Marketing Resume

SARA HEARTMAN
1292 Renaissance Lane • Hydi, GA 63442
233.236.9172 • [email protected]

 

EXPERIENCE__________

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, and awareness.
  • 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.
  • Repositioning helped increase sales +10% during air times.
• 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.

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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.

EDUCATION/ TRAINING/ RESEARCH TOOLS__________

ABBOT PORTFOLIO SCHOOL – DAPHNE, AL, 2005 – Present

• Creative Writing

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

COMMUNITY SERVICE/ TEACHING__________

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