Marketing Capability

 Marketing Communications Management and Business Development

Ideas That Get Results… Optimizing Your Marketing Communications Online and Offline Providing an Integrated Approach Using Traditional, Web, and Social Media…

Specializing In:  

  • Advertising                                                
  • Personal Selling                        
  • Public Relations                                          
  • Direct Marketing                        
  • Sales Promotions                                        
  • Media   

With over $30 million of gross revenues created…You can take advantage of over 20 years of successful advertising, sales, marketing and promotions experience. For an unbiased perspective, the truth, and no B.S. Call on me   Key Product Categories: Medical and Professional, Medical Device, Retail, Automotive, Beverage, QSR, Entertainment/Events, Education, Grocery, B2B, B2C and Media

Profile

15+ years of experience particularly in the areas of:

  • Marketing Management: VP of Marketing, Marketing Director, Product Marketing Manager, Program Director, Sales Promotion Coordinator, Public Service Director
  • Medical Marketing: Pivotal/Clinical Trial Patient Recruitment

10+ years of experience B2B Sales, Account Management and Business Development:

  • Advertising Media Sales: Radio, Cable TV, Broadcast TV, Print and Internet           
  • Event and Entertainment Marketing
  • Sports and Sponsorship Marketing
  • Negotiation
  • Market Research
  • Strategic Analysis and Planning
  • Tactical Execution
  • Budgeting
  • Media Buying
  • Media (TV/Radio/Internet): Creative Composition, Copy Writing, Scripting and Voice-Over
  • Branding
  • Direct Response Lead-Generation
  • Product Launch
  • Sales Enablement and Training

   

Advertising and Writing

Conceived corporate advertising campaign; directed activities through all media for both retail and business-to-business services.

Designed all corporate communications pieces; wrote brochures, press releases and internal training and client educational materials

Wrote and designed three-stage e-mail sales letter campaign; achieved response rates of 8%17% and 29%.

Created co-op marketing plan for business association; recognized as “Best Advertising Campaign” 

Developed, managed and wrote direct mail campaigns 

Wrote, voiced, and produced commercials for radio and broadcast and cable television.

Directed public relations activities on-air and on site for non-profit fund-raising activities; wrote public service announcements

Composed advertising copy, layout, and design for newspaper, yellow pages, billboard and direct mail campaigns.

Developed client creative message for print, online, and mobile applications

Wrote sales, collections, introductory, and follow-up letters, telephone scripts, landing pages, and e-mails

Plan, execute and evaluate nationwide trial-participant recruitment direct-response advertising campaign using broadcast television

Plan, execute and evaluate trial-participant recruitment advertising campaign using internet and radio in Los Angeles and New York

Plan test, trial-participant recruitment advertising campaign using cable TV in Los Angeles Creative  and copy consulting and composition, within regulatory guidelines and broadcast standards

Wrote and implemented elements for sales promotions and contesting

Wrote product descriptions and case studies for print and online catalogs

Wrote “Sales Converting” SEO Landing Page Copy, developed keywords for: Chiropractors, DentistsRestaurantsDay CaresAttorneysCaterers,Acupuncturist,  PlumbersElectriciansUpholstererCleaning ServicesMaintenance ServicesLandscapers, Tree ServicesPet StorePhotographerAppliance Sales/ServiceMedical Hair Restoration, Veterinarians, Health Care Clinics… and more 

Marketing Communications Management    

Marketing consulting and media campaign management for a Minneapolis medical device company conducting clinical trials for new surgical procedure and implantable devices.

Created co-op marketing plan for business association

Developed and executed two-market promotion for new beverage product launch

Conducted market research, identified corporate niche, analyzed options and implemented changes; Increased market share by 300%

Developed questionnaires to conduct market research, conducted research, interpreted results

Formulated corporate integrated marketing strategy; coordinated decisions on target markets, marketing mix and marketing expenditure levels.

Designed product pricing and promotions guidelines.

Created in-house data base marketing program; designed client advocacy plan

Maximize SEM (Google, Yahoo and Bing) internet (Websites, Mobile, SEO, IYP, directory sites, reputation management, video) and print advertising to new and existing customers

Research, evaluate, make recommendations and implement media options (national cable infomercials, in-store signage/display, promotional item and point-of-purchase advertising)

Interacted within upper management team to affect revenue increases from $900,000 to $2,200,000 in four years and from $1,000,000 to $2,400,000 in two years.

Managed day-to-day operations including budget of three departments with fifteen professionals; Fostered team environment and effectively motivated staff to reach corporate goals and objectives.

Designed media buys, negotiated exchange to maximize coverage, evaluated results.

Interviewed, hired, trained, supervised, evaluated and discharged staff as needed.

Arranged and planned media events and trade shows

Developed and executed custom radio advertising and promotional campaigns

Compiled business development research and industry background information; analyzed revenue opportunities.

Established programming elements involving format, style and scheduling; Increased market share.

Created procedures for handling client feedback; improved customer satisfaction and loyalty. 

Sales and Business Development  

Billed over $8.7 million first 6 years; recognized for new, direct business creation

Increased spending share of key regional accounts, recognized for account revenue growth

Presented and closed promotion initiatives for station website Sold in-game and sponsorship advertising for Detroit Lions and NFL football, MLB, NASCAR, Big-Ten football and basketball

Presented and closed advertising  and promotional platforms on station website; achieved 200% online/internet budget

Conceived, presented, closed and executed first-ever, multi-level, co-op program for Minnesota Twins baseball programming

Developed, presented, and closed revenue and promotional proposals for six-figure, advertising budgets of major corporations;

Designed logistics to implement proposal plans; Executed plans

Billed over $1.3 million during first eighteen months in yellow pages advertising

Reactivated account list and increased billing over 50% in three months in radio advertising

Focused on long-term local direct business; achieved 74% of annual budget by April in cable television advertising

Coordinated and implemented sales promotion elements and activities for major corporations

Initiated method for making introductory calls through rapport building and by offering options; Set 50% of all requests.

Serviced account list of 240 clients through relationship building; Facilitated collections with effective public relations and problem solving; Recognized for low bad-debt amounts.

Maintained deadlines and corporate goals in a fast paced environment; Reached and/or exceeded sales goals consistently.

Interviewed clients, identified options, offered recommendations and negotiated closings; Recognized for new business creation and revenue maximization.

Developed and presented proposals for advertising budget of major corporations; Designed logistics to implement proposals.

Created, developed, and prepared sales presentation and promotion materials

Trained staff on consultative selling, effective negotiating and telemarketing techniques; wrote sales scripts

 

 

Education

Michigan State University, BA, Advertising

Dale Carnegie-Public Speaking/Effective Human Relations                 

System 21 Strategic Solutions Selling

DEX One National Sales and Field Training                                           

“Smart Content” Directional Media (Internet and Print) Copy & Layout 

Google Ad Words

A.W.A.I (American Writers & Artists Inc.) “Copy Writing 2.0: Writing Web Copy that Converts”  Nick Usborne.  

 

 

Community Involvement and Fundraising

Advertising Federation of Grand Rapids 

Coca-Cola’s “Art of Harmony”Detroit competition 

Fund-Raising activities for: March of Dimes, St. Jude’s Children’s Hospital, Ronald McDonald House, Junior Achievement, The Greater Grand Rapids Committee, American Red Cross, Muscular Dystrophy Association and others.    

 

 

 

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