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Key Professional Skills

• Strategic Planning • P&L Management • Growth Strategies              • Cross-Channel Marketing Programs• B-to-B and B-to-C Advertising, Sales Promo and Event Planning    • Corporate & Product Branding• Co-op Marketing/Advertising and Joint Venture Relationships          • New Business Acquisition• Websites and Internet-delivered Advertising and Promotion            • New Product Development• Design, Writing, Production of Sales and Marketing Materials         • Team Leadership/Motivation

Awards & Achievements

• Lifetime Achievement Award; Becker-Parkin Dental Supplies & Equipment Co., Inc.• PMAA Silver Reggie Awards; 1) Wilkinson Sword Product Introduction,  2) Pepsi Consumer/Trade Purchase Continuity Promotion• 1996 Design Awards from “Graphic Design:usa”• 1997 Design Awards from “Graphic Design:usa”• Graphic Excellence in Corporate Identity Design from Nekoosa Paper• Wrote and marketed two radio game shows: "Trivia Trilogy," Copyright A756345 and

  “Coin Call," Copyright A824653

Professional Profile

I have achieved my professional growth through high-visibility positions in corporate marketing management, advertising agency account management, creative direction and business ownership.

Employers and clients include start-ups to Fortune 100 companies: Young & Rubicam, Pepsi-Cola, General Foods, Seagram’s, Buckingham Wile, Caribe Beer, Lipton, Sunshine Biscuits, Bertolli, Wilkinson Sword, Symbol Technologies and Mercy Medial Center.

I have received two “Silver Reggie” awards from the Promotion Marketing Association of America and industry recognition for concept development, writing and design of B-to-B and B-to-C sales and marketing collateral, corporate identity design and integrated branding programs.


Work experience

President & Creative DIrector

Craig Communications

Originally founded in NYC as Brenard Advertising & Promotion with mostly major packaged goods clients. Relocated this full-service agency to Long Island adding local clients including Symbol Technologies, Norwood Computer Services, Mercy Medical Center and Winthrop Hospital. Some marketing success highlights include:Pepsi-Cola- Achieved unprecedented 11% redemption of a self-mailer “Ad Box” I invented for a national proof-of-purchase continuity program, successfully creating trial and increasing repeat purchase. The “Cash Box” program received the Silver Reggie Award from the Promotion Marketing Association of America for creativity and exceeding sales goals.

Thomas J. Lipton Co.- 3.8% coupon redemption and 5.6% return of sweepstakes entries circulated in national F.S.I.’s, magazines, and P.O.S. placed this program among the most successful of Lipton’s annual national multi-brand promotions.

Wilkinson Sword- Historically high 22% redemption of the trial offer utilizing the “Ad Box” successfully relaunched the new, improved Retractor disposable razor. Winner: PMAA Silver Reggie Award.

Sunshine Biscuits- 15% return of all “Gourmet Kitchen Sweepstakes” entry forms circulated in Sunday F.S.I.’s, on-pack and P.O.S. successfully repositioned Vanilla Wafers as a “quality improved” cookie from a commodity brand.- 23% increase in Vanilla Wafers volume was credited to the custom Time-Life Cookbook proof-of-purchase offer.

Buckingham-Wile Co.- Retained as brand advertising and promotion Agency-of-Record for Dry Sack, Metaxa and Amanda Cream Liqueur.Conceived, executed and implemented all on-premise and off-premise trade and consumer programs.- Successfully repositioned Dry Sack with a new, premium, upscale brand image and achieved:  - 20% increase in volume versus prior period and the same period of the prior year  - highest share increase in brand history  - highest level of product features and displays in brand history

Symbol Technologies, Inc.- Conceived, produced and implemented all program components of “The President’s Club”, an annual international sales force incentive program utilizing extensive direct mail to 19 countries, the Internet and the Symbol intranet.

Marketing Director

Bermil Industries

Bermil Industries, in association with Electrolux Worldwide in Sweden, manufactures and distributes Wascomat Laundry Equipment, the leading brand of commercial quality washers, dryers and flat work ironers in the US, Canada & Mexico.Increased sales leads over 27% for network of 230 Wascomat and independent distributors using in-house creative, print production, database and Web staff for innovative B-to-B advertising, public relations, sales literature and extensive direct mail.

Improved attendance at trade shows, dealer sales events, product sales & service schools and biz-op seminars.

Created new corporate web site; architecture, navigation, layout and design, copy and art, multi-level marketing access rights for distributors, customers and public.

Liaised with marketing, engineering and administrative staff at sister companies in Sweden, Denmark and France.

VP of Marketing & Creative Director

Becker-Parkin was the fourth largest dental supplies and equipment distributor in the US utilizing various business channels; primarily telemarketing, direct mail, outside sales, Internet sales and 12 full-service branch offices. The company was successfully sold to Henry Schein and Darby Dental.• Becker-Parkin owner credited the new marketing direction and department I created for helping to increase total sales from $100MM to $150MM in less than 24 months. (Referral letter available.)Directed the annual in-house update, print production and distribution of the 512-page Becker-Parkin catalog with over 42,000 supplies, equipment and private label brand entries and vendor advertising.

Increased co-op marketing income nearly 200% with the creation of the Synergy Marketing Partners Program, which in turn helped increase advertisers' sales from 9% to 45% for three consecutive years.

Created "Dental Solutions", a unique dental industry publication, distributed quarterly with B-to-B circulation over 52,000. This corporate sales tool included 60 pages of products on sale, industry news, clinical and entertainment editorial, manufacturer specials, equipment specials and vendor co-op advertising.

Increased trade show sales over 25% subsequent to the implementation of a new trade booth floor plan/format, exhibit and signage. This new tactic increased usable floor space, visibility and brand awareness.

Generated over $100M in co-op sponsorship income by creating the "Mini-booth" program for the Greater NY Dental Meeting; . For three consecutive years sponsors renewed participation and credited the concept for increasing brand awareness and sales, including Kodak, 3M ESPE, Johnson & Johnson, Bank of America, Hereaus Kulzer, Dentsply No. America and others.

Directed the annual National Sales Meeting; attended by over 230 BP personnel and 22 manufacturers generating over $275M in co-op sponsorship income. The unique “rotation” format of this 4-day event was lauded as the most effective in the dental industry to achieve increased product knowledge and vendor/sales relationships.

Directed the Continuing Dental Education Center, a separate profit center ; AGD accredited CE courses, seminars and CPR & Emergency Training series which generated over $80M in co-op sponsorship income.

VP Sales & Marketing

Affiliated Physicians

Affiliated Physicians is the premier provider of healthcare services to Fortune 500 companies and government agencies in the NY, NJ & CT Tri-State area and nationwide. Primary business lines include Pandemic Flu Antiviral Distribution, Corporate Worksite Seasonal Flu Vaccination Programs, Upscale Executive Physical Exams, Worksite Wellness Programs and Drug Screening. (Referral letter available.)Directed all marketing and sales efforts for all business lines using email marketing, monthly E-Newsletters, co-op marketing programs, trade show participation, new corporate literature/direct mail and Webinar.

Replaced over thirty ‘06/’07 lost clients (nearly 10,000 shots) and achieved a net increase of nearly 5% in ‘07/’08 by creating a unique Seasonal Flu new business E-marketing campaign and end-user sales promotion.

Achieved the highest open and click-through rates, highest new subscription rates and lowest opt-outs in the history of the E-Newsletter program by redesigning and upgrading content of this monthly digital publication.



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