Seasoned Marketing Professional
Resume:
CASEY L. CHESHIER
Fort Worth, Texas 76107
*************@*****.***
SUMMARY
Energetic advertising, marketing and promotions professional with over 15 years of experience specializing in
branding, retail promo and lifecycle marketing. Demonstrated expertise and core competencies:
National In-Store Retail Promotions
Consumer Packaged Goods
POP and POS Merchandise Program
Development/National Launches
B2C and B2B Campaigns
Quantitative/Qualitative Research
Setting Strategic Vision
Creativity and Innovation
Human Capital/HR B2B Marketing
Supervision / Leadership
PROFESSIONAL EXPERIENCE
THE STARR CONSPIRACY, Fort Worth, TX June 2012 - Present
Marketing and advertising agency dedicated to the enterprise software and services space
Account Director
Manage the overall performance and growth of accounts and oversee account teams, while working in tandem
with other agency discipline leads to ensure mutual client and agency success.
Specific responsibilities include:
• Responsible for overall account team performance, growth and profitability
• Build and maintain ongoing positive employee and client relationships across multiple levels, including
senior executives
• Concentrated and ongoing understanding of marketing strategies and the role of Human Capital within
the enterprise software space
• Advanced B2B marketing knowledge within the communications mix, including campaign specific
recommendations
• Ensures the account team consistently delivers measurable value for the services that are provided
• Strong advocate and partner for brilliant, game-changing, highly innovative creative that is on strategy
• Strategic leader and analytical thinker
• Ensures the team translates information, research and data into insights and insights into actionable
plans on an ongoing basis
• Clear, concise and highly-effective communicator
• Accepts responsibility, proactive thinker and promoter of integrity across multiple disciplines
• Motivator, mentor and problem-solver
29 AGENCY, Southlake, TX February 2011 – June 2012
Award-winning design, branding and advertising boutique agency
Director of Accounts
Led the day-to-day operations of the agency, sales, account management and strategy on multiple accounts.
Specific responsibilities included:
• Led and managed all client relationships across all accounts within the agency
• Developed and implemented multiple successful regional and national programs for clients on time and
within stated budget requirements
• Led all press initiatives, launch support and ongoing marketing direction for Project 7, a cause-related
company that makes consumer goods. These products are now available in Wal-mart’s and 7-11’s
nationally, as well as other locations.
• Established and met revenue objectives and ROI for each client consistently
CASEY L. CHESHIER PAGE 2
Produced and directed a number of videos for Deloitte Services, LP supporting their partnership with
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the United States Olympic Committee. Projects included spending days with Olympic gold medalists
as they trained for the 2012 Olympic games.
Lead copywriter for a number of client’s packaging, labels and websites. Clients included distributors of
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dog shampoo, health food, products for babies and an online gift service
Served as primary contact to the client’s senior marketing staff and maintained strong relationships at
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multiple levels within the client organization
Led and grew direct reports within the marketing group while inspiring, motivating and educating
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account team members from other disciplines within the agency
Lead all new business development, including scoping, pitching and closing new contracts
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Managed all monthly financial goals and performance for the company
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Developed all internal/client marketing, campaign and business strategies
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Created all media and marketing plans, including web, video, packaging and product launch
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TRACYLOCKE, Dallas, TX January 2010 - February 2011
Brand-to-retail advertising agency and part of the Omnicom Group Inc. (NYSE:OMC)
Senior Account Supervisor
Senior agency account supervisor responsible for managing the relationship with Hewlett Packard, most
specifically within the OfficeMax and Staples environments.
• Led the collaborative sessions between the agency and HP account managers to identify key business
and marketing goals for each campaign.
• Developed the strategy and go-to-market campaign recommendations, utilizing insights and market
research to support tactical approaches.
• Produced, wrote and presented all client presentations.
• Wrote all creative briefs and led the planning, kick-off, brainstorming, development and execution of all
campaigns from initial concepts through final in-market product.
• Expert in managing the HP brand-to-retail shopper path-to-purchase, including detailed knowledge of
target demographics based on retailer where purchase is made.
• Highly skilled in educating, informing and consistently bringing innovative ideas to the client to help
them reach their financial, business and campaign goals.
THE PROMOTIONS NETWORK (TPN), Dallas, TX February 2008 – January 2010
Retail promotions agency and part of the Omnicom Group Inc. (NYSE:OMC)
Account Supervisor
Led day-to-day client management along with supervising a team of account management to ensure all work
was developed strategically, promptly, accurately and within budget for Bank of America’s in-store Point of
Sale (POS)
• Developed in-store retail promotional strategies and tactics to better sell Bank of America’s products
and services
• Managed incoming workload to ensure projects were evenly distributed to the proper team member
based on experience level and expertise.
• Conducted daily competitive research and analysis.
• Planned, wrote and presented a quarterly review of the work developed and implemented b y TPN to
Senior leadership at Bank of America.
• Led the complete POS store takeover for the second, third and fourth quarters of 2009 for all
Bank of America’s nationally, successfully increasing revenue for one of the nation’s largest banks.
• Wrote ongoing strategies and campaign tactics for Bank of America’s Home Loans division helping
them surpass their largest competitor (Chase) in providing home loans in 2009.
• Worked in tandem with the Planning team to analyze quantitative and qualitative research in order to
make solid recommendations for in-store campaigns based on insights.
CASEY L. CHESHIER PAGE 3
THE INTEGER GROUP, Dallas, TX August 2006 – February 2008
One of the largest retail promotions agencies in the world and part of the Omnicom Group Inc. (NYSE: OMC).
Account Supervisor
Led 25-member team through the development, production and execution of in-store Point of Purchase (POP)
and Point of Sale (POS) for all national AT&T retail and experience stores.
• Managed the complete re-branding of all Cingular in-store material to take on the AT&T look after
Cingular was purchased by AT&T.
• Casted all talent and supervised/directed photo shoot for all in-store POP and POS material for the
Holiday in-store campaign
• Closely monitored and ensured all monthly billing was accurate and billed timely
• Completed a monthly competitive analysis
• Led internal briefings on industry trends, creative thinking and problem solving
• Produced weekly in-store audits and analysis
Moved to George Westin Bakery account in September 2007
• Account Service lead on production of two television spots for Arnold Bread
• Managed a $6 million advertising budget, including media, production and agency fees
• Managed the relationship with photographers, producers and directors for television production
• Worked closely with the strategy department through extensive Quantitative and Qualitative
research, including detailed analysis of results
• Developed and implemented successful national programs on time and within stated budget
requirements
• Managed detailed production schedules on a daily basis
• Led production for all in-store POS and POP in retail grocery environment
• Coordinated multiple live radio remotes to support new product launches
ADAM’S MARK HOTEL (NOW SHERATON), Dallas, TX July 2005 - August 2006
The largest hotel in Texas, with over 1,800 rooms, accommodating events of all sizes.
Advertising and Promotions Director
Managed and promoted the hotel through numerous mediums including print, media, online
advertising, outdoor, radio and television
• Led all strategic and analytical planning nationally and locally for marketing the largest hotel in Texas
• Created and produced all collateral for promotional purposes, including copywriting and design of
each piece
• Created and strengthened partnership marketing efforts and relationships
• Managed the creation of a new brand for one of the three towers on the property and marketing this
brand as a “hotel within a hotel.” This included a thorough and intricate campaign involving all face ts
from operations to marketing
• Built a multi-tier advertising campaign for the Dallas property for 2006 with a detailed strategy on
executing the new brand launch and reintroducing the Adam’s Mark to the Dallas/Ft. Worth market
• Successfully increased revenue in 4th quarter 2005 by creating numerous promotional packages and
saturating the market with these products
CASEY L. CHESHIER PAGE 4
RAPP COLLINS WORLDWIDE, Dallas, TX March 2002 - July 2005
Global, full-service marketing agency and part of the Omnicom network (NYSE: OMC).
Senior Account Executive
Led day-to-day process and execution on projects including consulting with client’s to identify needs
and expectations.
Led internal creative briefings through development and production
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Managed all project budgets and timelines, all the way through to final execution of strategy
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Managed multiple facets of the entire fulfillment program for Direct Energy. Responsibilities entailed
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overseeing the production and mailing of approximately 3,000 pieces bi-weekly and ensuring all
collateral was inserted correctly based on version.
Successfully ordered and tracked inventory of all incentives used to fulfill the kits, along with managing
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inventory of all collateral pieces on a weekly basis
Led all collateral development and coordinated advertising mediums to support the Dallas Cowboys
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partnership with Direct Energy. Included radio, television, in-stadium signage and all corresponding
direct mail and print
Developed concepts and supervised the production of marketing material to support Direct Energy’s
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sponsorship of the Toyota Center and the Houston Rockets and Six Flags Over Texas
BRIERLEY & PARTNERS, Dallas, TX May 1998 - December 2001
Marketing agency specializing in customer Relationship Management ™ and loyalty programs
and a part of the WPP Group USA family of agencies
Senior Interactive Producer
Contributed to the design of various direct mail pieces by proofreading, copywriting and art directing for high
profile clients including: Blockbuster, Hertz, Neiman Marcus, UPS, Borders, AT&T and United Airlines.
• Interacted and established strong contacts with outside media and photography vendors.
• Implemented a successful system for buying and managing all artwork used in direct mail pieces.
Promoted to Senior Interactive Producer in September 1999.
• Managed the production of websites from initial concept to final launch, email development and
fulfillment for clients including: Cinemark Theatres, eRewards™ and
United Airlines.
Education
Southwest Texas State University; 1993 - 1994
University of Texas at Arlington; 1994 - 1997
Major - Journalism/Public Relations, Minor - English
Organizations/Clubs: Alpha Chi Omega Alumni, SPCA Volunteer, Meals on Wheels Volunteer
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