PROFILE
An experienced leader with demonstrated accomplishments in strategic marketing, brand management and team building based on work for recognized consumer brands and leading B2B organizations.
Over 20 years experience including work in: marketing research and analysis; targeting and segmentation; buying cycles; strategy and positioning; business development; B2B sales strategies and value propositions; sales coaching; relationship marketing; global brand launches; pricing, packaging, merchandising and promotions; brand essence, brand architecture and corporate identity; new products, product reformulation and product testing; marketing channels; integrated marketing and communications planning; media planning; TV, radio, print and outdoor advertising; advertising strategy; advertising development; public relations; direct mail; web site and intranet communications; marketing collateral development; events, sponsorships and partnership assessments; trade show and sales support; CRM and CEM systems; internal communications, budget management; financial analysis; team supervision; agency management and marketing implementation.
Marketing and Strategy:
Proven success in analyzing data for businesses and industries, identifying insights and opportunities, and developing strategies or plans that drive results. Significant experience in defining, redefining, enhancing and protecting the brand.
Innovation and Change:
Adept at uncovering new approaches or innovative offerings and connecting opportunities to current target, business or brand. Proactive, resourceful, creative problem solver; takes initiative and can start from scratch when necessary.
Leadership and Communication:
Demonstrated ability to work with senior leadership to develop, articulate and champion a clear, long-term direction. Can energize and develop teams. Analytical. Organized. Adept at building support for ideas. Broad business acumen.
PROFESSIONAL EXPERIENCE & ACHIEVEMENTS
MARKETING & MANAGEMENT
LaSalle Bank, (part of the Bank of America banking network) July 2006 Jan. 2008
A mid-sized bank (19,000 employees) offering a broad set of financial solutions to commercial clients and consumers.
Title: Senior Vice President, Commercial / Wealth Management Marketing
Recruited to lead the B2B marketing efforts for 15 commercial and specialty lines; wealth management group subsequently added to overall responsibilities; charged with creating growth, driving cross-sell, improving innovation, leading research, identifying target insights, disseminating best practices and ultimately, building the brand.
Devised research insights. Developed target buying cycle and marketing team vision to create success roadmap.
Conceived integrated strategic marketing plans for commercial and wealth businesses to drive sales.
Implemented improved marketing planning and creative development process encompassing outside consultants.
Repackaged business owner offerings to create more compelling choice for targets. Devised marketing plan.
Led team of 11 professionals. Restructured team roles and responsibilities to increase efficiency.
Aon Corporation, 1999 June 2006
A Fortune 250 global financial services company providing innovative financial and consulting solutions to address client issues. Supported 600 offices in 120 countries for company with 47,000 employees.
Title: Director of Marketing Communications
Recruited to lead the launch and implementation of a worldwide brand campaign in support of the business; to partner with internal leaders and develop strategies that create synergies within and across multiple units in order to increase cross-sell and retention; to drive integration of global businesses offerings; to build consistency, innovation and best practices; to conceive team structures which deliver business goals; to develop a comprehensive marketing plan and research strategy that effectively positions the brand, builds reputation and drives success.
Led global strategy; developed integrated marketing plans through collaboration with 8 worldwide business units.
Led cross-business team in updating revised global visual communications standards saving over $800,000.
Enhanced brand statement by developing a target message map that clarified the brands key points of difference.
Led implementation of $14 million worldwide brand launch encompassing TV, print, radio, direct mail, PR, events, collateral, sponsorships and internal communications. Exceeded goals for increasing brand awareness and image.
Devised scheme for overall brand architecture and created decision tree to rationalize numerous acquisitions.
Conceived strategies and coached sales teams for large prospect RFPs. Drove $3,000,000+ incremental revenue.
Worked with sales and led value proposition research advised 1,000-member sales team on use.
Recommended research approach and devised questionnaire for target communications study.
Initiated overhaul of global website homepage increasing traffic by 150% to key industry sections.
Led 12-person team developing national sales show strategy and presence for event with over 5,000 attendees.
Managed public relations efforts including news releases and sponsorships. Created news releases guidelines.
Created partnership and alliance evaluation process to ensure effective expansion and promote efficiency.
Developed enhanced budget process that improved reporting and reduced time required by 25%.
Hired, and then led marketing and internal creative teams (as many as 10). Collaborated with numerous company resources in a complex matrix setting. Oversaw and developed systems for high productivity (300+ items/ year).
Managed three agency resources and numerous consultants. Drove projects, strategies, timelines and budgets.
Guided professional development of staff leading to three promotions.
ADVERTISING & MARKETING
Foote, Cone & Belding, 1994 - 1999
Title: Account Director (clients included Quaker and Helene Curtis)
Led brand planning and overall marketing initiatives for $100mm Quaker account and $15mm Suave account.
Guided many marketing elements such as product development, pricing, packaging, channels and merchandising.
Revitalized $100mm brand, achieving 2% growth in a declining category after a three year, 25% decline.
◊ Implemented new process for advertising strategy development. Improved TV, print and team involvement.
◊ Assisted in development of new product formulation and client branding strategy ultimately adopted on shelf.
◊ Improved media mix efficiency by analyzing target distribution and reallocating advertising spending.
Stabilized $13mm brand, resulting in 1% growth in a declining category after a three year, 4% decline.
◊ Evaluated entire marketing mix and provided long-range vision for brand; created "roadmap" for achievement.
◊ Led competitive research and expanded reach of established brand through revised target definition.
◊ Translated new vision and segment insights into business drivers to grow sales. Reassessed retail channel mix.
Coordinated with public relations to tie marketing efforts with sponsorships, events, licensing and media relations.
Supervised and guided professional development of direct report for promotion to next level.
GreenHouse Communications, 1993 - 1994
Title: Senior Account Executive (numerous clients in healthcare arena)
Led the development of integrated marketing communications plans for six health care industry clients.
Launched women's center for local major medical provider with event attendance exceeding client expectations.
Opened retirement community project with initial unit closings exceeding plan.
Leo Burnett, 1990 - 1993
Last title: Account Executive (clients included Tropicana and Keebler)
Led new products efforts and oversaw launch in $3 billion category meeting 100% of launch goals.
Coordinated international efforts. Authored alternate target analysis leading to new retail channels and sales.
Led advertising production for TV, print, outdoor, radio and promotions. Led promotion strategy creation.
ACCOUNTING & FINANCE
Deloitte, Haskins & Sells, 1984 - 1988
Last title: Senior Accountant (clients included, manufacturing, financial services, hospitals, not-for-profits)
In-charge accountant supervising up to six individuals.
Completed 100% of financial audits on time. Audited numerous clients with assets well in excess of $50 million.
Attained Certified Public Accountant (CPA) and Certified Management Accountant (CMA) designations.
EDUCATION
Indiana University, Bloomington, Indiana, M.B.A., marketing, 1990, president of MBAA, initiated ethics program.
The Ohio State University, Columbus, Ohio, B.S.B.A., accounting, 1984, dean's list, fraternity treasurer.
PROFESSIONAL & COMMUNITY AFFILIATIONS
Park District, elementary school soccer / basketball coach, girls and boys teams, 2003 present.
Air Lift Unlimited, Inc., Board of Directors member, vice president, 1999 2003.
Optima Center Condominium, Board of Directors member, treasurer, 1998 1999. |
