Expert Details
Marketing, Advertising, Branding, Market Research, Business Development
ID: 723879
California, USA
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.
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 |
|---|---|---|---|
| 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. |
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| Years | Employer | Title | Department |
| 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. |
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| Years | Employer | Title | Department |
| 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. |
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| Years | Employer | Title | Department |
| 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. |
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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 |
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| 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
advertising, business, business development, business intelligence, competitive analysis, competitive benchmarking, competitive intelligence, market positioning, marketing, marketing communications, marketing mix, proposal writing, service marketing, advertising perception survey, channel management, brand repositioning, campaign, strategic branding, online branding, creative strategic marketing, cross marketing, office equipment, Total Unduplicated Reach and Frequency analysis, business analysis, business process management, customer segmentation, gap analysis, search engine optimization, competitive intelligence countermeasures, customer satisfaction, business ethics, entrepreneurship, business strategy, business operations, Internet marketing, Internet advertising, Web development, Web design, marketing brand management, marketing database, consumer purchasing behavior, distribution channel, promotion, strategic market planning, market assessment, consumer survey, behavioral science, consumer demographics, direct mail, public relations, market trend, consumer focus group, business management, consumer product marketing, technical marketing, strategic planning, proposal, Internet, market research, decision-making, strategic research planning