Desire high level client services or media strategy position, preferably in-house corporate or integrated agency with direct client management opportunities. Position should encompass ability to consult in all forms of consumer facing meda and new media (internet and mobile), highly developed skills in mentoring and team management, client services and strategies, and oversight of budget (experience managing budget of $300M USD) for full range of local, regional and national clients.
2006 - Present
Partner - Marketing and Operations
Zeba Consulting: Partner, Client Services and Project Management for technical consulting firm specializing in data analytics for mass web properties such as EBAY, Salesforce.com and also web based software applications for Political Media strategy firms. Integrated platforms for open source mapping, media planning and analytics, table import wizards and graphical interface components.
AppSmyth: Partner, Marketing and Operations for startup mobile application development firm focusing on the quickservice restaurant and hospitality industries. Have just signed letter of intent for first national client, in RFP process (final 8 out of 30) for national Subway stores, pursuing angel and early VC level funding.
2003 - 2005
Lived a life's dream adventure by following husband to Mumbai-based Asian office for New York FInancial Consulting firm. Studied Asian Art, Literature, Yoga. Spent one summer in Prague to open East Europe office. Lived the Good live as an Expat!
2000 - 2003
VP of Media
·Managed advertising strategy, planning and buying for chain with 150 stores in Western US and the Pacific and $34 billion in annual sales. Reported to SVP, Sales Promotion with direct link to CEO, Macy’s West.
·Oversaw media budget of over $200 million apportioned between storewide promotional support, merchant discretionary funds for specific families of business, and matching vendor supporting funds.
- Planned and managed newspaper advertising in over 40 major market dailies, including LA Times and San Francisco Chronicle as well as TV and Radio buying in over 23 TV DMA’s and 40 Radio ADI’s. Oversaw development of early stage teen website development; managed cross-cultural advertising vehicles.
- Introduced new marketing/planning tools to Federated including regular use of CMR to monitor competitive spend, Interactive Marketing Systems for reach and frequency and media mix measurement, as well as Scarborough marketing research.
·Cross-trained media and marketing teams by formulating DMA specialists. Educated primary merchants on mechanics of media planning, importance of measuring and reacting to media trends, competitor spend, etc. Formed “liaison” teams between merchants and advertising support, combining spend, increasing overall market presence.
·Revamped advertising strategies in response to dramatically falling sales:
oCut newspaper advertising to 50% of prior levels in response to diminished readership and frequency overkill.
oReworked TV campaigns to emphasize recency planning and establish “umbrella branding” around 2-3 day sales promotion campaigns to keep message in front of consumer longer.
oIncreased funding to upscale cable networks to better target higher end Macy’s customer.
oIncreased Hispanic advertising spend, reflecting importance of this customer segment in specific Macy’s marketing areas.
oIncreased national magazine exposure by combining budgets, running 4-C inserts, promoting brand as opposed to promotion message to customer base trained to see coupon strategies.
oSuccessfully pitched massive change in ad strategy to management geared in “this year-last year” repeat strategies. First massive overhaul of advertising in over ten years.
2000 - 2002
Director of Client Services
Initiative Universal Media
·Maintained base business by serving as liaison between clients, account management team, and regional buying/planning operations.
·Produced and presented new business pitches.
·Served as primary account executive for Cisco Worldwide, Sybase, Yahoo!, Palm Inc.
·Managed 100M in billings
·Left after being recruited by Macy’s West, Inc.
1992 - 2000
VP, Media and Research
WF of R, Inc.
·Head of planning and media research for independent ESOP media agency with $175M in reported billings in national TV, radio and magazines.
·Company specialized in advertising planning and buying for major US packaged goods operations for both established companies/brands and launching new brands.
·New product launch specialist:Partnered with President/CEO’s, VP’s of Marketing and Brand Management to launch new products from initial distribution and test phase to rollout and eventual national support.Developed initial sell-in collateral, analyzed IRI B-Scan and creative mix testing, recommended initial rollout plans and annual support media plans.
oChattem Drugs: Launched Gold Bond and pHisoderm national ad plans after company new product acquisition.
oEnamelon Toothpaste:Worked with team from initial 7-market, $2.5M dollar startup plan to $22M national introduction.
oTherasense :Launched radical new diabetic health care product promising painless glucose testing.Worked with VP Marketing from initial sell in plan to doctors, diabetic educators year one to general consumer plan. Company sold to Abbott Labs after successful 3-year track record.
§Restaurants: Friendly’s Family Restaurants, Chi-Chi’s
§Combe, Inc. (Grecian Formula, Lanacane, OdorEaters)
§MedTech:(Compound W, Cutex Nail Remover)
§Radio Stations:KBIG Los Angeles, KDFW Dallas, KPIX San Francisco, and 18 major market radio stations in partnership with Miller and McCall.
§McCain Foods:McCain Pizzas, McCain French Fries
·Responsible for training of research and buying staff, negotiating media vendor contracts, client presentations.