In 14 years I have gained senior management experience in retail operations, strategic marketing, global project management, brand communications, and franchise management. My leadership capabilities has driven performance to deliver top-line growth, improve profit, control costs, and excel in change management. Over the past three years, my expatriate experience has enable me demonstrate my marketing skills internationally to enhance the company’s business strategy and profitability.
3/2001 - Present
BP p.l.c., London, UK
SENIOR EUROPEAN MARKETING PERFORMANCE MANAGER
Manage Business Unit’s (BU) Castrol and BP lubricants and business services $55M advertising, promotions, and sponsorship budget for 30 European countries. Develop and measure BU’s key brand and marketing performance indicators to improve B2B and B2C customer loyalty schemes and financial targets.
Convene and coach fifteen European marketing managers and eight channel network leaders to deliver annual marketing and channel objectives and budgets.
Increased B2C and B2B brand health and customer value measures scores in key strategic markets by 23%.
Improved BU marketing revex costs by $15M through
streamlining 70 regional marketing initiatives to 20
European strategic projects.
Spearheaded central marketing costs coding system to
accurately track and forecasts marketing expenditures throughout Europe. New coding system improved marketing center cost efficiencies by 25% ($2.8M).
1/2000 - 3/2001
GLOBAL BRAND AND RETAIL COMMUNICATIONS MANAGER
London, UK
Developed Downstream strategic communications for BP’s new $200M global brand and retail launch. Implemented communication initiatives to deliver bottom-line impact to Downstream’s worldwide internal brand communications for Group Executives and 65,000 employees across 75 Business Units, 600 regional offices, and worldwide field operations.
Implemented brand communication strategy and initiatives that increased employee post launch awareness and acceptance from 41% to 85% over a 10 month period.
Directed global communication and brand teams to
achieved 100% BU participation in Downstream’s
worldwide brand launch.
Recipient of the 2000 Downstream Innovation Award for BP’s brand implementation and bp connect retail strategy.
Managed Ogilvy’s $5 million global public relations
budget.
9/97 - 1/99
MARKETING DIRECTOR
Atlanta, GA
Directed all aspects of marketing, brand (BP and Amoco), merchandising, category management, and training for 6,500 convenience stores and fuels stations (4,000 jobbers, 2,220 dealers, and 350 company operated units) in Georgia, North and South Carolina, Florida, Alabama, Mississippi, and Louisiana. Managed staff of twenty-five in the dedevelopment and implementation of store level marketing activities and procedures. Member of the Southeast Business Unit executive leadership team.
Increased year over year company operated stores sales by 20% and contributed over $95 million in ancillary gross margin to the Business Unit’s $90 million net income.
Developed Atlanta Clean Fuels marketing and brand
launch initiatives (media and trade) that increased
fuel volumes by 10% in a -3% declining market.
Implemented field merchandising and inventory audit
program with Coca Cola, Pepsi, Mclane, and Anheuser
Busch to reduce stores’ out of stocks by 25%. Audit
program improved shrink reduction from 2.9% to 1.2%,
resulting in savings over $8 million.
Managed $32M advertising, NASCAR sponsorship,
promotions, and digital business budget.
9/97 - 1/1999
AMOCO OIL, Atlanta, GA
RETAIL DIVISION MANAGER
Planned and managed all operational and marketing initiatives and procedures for 100 company operated Split Second and Food Shops retail stores (Atlanta, Memphis, and Indiana), representing $2.2B revenues and $13.9M in net operating income.
Increased year over year store revenues by 25% and
gasoline volumes by 10% through new employee self
funded incentive program, customer service loyalty
scheme, new store reset merchandising actions, and
aggressive three tiered gasoline pricing program.
Led Atlanta fast track team that opened 30 new Split
Second stores and Wild Bean coffee offers in 12
months.
Improved labor to sales ratio by 30% through new
peak/off peak hourly labor model.
Only Division Manager in Retail Business Unit to exceed volume, gross margin, net income, expenses, and safety targets.
9/96 - 9/97
ARCO ampm, Phoenix, AZ
REGIONAL SALES MANAGER
Managed Arizona’s retail and wholesale gasoline marketing strategies for 100 franchise and company operated stores.
Region delivered over 320M gallons and $78M in c-store turnover.
Improved retail customer service satisfaction scores
from 68% to 97%, while reducing employee turnover by 36%.
5/95 - 9/97
RETAIL OPERATIONS MANAGER
Phoenix, AZ
Improved Arizona’s 1996’s net operating income by 33% ($3.5M) over the prior three years’ fiscal average, while reducing operating expenditures by 20% for 60 company operated stores.
Delivered $6.3M in net operating income, highest
contribution in retail operations.
5/87 - 7/95
FRANCHISE CONSULTANT and MERCHANDISING SUPERVISOR
Los Angeles CA and Las Vegas NV
1/87 - 5/88
The Pillsbury Company, Irvine CA
SALES REPRENTATIVE
Education
University of Southern California
Bachelor of Arts in Communications, 1987 |
