Marketing Sales
Resume:
Michael Crozier
Hollywood, FL 33019
*****************@*****.***
www.linkedin.com/in/crozier
Career Summary
A dynamic, visionary and innovative marketing leader with a proven record
of creating powerful, profitable consumer and B2B brands that deliver
strong ROIs through seamlessly integrated marketing strategies and
campaigns incorporating traditional and online media as well as SEM, SEO,
PPC and social media. My proven areas of expertise include advertising,
branding, business intelligence, change management, creative direction, CEM
(customer experience management), VoC (Voice of Customer), customer
acquisition and retention, EFM (Enterprise Feedback Management), direct
marketing, media, multicultural marketing, new product launches, public
relations, research and trend analysis, strategic planning, social media,
TV production and vertical market campaigns. Extensive experience with
Fortune 500 companies, small to mid-size businesses and start-ups.
Interim Director of Branding and Integrated Marketing
Tyco Integrated Security
Boca Raton, FL 1 Year Contract Assignment
5/2012 - 6/2013
Directed a highly effective brand transition of the138 year old ADT
Commercial Security to Tyco Integrated Security through an aggressive, high
visibility TV and B2B print rebranding campaign featuring NFL Hall of Fame
Quarterback Steve Young. Developed an aggressive TV support campaign
utilizing airport and out of home, B2B and trade print, digital media and
collateral material. Developed high impact and cost efficient integrated
marketing strategies and campaigns for the penetration of key vertical
markets and geographic segments. Provided creative leadership and concept
development for advertising campaigns, as well as creative direction for TV
production with extensive CGI. Negotiated TV, print and digital media buys
at discounts of over 50% off rate card along with significant value added
insertions and promotional incentives. Worked with internal legal
department and regulatory agencies to assure legal compliance. Utilized my
professional network connections to develop competitive business
intelligence. Effectively planned and managed a $33 million rebranding
budget.
Vice President Director of Marketing & Creative Services
Fluent Agency
Deerfield Beach, FL 2006 - 2012 (Agency
closed 2012)
Directed all marketing and communications activities including
strategic planning, marketing plan and creative development, branding, CEM
and customer retention programs, public relations, media, market research,
training and TV production.
Under my leadership of the marketing and creative departments,
marketing campaigns we created directly increased revenue by over 36% each
year, PPC conversion rates increased up to 1500% higher than industry
standards and customer retention rose to nearly 95%.
Other Key Accomplishments:
o Outsourced flash animation, CGI (computer generated imagery), coding
and other digital tasks overseas resulting in 60% savings on design
and production.
o Established an internal TV and video studio with 2 cameras, green
screen and digital editing capabilities. Studio became profitable
within 3 months and significantly reduced video production costs.
o Developed search behavior models for creative development and media
planning that directly increased response rates and digital media
revenue by over 75%
o Set up ROI and marketing program effectiveness reporting system using
proprietary and mass market business intelligence tools
Clients included automotive, banking, consumer products, cosmetics,
entertainment, e-commerce, health & fitness, herbs and vitamins, financial,
hospitality, multilevel marketing, real estate, retail, travel and
telecommunications companies. Key Clients: AIG, Agel Cosmetics, Arbonne,
AT&T, CitiBank, Coastal Vacations, Direct TV, Emerald Passport, Goldman
Sachs, Herbalife, Mary Kay, NY Life, and Proctor & Gamble.
Vice President Director of Marketing & Creative Services
NDSG Advertising
Fort Lauderdale, FL 2005 - 2006
(Agency closed 2006)
As marketing leader on the management team with responsibility for
strategic planning, creative and sales operations, my vision and management
skills increased new client acquisition by over 400%, customer retention
by 212% and revenue by 136%.
Other Key Accomplishments:
o Built strong brands with high equity and communicating a consistent
brand image
o Led a diverse cross-functional team of professionals with a billable
rate of 150%.
o Initiated comprehensive corporate and marketing training programs that
increased employee retention by over 215%
o Developed a web-based CEM and customer retention program that directly
produced a 98.8% customer retention rate
o Instituted the agency's first analytics program including customer
profile & behavioral, ad tracking and ROI measurement modules.
o Led new business team that produced $5 million in revenue
o Set up strong strategic partner and VAR relationship-building program
Key clients included companies in the arts, entertainment, business
products, consumer goods, financial, municipal, health care, legal and
telecommunication sectors.
Executive Director of Marketing and Communications
ABARTA Media
Miami, Florida 2000 - 2005
As marketing officer for a major privately-held international media
company, my strategic, creative and branding leadership increased revenues
by over 90% a year for a global network of over 60 regional, home design,
travel and lifestyle publications.
The corporate and product marketing strategies and campaigns executed
under my leadership built a solid brand image and increased revenue by an
average of over 90% each year, increased customer acquisition by 315%,
increased customer retention to over 96% and decreased sales force turnover
by 112%.
My top profit-building strategy was to centralize all marketing including
advertising, branding, design, distribution, product development, public
relations, TV production and training and set up regional production hubs,
so local offices could focus on sales.
The online CEM (customer experience management program) I created
featured acquisition, retention, production, financial, competitive
tracking and VoC modules to facilitate prospecting and increase sales in
all markets. By developing specific marketing plans and project action
plans with measurable goals for each market and holding managers in each
market fully accountable for results, sales and revenue increased.
Other Key Accomplishments:
o Directed Caribbean marketing, and expanded operations into 4 new
markets
o Set up and directed operations of company's first national call center
o Successfully launched 12 new products and brand extensions that
increased revenue 430% over a 5 year period
o Re-branded and re-positioned low revenue products resulting in a an
average increase in sales per product of 70% the first year
o Developed a web-based program for planning, managing and executing
trade and community events in 20+ markets that increased cost-
efficiency and visibility
Parent company sold operating units and dissolved my division.
Director of Marketing Communications and Creative Services
UJA Federation
New York, NY
1995 - 2000
As a leader on the executive team, I directed the marketing
communications and creative departments of the world's most successful
human service and philanthropic organization. The strategic plans I
developed for the annual campaign, high profile fundraising events and
initiatives produced revenues of over $200 million each year.
Other Key Accomplishments:
o Provided creative direction and led the design of advertising,
promotion, public relations, TV and video for over 365 fundraising
events each year
o Rebranded the organization in a major initiative to respond to market
changes
o Created new graphic standards and identity guidelines for rebranding
o Developed the organization's first intranet and internet sites
o Served as marketing liaison to top C level executives in the
entertainment, fashion, financial, legal and travel industries for
corporate development initiatives
o Created public relations campaigns targeted to corporate and
individual donors
o Instituted effective crisis management programs in response to
cutbacks in government funding, economic uncertainty, terrorism, war,
and other crises
Relocated to take new position in Florida
Executive Vice President & Partner
Caribcom International
New York, NY
1992 - 1995
Founding Partner of a full service agency providing advertising,
marketing and public relations for small Caribbean hotels and tourist
marketers. Agency became profitable in the first 6 months of operations. I
directed all strategic planning, creative development, media, research,
client service and web-based reservations and call center operations.
Other Key Accomplishments:
o Integrated on-line/ toll-free hotel reservations and information
service integrated with agency's customer service and direct marketing
operations
o Created one of the first web-based marketing, CRM and reservation
systems in the hospitality/advertising industry.
o Winner of CLIO, Effie, Art Directors Club, Caples, Addy and Echo
Awards
Clients included Palm Island Resort and Villas, Dive St.Vincent, Petit
Byahaut, Coconut Beach Hotel, Southern Palms Hotel, Cobblers Cove Resort,
Paradise Island Promotion Board, Palm Court Villas, St. Vincent Tourist
Board & other clients.
Partnership and Agency Dissolved
Vice President
Young & Rubicam Advertising
New York, NY
1986 -1992
Under my leadership, I consolidated several diverse agency operating
units into a new, highly profitable, full-service unit operating at over
140% billable time during its first year, and created award winning
advertising and collateral campaigns in all media.
Other Key Accomplishments:
o Provided creative leadership for new business teams that won over $160
million.
o Built strong relationships with client executives maintaining a
retention rate of 100% for clients under my management
o Integrated TV production, interactive media and initiated a change to
Macintosh based design and other new technologies, increasing ROI the
first year by 78%
o Winner of CLIO, Effie, Art Directors Club, Caples, Addy and Echo
Awards
o Elected Equity Partner and executive committee member after only 6
months with the agency
Major clients included AT&T, Black & Decker, Chase, Citizen Watch, Cross &
Brown, Diners Club, First Brands, Hertz, Holiday Inn, Holland America, HBO,
IBM, Kraft, Marriott, Met Life, NYNEX, New York Telephone, NYNEX, Perrier,
Poland Springs, Prestone, Proctor & Gamble, Showtime, STP, TGI, TWA, Trump,
and The US Postal Service
Associate Creative Director
Carrafiello & Diehl Advertising
New York, NY
1984 - 1986
As a leader of an interdisciplinary marketing team, I directed brand
and creative development for American Cyanamid, Centrum, Combat, Fiber
Trim, Lederle Labs, Pine Sol, San Soucis Cosmetics, Shulton, Stress Tabs,
Surpass, Tampax, Vicks and other consumer brands which produced double-
digit profit growth annually.
Other Key Accomplishments:
Provided creative leadership for 8 successful new product launches
o Created CLIO award-winning TV commercials, print and packaging
o Participated in over 12 successful new business presentations
Creative Supervisor
Ogilvy & Mather Direct Advertising
New York, NY
1978 - 1984
Overseeing copywriting and design, I provided conceptual and
strategic direction in creating campaigns for American Airlines, American
Express, AT&T, Avon, Ballet News, Bantam Books, Boeing, Burpee, Cessna,
ChemLawn, Cinemax, Country Time, The Economist, Elizabeth Arden, Estee
Lauder, Golden Nugget Casinos, Golden West Air, Hertz, Hershey, Huggies,
IDS, John Deere, Mack Truck, Marriott, Medtronic, Monaco Tourism,
Nationwide, NY City Ballet, Norwegian Cruises, Opera News, Peugeot, Planned
Parenthood, Revlon, Save the Children, Schwinn, Sears, Shell, Smith Barney,
Standard & Poor's, Showtime, TIAA-CREF, TWA, Total Gym Systems, US Golf
Association, United Way, Vanguard Investment Group, Vermont Castings and
others
Other Key Accomplishments:
o Winner of CLIO, Effie, ADDY, Art Directors Club and other
awards.
o Provided creative leadership for a newly formed multicultural
marketing group that conducted cross-cultural research and
produced culturally sensitive marketing plans and advertising
campaigns
o Made major presentations that won over $28 million in new
business
o Created TWA's frequent flyer program-one of the first in the
industry.
Currently Published Professional Articles (Select List)
"Increasing Retention Through Customer Appreciation"
"Effective Retention Strategies For Uncertain Economic Times"
The 10 Commandments of Customer Experience Management and Retention""
"A Powerful Retention Technique For Furious Phone Customers"
"New Perspectives On Customer Retention"
"Quick Tips For More Effective Telephone Sales"
"The 7 Golden Rules For Effective Telephone Sales and Service"
"Change Management: The Key To Profitability and Survival"
"How To Create Advertising Objectives That Produce Measurable Results"
"How To Create A Killer Advertising Portfolio"
Education
Binghamton University -BA degree
Baruch College - Completed MBA Program in Marketing
New York University Film - Studies in Television Production
University of Pennsylvania - Graduate Course in Organizational Dynamics in
non-profits
Pacific Institute - Innovation and Change Management Facilitation
Thunderbolt Institute Toronto - Change Management Facilitation
Awards
Echo Awards for Marketing Campaign Effectiveness
CLIO Awards for TV Creative Excellence
Caples Awards for Direct Marketing Campaign Excellence
Hotel Sales & Marketing Association Awards for Excellence
Travel Weekly Awards for Campaign Excellence
Other award listings available upon request
Professional Memberships and Affiliations
American Association of Advertising Agencies
Art Directors Club of New York
American Marketing Association
Aventura Marketing Council
Beacon Council
Direct Marketing Association
Caribbean Hotel Association
CRMA -City and Regional Magazine Association
CTO - Caribbean Travel Organization
Charleston Concierge Association
Charlotte Concierge Association
Dallas Concierge Association
Fort Lauderdale Advertising Federation
Greater Miami Convention & Visitors Bureau
Hotel Sales and Marketing Association
Miami Advertising Federation
Miami Beach Concierge Association
Other affiliations available upon request
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