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Marketing Sales

Location:
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Posted:
April 24, 2015

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THERON

ANDREWS

***

Quail

Run

Road,

Sherman,

TX

75090

Mobile:

206-

778-

6015

acpc4x@r.postjobfree.com

MARKETING

&

ADVERTISING

EXECUTIVE

Strategic,

innovative,

and

results-

oriented

leader

with

proven

leadership

and

communication

skills

and

experience

managing

staffs

of

up

to

40,

budgets

of

up

to

$80

million,

and

both

in-

house

and

agency

creative

resources.

Areas

of

expertise

include:

Print,

Radio

&

TV

Search

Marketing

Search

Engine

Optimization

Creative

and

Media

Customer

Loyalty

Programs

Branding

&

Identity

Strategic

Planning

Acquisitions

Organic

Store

Growth

Omni

Channel

Comm.

Infrastructure

Development

Direct

Mail

In-

Store

Visual

Display

E-

Commerce

Market

Research

PROFESSIONAL

EXPERIENCE

BRIERLEY

AND

PARTNERS,

Plano,

Texas

Apr.

2013

Feb.

2015

“The

Best

of

Everything

in

the

World

of

Loyalty

and

CRM”,

Brierley

is

a

privately

owned

agency

specializing

in

Customer

Loyalty

programs.

Recruited

by

Jim

Sturm,

CEO

and

Bill

Dandy,

CCO.

Senior

Vice

President

of

Account

Services

(Report

to

President/CEO)

Key

Accomplishments:

Head

of

account

teams

for

Hertz

Rent

A

Car,

MoneyGram,

Hilton

Hotels,

Rent

A

Center

and

Expedia.

Responsible

for

total

staff

for

all

accounts

of

approximately

40

FTEs.

Managed

London

office,

originally

put

in

place

to

service

Hertz

account

globally.

This

office

consists

of

a

total

staff

of

6,

including

account

management,

accounting

and

email

delivery

resources.

Lead

strategic,

operational,

and

financial

performance

of

key

travel

and

financial

services

accounts.

Ensured

quality

delivery,

effective

processes,

client

satisfaction,

and

achievement

of

strategic

recommendations

for

CRM,

Loyalty,

and

Single

View

of

the

Customer

(SVOC)

solutions.

Responsible

for

annual

revenues

of

approximately

$14

MM,

and

incremental

annual

growth

of

+15%.

Engaged

in

program

design,

strategic

program

recommendations,

communications

planning,

and

technology

product

evolution

for

our

clients’

customer

engagement

efforts.

BARTELL

DRUGS,

INC.,

Seattle,

Washington

Jan.

2011

April

2013

The

oldest

family

owned

drugstore

chain

in

the

country,

Bartell

Drugs

has

60

locations

in

the

Puget

Sound

area.

Approximate

2012

Revenue:

$450

million.

Recruited

by

a

private

executive

search

firm.

Vice

President

of

Marketing

(Report

to

CEO)

Key

Accomplishments:

Completely

redesigned

bartelldrugs.com

site

to

simplify

customer

experience

and

align

with

brand

identity.

Enhanced

functionality

of

site

to

allow

online

prescription

refills,

and

to

provide

health

and

wellness

information

directly

to

the

customer.

Redesigned

store

signing

program

to

align

with

new

branding

look

and

feel,

along

with

an

entire

redesign

of

the

price/item

sign

program

with

the

goal

of

increasing

conversion

at

the

shelf

edge.

Refocused

branding

to

ensure

Bartells

was

building

awareness

and

loyalty

with

younger,

“Millennial”

customers,

without

alienating

the

existing

“Baby

Boomer”

customer

base.

This

included

building

a

significant

presence

in

Social

Media,

including

Facebook,

Twitter

and

Pinterest.

Laid

groundwork

for

the

launch

of

a

customer

loyalty

program,

using

GoThink!,

an

agency

based

in

Houston,

Texas.

Program

was

completely

developed

and

ready

to

roll

out

as

of

December

2012.

Oversaw

all

traditional

media,

including

a

52-

week

print

program,

weekly

radio

advertising,

and

seasonal

television.

Supervised

staff

of

5,

and

managed

a

number

of

outside

resources,

including

Media

Buying

and

Public

Relations

agencies.

ANDREWS

CONSULTING,

Seattle,

Washington

Aug.

2008

December

2010

Senior-

level

marketing

consultant

for

retail

and

manufacturing/supply

side

customers.

Owner

Active

Client

List:

Ecohaus

Retained

by

Rik

Tokuno,

former

President

at

Car

Toys

Seattle

Bank

Retained

by

Katie

Henry,

former

colleague

at

iFloor

Borders

Books

Retained

by

Bill

Dandy,

former

supervisor

at

Michaels,

Famous

Footwear,

and

Mattress

Firm

Vident

Retained

by

Andy

Klein,

former

colleague

at

HomeBase

iFLOOR

INC.,

Tukwila,

Washington

Nov.

2007

Jul.

2008

At

the

time,

the

largest

online

retailer

of

flooring

products

in

the

U.S

.

with

36

brick

and

mortar

locations

in

22

states.

Projected

annual

sales

volume

of

approximately

$80

million

in

2008.

Recruited

by

CenterStone,

an

executive

search

firm.

Chief

Marketing

Officer

(Report

to

CEO)

Key

Accomplishments:

Complete

redesign

of

ifloor.com

site

to

simplify

customer

experience

and

align

with

brand

identity.

Organized

extensive

product

and

installation

experience

resident

on

previous

site

to

increase

ease

of

access

and

build

trust

with

customers.

Implemented

customer

profiling

and

segmentation

using

Claritas

PRIZM

and

launched

targeted

direct

mail

program

that

drove

significant

incremental

sales

to

brick

and

mortar

and

e-

commerce

alike.

Began

process

of

branding

in-

store

to

translate

online

brand

experience

to

brick

and

mortar.

Main

focus

building

trust

with

customer

that

iFloor

was

“THE

expert

solution

to

all

flooring

needs”.

Supervised

staff

of

8,

including

remote

employees

in

the

Philippines,

managed

annual

budget

of

$10

million.

MATTRESS

FIRM

LLC.,

Houston,

Texas

Jul.

2006

Nov.

2007

The

largest

retailer

of

sleep

solutions

in

America,

with

more

than

400

locations

in

23

states

and

32

markets.

Annual

sales

volume

of

approximately

$500

million

in

2007.

Recruited

by

Bill

Dandy,

former

supervisor

at

Famous

Footwear

and

Michaels.

Vice

President

of

Marketing

&

Advertising

(Report

to

SVP

Mktg.)

Key

Accomplishments:

Developed

and

launched

rebranding

efforts

designed

at

transforming

the

company

from

a

position

based

solely

on

price

promotion

to

a

position

of

selling

Sleep

Solutions,

by

building

awareness

of

how

a

better

night’s

sleep

directly

impacted

one’s

health

and

quality

of

life.

Translated

this

brand

position

to

stores

via

in-

store

television

network

and

point

of

sale

materials.

Complete

redesign

of

mattressfirm.com

site

to

align

with

brand

position.

Successfully

integrated

3

acquisitions

within

a

4-

month

window,

adding

50

stores

to

the

chain

and

taking

on

operational

aspects

of

their

stand-

alone

marketing

programs

while

transitioning

to

the

Mattress

Firm

name.

Supervised

staff

of

7,

managed

annual

budget

of

$53

million.

WESTSIDE

GUITARS,

INC.,

Seattle,

Washington

Dec.

2005

Jul.

2006

An

online

musical

instrument

retailing

business,

selling

vintage

and

quality

imported

guitars.

Owner

CAR

TOYS,

Seattle,

Washington

Aug.

2001

-

Dec.

2005

The

largest

independent

specialty

mobile

electronics

and

wireless

chain

in

the

United

States.

55

locations

and

ecommerce.

Annual

sales

volume

of

approximately

$200

million

in

2005.

Recruited

by

private

retained

search

firm.

Senior

Vice

President

of

Marketing

&

Advertising

(Report

to

President/CEO)

Nov.

2001-

Dec.

2005

Vice

President

of

Marketing

&

Advertising

(Report

to

CEO)

Aug.

2001-

Nov.

2001

*Promoted

to

Senior

Vice

President

Key

Accomplishments:

Contributed

to

30%

top-

line

growth

in

revenue

from

2001-

2005

as

head

of

marketing

by

re-

developing

the

brand

identity

of

the

company

from

a

position

based

solely

on

price

promotion

to

a

position

of

being

“THE

Trusted

Experts”-

the

people

who

could

help

sort

out

the

confusing

world

of

wireless

phones,

and

the

ones

you’d

trust

to

install

a

complex

mobile

entertainment

system

in

your

vehicle.

Implemented

print

advertising,

featuring

chain

wide

newspaper

inserts

which

delivered

20%

comp

store

increases.

Redeveloped

and

re-

launched

cartoys.com,

delivering

a

325%

increase

in

top-

line

revenue

in

2003.

Continued

growth

of

online

channel

by

900%

in

2004

by

implementation

of

paid

search

marketing.

(Site

delivered

approximately

10%

of

total

company

bottom

line

profit

in

2004.)

Supervised

staff

of

15,

managed

annual

budget

of

$18

million.

FAMOUS

FOOTWEAR,

Madison,

Wisconsin

May

1997-

Jul.

2001

Branded

Footwear

retailer

with

over

900

stores

nationwide

and

$1.1

billion

in

revenue.

Division

of

Brown

Shoe

Inc.

Recruited

by

Bill

Dandy,

former

supervisor

at

Michaels

Arts

and

Crafts.

Vice

President

of

Marketing

&

Advertising

(Report

to

President/CEO)

Apr.

2000

-

July

2001

Director

of

Target

Marketing/

Internet

Development

(Report

to

SVP

Mktg)

Jan.

1999

–Apr.

2000

*Promoted

to

VP

of

Marketing

and

Advertising

Director

of

Advertising

(Report

to

SVP

Mktg)

Jan.

1998

-

Jan.

1999

Director

of

Advertising,

Business

&

Media

(Report

to

SVP

Mktg)

May

1997

-

Jan

1998

Key

Accomplishments:

Contributed

to

38%

top-

line

growth

in

revenue

from

$800

million

in

1997

to

$1.1

billion

in

2001.

Built

Celebrity

Club

Customer

Loyalty

program

from

3.5

million

members

in

1999

to

8.5

million

in

2001.

Leveraged

customer

and

sales

data

to

develop

site

selection

model

for

Real

Estate

and

build

assortment

planning

for

Merchants.

Transformed

brand

from

focus

on

price

promotion

to

a

position

as

the

“One

stop

shop

for

all

Mom’s

quality,

branded

footwear

needs”,

targeting

largely

female

customer

base.

Rebuilt

marketing

department,

changing

focus

from

small,

local

store

efforts

to

a

more

traditional

Retail

marketing

focus

featuring

chain

wide

print

inserts

and

ROP

supported

by

broadcast

TV

during

key

holiday

periods.

Launched

e-

commerce,

delivering

$5

million

in

revenues

in

first

full

year.

Supervised

staff

of

35,

managed

annual

budget

of

$40

million.

MICHAELS

STORES,

INC.,

Irving,

Texas

Apr.

1995

Apr.

1997

Nationwide

arts

and

crafts

retailer

with

450

stores

and

$1.3

billion

in

annual

revenue.

Recruited

by

Kenzer,

an

executive

search

firm.

Director

of

Creative

&

Production,

Marketing

&

Advertising

Division

(Report

to

Vice

President,

Marketing)

Sept.

1995-

Apr.

1997

Manager

of

Business

Administration,

Marketing

&

Advertising

Division

(Report

to

Vice

President,

Marketing)

Apr.

1995

Sept.

1995

*Promoted

to

Director

of

Creative

and

Production

Key

Accomplishments:

Managed

in-

house

creative

and

production

team

responsible

for

weekly

print

program,

including

chain

wide

inserts

and

ROP.

Responsible

for

Michaels

of

Canada

and

Michaels

of

Puerto

Rico

marketing

programs.

Launched

first

website,

Michaels.com,

focused

on

driving

customers

to

stores

and

increasing

average

ticket.

Supervised

staff

of

13,

managed

annual

budget

of

$80

million.

HOME

BASE,

Irvine,

California

Apr.

1989

Mar.

1995

Regional

Big

Box

Home

Improvement

chain

with

80

stores

and

$1.6

billion

in

annual

revenue.

Print

Production

Manager,

Advertising

Division

Print

Production

Supervisor

Advertising

Coordinator

Previously

worked

as

a

Department

Mgr.

at

Robinson’s

(1988-

89)

and

an

Executive

Trainee/Dept

Mgr.

at

Bullock’s

(1987-

88)

EDUCATION

UNIVERSITY

OF

CALIFORNIA

AT

BERKELEY

Berkeley,

California

Bachelors

of

Arts,

English

Literature,

May

1987



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