SENIOR MARKETING MANAGEMENT QUALIFICATIONS
Extensive experience in brand development/roll-up and launching new products across multiple channels in high tech and consumer product markets
Specialized expertise in marketing integration post merger/acquisition in a public company
Successful track record for building out a department, managing marketing budgets and advertising and PR/IR agencies
Hands-on background in communications and creative development and planning
PROFESSIONAL EXPERIENCE
2000-2001 VISTAinfo San Diego, CA -- A leading enterprise software and online property risk information company serving the North American real estate industry (recently merged with Fidelity National Financial).
Director, Corporate Marketing & Brand Development- reported to EVP of Internet Strategy and Marketing. Recruited by president and CEO to lead a two-year initiative to integrate marketing efforts in a $85mm publicly traded company that had grown through eight acquisitions in the preceding 24 months. Created processes, programs and resources to develop brand value and consistent messaging while improving cost-effectiveness.
* Transitioned creative development for all business units into a centralized ad agency. Developed Corporate Identity Standards and a formalized creative release process as a mechanism to increase program focus and consistency. Managed ad agency relationship.
* Improved PR/IR by replacing pre-existing agency with a firm more focused on strategic messaging, story placement and market research. Developed new internal IR/PR procedures to get higher quality input from business units. Managed overall agency relationship.
* Worked with business line executives and their divisional marketing managers to identify key brand value points for each stage of their sales cycle. Facilitated strategy sessions to discuss the optimal way to translate these values into messaging points and ultimately incorporate them into their marketing plan and sales efforts.
* Recommended and implemented process, policies and resource integration that resulted in a 30% cut in marketing costs company-wide.
* Redefined brand architecture, redesigned logos and rolled up brands into the VISTAinfo family and collapsed 220 trademarks into a manageable and affordable portfolio.
* Served as final sign-off for all marketing communications company wide.
* Conducted on-going skill assessments, managed and mentored staff.
1997 - 2000 Professional's Choice Sports Medicine Products, Inc. San Diego, CA - An international consumer products company (manufacturer, wholesaler and retailer).
Marketing Director - reported to the president and CEO. Chartered with redefining a privately held $10 mm company as brand leader at a time when competition was taking manufacturing overseas and market share was at risk.
* Enacted consumer market penetration strategy that centered on co-ops and endorsements with professional athletes, nationally acclaimed organizations, retailers, and international distributors.
* Augmented consumer strategy with aggressive media campaigns that integrated direct mail, product ads, events, contests and television spots.
* Hired, managed and trained a staff of four. Increased department productivity by 40% through reassignment of resources, introduction of creative process and utilization of project tracking tools.
* Created new packaging and materials that decreased international shipping costs by 15%.
* Identified customer/retail dealer needs, developed content and launched company's first Web site.
1995 - 1997 Self-Employed (Marketing Consultant) San Diego, CA -- Worked on a wide range of projects from collateral development to freelance account executive work. Specialized in creative strategy for start-up companies.
1995 HealthDemographics San Diego, CA -- Formerly an affiliate and data partner in Equifax's healthcare initiative. Start-up data company specializing in disease incident rates by geography and statistical capitation systems and analytical tools for HMOs and other insurance providers.
Marketing Director - reported to president and CEO. Recruited by president and CEO while working with him on Equifax's healthcare initiative. Challenged with developing marketing and communication strategies, corporate identity and start-up collateral.
1989-1995 Equifax National Decision Systems San Diego, CA - A target marketing information company specializing in software, data and consulting services for market analysis, consumer profiling and targeting. Company served the financial services, real estate, retail, restaurant, telecommunications, cable, technology, healthcare, insurance, and consumer package goods industries.
Manager, Corporate Marketing - worked for Director, Corporate Marketing. Responsible for creative strategy, marketing program development and management for product and service launches. Challenged with building customer/prospect awareness across new verticals and multiple sales channels/cycles. Products represented 50%+ of $42mm in annual revenue as a subsidiary of Equifax, a $2 billion public company.
* Developed creative that assisted in reversing the prior year's revenue decline of the Information Service's unit by establishing brand value to capture the needs of emerging markets. Result: sales increased from $4.5mm to $5.5mm in 12 months.
* Identified customer needs and developed strategic messaging for custom GIS software and consulting services. Managed aggressive marketing and PR programs that contributed to growing services by $2.2mm in 18 months and attracting customers such as Levi Strauss, Dial, McDonalds, Bank of America, AMEX, and Procter & Gamble.
* Managed marketing budgets and outside creative resources.
* Conducted market research, assisted in business plan development and managed affiliates on specific projects. Led company-wide conversion of all creative post-acquisition to comply with Equifax's Corporate Identity Standards.
* Served as marketing lead in program development and build-out of company's first VAR channel.
EDUCATION
1988 BA Journalism, Advertising Emphasis, San Diego State University, San Diego, CA
1994 Six month TQM focused on customer satisfaction
1989-00 Numerous marketing management, design and e-commerce seminars |
