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Objective

To obtain a Sr. Director or Vice President of Marketing position in Greater Los Angeles at a consumer-facing company in the entertainment.or consumer products industries.

Summary

1.   New media savvy Marketing Executive with heavy consumer
      products marketing experience.

2.   Passion for driving sales, building brand equity, and creating      
      consumer demand.  

3.   Exceptional track record from Who's Who of world's  best brand
      marketing  companies:  
The Walt Disney Company, NBC Universal,
      Nestlé, and Kellogg's. 

4.   Marketing specialist (vs. generalist) of consumer marketing, brand
      management, digital marketing & social media, and advertising &
      promotions.

5.   Classically-trained, consumer packaged goods marketer with
      e
xperience off-the-beaten path in entertainment and on agency side.

6.   Cross-category success in licensed consumer products, TV
      programming, home entertainment, theme park, and food.  

7.   Results-driven, hands-on leader with experience running fully-staffed
      and one-person marketing department. I don’t just oversee & delegate.

Work History

2017Present

Vice President, Marketing & Business Development

MAGIC JUMP, INC. / MAGIC JUMP RENTALS
  • Handle marketing and business development for sister companies: Magic Jump (national inflatable amusement ride manufacturer) and Magic Jump Rentals (local party rentals business).
2015Present

Vice President, Marketing

DARBY POP PUBLISHING
  • Provide marketing leadership for company and new comic book series.  Report to Founder of independent comic book company. 
  • Support launch of graphic novels and comic books including first-ever, official Bruce Lee comic book with PR; YouTube influencer outreach; Facebook & Instagram ads; and joint promotion.
  • Completely sold out inventory of graphic novels on Amazon and of comic books at Diamond Comic Distributors.

2012Present

Marketing Consultant & Advisor

MARKETING BRANDS CONSULTING
  • Clients:  Super League Gaming; Sunkist Snacks; Sky Zone Indoor Trampoline Parks; Sun-Mate Corporation; SMC Entertainment Group
  • Super League Gaming:  Acting Director of Marketing with responsibility for running marketing for gaming events on Minecraft, the second best-selling video game of all time. Exceeded Management expectations with successful launch of new Minecraft summer series.  All marketing significantly exceeded industry average benchmarks for lead generation into sales funnel.  
  • Sunkist Snacks:  Interim VP Marketing for growing start-up healthy snack food company.  Handled special marketing projects.
  • Sky Zone:  Contributed to company’s highest grossing month ever with social media campaigns in support of Sky Zone on “Undercover Boss” on CBS.  Generated incremental $2 million in sales revenue with company’s first national media campaign; this was 10% increase in comp store sales vs. prior year.  Increased website traffic by 40% and decreased bounce rate by 37% on skyzone.com with re-designed website.  Grew social media to 1.2 million followers across company’s social media sites.
  • Sun-Mate Toys:  Drove significant holiday sales on Jungle Book toys by setting up and developing Amazon webstore into brand’s top-selling retail channel.  Supported Jungle Book toys with comprehensive digital marketing plan.
  • SMC Entertainment:  Significantly increased website traffic on thejunglebookus.com with re-designed website and Burger King promotion.  Quadrupled Facebook likes on Jungle Book with optimization, posts, social media plug-ins, cross-channel marketing.  Secured new business as global licensing agent of hot mobile games app studio; projected to be top revenue driver.
20062012

Vice President, Marketing & Interactive

DiC/COOKIE JAR ENTERTAINMENT (Now DHX Media)
  • Brands: Strawberry Shortcake;  Caillou; Richard Scarry; Johnny Test; CBS Saturday Morning Kids’ Block; Good Luck Trolls
  • Head of Marketing & Interactive department with responsibility for leading marketing organization including consumer marketing, brand management, marketing services, and sales support.  Reported to C-level executives.  Oversaw team of up to 6 direct reports.  Core member of Executive Leadership Team.
  • Rejuvenated American Greetings’ Strawberry Shortcake brand to $4 billion in global retail sales by leading major brand re-launch, including strategic oversight of licensing agents and global marketing plans.  This was company’s #1 largest revenue stream.
  • Generated 88% increase in merchandise revenue from $2.6 to $5 million on Cookie Jar brands (Caillou, Richard Scarry’s Busytown, Johnny Test) by driving 360° brand development including toy launches, retail marketing, tie-in promotions, e-commerce, Facebook, mobile apps, mommy blogging.
  • Delivered 30% increases in TV ratings and only upward trend in network broadcast TV on Saturday mornings on CBS Saturday Morning kids’ TV programming block with “tune-in” campaigns including traditional advertising, watch & win promotions, digital marketing.
  • Generated $1 million in sales revenue and significant marketing value by securing and executing third-party licensed promotions (kid’s meals) with McDonald’s, Wendy’s, Carls Jr.; branded food licensing deals with Kellogg’s and Litehouse Foods; and strategic partnerships with non-profits such as American Automobile Association, Alex’s Lemonade Stand Foundation, Produce for Better Health Foundation, 4-H.  
  • Oversaw digital marketing & social media, and launched websites, social media sites, e-commerce sites, mobile apps and digital marketing campaigns that drove consumer engagement and sales revenue.
20042006

Managing Director

CATAPULT MARKETING (Top 5 Promotion Agency)
  • Client:  Mars Petcare, the world’s largest petcare manufacturer
  • Oversaw agency's largest client, Mars Petcare, including account/client management, promotion plans, program execution, payout analyses.   Reported to president.  Oversaw 3 direct reports.
  • Drove agency’s highest annual retainer increase with 120% increase in number of marketing activities (from 26 to 57) and 71% increase in consumer promotion spending (from $10 to $17 million) on Pedigree, Temptations, and Schmackos pet snack brands.
  • Drove 28% increase in client’s sales revenue (from $119 to $152 million) across Mars Pet Snacks/Treats brand portfolio with comprehensive consumer promotion plans, including branded entertainment with an extreme dog stunt show.
    20012004

    Sr. Franchise Manager, Disney Consumer Products

    THE WALT DISNEY COMPANY
    • Brand:  Disney's Winnie-the-Pooh, the #1 most valuable character franchise in the world per Forbes.com’s annual “Top Earning Fictional Characters List."
    • Responsible for strategically managing core brand, including collaboration with sales, creative, retail and international teams; franchise plans; sales tools; relationship management with Disney’s content divisions; and synergy marketing.
    • Drove double digit increase in global retail sales on a mature $5.9 billion Disney’s Winnie-the-Pooh business by developing and executing global strategic brand plans; providing brand stewardship on Disney’s Winnie-the-Pooh initiatives across The Walt Disney Co’s content divisions; and leading new licensed consumer product programs. 
    • Generated incremental merchandise revenue of $60 million on Disney’s Winnie-the-Pooh by driving Easter/Spring and non-Pooh licensed product programs based on secondary characters. 
    • Generated $4 million in sales at Target and Petco from new line of Disney Pets dog products.
    20002001

    Sr. Brand Manager

    NBC UNIVERSAL
    • Responsible for rental titles within Home Entertainment Division and previously for Hispanic marketing within Theme Park division. 
    • Achieved record-breaking results on The Fast and the Furious home entertainment release with $75 million in sales in 1st week -- and biggest 1st week in DVD rental history with $6 million in rental revenue -- by developing creative marketing plan that included DVD special features, advertising, auto promotions, MTV sponsorship, publicity stunt. 
    • Doubled Hispanic attendance to Universal Studios Hollywood theme park by leading Hispanic marketing with fully-integrated marketing programs, general market overlays, in-park programs, special events, park discounts, beverage partnerships, and ad campaigns.
      19982000

      Marketing Manager

      NESTLE USA
      • Brands:  Raisinets; Goobers, Sno-Caps; Turtles
      • Served as business lead of profit centers that generated $94 million in sales.  Traditional brand assignment with P&L responsibility; and non-traditional “channel marketing” assignment on Nestlé’s candy brand portfolio in movie theaters.  Oversaw 2 direct reports and training for all Marketing Associates.
      • Increased sales of Nestlé’s “Movie Candy” brand, Nestlé Raisinets, by $10 million (from $24 to $34 million) by launching new flavor extension and pack type, Nestlé Yogurt Raisinets in bag.
      • Increased retail sales of Nestlé’s chocolate & confection brands by 10% (from $23 to $25 million) in movie theater channel by co-developing new go-to-market plan with menu of consumer-driven, co-marketing programs. 
        19961998

        Brand Manager

        KELLOGG'S USA
        • Brands:  Kellogg’s Rice Krispies Treats; Kellogg’s “Single Serve” Portfolio
        • Served as business lead of profit center that generated $240  million in sales.  Led all brand activities including brand plans,  P&L responsibility, cross-functional team leadership, new product/pack types, channel development, consumer engagement, and consumer understanding.
        • Led team that transformed Kellogg's Rice Krispies Treats into major snack brand by doubling retail sales to $1/4 Billion (Kellogg’s #1 revenue growth driver) and drove start-up of “Food Away From Home” business unit by re-launching Kellogg’s Rice Krispies Treats in Front End and developing all trade channels.
        • Drove impulse sales of Kellogg’s Rice Krispies Treats by investing $30 million in marketing on consumer engagement activities, including media plan that built in-your-face presence and ad creative for three TV commercials that built top-of-mind awareness.
        • Generated $60 million in sales on Kellogg’s Rice Krispies Treats by launching new candy pack types.  Fun-Size Bag became #1 selling new Halloween item; and King-Size Bar was awarded “Best New Snack Product” by Convenience Store News.

        Education

        Testimonials

        • Michael did an incredible job helping us through a critical time. He's intelligent, creative, reliable, and brings a sense of urgency.  I'd highly recommend him for marketing leadership roles. Nick Desai, CEO, SNACK IT FORWARD
        • Michael is a savvy digital marketer that is pleasure to work with and a team player. Jeff Platt, CEO, SKY ZONE FRANCHISE GROUP
        • Michael is incredible marketer, strategist and polished executive. He excels in strategic planning and brand development. Lisa Streff, SVP, SMC ENTERTAINMENT
        • It is an excellent marketing plan you put together. It is balanced with a number of smart items which should provide us a lift and build awareness. Andy Heyward, Chairman/CEO, DiC ENTERTAINMENT
        • You’ve been doing a great job! Your clients love you, you deliver strong promotion plans for them, and you’ve been doing a great job coaching & developing your direct reports. Shari Brickin, EVP, CATAPULT MARKETING
        • Michael is a strong strategist and brand marketer. He sees the big picture to determine long-term strategy and is able to determine the steps needed to execute flawlessly. Mary Beech, VP Franchise, THE WALT DISNEY COMPANY
        • This (The Fast and the Furious) is a f**king awesome marketing plan. It feels big. Hilary Hoffman, VP Marketing, UNIVERSAL STUDIOS HOME ENTERTAINMENT
        • I like working for you. You make me feel like a business partner instead of a subordinate. Rodney Brown, Brand Assistant, NESTLE USA