arts marketing, advertising, media, military background
1292 Renaissance Lane, Hydi, GA 63442
233.236.9172 ~ email@example.com
CONTEMPORARY ART MUSEUM, MARKETING CHAIR, Centers, TN, 1/06 - Present
Presenting brand positioning for organization's first communication's campaign.
Conducted qualitative and quantitative research to help guide new creative efforts.
Evaluate all potential sponsorship/partnership opportunities.
APEX SOLUTIONS, USA, SENIOR PLANNER, San Diego, CA, 4/04 - 10/05
Kellogg's - Frosted Flakes, Corn Pops, Apple Jacks, new products, Philip Morris USA - Marlboro
Proposed, sold, and spearheaded Corn Pop's
first-ever ethnography exploring hip hop, gaming and
skater/BMX cultures in three Us cities:
Results inspired radically new Corn
Pops positioning impacting packaging and creative,
rejuvenating brand image, and increasing sales, share,
Conducted crib chats and environmental studies among hundreds of tweens.
Visited graffiti parks, sneaker stores, and skater parks to immerse into tween culture.
Worked closely with consultant to conduct
archetypal study for Frosted Flakes, cementing Tony the
Tiger's personality as inspirational coach:
Researched multi-channel marketing efforts
of five key advertisers to prepare comprehensive report on
how to target Baby Boomer women for agency-wide project.
Explored multi-cultural trends and
developed volumetric sales analysis to convince Kellogg's to
address diverse '"non-traditional" audiences across all 17 kid-targeted brands.
Partnered with nationally recognized Teens Research Unlimited (TRU) presenting leading research studies
to entire 50-person Kellogg's Kid brand and agency teams.
Crafted positioning for wining Tiger Power concept - mom targeted Cheerio fighting cereal.
Wrote more than 20 Kellogg's creative briefs on brands targeting moms and kids.
Created a Marlboro-first brand personality
chart spanning family of 10 varieties fundamentally altering
new creative executions, and segmenting mailing to millions of adult smokers.
Helped launch Marlboro 72's developing creative brief for "club-themed" new product.
Developed, sold, moderated, and interpreted results for more than 100 qualitative focus
groups and one-on-one sessions for Marlboro.
Led several Key internal brand team
ideation sessions across new products, promotions, and
Marlboro racing school, preparing holistic planning
platforms and guiding brand personality studies.
BUILD A BEAR WORKSHOP, STRATEGIC MARKETING ANALYSIS, St. Louis, MO, 3/02 - 3/04
Introduced planning discipline and mass
advertising techniques to entertainment retailer with more than $250MM in sales.
Turned 17% sales decline into 20% increase
in two years by overhauling entire marketing effort and
launching company's first-ever national advertising campaign.
Introduced new psychographic target and
launched television, radio, magazine, billboard, theatre,
sponsorship, partnership and licensing plan helping stores
grow from $100MM to $250MM in sales.
Conducted company's first-ever foray into
qualitative research inspiring creative executions for
nationwide campaign launch.
Developed emotional laddering perspective
based on store intercepts and customer observations
Helped source and secure company's first-advertising agency.
Created a comprehensive brand equity tool
spanning usage of characters, personality, symbols, and
functional/emotional offering guiding all marketing communications.
DARCY/MEDIAVEST, ACCOUNT PLANNER/MEDIA SUPERVISOR, St. Louis, MO, 3/98 - 3/02
Masterfoods (M &M Mars) - Skittles, Uncle Ben's, Seeds of Change
Researched and reviewed sales and
volumetric data throughout Europe for a global new product
launch combining Milky War/Mars brands internationally.
Championed a host of strategic planning
tools helping differentiate/anchor key M & M/Mars brands
within the context of multiple product lines.
Extended Masterfood's Kid's Point of View
(KPOV) qualitative research program to include 75 inner city
schools providing a more diverse constituent perspective.
Developed agency competitive analysis
standards and processes correlating media activity to sales.
Designed and conducted proprietary
nationwide research study on inner city teens seed by agency
for all M & M's brands.
PIKE & ASSOCIATES, MEDIA PLANNER/BUYER, Lenville, NE, 1996 - 1998
The Brown Shoe Company - Life Stride, Naturalizer, Natural Spot, Buster Brown
THE UNITED STATES ARMY, COMPUTER LOGISTIC SPECIALIST, Baton Rouge, LA 1992 - 2000
Served for two years of active duty and six years as reservist
ABBOT PORTFOLIO SCHOOL - DAPHNE, AL, 2005 - Present
TROY UNIVERSITY - MANHATTAN, SC, 1996
- Bachelor of Science in Business Administration
BURKES INSTITUTE TRAINING - CALLOWAY, OH, 2002 - 2004
- Moderating Brand Positioning, Specialized Qualitative with Children, One-on-One Interviewing
ACCOUNT PLANNERS CONFERENCE - CINCINNATI, OH, 2002 - 2005
ABBOT PORTFOLIO SCHOOL, 2006 - Present
- Teach weekly "Planning 101" course to Copywriters and Art Directors
ANDERS CRISIS NURSERY, VOLUNTEER, 1998 - PRESENT
SAN DIEGO MARATHON RUNNER, ALS FOUNDATION FUNDRAISER, 2004
CHICAGO MARATHON RUNNER, ALS FOUNDATION FUNDRAISER, 2002 - 2003