Expert Details

Expert in Marketing, Advertising, Branding, Market Research, Business Development

Expert ID: 723879 California, USA

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Expert is a classically trained marketing and communication professional with over 20 years diverse experience – 11 at world-class, multinational advertising agencies Foote, Cone & Belding Worldwide, Bozell Worldwide, Poppe Tyson, NW Ayer – creating and measuring integrated strategic and tactical programs to generate demand, drive sales and build brand value for a variety of clientele in automotive, computer hardware and software, consumer electronics, defense, financial services, healthcare, high-technology, insurance, office equipment, packaged goods, professional services, QSR and travel.

As an independent marketing and communications professional, Expert has provided counsel and project management to several advertising agencies and client companies including: O'Leary and Partners, Rauxa Direct, Strata-Media, Automobile Club of Southern California, California Association of Realtors, and Deloitte, among others,Prior to becoming an independent marketing and communications professional, Expert spent 15 years at world-class, multinational advertising agencies Foote, Cone & Belding Worldwide, Bozell Worldwide, Poppe Tyson, and NW Ayer creating and measuring integrated strategic and tactical programs to generate demand, drive sales and build brand value for American Isuzu Motors, Automobile Club of Southern California, Avery Dennison, Freeman Cosmetics, Honeywell, Hong Kong Tourist Association, Intel, Memorex, Rockwell International, Samsung Electronics America, Siemens AG, Tandem Computers, Toshiba America, Unisys, Western Digital and Xerox, among others.

Expert may consult nationally and internationally, and is also local to the following cities: Los Angeles, California - San Diego, California - Long Beach, California - Santa Ana, California - Anaheim, California - Riverside, California - Glendale, California - Huntington Beach, California - San Bernardino, California - Chula Vista, California

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Education

Year Degree Subject Institution
Year: 1980 Degree: Master of Science Subject: Mass Communications; Minor: Economics Institution: ASU
Year: 1977 Degree: Bachelor of Arts Subject: Communications Institution: Fresno State University

Work History

Years Employer Title Department Responsibilities
Years: 2001 to Present Employer: Undisclosed Title: Sr. Partner Department: Undisclosed Responsibilities: Currently an independent marketing and communications consultant operating under the dba, The R.O.I. Group, and specialize in research, strategic planning, project management and business development services.

Typical assignments include advertising and marketing strategies and tactics, analytics, branding, business development, channel strategies and tactics, competitive analysis, consumer research, key messaging development, market research, positioning and repositioning platforms, project management and promotions.

Responsible for managing cross-functional teams and P&L.
Years: 1994 to 2001 Employer: Undisclosed Title: VP, Management Supervisor & Director of Business Development Department: Undisclosed Responsibilities: Responsible for managing cross-functional teams, building client/agency relationships, competitive analysis, positioning and repositioning platforms, creative brief development, key messaging development, analytics and account P&L.

Directed all new business activities from prospecting, writing and packaging RFPs to managing agency teams in the development of integrated strategic and tactical marketing communication campaign solutions and presentations.

Successfully led the team in winning $16.5 million in new business from Cresenda Wireless, Hong Kong Tourist Association, Internet2000, quidnunc and Troy Group.
Years: 1997 to 1999 Employer: Undisclosed Title: VP, Management Supervisor Department: Undisclosed Responsibilities:

Responsible for managing cross-functional teams, building client/agency relationships, competitive analysis, positioning and repositioning platforms, creative brief development, key messaging development, analytics and account P&L.

Directed the planning, creation and measurement of integrated marketing and communication campaigns for Rockwell International, Toshiba America and Western Digital – combined value: $39 million.

Successfully launched several new Toshiba products targeted at consumers, corporate America, computer resellers and SoHo markets.

Successfully led the team in winning $10.5 million in new business from Freeman Cosmetics, Leaders Online, Nature’s Accents and Unisys.
Years: 1994 to 1997 Employer: Undisclosed Title: VP, Management Supervisor Department: Undisclosed Responsibilities:

Responsible for managing cross-functional teams, building client/agency relationships, competitive analysis, positioning and repositioning platforms, creative brief development, key messaging development, analytics and account P&L.

Successfully repositioned Western Digital and launched several new products targeted at corporate America and computer resellers.

Successfully led the team in winning $18 million in new business from American Isuzu Motors, InterValley Healthcare, Toshiba America and Western Digital.

Career Accomplishments

Associations / Societies
Member, American Marketing Association,
Member, Business Marketing Association
Licenses / Certifications
Certified Business Communicator – accreditation from the Business Marketing Association

Additional Experience

Vendor Selection
Has identified and retained multiple market research vendors, media buying resources, promotional resources and a variety of freelance creative talent (art directors, copy writers, web site design and programming).
Marketing Experience
Launched several new Toshiba products for consumer, Corporate America, reseller and SoHo markets.
Repositioned Western Digital and launched several new products aimed at Corporate America and resellers.
Other Relevant Experience
1. Branding
2. Business development
3. Channel strategies and programs
4. Client/agency relationship building
5. Competitive research and analysis
6. Creative brief development
7. Managing cross-functional teams
8. Marketing and advertising strategies and tactics
9. Positioning and repositioning
10. Problem identification and resolution
11. Whole-brain thinking

Fields of Expertise

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