Russell Raman

Russell Raman


Marketing executive with brand and P&L management credentials earned at Warner-Lambert, Lever Brothers and National Distillers Products. Consistent record of profitably driving sales and market shares through rigorous analysis and strategic planning, creation of integrated branding campaigns and aggressive new product development.

Skills strengthened over three distinct - yet progressively related - marketing career phases: consumer packaged goods brand management, advertising agency account management and business-to-business marketing management.

Signature career achievements secured by relentlessly pursuing innovative, value-added and customer-focused marketing solutions while promoting a multi-function, "can-do" team approach to each challenge tackled.

Work History

Work History
2007 - Present

Marketing Director

Morris Visitor Publications

Hired to upgrade quality, creativity and productivity of marketing department as well as lead all marketing and web initiatives for this multimedia publishing division of Morris Communications and publisher of leading New York City guest magazines IN New York and WHERE New York.Manage annual budget exceeding $1.25 million and team of five marketing, graphic design and web professionals responsible for sales promotion, public relations, special events, advertorial production and direct marketing to differentiate MVP/NY publications as delivering "The right readers. The right response. The right returns."

·Forged win-win promotional alliances with The Broadway Channel, NYC TV, New York Times Travel Show, Hospitality Sales & Marketing Association, Times Square Alliance, In-Flight Media, the Luxury Marketing Council and the American Crafts Festival.

·Profitably produced 2007 Hotel Excellence Awards Gala for 530 guests to recognize superior service achievements within New York City's hotel and hospitality industry.

1996 - Present


MOJO Marketing

Independent marketing and branding consultant to publishing, advertising, business information, home furnishings, financial services and Internet / e-commerce companies.Completed strategic planning, branding / re-positioning, communications, new product development and other business development projects for clients including:

  • Fairchild Publications (magazine publisher)
  • Cox Advertising (advertising agency)
  • Corbis Corporation (stock photography)
  • (online business information)
  • Top Driver, Inc. (driver education)
  • Veronis Suhler & Associates (investment bank)
  • Up In The Air Productions (start-up TV and music production company)
  • F. Schumacher & Company (home textiles and wall coverings)
  • Tufenkian Carpets (area rugs and carpets)
2004 - 2006

Director of Marketing & Business Development

American Kennel Club

Headed all marketing and branding initiatives to raise awareness and revenue for the world's largest dog registry and non-profit governing body for the sport of purebred dogs.Built first marketing department in organization's 122-year history, and directed activities of five marketing, customer relationship and business development professionals.

·Negotiated licensing, e-commerce, partnership marketing and event sponsorship contracts generating +$1.1 million incremental revenue, and crafted new policy unanimously approved by Board of Directors to tighten AKC control of broadcast licensing rights and revenues for televised dog shows.

·Launched "authority and advocate" multimedia advertising and public relations campaign to re-position the American Kennel Club as "More than champion dogs... We're the dog's champion."

1989 - 1996

Director of Marketing and Communications

Imported classic consumer packaged goods marketing concepts to transform this "Big Six" accounting and professional services firm to a sales- and marketing-driven culture.Built first full-service marketing department in firm's 100-year history to create strategically relevant branding campaigns to increase name recognition, expand client base and grow revenue.Managed staff of 26 marketing, communications, special events and graphic design professionals who contributed to +25% revenue growth.

·Conceptualized practice re-structure into industry-focused Business Units and functionally-based Service Lines, and promoted competitive point-of-difference behind "We listen... We deliver" proprietary client service positioning.

·Headed crisis management public relations activities following the firm's emergency evacuation from offices in the World Trade Center after 1993 terrorist bombing, producing unparalleled press coverage of successful disaster recovery operations.

1987 - 1989

Account Supervisor

Client service, account management and creative team leadership responsibilities at two divisions of this worldwide communications company:


Account Supervisor1988 - 1989

Internally recruited to manage advertising clients billing over $8 million annually, including Hoya Crystal USA and Johnson & Johnson's Personal Products Division ("OB Tampons").Supervised two account executives.


Vice President and Project Director1987 - 1988

Directed new business development and managed client positioning, naming, market research and logo graphic design projects for this leading corporate identity consulting firm, generating $1.3 million in client service revenues.

1980 - 1987

Senior Product Manager

Directed marketing programs for new products and nationally advertised brands in Breath Mint, Chewing Gum and Cough Tablet categories.Full P&L responsibility for brands generating $112 million in annual sales - supported by advertising, promotion and market research budgets exceeding $23 million - for products including Certs Mints, Hall's Cough Tablets, Dentyne Chewing Gum, Clorets Gum and Mints, and new chewing gum products.

·Grew Certs Mints to become first brand in Group history to exceed $100 million in annual factory sales, including +13% sales gain and market share growth to 30%, and launched new Sugar Free Certs with NutraSweet.

·Defended Hall's Cough Tablets against new cough drop competitor launched by M&M / Mars, limiting new brand's peak market share to 7%, eventually resulting in new brand's termination and market withdrawal.

1977 - 1980

Product Manager

Recruited to market nationally advertised brands and new products including Dishwasher "all" automatic dishwasher detergent, Sunlight, Dove and Lux dishwashing liquids, new VIM liquid scouring cleanser as well as Concentrated "all", Breeze, Rinso and Drive laundry detergents.

·Developed and launched new Sunlight Dishwashing Liquid into test market behind unique "10% real lemon juice for extra cleaning power" brand positioning, achieving unprecedented 14% share of market after only 8 months.





Skills Inventory -- R. Raman

  STRATEGIC PLANNING Goal Identification and Evaluation Business ("SWOT") Analysis Competitive Monitoring and Assessment Strategic / Operating Plan Development   PRODUCT / BRAND MANAGEMENT Budget Planning / Profit & Loss Responsibility Sales Planning and Forecasting Branding, Positioning and Identity Pricing Analyses and Recommendations Marketing and Product Research Package Design, Testing and Evaluation   ADVERTISING and MEDIA Copy Strategy Development (TV, Radio, Print, Internet) Creative Development (Copy, Editing) Media Planning and Buying Web Design Oversight and Content Development Client Service / Account Management Creative Team Leadership   SALES PROMOTION Consumer Promotion Strategies and Programs Trade Promotion Strategies and Programs Merchandising / Point-of-Sale Enhancement Direct Marketing Campaigns (Print, Electronic) Retail Plan-O-Gramming and Shelf Management   RESEARCH & DEVELOPMENT New Concept Generation New Product Development and Testing   PUBLIC RELATIONS AND MARKETING COMMUNICATIONS Crisis Planning and Media Management Media and Investor Relations Press Releases and Media Kits Strategic Alliances / Marketing Partnerships Videotape Script-Writing and Production Executive Speech-Writing Internal Employee Communications (Print, Electronic) Trade Show Scheduling and Exhibits   BUSINESS AND SALES DEVELOPMENT Target Account Identification Sales Research and Surveys Direct Marketing Campaigns Special Events and Conference Production