Top-performing and results-driven marketing executive with over 15 years of experience leading successful entrepreneurial and corporate organizations. Strategic and analytical thinker who creates and develops differentiating
and innovative business plans generating top line sales and bottom line results. Proven visionary that translates customer insights into integrated and cross-functional business strategies to drive profitable sales, increased market share and brand equity.
Creator of one of the most prominent women’s conferences in the country, “Success Strategies for Businesswomen,” and Office Depot’s award winning entry into NASCAR. Inspiring leader, team builder and dynamic public speaker. Kellogg School of Management, MBA.
* Leadership
* Strategy Development
* Sponsorship/Events
* Negotiation
* Retail Marketing
* Brand Management
* Strategic Alliances
* Segment/Women’s Marketing
* Experiential Marketing
* People/Team Development
EXPERIENCE
OFFICE DEPOT, INC., Delray Beach, FL 1999 - 2006
Office Depot a global Fortune 200 Company, is the leading office products company in the world with 50,000 employees
in 27 countries and revenue over $14B.
Director, Marketing and Strategic Alliances (2004 - 2006)
Promoted to strategically lead the integration of marketing department throughout all areas of business. Developed strategic plans and creative concepts, executed marketing programs and company wide sales promotions, managed strategic alliances, sponsorships and key vendor relationships, responsible for a $30M-$50M budget. Led corporate wide cross
functional integration teams consisting of 50-75 employees and agencies.
* Developed corporate segment marketing strategy to reach Office Depot’s core customers; small business market and women’s market; two fastest growing business segments in the U.S. Success measurement through direct mail results: 3-10%, higher than company average.
* Strategic leader of Office Depot’s entry into NASCAR and selection of driver, Carl Edwards. Developed the NASCAR business case and fully integrated marketing plan with measurable metrics (ROI and IRR models). Office Depot received the 2005 NASCAR Marketer of the Year award and Brand Week’s Silver Reggie, drove $3.0M in incremental contracts sales, surpassed 2005 ROI projection 10% and increased share shift 5.9%.
* Member of Marketing Strategy Leadership team accountable for strategic plan during key sales periods; Back to School, Back to Business and Holiday. Comp store sales increase of 2%-7%.
* Solidified alliance partnerships and exclusive promotions with Intel, Xerox, Microsoft, 3M, Visa, Sharpie, Hewlett Packard, Mass Mutual, ADT, Trump organization, Small Business Administration, Ford Motor Company. Promotional sales increased on average by 20%, Gross margins increased by 20-%40%.
LYNN CONNELLY
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* Created and managed execution of innovative NASCAR promotion the “Official Small Business of NASCAR.
” Resulting in brand differentiation within the sport, data acquisition of over 100,000 core NASCAR fans and industry wide recognition for breakthrough thinking.
* Lead negotiator on all properties and alliance partnerships, totaling over $200M: NASCAR, Olympics, naming rights of the Office Depot Center, sports properties (including MLB, NBA, NFL, NFL), multiple LPGA/PGA tournaments and 12 leading women’s business associations. Resulting in higher value asset base for Office Depot and lower than average industry cost.
Director of Sponsorships and Event Marketing (2002 - 2003)
Promoted and given the additional responsibilities of managing Office Depot’s sports properties. Developed and created new department, adding processes and structure. Lead strategist for the company’s marketing to women, sponsorships and event marketing in North America. Inspired and motivated team of 12 to generated best in class marketing programs.
Financially responsible for a $30M budget.
* Conceived and launched Office Depot’s strategic entry into women’s market. Building alliance partnerships with 16 women’s business associations to increase brand awareness and to create brand loyalty. Strategic plan consisted of:
alliances, media, advisory board creation, direct mail, buzz marketing, viral campaign, grass roots in store seminars and a national conference. Direct mail response 3%-10% generating incremental $3.0M. Office Depot is recognized as a leader in marketing to women.
* Visionary creator of one of the most prominent women’s business conferences in the country, “Office Depot Success Strategies for Businesswomen.” Developed business case for executive approval and managed execution to reach Office Depot core customers. Resulted in incremental contract sales and total marketing and PR impressions 30M, online impressions 1B+.
* Created and negotiated Office Depot’s strategic entry into the Olympics. Negotiated all entitlements of the Olympic and Salt Lake Winter Olympic Games sponsorships. Managed all aspects of the sponsorship from marketing to hospitality. Built marketing programs within the Salt Lake market that yielded 30% increase in sales and moved the market to 2nd within their region. Oversaw all aspects of 400 person hospitality program.
* Selected by CEO to assist in the development of strategic/communication plan for company wide transformation. Worked
directly with leading transformation consultants Ram Charran and Bob Miles. Resulted in successful top down to bottom up global transformation of mission, vision and value statement and associate engagement.
* Established Office Depot Women’s Advisory Board comprised of 16 prominent women business leaders from around the country that assist Office Depot’s executive management team in strategic direction within the women’s segment.
* Instituted central clearing house and analysis of all company wide sponsorships resulting in increased effectiveness of sponsorships and activation strategies.
* Managed and activated over 26 sports properties (NFL, NBA, MLB, NFL, PGA, LPGA) including stadiums (MSG, MCI Center,
Pepsi Center, Philips Arena).
Senior Manager of Event Marketing (1999 - 2001)
Recruited into the firm as Senior Manager of Event Marketing to develop and build in house event marketing department. Achieved company’s short range and long term business objectives.
* Managed $15M marketing budget. Grew department from three to twenty events annually, including: National Leadership Conference, 4000 attendees and $8M in vendor sponsorship; Chairman’s Circle (national sales incentive, 400 winners attending); President’s Cup; three professional golf events and fifteen regional golf tournaments. Cost saving of $3M.
LYNN CONNELLY
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EXECUTIVE WOMEN’S GOLF ASSOCIATION, Palm Beach Gardens, FL 1998 - 1999
Leading women’s business golf association with over 18,000 members and 100+ chapters nationally.
Director of Marketing
* Provided leadership and marketing direction for the organization. Lead membership acquisition, sponsorships sales, national conference and regional tournaments, advertising and online marketing.
PREMIER SPORTS INTERNATIONAL, INC., Delray Beach, FL 1995 - 1998
Founder/President
Founded PSI, Inc., a full service sports and event marketing company that assisted clients with strategic planning, event management and sponsorship activation. Created and produced the, “Peruvian Championship,” an LPGA limited field tournament which aired on Fox Sports.
* Represented select clientele including Lima Golf Club, Shell Prospecting and Development, Volvo, Backus and Johnson, Peruvian Ministry of Tourism, Ladies Professional Golf Association, City of Hope, American Lung Association, Working
Women’s Magazine, and MasterCard.
LADIES PROFESSIONAL GOLF ASSOCIATION TOUR PROFESSIONAL 1983 - 1995
LPGA Tour Professional/ JLPGA/ ALPGA
* Won the Thailand Open, second at the Inamori Classic and the Jamaica Classic.
* LPGA Board member; Twelve hole-in-ones; Winner of MCI Streak
* Broadcast experience: Japan, United States, Peru.
EDUCATION
KELLOGG SCHOOL OF MANAGEMENT, NORTHWESTERN UNIVERSITY
MBA, General Management/Marketing, 2005
UNIVERSITY OF FLORIDA
Bachelor of Science in Broadcasting with minor in Business Administration, 1983
Attended on four-year golf scholarship; Won the 1980 SEC Championship; Captained #1 ranked team
RECENT PROFESSIONAL AFFILIATIONS AND HONORS
* NASCAR Marketer of the Year Award, Office Depot recipient, 2005
* Brand Week Silver Reggie Award, 2005
* Office Depot Visionary Award Recipient, presented by Chairman and CEO, 2004
* American Marketing Association, Sponsorship Committee Member, 2001 to present
* ADT Championship Local Organizing Committee Member, 2003
* Recent speaking engagements at Fortune Most Powerful Women’s Conference; Committee of 200 Conference, Smith and Street Sports Marketing Summit; Sports World Congress; Roush Racing Summit; Women’s Executive Leadership Conference; Office Depot Success Strategies Conference. |
