Marketing Sales

JEFF PORTER

***** ******* **. #**** (Cell) 210-***-****

San Antonio, Texas 78258 (Home) 210-***-****

abg8d0@r.postjobfree.com

SUMMARY

Marketing executive with extensive background in brand building and

development, marketing, advertising and promotion strategy, and program

development. Demonstrated results in leading teams to develop

compelling consumer offers and negotiating business to business

agreements to accomplish mutual objectives. Greatest strength is

analytical problem-solving, with creative planning, negotiating and

conceptual skills.

KEY ACCOMPLISHMENTS

. Led negotiation and development of marketing tie-in to the Sony/Columbia

Pictures' mega movie event of 2002, "Spider-Man," resulting in the

biggest, multi-faceted program in Dr Pepper history - generating a 7%

volume gain during a year in which the CSD category was down 2%.

. Created unique, integrated "watch and win" program for Dr Pepper that

involved negotiations with CBS, ABC & ESPN television networks and three

celebrities (Lynn Swan, Jill Arrington & Chuck Norris) for development of

their respective winning code number announcement television commercials

garnering participation by 100% of the franchised bottler system and a

volume increase of 5%.

. Developed and managed The Scooter Store Company Referral Program

including changing base referral commission structure and creation and

implementation of "thematic incentive programs" including trip

incentives, such as to the Rolling Stones Concert in Atlanta and the Las

Vegas MedTrade convention - referrals increased 37%.

PROFESSIONAL EXPERIENCE

Marketing Consulting 2007-Present

Independent marketing consulting for clients ranging from a retail

aesthetic cosmetology practice to a major barbecue manufacturer.

. Directed a branding study resulting in a new marketing and advertising

platform.

. Provided direction for graphics and media advertising for all print,

online, outdoor and collateral material.

. Directed redesign of website with internet marketing consultants

including optimization of website, incorporating key words driving

increase in leads and sales.

. Provided research and consulting towards becoming an officially licensed

NASCAR product.

THE SCOOTER STORE, New Braunfels, TX 2004-2007

Country's largest provider of power mobility equipment, selling power

wheelchairs & scooters in a highly regulated environment with approximately

$200 million annual revenue.

Marketing Director

Diverse experience at direct marketing organization. Oversaw various

marketing groups and helped guide company through challenging period.

. Developed and directed Local Marketing Support team towards the effective

development and execution of marketing tools for retail stores and

Account Managers, such as newspaper and yellow pages advertising,

physician and patient brochures, events, posters and more.

JEFF PORTER PAGE TWO

. Created Marketing Advisory Board following the hiring of 50 new Account

Managers whose goal was to provide a forum to establish best practices

and recommendations for marketing strategies and tactics resulting in

more effective marketing execution on a local level.

. Directed development of a Managed Care division marketing effort,

including hiring agency, developing collateral material, custom event

booth, direct mail test efforts.

. Led development and management of marketing alliance partner

relationships with Meals on Wheels, Visiting Angels, Visiting Physicians,

Senior Approved (senior citizen seal of approval).

. Directed development of Internet Marketing channel into major lead source

for The Scooter Store increasing the number of leads generated by 600%.

DR PEPPER/SEVEN-UP, INC., Plano, TX 1981-2003

Third largest soft drink organization in the world - a business unit of

Cadbury Schweppes.

Marketing Director (1995-2003)

Led Team in the development of marketing strategy and its translation into

effective consumer programs based on overall strategic direction for Dr

Pepper - leading to 17 consecutive years of record-setting volume growth

through 2001 (volume doubled/share tripled). Oversaw 5-person team in the

negotiation of business-to-business deals towards the effective

development, execution and evaluation of programs utilizing $38 million

budget.

Strategy and Program Development

. Developed major portion of the Dr Pepper Volume Impact Plan (VIP)

initiative during 2001 resulting in $35 million incremental funding from

Cadbury Schweppes London HQ.

. Developed three national programs that leveraged affiliation with the Dr

Pepper Busch Grand National Series NASCAR team and the rapidly expanding

consumer interest in NASCAR racing leading to tremendous consumer

response and expanded in-store merchandising, leading to sales increases

from 2 - 8% during the promotional period.

. Extensive experience in developing collateral material including pos,

annual marketing books, sales brochures, and presentation videos/dvd's

for effective program communication.

Supplier, Sponsor and Partner Negotiation

. Directed the negotiation, development and execution of three national

programs with Fox Television involving the television programs, specific

celebrities, production companies and their respective attorneys

resulting in successful, integrated marketing platforms.

. Negotiated sponsorship with the Professional Rodeo Cowboys Association

(PRCA) and their premier event, the National Finals Rodeo (NFR),

leveraging penetration in the increasing consumer interest in this

western sport.

. Renegotiated major collegiate athletic conference contract for Dr Pepper

with a high-impact "value and benefits" presentation resulting in

substantial contract savings of 13%.

Team Leadership and Development

. Collaborated with Brand and Senior Management to identify and develop

appropriate marketing strategy and programs.

. Developed communication with Field Sales and Marketing/National

Accounts/Bottler customers to gain feedback on strategy and programs - to

react in a strategic manner to changing marketplace conditions.

. Trained 14 people in marketing, promotion and personal development skill

sets - 8 of whom were promoted within the company.

Manager Sales Promotion (1985-1995)

. Managed Promotion Team in successful execution of 4 - 5 national consumer

promotions annually with 95% participation by independent franchise

bottlers.

Associate Manager Sales Promotion (1981-1985)

. Developed and executed assigned national promotion programs.

EDUCATION

MBA - Marketing, The University of Texas at Austin BBA -

Marketing, The University of Texas at Austin

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