EXECUTIVE PROFILE
Senior Marketing Executive (VP/SVP/CMO) with extensive experience guiding domestic/international marketing strategies for Fortune 50 organizations (Wal-Mart, Costco Wholesale) and aggressive mid-tier category leaders (ELES Global Media, Lloyd Booth International). Recognized expert in global marketing, supply chain, and business operations. Chief architect of numerous successful market penetration strategies, including leadership of country-specific execution efforts in China, Japan, India, and dozens of additional countries around the globe. Masters Degree in Marketing & Management, combined with Graduate Program completion in International Management, eCommerce, and Six Sigma Methodology.
CAREER HISTORY & ACCOMPLISHMENTS
Director of Global Marketing & Membership
Wal-Mart Stores, Inc., Bentonville, AR: 2003 to Present
Recruited to join senior management team and drive global market strategy, brand promotion, merchandise sales, integrated marketing operations, and membership sales for Wal-Mart International (a $57 billion division of Wal-Mart Stores, Inc., operating multiple retail formats in ten country markets) and SAM’S CLUB Global (a $42 billion division, operating wholesale clubs in six country markets).
-- China/India Expansion Initiatives: Recently assumed leadership roles in Wal-Mart China’s accelerated expansion effort, as well as in driving Wal-Mart’s go-to-market entry initiative in India. As part of these assignments, have been traveling extensively to both countries to design, execute, and champion the success of numerous customer-centric marketing and merchandise initiatives. Key indicators of progress to date include a recent record $8 million sales week at the Shenzhen, China SAM’S CLUB, reflecting the company’s strategic decision to drive GM sales to China’s rapidly growing middle-class segments.
-- Japanese Market Strategy: Leveraging over ten years of Japanese consumer market experience, and working closely with merchandise, marketing, and operations teams from JV partner SEIYU ($10 billion Japanese retailer), helped develop, implement, and drive a branding and merchandise strategy designed to aggressively reestablish company brand clarity and market share in the extremely challenging Japanese retail environment. Developed market objectives and a lifestyle-focused, segment-centric market communications strategy that specifically targeted Japanese female consumers aged 19-35 (the highest value, highest disposable income, most dynamic consumer segment in Asia). Sponsored merchandise sales initiatives intended to fully leverage the global sourcing powers of Wal-Mart and designed to redefine the market demographics at SEIYU, attracting customers with larger average basket rings and higher margin apparel and general merchandise purchases.
-- Global e-Commerce: Currently serve on Wal-Mart’s Global.Com Governing Body, which plans strategy and development initiatives for one of the world’s largest Internet e-Commerce operations. Assigned to lead a team tasked with aligning international e-commerce strategy and initiatives (across 17 website properties operating in ten different country markets) with key business goals. Initiated content assessment reviews and introduced business strategies to definitively improve site conversion rates and enable organization to better understand member geographic, demographic, and psychographic profiles. Developed segment-specific email marketing communications strategies to maximize revenue and ROI, in addition to a Phased Strategic Roadmap designed to: 1) Increase revenue growth; 2) Enhance member service levels; and 3) Drive member acquisition/loyalty.
-- Global Marketing Operations / Brand Management: Direct P&L responsibilities and accountability for achieving specific sales, margin, and ROI goals concerning SAM’S CLUB Global (55 million members). Drove operational execution of Relationship Marketing strategies and tactics that have directly resulted in a $260 million incremental sales increase this past Fiscal Year, 48% growth of the international membership base, and 12-15% annual growth in sales outside the U.S. Working closely with divisional marketing and operations field teams in the United States, China, Canada, Puerto Rico, Mexico, and Brazil, spearheaded store-level CRM, channel integration, and member communications initiatives designed to transition markets to a systematic, organizational focus on membership quality. Conducted comprehensive market and segmentation research, established customer profitability gradients, and implemented program initiatives designed to enable SAM’S CLUB to better drive targeted sales and compete with competitors such as Costco Wholesale. Developed a strategic plan to substantively grow International Private Brand sales penetration (300+ PB items). Created Member Benefits Loyalty programs (encompassing Financial services; Web Site services; Insurance programs; Small Business services; etc.) to enhance the SAM’S CLUB membership value proposition and definitively impact global membership retention. Additionally, led a marketing and operations team that has established metrics and Key Performance Indicators, ROI benchmarking, and Implemented Six Sigma methodologies, resulting in substantive market efficiencies concerning ongoing Global Marketing Operations (CRM; Direct Mail Marketing; Integrated Media Campaigns; In-Store Merchandise Promotions).
Vice President Marketing / Managing Director
ELES Global Media, Inc., Yokohama, Japan: 2000 to 2003
Recruited to build and lead a Japanese team in the development, strategic planning, operational execution, and market launch of a portfolio of digital media properties targeting the multi-billion dollar global Distance Learning markets.
-- Raised venture capital, recruited staff, and negotiated partnership agreements with content providers, distance learning agencies, and media partners. Augmented email marketing initiatives with direct response media campaigns to spearhead an integrated marketing plan introducing media-rich English language instructional platforms to the global ESL (English as a Second Language) markets in Asia. Developed and implemented online membership marketing plans targeting specific demographic consumer segmentations in Japan, Taiwan, and South Korea. Supervised development and implementation of a strategic marketing and brand promotion program, offering dynamic English Language instruction and services to mobile Internet users in Japan.
Director of Marketing & Human Resources / Representative Director Japan
Costco Wholesale, Inc., Tokyo, Japan: 1995 to 1999
Promoted to establish a Marketing and Country Development Office for Costco Wholesale in Japan, as well as function as a Member of the Executive Team responsible for opening the first Costco location in Japan.
-- Developed and led execution of an integrated marketing and business plan designed to achieve 100,000 new Memberships and $70 million in first-year sales within the Japanese market. Leveraged a very focused direct mail, telemarketing, and print media campaign that established the company brand in Japan (the second largest retail market in the world). Augmented direct marketing activities with foundational branding initiatives to aggressively and simultaneously promote both the wholesale and retail sides of the business. Served as First Jingi Bucho (head of Human Resources and People Development) for the company in Japan. Conducted extensive due diligence regarding Japanese Labor Law and wrote the Costco Japan Rules of Employment. Working closely with home office Human Resources, structured initial localized company wage/compensation, benefits, and bonus programs. Augmented existing corporate governance with localization initiatives specifically designed to rapidly assimilate Japanese employees into the Costco Japan company culture—in one of the more challenging global cross-cultural business and social environments.
-- Conducted extensive due diligence concerning Dai Ten Ho (Japan’s Large Scale Retail Law) and led the development of the initial Five Year Strategic Development & Country Plan. Established supplier and public/private sector networking relationships to further understand the market and lay the groundwork for a definitive market entry strategy and rapid expansion of Costco Wholesale in Japan. Building on previously established merchandise sales relationships with national and regional retailers in Japan, conducted joint venture screening and M&A market assessment/feasibility studies. Worked with Real Estate and Development teams, and organized joint venture negotiations with retailers and local/city governments regarding site acquisition, permitting, and development. Developed and supervised the execution of a catalog sales and marketing plan to cost-effectively market and sell imported merchandise to various Japanese consumer market channels. Managed a sales and marketing team that sold merchandise to retailers, wholesalers, and distributors across Japan.
Director of Export Operations
Costco Wholesale, Inc., Issaquah, WA: 1991 to 1995
Recruited to build an Export Sales Department for Costco Wholesale.
-- Responsible for establishing direct merchandise sales accounts in Japan, Taiwan, South Korea, Hong Kong, China, Thailand, Philippines, Singapore, Indonesia, Malaysia, Mexico, Venezuela, Brazil, Argentina, and France. Built and led a sales department that drove company export sales growth to $60 million. Supervised the implementation of import logistics and merchandise replenishment programs for initial Costco locations in the United Kingdom, South Korea, and Taiwan.
General Manager of Import & Export Operations
Lloyd Booth International, Inc., Tacoma, WA: 1989 to 1991
-- Founded trading company handling diverse product lines. Exported sporting goods and auto accessories to European and Asia-Pacific markets. Established affiliated offices in Taiwan and Thailand. Imported seasonal furniture, garden accessories, and general merchandise for U.S. big box (Costco, Price Club, Home Depot, etc.), specialty retailers, as well as wholesale distributors.
United States Marine Corps
Commissioned Officer: 1983 to 1989
-- Formally trained Logistician responsible for the maintenance management and operational readiness of multi-million dollar asset/equipment accounts. Commissioned Officer; held ranks of Lieutenant and Captain. Manager responsible for the training, morale, operational proficiency, and readiness of units/teams ranging from 20 to 200 personnel.
EDUCATION & TRAINING
M.A.B.A. Degree, Marketing & Management, Webster University (1987)
B.A. Degree, Communications & History, University of Washington (1982)
Graduate Degree, International Management, Thunderbird School of International Management (1988)
Graduate, e-Commerce Marketing & Management, University of Washington (1999)
Graduate, GE Six Sigma Green Belt & Program Management Training (2004)
Language Skills: Intermediate Japanese. |
