SENIOR SALES / MARKETING / PUBLIC RELATIONS EXECUTIVE
Expertise: Strategic Planning / Market Analysis & Positioning / Brand Market Development & Support / Sales Lead Generation
Highly creative and accomplished executive offering strong track record of delivering impressive results in marketing initiatives that supported goals of a 2,500-person national recruiting sales force. Rich experience includes success in directing a $34 million marketing and advertising program, joining efforts with a leading national advertising agency to support creation and execution of network media, direct marketing, event marketing programs, and corporate branding projects. Excel in leveraging leadership abilities to synergize efforts of talented professionals needed to deliver effective marketing programs. A change management agent recognized for strengths in delivering impressive marketing results and improving bottom-line performance and operations for all stakeholders in diverse enterprises.
Core Competencies: Strategic Analysis and Planning… National Marketing and Sales… Internal and External Communications… Public Relations… Market Research…. Direct Marketing… Event Marketing… Brand Development and Management… Media Analysis… Media Buys… Budget Management… Customer Relationships Management… Resource Allocations… Business Process Development and Reengineering… Public Speaking.
STRATEGIC & TACTICAL ANALYSIS + VISION + CREATIVITY + APPLICATION = SUCCESS
KEY MARKETING INITIATIVES & RESULTS
Achieved through tenure with United States Marine Corps
• Instrumental in USMC’s Recruiting Division gaining recognition as the only military service to achieve ambitious recruiting goals for 9 consecutive years.
• Directed development of “Rite of Passage/Fire Monster”, a $30 million national advertising campaign that strengthened USMC’s marketplace position which won the prestigious “Effie Award”.
• Drove efforts of “Effie Award” winning “Marine Xtreme” national event marketing campaign.
• Won support to launch the Marine Corps “Sword” commercial during the 1985 Super Bowl – only paid military advertisement in a Super Bowl game, to date. Commercial was voted 5th “most remembered” ad out of all commercials and “the best” among all 30-second spot advertisers. Highly involved in marketing the Marine Corps during Monday Night Football games.
• Led team that developed “Toys for Tots” public service campaign. Doubled corporate donations and increased number of children assisted from 10 million to 14 million through advertisements on PSA TV and theater spots. Won coveted “Mobius Award”.
• Earned several website development awards for www.marines.com.
• Instrumental in overturning a long-standing military practice that prohibited advertising on race cars. Under my leadership, the Marine Corps was the first military organization that participated in NASCAR marketing; efforts opened the door for other military organizations to employ this strategy.
• Resurrected an advertising and public relations program to support officer recruiting/sales force team that had been disbanded in 1990. Shifted advertising markets to a niche college market.
• Capitalized on site public affairs by highlighting exciting Marine Corps activities such as parachuting, aviation, and mountain survival into the X-Games media coverage program.
• Delivered $1.5M annual direct mail postage savings while maintaining program integrity and success.
• Led critical advertising initiatives that included the first-ever dual gender recruiting film, several niche sales short films, and production of a new interactive CD-ROM entitled “Camp Marine”.
• Joined efforts with J. Walter Thompson ad agency and Marine Corps professionals to create Leads Generation and Fulfillment training materials, generate new fulfillment processes for sales tracking and reporting purposes, and sales incentives to boost sales force productivity.
• Generated $200,000 savings by consolidating sales support material production for national sales force.
• Consultant to Marine Corps advertising vice president and its advertising agency since 1998.
Career History on page two
CAREER HISTORY & KEY ACHIEVEMENTS
UNITED STATES MARINE CORPS – Washington, D.C. 1980 to Present
Fast-track career includes key executive marketing roles and additional executive leadership/operations positions. Currently hold the rank of Colonel. Received multiple commendations and awards for leadership. Career highlights include:
SENIOR READINESS ANALYST – Office of the Secretary of Defense – 2001 to Present
Won competitive position and charged with analyzing operations of Marine Corps units, assessing their ability to participate in war efforts in Iraq and Afghanistan, identifying policy and resource deficiencies, and providing in-depth analysis results to the Under Secretary of Defense for Personnel and Readiness for discussion with the Secretary of Defense. Key activities include coordinating departmental data, writing Quarterly Readiness Report for Congress and an annual Department of Defense Performance Assessment Review Report, coordinating Defense Readiness Reporting Systems efforts with global military leaders, and preparing and reviewing Congressional testimony and information disseminated to media.
• Architected the first corporate level readiness assessment program and policy for the entire US military infrastructure. Won buy-in for program through savvy marketing initiatives.
• Improved delivery of Congressional-mandated Quarterly Readiness Report by 50+% and tightened security of highly sensitive information. Effort required marketing changes to key Congressional staff members and winning their support.
VICE PRESIDENT, OPERATIONS – (North Carolina) – 1998 to 2000
Spearheaded military operations for a 600-person organization boasting $70 million in assets. Principal activities included human resource management, staff training, logistics, global transportation, process development, and business reengineering. Managed a $600,000 budget.
• Developed training programs and provided human capital resources to support global deployment initiatives involving humanitarian and disaster relief missions in Europe and Africa.
• Slashed maintenance man-hours by 10% and increased equipment readiness 5% by championing a quality management operations philosophy.
• Surpassed all military operational goals and met budgets; acknowledged as the best division in organization.
• Prepared and deployed personnel for operations in the US, Mediterranean region, and Europe.
VP, ADVERTISING & PUBLIC AFFAIRS – (Marine Corps Recruiting Command) – 1997 to 1998
Promoted to direct marketing and advertising initiatives to support a 2,500-person national sales force charged with recruiting 40,000 personnel per year. Key activities included strategic planning, corporate marketing, event and direct marketing, brand management, national and regional media analysis and buying, website development and management, corporate sponsorships, and staff training/leadership. Joined efforts with J. Walter Thompson agency, a leading national ad agency. Directed 12-person team including Public Affairs Officer, Public Affairs Chief, Media/Direct Marketing Director, Collateral Material Manager, and others.
• Won senior executive management approval to increase advertising budget to $40 million to launch a new advertising campaign.
DIRECTOR, INFORMATION SYSTEMS – (Marine Corps Recruiting Command) - 1996 to 1997
Challenged to upgrade technology at the Washington D.C., headquarters, lead a business process reengineering project for the recruiting organization to lower work hours, and improve recruiting efficiencies. Oversaw technology, including Sales Force AIS, which served 2,500 national end-users in DC and Kansas City. Managed 6 direct and indirect technology staff members. Controlled combined budgets of $300,000+.
• Generated $87M of external funding and launched a Marine Corps Recruiting Information Support System that downsized staff 5%, lightened the load of remaining sales force members, and drove numerous efficiency improvements.
• Saved as much as $30,000 per year in hardware and software purchases by streamlining technology acquisitions.
• Pioneered the first Recruiting Wide Area Network through the forming of a key strategic partnership to accelerate the network’s implementation.
Additional leadership roles and highlights include:
ARTILLERY OFFICER – US, Japan, Korea - 1993 to 1996, 1987 to 1992, 1980 to 1982
MANAGER, MEDIA AND DIRECT MAIL SECTION (Marine Corps Recruiting Command) – 1983 to 1986
• Appointed to several command and executive management positions in the US and Japan; member of several international planning committees. Led 100-person group and managed $9 million in assets.
• As Senior Instructor and Assistant Instructor at the Field Artillery School in Fort Sill, Oklahoma, personally taught 500 students and led 40 instructors in training over 3,000 students annually.
EDUCATION
MBA, Management and Marketing
Oklahoma City University - Oklahoma
MA, National Security and Strategic Studies
National War College - Washington DC
MA, National Security and Strategic Studies
United States Naval War College – Rhode Island
BA, Political Science
American International College - Massachusetts
COMMENTS FROM PERFORMANCE EVALUATIONS
“Brilliant officer; strongest I have ever known.”
“A dynamic leader and role model … unlimited potential…”
“A man for the difficult jobs.” |
