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Work experience

Sep 2007Present

Adjunct Marketing Professor

DePaul University
Teaching Advanced Marketing Management, Retail Management and Marketing (1st of 3 in Category Mgt program), Services Marketing, and Internship. Identified and helped create new executive certificate program opportunities, including search engine marketing and marketing analytics.
Jun 2006Present

President/Owner

Kuehl Marketing

  • Acted as the Vice President of Marketing for R. Crusoe & Son, a mid-size elite travel company, that did not have marketing expertise, focus, or infrastructure. Presented and sold a plan to the Executive team to create a Marketing Information System with the infrastructure for marketing analytics starting with an analysis of the organization’s information needs and objectives. Prioritized and secured resources from web analytics, to e-mail vendors, to CRM systems to ensure the organization has the proper fit between their information priorities and available budget. Created and executed a research study to form the basis of customer and product segmentation generating more targeted communication and measurement. Launching a new company website to support the unique personality of the brand, increase conversions
  • Created brands, corporate identities, positioning, and key messages for new firms in very competitive fields differentiating each from the competition and enabling each to compete with larger competitive firms.
  • Increased leads and sales conversions immediately for DeBono Consulting, a large Human Resource training consultant. Accomplished this by re-writing, editing, and re-structuring their e-commerce website to provide qualified leads, better navigation, consistent messages, and better brand support.
  • Recognized by the Village of Lemont as a leader while assisting the economic development committee. Saved the village considerable budget dollars by identifying real drivers of growth, re-aligning their strategies and tactics and delivering a plan of action which is measurable and result-driven.
20072010

Business Advisor

Chicagoland Entrepreneurial Center
Advisory panel member helping businesses with strategies for growth.
Oct 2005Jul 2006

Marketing & Business Development Consulting

David James Group

  • Acting as V.P. Marketing for this boutique marketing agency that needed direction, focus, and organization alignment. Created a plan which identified priority customers, businesses and prospects. Resulted in increased efficiency, organization alignment, and 25% increased revenue in year one.
  • Drove creation and implementation of new agency positioning, messaging and presentation templates.
  • Created successful marketing plans for many key clients by infusing relevant industry practices with fresh marketing ideas.
  • Closed 100% of priority prospects.
Nov 1999Sep 2005

Director of Marketing

The NPD Group

Worked directly with CMO on corporate marketing strategy and planning, and drove overall marketing direction and execution throughout the organization.  Made significant contributions to the evolution of NPD’s marketing function.

  • Established the marketing department for the Chicago, Houston, and Toronto offices which had no prior independent marketing function. Lead the Chicago Business Units to support a non-popular direction securing buy-in and alignment.
  • Set new precedence for B2B lead generation programs being the first to leverage search engine marketing with new segmentation models. Leads and sales conversion significantly exceeded the corporate benchmarks by 10 to 15 percent respectively.
  • Saved considerable budget dollars by re-purposing and leveraging various integrated marketing programs for multi-purpose use. P & L responsibility for the marketing department, which exceeded $500,000 and always came within budget.
  • Launched a new ‘Category Management’ product for the Automotive Aftermarket. Worked with a corporate cross-functional team to shape the product, deliverable, and pricing. Created the positioning and marketing strategy for the product which exceeded company expectations and became a best practice for subsequent product launches.
  • Integrated marketing and PR in new ways that increased awareness, generated leads and incremental sales, for a stalled product. Plan provided 300% greater media coverage than years prior thus setting new precedence for NPD. Increased revenue 10% over prior year. Honored with ‘best marketing campaign’’ within NPD for the year.
  • As part of the Chicago Executive Team, defined the Chicago office’s long-term strategy and direction. Developed, presented and secured buy-in for the Business Unit marketing strategy to align with the new strategy resulting in a clear marketing vision and buy-in from the organization.
  • Established and created the corporate marketing scorecard which ensured accountability to execution and measurement of marketing programs. The scorecard process aligned the entire organization to embrace marketing operations and processes for continual improvement.
  • Created new client segmentation and profiling schema to identify greatest potential prospects and focus sales team. Results shortened the sales cycle and improved effectiveness of marketing plans by matching the right tactic to the proper objective. 
19961999

Sr. Business Development Manager

Frito-Lay, Inc

Developed and managed business with Safeway and Dominick’s: a top tier national account. Developed all sales, local marketing, category management, financial, and operational activities. Assessed and controlled financial plan to maximize customer profitability. Conceptualized and articulated complex business problems through impactful presentations to engage senior levels of the customer organization. Developed and aligned customer with measurable and successful category management strategies.

  • Managed $30 million dollars in business and $1 million in trade marketing funds consistently finishing year to budget while maximizing customer profitability. Realized 22% growth, on top of a prior double digit growth year, to finish as the Top ten Frito-Lay account in growth.
  • Identified opportunity for increased shelf space. Researched the customer, created the plan, and presented to senior levels of the customer organization. Customer accepted the plan resulting in 12% increased shelf space and 30% perimeter space. Motivated customer operations team to align with Frito-Lay sales team resulting in virtually problem-free execution.
  • Regularly mobilized Frito-Lay district managers and sales team to embrace programs delivering seamless execution.
  • Promotional strategies increased Frito-Lay share by 7.8% in a commodity category.
19911996

Account Executive

Acosta Sales & Marketing (Professional Marketers, Inc)
Managed business development activities for major CPG manufacturer’s to achieve their regional revenue objectives. Analyzed POS market data to help solution based selling and marketing activities for 15 CPG manufacturers. Designed and secured impactful customer promotional programs for Dominick’s Finer Foods, SuperValue, Cub Foods, Aldi, Central Grocers and Certified Grocers. Managed internal budgets, and supervised customer service representatives. Motivated internal teams to achieve sales goals amid many conflicting objectives and minimal resources. •Grew regional business of major manufacturer for four consecutive years resulting in National Broker of the Year award. •Lead team consisting of managers at all levels of organization to execute plan reversing a declining volume trend with major beauty care manufacturer to grow 11% first year and 18% second year. •Lead the broker team to secure new business for a major CPG Manufacturer which resulted in gaining the account. Subsequently managed a 13-state region of multiple account managers.
19891991

Sales Representative

Edward Don & Company

  • Lead district in sales growth after 6 months in position, resulting in increased responsibility to train new employees.
  • Aggressively drove territory to grow in excess of 10% over plan each month in territory previously thought to be declining.
  • Awarded entire grand opening order for new, upscale country club.Maintained our vendor exclusivity by establishing solid rapport, offering superior customer service and generating unique business ideas.

Education

19831987

B.S.

DePaul University

Skills

Category Management
Social Marketing
Integrated Marketing

Certifications

Search Engine Marketing Expert

DePaul University

Summary

Marketing Executive (M.B.A.) who believes in working with integrity, enthusiasm, and respect for a client's unique goals. Passionate about marketing and passionate about helping grow successful businesses. A continual learner and educator, I rigorously stay up to date on the latest best practices and know new media is only effective if it gets a company a step closer to their customer. I have a proven track record of building and growing the marketing function for organizations which aligns corporate objectives to marketing strategies. I see opportunity everywhere. The difficult part is prioritizing and matching resources to opportunities in the short-term and long-term. Because of my early business development experience, I have been able to align marketing and sales to ensure alignment and cohesiveness knowing that marketing must assist sales or 'go home'. My clients and employers have succeeded in part due to my ability to zero-in on the core of an issue and create a path to success, delivering on time and on budget. My clients think of me as an extension of their company working in their best interest. I only recommend and implement programs that are relevant to their business.

Interest

Running, Fitness, Health, Education

Objective

  • History of creating and growing marketing departments which align organization goals to marketing strategy and tactics to deliver growth.
  • Track-record of producing measurable marketing initiatives and aligning sales teams with marketing programs to have a positive impact on revenue.
  • Constantly monitors changing environments and best practices resulting in a constant source of innovative ideas and opportunities. Strength in prioritizing ideas relative to company resources and ability to deliver.
  • Keen ability to assess a situation, synthesizes information, identify barriers or opportunities, deliver a plan, and execute to bring the vision to reality.
  • Respected as an energetic, hands-on leader able to build strong relationships and engender trust.

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