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Work Background
Roger Christian Company, Prism Marketing PartnersMarketing and Business Performance Growth
Mar. 2024Texas, Arkansas, United States"The sole purpose of marketing is to sell more to more people, more often and at higher prices. There is no other reason to do it." Thank you, Sergio Zyman! My marketing world – and passion – is the fusion of brick-n-mortar with digital innovation. The work I do centers around People and organizations focused on winning the hearts, minds and wallets of the competitive marketplace to capture their share of dynamic market growth. This work delivers growth performance because I combine-n-apply marketing disciplines and process with learned-experience and street-savvy instincts surrounding the consumer-occasion-channel and the OPERATIONS behind a brand’s differentiated value. I also elevate marketing’s understanding - as well as integrate - the role of the People who do the real work ... the field sales reps, operators and associates in the trenches who take the plans, creative and content and bring it to life, one consumer purchase experience at a time. Having been mentored, inspired and taught by the some of the best Leaders and People in the world, I am capable of doing all the ‘marketing stuff’ you want to talk about; from research and analytics, to JBPs and strat plans, to creative development, tactical calendars, execution, investment with evaluation metrics. But it’s my innate ability to cut thru the clutter of meetings, jargon, egos, silos and bullshit – all that interference we experience – and get to the ‘real reason’ behind the marketing, and what it will take to deliver true growth and performance for the business, that makes my work, work. I embrace diversity, change and a values-inspired organization and fully engage to making a difference beyond just making the numbers.
SynchronyAssistant Vice President, Marketing and Cultural Champion
Aug. 2016 - Apr. 2024Bentonville, ARLed the fusion of brick-n-mortar and digital innovation to achieve consumer/Member and Associate engagement for our Sam's Club Partnership credit card program with a focus on new cardholder acquisition growth. Delivered 5 of 7 record performance years, including 2020-2022 Covid disruption. Achieved immediate marketing and operational performance objectives while developing strategic consumer/Member brand communications platform, blending card functionality with creative personality to inspire long term brand relevance, affinity, loyalty and growth. Previously led similar Lifecycle marketing programs. Managed multi-million-dollar budgets impacting multi-billion-dollar revenues. Additionally, served as GPTW team member for cultural and organizational development. Responsibilities included research/insights, metrics and performance analytics, cross-functional leadership and project management, relationship management, budget development/process/tracking and third-party agency and supplier-partner leadership.
Truco Enterprises - On The Border Retail BrandsShopper Marketing Manager
Jan. 2016 - Apr. 2016Dallas/Fort Worth AreaLed Customer and Shopper Marketing across channels with a strategic focus against Brand Development, Consumer Engagement and Category and Customer Growth. Included integrated Brand and Customer marketing development/planning, budgets, tracking, co-branding partnerships and go-to-market coordination/logistics.
Coca-Cola North AmericaSr. Shopper Marketing Manager - Walmart Global Business Team
Nov. 2007 - Apr. 2015Bentonville, ArkansasLed marketing for multi-million-dollar business delivering year on year annual growth that consistently exceeded marketplace performance; included collaboration with Brand and Customer, Team constituencies to drive alignment on plans, activation/execution, success metrics and resource allocations. Led research-insights on shopper/member segmentation development and subsequent Innovation Summits delivering solution-based opportunity and program development. Recognized as top marketing supplier-partner 3 out of 5 years.
Coca-Cola North AmericaSr. Business Development Manager - Minute Maid Strategic Initiatives Team, Coca-Cola North America
Oct. 2004 - Nov. 2007Houston, TexasLed projects for strategic business development and marketing on innovation, cross-channel development and special assignments for $1billion business unit that included new channel development, Customer Relationship and Marketing Development, product packaging and brand innovation.
Coca-Cola Enterprises, Ltd. Great BritainSr. Channel Marketing Manager
Jan. 2001 - Dec. 2004Led marketing development and activation for restaurant, theme park, cinema, motorway and pub/licensed channels with estimated revenue of £100million; included development and launch of Fanta Frozen beverages, Genuine Coca-Cola ‘nucleated’ glassware, channel online menu and Eatertainment® programming to activate brands in theme parks, cinema and motorway. Led process management and all fiscal and metric development for channel.
Pennzoil-Quaker StateSr. Brand Manager, Racing Consumer Segment
Jan. 2000 - Dec. 2001Led all motorsports brand and regional marketing for Pennzoil, overseeing a muti-milliion-dollar racing and activation budget for a $400million brand business, including first-ever proprietary research around racing fans, DIY and DIFM consumers to position brand, occasion usage strategy. Led agency to develop first-ever consumer campaign aligning the purpose of racing to the quality and performance of the brand in the ‘everyday’ automotive world and created BrandFuZion partnership with Jiffy Lube national franchisee cooperative for marketing funding and activation programs, including Floor It!, promotional and communications platform.
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