Download PDF

Summary

Passion for building brands, integrating new technologies and identifying process improvements to deliver innovative marketing solutions.

Data-driven, strategic marketer with expertise and success across digital, social, and traditional marketing media. Deep background in agency and client-side marketing, advertising, product development, consumer research, R&D, and operations with strong consumer packaged goods, restaurant, and retail experience.

Areas of Expertise

Advertising ~ Strategic Brand Planning ~ Consumer Insight ~ Brand Positioning ~ Market Research & Analysis ~ Retail Promotion ~ CRM ~ Loyalty Marketing ~ Social Media ~ Customer & Channel Development ~ Mobile Marketing ~ New Product Development~ Internet Lead Generation

Work experience

2007Present

Account Director

Calise Partners (formerly Calise and Sedei)

Oversee Service Experts ($600MM division of Lennox International) and Taco Cabana ($300MM) accounts

  • Led effort to re-position the Taco Cabana brand
  • Reversed 2-yr. negative sales trend and achieved record high levels of brand awareness
  • Counsel clients on brand development strategies and business building opportunities
  • Provide strategic direction and tactical supervision to account and creative teams
  • Lead new business development efforts, manage account teams, drive brand positioning initiatives, and
  • Manage social media initiatives, internet-based lead generation, and traditional media marketing campaigns
  • Grew account revenues, primarily through digital initiatives including email marketing, social media (Facebook and Twitter), and mobile marketing campaigns
  • Generated $500K in new revenues and $300K annual cost savings by developing online customer satisfaction and referral program for Service Experts
20062007

Vice President, Group Account Director

The Integer Group

Led agency team for national accounts including 7-Eleven, Radio Shack, and Dave & Buster’s

  • Directed account teams and managed P&L supporting major retail accounts
  • Oversaw brand development and promotion programs including creation and production of in-store merchandising and point–of-purchase materials
  • Identified and implemented new processes to improve efficiencies and drive higher profits
  • Re-positioned Dave & Buster’s by leveraging the brand’s unique proposition
  • Developing highly successful Eat & Play Combo promotion program; increasing avg. transaction
  • Led initiative to retain customers and minimize lost revenue from Radio Shack store closings through development and implementation of online and direct mail programs
  • Managed the company’s first online portal implementation delivering cost savings and significantly shorter turn-around times on print and digital work
20042006

Marketing Director

Comcast Spotlight

Led Marketing, Promotion, Research, and Creative Services teams

  • Recruited to realign the sales support organization to more effectively achieve revenue goals
  • Upgraded staff and provided coaching and mentoring to four distinct teams responsible for providing support to local, regional and national sales teams
  • Collaborated with advertisers (and agencies) to create integrated advertising programs, leveraging advanced technologies and innovative products to help advertisers improve their advertising ROI
  • Led Promotions team through development and execution of 100+ client promotions leveraging assets from major cable networks including ESPN, Discovery, MTV, and TNT
  • Creator and Executive Producer of 360 Home, a cable TV program dedicated to featuring local residential real estate listings 24/7; generated positive cash flow from first air-date
  • Spearheaded creation of an online portal that enabled current and prospective advertisers access to market-level research- became the model for a company-wide portal supporting all markets
20012004

Group Account Director

Tracy Locke

Managed agency teams supporting Harrah’s Entertainment, 7-Eleven, and pro-bono Ad Council campaign

  • Oversaw strategic marketing, advertising and media planning for 26 casino properties
  • Led account and creative team through brand building initiatives, including creation and implementation of advertising and promotional campaigns; ongoing media plan revisions to address local media opportunities
  • Orchestrated development of Harrah’s Total Rewards program (customer loyalty program)
  • Identified and capitalized on key consumer insights to redesign 7-Eleven’s Fresh Coffee program, offering customers highly customized beverage choices to compete with Starbucks
  • Spearheaded national Ad Council advertising campaign to build awareness for energy efficiency
19952000

Vice President, Advertising and Marketing

Guiltless Gourmet

Directed Marketing and Advertising operations / Product reformulation and re-branding efforts

  • Recruited to transition Guiltless Gourmet from its specialty natural foods niche to a sustainable, mainstream snack food company - helped grow revenues to $15MM in five years
  • Provided strategic direction and leadership to change distribution from specialty food to DSD
  • Conducted extensive consumer and product research that led to product reformulation responsible for increasing consumer acceptance and purchase intent by more than 50%
  • Initiated online program to manage ongoing consumer sampling effort more cost-effectively
  • Directed package redesign effort that led to 15% sales growth in a single year
19901995

Director of Marketing

State Fair Foods, Inc.

Led brand management efforts for frozen convenience food line in retail, food service, deli and club channel

  • Grew consumer packaged goods business from $20MM to $84MM in six years, earning division recognition as a “high growth” company within Sara Lee Corp.
  • Recruited and developed marketing team from one person to a department of seven full-time professionals
  • Championed the development and introduction of "Mini" Corn Dog product line from concept to national distribution, contributing $7MM of incremental revenue in first two years of production
  • Utilized sponsorship/event marketing to achieve dramatic sales gains during traditionally soft sales season

Education

Bachelor of Science

University of Texas- Austin