Sr Brand Manager Resume
Executive Summary
Senior Marketing Manager with demonstrated achievement in launching new products and meeting sales and profitability objectives; Experience in both consumer retail marketing and business-to-business marketing.
Skills - How I Add Value
&#; Demonstrated expertise in developing marketing plans and leading cross-functional teams to drive positive results, especially in a fast-paced environment. Experience in developing and executing marketing communications plans.
&#; Has managed all aspects of the advertising agency relationship, including strategic and creative planning and budgeting.
&#; Effective communicator at all levels within the organization, demonstrated through extensive negotiation and tactical decision-making sessions with upper management, marketing, finance, sales, advertising, customer service and outside vendors.
&#; Strong financial acumen.
Experience
Feb. ’ – Apr ‘ Russell Corporation Atlanta Georgia
Sr. Brand Manager – Jerzees Mass Retail, Wholesale Clubs, Food and Drug
• Developed product marketing plans and retail marketing programs to support the Jerzees brand strategic objectives ($MM Business).
o Championed the development of a new women’s line of active wear from conception to sell-in at mass retail.
o Led the team that grew sales of women’s active wear in the Club channel by $MM in .
o Worked with executive management to sign new licensees such as FIFA World Cup generating $MM in incremental sales for .
• Established wholesale pricing and margins for new styles; performs P&L analysis at the style/account level.
• Planned and guided Marketing Research initiatives for the Jerzees Brand.
• Developed national media plans to increase awareness, advertising in American Profiles (C & D markets) as well as Billboard campaigns in select markets. Also planned and executed grass roots marketing campaign for the Hispanic community (Latino festivals, generating over MM impressions in summer of ).
• Managed the development and execution of creative materials, including in-store media, POS, and other merchandising vehicles and in-store fixtures to drive product trial; Conducted sales/ square foot analysis and revises future programs to be more effective.
• Worked closely with field sales on development and execution of programs that drive unit sales at the top strategic customers; assisted sales teams with presentation of product and marketing plans to retail marketing managers and buyers.
• Managed a $MM customer marketing budget, updating and forecasting spending quarterly and on a project by project basis; manages the retail Co-op budget.
• Managed the agency-of-record and other vendors in development of strategic customer marketing objectives, strategies, tactics and spend levels.
• Managed and coached two marketing managers and a marketing coordinator.
Apr ’ – Dec ‘ America Online, Inc. Dulles, VA
Senior Marketing Manager – Direct Response
• Primary responsibilities include driving the growth of AOL’s Dial Up and Broadband services through the inbound telemarketing channels.
• Developed and managed marketing programs; Tested new offers and price plans to increase member registrations.
• Forecasted call volumes and projected orders; managed the budgets for promotional spending and testing.
• Increased the growth of key price plans (new product sales of $. Broadband plan grew from % of Sales mix to over % in ).
• Developed and managed affinity marketing relationships (value-add offers with retail partners like Wal-mart, Toys R Us, Banc One Visa and Best Buy).
• Managed key marketing research projects to gain insights and improve member registration rates.
• Implemented key initiatives with customer service to improve call center performance and improve operations tactics.
• Managed the marketing analysis relationship and made recommendations on the reporting infrastructure.
Apr ’ – Feb ‘ Mckinley Marketing Partners Alexandria, VA
Marketing Consultant – Brand/Marketing Communications
Worked with multi-national telecommunications company in the following:
• Developing and executing corporate integrated marketing communication plan for VoIP product launch.
• Worked with key team members to develop brand positioning and to define core value to the consumer.
• Developed sales tools, including sales toolkits and presentations for trade shows.
• Managed all aspects of the advertising agency relationship, including tracking of internal budgets.
Aug ’ – Mar ‘ MCI WorldCom Arlington, VA
Brand Manager – Calling Card
o Managed residential and small business calling card product; generated $ Million in sales. Sales grew % YOY.
o Developed marketing strategies, formulated pricing strategies; oversaw the launch of new initiatives. Worked with marketing analysis to track performance trends.
o Developed inbound Telemarketing upsell strategies; Developed scripting and positioning for sales agents.
o Managed the execution of customer incentives through Partner marketing programs.
Dec ’ – Jul ’ Sara Lee Corporation – The Bali Company Winston-Salem, NC
Brand Manager – Just My Size Intimates
o Responsible for driving the growth and profitability of the Just My Size intimates business (bras and shape wear) through the mass retail channel (Wal-Mart, K-Mart & Target); generated $ million in sales annually. Managed $ million consumer and trade marketing and advertising budget.
o Developed annual marketing and promotional plans.
o Worked with Megabrand team and Ad agency to develop the “I AM” advertising campaign.
o Developed new packaging to fuel sales and attract new customers.
o Developed product line extensions with Merchandising team; forecasted volumes and determined pricing strategy.
o Trained Customer Service representatives.
o Lead consumer marketing research efforts; analyzed industry and market trends.
May ‘ – Dec ’ Sara Lee Direct Marketing Division Winston-Salem, NC
Direct Marketing Manager – Just My Size Catalog
o Oversaw profit and loss, strategic planning, product development and marketing execution for the Just My Size Catalog ($MM business). Repositioned the catalog with a new core audience and grew sales % YOY.
o Developed Circulation strategy; Formulated acquisition and list strategy as well as retention/winback strategies.
o Developed advertising and promotional plans; worked with in-house agency to plan and paginate the catalog.
o Developed Merchandising and product develop strategy and direction
o Supervised an Assistant Marketing Manager.
Strategic Planning and Marketing Manager
o Worked with the division President in managing the strategic and financial planning process for $MM Direct marketing Division, including the One Hanes Place catalogs, Just My Size Catalog businesses.
o Tracked competitive and market trends to guide Executive management in strategy development.
o Worked with Business Unit heads in developing strategies to exceed corporate profit objectives.
o Diversity Trainer
Assistant Merchandise/Product Development Manager
• Developed merchandising and product development strategies for Just My Size & Color Me Natural Catalogs.
• Oversaw all aspects of product sourcing, including vendor recruitment, licensing and price negotiations.
• Managed excess and obsolete inventory. Identified new quality control processes to reduce returns and improve profitability of all product lines.
• Performed SKU product and category analysis, including ROI and square inch analysis.
Marketing Assistant
• Developed strategies for Co-ops, FSIs and package insert programs;
• Analyzed direct mail test plans and model controls.
• Managed sales of L’eggs and Hanes hosiery thru on-line services.
EDUCATION Clark Atlanta University, MBA, Marketing
University of Arkansas at Fayetteville, BSBA, Marketing,
Sara Lee Direct Internship Program, summer
Diversity Trainer – Sara Lee Direct
