Marketing Manager

EVELYN O'GILVIE

**-** **** ******* ******* South

Apartment 16H

Bronx, NY 10468

********@***.***

641-***-**** 469793#

DIRECTOR - MARKETING

P&L / Strategic Planning / Brand Management / Market Research / Alliances /

MarCom / CRM

Fortune 500 Firms / Advertising / Promotions / Vendor Relations / Diversity

/ Startup Operations

An award-winning leader, I've provided strategic marketing direction that

dramatically increased sales to a diverse customer base for such industry

giants as Disney and Verizon. By working cross-functionally to set budgets

and devise targeted programs, I expanded brand recognition, customer base

and product footprint. Key strengths:

+ Serving as key liaison between the company and external, multi-cultural

marketplace

+ Pioneering studies that provide rich insights into customer spending

+ Building results-focused teams that drive sales, revenue and market

share

+ Managing strategic alliances with external vendors and advertising

agencies

Known as a highly energetic "go-to" leader with a "can-do" attitude, I am

consistently recognized for my knowledge about what motivates consumers and

developing innovative marketing strategies to capture new market share.

During July 2010 - August 2012 I went on maternity leave and became a stay

at home mom.

Selected Achievements

Captured millions in new retail sales. Disney's Multicultural Marketing was

a startup group, part of Corporate Brand Management organization. A

strategic plan was needed to boost revenues from Disney Consumer Products.

Identified key franchise opportunities and non-traditional retailers,

generating $2.7M in incremental retail sales.

Dramatically grew diversity business. Multicultural Marketing organization

at Disney lacked set objectives, revenue goals, strategic plans and

programs. Working with Media Networks, Parks and Resorts, Disney Consumer

Products and Walt Disney Studios, developed multicultural marketing teams

at each business unit to meet all set objectives. Boosted multicultural

consumer attendance at one theme park by 19+% and at the other by 62+%.

Established department as revenue-driving unit. Verizon's Multicultural

Marketing Department was treated like a diversity effort vs. true business

one. Worked with Product team to set actual revenue goals and develop

relevant programs/products. Exceeded residential retail sales goals by 204%

for African Americans/312% for Hispanics.

Build cross-functional cooperation to exceed sales targets. Multicultural

organization needed to establish itself as an integral part of Verizon's

Marketing effort. Created close working relationship between Marketing and

Product teams. Surpassed global long distance retail sales goals for

Hispanics by 118% and African Americans by 157%.

Boosted brand recognition. Verizon lacked solid brand recognition within

the African American and Hispanic communities. Created innovative marketing

strategies geared to rectifying that issue. Increased key brand attributes

for Verizon among African Americans by more than 10 points and among

Hispanics by 13+ points.

Evelyn O'Gilvie, page 2

Played key role in growing franchise revenue. Identified opportunity to

increase revenue for $3.7B Disney franchise. Built collaborative

Marketing/Product effort to create relevant product and marketing message.

Assisted in development/launch of new princess product content, generating

substantial incremental revenue for franchise.

Rallied resources to deliver effective diversity communication. Verizon had

focused its marketing efforts on traditional channels. Managed, directed

and led specialized external agencies and vendor resources to deliver

communications that were targeted and more effective in the African

American and Hispanic marketplace.

Conducted market research to identify consumer desires. Disney needed to

gain a better understanding of what multicultural consumers wanted. Working

with Media Networks, Parks and Resorts, Disney Consumer Products and Walt

Disney Studios, pioneered five new studies that provided richer insights

about target consumers.

Career History & Highlights

Recruitment Supervisor, The Office of the City Clerk, 2012 - Present.

Reporting to the Chief Clerk, accountable for the strategic management of

Pollworker Recruitment business by placing 6,000 Pollworker volunteers in

key voting board precincts in Los Angeles during the Primary and General

Election in March and May 2013.

1. Assist in the supervision and management of the Pollworker Recruitment

section.

2. Provide support to employees responsible for recruiting students, City

Employee Pollworkers (CEP) and community volunteers for the 2013 City

Municipal Elections.

1. Develop quality controls to ensure data is being entered accurately

and expeditiously.

1. Generate and monitor statistical reports to meet recruitment goals and

deadlines

2. Work closely with the CEP and Outreach units to place students and

city employees at poll locations

3. Create instructions and procedures of the recruitment process for

staff. Develop and implement research statistics for upper management.

4. Handle complaints and troubleshoot problems.

Director of Multicultural Marketing, The Walt Disney Company, 2004-2010.

Provided strategic leadership to cross-functional organization. Managed

$20M budget. Helped lead company-wide multi-cultural steering committee,

three marketing staff and total team of over 50 people. During tenure, grew

overall market share 15+%.

1. Spearheaded new multicultural strategic plan for Disney consumer

products that identified key franchise opportunities and non-

traditional retailers, generating $2.7M in incremental retail sales.

1. Pioneered five new studies to provide richer insights into target

consumers and niche markets, increasing ratings 15+%.

1. Streamlined community outreach program by setting strategic objectives

that aligned with company-wide business strategies, cutting spending

by 2%.

1. Developed/implemented Hispanic CRM strategy, resulting in development

of two-pronged offline and online approach, generating $871M in

incremental revenue.

1. Assisted in development/launch of new princess content, growing

revenue for $3.7B franchise.

1. Managed strategic alliances with Carol H. Williams and Intertrend

advertising agency.

1. Served as liaison between company and external multicultural

marketplace including the Association of National Advertisers and the

American Advertising Federation.

Evelyn O'Gilvie, page 3

Director, Multicultural Marketing Communication, Verizon, 2001-2004.

Promoted within wireline sector, with P&L responsibility for $2.5B of US

division's wireline retail market. Managed five senior managers/$50M ad

budget.

1. Implemented processes and procedures that helped MarCom group operate

more efficiently.

1. Exceeded residential retail sales goals for African Americans by 204%

and Hispanics by 312%.

1. Surpassed global long distance retail sales goals for Hispanics by

118% and African Americans by 157%.

1. Increased key brand attributes for Verizon among African Americans

10+points and Hispanics 13+ points.

1. Helped Verizon become most respected brand among 41% of African

Americans and 54% of Hispanics.

1. Led specialized external agencies and vendor resources in delivering

communications to better penetrate African American and Hispanic

marketplace,

1. Managed Verizon's involvement with American Advertising Federation and

ANA.

1. Instituted policies and procedures that enabled MarCom to operate more

efficiently.

1. Won AAF Mosaic, ANA (4444) O'Toole as well as Imagen Foundation Awards

for multicultural efforts.

Sr. Manager, Multicultural Marketing Communication, Verizon, 1999-2001.

Successfully managed multiple projects on leading retail products: long

distance; residential and corporate, with $2.5B in combined revenue.

1. Supervised and developed brand communication plan targeting the

African American consumer market.

1. Grew brand awareness by 10%, usage of Verizon's products/services by

22%, and awareness of long distance among African Americans by 15%.

1. Managed full service national advertising agency, Burrell

Communications and $20M advertising budget.

Earlier: Managing Supervisor and Account Supervisor, Uniworld Group, a New

York advertising agency.

Education / Affiliations

BS, Communications, Syracuse University, Syracuse, NY

Member: American Advertising Federation Mosaic Council and National Sales

Network.

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