After Real
Marketing failed to achieve stability, Theresa returned to the corporate world,
contracting with Shell to help build an Oracle database for fleet service
customers. And she once again enjoyed working with a sales team, helping
Shell field sales get their computers upgraded to the latest technology.
Having been an avid reader of Fast Company magazine since its launch,
Theresa built a community of readers in Houston, and in 1999 they launched
an event called FastHouston. Over 200 people attended this innovation
conference which featured 20 speakers, 20 booths, and a speaker from the
magazine. Since then Theresa has maintained a network of innovators in
Houston. Continuing her focus on the leading edge of technology, Theresa
went to work for CGI, an IT consulting firm. For their Houston office, she
designed a seminar marketing program and installed their first sales
automation system. She configured the database, set up the reports and
trained 30 sales people. After the IT industry contracted, Theresa began
helping accounting firm Griffing & Company upgrade their customer database,
showing them how to leverage customer loyalty with testimonials and referrals.
By 2004, she was helping Safety United reposition their brand, finding a flow
of stories for their newsletter, and setting up lead tracking.
Theresa began blogging in 2000, branding her perspective on customer
loyalty as “QViews.” She has since extended the brand into a newsletter and
social media. Since 2005, Steady Stream Publications has been her focus as
a way to market the system she uses to generate a continuous flow of stories
to engage her readers. This system, combined with her insights into customer
behavior, allow her to strengthen her clients’ enterprises.