Driven
Skills
With over 20 years of experience, Eldri brings a deep command of communications and marketing strategy across diverse regions, including the U.S., the Caribbean (notably the OECS), and Latin America.
Leadership
2014-Present
In senior leadership positions, Eldri spearheads transformative projects and nurtures high-performing teams. Her visionary approach and regional insights have established her as a trusted strategist and mentor in the industry.
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Leads the strategic planning and execution of commercial activities to drive business growth and market
share for Guyana, Aruba, Bonaire, St. Maarten & Curacao (Dutch Caribbean) -
Consistently streamlines the retail procurement processes, mapping product research to customer demand resulting in net merchandise sales growth of + 15% vs. PY and +10% marketing cost savings and operational efficiency gains
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Spearheads a robust sales forecasting and reporting process to accurately track performance and inform
decision-making to drive the corporate performance target of 12% revenue growth vs. PY -
Analyzes market trends and competitor activity to inform business strategy and product development and maintain monopoly and +5% Annual Market Share growth
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Defines and conducts market research and analysis to identify business opportunities and support market
expansion in emerging and surrounding markets Designs and executes brand and promotional campaign to improve brand positioning and boost sales volumes -
Aggressively works to improve product marketability to improve profits with optimum targeting of sales and
marketing strategies
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Led the commercial and competitive retail sales (brick and mortar and ecommerce), marketing and new
business strategies for the OECS, to include: Antigua and Barbuda, Dominica, Grenada, St. Kitts and Nevis, St. Lucia and St. Vincent and the Grenadines resulting in sales growth of +25% vs. PY -
Motivated and drove teams to deliver on budget and KPI targets to achieve branch, company, regional and
strategic corporate revenue goals, to include: EBIDTA, Merchandise Sales, Revenue, Credit Performance, Margin Growth, Business Profitability and Sustainability. -
Drove new product revenue, product commercialization and product life cycle management from supply chain, inventory management and procurement, to retail store merchandising, to activating marketing and sales plans, while monitoring business results and performance
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Developed and implemented the new Commercial Structure to improve commercialization process and
streamlined the procurement, marketing and sales structure to improve time to market for new products and grow sales. Grew new product sales by +5% over PY -
Directed product procurement and retail product ranges for all Retail Stores in the cluster and collaborated with Country and Regional Teams to develop sales and product range plans to support retail sales performance and new product introduction
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Spearheaded negotiations of high-value supplier contracts to achieve favorable terms that enhanced profitability.
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Directed the creation of marketing materials and sales strategies to effectively promote products and services and managed the marketing expense budget with zero overspend, driving ROI and brand awareness and reach.
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Drove the marketing and new product sales strategies, helping to improve the OECS brand position
and customer engagement approach -
Delivered on targeted and innovative campaigns and promotions that propelled business performance—for
example the Mega Black Friday month-long campaign and the revolutionary Black Friday Online Concert that
grew ecommerce sales +110% year on year -
Restructured the Marketing Organization, specifically to increase business unit performance and repositioned
brands like Ready Cash (Start Fresh 2021 Campaign); leading the way in campaign development and
stakeholder activation that stimulated market share growth and allowed for greater marketing and operations alignment, positively contributing to business results -
Led new product sales strategy and teams to introduce new revenue streams—Namely, the leadership and
modelling of the AKT commercialization processes and its launch in the OECS and the leadership of the regional team award #1 in New Product Sales which contributed approximately 28% of new product sales revenue to the Caribbean Region -
Launched ground-breaking staff engagement programs in partnership with the Human Capital Teams like iConnect and No LIES which helped to build a culture of accountability and promoted operational excellence,
underpinning, and enabling the achievement of corporate revenue objectives
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Led the marketing and public relations strategy for agency clients and strategic business accounts
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Responsible for business development and generation of new revenue streams for the agency—increasing new
client retainer accounts by 15% and enterprise client new account new revenue by 20% -
Directed the account management strategy for all agency accounts to ensure client satisfaction and
profitability -
Managed overall agency budgets and client account expenditures
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Established, built and maintained relevant industry relationships within the industry, government and other
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stakeholders
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Led a team that transformed the business into a customer-centric, proactive, organization to meet
consumer needs and demands—This included strategic oversight and management of 22 retail locations, 38
franchise stores and all Field Services Teams in the islands of The Bahamas -
Directed and ensured the successful delivery of operating results as measured by Revenue, NPS, TNPS and other customer and service delivery metrics to meet and exceed customer expectations
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Credited with scaling and improving the field services processes, tools, workflows and implementing new
customer service programs that focused on critical aspects of the customer journey—Namely, KPI
benchmarking, customer training and education, NPS surveys, and customer feedback—successes included the reduction in customer wait-time for repairs by more than 88% and under 48 hours and, a reduction in customer service installation times by 25% -
Led, expanded, and mentored the Customer Service teams by setting and prioritizing tasks, KPIs and goals for the team—This included a keen focus on improving cross-functional collaboration, evaluating and developing each person's skills and development plan; identifying and advancing high-performers; developing training and growth programs for CSRs and recruiting and hiring game-changing talent
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Influenced internal stakeholders by promoting a customer-centric mentality across the organization and high-lighting how Customer Experience (CX) initiatives can help achieve the company's goals
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Post Hurricane Matthew, transformed the operational performance of the Northern Bahamas to improve
operational efficiency, customer service and sales growth -
This was accomplished by implementing a successful Transformation Program that analyzed the operation's
performance and focused staff objectives, driven by an aggressive 100 Day Agenda that saw a 31% increase in sales, 41% cost reduction, 95% achievement of building restoration and reform program and 67% increase in Field Services performance metrics and productivity -
Restored the corporate's brand equity and improved CSR visibility with the local community by driving a targeted Brand and Sponsorship agenda with a focus on Youth Development, Education, Sports and Culture initiatives
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Led and directed the Enterprise Sales and Business Teams Competitive and Customer Retention Strategy which led to maintaining market share of 99% Enterprise Mobile accounts and 97% Enterprise Legacy and Business Systems accounts in the Northern Bahamas
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Directed, planned and implemented policies, objectives and activities to ensure continuing operations, to maximize returns on investment and increase productivity in a competitive marketplace
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Directed and coordinated activities of businesses and departments concerned with field services, pricing, sales, and indirect channels
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Implemented corrective action plans to solve organizational or departmental problems, improving brand
visibility and NPS scores with local consumers -
Served as regional liaison between organizations, shareholders, and outside organizations
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Organized and approved promotional campaigns to ring-fence the mobile and fixed market against competitive threat and entry
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Directed and coordinated organization's financial and budget activities to fund operations, maximize
investments, and increase efficiency
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Managed $6.9m budget which included evaluating the financial aspects of product development, brand and
communications campaign management and coordination, media coordination, campaign
expenditures, research and development appropriations, return-on-investment and profit-loss projections -
Led corporate and product brand campaigns which included the successful rebranding of BTC to align with
new consumer segmentation, in preparation for the competitive market entrant—the slogans “BTC Everyday”
and “This is BTC Country” are now common vernacular in The Bahamas -
Identified, developed and evaluated marketing strategies, based on knowledge of establishment objectives, market characteristics, and cost markup factors
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Led the successful launch of 4G LTE, the new BTC Brand Campaign, War Gaming and Pre-Competition Strategy
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Developed pricing strategies, balancing firm objectives and customer satisfaction to ensure product/service
penetration -
Initiated market research studies or analyze their findings to improve product sales and performance
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Negotiated contracts with vendors or distributors to manage product distribution, establishing distribution networks and developed distribution strategies
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Strategy
2003-2014
During this decade, Eldri advanced into managerial roles, driving impactful marketing strategies and business development initiatives.
She honed her expertise in leading teams and delivering measurable growth across multiple regions.
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Responsible for new product innovation and product road-mapping for BTC that ensured the development and testing of high quality, high value products/services that could be successfully marketed and sold to consumers through traditional direct/indirect channels
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Modelled and assessed competitive offerings to identify differentiators and guide the setting of prices for products and services—this led to the successful deployment of a fixed line retention plan and new fixed line offering which reduced churn and attrition on BTC fixed line product—Home Phone Plus (HPP)
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Responsible for Product life cycle & profitability management, researching, developing & implementing a
best processes strategy for new product development, launch and analysis -
Managed the execution of consumer research to further support rationale for product development and
positioning within the marketplace to improve product profitability and performance
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Led the strategic planning processes to ensure the delivery of products and services and associated revenue
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Notably the development and delivery of the 2007 – 2011 Marketing Strategic Plans and the 2012 BTC Strategic Plan; which was categorized as contributing to one of the most profitable periods in the company's history
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Coordinated sales and channel strategies to support products and services with a focus on indirect channel
strategy -
This included the coordination and delivery of the 2011 Indirect Channel Strategy, EZTop-Up Launch (prepaid
airtime) and the expansion of BTCs Merchants and Master Distributor channel -
Within the first year of electronic prepaid top-up (etop-up) launch, the market converted from “hard card” to etop-up with a ratio of 70:30 with over 5,000 points of presenc (POPs)
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The subsequent year saw the conversion to 96%
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Researched opportunities and identified market demand for innovative products and services—marked
accomplishments to include product launches and business case development for: 4G (Led Launch Team),
IPTV, LTE, e-recharge/EZ-Top (Led Launch Team) -
Managed and developed product roadmaps for all lines of business to include Fixed, Broadband and Mobile;
monitored product lifecycles and profitability -
Managed revenue and sales performance for all lines of business; noting profitability and working with the teams to refine sales targets and strategies where necessary
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Developed and managed $3.2m department budget and expenditures
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Responsible for formalizing and implementing the product development process from end to end, including
idea generation, concept development, approval and launch execution -
Developed analytical resource tools used to filter and prioritize ideas—BTC 6 Stage Product Development Process
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Managed opportunities and identified market demand for innovative products and services—marked
accomplishments include: Nortel Business Alliance, VoltDelta 916 Upgrade, Enhanced BTC Voicemail Services,
Rebranding of Enterprise Sales -
Successful led product launches that included mobile value added services (VAS) suite of products to include:
BU (mobile content), EZPay (online bill payment), EZWay (bill payment kiosks), Voicemail and IText (multi-media
messaging) -
Led cross-functional teams to support and organize corporate resources to support the launch of BTC product and services in product portfolio
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Namely, TDMA – GSM Migration Committee, Product Launch Teams, Proposal Evaluation Committees
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Assigned as the Communications & Marketing Manager for National Aeronautics Space Administration
(NASA) – Office of Equal Opportunity Programs (OEOP), Individuals with Disabilities Program (IWD) -
Managed all NASA IWD outreach and communication programs including strategic planning and tactical
support; promotional activities aimed at creating awareness of the NASA IWD program and activities;
namely, the NASA and The Department of Defense (DoD) Computer Accommodations Program (CAP) Disability Awareness Training Program -
Assisted NASA Executive Management with the implementation of the NASA Corporate Recruitment
Initiative (CRI) –a national program for recruiting candidates for NASA's workplace – extending the
mandate to include the recruitment of talented individuals with disabilities -
Created and managed the NASA CAP Training and Program Roll-out Model utilized in all training conducted
agency wide by NASA Office of Equal Opportunity Program (OEOP)
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Committed
1995-2003
Eldri’s early career laid a strong foundation through diverse roles across communications and marketing. These formative years shaped her passion for strategic problem-solving and cross-cultural collaboration.
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Thoroughly researched DELIVER project target audiences and ad-hoc dissemination practices to develop
and implement a comprehensive Communications and Dissemination Strategy; which was directly responsible for a 60% improvement in the distribution of project materials; 43% increase in the distribution of materials to target audiences and 37% expansion of international target audiences -
Managed the use of various dissemination channels for the distribution of materials; namely, web and electronic media, conferences and workshops, listservs and on-line databases and newsletters which resulted in a 76% improvement in customer response rate
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Managed $2.5 million budget—prepared annual publications budget, monthly budget summary and
analysis data -
Implemented budget tracking system to monitor project expenses and instituted a cost saving program for product development and delivery of materials which was directly related to the 41% reduction in distribution costs
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Managed data systems and produced Procedures Manuals for the United States Agency for International
Development (USAID); namely, the non-governmental organization (NGO) certification system database and the Population Projects Database (PPD) -
Coordinated outreach and training workshops/conferences which included developing
program content, designing the meeting format and making speaker selections -
Implemented and monitored product dissemination strategy and procedures
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Developed and managed the Technical Assistance Database System, while designing additional data systems
as needed (e.g.: Service Statistics Database used to track product performance data for The United States Agency for International Development projects) -
Worked with the Database Marketing Managers and Product Managers to craft direct marketing plans and
programs that persuaded clients, prospects and candidates to take action which resulted in improved
client relationships and engaged target audiences -
Assisted in the management of all aspects of direct response program delivery including list segmentation and preparation, controlled testing, campaign management, copy editing, personalization, dynamic content, fulfilment, reporting, forecasting and analysis; one result was the design of a web based interactive program for the distribution and sharing of health service data
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Developed and managed the Technical Assistance Database System, while designing additional data systems
as needed (e.g.: Service Statistics Database used to track product performance data for The United States Agency for International Development projects) -
Worked with the Database Marketing Managers and Product Managers to craft direct marketing plans and
programs that persuaded clients, prospects and candidates to take action which resulted in improved
client relationships and engaged target audiences -
Assisted in the management of all aspects of direct response program delivery including list segmentation and preparation, controlled testing, campaign management, copy editing, personalization, dynamic content, fulfilment, reporting, forecasting and analysis; one result was the design of a web based interactive program for the distribution and sharing of health service data
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