Accomplished marketing/sales executive with expertise in a variety of marketing disciplines, including advertising, promotion, public relations, market research, e-commerce and database marketing. Highly regarded for creative problem solving and strategic abilities with strong consultative selling, analytical, communication, leadership and management skills.
Apr 2008 - Jan 2009
Sherman Specialty Co.
Responsible for all aspects of the business for $20MM direct marketing/sales company specializing in party supplies, toys and advertising specialties for the dental, restaurant and party markets. • Increased profitability by reallocating marketing and sales resources to more effective programs. • Developed new systems and procedures to better track and manage the various businesses. • Significantly reduced costs by moving banner printing and pad printing operations in-house.
Dec 2005 - Sep 2007
Served as general manager of this institutional furniture direct marketing company owned by KI, with P&L responsibility both furniture sale and rental divisions. Personally directed the day-to-day marketing function for both divisions. • Created e-commerce websites for catalog and rental divisions and developed marketing programs for the Internet including banner ads, search engine optimization, pay-per-click advertising and e-mail campaigns. • Developed brand positioning for catalogs and website. • Created circulation planning and analysis systems. • Purchased A-PartyMaker, a Long Island based party rental company and integrated the operation into the existing rental division.
Dec 1997 - Dec 2005
MSC Industrial Supply
Managed marketing function for Enco, a direct marketing division of NYSE industrial supply distributor. Responsible for P&L of monthly sales catalogs, package stuffers, magazine ads, card decks, trade shows, e-mail marketing and web site. Supervised staff and output of Internet marketing agency, in-house advertising agency, Production, Circulation and Internet departments. •Created e-commerce website and developed marketing programs for the Internet including banner ads, search engine optimization, pay-per-click advertising and e-mail campaigns.
Apr 1995 - Dec 1997
Director of Marketing
Directed the marketing function for bedding telemarketing operation. Responsibilities included advertising, promotions, distribution, market research, database marketing, the Internet and public relations. Supervised agencies and staff. • Appended demographic and lifestyle data to the customer file in order to identify, profile and target key customer segments. • Used findings from research and database analyses to redirect marketing expenditures into more effective creative, media and promotions • Developed strategic alliances with furniture stores that gave company the ability to display its products at retail and increase sales revenue by reaching consumers who want to shop in stores. • Created website and developed marketing programs for the Internet. • Initiated a cross-marketing program with the Broadway show, Once Upon A Mattress that enhanced the company’s image, improved sales and increased the average transaction.
Apr 1993 - Apr 1995
Director Market Research & Direct Marketing
Managed all direct marketing activities including catalogs, outbound telemarketing campaigns, list brokerage, database analyses, and customer service surveys. Captured local delivery business utilizing name recognition and designating local New York flower shop 1-800-Flowers, the genesis of the company's retail business channel.
Feb 1992 - Apr 1993
Coordinated marketing efforts of Circulation, Advertising Sales, Community Affairs and Editorial Departments. Developed programs to build single copy and subscription sales, new editorial products, value added promotions for Newsday’s advertisers and sales presentations to clients and agencies. Supervised a staff of four. • Developed and executed the plan to market Newsday’s Gardening, Newsday’s first magazine to be sold to consumers. • Created value added promotion programs for the grand opening of Kmart’s first New York City store, providing its most successful store opening to date. • Initiated plans for direct marketing programs to generate new subscriptions and increase lifetime value of current subscribers.
Jan 1990 - Feb 1992
Vice President - Database Marketing Services
Citicorp POS Information Services
Developed and sold information products and services that accessed Citicorp’s supermarket purchase behavior database to senior marketing executives at packaged goods manufacturers. Products included advertising/promotion evaluation services, targeted direct mail cooperative coupon programs and purchase behavior lists. Responsibilities included product development, consultative selling, relationship management, proposal writing, panel data analyses and client presentations. • Developed a unique service that gave packaged goods manufacturers the ability to quantify the results of their direct marketing programs in terms of incremental volume, trial, repeat purchasing, purchase frequency, ROI and identification of profitable customer segments.
Nov 1982 - Dec 1989
Vice President - Account Supervisor
Provided account management leadership to several of Ayer’s premier accounts. Developed and implemented highly effective advertising strategies on all account assignments. •Burger King. Developed significant portion of new business presentation that won this $200MM account. Planned and executed national advertising programs for brand image, new products, consumer promotions and advertising to children. •Citibank. Achieved 70% share of New York IRA market in 1986. Won three 1987 FAMA awards for best financial services advertising. •AT&T Consumer Products. Developed creative strategy for resolicitation pitch that consolidated this $50MM account at Ayer. Implemented award winning “Second Class Phones” campaign that regained dominant share of telephone equipment market for AT&T. •JCPenney Financial Services. Developed and implemented both advertising and marketing plans to sell financial products and services in JCPenney stores. Won 1984 EFFIE for advertising effectiveness.
Jun 1976 - Nov 1982
Kraft General Foods
After holding increasingly responsible positions in GF’s Marketing Research Department promoted into Product Management in the Maxwell House Division’s Marketing Department. •Successfully introduced Maxwell House Master Blend, allowing GF to regain share of market leadership for ground coffee and the Corporation to exceed its 1982 profit objectives. •Returned Mellow Roast to profitability by developing and executing a cash optimization plan that consolidated the brand into areas of geographic strength. •Conducted all primary research for Maxwell House Division. Managed research budget exceeding $2MM. Supervised outside suppliers and research analysts. •Managed acquisition and analysis of all syndicated research data for Maxwell House and Foodservice Divisions. Developed forecasting models of coffee market that significantly improved both Divisions’ profit planning.