Description
CAREER SUMMARY A decisive, strategic MARKETING EXECUTIVE with 30+ years experience in: * Directing integrating marketing programs and developing communications strategies * Taking challenging strategic initiatives and developing innovative marketable solutions * Consumer segmentation by utilizing research, database modeling and analytics * Concepting, launching and capitalizing new business opportunities * Successfully managing P&L Background Experience: Strategic Planning Research Direct Marketing Market Planning Communication Strategies/Media Database and Modeling Advertising/Promotions Media, Interactive and Digital Behavioral Strategies Brand Positioning New Product Launch New Business Development SELECTED ACHIEVEMENTS Brand Re-Positioning * Directed and launched a re-positioning campaign which resulted in halting 8 months of downtrending sales by conducting national contemporary lifestyles research, reconstructing a new brand architecture and brand promise, and segmenting the target to individual categories and occasions. New Product Launches * Recognized the potential opportunity and initiated the salad category at Wendy's Intl. by conducting focus groups across North America, inventing and testing, studying financial and operational logistics, and managing all integrated marketing communications that resulted in an 8% increase in incremental sales, 4% real growth. Maximizing Revenues * Restructured 40-person account team into a profitable business model by setting goals for revenue and profit, forecasting labor hours for all integrated services, and developing a consolidated fee that resulted in unifying the team, achieving higher quality of work for the client and brand, while growing contribution margin from 2 to 18% over 2 years. Database Strategies * Redeveloped monthly calendar planning from product and promotional offer based, to a behavioral and motivational strategy, relevant to the individual consumers' purchase intent. One to One marketing.
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