MARKETING & BUSINESS EXECUTIVE
Accomplished senior manager with 9 years of experience deploying effective marketing, advertising, and business development campaigns for diverse multinational industries. Propel growth in market share and brand awareness through comprehensive market research and analysis, leading to the innovation and execution of successful product positioning strategies. Design uniquely professional marketing copy and collateral to further drive brand growth and generate new leads.
Strategic Planning • Marketing Initiatives • Business Development • Creative Project Design
Team Building • Lead Generation • Project Management • Reporting / Analytics
Employee Performance Management • Budget Allocation • Strategy Execution • Campaign Management
Competitive Research & Analysis • Product Positioning • Brand Management • Market Trends
PROFESSIONAL EXPERIENCE
HYUNDAI MOTOR AMERICA, Fountain Valley, California • 2005-Present
$2 billion subsidiary of the Hyundai Motor Corporation distributing automobiles to the United States market.
Marketing Communications Manager (2007-Present)
Promoted to lead an internal team of 5 and 12-16 external contractors in maintaining the owner database and managing all aspects of the national owner communication program. Provide strategic support to the sales team during implementation initiatives for the Dealer Certified LMRS system and integration of Quick Quote into LMRS. Oversee execution and review of direct mail programs, including RFPs, vendor selection, and full project lifecycle deployment. Monitor and assess the performance of lead generation programs. Direct development and launch of both the owner website, its interim website, and a comprehensive vehicle owner website for the recently launched Genesis. Define CRM strategies for the Genesis launch, including all services and mail marketing initiatives, and present strategies to globally distributed senior executives. Deliver performance assessments for CRM personnel. Drive a greater awareness of the CRM presence among marketing and executive directors. Coordinate with vendors to assess and update programs.
• Reduced expenses by over $3 million during transitions to a new Siebel platform by integrating a dual email and lead management platform.
• Led the successful negotiation of multiple contracts valued at up to $8 million.
• Pioneered the execution of advanced modeling techniques.
• Consolidated over 5 vendors into 1 CRM vendor through critical evaluation and analysis.
• Drove CRM budget increases and allocations from $3-5 million to $8 million.
• Identified and developed solutions for past invoice and payment issues by coordinating with internal audit personnel to facilitate communications between vendors and corporate executives.
Regional Merchandising Administrator (2005-2007)
Recruited to develop and present sales collateral, marketing material, and merchandising updates to a wide network of regional, factory, and dealer personnel. Drove business expansion by identifying new market opportunities and guiding strategy and execution for marketing and advertising. Developed and deployed initiatives for the dealer association internet marketing program, quarterly cooperative advertising program, and merchandising initiatives such as regional contests, promotions, events, and incentives. Oversaw all aspects of scheduling for Western Region auto shows, such as logistics and lead generation. Executed strategies targeting the regional Hispanic market. Delivered comprehensive internal training on new products, sales, and internet tools. Managed budgets and financials for the department.
• Innovated the unique "Meeting in a Box" initiative, which was subsequently adopted regionally.
• Pioneered the establishment of "themed" sales tours state-wide to encourage regional employees to open communications with dealers.
• Established multiple initiatives to streamline legacy systems and processes into new methodologies.
• Drove greater awareness of the lead management response system among district sales managers.
YOUNG & RUBICAM BRANDS, Irvine, California • 2004-2005
$820 million leading United States advertising agency and subsidiary of global entity Y&R Brands.
Business Manager
Supervised 2 direct reports and 10 regionally distributed account executives in maintaining all financials for the Land Rover and Jaguar Dealer Association account. Assessed agency and dealer requirements in order to develop and execute new procedures governing financial reporting. Supported financial forecast planning and scheduling. Coordinated the activities of multiple internal divisions to assure execution of financials according to schedule and client objectives. Developed functional specifications for system and process implementations. Managed budget adjustments, coordinated media buys versus budget flowcharts, and communicated with regional teams, vendors, and CPA to assess budget status.
• Addressed and resolved over $35 million in budget discrepancies for Land Rover and Jaguar.
TEAM ONE ADVERTISING, El Segundo, California • 2000-2004
$600 million major creative advertising agency and subsidiary of the Publicis holding group.
Lexus Account Executive
Promoted to manage the Lexus Dealer Association account with oversight into a $200-$300 million advertising budget and production budgets ranging from $2 million to $25 million. Coordinated the creative strategy and production of advertising collateral, including directing the activities of clients, creative staff, and copywriters to complete photo shoots and radio edits. Researched and analyzed competition in order to compile comprehensive analyses. Communicated with clients to define targeted goals and assure that all copy and materials produced remained in alignment with client objectives. Managed regional account executives in accomplishing all aspects of dealer association financials, including upgrading financial reporting, processing budget adjustments, fielding calls from diverse contacts, addressing discrepancies, delivering budget forecasts, and analyzing against projected actuals. Coordinated with the media department to synchronize media buys with budget flowcharts.
• Identified over $75 million in budget discrepancies and implemented effective resolutions.
• Contributed to the production of high quality, professional artwork and brochures.
Lexus Assistant Account Executive
Contributed to multiple advertising initiatives for the Western Lexus Dealer Association, including supporting contract negotiations through the preparation of dealer advertising presentations and comprehensive research and recommendations. Managed multiple financial aspects, including projected revenue and advertising spending documentation, dealer association budgets, and competitive analyses. Maintained effective communications with dealer network members to present status of advertising initiatives.
• Achieved a promotion shortly after assignment to the Lexus account in recognition of performance.
FORMAL EDUCATION
Master of Business Administration
Chapman University, The George Argyros School of Business, Orange, California
Bachelor of Arts, Political Science & Psychology
University of Michigan, Ann Arbor, Michigan |
