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Work Background
Home Line Furniture (Contract)Vice President, Marketing
Nov. 2009 - Jan. 2011A $110MM manufacturer and importer of upholstery and case goods furniture with three distribution centers in Philadelphia, Chicago & North Carolina servicing 27 states east of the Mississippi. Closed operations in 2007 due to inclement market conditions.
I was tasked to create a dynamic brand for Home Line Furniture within the Home Furnishings category. In 12 months, exceeded expectations with revenue growth of 25%, directing this brand initiative to position HomeLine to become a recognizable force within this category. The financial crisis devastated the industry, and HomeLine ceased business operations in 2007.
Napier Marketing Group, LLCManaging Director
Jan. 2007United StatesIT'S TIME TO DITCH THE ORDINARY & EMBRACE THE EXTRAORDINARY
If you’re a brand that dares to be different, craves attention, and wants to leave its mark on the world, then we’re your people. Let’s make some magic (and maybe a little mayhem) together. From inception to realization, I’ll breathe life into your ideas, crafting visual marketing masterpieces that exude excellence. Challenge me to materialize your vision and orchestrate an Omni-Channel approach that propels your retail empire or brand to unparalleled heights of success!
Through a fusion of unwavering passion and over 25 years of seasoned expertise, I engage directly with pivotal executive stakeholders to delve into the depths of their aspirations and requirements.
Embodying a "roll up your sleeves" ethos, I immerse myself in exhaustive market analysis and competitive research, sculpting intricate, data-driven strategies that transcend conventional boundaries, consistently exceeding client anticipations. This intricate process entails not only pinpointing potential pitfalls and avenues for growth but also sculpting a comprehensive blueprint aimed at amplifying brand resonance across diverse channels - be it through inimitable strategic processes, traditional marketing avenues, bespoke website development, or finely tuned social media narratives.
Some highlights:
►Earned five Hermes Creative Awards while providing expert marketing solutions for diverse businesses including home furnishings, technology, manufacturing, and national/international retail.
►Successfully licensed leading entertainment brands from Hollywood studios, Sony, 20th Century Fox, and Dreamworks leveraging movie assets such as HOME, Angry Birds, Ice Age, etc. through contract negotiations with studios and targeted campaign execution.
►Crafted an award-winning documentary on Soldier’s Walk Memorial Park broadcasted on PBS encompassing web design, voiceovers, and marketing/promotions.
►Enhance recognition as a subject matter expert (SME) and support the community by writing featured articles, presenting at conferences, and disseminating best practices regarding digital and traditional marketing through North America’s 3rd largest marketing information website, www.social4retail.com.
Robinson & Robinson, Inc. (Contract)Group Vice President (Contract)
Sep. 2005 - Jul. 2007A $250MM worldwide premiere leather and upholstered furniture wholesaler. Closed operations in 2011 due to harsh market conditions
Managed three direct reports and more than 20 indirect reports; supervised all sales and marketing initiatives, including the creative department and all creative materials, brand management, catalog and website marketing, sales materials, promotions, product photography, vendor relations, trade, and consumer advertising. Developed new product channels, reviewed corporate strategy, and conducted competitive analyses. Implemented and drove strategic initiatives with key clients. Forged strategic alliances and cultivated new business development opportunities.
Ashley Furniture Industries, Inc.Vice President (CMO) - Corporate Marketing & Communications
Aug. 2000 - Sep. 2005ASHLEY FURNITURE INDUSTRIES, INC., Arcadia, Wisconsin • 2000-2005 A $5.5B – wholesale - worldwide furniture manufacturer and retailer with 21 product categories; This position encompasses a strategic and tactical role both in identifying new initiatives that will drive business and hands-on development and execution of programs – ranging from writing of materials, design direction, vendor project management support, including: National and local promotional programs, All national brand campaigns. New product launches. All Product photography All print materials including point of sale, product brochures, and merchandising tools. Manage all communication messages in print, electronic and TV to strengthen brand awareness/image and reach the target audience.
Manage and direct all corporate vendors; Advertising agencies, and production of Web-based advertising. Cross-branding and cross-promotional programs.
Responsible for the overall direction of a full range of marketing communications materials. Lead the creative team that includes designers, copywriters, and production specialists. Vice President Marketing - CMO: Reporting to the Chairman of the Board, I managed the creation, development and execution of all the Ashley Furniture and Ashley Furniture HomeStores integrated advertising and marketing platforms; oversaw brand management and implementation. Managed $7.5MM catalog/support materials creative department and over 30 departmental employees. Developed creative selling tools, including presentations, customer communication materials, trend reports and product data sheets. Conducted market research to rationalize category and segment opportunities. Developed pricing model and revenue potential. Validated new product concept; analyzed results and made recommendations for product modifications to meet customer needs. Forged strategic sales and marketing relationships with MasterCard, Country Music Association, Nickelodeon and St. Jude’s Hospital.
The Wessel Company, Inc.EVP Sales & Marketing
Sep. 1989 - Sep. 1994Chicago, IllinoisManaged and directed all elements of the business strategy to transform the business from a commodity printing company to a specialized: Primary and promotional product identification resource. 1.) Created, executed and managed a 3 year strategic sales and marketing planthat defined the business objectives and facilitated growth
2.) Repositioned company from a commodity printer to a resource of printed solutions for Brand Marketers.
3.) Directed all marketing and advertising.
4.) Assisted in all aspects of sales and operational plans.
5.) Developed new products and services for the consumer promotion arena, advertising agencies and niche service companies.
6.) Managed and directed all objectives and strategies that facilitated enormous growth from $20MM to $40MM+ in 3 years. .
PMA Network, Inc.Managing Director - Owner/Consultant
Sep. 1986 - Aug. 2000St. Paul, MinnesotaPMA Network, Inc was a strategic marketing firm specializing in the development and implementation of innovative strategies and tactics for a variety of industries. Developed numerous consumer and retail channel marketing programs for General Mills core brands and categories including Yoplait®, Cheerios®, Bisquick®, and others.
Developed and initiated Pillsbury’s Pappallo’s® in-store strategic promotions for this new product launch. Also developed and initiated consumer and retail channel marketing programs for the Totino’s® and Green Giant® brands.
Developed the strategic launch of Pepsi USA’s Slice® Industry Exposure Pizza Hut
Quebecor-World
AmeriTech
General Mills, Inc. Ocean Spray Cranberries, Inc The Pillsbury Co. Gerber Products Co. Children’s Miracle Network
American Red Cross
And many more…
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